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Reach Your Target Audiences, Strategies and Technologies in Mobile Advertising
1.
Mobile Marketing Association KRISTYN
CLEMENT Director, Research & Insights AT&T AdWorks ©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
2.
Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
3.
Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Mobile Marketplace
4.
Mobile Marketing Association ©2013AT&T
Intellectual Property. All rights reserved. Proprietary Information of AT&T Smartphones Continue to Rise The mobile landscape is getting smarter. Now, nearly 1 in every 2 mobile phone consumers owns a smartphone and that number will continue to rise. U.S. Mobile Phone Users 2012: 242.8 MM Non-Smartphone users: 127 MM 47.7%52.3% Smartphone users: 115.8 MM Projected growth of smartphone users in 2013: 137.5 MM Source: eMarketer 2012
5.
Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Currently, about 1 in 4 U.S. consumers now owns a tablet and that number is projected to rise to 1 in 3 in 2013. 33.7 Million Tablet Users 79.1 Million Tablet Users 108.6 Million Tablet Users 2011 2012 2013 Tablet Penetration is Growing Fast Source: eMarketer 2012
6.
Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Mobile Usage at Home
7.
Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Multi-Screen Usage is a Big Deal Of the consumers who own a smartphone, tablet and/or laptop, 67% of them frequently use their second screen while watching TV. Always NeverSometimes 24% 33% 23% 35% 27% 8% 7% 23% 31% 25% 14% 8% Smartphone Tablet Laptop Frequently Seldom Frequency of Using Devices While Watching TV Source: AT&T AdWorks Custom Online Study, MediaLink/Ipsos, Sept. 2012; Based to those who own each device. Due to rounding, percentages may not add up to exactly 100%.
8.
Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T 87% 94% 43% 66% 23% 48% Multi-tasking activities unrelated to the TV program being watched Accessed content related to the TV show being watched Viewed show-related content that was being synched with TV content in real time Own 1 mobile device Own 2 mobile devices 91% 53% 23% Own 3 mobile devices Source: AT&T AdWorks Custom Online Study, MediaLink/Ipsos, Sept. 2012. Mobile devices include laptop, smartphone and/or tablet Multi-Tasking Mobile Device Behaviors The more devices owned, the more second screen content is consumed.
9.
Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Mobile Usage In-store
10.
Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T 70% of smartphone owners have done at least 1 of the following activities while using their phone in a store: Checked the price of an item from competitors Looked up shipping info for an item Sent a picture prior to purchase to get an opinion Contacted someone (call, text or email) to get their opinion before purchase Used a coupon on your smartphone Scanned a QR code Reviewed a product description to get more information Purchased a product online after seeing it in-store Check to see if an item is available for in-store pickup 35.2% 16.4% 15.7% 32.9% 25.4% 22.4% 28.6% 24.3% 24.3% 15.6% Comparisons: Promo Actions: Advice: Research: Checked to see if item is in-stock at another store Looked for discounts, coupons or offers online 18.9% 15.7% Read product reviews Source: AT&T AdWorks Custom Online Study, Compete, Sept. 2012 Mobile Usage In-store
11.
Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Interstitial unit delivered a 5% CTR and 10% in unit engagement Generated more than 34,000 coupon downloads saved in mobile phone‟s photos (extending the life of the campaign) 6% redemption rate of product samples at participating stores Chicago Cosmetics Click for Free Sample Interstitial unit delivered a 5% CTR and 10% in unit engagement Generated more than 34,000 coupon downloads saved in mobile phone‟s photos (extending the life of the campaign) 6% redemption rate of product samples at participating stores Chicago Cosmetics Click for Free Sample AT&T AdWorks ran a mobile coupon campaign for a cosmetic company that offered free product samples to customers in store. The campaign was targeted to women in the Chicago DMA. The campaign included both banner ads and interstitial ads with the ability to download a coupon and save it as a photo on a mobile phone. The ad units also featured a store locator screen with a map locating the closest participating stores to redeem the coupon. Campaign Results: Case Study: Mobile Coupon Campaign Source: AT&T AdWorks Internal Campaign Data, 2012
12.
Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Mobile Technology Snapshot
13.
Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Near Field Communications (NFC) “Nothing gets you closer to your consumer than mobile.” - CEO, Digital Industry Organization 2D/QR Codes Source: AT&T AdWorks Custom Study, MediaLink/Ipsos, Sept. 2012 AT&T AdWorks recently conducted primary research to evaluate different mobile technologies in the marketplace including 2D/QR Codes and NFC. This research looked at the selected mobile technologies from both a Consumer View and a Marketer View. Using Mobile Technology as a Tool
14.
Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T • 1-in-5 smartphone owners has used NFC which is dependent on owning an NFC- enabled phone • Primarily used for streaming media, mobile payments, and location check-in for rewards. Potential for use in informative and promotion based content • 62% of current users are „very satisfied‟ with their experience(s) • Top reasons for dissatisfaction: not enough usage opportunities available today, and took too long for content to load • 2-in-3 current users describe the technology as intimidating to use • Less than half of smartphone owners have ever used 2D/QR codes…despite them being available for several years • Primarily used to learn more about products, obtain coupons, interact with ads, and look up information about a location • Only 46% of current users say they were „very satisfied‟ with their experience(s) • Reasons for dissatisfaction: lack of valuable content, content taking too long to load, information was not what was expected • 40% of current users claim they are intimidating to use 2D/QR Codes Near Field Communications (NFC) Consumer View: Disappointed with QR codes; Pleased with NFC experience Source: AT&T AdWorks Custom Online Study, MediaLink/Ipsos, Sept. 2012
15.
Mobile Marketing Association Marketer
View: Missed opportunity with QR codes; NFC opportunity looks promising ©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T 2D/QR Codes • Technology was forced on consumers; consumers were not well educated on how to use the codes • Saw promise in QR codes but overzealous application in ads far outpaced the consumers‟ adoption of the technology • Value propositions were squandered by poor execution. Given the lack of success, marketers are moving on to the next mobile technology “We didn‟t see usage despite industry trying to force it on consumers.” “Consumers are confused. It needs to be embedded and intuitive to gain usage.” Near Field Communications (NFC) • Positive and optimistic outlook of the technology • Applying the lessons they learned from QR codes to nurture this new mobile tool by capitalizing on the connection it provides between the digital and physical world • Anticipate NFC usage to be strongly linked to mobile payment depending on broad point of sale (POS) adoption “Barriers are lower for accessing content…you don‟t have to start up an app like with QR codes.” “The day is coming, but not within the next year.” “Connecting mobile and POS is going to be huge. It‟s going to open up a lot of opportunities – very exciting.” “We have gone too far down the road where consumers think the experience is going to suck.” Source: AT&T AdWorks Custom Study, MediaLink/Ipsos, Sept. 2012
16.
Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Mobile Ad Landscape & Best Practices
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Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Mobile Ad Landscape Mobile spend has been slowly increasing, yet not as fast as the increase in the amount of time consumers are spending on their devices. 1.6% Share of time spent using media daily Ad spending share 11.7% The Daily Media Share of Average Time Spent on Mobile Among Adults vs. Ad Spend in US Source: eMarketer Sept. 2012
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Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Banners Rich Media Video SMS $Millions 2010 2011 2012 2013 US Mobile Ad Spending by Format US Mobile Ad Spending is Increasing eMarketer projects mobile ad spend to steadily increase, with banner and rich media formats predicted to increase most quickly. Source: eMarketer Sept. 2012
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Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T 86% 10% 4% 65% 24% 11% Standard VideoRich MediaStandard VideoRich Media Share of Impressions Delivered by Device: 2012 Impressions Delivered by Device AdWorks saw an increase in the number of mobile campaigns during 2012. Clients have been buying more and more in tablets, but smartphone still dominates as the primary mobile ad device. Source: AT&T AdWorks Internal Campaign Data, 2012
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Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Average Mobile Audience Network CTR by Ad Type on Smartphones and/or Tablets Standard Rich Media Video 0.68% 1.03% 2.06% + + + CTR Trends by Ad Type CTR is impacted by several factors, but trends exist when evaluating the performance of different ad formats. Standard banners tend to deliver lower CTR than rich media and video placements. Source: AT&T AdWorks Internal Campaign Data, 2012. Only campaigns delivering 100K+ impressions were included.
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Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T 28% 15% 14% 12% 14% 11% 12% 10% 13% 25% 18% 15% 12% 19% 8% 15% 10% 16% 36% 45% 42% 47% 47% 48% 48% 44% 48% 9% 18% 22% 23% 18% 27% 20% 30% 21% 3% 7% 6% 6% 5% 6% Interstitial Ad (n=540) Click2Fill (n=580) Mobile Shop Alerts (n=605) Coupons (n=517) In-banner Video (n=520) Store Locator (n=475) Product Carousel (n=508) 360 Degree Product View (n=610) Photo Gallery (n=514) I love it I like it Neutral I dislike it I hate it Consumer Perceptions: Ad Features Digital Ad Unit Type: Consumer Rating Ads that provide a built-in value proposition – either monetary and/or informational – are rated more positively by consumers Source: AT&T AdWorks Custom Online Study, Compete, Jan. 2013
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Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Based on Shop Alert ad concept evaluations (n=605) “I like the timely savings… I wouldn’t have to worry about coupons when I shop.” Likely to Click On or Interact With Ad Type (% Top 2 box ) 36% 22% 25% 20% 21% 24% Smartphone Tablet PC / Laptop Other Ad Concepts Mobile Shop Alerts Restaurants 52% Electronics 43% Food Products 38% Health & Beauty 37% Top 5 Vertical Fit Example 1: Shop Alerts Base: owners of each device Apparel 47% Source: AT&T AdWorks Custom Online Study, Compete, Jan. 2013
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Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T 0% 10% 20% 30% 40% 50% More likely to remember Feel more positive about a brand Stands out from other ads Makes me want to learn more Click on ad Visit website Remember seeing the ad Mobile Shop Alerts Other Ad Concepts 40.3% 37.5% 26.8% Read the offer Redeem the offer Tell a friend about the offer % Top 2 box Likely To (Assuming ad was for a product/service you are interested in) % Top 2 box Likely / Agree “It would tempt me to go to a participating store.” 38% agree (top 2 box)… “An ad like this would help me discover new store locations I wasn’t aware of.” Based on Shop Alert ad concept evaluations (n=605) Example 1: Shop Alerts
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Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Likely Click on or Interact With Ad (% Top 2 box ) Automotive 62% Apparel 55% Electronics 42% Appliances 7% Housewares 36% Top 5 Verticals Fit “I like that I can view the product of interest at every angle and interact with it.” Example 2: 360° Product Viewer Source: AT&T AdWorks Custom Online Study, Compete, Jan. 2013 17% 30% 33% 22% 19% 23% Smartphon e Tablet PC / Laptop Other Ad Concepts 360 Degree Product View360° Product Viewer Based on 360° Product Viewer ad concept evaluations (n=610)
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Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T % Top 2 box Likely To / Agree % Top 2 box Likely To / Agree Recall interacting with and ad like this: 12% 138 Index to other ad concepts Based on 360° Product Viewer ad concept evaluations (n=610) 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% More likely to remember Feel more positive about a brand Stands out from other ads Makes me want to learn more Click on ad Visit website Remember seeing the ad 360° Product Viewer Other Ad Concepts 35% 40% 39% 45% 21% Rotating the product and/or changing the color Help me understand the advertiser’s products / services An ad like this would be fun to interact with Seeing product options visually makes the product more interesting More likely to purchase a product if featured in an ad like this Source: AT&T AdWorks Custom Online Study, Compete, Jan. 2013 Example 2: 360° Product Viewer (Assuming ad was for a product/service you are interested in)
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Mobile Marketing Association
©2013AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Keep the ads simple but effective. Include several clear and large calls to action for smartphones and reserve heavy content rich media ads for tablet. Incorporate a mix of ad units to maximize reach and optimization opportunities. The “right” mix of ad units is highly dependent on the details of the campaign. But, in general, standard banners are economical and tend to work well for conversion, while rich media works better as a branding and engagement tool. Include rich media interstitial ads which tend to perform well and provide a different element to more standard ad buys. Click-to-video banners and video ad units are easy to build, do not require long lead time, and allow advertisers to leverage online creative assets. Ad unit “fit” matters. Certain ad types work better for tablet or smartphone and for specific verticals/product types. Best Practices for Mobile Ad Campaigns Tips for maximizing the effects of your mobile campaign.
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