SlideShare uma empresa Scribd logo
1 de 48
Baixar para ler offline
MSNBC-  Mobile Marketing Harnessing the Power of the Small Screen
MSNBC-  Mobile Marketing Harnessing the Power of the Small Screen
MSNBC-  Mobile Marketing Harnessing the Power of the Small Screen
MSNBC-  Mobile Marketing Harnessing the Power of the Small Screen
Nearly three-quarters of American consumers are multitasking while
watching TV, according to a new study from Deloitte.

While watching TV:
• 42% of US viewers are online
• 29% are talking on cellphones or mobile devices
• 26% are sending instant messages or text messages.
MSNBC-  Mobile Marketing Harnessing the Power of the Small Screen
24.0MM
              Tablet Sales
  7.6%


    49.4MM
               Mobile Social Usage
     15.6%

             73.3MM
                             Smartphones
              23.4%


                    91.4MM
                                    Mobile Internet
                     29.2%


                                                                        236.6MM
         Total Mobile Phone Users                                         75%

                                    All US figures based on total US pop of 315.5MM
                                    Source: eMarketer
• According to ComScore, in May of 2010, 90%+ of the US population over 13
  owned a mobile device.
• eMarketer reports there are over 100MM mobile internet users in the US.
• Nielsen reports approximately half of the cell phones in the US are currently
  smart phones as compared to only 27% 1 year ago- smart phone adoption is
  increasing.
• Unlike a TV, computer, or newspaper, mobile devices are almost always on you
  and can be accessed practically everywhere- their reach is unmatched by any
  other advertising medium.




                                                             Morgan Stanley Internet Report
• In 1984, there were about 1,000 devices worldwide able to access the internet.
  Last year, there were 1 billion.

• It took radio 38 years to reach 50 million users. It took Facebook two years.

• iPhone was released in 2007 – it was the first multi-touch smartphone

• Since the launch of both Apple’s iOS and Google’s Android, the smartphone
  market has exploded in populatrity and in May 2010, accounted for more than
  17.3% of all mobile phones sold

• Android has over 37% market share (beating iOS) by CY10, H2

• It took Twitter 3 years to reach 1 billion tweets. Now there are over 1 billion
  tweets per week.

• Facebook has 250 million regular visitors. . . On mobile devices. There are more
  than half a billion active users overall.
• Mobile advertising is a lot like desktop advertising but it’s simpler.
  And more complicated.
   • Less ad capability and fewer formats
   • More fragmented and less transparency

• 2 mobile display advertising opportunities:
   • Mobile web:
      • mobile equivalent of desktop web space but generally
         simplified (WAP site)
   • Mobile in-app:
      • stand-alone software used for dedicated and specific
         purpose
Smartphone, Feature Phone &       Smartphone OS Mix
                                      Ranked by Impressions
Connected Device Impression Share
                                                1%            2%
                                              WINDOWS       SYMBIAN




        17%                                 17%
       FEATURE                               RIM
       PHONES


  16%
 CONNECTED         67%               27%                       53%
  DEVICES        SMARTPHONES                                  ANDROID
                                      iOS




                                            Source: Millennial Media, 5/11
Broadcast
                             Social Media



                                                      Mobile

Nightly On-Air Promotion



                             Digital




                             Mobile
   Msnbc.com Homepage                            Nightly.msnbc.com


                              Nightly iPad App
• Extend reach
   • reach your audience when they’re not in front of traditional media or while
      they’re multi-tasking with traditional media

• Apply the multi-screen multiplier
   • walk your consumers all the way through the marketing funnel by reaching
     your audience on multiple types of media to increase your campaign’s
     effectiveness (extends PC reach by 13% according to Nielsen)

• Reach consumers at the bottom of the funnel
   • purchase intent and brand awareness with consumers on mobile devices is
      higher than on desktop. Mobile users are more action oriented and mobile
      advertising is very effective at the point of purchase.

• Mobile display should account for 10-15% of an overall campaign budget
25%
Percent Impacted Delta




                         20%


                         15%
                                                                                                                                                                                                  Mobile
                         10%                                                                                                                                                                      Online


                         5%


                         0%
                               Aided Brand Advertising                                 Message      Brand                                           Purchase
                                Awareness Awareness                                   Association Favorability                                       Intent
   Source: Dynamic Logic MarketNorms for Online, last 3 years through Q4/2009, N=2, 461 campaigns, n=3, 713,053 respondents; Adinex for Mobile Norms through Q4/2009, N=74 Campaigns, n=69, 524
   respondents Delta=Exposed-Control
Service            Advertisers &
     Publishers
                          Providers             Agencies




                                      Angry
                  msnbc
                                      Birds



                             ESPN                   Etc.
        MSN



Anyone who has content that is monetized by advertising
Service
                          Providers




             Advertiser
                and
                                                   Networks
             Publisher
             Solutions

                                      Ad Serving
Rich Media
                                      Platforms
 Providers
Offer creative execution and development




              Phluent                      Medialets




Rich Media
 Providers                   Celtra
Offers services like 3rd party
                        ad serving


Advertiser
   and                DART
Publisher
       Atlas
Solutions
Serves advertiser’s ads on
    publisher’s page


        Mocean                             Ad Expert




                     Smaato
                                                       AdMarvel
                              Ad Serving
                              Platforms
• Provides publishers with
  ways to monetize remant

• Provides advertisers        AdMob

  with inexpensive remant
  inventory                                        Networks

                                      Millennial




Frequently networks own or have their                 Mojiva

      own ad serving platforms
Advertisers &
                                Agencies




Local or National Companies
• Sponsors are interested in apps that will be frequently used
  or have a large number of active unique users.

• Frequent use can be driven through a connection to a
  specific event, such as The Today Show, or Nightly News,
  and content that is updated regularly over long periods of
  time.

• Sponsors also look for a unique experience that is not
  available on either a regular or mobile web site, such as
  video playlists since the devices allow an opportunity for
  engaged interactivity with brands.
• Sponsors look for an app that reaches their target demo

• Mobile app display impressions are typically sold as a
  bundle with mobile web assuming a content match.

• Other times, advertisers may be interested in purely in-
  app opportunities or may even pay for their own
  branded app

• Sponsors look for apps that will have marketing buzz
  that builds to the launch event, particularly if they can
  be incorporated in the buzz and launch.
Web
  Mobile Apps




                                                    81
                      70                  74        MINUTES


64                    MINUTES
                                66        MINUTES

MINUTES                         MINUTES




          43
          MINUTES




June, 2010          December, 2010        June 2011
                                                Source: comscore, Alexa, Flurry Analytics
• App Loading Takeover
  Banner Video Preroll
  Homescreen Placement
  Brand Blast
  Mobile
  •• Size of banner dependsad apps: 10-15 loading and one
   • Handheld in-appbrowse app (300x250) second to custom
     Appears device homescreen of each section Only
     appears on the while and is initially clicks pre-roll.
     “interstitial” pop-over on device served on.
     ad size per device in landing page - have no companion or
     Video pre-roll ads are non-clickable and unique Ads typically
     subsection
     branded full-screen standard placement. to Zumobi
     leave-behind banner
     scale to width of device’s screen.
     apps
  • iPad • Note: The power of rich media on mobile phones is
         browse: 15-30 second pre-roll. Video pre-roll is clickable,
    features companion banner Mobile ads and screens are
           particularly impactful.
  • iPad in-app:small and because rich media offers a is NOT
           very 15-30 second pre-roll. Video pre-roll highly
           engaging and interactive experience, thus
    clickable, features clickable-companion banner with leave-
    behindmagnifying ad effectiveness on a mobile device.
            on the feature screen
• Targeting by device and carrier are
  standard across most platforms.

• GEO targeting (geographical location) is
  also fairly standard across most
  platforms.

• Demo targeting (demographic) is not
  standard.
• Fragmented landscape
   • many players involved
• Lack of scale
   • different products and ad serving platforms each
     have unique workflow
• Lack of research
   • apps are insular, privacy a concern with phone info,
     cookies and URLs drop
• Technical
   • typical ad call flow is far more complicated than
     desktop ad call
28%
                                                36%
                54%
                                                               57%
                                                                       15%
                                          10%


      Despite Android’s Rise, It’s Losing Developer Support
                                 iPhone/iPod Touch    iPad   Android

Source: Flurry Analytics, January – June 2011
Tags can be printed, stuck, or
                                                             displayed anywhere.




Download it. Open the app, point your phone at a tag, and - presto!- you get a piece
of content or an experience that helps build the Open Happiness brand and creates
                          more consumer engagement.
MSNBC-  Mobile Marketing Harnessing the Power of the Small Screen
81.3
90                     (87%)
80

70

60            43.6
             (178%)
50

40

30
      15.7
20

10

 0
     2010    2011     2012
                               Source: eMarketer, Dec 2010
• eMarketer expects worldwide tablet sales to reach 81.3 million units
  in 2012, up from 15.7 million in 2010.

• Apple’s iPad, which essentially revitalized the category, will remain
  the market-share leader through the forecast period, with an
  expected 69% of the global market in 2012, down from 85% in 2010.

• Consumers in the US will be big drivers of tablet sales, making up
  62% of all tablets sold in 2010.
MSNBC-  Mobile Marketing Harnessing the Power of the Small Screen
• Almost 300 million or 1 in 5 smartphones worldwide will be NFC (Near
  Field Communications) -enabled by 2014 (Juniper Research, April 2011)
• 10% of Japanese mobile subscribers have already used their mobile wallet
  to make a purchase (9.8MM)
    – Retail/Convenience store, vending machine, public transportation grocery
      stores, and restaurants
A system that allows syncing
between your TV and a secondary
      device, like your iPad
• Your watching Maddow, the topic is the
  stimulus packages
• Your iPad, listening to
  the audio from your
  TV, hears the stimulus
  package audio and
  triggers…

• The Maddow App,
  which brings up a
  stimulus package
  info-graphic, magic!
• You’ve DVR’ed the first hour of the TODAY
  show so you can check out Maroon 5’s
  appearance on the Today Concert Series
• Your iPhone, listening to the audio
  from your TV, hears Matt Lauer
  talking to the lead singer…

• The TODAY App, knowing the
  concert series is sponsored by
  Toyota, launches a Toyota rich
  media mobile ad touting the new
  CR-V
Women in Wireless
   •   www.Womeninwireless.org


CTIA
   •   www.CTIA.org


eMarketer
   •    www.emarketer.com


Mobile Marketer
   •    www.mobilemarketer.com


Zero Moment of Truth
   •    http://google-cpg.blogspot.com/2010/03/zero-moment-of-
        truth.html
Thank You
If you have any questions, please feel free to
                 contact me

              Mary Stenmark
              Senior Director
          Msnbc Digital Network
        Mary.stenmark@msnbc.com
               678-629-5263
MSNBC-  Mobile Marketing Harnessing the Power of the Small Screen
Source: eMarketer, July 2010
• Smartphone vs. feature phone, app versus WAP
   • Smartphones generally offer a richer, more interactive browsing
     experience yielding better advertising results as measured by CTR
     and conversion
   • In-app generally offers a more interactive, more effective advertising
     experience

• Mobile campaigns have multiple channels and drive numerous goals:
   • Display: branding, audience, DR / transaction (performance)
   • Search
   • Local
   • Commerce – at retail stores
   • SMS – text messaging

• Are tablets (iPad) mobile devices?
   • Generally yes but mimic the desktop browsing experience
• Make sure you have a call to action
• Make sure your site is easy to navigate
• Make sure all your links work
• Know who your audience is and make sure
  you reach them
• Ask users to opt in for more information, but
  do not abuse this opportunity!
•   Google: 55.3 million
•   Facebook: 42 million
•   Gmail: 40.5 million
•   Yahoo Mail: 39.9 million
•   Weather Channel: 26.9 million




      9 out of 10 searches result in an action
• Who buys the most mobile?
     • Autos
     • CPG – Consumer Product Goods
     • Technology and telecommunications
     • Financial Services
     • Entertainment
     • Travel
     • Retail
• Metrics
      • CTRs: .4-.6% on msnbc mobile browse
      • .8 - 1.5% industry standards
          • (5-20X higher than desktop online)

• Features / capabilities:
       • frequency capping (standard)
       • day parting (standard)
       • 3rd party ad tracking (standard)
       • 3rd party ad serving (not standard)

Mais conteúdo relacionado

Mais procurados

Future Insight: Mobile Marketing in Japan
Future Insight: Mobile Marketing in JapanFuture Insight: Mobile Marketing in Japan
Future Insight: Mobile Marketing in JapanChristopher Billich
 
Q2 2011 - Global Report
Q2 2011 - Global ReportQ2 2011 - Global Report
Q2 2011 - Global ReportInMobi
 
Latest InMobi research finds smartphones impression growth outpacing advanced...
Latest InMobi research finds smartphones impression growth outpacing advanced...Latest InMobi research finds smartphones impression growth outpacing advanced...
Latest InMobi research finds smartphones impression growth outpacing advanced...InMobi
 
Q2 2011 - North America Region Report
Q2 2011 - North America Region ReportQ2 2011 - North America Region Report
Q2 2011 - North America Region ReportInMobi
 
India now the largest mobile advertising market in Asia Pacific
India now the largest mobile advertising market in Asia PacificIndia now the largest mobile advertising market in Asia Pacific
India now the largest mobile advertising market in Asia PacificInMobi
 
Q3 2011 - Webinar Report
Q3 2011 - Webinar ReportQ3 2011 - Webinar Report
Q3 2011 - Webinar ReportInMobi
 
Mobile Web Marketing Campaigns - Evaluating The Key Ingredients
Mobile Web Marketing Campaigns - Evaluating The Key IngredientsMobile Web Marketing Campaigns - Evaluating The Key Ingredients
Mobile Web Marketing Campaigns - Evaluating The Key IngredientsMoses Kemibaro
 
UK Mobile Market Overview #1, 2010
UK Mobile Market Overview #1, 2010UK Mobile Market Overview #1, 2010
UK Mobile Market Overview #1, 2010Jason Cross
 
Q3 2011 - Global+Regional Report with Country Detail
Q3 2011 - Global+Regional Report with Country DetailQ3 2011 - Global+Regional Report with Country Detail
Q3 2011 - Global+Regional Report with Country DetailInMobi
 
Mobile marketing sales presentation
Mobile marketing sales presentationMobile marketing sales presentation
Mobile marketing sales presentationMKW Industries, Inc.
 
Q3 2011 - North America Report
Q3 2011 - North America ReportQ3 2011 - North America Report
Q3 2011 - North America ReportInMobi
 
MOBILE WORLD CONGRESS - DEVELOPERS AS INNOVATORS
MOBILE WORLD CONGRESS - DEVELOPERS AS INNOVATORS MOBILE WORLD CONGRESS - DEVELOPERS AS INNOVATORS
MOBILE WORLD CONGRESS - DEVELOPERS AS INNOVATORS InMobi
 
QE July 2011 - Global Report
QE July 2011 - Global ReportQE July 2011 - Global Report
QE July 2011 - Global ReportInMobi
 
Inc pres (dma bristol apps) 24 jun11 v1.1
Inc pres (dma bristol apps) 24 jun11 v1.1Inc pres (dma bristol apps) 24 jun11 v1.1
Inc pres (dma bristol apps) 24 jun11 v1.1Jason Cross
 
QE July 2011 - Europe Report
QE July 2011 - Europe ReportQE July 2011 - Europe Report
QE July 2011 - Europe ReportInMobi
 
QE July 2011 - North America Region Report
QE July 2011 - North America Region ReportQE July 2011 - North America Region Report
QE July 2011 - North America Region ReportInMobi
 
Plus1 WapStart Sales Presentation - Advertisers Eng
Plus1 WapStart Sales Presentation - Advertisers EngPlus1 WapStart Sales Presentation - Advertisers Eng
Plus1 WapStart Sales Presentation - Advertisers EngAlexander Blinov
 
Mobile 101 Class 2: The Past, Present, and Future of Mobile
Mobile 101 Class 2: The Past, Present, and Future of MobileMobile 101 Class 2: The Past, Present, and Future of Mobile
Mobile 101 Class 2: The Past, Present, and Future of MobileThe Media Kitchen
 
Introduction to Mobile Marketing
Introduction to Mobile MarketingIntroduction to Mobile Marketing
Introduction to Mobile MarketingMike Craig
 

Mais procurados (20)

Com score how_multi-screen_consumers_are_changing_media_dynamics
Com score how_multi-screen_consumers_are_changing_media_dynamicsCom score how_multi-screen_consumers_are_changing_media_dynamics
Com score how_multi-screen_consumers_are_changing_media_dynamics
 
Future Insight: Mobile Marketing in Japan
Future Insight: Mobile Marketing in JapanFuture Insight: Mobile Marketing in Japan
Future Insight: Mobile Marketing in Japan
 
Q2 2011 - Global Report
Q2 2011 - Global ReportQ2 2011 - Global Report
Q2 2011 - Global Report
 
Latest InMobi research finds smartphones impression growth outpacing advanced...
Latest InMobi research finds smartphones impression growth outpacing advanced...Latest InMobi research finds smartphones impression growth outpacing advanced...
Latest InMobi research finds smartphones impression growth outpacing advanced...
 
Q2 2011 - North America Region Report
Q2 2011 - North America Region ReportQ2 2011 - North America Region Report
Q2 2011 - North America Region Report
 
India now the largest mobile advertising market in Asia Pacific
India now the largest mobile advertising market in Asia PacificIndia now the largest mobile advertising market in Asia Pacific
India now the largest mobile advertising market in Asia Pacific
 
Q3 2011 - Webinar Report
Q3 2011 - Webinar ReportQ3 2011 - Webinar Report
Q3 2011 - Webinar Report
 
Mobile Web Marketing Campaigns - Evaluating The Key Ingredients
Mobile Web Marketing Campaigns - Evaluating The Key IngredientsMobile Web Marketing Campaigns - Evaluating The Key Ingredients
Mobile Web Marketing Campaigns - Evaluating The Key Ingredients
 
UK Mobile Market Overview #1, 2010
UK Mobile Market Overview #1, 2010UK Mobile Market Overview #1, 2010
UK Mobile Market Overview #1, 2010
 
Q3 2011 - Global+Regional Report with Country Detail
Q3 2011 - Global+Regional Report with Country DetailQ3 2011 - Global+Regional Report with Country Detail
Q3 2011 - Global+Regional Report with Country Detail
 
Mobile marketing sales presentation
Mobile marketing sales presentationMobile marketing sales presentation
Mobile marketing sales presentation
 
Q3 2011 - North America Report
Q3 2011 - North America ReportQ3 2011 - North America Report
Q3 2011 - North America Report
 
MOBILE WORLD CONGRESS - DEVELOPERS AS INNOVATORS
MOBILE WORLD CONGRESS - DEVELOPERS AS INNOVATORS MOBILE WORLD CONGRESS - DEVELOPERS AS INNOVATORS
MOBILE WORLD CONGRESS - DEVELOPERS AS INNOVATORS
 
QE July 2011 - Global Report
QE July 2011 - Global ReportQE July 2011 - Global Report
QE July 2011 - Global Report
 
Inc pres (dma bristol apps) 24 jun11 v1.1
Inc pres (dma bristol apps) 24 jun11 v1.1Inc pres (dma bristol apps) 24 jun11 v1.1
Inc pres (dma bristol apps) 24 jun11 v1.1
 
QE July 2011 - Europe Report
QE July 2011 - Europe ReportQE July 2011 - Europe Report
QE July 2011 - Europe Report
 
QE July 2011 - North America Region Report
QE July 2011 - North America Region ReportQE July 2011 - North America Region Report
QE July 2011 - North America Region Report
 
Plus1 WapStart Sales Presentation - Advertisers Eng
Plus1 WapStart Sales Presentation - Advertisers EngPlus1 WapStart Sales Presentation - Advertisers Eng
Plus1 WapStart Sales Presentation - Advertisers Eng
 
Mobile 101 Class 2: The Past, Present, and Future of Mobile
Mobile 101 Class 2: The Past, Present, and Future of MobileMobile 101 Class 2: The Past, Present, and Future of Mobile
Mobile 101 Class 2: The Past, Present, and Future of Mobile
 
Introduction to Mobile Marketing
Introduction to Mobile MarketingIntroduction to Mobile Marketing
Introduction to Mobile Marketing
 

Destaque (6)

Jak znaleźć czas na jakość? ­ Teoria Kolejek w praktyce
Jak znaleźć czas na jakość? ­ Teoria Kolejek w praktyceJak znaleźć czas na jakość? ­ Teoria Kolejek w praktyce
Jak znaleźć czas na jakość? ­ Teoria Kolejek w praktyce
 
W co graja testerzy
W co graja testerzyW co graja testerzy
W co graja testerzy
 
Domain-Driven Design workshops
Domain-Driven Design workshopsDomain-Driven Design workshops
Domain-Driven Design workshops
 
Blunders in Test Automation
Blunders in Test AutomationBlunders in Test Automation
Blunders in Test Automation
 
Risk base effective testing and quality management in the project
Risk base effective testing and quality management in the projectRisk base effective testing and quality management in the project
Risk base effective testing and quality management in the project
 
Publishing for digital minds simon andrews
Publishing for digital minds simon andrewsPublishing for digital minds simon andrews
Publishing for digital minds simon andrews
 

Semelhante a MSNBC- Mobile Marketing Harnessing the Power of the Small Screen

Mobile Advertising Mar 10
Mobile Advertising Mar 10Mobile Advertising Mar 10
Mobile Advertising Mar 10Exicon
 
Millennial Mobile Media Capabilities 8.08
Millennial Mobile Media Capabilities 8.08Millennial Mobile Media Capabilities 8.08
Millennial Mobile Media Capabilities 8.08space150
 
What Savvy Brand Marketers Must Know About Mobile
What Savvy Brand Marketers Must Know About MobileWhat Savvy Brand Marketers Must Know About Mobile
What Savvy Brand Marketers Must Know About MobileInMobi
 
Navigating through the fragmented media landscape by Binay Tiwari, Head Mark...
 Navigating through the fragmented media landscape by Binay Tiwari, Head Mark... Navigating through the fragmented media landscape by Binay Tiwari, Head Mark...
Navigating through the fragmented media landscape by Binay Tiwari, Head Mark...iMediaIndia
 
Mobicue May 7 2009
Mobicue May 7 2009Mobicue May 7 2009
Mobicue May 7 2009Song Li
 
Crazy4Media Mobile marketing & smes 110531
Crazy4Media Mobile marketing & smes 110531Crazy4Media Mobile marketing & smes 110531
Crazy4Media Mobile marketing & smes 110531Tom Horsey
 
Generic draft 1 july 10 fina lvh
Generic draft 1 july 10 fina lvhGeneric draft 1 july 10 fina lvh
Generic draft 1 july 10 fina lvhMEmbrace
 
CIM mobile marketing overview May 2012
CIM mobile marketing overview May 2012CIM mobile marketing overview May 2012
CIM mobile marketing overview May 2012Jason Cross
 
Social media acknowledging the growing importance of mobile use in east africa
Social media acknowledging the growing importance of mobile use in east africaSocial media acknowledging the growing importance of mobile use in east africa
Social media acknowledging the growing importance of mobile use in east africaCoca-Cola
 
Nihal Mehta - Mobile Marketing 3.0
Nihal Mehta - Mobile Marketing 3.0Nihal Mehta - Mobile Marketing 3.0
Nihal Mehta - Mobile Marketing 3.0Gianluca Adinolfi
 
MobiTree FTMA Conference 2012: Mobile Marketing & Rules to Stay Ahead of The ...
MobiTree FTMA Conference 2012: Mobile Marketing & Rules to Stay Ahead of The ...MobiTree FTMA Conference 2012: Mobile Marketing & Rules to Stay Ahead of The ...
MobiTree FTMA Conference 2012: Mobile Marketing & Rules to Stay Ahead of The ...MobiTree, LLC.
 
Building more informed_mobile_strategies
Building more informed_mobile_strategiesBuilding more informed_mobile_strategies
Building more informed_mobile_strategiesElena Pikunova
 
Mobile Marketing: Why smartphones are upending traditional print and web base...
Mobile Marketing: Why smartphones are upending traditional print and web base...Mobile Marketing: Why smartphones are upending traditional print and web base...
Mobile Marketing: Why smartphones are upending traditional print and web base...Kenko Health, Inc.
 
Vas india mobile advertising - akhil minocha
Vas india   mobile advertising - akhil minochaVas india   mobile advertising - akhil minocha
Vas india mobile advertising - akhil minochaAkhil Minocha
 
Mobile Marketing To The Masses In Africa
Mobile Marketing To The Masses In AfricaMobile Marketing To The Masses In Africa
Mobile Marketing To The Masses In AfricaMoses Kemibaro
 
M2 roadshow us victor malachard, adfonic
M2 roadshow us   victor malachard, adfonicM2 roadshow us   victor malachard, adfonic
M2 roadshow us victor malachard, adfonicmobilesquared Ltd
 
Mobile Marketing and Social Campaigns
Mobile Marketing and Social CampaignsMobile Marketing and Social Campaigns
Mobile Marketing and Social CampaignsVioleta Salas
 

Semelhante a MSNBC- Mobile Marketing Harnessing the Power of the Small Screen (20)

Mobile Advertising Mar 10
Mobile Advertising Mar 10Mobile Advertising Mar 10
Mobile Advertising Mar 10
 
Millennial Mobile Media Capabilities 8.08
Millennial Mobile Media Capabilities 8.08Millennial Mobile Media Capabilities 8.08
Millennial Mobile Media Capabilities 8.08
 
Mobile Marketing State of the Union
Mobile Marketing State of the UnionMobile Marketing State of the Union
Mobile Marketing State of the Union
 
What Savvy Brand Marketers Must Know About Mobile
What Savvy Brand Marketers Must Know About MobileWhat Savvy Brand Marketers Must Know About Mobile
What Savvy Brand Marketers Must Know About Mobile
 
Navigating through the fragmented media landscape by Binay Tiwari, Head Mark...
 Navigating through the fragmented media landscape by Binay Tiwari, Head Mark... Navigating through the fragmented media landscape by Binay Tiwari, Head Mark...
Navigating through the fragmented media landscape by Binay Tiwari, Head Mark...
 
Mobicue May 7 2009
Mobicue May 7 2009Mobicue May 7 2009
Mobicue May 7 2009
 
Crazy4Media Mobile marketing & smes 110531
Crazy4Media Mobile marketing & smes 110531Crazy4Media Mobile marketing & smes 110531
Crazy4Media Mobile marketing & smes 110531
 
Generic draft 1 july 10 fina lvh
Generic draft 1 july 10 fina lvhGeneric draft 1 july 10 fina lvh
Generic draft 1 july 10 fina lvh
 
CIM mobile marketing overview May 2012
CIM mobile marketing overview May 2012CIM mobile marketing overview May 2012
CIM mobile marketing overview May 2012
 
Social media acknowledging the growing importance of mobile use in east africa
Social media acknowledging the growing importance of mobile use in east africaSocial media acknowledging the growing importance of mobile use in east africa
Social media acknowledging the growing importance of mobile use in east africa
 
Nihal Mehta - Mobile Marketing 3.0
Nihal Mehta - Mobile Marketing 3.0Nihal Mehta - Mobile Marketing 3.0
Nihal Mehta - Mobile Marketing 3.0
 
MobiTree FTMA Conference 2012: Mobile Marketing & Rules to Stay Ahead of The ...
MobiTree FTMA Conference 2012: Mobile Marketing & Rules to Stay Ahead of The ...MobiTree FTMA Conference 2012: Mobile Marketing & Rules to Stay Ahead of The ...
MobiTree FTMA Conference 2012: Mobile Marketing & Rules to Stay Ahead of The ...
 
Building more informed_mobile_strategies
Building more informed_mobile_strategiesBuilding more informed_mobile_strategies
Building more informed_mobile_strategies
 
Mobile Marketing: Why smartphones are upending traditional print and web base...
Mobile Marketing: Why smartphones are upending traditional print and web base...Mobile Marketing: Why smartphones are upending traditional print and web base...
Mobile Marketing: Why smartphones are upending traditional print and web base...
 
Vas india mobile advertising - akhil minocha
Vas india   mobile advertising - akhil minochaVas india   mobile advertising - akhil minocha
Vas india mobile advertising - akhil minocha
 
Mobile Marketing To The Masses In Africa
Mobile Marketing To The Masses In AfricaMobile Marketing To The Masses In Africa
Mobile Marketing To The Masses In Africa
 
Mobile marketing
Mobile marketingMobile marketing
Mobile marketing
 
SpotXchange
SpotXchange SpotXchange
SpotXchange
 
M2 roadshow us victor malachard, adfonic
M2 roadshow us   victor malachard, adfonicM2 roadshow us   victor malachard, adfonic
M2 roadshow us victor malachard, adfonic
 
Mobile Marketing and Social Campaigns
Mobile Marketing and Social CampaignsMobile Marketing and Social Campaigns
Mobile Marketing and Social Campaigns
 

Último

Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 

Último (20)

Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 

MSNBC- Mobile Marketing Harnessing the Power of the Small Screen

  • 5. Nearly three-quarters of American consumers are multitasking while watching TV, according to a new study from Deloitte. While watching TV: • 42% of US viewers are online • 29% are talking on cellphones or mobile devices • 26% are sending instant messages or text messages.
  • 7. 24.0MM Tablet Sales 7.6% 49.4MM Mobile Social Usage 15.6% 73.3MM Smartphones 23.4% 91.4MM Mobile Internet 29.2% 236.6MM Total Mobile Phone Users 75% All US figures based on total US pop of 315.5MM Source: eMarketer
  • 8. • According to ComScore, in May of 2010, 90%+ of the US population over 13 owned a mobile device. • eMarketer reports there are over 100MM mobile internet users in the US. • Nielsen reports approximately half of the cell phones in the US are currently smart phones as compared to only 27% 1 year ago- smart phone adoption is increasing. • Unlike a TV, computer, or newspaper, mobile devices are almost always on you and can be accessed practically everywhere- their reach is unmatched by any other advertising medium. Morgan Stanley Internet Report
  • 9. • In 1984, there were about 1,000 devices worldwide able to access the internet. Last year, there were 1 billion. • It took radio 38 years to reach 50 million users. It took Facebook two years. • iPhone was released in 2007 – it was the first multi-touch smartphone • Since the launch of both Apple’s iOS and Google’s Android, the smartphone market has exploded in populatrity and in May 2010, accounted for more than 17.3% of all mobile phones sold • Android has over 37% market share (beating iOS) by CY10, H2 • It took Twitter 3 years to reach 1 billion tweets. Now there are over 1 billion tweets per week. • Facebook has 250 million regular visitors. . . On mobile devices. There are more than half a billion active users overall.
  • 10. • Mobile advertising is a lot like desktop advertising but it’s simpler. And more complicated. • Less ad capability and fewer formats • More fragmented and less transparency • 2 mobile display advertising opportunities: • Mobile web: • mobile equivalent of desktop web space but generally simplified (WAP site) • Mobile in-app: • stand-alone software used for dedicated and specific purpose
  • 11. Smartphone, Feature Phone & Smartphone OS Mix Ranked by Impressions Connected Device Impression Share 1% 2% WINDOWS SYMBIAN 17% 17% FEATURE RIM PHONES 16% CONNECTED 67% 27% 53% DEVICES SMARTPHONES ANDROID iOS Source: Millennial Media, 5/11
  • 12. Broadcast Social Media Mobile Nightly On-Air Promotion Digital Mobile Msnbc.com Homepage Nightly.msnbc.com Nightly iPad App
  • 13. • Extend reach • reach your audience when they’re not in front of traditional media or while they’re multi-tasking with traditional media • Apply the multi-screen multiplier • walk your consumers all the way through the marketing funnel by reaching your audience on multiple types of media to increase your campaign’s effectiveness (extends PC reach by 13% according to Nielsen) • Reach consumers at the bottom of the funnel • purchase intent and brand awareness with consumers on mobile devices is higher than on desktop. Mobile users are more action oriented and mobile advertising is very effective at the point of purchase. • Mobile display should account for 10-15% of an overall campaign budget
  • 14. 25% Percent Impacted Delta 20% 15% Mobile 10% Online 5% 0% Aided Brand Advertising Message Brand Purchase Awareness Awareness Association Favorability Intent Source: Dynamic Logic MarketNorms for Online, last 3 years through Q4/2009, N=2, 461 campaigns, n=3, 713,053 respondents; Adinex for Mobile Norms through Q4/2009, N=74 Campaigns, n=69, 524 respondents Delta=Exposed-Control
  • 15. Service Advertisers & Publishers Providers Agencies Angry msnbc Birds ESPN Etc. MSN Anyone who has content that is monetized by advertising
  • 16. Service Providers Advertiser and Networks Publisher Solutions Ad Serving Rich Media Platforms Providers
  • 17. Offer creative execution and development Phluent Medialets Rich Media Providers Celtra
  • 18. Offers services like 3rd party ad serving Advertiser and DART Publisher Atlas Solutions
  • 19. Serves advertiser’s ads on publisher’s page Mocean Ad Expert Smaato AdMarvel Ad Serving Platforms
  • 20. • Provides publishers with ways to monetize remant • Provides advertisers AdMob with inexpensive remant inventory Networks Millennial Frequently networks own or have their Mojiva own ad serving platforms
  • 21. Advertisers & Agencies Local or National Companies
  • 22. • Sponsors are interested in apps that will be frequently used or have a large number of active unique users. • Frequent use can be driven through a connection to a specific event, such as The Today Show, or Nightly News, and content that is updated regularly over long periods of time. • Sponsors also look for a unique experience that is not available on either a regular or mobile web site, such as video playlists since the devices allow an opportunity for engaged interactivity with brands.
  • 23. • Sponsors look for an app that reaches their target demo • Mobile app display impressions are typically sold as a bundle with mobile web assuming a content match. • Other times, advertisers may be interested in purely in- app opportunities or may even pay for their own branded app • Sponsors look for apps that will have marketing buzz that builds to the launch event, particularly if they can be incorporated in the buzz and launch.
  • 24. Web Mobile Apps 81 70 74 MINUTES 64 MINUTES 66 MINUTES MINUTES MINUTES 43 MINUTES June, 2010 December, 2010 June 2011 Source: comscore, Alexa, Flurry Analytics
  • 25. • App Loading Takeover Banner Video Preroll Homescreen Placement Brand Blast Mobile •• Size of banner dependsad apps: 10-15 loading and one • Handheld in-appbrowse app (300x250) second to custom Appears device homescreen of each section Only appears on the while and is initially clicks pre-roll. “interstitial” pop-over on device served on. ad size per device in landing page - have no companion or Video pre-roll ads are non-clickable and unique Ads typically subsection branded full-screen standard placement. to Zumobi leave-behind banner scale to width of device’s screen. apps • iPad • Note: The power of rich media on mobile phones is browse: 15-30 second pre-roll. Video pre-roll is clickable, features companion banner Mobile ads and screens are particularly impactful. • iPad in-app:small and because rich media offers a is NOT very 15-30 second pre-roll. Video pre-roll highly engaging and interactive experience, thus clickable, features clickable-companion banner with leave- behindmagnifying ad effectiveness on a mobile device. on the feature screen
  • 26. • Targeting by device and carrier are standard across most platforms. • GEO targeting (geographical location) is also fairly standard across most platforms. • Demo targeting (demographic) is not standard.
  • 27. • Fragmented landscape • many players involved • Lack of scale • different products and ad serving platforms each have unique workflow • Lack of research • apps are insular, privacy a concern with phone info, cookies and URLs drop • Technical • typical ad call flow is far more complicated than desktop ad call
  • 28. 28% 36% 54% 57% 15% 10% Despite Android’s Rise, It’s Losing Developer Support iPhone/iPod Touch iPad Android Source: Flurry Analytics, January – June 2011
  • 29. Tags can be printed, stuck, or displayed anywhere. Download it. Open the app, point your phone at a tag, and - presto!- you get a piece of content or an experience that helps build the Open Happiness brand and creates more consumer engagement.
  • 31. 81.3 90 (87%) 80 70 60 43.6 (178%) 50 40 30 15.7 20 10 0 2010 2011 2012 Source: eMarketer, Dec 2010
  • 32. • eMarketer expects worldwide tablet sales to reach 81.3 million units in 2012, up from 15.7 million in 2010. • Apple’s iPad, which essentially revitalized the category, will remain the market-share leader through the forecast period, with an expected 69% of the global market in 2012, down from 85% in 2010. • Consumers in the US will be big drivers of tablet sales, making up 62% of all tablets sold in 2010.
  • 34. • Almost 300 million or 1 in 5 smartphones worldwide will be NFC (Near Field Communications) -enabled by 2014 (Juniper Research, April 2011) • 10% of Japanese mobile subscribers have already used their mobile wallet to make a purchase (9.8MM) – Retail/Convenience store, vending machine, public transportation grocery stores, and restaurants
  • 35. A system that allows syncing between your TV and a secondary device, like your iPad
  • 36. • Your watching Maddow, the topic is the stimulus packages
  • 37. • Your iPad, listening to the audio from your TV, hears the stimulus package audio and triggers… • The Maddow App, which brings up a stimulus package info-graphic, magic!
  • 38. • You’ve DVR’ed the first hour of the TODAY show so you can check out Maroon 5’s appearance on the Today Concert Series
  • 39. • Your iPhone, listening to the audio from your TV, hears Matt Lauer talking to the lead singer… • The TODAY App, knowing the concert series is sponsored by Toyota, launches a Toyota rich media mobile ad touting the new CR-V
  • 40. Women in Wireless • www.Womeninwireless.org CTIA • www.CTIA.org eMarketer • www.emarketer.com Mobile Marketer • www.mobilemarketer.com Zero Moment of Truth • http://google-cpg.blogspot.com/2010/03/zero-moment-of- truth.html
  • 41. Thank You If you have any questions, please feel free to contact me Mary Stenmark Senior Director Msnbc Digital Network Mary.stenmark@msnbc.com 678-629-5263
  • 44. • Smartphone vs. feature phone, app versus WAP • Smartphones generally offer a richer, more interactive browsing experience yielding better advertising results as measured by CTR and conversion • In-app generally offers a more interactive, more effective advertising experience • Mobile campaigns have multiple channels and drive numerous goals: • Display: branding, audience, DR / transaction (performance) • Search • Local • Commerce – at retail stores • SMS – text messaging • Are tablets (iPad) mobile devices? • Generally yes but mimic the desktop browsing experience
  • 45. • Make sure you have a call to action • Make sure your site is easy to navigate • Make sure all your links work • Know who your audience is and make sure you reach them • Ask users to opt in for more information, but do not abuse this opportunity!
  • 46. Google: 55.3 million • Facebook: 42 million • Gmail: 40.5 million • Yahoo Mail: 39.9 million • Weather Channel: 26.9 million 9 out of 10 searches result in an action
  • 47. • Who buys the most mobile? • Autos • CPG – Consumer Product Goods • Technology and telecommunications • Financial Services • Entertainment • Travel • Retail
  • 48. • Metrics • CTRs: .4-.6% on msnbc mobile browse • .8 - 1.5% industry standards • (5-20X higher than desktop online) • Features / capabilities: • frequency capping (standard) • day parting (standard) • 3rd party ad tracking (standard) • 3rd party ad serving (not standard)