Mobile Gambling Summit | Are You Ready for Christmas?

Are you ready for Christmas?

Emma Crowe, Senior Vice President of Planning

@somoglobal

September 14 2 Copyright and confidential

Somo exists to help businesses increase sales, develop customer

engagement and enhance productivity through the use of connected devices.

We are 180 global experts.

What we do Solutions for the connected world


A selection of our clients

4 September 14 Copyright and confidential


Mobile behaviour is changing our lives

Internet Social Media PC

X2 X3 X10

•  Unprecedented velocity of adoption •  Marketers being left behind •  Consumer and workforce driven

environment.

Mobile moment Mobile web browsing is overtaking desktop globally

September 14 6 Copyright and confidential Source: Morgan Stanley, 2013

37% 75%

UK smartphone penetration UK tablet penetration

September 14 7 Copyright and confidential Source: ComScore Mobilens, March 2014

Smartphone & tablet penetration continue to rise

PCs

Smartphones

Tablets Internet Of Things

Connected TVs

Wearables

Connected Cars

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

18,000,000

20,000,000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014E 2015E 2016E 2017E 2018E

Nu

mb

er O

f De

vic

es

In U

se G

lob

ally

(In

Th

ou

san

ds)

Source: BI Intelligence Estimates, February 2014

The internet of everything

September 14 8 Copyright and Confidential

Discovery Download Engage

Optimising the consumer journey

Performance

Brand

Awareness in research

phase Consideration Participation Service Loyalty

Video Dual

Screen

CPM/Rich Media

ATL Media

Search App

discovery

In-app msg CRM

Re-target Display

In-app msg Email/SMS

Social Re-target

CRM

Push notifications

Geo-location, day-part, contextual (weather etc), device

Evolving landscape of change and opportunity

September 14 10 Confidential and copyright of Somo Global Ltd.

Source: MENC, 2014

11 Copyright and confidential, August 2014

30% of mobile gambling revenue is new revenue


•  Review UI /UX and consumer behaviour •  Creative and Messaging •  Implications on marketing mix weighting

Brands have a great opportunity to be first to market and optimise as people upgrade or receive whole new devices

Apple Watch

iOS 8 optimised


The rapid adoption of iOS 7 prefigures the popularity of iOS 8

Source: iOS 7 Usage Monitor


Are you ready for iOS 8?

25%

0%

50%

75%

100%

20/09

37.1%

01/10

64.4% 01/12

76%

24/03

86.2%

iOS 8 is Apple’s play to enter and own different phases of the customer journey. Apple is deepening brand loyalty by embedding itself in all aspects of consumer life.


Apple wants to span the customer journey

iOS 8

App Discoverability

apps in the App Store new apps submitted since the release of

iOS 7 less than a year ago

of apps in the App Store are ‘zombie’

apps

1.2m 500k 80%

Source: Apple WWDC, June 2014 Source: Adjust, July 2014 Source: Adjust, July 2014


Discovery across the App Store can be challenging The App Store is growing rapidly; there’s more noise drowning out your app


Key changes that will impact app discovery iOS 8 will give more discovery options; optimise these to make sure your app gets noticed.

Trending searches

Explore Tab

Bundles &

Dynamic pricing

Editor’s Choice

App previews

iOS 8

Brand Communication

iOS 8: Widgets

§  Peronsalised content made available from homescreen

§  Keep customer up to date with customised content

§  Draws user back into the app at relevant times

§  An therefore increase engagement and therefore overall lifetime value

What do they mean?

iOS 8

Optimised customer journey

iOS 8: Continuity

§  Ability for user to start an activity on one device and continue it on another

§  Supports handing off data between a native App to a website and vice versa via web URLs

§  Supports near real-time bi-directional data streams between the originating device and recipient

What is it?

What is Touch ID?


Features include: •  Fingerprint – recognition service

•  Ability to make purchases via Apple digital media stores (iTunes Store, App Store iBookstore) and opened up API to app deverlopers

•  Secure – fingerprint thoroughly encrypted •  Easy identity verification

Value of opportunity

•  For example, research by eBay found that the average consumer will use as many as 3 to 5 devices or platforms in the course of making their buying decision and completing a purchase

•  60% of global consumers are willing to pay more for a product if the brand delivered a positive customer experience (Source:SDL)

•  Touch ID will address a cited lack of trust in current mobile login and authentication options, and worries about identity theft

Minimise drop off and maximise revenue

Tracking

Greater visibility and simplified tracking

User Privacy and Improved Analytics


Opening up the walled garden Did Apple kill location tracking?

MAC address

Ad networks, WiFi hotspots and other third parties will no longer be able to grab the real MAC address from an iOS 8 device


Randomising MAC Address Improves User Privacy

The Past

Ad networks, Wi-Fi hotspots and other third parties used MAC address obtained while the device was scanning through available Wi-Fi networks to get a p icture of customers’ movements in a store and track their behaviour.

The Future

I n iOS 8 MAC address w i l l be randomised each time a device is scanning available Wi-Fi networks which: •  Improves user privacy •  Fosters transparency •  Encourages innovation e.g. iBeacons

More transparency will result in better mobile marketing campaigns and improved user experience


New features with iTunes Connect 3

Improved analytics

iTunes Connect 3 will share data on: •  App store page views •  App units

•  Installs •  Active devices •  Retention •  In app purchases

Increased attribution

iTunes Connect 3 will allow visibility into user acquisition channels: •  Automatic attribution of website

traffic •  Campaign IDs can be set up

using unique IDs to track media sources

Activation at Christmas


This increase in traffic makes mobile the go to platform for reaching consumers this Christmas

Mobile traffic spikes on Christmas day with more mobile vs Desktop consumption than any other day in the year

Confidential and copyright of Somo Global Ltd.

Combined with key sporting events over the festive period provides a great opportunity for gaming and gabling brands to both utilise ‘engaged downtime’ and precision geo marketing

For many the go to destination is the app stores with Gaming, Social media and Lifestyle apps seeing the most installs


Over 20 million new devices will be activated this Christmas

An app discovery campaign can massively increase the impact brands see from this unique festive behaviour


This provides brands with a great opportunity to be first to market as people upgrade or receive whole new devices

0% 10% 20% 30% 40% 50% 60% 70%

Perc

enta

ge o

f re

spon

dent

s

The majority of people discover new applications via app ranking, store searches

and paid advertising

High impact burst campaigns can be utilised across the peak Christmas period to maximize app discovery across the store driving both direct and valuble ‘discovered’ installs

Video Display CPI

Geo target SMS or display marketing to your target audience

whilst they are at a specific event

Geo target SMS/display or wifi

sponsorship marketing to your target

audience whilst they are out and about

Target consumers with a combination of

display, SMS and social at home on wifi whilst

they are duel screening


Boxing day burst opportunity For football and horse racing fans the 26th December is one of the most exciting dates of the year

At event

At pub

At home

Align contextual messaging to all marketing to drive increased relevance

Driving Revenue in January


Connected Behaviour Consumers today are hyper engaged but behaviour is fragmented across multiple devices.

44% of total tablet usage is while watching TV

72% of under 25s in the UK comment on TV

programs via social networks

19.4% of TV watchers who engage in second-

screen activities shop for products seen in ads

The connected user

Adults now spend their time across multiple devices providing an opportunity to target and engage across multiple platforms.

Second screening

Second screening is common practice with 41% of TV viewers engaging in second screening daily.

4 hrs 31 mins 2 hrs 19 mins 2 hrs 21 mins

5 hrs 9 mins

4 hrs 38 mins 2 hrs 27 mins 1 hrs 33 mins

Amplify Reach Cross Platform With Mobile Video

Video is fast becoming the preferred medium for entertainment across mobile. 36% of all Smartphone users are accessing video content on mobile Passive TV viewing can be amplified by understanding cross platform

video consumption and utilizing high impact video formats.


Mobile is seeing the greatest growth in time spent and impact driven by video advertising compared to TV and online.

Combining activity cross platform can double the overall campaign impact making overall marketing spend more effective.

Activate direct and measurable actions By understanding the touch points of engaged TV viewing behaviour we can activate direct

and measurable engagements.

Second Screen Viewing

Social conversations In ad triggers

60% of all users use Twitter while watching TV 60% of daily Facebook Interactions about a TV show occur during the airing 80% of TV related chatter on Facebook comes from a mobile device

400m users globally have Shazam on their device 85% user Shazam to interact with TV During this years Superbowl more than 700,000 tagged the event with Shazam

Lapsed mobile app

players Depositing

players

Retargeting opportunities Identifying the opportunities for retargeting

Registrants App installers

Existing (desktop)

New to (app acquisition)


ACQUISITION CONVERSION RETENTION

Cross-Device retargeting

Mobile to Mobile retargeting

In-app Messaging

Conversion-to-deposit retargeting

Media retargeting

Mobile Gambling Summit | Are You Ready for Christmas?

Marketing

Transcript of Mobile Gambling Summit | Are You Ready for Christmas?