Presentation to OOH Industry on the Mobile Opportunity

Twitter.com/gregstuart
1
How Mobile is Changing
the Game
Greg Stuart
Global CEO
Mobile Marketing Association
greg@mmaglobal.com
+1 631 702 0682

2
If you are Expert on Local,
then Where is More
Opportunity
More musings on the Mobile Marketing Opportunity for OOH Industry
Greg Stuart
Global CEO
greg@mmaglobal.com
+1 631 702 0682

3
The MMA and it’s Members
700+ Marketers, Agencies, Media Sellers, Tech, Operators Globally

4
The Only Constant is Change

5
$5.90 $6.10
$6.40
$6.70 $6.90
$0
$2
$4
$6
$8
$10
$12
2009 2010 2011 2012 2013 2014 2015 2016
$Billions
OOH Ad Spend
Mobile Ad Spend
Source: OAAA and eMarketer US Mobile Ad Spend, Jan 2012
US Mobile Ad Spend and OOH Ad Spend

6
$5.90 $6.10
$6.40
$6.70 $6.90
$1.45
$2.61
$4.31
$6.46
$8.66
$10.83
$0
$2
$4
$6
$8
$10
$12
2009 2010 2011 2012 2013 2014 2015 2016
$Billions
OOH Ad Spend
Mobile Ad Spend
Source: OAAA and eMarketer US Mobile Ad Spend, Jan 2012
US Mobile Ad Spend and OOH Ad Spend

9
THREE THINGS TO DO TODAY
1. Local Marketers View of Mobile
2. MMA’s Perspective on Mobile
For Marketers
3. The Mobile Opportunity for
Local Media Sellers

10
QUICK STATE OF MOBILE FOR
LOCAL MARKETERS

11
Retailers Perceived Value Of Smartphones
in Driving Traffic to Store
20%
31%
50% -
Valuable to
Drive Traffic
45%
56%
37%
35%
13%
13%
2010
2011
2013
Lot of value Some value No value
Source: Retail Systems Research (RSR), “The 21st Century Store: The Search for Relevance” June 2011 & The Relevant Store in the Digital Age 2013
in 2013, 87% of retailers see value in smartphones’ ability

12
17% 15% 18% 19% 16%
23% 20%
26%
19% 18% 18%
60%
54%
36% 35%
34%
33%
31%
29%
20% 19% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Website Facebook
Page
Google Landing
Page
Twitter LinkedIn Video On
YouTube
Mobile
Website
Other
Social
Media
Pinterest Instagram
Don't Have, But Likely To Add Within 12 Months
Currently Have
Source: BIA/Kelsey
Percent Of SMBs With A Presence On
Different Digital Channels July 2013, U.S

13
AS I’VE SAID…
Mobile is the
Missing Piece to
Local
13

14
National
Local
$0
$2
$4
$6
$8
$10
$12
$14
$16
$18
2012 2013 2014 2015 2016 2017
TotalMobileAdSpendInUSD(Billions)
National Local
Local Mobile Ad Spend Will Overtake
National Mobile Spend By 2017
Source: BIA/Kelsey, April 2013

15
“We Hired A Guy”
Musings on the Mobile Marketing Opportunity for Publishers
Borrell Online Advertising Conference
New York City
March 3rd 2011
15

16
MMA’S PERSPECTIVE ON MOBILE FOR
MARKETERS

17
Consumer Adoption of Mobile Devices is
Astonishing
Smartphones
Tablets
0
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
3,500,000,000
4,000,000,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013E 2014E 2015E 2016E 2017E 2018E
PersonalComputers
Global Internet Device Sales
Source: Gartner, IDC, and Strategy Analytics, BI Intelligence Estimates Dec 2013

18
Proliferation of App Usage
Makes Mobile a Medium
App Usage is Double vs. 2-Years Ago
Sources: comScore, Alexa, Flurry Analytics
70 72 7066
94
127
162
168 168
0
20
40
60
80
100
120
140
160
180
Dec 2010. Dec 2011. Dec 2012.
AverageMinutesPerDay
U.S Web vs. App vs. TV Consumption , Minutes per day
Web Browsing Mobile Applications Television
Apps
Apps
Apps
TV
TV
TV

19
45%
25%
17%
4%
9%
7%
44%
26%
16%
6%
8% 8%
43%
26%
15%
9%
7% 7%
42%
26%
14%
12%
6%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
TV Online Radio Mobile Print Other
PercentofTotalMediaTimeSpent
U.S. Media Consumption Share
2009 2010 2011 2012
Tripled Since 2009
Source: eMarketer, October 2012
Truth is, Phones Are a Media Channel
Mobile

20
Never Leave Home w/o Phone
But It’s a Medium with Ubiquity
(both in the house house out)

21 21
Average each Day
And a Medium with Pervasiveness

23
And, Mobile has a Number of
Unique Advantages
1. Mobile is Personal
(one person per phone)
2. Mobile is Pervasive
(everywhere, all the time)
3. Mobile has Proximity
(tracking location)
Greg Stuart, CEO; greg@mmaglobal.com +1 631.702.0682

24
Role of Mobile in a Mix:
Nothing brings
marketers closer to
consumers than
mobile. Nothing.

25
The Change In Media Habits Suggests the
Need for a Change in Media Mix
Based on Algebraic Analysis
Mobile ad units included: Ads in Mobile Web (Display Ads), Ads in Apps, Mobile Video
Ads, Mobile Games Ads, Mobile Social, Tablets

26
Ad for Charity
26
• Add video here for Microloan

27
MOBILE OPPORTUNITY FOR LOCAL MEDIA

29
Three Thoughts For Local Media
1. Local Media [Sales] Can [Should] Lead
2. Lots of Opportunities to Innovate [and
Educate]
3. If it’s really about personalization and
proximity…Must get Scale

30
1.Publishers CAN Improve Ad
Effectiveness in Digital
Low High
1. Cut out International impressions 18% to 43%
2. Manage Frequency 50% to 70%
3. Capitalize on Time of Day/DoW 10% to 15%
4. Ad Size matters 20% to 54%
5. Page Placement really matters 6% to 350%
6. Creative is “mission critical” 0% to 400%
Total Gain Possible: 0% 2910%
Insights from the What Sticks Research

32
Asked To Speak on Future of Mobile
32
Impact on Pricing
Beacons

33
slide titleI Get It. Change is Hard

34
Take out a pen
and put it in your
left hand.
Now, write the
thing you know
the best;
your name

35
% of Time Spent in Media vs. % of
Advertising Spending, USA 2012
Note: Note: *Internet advertising reached $37B in USA in 2012 per IAB, Mobile advertising reached $4B per eMarketer. Print includes newspaper and magazine. $20B opportunity calculated
assuming Internet and Mobile ad spend share equal their respective time spent share. Source: Time spent and ad spend share data based on eMarketer (adjusted to exclude outdoors /
classified media spend), 12/12.
6%
14%
42%
26%
12%
23%
10%
43%
22%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Print Radio TV Internet Mobile
Time Spent Ad Spend
Internet Ad
=$37B*
Mobile Ad
=$4B*
~$20 B
opportunity
in USA
%ofTotalMediaConsumptionTimeor
AdvertisingSpending
35

36
2.Lots of Opportunity to
Innovate
Mobile includes:
1. Constant opportunity to connect and drive
to local store, etc.
2. Lots & lots of tools/techniques to support
an advertiser
3. More sensors and smarts than you can
shake a stick at
And more…

37
mobile
advertising
traditional
advertising
activation
sponsorship
activation
consumer
promotion
activation
mobile
incentives &
coupons
in-store
mobile
marketing
VIP/rewards
program
mobile
database
marketing
DIGITAL TOUCHPOINTS
OFFLINE TOUCHPOINTS
Path to Purchase is the New Model
Opt-in
AWARENESS ENGAGEMENT TRANSACTION LOYALTY
App promo
Augmented reality
QR codes
Mobile
Coupons
Mobile
wallet
Social
integration
Print Signage In-store Rewards
Source: Vibes, 2012

38
Phones/Apps Are Still Getting Even Smarter

40
3. Scale, Scale, Scale
Location, Location, Location!
Targeting Opens up a Whole New Set of
Customers who don’t want to TARGET the
whole DMA

42
In the End
We Know that Mobile is
Coming.
It’s Getting BIG.
And it is Tailor Made for Local

43
Join Our Community - MMA Events
2014MMA Events are great networking, education and leadership
opportunities:
MMA Forums
– NY Forum – May 6-7, 2014
– Singapore Forum – May 22, 2014
– Cannes Lions – Jun 16-22, 2014
– CEO & CMO Summit – July 13-15, 2014 (Hilton Head)
– Brazil Forum – August 26-27, 2014
– SM2 Innovations – September 30+, 2014 (New York)
– India Forum – September 2014
– London Forum – November 2014
– Vietnam Forum – November 2014
More coming http://www.mmaglobal.com/events/forums
43

44
greg@mmaglobal.com
+1 631 702 0682
thank you!
Thank You

45
What MMA is Doing to Help Local Mobile
1. Location Committee – will be exploring numerous aspects of opportunities at the local
level, including;
– Definition of what it means to be truly "local" in mobile – from DMA's to latitude/longitude
– Proximity engagement via mobile payments
– In-store engagement
– How "big data" intersects with one's current location (see next)
2. Mobile Apps – examining ways to reach app development communities for best practices
3. Data Targeting Standards Committee – will be looking at the viable, permissible and
effective use of data – big and small – to better understand, among other things:
– Current location, User preferences, Predictive analytics, Relevant, targeted offers
4. Mobile Commerce – examining the "process" surrounding local transaction, to establish
useful KPI's
5. Mobile Coupon Ad Unit Standards Committee – seeking to standardize the size and
functional performance of mobile coupons that enable the local fulfillment
6. Mobile Video Committee – examining performance of mobile video across multiple
vectors, including location
7. Mobile Analytics Committee – how do we best measure mobile on a local level?
8. Messaging – examining marketing best practices across many areas, including:
– Verticals – auto dealers, banks, entertainment, health & medical
– Push – asking for a local invitation vs. interruption
– Long Code – how can the local business owner leverage the 10 digit telephone number

46
greg@mmaglobal.com
+1 631 702 0682
@gregstuart
Thank You

47
Appendix

48
48
From AT&T in 1993

Presentation to OOH Industry on the Mobile Opportunity

Recomendados

Recomendados

Mais conteúdo relacionado

Mais de Greg Stuart

Mais de Greg Stuart (20)

Presentation to OOH Industry on the Mobile Opportunity

Notas do Editor