ClickZ Live in SF - Mobile Advertising in the Marketing Mix for AT&T

August 11–14, 2014
#CZLSF | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Driving Success in Today’s
Dynamic Mobile Market
Greg Stuart
Mobile Marketing Association
Global CEO

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August 11–14, 2014 | #CZLSF | @ClickZLive

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What Do You Mean,
You Don’t Spend Big In
Mobile Yet?
Do You Not Care About Your Business or Career?
Finally, We Know For Sure – Proof that Mobile
Advertising Does Deserve a Place in the Marketing Mix
3

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This man earned
an ROI of 707x
Henry Flagler
http://en.wikipedia.org/wiki/Henry_Flagler

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What Should You Have Invested In?
1. Amazon
2. eBay
3. Google
4. Yahoo
5

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What if You’d Invested $1,000 in
These IPOs?
* 11/04/2013 ** Adjusted splits and dividends. Values have been rounded
Source: Statista, Yahoo! Finance
Now*
$239,045
Now*
$68,638
Now*
$61,052
Now*
$12,072
$1000
05/15/1997
$1000
9/24/1998
$1000
04/12/1996
$1000
08/19/2004

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History Has a Lot of Opportunities
7

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Today’s is: Mobile

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9

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Mobile For Sure Can Change the World
10

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But is the Time Right?
Is Mobile Here and Now?

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Let’s Look at the Core Components
3. Mobile
USP
1. Consumer
Behavior
2. Marketer
Adoption

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Everyone (nearly) Has a Phone
16%
20%
24%
28% 31% 34%
68.4%
27.1%
22.5%
15.9%
12.3% 9.7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
-
1.00
2.00
3.00
4.00
5.00
6.00
2012 2013 2014 2015 2016 2017
TotalWorldwidePopulation-
Billions
Feature Phones Smartphone Users
Smartphone % of Pop. Smartphone % Change
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Massive Shift In Consumer Behavior
14
11%
6% 8%
23%
18%
14%
19% 17% 16%
37% 38%
25%
0%
10%
20%
30%
40%
North
America
South
America
Europe Asia Africa Global
%ofPageViewsComing
FromMobileDevices
Mobile Usage as % of Web Usage, by Region, 5/14
May-13
Mobile Usage = Continues to Rise Rapidly @ 25% of Total Web Usage vs. 14% of Y/Y
Source: KPCB, StatCounter, 5/14

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Yes, We Are Using Our Phones
15

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76%
Marketers agree
that mobile is
the closest you
can get to the
consumer
68%
Marketers agree
that mobile is
the best way to
transform your
business model
72%
Marketers agree
that mobile is
the best way to
build ROI
80%
Marketers agree
that mobile is a
way to improve
your career
But Are Marketers Ready
16Marketers see mobile as a GAME CHANGER… Source: MMA

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Marketers plan to invest more in mobile
next year
17
Q2c.ThinkingabouttheYEAR
AHEAD,isyourcompany
planningtoinvestmore,the
sameorlessineachofthe
followingareas,comparedto
thisyear?
Source: MMA
61% Consultants
& agencies working
on mobile strategy
61% Data &
analytics for mobile
68%
Mobile
Advertising
67%
Asset
creation
for mobile
$

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But Does Mobile Play a Unique Role?
18

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First, Powerfully Unique Positioning:
The Closest You Can Get
to Your Consumer

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That USP is Supported by High Value
Personalization Pervasiveness Proximity

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Aspiration
without
Allocation
Is Meaningless
B. Bonin Bough
Mondelez International

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And Marketers are NOT Ready
It’s the Knowing Vs. Doing Gap *
46%
47%
0% 10% 20% 30% 40% 50%
Tight budgets/ We can’t afford to
decrease spending in other
channels
Difficulty to measure impact of
mobile and compare to other
channels
22* http://www.businessweek.com/chapter/pfeffer.htm

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The Answer?
Mobile needs a compelling,
fact-based, irrefutable analysis
for marketers on the ROI value
of mobile to THEIR business
goals

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That is:
(Smart Mobile Cross Marketing Effectiveness Studies)

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First, Thank YOU!
http:///
PartnersSupporters

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Insights Are On Their Way
U.S., UK, Turkey, China, Brazil

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1st Case Study:
AT&T – New Device Launch

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AT&T Campaign Details
MEASUREMENT PARAMETERS
Target
Data Collection
18+
9/17/13-10/28/13
KEY KPI / GOAL
Build Awareness for the new device
offering from AT&T
Awareness
Consideration/I
mage
Purchase
CAMPAIGN MARKETING MIX
TV:
92%
PRINT:
1%
ONLINE:
5%
MOBILE
: 1%

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Mobile delivered
2x impact /dollar vs. TV
National
TV
Online
Desktop
Print Mobile
20M
15M
10M
5M
0
TotalImpactDue
toExposure
(MillionPeople)
People Impacted: Device Awareness
PeopleImpacted
perDollar
Efficiency (Impact/$): Device Awareness
7
6
5
4
3
2
1
0

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Shifting $ to Mobile will impact more people
with the same Budget
SPEND TO IMPACT RESPONSE BY MEDIA: AWARENESS OF NEW DEVICE
TotalPeopleImpacted
(Millions)
12,000
10,000
8,000
6,000
4,000
2,000
Spend
TV
MOBILE
PRINT
DIGITAL
TV
MOBILE
PRINT
DIGITAL

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Therefore, optimal mobile is 16%
ACTUAL
BUDGET
TotalPeopleImpacted
(Millions)
OPTIMIZED BUDGET
( BASED ON
AWARENESS)
=
=
=
=
National TV
Print
Online Desktop
Mobile
1%
5%
1%
93%
16%
5%
8%
72%

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The Actual Impact
* Upside potential for mobile is +17% but 12% is incremental considering the decrease from TV
* Upside potential for mobile is +17% but 12% is incremental considering the decrease from TV
Mobile
Online Desktop
Print
National TV
Total
PEOPLE IMPACTED
(WITH CURRENT SPEND)
18.9 M
.7 M
1.1 M
.5 M
UPSIDE POTENTIAL
PEOPLE IMPACTED
(OPTIMIZED SPEND)
.3 M
-1.9 M
3.7 M
3.6 M
5.7 M+ 27%

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By reallocating spend to
mobile, there is an
incremental potential of 2.5
million people or
+12%!
That’s almost the equivalent
of the population of Chicago!
Same Budget
Better Results

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The box ad displayed the product more clearly &
increased impact by 2.5x
0%
2%
4%
6%
8%
0 3 6 9 12 15Frequency
%ImpactAmong
Exposed
Banner Size B
Banner Size A
Frequency to Impact Response: Ad Size
2.5x
Banner Ad Size A - Box Banner Ad Size B - Row

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Mobile was more effective at driving
awareness among men
0%
4%
8%
12%
16%
20%
0 2 4 6 8 10
Mobile - Males
Mobile - Average
Frequency to Impact Response: Demographic Targets
Frequency
%ImpactAmong
Exposed
Mobile had 70% more
impact among Males

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So, What’s The Future Look Like?
37

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Really, To Summarize Insights
Mobile Optimization in mix is 11% or 16% in first two studies:
1. Increased QSR +5.5% (Purchase Intent)
2. AT&T/MotoX Awareness +12% (Awareness)
1. Targeting men heavier would have increased performance in both
2. So would getting rid of lower performing ads (+2.5X vs. 2X) in both
3. For QSR, targeting lunchtime improved Mobile only performance by 3X!!!
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But Will SMoX Make a Difference?
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 XMOS Studies
Total Online Spending
Average XMOS Brands

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How to Capitalize on SMoX
Are you a Major Marketer?
• Want to do a SMoX Study – See me
• Want us to present to your staff – See me
Are you a Major Agency?
• Want us to present to your staff – See me
Everyone?
• Want to find out how to be successful in Mobile – See me
40
greg@mmaglobal.com
+1 631 702 0682

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Thank You
Let’s Go Find
Some Oil!

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INDUSTRY
OUTREACH
1. Insights used in Sales materials
(Phase 1,2,3)
2. Sales training in publisher’s
offices as selected by publisher.
(Phase 1,2,3)
3. Presentation of results in person
at publishers’ clients or agency
gatherings
(Phase 1,2,3)
4. Welcome remarks in Roadshows
(Platinum)
(Phase 2, 3)
1. ANA /AAAA events and other initiatives (Phase 1,2,3)
2. Research events ARF, ESOMAR, I-COM (Phase 2,3)
3. Cannes and other events (Phase 1, 2, 3)
4.Agency/Marketer lunches (Phase 2,3)
1. Materials related to SMoX including
press releases, presentations, case
studies, MMA Website (Phase 1,2,3)
2. Webinars Sales and marketing
teams to participate (Phase 1,2,3)
3. MMA Conferences including MMA
Forums, CEO and CMO Summits
(Phase 1,2,3)
4. RoadShow events in up to 4-6
cities inviting approximately 50 to 200
marketers and agencies to preview
study results. (Phase 2)
SMoX
Magnify MMA
Roll Out Next
18 Months

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1. Mobile delivered nearly 2x the impact
/dollar spent compared to TV
0
5
10
15
20
National TV Online Desktop Print Mobile
TotalImpactduetoExposure(MM
people)
People Impacted:
Device Awareness
Efficiency (Impact/$):
Device Awareness

ClickZ Live in SF - Mobile Advertising in the Marketing Mix for AT&T

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