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Bdf mobile media final

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Bdf mobile media final

  1. 1. The Convergence of Mobile and Media:Insights from the mobileSQUARED RoadshowmobileSQUARED RoadshowDecember 2010
  2. 2. 2Copyright © 2010 The Nielsen Company. Confidential and proprietary.Agenda•Background: The U.S. mobile market•Evolution of Mobile Advertising•Engaging: Targeting the Mobile Consumer•Calculating: How to maximize ROI•Measuring: The Digital IQ Index•Case Studies: Neutrogena and Olay•Creating: The Mobile App•Mobile Search Strategy•The Mobile Web•Summary and Conclusions: Mobile and BDFmobileSQUARED Roadshow
  3. 3. 3Copyright © 2010 The Nielsen Company. Confidential and proprietary.The U.S. Mobile MarketGrowing, changing, diversifying
  4. 4. 4Copyright © 2010 The Nielsen Company. Confidential and proprietary.Smartphones have significant share of marketmobileSQUARED Roadshow
  5. 5. 5Copyright © 2010 The Nielsen Company. Confidential and proprietary.Smartphones will overtake feature phones next yearmobileSQUARED Roadshow
  6. 6. 6Copyright © 2010 The Nielsen Company. Confidential and proprietary.Diverse users are important segment to capturemobileSQUARED Roadshow
  7. 7. 7Copyright © 2010 The Nielsen Company. Confidential and proprietary.Evolution of Mobile AdvertisingLooking towards the future
  8. 8. 8Copyright © 2010 The Nielsen Company. Confidential and proprietary.The last 5 years of mobile advertising…and the nextJune 29th, 2007: the iPhone–Changed the way consumers,publishers looked at mobile web–Ads and engagement becamemuch more interesting–Mobile display advertising todrive acquisition–G1 launched on T-Mobile–$2.2 billion in ad revenue, <0.5%of total U.S. ad spend in 2007–In 2008, Apple started the AppStore, now 7 billion+ downloadsmobileSQUARED Roadshow
  9. 9. 9Copyright © 2010 The Nielsen Company. Confidential and proprietary.Mobile Evolution: the immersive experienceIn 2010, the iPad– Immersive experience for consumers– Apps and advertising are robust experiences– PR value helped bring mobile ads to forefrontand have brands consider it– Mobile advertising becoming much moreimportant of media mix as a whole– Multi-screen multiplier: mobile web, Xbox,iPhone apps2011 and beyond: 4G, Location Based Services,Social Media, more video (HD), the CLOUDmobileSQUARED Roadshow
  10. 10. 10Copyright © 2010 The Nielsen Company. Confidential and proprietary.Text message marketing involves the audienceEffective way to involve the audience– Innovation: provide opportunities for streamlinedparticipation– Monetization: partner w/ pioneering brands todrive revenue from SMS– For the sponsor, SMS is:– Synaptic and targeted– Measurable: track effective spend, conversions– Trusted: ads tied to a credible source– Visible: embed branding message in a clutter-free medium– For MTV, SMS offers:– Ubiquity: deliver an experience for everyone– Relevance: deeply engage audience tocontribute to show outcomemobileSQUARED Roadshow
  11. 11. 11Copyright © 2010 The Nielsen Company. Confidential and proprietary.Mobile payment case study: Médecins SansFrontières: mobile donations, 360 campaign• Social networks to spread the word and recruitvolunteers– Make projects more popular among all users ofsocial networks– Coming to donation page where you simply insertyour mobile number–Here, social media integration starts– You can send it forward to friendSupported with different mobile promotions– Everything well integrated into overall campaign– Success factors = high personal involvement,viral activity– Strong brand awareness + communitybuildingmobileSQUARED Roadshow
  12. 12. 12Copyright © 2010 The Nielsen Company. Confidential and proprietary.Engaging the Mobile ConsumerAdapting to the unique needs of this newaudience
  13. 13. 13Copyright © 2010 The Nielsen Company. Confidential and proprietary.Mobile users have unique needs• Immediate benefit: provide valueto users upon initial engagement– Convenience– Store locator, product reviews, pricecomparison– Give option to use current location– Provide unique flow for differentdevices• Relevance: Hyper-target userswith profiles• Ease of use: design simple,effective navigation– Easy to recognize what is selectablemobileSQUARED Roadshow
  14. 14. 14Copyright © 2010 The Nielsen Company. Confidential and proprietary.Powerful mobile strategy via digital engagementmobileSQUARED Roadshow• Mobile  mainstream [1]– E-reader spending willjump from 2.5% to 18.75%– Tablets from 22.5 % tonearly 44%– Netbooks will rise from6.25% to 20%– Digital plans should focus onengagement, interaction andtrackable conversion [2]– Digital ad spending to leakinto mobile spendingSource: [1]http://www.mobilemarketingwatch.com/mma-survey-mobile-marketing-budgets-set-to-rise-124-from-2010-to-2011-7938/, [2] ams.aaaa.org/eweb/upload/catalog/pdfs/MG18.pdf[3] “Optimizing your Digital Marketing Mix,”http://www.slideshare.net/DaveChaffey/optimising-your-digital-marketing-mix
  15. 15. 15Copyright © 2010 The Nielsen Company. Confidential and proprietary.Advertisers capitalize on consumer connectedness“Mobile is the most over-hyped marketing channel in theshort term and the most under-hyped in the long term”-Sir Martin Sorrel, CEO WPP GroupQuestions businesses should ask before going mobile:– What are the goals of your mobile presence?– Building brand awareness and consumer relevance– Some companies trying to transfer e-commerce to m-Commerce– Drive commerce to brick-and-mortar retailer site– Engaging a broader basemobileSQUARED Roadshow
  16. 16. 16Copyright © 2010 The Nielsen Company. Confidential and proprietary.Customer and Brand Management EvolvingStage 1: CRM– Traditional advertising mechanism– Brands through to agency and consumerStage 2: CRM 2.0– More about communication, interaction and engagement– To do so, you have to give consumer more power vs. the brandStage 3: Brand relationship management (BRM)– Consumers can actually control who talks to them– In doing so, there will be much better engagement b/w consumerand brandmobileSQUARED Roadshow
  17. 17. 17Copyright © 2010 The Nielsen Company. Confidential and proprietary.Mobile Marketing ROIHow to improve ROI and partner with retailers
  18. 18. 18Copyright © 2010 The Nielsen Company. Confidential and proprietary.How to maximize the return on investment• 1. Create experiences that provideutility. People will return if it’s useful• 2. Integrate across channels. Benefitfrom halo effect of other mediums• 3. Measure, track, analyze. Properanalytics allow you to measureinitiatives and improve them• 4. Buy mobile media. Use mobile togenerate initial push of awareness• 5. Build a mobile database. Buildingan opted-in mobile database of brandstech-savviest enthusiasts
  19. 19. 19Copyright © 2010 The Nielsen Company. Confidential and proprietary.Mobile’s share in marketing spend ready to risemobileSQUARED Roadshow• Mobile marketing spend to rise 124%in 2011–Total mobile allocation is 4% ofmarketing budgets–Mobile marketing channel up thegreatest percentage• MS and mobile Web sites are 58% inadoption this year, 83% projections fornext year; apps are 71%• Location based features spending up265%; SMS 141%; Mobile video 137%
  20. 20. 20Copyright © 2010 The Nielsen Company. Confidential and proprietary.Mobile campaign categories (CPM basis)• Destination Site– Mobile application, optimized website, or landing page• Advertising Formats– Messaging: Opt-in SMS ads• Messaging (Mobile Display Advertising)– News, sports, entertainment, tabloids, cinema/films– Weather, music, social networking, traffic info, money, property– Travel, shopping, retail, auctions, diet & fitness, automotive– Chat and dating, games, gambling, top PC internet sites– Local news, search, premium text lists• Other mobile advertising– Sponsored games on portal– Pre and post-roll gaming community ads– Sponsored video– Sponsored on-portal takeover
  21. 21. 21Copyright © 2010 The Nielsen Company. Confidential and proprietary.Retailers innovate mobile for shopper insights,manufacturers need partnership strategy38% of retailers have a mobilestrategy, metrics• Customer centric retailers offernew features on apps:–Proximity and Non-proximityPayments–Dynamic Location BasedMessaging–Line Busting, Mobile PhoneBased Reviews/Video–Service and Repair Functions,in-store InteractivitySource: SmartSoft Mobile Solutions, “Best Practices: Defining Mobile ROI inRetail,” and “http://www.brandweek.com/bw/content_display/news-and-features/shopper-marketing/e3i7463e6c2968d742be6cb401e70fb7056 “
  22. 22. 22Copyright © 2010 The Nielsen Company. Confidential and proprietary.Mobile AppsShould you create one?
  23. 23. 23Copyright © 2010 The Nielsen Company. Confidential and proprietary.Mobile apps are rapidly increasing on smartphones
  24. 24. 24Copyright © 2010 The Nielsen Company. Confidential and proprietary.Source: August 2010 Nielsen AppPlaybook2%7%14%17%15%17%15%14%18%20%21%29%10%27%50%42%42%49%59%2%6%12%16%16%17%20%20%21%22%25%28%31%35%36%37%42%49%57%Other Application (please specify)Household/Personal CareLifestyle/HealthFood/DrinkCommunication (e.g. IM, VoIP)Shopping/RetailTravelProductivityVideo/MoviesDining/RestaurantBanking/FinanceEntertainmentSportsNewsSocial NetworkingMusicMaps/Navigation/SearchWeatherGamesMaleFemaleCategories of Apps Used in the Past 30 Days by GenderBase: Past 30 Day App DownloadersFemales are more likely than males to use socialnetworking, while males skew high for sports, news appsBase: Male (n=2,032), Female (n=2,232)Questions used: CQ24: Which of thefollowing types of applications have youused in the last 30 days?
  25. 25. 25Copyright © 2010 The Nielsen Company. Confidential and proprietary.Successful apps combine entertainment,information, and utilitymobileSQUARED Roadshow• Going mobile is all about theconsumer and keeping themengaged–Apps must fit in to everythingyou’re doing–Get high-performance app, hasstickiness and will bringconsumers back–NIVEA could make a gamebased on the “Bikini Challenge”–Countdown to New Year’s app
  26. 26. 26Copyright © 2010 The Nielsen Company. Confidential and proprietary.Source: August 2010 Nielsen AppPlaybook43%35%25%15%12%Rewards Entertainment/interactive Communication/advertising Social/communities OtherTypes of Branded Apps DownloadedBase: Respondents who are Aware of Branded Apps (n=1,722)Rewards branded apps are the most popular type downloadedQuestions used: CQBA7 What typesof branded apps have youdownloaded?
  27. 27. 27Copyright © 2010 The Nielsen Company. Confidential and proprietary.Source: August 2010 Nielsen AppPlaybook8%8%9%9%9%10%12%12%12%13%14%16%16%16%19%20%Read or wrote on a blogPurchased or intend to purchase advertised product/service onlinePurchased advertised product/service immediatelyPosted a comment or updated my status on my social networking siteCalled a toll-free or 800 numberRecommended an advertisement/ advertised product/serviceWent to a retailer/store/distributor for more informationPurchased or intend to purchase advertised product/service in a storeThought more favorably about the featured brand or productEntered a contest or sweepstakesUsed a couponForwarded a link or video to othersConsidered buying advertised product/serviceTold someone about the advertised product or serviceLooked online for more informationUsed a search engine to find out more informationQuestions used: C41F Which of theseactions have you ever taken as a resultof clicking and viewing ads on your cellphone?Actions Taken when Viewing Mobile AdvertisingClicked on an Advertisement while within an App (n=849)Roughly one in five app downloaders that have clickedon an in-app ad have searched for more info online
  28. 28. 28Copyright © 2010 The Nielsen Company. Confidential and proprietary.Mobile Search StrategyCan consumers find your products?
  29. 29. 29Copyright © 2010 The Nielsen Company. Confidential and proprietary.How important is search in your mobile strategy?Search patterns suggest: mobile search incremental to desktop searchGoogle Goggles mean visual search on the rise– Media bridging concept: bringing an interactive experience– Find out what you want (online or off) with Shopper– Scan a barcode or do a voice search– Search along route in Google MapsmobileSQUARED Roadshow
  30. 30. 30Copyright © 2010 The Nielsen Company. Confidential and proprietary.Internet behavior is similar across full browsersQueries are remarkably similar–Average desktop query andmobile both have 3 words–Heavy mobile searchersactually inputting more complexqueries than desktop usersMobile consumers looking for localinformation (Couponing opportunity)– Search near My Location– Find friends nearby– Call a local business– Find local store hours– Get driving directions– Locate a business on mapsmobileSQUARED Roadshow
  31. 31. 31Copyright © 2010 The Nielsen Company. Confidential and proprietary.The Mobile WebConsumers’ constant internet access a boonfor marketers
  32. 32. 32Copyright © 2010 The Nielsen Company. Confidential and proprietary.Mobile Web Experience vs. PCMobile web experience different than PC– Whole user experience needs to be thoughtout and mapped carefully– How do you provide immediate functionality tousers, i.e. store locator in retail environment– Ease of use is critical– One size does not fit all– You have to focus your content– Location!– Leverage LBS, hyper-target customers w/user-specific offers according to their location,user history and other demographicsmobileSQUARED Roadshow
  33. 33. 33Copyright © 2010 The Nielsen Company. Confidential and proprietary.Title of Presentati1. Growth of mobile coupons and commerce2. Converging on mobile devices3. Downloadable applications or sign up for SMS alerts4. Regular ways of engaging consumers can build loyaltyand long-term engagement5. Leverage mobile6. Mobile display ads targeting local search consumers7. Fast growing, popular activity on mobile deviceStrategies and TacticsOne of fastest growing parts is the mobile webInternet reach: 35% use mobile web, 86 million unique users, 55% male, 45% female
  34. 34. 34Copyright © 2010 The Nielsen Company. Confidential and proprietary.Thank you