A Mobile Marketing Association (MMA) realizou um estou inédito chamado de “Smart Mobile Cross Effectiveness Research Insight Report” ou Smox, que analisa o desempenho de campanhas de marketing no mobile em comparação a outros meios tais como TV e Web. Insights retirados deste estudo demonstram de forma empírica que uma alocação mais eficaz da verba atual de uma campanha para o meio mobile pode gerar mais vendas e um reconhecimento de marca ainda maior. Segundo Fabiano Lobo, Managing Director da MMA, o estudo mostra 3 dados importantes: 1. A recomendação seria alocar 15% dos investimentos para o meio mobile; 2. Mobile gera mais valor para o negócio do que qualquer outro meio pela proximidade com o consumidor; 3. Dispositivos móveis funcionam no funil de compra, tanto para branding quanto para intenção de compra e conversão.

1. Mobile: What We Know for Fact Today
Empirical Data from Coca Cola, AT&T, MasterCard and Walmart
September, 2015
Greg Stuart, CEO MMA
Sao Paulo, Brazil

2. Brazil has had 3 of the best
Football teams of all time
’58, ’70 & ’02
And probably the best
country team of all time!
What we know as fact is…

3. Mobile advertising is
highly effective.
We now have proof.
And Brands are missing
that opportunity.
What we know now as fact is…

4. But what do you expect from a channel that
has this kind of influence?

5. SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies
That’s why we built….

6. Fundamentally, SMoX is about knowing the
value of mobile to your Business?
Can mobile help me meet my
marketing goals?
What is the optimal mobile allocation
for my campaign?
How can I make my mobile
investment work harder?

7. $2 million,
20 companies,
3 Trade Groups,
7 major marketers
Global Viewpoints:
6 studies so far
10 more coming
• Real in-market testing
• Measures whole mix
• Measure mobile
even if it’s 0.1%!
SMOX is revolutionary global research initiative

8. 1
4 5
Leveraging Mobile
ad tech to target DID
Individual Level data
for cross media
exposure
Experimental Design
for media allocation
Track multiple
KPIs, perceptual
or behavioral
Regression
analysis to
identify drivers
Budget
Optimization
Software to
operationalize
insights
2
3
6
Integrated Partners
target DID of panelists
500K
Mobile
panel of
InsightExpress
checks for cross
over in panel and
sends list of
panelists back to
Networks
Ads, tagged by
InsightExpress,
are targeted to
panelist devices
Assess multiple
scenarios of cross
media exposure
and frequency
Brand KPIs
/attitudinal with
Surveys
Foot traffic
with actual
location data
Actual sales with
panel match
How it works: Thanks to Marketing Evolution &
Millward/Brown’s Insight Express

9. What is the value of mobile to your Business?
Can mobile help me meet my
marketing goals?
What is the optimal mobile allocation
for my campaign?
How can I make my mobile
investment work harder?

10. The campaigns we researched in North
America cover the entire purchase funnel

11. How many people can you convert with mobile?
?
Campaign Average Mobile

12. Mobile Delivered almost twice the Awareness
/Dollar vs.. other media
Total People converted with mobile vs.
campaign on average
Device Awareness
AT&T
Campaign *
on average
Mobile
1 1.9
x 1.9
* Media in mix included TV, Internet, Print

13. Mobile Delivered almost twice the
Image /Dollar vs.. other media
“Good Card To Carry When Traveling”
MasterCard
Campaign *
on average
1 1.7
x 1.7
Total People converted with mobile vs.
campaign on average
Mobile
* Media in mix included TV, Internet, Print, Social

14. Mobile Delivered almost twice the
Purchase Intent /Dollar vs...other media
Walmart
Campaign
on average
x 1.9
1.91
“Intent to Shop Back to School Grocery”
Total People converted with mobile vs.
campaign on average
Mobile
* Media in mix included TV, Internet

15. 4. Coca Cola launched a campaign to
support it’s growth strategy for Gold Peak
TV PRINT
DIGITAL/MEDIA
OOH

16. Mobile worked harder than its share
and drove results across the Board
Sales
of
sales6%
Total People converted with mobile vs.
campaign on average
Gold Peak
Campaign
on average
Mobile
Top of Mind
Awareness
Home
Brewed Taste
Gold Peak
Campaign
on average
Mobile
4.81 1.81
of
budget5%

17. But does Mobile work in China too?
?
Campaign Average Mobile

18. TV OOH
DIGITAL VIDEO/DISPLAY MOBILE VIDEO/DISPLAY
MEASUREMENT
PARAMETERS
16-50
TARGET:
Age
DATA
COLLECTION
2015
1/27 2/28
*OOH includes Cinema. Mobile includes
Video and Display – no Social
Coke ran during Chinese New Year

19. 118
21
61
199
TV Overall OOH (incl
Cinema)
Digital Video Mobile
AdvertisingROI
indexedtoTotal
CampaignROI
Overall index = 100
Mobile offered nearly double the ROI over
TV & was
vs. the campaign
Sales
of
sales8%
of
budget4%
Estimated ROI Index by Medium
January-February

20. But does Mobile work in Brazil too?
?
Campaign Average Mobile

21. To answer the question…can mobile
help me meet my marketing goals?
YES.
Mobile drives
results across
the entire
purchase funnel
Mostly at nearly
2-to-1 vs.
average

22. But what is the REAL
business value of
mobile?

23. What is value of mobile to Brand’s Business?
Can mobile help me meet my
marketing goals?
What is the optimal mobile allocation
for my campaign?
How can I make my mobile
investment work harder?

24. Same budget but better results – allocate to
mobile at it’s optimized level
Proprietary & Confidential
8%
9%
10%
16%
0%
5%
10%
15%
20% Optimized Level of Mobile Spend in
the Overall Campaign Budget
10-15%

25. So what is the optimal allocation
for mobile in the mix?
DOUBLE DIGIT
Aim for a minimum
Mobile allocation in your total
marketing mix (10-15%)

26. Key Questions
Can mobile help me meet my
marketing goals?
What is the optimal mobile allocation
for my campaign?
How can I make my mobile
investment work harder?

27. SMoX also highlights mobile best practices
Format Location Time of Day Creative

28. Mobile
Video
TV
40
100 100
450Better ROI!
Effectiveness at
low frequency
Price
Save video creative would produce
stronger results vs.. TV with lower cost

29. How can I make my mobile investment
work harder?
Optimization area
1. Optimize by Format
2. Leverage Location targeting
3. Leverage Context targeting
4. Build on Creative
Total
ROI Upside
20%-40%
20%+
20%+
40%-60%
+100% to +160%

30. Apply learnings: Increase in impact would then
push the optimized level of mobile spend up
Proprietary & Confidential
8%
9%
10%
16%
12% 12%
15%
20%
0%
5%
10%
15%
20% Mobile Optimized Optimized with Best Practices
Mobile
optimized in
mix moves to
15% to 20%
10-15%
15-20%

31. And with BEST PRACTICES for Mobile,
it can be really powerful driver
7%
15%
4%
12%
+17%
+29%
+7%
+18%
0%
5%
10%
15%
20%
25%
30%
MasterCard Walmart Coke-Gold Peak AT&T
Mobile Optimized
Optimized with Best
Practices
Campaign
performance
increases
+50% to
+90%
2.6M0.9M 1.6M ~3.7M
3.9M
2.2M
3.1M
~6.5M

32. Mobile at 15%
Assumes no constraints in the optimization process
64%
14%
6%
15%
Optimizing media in China to increase
sales is goal 15% into mobile channels
OOH
TV
DIGITAL
MOBILE

33. Increase in Profit
16%
Mobile at 15%
No constraints in the
optimization process
Reallocation to mobile could generate
double digit increase in PROFIT generated
from campaign

34. Key Questions
Can mobile help me meet my
marketing goals?
What is the optimal mobile allocation
for my campaign?
How can I make my mobile
investment work harder?
Mobile drives results across the
ENTIRE purchase funnel
Aim for a double digit mobile allocation
in your total marketing mix (15-20% plus)
Optimizing your mobile investment can
increase its impact by up to 160%,
maybe more

35. Opportunity knocks

36. Jack Welch Once Said…
There are only two sources of competitive
advantage:
the ability to learn more about our customers
faster than the competition and;
the ability to turn that learning into action
faster than the competition.

37. What can SMoX mean to Brazil?
Proprietary & Confidential56
1. Three elements drive mobile performance
1. Ad effectiveness, Cost, & Smartphone penetration
• U.S. & China around 50%; Brazil at 35% but growing fast
2. Opportunities for Brazil Marketers:
a. Have MMA come share the results
b. Do your own study(s) or support them
c. Reallocate now - Success is in 1st mover advantage
• Projected to increase Market Capitalization +5%

38. greg@mmaglobal.com
Thank You