Overview of the Mobile Landscape, Consumer Behavior, the Mobile Ecosystem and Measurement.

1. Mobile 101
TMKU
Monday, October 28, 2013

2. AGENDA
• What is Mobile?
• Mobile Landscape
• Mobile Behavior
• Evolution of the Mobile Campaign
• Implications of the Mobile Ecosystem
• Mobile Measurement
• Before you RFP
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3. WHAT IS MOBILE?
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4. WHAT IS MOBILE?
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5. WHAT IS MOBILE?
A mobile device (handheld device) is a
handheld, lightweight,
portable computing device, typically
having a display screen with touch input
and/or a miniature keyboard – and for
the purposes of our discussion
smartphones and tablets
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6. MOBILE
ANYWHERE, ANYTIME
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7. MOBILE LANDSCAPE
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8. MOBILE TRAFFIC IS GROWING...
Device Share of Website Traffic
Traditional
Tablet
Smartphone
• Smartphone and Tablet traffic
nearly doubled in the last year.
Source: Monetate Q1 2013 Ecommerce Quarterly
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9. MOBILE DEVICES ARE SMART...
• 50.4% of mobile users in the US
have a smartphone
• Smartphone sales are now over
70% of all mobile phone sales
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10. TABLETS OWNERSHIP PACING?
Smartphone
Device Owners
100 MILLION
Tablet
40 MILLION
1
2
3
4
5
6
7
8
Years Post Introduction
9
10
11
12
Source: comScore Mobile Landscape, Mark Donovan 2012
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11. 0%
JAN 2005
MAR 2005
MAY 2005
JUL 2005
SEP 2005
NOV 2005
JAN 2006
MAR 2006
MAY 2006
JUL 2006
SEP 2006
NOV 2006
JAN 2007
MAR 2007
MAY 2007
JUL 2007
SEP 2007
NOV 2007
JAN 2008
MAR 2008
MAY 2008
JUL 2008
SEP 2008
NOV 2008
JAN 2009
MAR 2009
MAY 2009
JUL 2009
SEP 2009
NOV 2009
JAN 2010
MAR 2010
MAY 2010
JUL 2010
SEP 2010
NOV 2010
JAN 2011
MAR 2011
MAY 2011
JUL 2011
SEP 2011
NOV 2011
JAN 2012
MAR 2012
MAY 2012
JUL 2012
WHICH OPERATING SYSTEM MATTER?
100%
90%
80%
70%
60%
• Android and iOS have nearly 90%
share
50%
40%
• Andoird market share continues
to increase.
30%
20%
• Apple needs to continually
innovate to stay on top.
10%
Source: comScore Mobile Landscape, Mark Donovan 2012
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12. MOBILE INNOVATION
"[The iPhone and iPad] were revolutionary when they first
came out, but [rivals'] products that are out there now are
about as close to Apple's devices as they've ever been," said
Scott Kessler, equity analyst at S&P Capital IQ. "The question is
whether Apple is going to introduce products that are
different enough from their competitors."
- CNN Money, Sept. 2013
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13. MOBILE BEHAVIOR
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14. CONSUMER DEVICE BEHAVIOR THROUGHOUT THE DAY
Weekday Share of Device
Page Traffic in the U.S.
Source: comScore Device Essential – Jan 2012
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15. WHAT DO PEOPLE DO ON THEIR PHONES?
Time Spent per Smartphone App Category
In App:
•While most smartphone users in
2012 had 29+ apps installed on
their phones, the average owner
only used 12 apps in the past 30
days
Source: Flurry Analytics, November 2012
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16. TABLET BEHAVIOR
Retail appeals more to tablet consumers than smartphone users
39%
Sports
25%
Retail
48%
51%
38%
Entertainment News
56%
49%
News
61%
67%
69%
Weather
60%
Search
0%
20%
40%
60%
74%
80%
Smartphone
Tablet
Source: comScore Device Essential – Jan 2012
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17. MOBILE VIDEO
While not a top 10 content category consumed, 25% of smartphone owners
watch videos on their smartphones daily, and 21% watch videos weekly
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18. LOCAL MOBILE CONSUMER
•Your future customers are literally around the corner,
and mobile can get them in your door
•Mobile customers use store locators 63 times for every one
mobile commerce order
-Roughly a third of all searches have local intent
•90% of smartphone users who search for local info take
action within 24 hours
TOP APPS are LOCAL SEARCH Related:
Yelp, Google, Bing, Fandango, Urban Spoon etc.
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19. LOCAL MOBILE SEARCH
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20. MOBILE CAMPAIGNS
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21. EVOLUTION OF THE MOBILE CAMPAIGN
US MOBILE AD SPENDING SHARE,
BY FORMAT, 2009-2014
% OF TOTAL
2009
55%
22%
20%
3%
25%
4%
2010
44%
27%
2011
38%
30%
27&
5%
MESSAGING
DISPLAY
SEARCH
2012
32%
33%
30%
6%
VIDEO
2013
26%
34%
33%
7%
34%
8%
2014
24%
35%
NOTE: NUMBERS MAY NOT ADD UP TO 100% DUE TO ROUNDING
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22. EVOLUTION OF THE MOBILE CAMPAIGN
AVERAGE TIME SPENT PER DAY
vs. US AD SPENDING SHARE
TIME SPENT SHARE
TV
INTERNET
10% TIME SPENT IN MOBILE
RADIO
vs.
1% AD SPEND IN MOBILE
MOBILE
NEWSPAPERS
AD SPENDING SHARE
MAGAZINES
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SOURCE: eMARKETER, DEC 2011 & JAN 2012
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23. MOBILE ECOSYSTEM
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24. MOBILE ECOSYSTEM
PUBLISHERS
CARRIERS
AD NETWORKS
OEM
OS
SOFTWARE
BROWSERS
RETAILERS
CHANNELS
AD EXCHANGES
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25. MOBILE ECOSYSTEM
What are the measurement implications of this ecosystem?
1
2
DATA IS NOT
3
4
UNKNOWN UNIQUES
UNRELIABLE COOKIES
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DATA NOT
5
PRIVACY ISSUES
VISIBILITY
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26. THE MOBILE ECOSYSTEM
DATA IS NOT SHARED
Most of these buckets do not work together, which means it will
probably get worse before it gets better.
Created a land of gated gardens.
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27. THE MOBILE ECOSYSTEM
DATA NOT VALIDATED
A number of sources all pull from the same inventory or panels.
There is no one unified voice to confirm or validate the data.
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28. THE MOBILE ECOSYSTEM
UNKNOWN UNIQUES
Publishers have a difficult time assessing unique visitors.
This problem is magnified when seeking an apples‐to‐apples
comparison across platforms.
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29. THE MOBILE ECOSYSTEM
UNRELIABLE COOKIES
Both Javascript and HTTP cookies are unreliable for the mobile Web
and are not even an option for apps.
Many devices don’t accept cookies at all or are session‐dependent
and deleted immediately.
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30. THE MOBILE ECOSYSTEM
PRIVACY ISSUES
Even though Unique Device Identifiers or PII’s are being phased out
on some devices, they still cause security concerns for users.
Proposed privacy bills point to heightened regulations in the future.
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31. THE MOBILE ECOSYSTEM
VISIBILITY
Some mobile vendors are not transparent about the fact that many of
them share the same platforms, inventory and technology.
It can be difficult to know exactly what you are buying.
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32. MOBILE MEASUREMENT
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33. AVAILABLE DATA
1ST
Data Source:
Publisher’s servers, database OR their adserver like Mocean.
Web
Mobile
Mobile Apps
•Page Views
•Downloads
•Time Spent
•Frequency Of Use
•Device Type
•Time Spent
•Screen Size
SMS
•Open Rate
•Response Rates
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34. IOS 7
iOS 6 and iPhone 5 made huge strides in making mobile more
trackable and measurable. iOS 7 is pushing advertisers towards using
IDFA’s and eliminating access to MAC Addresses and UDID.
The IDFA (Identifier for Advertising) is a random unique code which
is shared across apps and gives advertisers aggregate audience data.
This will allow us to:
• Behavioral Target
• Retarget
• Develop highly detailed user profiles
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35. AVAILABLE DATA
3RD
SURVEY
CARRIER REPORTED
MOBILE TAGGING
PUBLISHER ANALYTICS
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36. BEFORE YOU RFP
Remember:
1. Many partners have access to the same inventory and 3rd party data.
2. Algorithms make a difference, but we don’t like black boxes
3. Sometimes the only way to know which one will be most effective is run a test.
4. Establish a measurement plan and tell partners about it upfront.
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37. LOOKING AHEAD
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38. SO WHY EVEN DEAL WITH MOBILE?
We don’t need to reiterate the sheer reach and engagement
potential for mobile. Even with the limitations, the only way to grow
the space is to try things that are measurable for your clients now.
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39. WILL OUR PLANS BE 100% MOBILE SOMEDAY?
Maybe, but we will use the platform and medium that will best
achieve optimal results. If mobile can, we will.
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40. THANK YOU
Monday, October 28, 2013