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Mobile Overview

Mobile Overview. Mobile Shopping- Comscore September 2012. In July 2012, Comscore saw 85.9MM mobile shoppers 41% of all shoppers were from Amazon Apple stores (iTunes, app store etc.) saw 17% Women are much more prevalent than men. Women are less likely tied to a PC.

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Mobile Overview

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  1. Mobile Overview

  2. Mobile Shopping- Comscore September 2012 • In July 2012, Comscore saw 85.9MM mobile shoppers • 41% of all shoppers were from Amazon • Apple stores (iTunes, app store etc.) saw 17% • Women are much more prevalent than men. Women are less likely tied to a PC. • The Millennial generation is leading the way! • Local mobile is great for retail, but scale issues hinder the ROI

  3. How Customers are using Mobile in the shopping process? Source: Harris Interactive, Apigee, Aug 2012

  4. Mobile Ad Spend vs. Mobile Usage

  5. Best Practices- Planning • Foresee mobile becoming the primary digital touchpoint in all marketing. • Establish clear objectives for mobile efforts. • Consumers are using technology to make better buying decisions and find your product • Identify your customers mobile habits and align objectives. • Integrate with other marketing efforts. Increased fragmentation! • Learn the essential tools of mobile. • Develop communications strategy to always be in front of consumer. • Mobile is a distinctly lower funnel activity primarily during the purchase process

  6. Mobile Tactics Mobile search

  7. How Is Mobile Search Different From Online Search? • For the 40%+ with smart phones, it often isn’t • Most online search campaigns show up on mobile web/app searches as well • Like online marketing, it begins and ends with Search! • Optimize site for local and mobile search

  8. Before You Plan A Mobile-Only Display Campaign } 5-7% IOS Android All of a campaign’s impressions will naturally serve on tablets or mobile phone devices “Other” devices include any device with a browser (xbox, blu ray player, iTV browser, etc.) but tend to encompass miniscule impression volumes in 2012

  9. Two Major Types of Mobile Display

  10. Mobile Display Targeting Options

  11. Mobile Display Targeting

  12. The Truth About Mobile Geo-Targeting

  13. The Dream Of Mobile Is Simple • Identify a user at the right place at the right time, and serve them your ad! Joe’s Tacos Come get some tacos!

  14. Mobile Geo-Targeting Is In Its Infancy • Let’s separate fact from fiction, dreams from reality • Determining a phone’s location is determined by three key variables • Connection type: Wifi vs. 3G/4G • OS (iOS, Android, etc) • Lat/Long inclusion and trustworthiness

  15. Connection Type Is The Biggest Variable • Same location accuracy as online • 10-15 mile radius • Geo must be passed from mobile carrier • AT&T, Verizon, etc. • Accuracy varies widely

  16. Device Connection Probabilities Cisco Internet Business Solutions Group, 2012 ~64.5% of mobile connectivity is via the mobile network

  17. The Real Story Of The Mobile Carrier Network • Sitting in Plano, TX on WiFi, I went to IPlocation.net • A good site provides results from four sources • Then I hopped off WiFi and onto Verizon’s 4G • Then I restarted my phone be assigned a new IP address and test it again • Here are the results as four IP geo-targeting providers see them

  18. Mobile Geo-Targeting Results: WiFi I’m on WiFi Dallas – eh, about 12 miles off Plano – right on Plano – right on Plano – right on Of the two lat/longs provided, one is about 10 miles away, the other is less than a mile

  19. Mobile Geo-Targeting Results: Mobile Network • On mobile carrier network • Outstanding – 20 miles away • Outstanding – 15 miles away • Very far away – we’ll come back to this • It has no idea

  20. Mobile Geo-Targeting Results: Mobile Network, Take II • On mobile carrier network • Still good – about 40 miles away • Poor – 1,100 miles away • Also far – we’ll come back to this • It has no idea

  21. Lat/Long Availability & Reliability for in-app placements

  22. The OS As A Variable In Providing Lat/Long “Master settings” in phone – Lat/Long is all or nothing Android: 51% Other: 6% App by App – Apple approves first, then user iOS: 43% As of 4/13

  23. Lat/Long Values In The Ad Call No lat/long: 20% Lat/long value passed: 80% Source: Metaresolver and PlaceIQ As of 4/13

  24. Wow, 80% Give Me Exact Lat/Long?Not quite Actual lat/ long: 10% of original 100% False lat/long: 70% of original 100% Source: Metaresolver and PlaceIQ As of 4/13

  25. Coming Back To What “Far Away” Is The geographic center of the U.S.

  26. At Least There’s Fraud DetectionIt’s Just Not All That Great 49% of false lat/long values are caught, then default to carrier location 21% of lat/longs go undetected as false Source: PlaceIQ As of 4/13

  27. Conclusion: A User Is Walking Down The Street… Accurate to country level, less so to state or DMA (73%) We got ‘em! (6%) Likely country-accurate (21%) Source: Data aggregation from previous slides

  28. So, Why Would I Buy Into Mobile At ALL? Lots Of Reasons

  29. The Case For Mobile • It’s >10% of eyeball time • Imperfect doesn’t mean “avoid at all costs” Source: Mary Meeker D10 Presentation, Morgan Stanley, 2012

  30. The Case For Mobile • Online “in-view” ranges from 40-65% • Mobile in-app is 100% • Online web pages have between 3 and “more than a dozen” ads on them • In-app is typically 1 – 100% share of screen or SOV on the page • Engagement can be higher • While half of mobile clicks are likely mistaken, CTRs on mobile are often .3%+ • Not to say “CTR is back” but it shows the novelty of mobile advertising still captures active attention

  31. The Case For Mobile • It’s cheap • Even cheaper than online • So, at $3.00 CPMs, ‘waste’ is a relative term! • If we can hit an ROI or brand goal, it’s a success!

  32. Conclusions • DMA accuracy will vary, and we won’t know until we try • Even with the geographic waste there is enough upside compared to other media to “even it out” • Tablet and phone are totally different channels – don’t lump them together as “mobile” • Geo-fencing is silliness • Now you know and you can tell your clients the truth, which other vendors clearly are not

  33. Want More Information

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