Post on 09-May-2015
description
Mobile Is Not
A Channel
Agenda
1. Mobile is now
2. Accept multiplicity of device
3. Activate & engage
Mobile is Now
Because …
Mobile is not an advertising channel
Mobile is an access point for consumers
Everything must be mobile-enabled
digital & content
needs
physical & social needs
The time for
mobile is now.
The Time for Mobile
is Now
Simplicity &
accessibility make now
the time for mobile
In 2011 something profound happened…
The number of smartphones sold exceeded the number of PCs sold
In a few years, the number of mobile devices will dwarf the number of PCs
Finally the year(s) of mobile
Transaction value of mobile
payments in the UK
£3.3bn
Source:IAB/PWC Adspend study, Apr 2010
Source:Morgan Stanley, Nov 2010
Mobile internet users exceed
PC users globally
85%
of new handsets can
access the mobile web
Source:MobiThinking, Oct 2010
$6.5bn
Redemption value of Mobile Coupons in US
alone
Source:Borrell Associates, Aug 2010
500mto
3.5bn
mobile internet user growth
globally 2010 → 2015
Source:Ericsson, Mobile Broadband World, Nov 2010
beats
A global tipping point: 3G access
Moore’s law applies, but how do we measure mobile accurately?
Content accessibility is making mobile the access point of choice
Global internet users will double over the next few years – and most will be mobile
The tablet only enhances the fact, mobile is an access point
360+ 74 28
Number of days to reach 1M units sold
Tablet shipments growing rapidly
Tablets are the fastest-selling consumer tech device in
history
2001 2007 2010
Sources: Morgan Stanley, Apple
2010 2011 2012
16m
65m
101m(in millions)
Sources: Company Reports, CIRA
The mobile tide lifts all ships
Over 2MM iPad apps downloaded
30% of 2011 ‘Black Friday’ revenue was from Mobile
~$2Bn - $4Bn in Sales via mobile devices in 2011
Generated $4Bn in Mobile GMV & $2Bn in Mobile TPV
in 2011
10%-20% of all search queries come from mobile
devices
10%-15% of unique visitors and page views
from mobile apps
Over 15% of seated diners from mobile apps
Mobile devices account for >60% of listener hours
270% growth in hotel bookings with 99% booked for same-day check-ins via
Mobile
Accept Multiplicity of Device
While device access is fragmenting, publishing is consolidating
Mobile allows for cross channel continuity
Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
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Percentage of daily search queries by hour
& because of smartphones much of the mobile queries are in-app not via a traditional search engine
The monochromatic to polychromatic consumer
“2011 saw mobile media use accelerate across markets…& continuing shifts toward a constantly connected consumer lifestyle.”
2012 mobile future in focuscomScore, feb 2012
A day in the life of today’s connected consumer…
Lunchsearches for nearby cafes to meet a friend for lunch
AM commutereads news on the way to work
Wake upchecks email before getting out of bed
Eveningsees interesting TV commercial & searches for more info
Dinnerwatches videos while waiting for take out
Evening commutereads reviews while shopping for a new digital camera
Source: Google/Ipsos Our Mobile Planet, Global Smartphone Study 2012
use a smartphone
while….
read a book
18%watch TV
51%
listen to music on the radio
51%
play video games
28%
read news-paper/magazine
17% use internet
44%
81%
US leads in mobile multitasking, 81% juggle multiple devices
But brands still lag consumer adoption
Advertisers aren’t there yet…
less than
10%of the web in 2012 is
mobile ready
Source: Google Internal Data 2012, eMarketer 2012
only
1%of ad spend is
dedicated to mobile
Even though mobile activated media performs better
% correctly recalling Volvo as brand advertised 50%
74%
TV+ PC Video+Phone Video+Tablet Video
24% lift in campaign recall
TV Only
source: Nielsen Multi-Screen Media Lab Study, Sep’11
22%
39%
% recalling that ad featured a four-door sedan
TV+ PC Video+Phone Video+Tablet Video
17% lift in engagement
TV Only
source: Nielsen Multi-Screen Media Lab Study, Sep’11
Yeah, what he said …
Implications
Consumers engage across all screens, yet little of that is
mobile only content, but rather optimized for mobile
Your customers are polychromatic
Multi-screen communications are more effective
Tremendous opportunity to optimize experience
It is not what screen you should focus on, but how to
optimize your customer experience across all screens
Activate & Engage
Re-think mobile now
Create develop mobile specific pages &
sites Extendsync efforts across
all screens
Engageallow mobile to
enhance the brand experience
In the next 18 months,
over 20% of
traffic to your clients sites will come from mobile.
Why, you might ask?
79%
of large online advertisers do not have a mobile optimized landing page
The untapped opportunity
Mobile devices are consumers’ constant companions & are central to their daily
lives
Greater capabilities exist on mobile to engage in real time
Summary
Embrace a mobile first approach to all marketing & communications efforts
04/11/2023 :: 29
Thank you!Obrigado!Gracias!Merci!Grazie!Arigatô!Vielen Dank!Terima Kasih!谢谢您 !
Rob GriffinEVP, Global Director, Product DevelopmentHavas Digitalrob.griffin@havasdigital.com