April's standard MMA SMoX presentation.

1. Proving the Value of Mobile
Answering the question for the first time ever, what is real value of mobile in
marketing based on empirical research
.
Empirical Data from Coca Cola, AT&T, MasterCard and WalmartApril 2015
Greg Stuart
CEO
Mobile Marketing Association

2. MMA Membership
800+ Marketers, Agencies, Media Sellers, Tech, Operators Globally

3. John Costello
President, Global
Mktg& Innovation
Dunkin’ Brands
Jack Philbin
Co-Founder,
President & CEO
Vibes
Carolyn Everson
VP Global Mktg.
Solutions
Facebook
Brett Caine
President & CEO
Urban Airship
Peter Kuipers
SVP & CFO
Quantcast
Alex Moukas
CEO & Founder
Velti
Cameron Clayton
President, Digital
Group
The Weather Co.
Mike Baker
CEO & President
DataXu
B. Bonin Bough
VP, Global Media &
Consumer
Engagement
Mondelēz Int’l
Tom Daly
Group Dir., Global
Connections
The Coca-Cola Co.
Luis Di Como
SVP Global Media
Unilever
Jack Haber
VP Global Advertising
& Digital
Colgate-Palmolive
Peter Hamilton
CEO,
TUNE
John Kosner
EVP Digital & Print
Media
ESPN
Ilonka Laviz
Global Digital Mktg.
Dir. Global eBusiness
Procter & Gamble
Neal Mohan
VP, Display Adv.
Products
Google
Dipanshu Sharma
Founder & CEO
xAd
John Trimble
CRO
Pandora
Wanda Young
VP, Media & Digital
Marketing
Walmart
2015 MMA Global Board of Directors
4/17/2015 Proprietary & Confidential 3
Curt Hecht
Global CRO
The Weather Co.
Amit Gupta
Co-Founder &
President U.S.
InMobi

4. Do you see it? Can you act on it?
Consumer’s have changed their Media behavior, have you
changed your Marketing plans to keep pace
4

5. Mobile is the Greatest (Universal)
Transformation in Consumer Behavior
150x
Times we
check our
phone a day
5.3B
Total phone subs
worldwide
(25+%
Smartphone)
59%
U.S.
Smartphone
penetration
(2014)
80%
Never leave
home without
a phone

6. What Other Media Gets This Kind of
Commitment?
10
Min
18-24 year olds
check their
phones every 10
minutes
on average
75%
Americans admit
to using phone
while in bathroom
65%
Parents believe
their devices
make them
better parents
68%
Place their mobile
device next to bed
while sleeping at
night

7. Or this Kind of Commitment !?!?

8. There is a role for Mobile, given that…
Mobile is the
Closest You Can
Get to Your
Consumer!

9. That USP is supported by elements of value
Personalization Pervasiveness Proximity

10. Mobile has many unique attributes
10

11. $k
Dollars
$M
Dollars
$B
Dollars
Truth is…until today, We didn’t know what is
the [real] value of mobile?

12. 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?

13. Revolutionary Channel needed a Revolutionary
Approach.
SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies

14. Why SMOX is important/revolutionary
$2 million,
20 companies,
3 Trade Groups,
7 major marketers
Global Perspective:
• 5 studies so far
• 10 more coming
• Real in-market
testing
• Versus entire mix
(not just mobile)

15. 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: Thank you to Marketing
Evolution & Insights Express

16. Thank you to these Innovation Leaders
Supporters Partners
Association of National Advertisers
American Association of
Advertising Agencies

17. The campaigns we tested cover the entire
purchase funnel
Awareness
Image
Purchase Intent
Foot Traffic
Sales

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

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

20. 1. AT&T wanted to build AWARENESS
for the new moto X
Image
Purchase
Intent
Foot
Traffic
Sales
Awareness
TV PRINT
MOBILE DIGITAL

21. 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
Image
Purchase
Intent
Foot
Traffic
Sales
Awareness

22. 2. MasterCard wanted to increase
association with Travel
Purchase
Intent
Foot
Traffic
Sales
Awareness
TV
SOCIAL
PRINT
DIGITAL/MEDIA
Image

23. Mobile Delivered almost twice the
Image /Dollar vs.. other media
“Good Card To Carry When Traveling”
MasterCard
Campaign
on average
Mobile
1 1.7
x 1.7
Total People converted with mobile vs.
campaign on average
Purchase
Intent
Foot
Traffic
Sales
Awareness
Image

24. 3. Walmart wanted to drive Intent for
Back to School grocery
Foot
Traffic
Sales
Awareness
TV
MOBILE
Image
Purchase
Intent
24
DIGITAL

25. Mobile Delivered almost twice the
Purchase Intent /Dollar vs...other media
Walmart
Campaign
on average
Mobile
x 1.9
1.91
“Intent to Shop Back to School Grocery”
Total People converted with mobile vs.
campaign on average
Foot
Traffic
Sales
Awareness
Image
Purchase
Intent

26. 4. Coca Cola launched a campaign to
support it’s growth strategy for Gold Peak
Foot
Traffic
Awareness
Image
Purchase
Intent
TV PRINT
DIGITAL/MEDIA
OOH
Sales

27. 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
Foot
Traffic
Awareness
Image
Purchase
Intent
Sales
of
budget5%

28. Well, can mobile help me meet
my marketing goals?
YES. Mobile drives
results across
the entire
purchase funnel

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

31. Our empirical data suggest that based on its
impact mobile should be 8%-16% of the mix
Image
Purchase
Intent
Foot
Traffic
Sales
Awareness
Mobile Optimized %
8% 10% 10% 16%

32. But what is the REAL
business value of
those allocations?

33. Reallocation to mobile would bring double
digit lift in awareness
Or convert entire city of Chicago to be aware
+12%
Increase in Awareness

34. Reallocation to mobile would change
perceptions for nesters/empty nesters
Or convince enough empty/nesters to fill all the
Hotel rooms in Greece
+7%
Increase in Image

35. Reallocation to mobile would bring double
digit lift in Intent
or cover all the schools in NJ with back to
school supplies
+15%
Increase Purchase Intent

36. Reallocation to mobile would increase actual
sales by 4%
enough bottles to pave the way to Toronto
+4%
Sales

37. So what is the optimal allocation
for mobile in the mix?
DOUBLE DIGIT
Aim for a
Mobile allocation in your total
marketing mix

38. slide titleI Get It. Change is Hard

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

40. 4 ways to make mobile work harder
Format Location Time of Day Creative

41. Net, there are a lot of options to improve Mobile

42. 1. Optimize by Format
Format Location Time of Day Creative

43. Mobile Video improved results for Coke.
Price
Better
ROI!
Effectiveness at
low Frequency
Mobile
Video
Mobile
Display
320
100 100
650
Effectiveness at
High Frequency
350
Manage frequency or rotate creative

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

45. Mobile Native improved results for Walmart.
Price
Better
ROI!
Effectiveness at
low Frequency
Mobile
Native
Mobile
Display
500
100 100
1000
Effectiveness at
High Frequency
300
Manage frequency or rotate creative

46. 2. Leverage Location Targeting
Format Location Time of Day Creative

47. Location and format Interact:
And REALLY drive Foot Traffic
Expandable Units
Pencil Units
Retargeted
Proximity
40%12%
No Lift 10%

48. 3. Leverage Context Targeting
Format Location Time of Day Creative

49. Depending on the category, Context Targeting
can add significant value
Day of the week* Time of Day**
130
100 100
1290
Weekday vs.. Weekend targeting
Time of the day targeting for industry with Strong Time of Day Dynamic
Without
targeting
With
targeting

50. 4. Build on Creative
Format Location Time of Day Creative

51. AB testing can significantly increase impact
+ figure out BEST practices for Creative
AB testing
and
optimization
No optimization
Better Creative Relevance to Demo
100 100
170120

52. Optimization focus ROI Upside
(based on SMoX)
1. Optimize by Format
(display size, audio, video, native, social)
20%-40%
2. Leverage Location targeting
(Audience, proximity targeting & role of creative) 20%+
3. Leverage Context targeting
(Time of the day, day of the week)
20%+
4. Build on Creative
(AB testing, relevance by target group)
40%-60%
Total 100%-160%
ROI Upside
(expert opinion)
+ 80%
+120%
+ 60%
+ 200%
+ 460%
But can Mobile be made to work even
harder. But what is the opportunity?
4/17/2015 Proprietary & Confidential 52

53. That said, asking marketers to do mobile
marketing is like kids asking for first cell phone

54. Image
Purchase
Intent
Foot
Traffic
Sales
Awareness
+7% +15% +4%
+17% +29% +7%
With Mobile Best Practices
Agreement
with brand
image
Intent to shop Offline Sales
Agreement
with brand
image
Intent to shop Offline Sales
+12%
+18%
Awareness
Awareness
Increase in Overall Campaign Performance
Applying the learnings: Improved Results
4/17/2015 Proprietary & Confidential 54

55. Image
Purchase
Intent
Foot
Traffic
Sales
Awareness
Mobile Optimized %
8% 9% 10%
12% 12% 15%
Mobile Optimized With Best Practices
16%
20%
Applying the learnings: Invest more in mobile
4/17/2015 Proprietary & Confidential 55

56. Image
Purchase
Intent
Foot
Traffic
Sales
Awareness
Mobile Optimized %
8% 9% 10%
With Best Practices & Increased Smartphone Penetration
16%
20%-
30%
Increases in smartphone penetration will
further take it to a whole NEW level
4/17/2015 Proprietary & Confidential 56

57. Key Questions
Can mobile help me better 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
Optimizing your mobile investment can
increase its impact by up to 160%, or more

58. What is the [real] value of mobile?
$1BN

59. 1.0 1.2 1.5 1.8 2.2x1.0 2.0
8.1
20.3
32.8x
1.0
2.5
5.0
10.4
18.6x
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
2002 2003 2004 2005 2006
X Increase in Internet Spending from Base
For 7 Brands* that Conducted Online Studies
Industry Online Spending Avg. Brand Spend Avg. Company Spend
Historical View: What impact can SMoX have?
* 7 brands analyzed
Johnson & Johnson
Nestle Beverage
Procter & Gamble
Kraft
Ford
Target
AstraZeneca
4/17/2015 Proprietary & Confidential 59

60. Finally, three things you can do now

61. greg@mmaglobal.com
1. Bring SMoX in-house to your marketing teams.
Are there others that should see this?

62. 2. Join the MMA as a Member
greg@mmaglobal.com

63. And, then continue dialogue at MMA CEO & CMO
Summit (or the 17 other events, 50 webinars, etc MMA has)
July 25-27
greg@mmaglobal.com

64. 3. Adopt a 3-Point Plan for Change. MMA can help
greg@mmaglobal.com
1. Get internal agreement to change
2. Set a goal!
• Make it a public event
3. Connect to mobile industry/solutions
–MMA Mobile Marketing Day
–MMA webinars/MMA events/education

65. Opportunity knocks

66. Opportunity Doesn’t Come Around Very Often.
There is no reason for
any individual to have a
computer in his home.
Ken Olson
Co-founder Digital
Equipment Corp.
1977
“A computer on every
desk and in every
home”
Bill Gates
Founder, Microsoft
1980
Net Worth:
$79.2 billion

67. Opportunity Doesn’t Come Around Very Often.
Sometimes We See It.
“My local mall does more business
in an afternoon than the entire
Internet in a month?
Even if there were a trustworthy
way to send money over the
Internet—which there isn’t—the
network is missing a most essential
ingredient of capitalism:
salespeople.”
Clifford Stoll
Astronomer & Computer expert
1995
A $1,000 invested at
the IPO for Amazon
would be worth
$240,000 today.
Jeff Bezos
Founder, Amazon
Founded 1994
Net Worth:
$34.8 billion

68. Opportunity Doesn’t Come Around Very Often.
Sometimes We See It. Sometimes We Don’t.
“Cellular phones will
absolutely not replace
local wire systems.”
Marty Cooper
Cell phone inventor
1981
Net Worth:
$100 million

69. greg@mmaglobal.com
Mobile Marketing Association
Here to lead the greatest transformation in marketing we’ll see in our generation
Thank You!
Seizing the Mobile Opportunity