Seizing the Mobile Moment

2

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Welcome!
Joe Prusz,
Head of Mobile
Rubicon Project
@JoePrusz
Jenny Wise
Senior Analyst,
B2C Marketing,
Forrester Research
@JenniferWise
Emily Del Greco
VP Sales
Adelphic
@EmilyDelGreco
Aaron Austin
Head of Programmatic,
North America
InMobi
@InMobi

*Source:
eMarketer,2015

Global Pop = 7.1 B
Agenda
•  Introduc6on
&
The
Mass
Migra6on
to
Mobile

•  Forrester
Research:
Mobility
Trends
in
Marke6ng

•  Trends
in
the
Mobile
Adver6sing
Marketplace

•  Case
Study:
How
McDonald’s
Combines
Video
&
Loca6on
to
Get

Great
Results

*Source:
eMarketer,2015

Global Pop = 7.1 B
Why Mobile?
Global Pop in 2015

*Source:
eMarketer,2015

4.4B
61% penetration
Global Mobile
Penetration 2015

6

By 2018, Mobile will
take 66% of global media spend
Desktop will garner
just 34% of available
budget
DesktopMobile

7

7
What makes Mobile diﬀerent?
•  Avg. person looks at phone 220 times
per day = continuous and highly
personal engagement
•  Advertiser ID vs. Cookies (Apple IDFA /
Google GAID)
•  Data — It’s about reaching the audience
you seek!
•  Location matters more (and you are likely
on the move)
•  Bedside, desk side, in-train, in-car… the
only always-on advertising opportunity

Mobility Trends In Marketing:
The Advertising Evolution
Jennifer Wise, Senior Analyst
November 12, 2015

© 2015 Forrester Research, Inc. Reproduction Prohibited 10
Agenda
›  What is the state of the mobile advertising
industry today?
›  How can advertisers use programmatic
to drive mobile advertising success?
›  What do advertisers need to do in 2016?

Agenda
industry today?

1212
Remember when….
Image source: Mostly Simple Thoughts (http://www.novelog.com)

13
?13
People have changed.
Image source: Independent (http://www.independent.co.uk )

3billion
Sources: Forrester Research Mobile And Smartphone Forecast, 2015 To 2020 (US)

53hours
Sources: Forrester's US Consumer Technographics Behavioral Study, Q1 2015

25apps
Sources: Forrester's US Consumer Technographics Behavioral Study, July 2014 To September 2014

And global adoption isn’t slowing down
(f) = forecast
Source Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 to 2020 (Global)

The result?
Source: Online Gadget Store (www.onlinegadgetstore.com)

Programmatic buying has already
extended well beyond online display
Source: 2014 ANA/Forrester: Media Buying’s Evolution Challenges Marketers Survey

In 2015…
› Mobile ad impressions and revenues are
multiplying.
› Mobile budgets are swelling and spend will
increase threefold between 2015 and 2020.
› Mobile ad tech capabilities are expanding.

Agenda
industry today?

It’s time for mobile
advertising to evolve.
Source: Marketing Land (marketingland.com)

Programmatic rules…
…but has to facilitate quality.

© 2015 Forrester Research, Inc. Reproduction Prohibited 24Image source: Mobile World (mobileidworld.com)
1. Mobile ad formats break free
from desktop

Integrated, personalized ads win the day

© 2015 Forrester Research, Inc. Reproduction Prohibited 26Image source: The New Daily (http://thenewdaily.com)
2. More native and video ad
placements are available

New ad formats are available

Video advertising has arrived
› Video inventory is growing due to shifting TV
content, new mobile and digital-first content, and
social media sites.
› Broadband coverage is enabling a higher-quality
experience.
› Video advertising spend will grow faster than any
other mobile format.

To master mobile video: Divorce it from TV
Source: Forrester report: “Don't Rerun Your TV Commercials For Mobile Video Ads”

Native placement options continue to
grow:
› Native advertising platforms
› Publishing partners
› Amplification sites

To master mobile native: Content and
distribution matter
Source: Brief: Make Native Advertising A Part Of Your Content Marketing Strategy In Asia Pacific

Image source: Mobile World (mobileidworld.com)
3. We say “bye” to the cookie, and
welcome cross-channel identification

Mobile is one of many devices for online
consumers
23%
44%
93%
64%
72%

Source:
North
American
Consumer
Technographics
Online
Benchmark
Survey
(Part
2),
2015

Base:
Online
adults
18+
(online
weekly
or
more)

“Which
of
the
following
devices
do
you
use
(including
any
supplied
by
an
employer)?”

Devices are used simultaneously
Image source: ABC News (www.abcnews.go.com)
Base: 19,033 US online adults ages 18+ (online weekly or more)
Source: North American Consumer Technographics Online Benchmark Survey (Part 2), 2015

And sequentially
Image source: ABC News (www.abcnews.go.com)
Base: 19,033 US online adults ages 18+ (online weekly or more)
Source: North American Consumer Technographics Online Benchmark Survey (Part 2), 2015

7%

30%

30%

31%

I
don't
know

Both
other
digital
channels
and
oﬄine

channels

Other
digital
channels
only

We
do
not
currently
track
mobile
users

across
any
other
channels

Yet, the majority of companies still don’t
track mobile users across channels
Base: 122 executives who either own or have extensive knowledge of their mobile strategy and services
Source: 2015 Global Mobile Maturity Executive Survey
Does
your
ﬁrm
track
mobile
users
across
other
channels?

It’s true: Identification is getting tougher
Multiple Connections
Multiple Touch-points
Multiple Media
One person

But solutions to build bridges between
devices and users exist
C redit car
In-‐store
Email
Home
C re
In
H
C redit card
In-‐store
Email
Home
E xternal
Email
Home
E xternal
C redit card
In-‐store
Email
Home
E xternal
Device ID
App Login
Self-identification
Account information
POS data
Email address
Household ID
3rd party authentication
IP address
Cookie
Location-based ID

© 2015 Forrester Research, Inc. Reproduction Prohibited 39Image source: Which-50 (http://www.which-50.com)
4. Data improves attribution and
spend effectiveness

What made an impression?
Multiple Connections
Multiple Touch-points
Multiple Media
One person

28%

31%

32%

37%

56%

79%

We
have
defined
objec6ves
that
are
exclusive
for
mobile

campaigns

We
use
the
same
objec6ves
for
mobile
as
with
other
digital

campaigns

We
use
business
(e.g.,
customer
service,
staffing
impact)
KPIs

We
use
financial
(e.g.
revenue,
conversion)
KPIs
to
measure

the
success
of
mobile

We
have
iden6fied
KPI's
to
measure
our
progress
against
our

objec6ves

We
use
engagement
(e.g.,
traffic)
KPIs
to
measure
mobile

success

Which
of
the
following
pracGces
do
you
employ
to
measure
success
of

mobile
programs?

Data helps to create KPIs
Base: 124 executives who either own or have extensive knowledge of their mobile strategy and services
Source: 2015 Global Mobile Maturity Executive Survey

Data fuels attribution
z

Data protects advertisers from market
forces

Agenda
industry today?

Prepare for these changes in 2016:
1.  Programmatic takes over display, mobile, video, TV
2.  Mobile advertising will go beyond its online origins
3.  Publishers will create and offer more native ad and video
placements
4.  The cookie is replaced
5.  Challenged to deliver by marketers, ad tech continues to
advance

forrester.com
Thank you
Jennifer Wise
jwise@forrester.com
@JenniferWise
Image source: Recruiting Blogs (http://www.recruitingblogs.com/)

47

4
7

Big Picture: What’s Happening in
The Mobile Advertising Marketplace?
Automated
Direct Orders
App Dominance Video

48

48
AUTOMATION: Our Growth
in Mobile NG Orders / PMP

Nielsen: Consumers use an
average of 26.7 apps a month
Marketers’ increased investment
in Apps +293% this year vs. last
•  Mobile app installs up 346%
•  Click-to-install rate up 32%
•  Impressions up 295%
•  Clicks up 237%
•  CPI down 12%
•  CPM down 1%
APPS: 85% of Mobile Time Spent in
Apps; Acquiring a Loyal User Costs $4

50

VIDEO: Mobile as Biggest
Driver of Video Ad Spend
Mobile is growing faster than all
other digital mediums:
•  Mobile video ad revenue in the
US will top $4.4 billion in 2018
•  Mobile video will grow almost
ﬁve times faster than desktop
video.
Source: BI Intelligence Estimates, IAB

51

o  Mobile video ad spend tripled in 2015
o  Now six varieties of Mobile Video that are
available to sell, buy and execute
programmatically
1.  InLine Outstream
2.  In-App Native Video
3.  Rewarded Video
4.  Expandable Video
5.  Interstitial Video
6.  Pre-Roll Video
o  And all of them can be location-enabled
Why we’re automating all mobile
video formats

52

Full screen rich media MRAID
video advertisement
Target audience built on
location, and consumers are
provided the nearest
McDonalds locations
McDonald’s Mobile Conversion

CONFIDENTIAL
Not leveraging
available real-estate
Forcing users to rotate
(which they don’t*)OR
*Only 1% turn their device according to Celtra benchmark reports, 2015
evaluating the mobile video dilemma

CONFIDENTIAL
user experience in
mobile video is the key
to engagement mobile video ads should...
●  respect your behavior – vertical
●  appreciate your time – short
●  acknowledge your surroundings – mute
creative needs to be...
○  high-quality
○  loading instantly
○  in-line rich & interactive

CONFIDENTIAL
short form vertical video, made expressly for mobile

CONFIDENTIAL
location dominates
industry-leading access to location-based
targeting, measurement and creative
TARGETING CREATIVE MEASUREMENT

CONFIDENTIAL
on-location targeting
engage users at precise points-of-
purchase or points-of-interest

CONFIDENTIAL
past-location targeting
59
rich audiences developed from user location
history

61

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the ﬁle again. If the red x still appears, you may have to delete the image and then insert it again.
Thank you!
Joe Prusz,
Head of Mobile
Rubicon Project
@JoePrusz
Jenny Wise
Senior Analyst,
B2C Marketing,
Forrester Research
@JenniferWise
Emily Del Greco
VP Sales
Adelphic
@EmilyDelGreco
Aaron Austin
Head of Programmatic,
North America
InMobi
@InMobi

Seizing the Mobile Moment

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