Van mobiel informeren naar mobiel adverteren

1. The
Mobile
Shi+:
Van
mobiel
informeren
naar
mobiel
adverteren
Victor
Beerthuis
-­‐
Sanoma
Digital
Marke>ng
Live
21-­‐05-­‐2014

2. WHAT’S
HAPPENING
IN
THE
MARKET?

3. 0
25
50
75
100
2012
2017
European
smartphone
penetra.on
(forecast)
Figures
users
NL
market
vs
other
markets
Source:
eMarketer

4. SHIFT
IN
CONSUMPTION
-­‐
GLOBAL

5. Bron:
Google
The
shi+
in
mobile
-­‐
Media
>me
spend
media
global

6. Mobile
con>nues
to
grow
explosively
and
starts
cannibalizing
desktop
in
consump>on
Source:
emarketer/
Business
Intelligence
–
August
2013
in
US
45%
25%
17%
9%
7%
4%
44%
26%
16%
8%
8%
6%
43%
26%
15%
7%
7%
9%
42%
26%
14%
6%
5%
12%
38%
20%
12%
4%
5%
20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
TV
Online
Radio
Print
Other
Mobile
TV
Online
Radio
Print
Other
Mobile
2009
2010
2011
2012
2013

7. Source:
Telegraaf
TMG
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
2012
2013
What's
happening
at
the
publishers?
desktop
tablet
(web
&
app)
smartphone
(web
&
app)

8. What's
happening
at
the
publishers?
desktop
tablet
(web
&
app)
smartphone
(web
&
app)
Source:
Persgroep
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
2011
2012
2013

9. Source:
Sanoma
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
2011
2012
2013
What's
happening
at
the
publishers?
desktop
tablet
(web
&
app)
smartphone
(web
&
app)
Source:
Sanoma

10. Consump>on
is
spread
over
devices

11. WHAT’S
COMING
IN
5
YEARS?

12. v
v
What
is
mobile?
Blurring
defini.ons
Es>mated
Android
user
base.
August
2013
(%)
Global
South
Korea
v
Small
(<3.5”)
Small
tablet
(7
-­‐8.4”)
Medium
(3.5
–
4.9”)
Large
tablet
(8.5”
+)
Phablets
(5
–
6.9”)

13. What’s
coming
in
5
years?
Wearables
are
beginning
to
take
off…

14. WHAT
IS
HAPPENING
IN
OTHER
MARKETS?

15. The
NL
Market
2013
Penetra>on
Tablet
50%
Penetra>on
Smartphones
72%
Overal
Adver>sing
spending:
3,18
billion
Overal
Online
spend:
1,26
billion
Overal
Display
spend:
520
million
Mobile
Display
Adver>sing
spend:
46,8
million
Source:
IAB
report
on
Online
Ad
Spend
Source:
Telecompaper

16. Let’s
compare
markets
over
72%
75%
55%
62%
9,6
36
90
5,9
Number
of
smartphones
48,6
1000
7200
150
Ad
spend
mobile
1
:
5
1
:
27
1
:
80
1
:
25
Ra>o
Smartphone
penetra>on
NL
UK
US
SE

17. What’s
the
differents
in
the
markets:
Scandics
Retail
Grocery
Store
Real
Estate

18. DEVELOPING
THE
NL
MARKET
BY
IAB

20. HOW
ARE
THOSE
FORMATS
PERFORMING?

22. Ikea Subway ANWB
Lenovo NUON Sony

23. 72%
28%
70%
30%
Recognition No Recognition Recognition No Recognition
Source:
MeMo²
High
impact

24. 61%
66%
83%
0%
20%
40%
60%
80%
100%
1 contact 2 contacten 3 of meer contacten
Mobile Ad Recognition*
..is irritant*
..is opvallend
..heeft een duidelijke boodschap
..vertelt mij iets nieuws
* Significant verschil 3 of meer contactgroepen, p<.05
.!
Source:
MeMo²
Mobile
Ad
Recogni>on
&
Apprecia>on
IKEA*

25. 11% 14%
Store traffic: recent bezoek Subway

26. Source:
MeMo²
10%
0%
26%
0%
Product
Consideration!
Ad Awareness!
Exposed Non Exposed
Product Consideration

27. 34%
49%
Awareness
Catalogus app
Exposed Non Exposed
Source:
MeMo²

28. Source:
MeMo²
50%
17%
64%
27%
Awareness Xperia Z1 Overweging Xperia Z1
Non Exposed
Exposed & Artikelen gelezen

30. Sony Xperia Z1
0%
20%
40%
60%
80%
…is opvallend
…is leuk om naar te kijken
...spreekt mij persoonijk aan
…onderscheidt zich van andere mobiele
advertenties
...vertelt mij iets nieuws
...heeft een duidelijke boodschap
…is geloofwaardig
Mobile MeMoBenchmark
* Percentage dat het (helemaal) eens is met de uitspraak
.!Basis Exposed aan de campagne: NU.nl mobiele bezoeker!
ANWB
IKEA
Lenovo Yoga
Nuon Bespaarcampagne
NU.nl Bezoekers (Mobiel)
Source:
MeMo²
De
mobiele
adverten>e
Subway

31. HOW
TO
USE
IAB
FORMATS

33. TL;DR

34. Be
accessible
How
to
op>mize
the
performance
of
your
page
and
adver>sing
banner
Be
fast
Be
thumb
friendly
Be
local
Be
ac>on
compelling

35. DISPLAY
ADVERTISING

36. TOUCHSCREEN
CHANGED
DISPLAY
ADVERTISING
Impressions
1
Engagement
2
Swipes
3
Dwell
>me
4
Events
5
Expands
6
7
Closes
8
Interac>on
window
9
Video
10
Device
11
Loca>on
12
Custom

38. Real
Estate
4,11%
171,
859
Impressions
Engagement
Event
Click
on
Object
Click
on
Phone
Click
on
Valua>on
Swipe
1,53%
1,50%
0,01%
0,02%
3,92%

39. Define
your
KPI’s
Mobile-­‐Influenced
store
sales
vs
mCommerce
and
eCommerce
sales
Sources:
Row
1:
eMarketer
-­‐
U.S.
Mobile
Commerce
Forecast:
Capitalizing
on
Consumers
Urgent
Needs
Row
2:
Deloise
analysis
Row
3:
Forrester
-­‐
U.S.
Online
Retail
Forecast,
2011
-­‐
2016

40. MOBILE
DRIVES
VALUE
TO
ALL
ASSETS

41. Number
of
recipents:
Method:
Fieldwork:
Data
Collec>on:
Mediapartners:
Media
Agencies:
Adver>sers:
Let’s
learn
form
other
markets
Source:
Adssets

42. Number
of
recipents:
Method:
Fieldwork:
Data
Collec>on:
Mediapartners:
Media
Agencies:
Adver>sers:
The
use
of
a
second
screen
while
watching
TV
Source:
Adssets

43. People
who
only
use
other
screen
while
watching
TV
Source:
Adssets

44. Age
Gender
Male
People
who
watches
TV
Female
Source:
Adssets

45. Prolonged:
Checking
out
product
and
services
from
a
TV
ad
Related:
Checking
out
the
TV
shows
/
The
TV
show
currently
broadcas>ng
Compe>ng:
Everything
else
(sites,
social
media,
search,
email,
games):
Three
types
of
behavioral
with
the
second
screen
effect
From
an
adver>sing
perspec>ve
Source:
Adssets

46. Prolonged
Related
Compe>ng
Prolonged
Related
Compe>ng
Mobile
Tablet
Popula>on
Second
screen
behavior
Source:
Adssets

47. 45%
recognized
the
campaign
Mobile
Tablet
TV
€1
million
€100
000
€40
000
Source:
Adssets

48. 49%
recognized
the
campaign
Mobile
Tablet
TV
€1
million
€100
000
€30
000
Source:
Adssets

49. 41%
recognized
the
campaign
Mobile
Tablet
TV
€250
000
€100
000
€40
000
Source:
Adssets

50. Cost
per
unique
user
Source:
Adssets

51. Just
mobile
and
tablet
Both
mobile,
tablet
and
TV
Just
TV
Campaign
observa>on
Contains
interes>ng
informa>on,
increase
interest
Increase
the
image,
the
desire
to
own
Visit
site,
point
of
purchase,
search
for
info,
click
on
link,
purchase
Source:
Adssets

52. TV
or
mobile/tablet
TV
and
mobile/tablet
Source:
Adssets

53. Lower
cost
In
two
out
of
three
cases
the
mobile
channels
has
a
significantly
lower
cost
in
terms
of
observa>on.
Source:
Adssets

54. Ac.on
The
mobile
channels
are
very
clearly
connected
to
purchase
and
ac>on.
Source:
Adssets

55. SIMPLIFY
TO
AMPLIFY

56. Missing
standardisa>on

58. Smartphone:
• Single
banner
• Double
size
banner
• Half
page
banner
Tablet:
• Medium
rectangle
• Floor
ad
• Leaderboard
4
standard
formats
• Full
page
banner
• Full
page
banner