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MMA-Forum México 2015
This document summarizes key findings from the SMoX study about optimizing mobile marketing investments. The study found that mobile delivered almost twice the awareness and image per dollar compared to other media. Reallocating a portion of budgets to mobile could drive double-digit lifts in awareness and sales. However, brands are currently underinvesting in mobile, with average allocations around 3% of budget. Applying best practices around formats, channels, targeting, and creative could further optimize mobile results and justify increasing mobile budgets.
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Similar to MMA-Forum México 2015
MMA-Forum México 2015
- 1. 10:00! 10:45! VASSILIS BAKOPOULOS! Head ofIndustry Research! MMA - Mobile Marketing Association! SMoX Study! ESTUDO SMoX!
- 2. SMoX: What wenow KNOW about Mobile! Empirical Data from Coca Cola, AT&T, MasterCard and Walmart Vas Bakopoulos, Head of Research, MMA
- 3. The greatest transformationin consumer behavior that we will see in our life time!
- 4. 4 2 BN smartphone users
- 5. 5 Mexico isthe second largest market in LATAM!
- 6. What Other MediaGets This Kind of Commitment? 6
- 8. 8 What isthe value of mobile to brands?!
- 9. 9 “We aregrappling to figure out what the right level of investment is and what principles need to be applied for Mobile”! “We are grappling to figure out what the right level of investment is and what principles need to be applied for Mobile”! CMO, CPG Company
- 10. SMoX: the mostimportant research that the mobile industry will ever conduct!
- 11. 11 A global,industry-wide research initiative aimed to help marketers win in mobile Associa6on of Na6onal Adver6sers American Associa6on of Adver6sing Agencies Partners
- 12. Thank you tothese Innovation Leaders Supporters Partners Associa6on of Na6onal Adver6sers American Associa6on of Adver6sing Agencies 12
- 13. 1 4 5 Leveraging Mobile adtech to target DID Individual Level data for cross media exposure Experimental Design for media allocation Track multiple KPIs, perceptual or behavioral Regression analysis to identify drivers Budget Optimization Software to operationalize insights 2 3 6 Integrated Partners target DID of panelists 500K Mobile panel of InsightExpress checks for cross over in panel and sends list of panelists back to Networks Ads, tagged by InsightExpress, are targeted to panelist devices Assess multiple scenarios of cross media exposure and frequency Brand KPIs / attitudinal with Surveys Foot traffic with actual location data Actual sales with panel match How it works: 13
- 14. Can mobile helpme meet my marketing goals? What is the optimal mobile allocation for my campaign? How can I make my mobile investment work harder? 14 Our Learning Agenda
- 15. Our Learning Agenda Canmobile help me meet my marketing goals? What is the optimal mobile allocation for my campaign? How can I make my mobile investment work harder? 15
- 16. The campaigns wetested cover the entire purchase funnel Awareness Image Purchase Intent Foot Traffic Sales 16
- 17. TV Print Internet FSI Social OOH Mobile Variety of media in each campaign mix 17
- 18. How many peoplecan you convert with mobile? ? Campaign Average Mobile
- 19. Mobile Delivered almosttwice the Awareness /Dollar vs. other media Total People converted with mobile vs. campaign on average Device Awareness AT&T Campaign on average Mobile 1 1.9 x 1.9 Image Purchase Intent Foot Traffic Sales Awareness
- 20. Mobile Delivered almosttwice the Image / Dollar vs. other media “Good Card To Carry When Traveling” MasterCard Campaign on average Mobile 1 1.7 x 1.7 Total People converted with mobile vs. campaign on average Purchase Intent Foot Traffic Sales Awareness Image
- 21. Mobile worked harderthan its share and drove results across the board Sales of sales6% Total People converted with mobile vs. campaign on average Gold Peak Campaign on average Mobile Top of Mind Awareness Home Brewed Taste Gold Peak Campaign on average Mobile 4.81 1.81 Foot Traffic Awareness Image Purchase Intent Sales of budget5%
- 22. Proprietary & Confiden6al Mobile was the most EFFICIENT DRIVER of actual sales -‐ 50 100 150 200 FSI Digital Mobile TV *For each index, 100 = average value, Efficiency = Sales Impact per Media Type/Spend per Media Type Foot Traffic Awareness Image Purchase Intent Sales
- 23. In fact, mobiledelivered twice the SALES vs. other media Walmart Campaign on average Mobile x 2 21 Efficiency = Sales Impact per Media Type/ Spend per Media Type Foot Traffic Awareness Image Purchase Intent Sales
- 24. But does Mobilework in other markets too? ? Campaign Average Mobile
- 25. TV OOH DIGITAL VIDEO/DISPLAYMOBILE VIDEO/DISPLAY MEASUREMENT PARAMETERS 16-50 TARGET: Age DATA COLLECTION 2015 1/27 2/28 *OOH includes Cinema. Mobile includes Video and Display – no Social Foot Traffic Awareness Image Purchase Intent Sales Coke ran during Chinese New Year
- 26. 118 21 61 199 TV Overall OOH(incl Cinema) Digital Video Mobile AdvertisingROI indexedtoTotal CampaignROI Overall index = 100 Mobile offered nearly double the ROI over TV & was twice as efficient in driving sales vs. the campaign Sales of sales8% of budget4% Estimated ROI Index by Medium January-February
- 27. YES. Mobile drives resultsacross the entire purchase funnel 27 Well, can mobile help me meet my marketing goals?
- 28. Our Learning Agenda Canmobile help me meet my marketing goals? What is the optimal mobile allocation for my campaign? How can I make my mobile investment work harder? 28
- 29. Brands are notinvesting nearly enough in mobile:! Source: adjusted emarketer 2014 data, excluding search and app downloads 8%! 10%! 11%! 16%! 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% US AVERAGE 2014: 3% Optimal allocation of mobile in the mix !
- 30. What is theREAL business value of those allocations to mobile? 30
- 31. Reallocation to mobilewould bring double digit lift in awareness Or convert the entire city of Chicago +12% Increase in Awareness 31
- 32. Reallocation to mobiledrives significantly better results with the same budget:! IMAGE! SALES! SALES! AWARENESS! 7%! 4%! 6%! 12%! 0%! 2%! 4%! 6%! 8%! 10%! 12%! 14%!
- 33. DOUBLE DIGIT Aim fora and improve the performance of your campaign without increasing your budget 33 So what is the optimal allocation for mobile in the mix?
- 34. Our Learning Agenda Canmobile help me meet my marketing goals? What is the optimal mobile allocation for my campaign? How can I make my mobile investment work harder? 34
- 35. Using the mobiletoolkit to improve results 35 Audio Video Display Rich Media Na6ve Coupons FORMATS CHANNELS TARGETING CREATIVE Websites Apps Push SMS/MMS Social Search Email Audience Context Day part Loca6on Weather Programma6c Dynamic Integrated Closed loop to payment
- 36. Using the mobiletoolkit to improve results 36 Audio Video Display Rich Media Na6ve Coupons QR FORMATS CHANNELS TARGETING CREATIVE Websites Apps Push SMS/MMS Social Search Email Audience Context Day part Loca6on Weather Programma6c Dynamic Integrated Closed loop to payment
- 37. Larger Banner improvedresults for AT&T Banner Ad Size A - Box Banner Ad Size B - Box Price Effectiveness 150 100 100 250 Better ROI! Impact in this case is defined as awareness for moto X. 37
- 38. Mobile audio improvedresults for Gold Peak Mobile Audio Mobile Display Price Effectiveness 250 100 100 350 Better ROI! Impact in this case is defined as purchase intent for Gold Peak tea. 38
- 39. Mobile Video improvedresults for Gold Peak Price Better ROI! Mobile Video Mobile Display 320 100 100 650350 Manage frequency or rotate creative Impact in this case is defined as purchase intent for Gold Peak tea. Effectiveness at low Frequency Effectiveness at High Frequency 39
- 40. *Mobile Display throughout this report refers specifically to mobile display adver9sing with loca9on-‐based retarge9ng of people who previously visited a Walmart or compe9tor and proximity to a Walmart store Source: Walmart SC Survey; Data Collected from: 8/4-9/28 Frequency to LiO Response Price PercepQon of Walmart Point Increase in Price PercepQon Frequency 12% 10% 8% 6% 4% 2% 0% MOBILE VIDEO MOBILE DISPLAY Mobile Video and Display drove strong results, but Video got its impact faster 40
- 41. Mobile Native improvedresults for Walmart. Price Better ROI! Mobile Native Mobile Display 500 100 100 1000300 Manage frequency or rotate creative Impact in this case is defined as shopping intent for back to school grocery products Effectiveness at low Frequency Effectiveness at High Frequency 41
- 42. Using the mobiletoolkit to improve results 42 Audio Video Display Rich Media Na6ve Coupons QR FORMATS CHANNELS TARGETING CREATIVE Websites Apps Push SMS/MMS Social Search Email Audience Context: Day part Loca6on Weather Programma6c Dynamic Integrated Closed loop to payment
- 43. Location targeting improvedresults for Walmart Location Targeting Mobile Display Audience Targeting Proximity Targeting 150 100 100 250 Audience: Display Ad targeting a Walmart Past Shopper. Proximity: Display Ad Delivery in Store Proximity. Display: Retail Benchmark Response for Display Ad – No location targeting. Impact in this case is defined as improvement in price perception of Walmart (Savings Catcher) 43
- 44. The more engagingthe location-based exposure – the higher and faster the impact response. Expandable Unit Pencil Unit Low Frequency High Frequency 250 100 100 117 Impact in this case is defined as improvement in price perception of Walmart (Savings Catcher) 44
- 45. * Statistical significanceat 95% Sources: Walmart Savings Catcher – Combined Publisher report; Walmart Savings Catcher Sub-Segment Performance Findings on in-store purchase behavior to come Expandable Units Pencil Units Audience Proximity Strong LiftAverage Lift No Lift Average Lift Proximity targeting + expandable units = strongest lifts in foot traffic 45
- 46. 1290 Depending on thecategory, Context Targeting can add significant value Day of the week* 130 100 Weekday vs. Weekend targeting Time of the day targeting for industry with Strong Time of Day Dynamic Without targeting With targeting Time of Day** 100 46
- 47. Optimizing in 4areas can dramatically improve results: ROI Upside 47 + 20%-‐40% FORMATS CHANNELS TARGETING CREATIVE + 20%-‐40% + 20%-‐40% + 40%-‐60%
- 48. Increase business/campaign impactusing best practices! Proprietary & Confiden6al 7% 6% 4% 12% +17%! +14%! +7%! +18%! 0%! 5%! 10%! 15%! 20%! 25%! 30%! MasterCard Walmart Coke-‐Gold Peak AT&T Mobile Optimized! Optimized with Best Practices!
- 49. Increase in impactwould then push the optimized level of mobile spend up! Proprietary & Confiden6al 8% 11% 10% 16% 12% 15% 15% 20% 0% 5% 10% 15% 20% MasterCard Walmart Coke-‐Gold Peak AT&T Mobile Op6mized Op6mized with Best Prac6ces 8-‐16% 12-‐20%
- 50. The Math: Mobile will be a $70 Billion U.S. business and over $200 Billion worldwide (just from big brands) Our current goal recommended percent mobile allocation of mix overtime ! 8-16% Today 12-20% w/ Best Practices 20-30% w/ Increased Smartphones
- 51. Key Questions answered Canmobile help me meet my marketing goals? What is the optimal mobile allocation for my campaign? How can I make my mobile investment work harder? Mobile drives results across the ENTIRE purchase funnel Aim for a double digit mobile allocation in your total marketing mix Optimize your mobile investment for format, channel, targeting and creative 51
- 52. 52 50 majormarketers! $30B in advertising spend! Impact of research
- 53. 53 Impact ofresearch 90%! Need to increase! Mobile $ ! 50%! Increase $ at least 50%! 12%! Increase $ more than 50%!
- 54. AssumpQons: • Total spend of marketers reached $38BN (50FM and roadshow) • Average current spend 4% • Future Spend assump6ons based on survey data: • High bracket/ leader group: Mobile at 8% (10% of companies) • Mid bracket/majority group: Mobile at 6% (50% of companies) • Low bracket/laggard group: Mobile at 4.5% (40% of companies) INDUSTRY CHANGE OF $600M
- 55.
- 56. 56 Thank You! Seizingthe Mobile Opportunity Mobile Marketing Association Here to lead the greatest transformation in marketing we’ll see in our generation [email protected]