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Building more informed_mobile_strategies
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Transcript of Building more informed_mobile_strategies
- Device and User Insights for Publishers
Building More Informed Mobile Strategies
2 © comScore, Inc. Proprietary.
TODAY’S PRESENTERS
Hans Fredericks VP, Mobile
comScore, Inc.
Craig Besnoy Managing Director and President,
North America
Netbiscuits
3 © comScore, Inc. Proprietary.
Netbiscuits at a Glance
Supported by an extensive Global Partner Network
15,000 Developers using the platform
Hosting over 110,000 web apps and sites
Market Impact
Best Mobile Web Publishing Platform
Leading Mobile Application Development Platforms 2012
Frost & Sullivan European Best
Practice Awards 2011
Best Mobile Apps Deployment Platform
The global leader in software solutions for adaptive mobile web experiences.
Ranked in Gartner Magic Quadrant Since 2009
3
4 © comScore, Inc. Proprietary.
COMSCORE’S INNOVATIVE MEASUREMENT APPROACH
2 Million Person Panel
360°View of Person Behavior
CENSUS
Unified Digital Measurement™ (UDM)
Patent-Pending Methodology
Adopted by 90% of Top U.S. Media Properties
PANEL
PERSON-Centric Panel with
SITE-Census Measurement
Web Visiting & Search Behavior Online
Advertising Exposure
Advertising Effectiveness
Demographics, Lifestyles & Attitudes
Media & Video Consumption
Transactions
Online & Offline
Buying
Mobile Internet Usage & Behavior
PANEL
5 © comScore, Inc. Proprietary.
Plan for Today
Introductions
The new digital landscape and consumer – the digital omnivore
Smartphone user behaviors and insights
Usage and behaviors across devices and platforms
Mobile device metrics
Best practices for your mobile strategies
Key Takeaways and Wrap Up
6 © comScore, Inc. Proprietary.
The New Digital Landscape and
Consumer – the Digital Omnivore
7 © comScore, Inc. Proprietary.
DIGITAL CONSUMPTION USED TO BE FAIRLY SIMPLE…
8 © comScore, Inc. Proprietary.
AND THEN MOBILE CHANGED EVERYTHING
9 © comScore, Inc. Proprietary.
Smartphone 51.0%
Not Smartphone
49.0%
U.S. Smartphone Penetration
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
# P
ho
ne O
wn
ers
(000)
Growth of U.S. Smartphone Installed Base
Smartphone Not Smartphone
SMARTPHONE PENETRATION PASSES 50% SHARE
In September 2012, 119 million Americans aged 13 and older owned a Smartphone, representing
51.0% of the mobile population.
The total Smartphone audience increased 36.5% year-on-year.
119.3 million
+47% Year on Year Growth
Source: comScore MobiLens, US
Data: Three month average September 2011 – September 2012
10 © comScore, Inc. Proprietary.
EVEN MORE METEORIC RISE OF TABLETS
Source: comScore MobiLens & TabLens U.S
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Devic
e O
wn
ers
40 MILLION
100 MILLION
11 © comScore, Inc. Proprietary.
DIGITAL OMNIVORES RELY ON MULTIPLE DEVICES
12 © comScore, Inc. Proprietary.
MULTI-DEVICE OWNERSHIP BECOMING THE NORM
In June 2012, 35.5% of all U.S. Smartphone users also owned other connected devices
Smartphones, tablets, and other connected devices are changing the way consumers seek
information, communicate, and engage online!
Source: comScore MobiLens, US
Data: One month snapshot - June 2012
25.5% also
own tablets
11.9% also
own eReaders
4.5% also own
other handhelds
like portable
gaming devices
13 © comScore, Inc. Proprietary.
TRAFFIC INCREASING ON CONNECTED DEVICES
80.0%
82.0%
84.0%
86.0%
88.0%
90.0%
92.0%
94.0%
96.0%
98.0%
100.0%
Other
Tablet
Mobile
PC
6%
from
Non-
PCs 10%
from
Non-
PCs
Trended Share of Web Traffic
Source: comScore Device Essentials, U.S., June 2011 - June 2012
14 © comScore, Inc. Proprietary.
PC 87.9%
Mobile 7.4%
Tablet 4.1%
Other 0.6%
Non-PC 12.1%
June 2012
PC 93.3%
Mobile 4.5%
Tablet 1.5%
Other 0.6%
Non-PC 6.7%
June 2011
NON-PC SHARE OF INTERNET TRAFFIC UP 81%
12.1% of Web traffic came from non-PC devices in June 2012 – up 81% year over year
Tablet share of traffic rising dramatically – up 173% year over year
Source: comScore Device Essentials, U.S., June 2011 - June 2012
Share of Non-PC Device Traffic in the
U.S.
15 © comScore, Inc. Proprietary.
Smartphone User Behaviors and
Insights
16 © comScore, Inc. Proprietary.
43.8% 48.6% 49.5%
61.6%
52.1% 49.3%
43.5% 39.9%
54.3% 57.7%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
% Y
oY
Gro
wth
# S
mart
ph
on
e O
wn
ers
(000)
Top 10 Smartphone Categories
June 2011 June 2012 YoY Growth
COMMUNICATIONS AND NEWS ARE TOP CATEGORIES
Source: comScore MobiLens, US
Data: Three month average June 2011 - June 2012
17 © comScore, Inc. Proprietary.
5,837
6,412
13,701
9,586
14,719
14,891
12,538
7,208
5,057
14,873
9,994
11,064
24,176
17,298
26,698
27,204
23,072
13,380
9,438
29,751
0 10,000 20,000 30,000 40,000
men's magazines content
home lifestyle
credit cards
health information
classifieds
online retail
electronic payments
adult entertainmentservices
insurance services
social networking check-in service
Top 10 Smartphone Categories by Growth
June 2012 June 2011
EMERGING RETAIL/COMMERCE, SOCIAL CHECK-IN
Broad retail/commercial sector
growth
Social networking with check-in
service doubles audience size
Online Retail now accessed by
more than 27 million Smartphone
owners
+100%
+87%
+86%
+84%
+83%
+81%
+80%
+76%
+73%
+71%
# Unique Users (000)
% YoY
Growth
Source: comScore MobiLens, US
Data: Three month average June 2011 - June 2012
18 © comScore, Inc. Proprietary.
SMARTPHONES ARE CHANGING COMMERCE
16%
16%
21%
22%
25%
38%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Shopping Guides
Deal-A-Day
ElectronicPayments
Credit Cards
Online Retail
Bank Accounts
E-commerce and Related Services Accessed By % of Smartphone Users June 2012
Source: comScore MobiLens, US
Data: Three month average ending June 2012
19 © comScore, Inc. Proprietary.
CONSUMERS SHOP – AND BUY ON-DEVICE
17%
18%
20%
21%
21%
22%
34%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
Checked product availability
Purchased goods or services
Made shopping lists
Found coupons or deals
Researched product features
Compared product prices
Found store location
% Smartphone Audience
Shopping Activities with Smartphone June 2012
Source: comScore MobiLens, US
Data: Three month average ending June 2012
20 © comScore, Inc. Proprietary.
MOBILE SHARE OF E-COMMERCE GROWING
9% 8%
9% 8%
6% 6%
3% 3%
2%
Q22012
Q12012
Q42011
Q32011
Q22011
Q12011
Q42010
Q32010
Q22010
Percentage of Total e-Commerce Dollars Spent via Mobile or Tablet Device Source: comScore Mobile Measurements
Spike in percentage of
e-commerce sales via
mobile coincides with
surge in tablet ownership
21 © comScore, Inc. Proprietary.
SOCIAL, ENTERTAINMENT, GAMES LEAD ENGAGEMENT
71.8
42.9
37.0
12.1 11.1 10.4 9.0 8.5 7.5 7.2 6.8
Total Minutes (Billions) by Category, Browser/App Combined August 2012
Source: comScore Mobile Metrix 2.0, US
Data August 2012
*Excludes Services and Corporate Presence categories
22 © comScore, Inc. Proprietary.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Technology
Business/Finance
Community
Games
Retail
News/Information
Portals
Social Media
Directories/Resources
Search/Navigation
Entertainment
Web
App
Top Smartphone Categories by UVs,
% Share of Time Spent by Access Method August 2012
APPS DOMINATE TIME SPENT IN MOST CATEGORIES
Source: comScore Mobile Metrix 2.0, US
Data August 2012
*Excludes Services and Corporate Presence categories
23 © comScore, Inc. Proprietary.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Washington Post
Tribune Newspapers
Fox News Digital Network
CBS News
WeatherBug
NBC News
AccuWeather
Gannett Sites
CNN Network
New York Times
HPMG News
The Weather Channel
Google News and Weather
Yahoo!-ABC News Network
Web
App
Source: comScore Mobile Metrix 2.0, US
Data August 2012
Top Smartphone News/Info Properties,
% Share of Time Spent by Access Method August 2012
VARYING USE OF WEB/APPS IN NEWS/INFO CATEGORY
24 © comScore, Inc. Proprietary.
APPS DRIVING GREATER ENGAGEMENT
Average Minutes per Visitor Aug 2012
Category Via App Via Browser Overall
Entertainment 403 64 412
Search/Navigation 57 41 70
Directories/Resources 85 40 106
Social Media 767 75 732
Portals 92 54 116
News/Information 76 36 91
Retail 145 39 134
Games 473 36 466
Community 94 50 95
Business/Finance 68 19 62
Technology 122 16 89
Source: comScore Mobile Metrix 2.0, US
Data August 2012
*Excludes Services and Corporate Presence categories
25 © comScore, Inc. Proprietary. Source: Custom Mobile Retail Advisor Survey April 2012
Yes 40%
Yes, I would like to be alerted
46%
No, I would not be
interested 54%
No 60%
Yes, I use Check-in Services
38%
Yes, I would share my
location for a discount
No, I would
not share my location
No, I do not use check-in services
62% 45
55%
Check in services or sharing location for a reward/discount/deal at the store
Among Mobile Shoppers
Have you used a retail app to alert you about coupons/deals based on
your location (push notifications)?
Among Mobile Shoppers
OPPORTUNITIES FOR PUSH AND CHECK-IN
26 © comScore, Inc. Proprietary.
40% OF SMARTPHONE USERS WATCH MOBILE VIDEO
47,914 46,286
21,565 20,359
Mobile Video(any)
Video Web Video TV Video Paid
Mobile Video Audience Reach by
Video Category (000s) August 2012
Source: comScore MobiLens, US
Data: One month snapshot – August 2012
27 © comScore, Inc. Proprietary.
Usage And Behaviors Across
Devices and Platforms
28 © comScore, Inc. Proprietary.
TABLETS REINVIGORATING BROWSING
0 5,000 10,000 15,000 20,000 25,000 30,000
Search
Weather
Social Networking
News
Entertainment News
General Reference
Retail
Photo/Video Sharing
Sports
Technology News
Tablet Owners (1000s)
Top 10 News & Info Categories June 2012
App Browser
Source: comScore MobiLens and Tablens, US
Data: Three month average June 2011 - June 2012
29 © comScore, Inc. Proprietary.
NEW CONTENT OPPORTUNITIES ON TABLETS
74%
69%
61%
56%
51%
48%
60%
67%
49%
38%
25%
39%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Search
Weather
News
Entertainment News
Retail
Sports
Smartphone
Tablet
Reach of Top Tablet Categories June 2012
Source: comScore MobiLens and Tablens, US
Data: Three month average June 2011 - June 2012
30 © comScore, Inc. Proprietary.
TABLETS CAN EXTEND REACH
28%
27%
22%
20%
18%
17%
17%
17%
14%
14%
12%
11%
10%
2%
General Reference
Retail
Health
Food/Recipes
Techology News
Entertainment News
Gaming Information
Shopping Guides
Credit Cards
Search
News
Stock Trading
Sports
Weather
Tablet Audience Advantage v. Smartphone (Reach Delta)
June 2012
Source: comScore MobiLens and Tablens, US
Data: Three month average June 2011 - June 2012
31 © comScore, Inc. Proprietary.
TABLETS SURPASS SMARTPHONES ON ENTERTAINMENT
53% 48%
40%
68%
50% 51%
Played Games Listened to Music Watched TV/Video
Smartphone Tablet
Monthly Penetration of Entertainment Activities August 2012
Source: comScore MobiLens and Tablens, US
Data: One month snapshot – August 2012
32 © comScore, Inc. Proprietary.
Metric (took action in past month) All tablet
owners
Apple
Index
Amazon
Index
Female 51% 96 113
$100k+ Household Income 36% 120 96
Read books 55% 82 137
Read magazines or periodicals 40% 102 111
Purchased goods or services 37% 116 95
Accessed News 60% 113 90
Accessed Social Networking 66% 110 99
Listened to Music 50% 111 94
Watched Video 51% 111 93
Apple vs. Amazon Owners – Metrics Comparison August 2012
DIFFERENT CONSUMERS ON DIFFERING TABLETS
Source: comScore Tablens, US
Data: Three month average August 2012
33 © comScore, Inc. Proprietary.
DEVICES HAVE DIFFERENT ‘BIORYTHMS’
34 © comScore, Inc. Proprietary.
Mobile Device Metrics
35 © comScore, Inc. Proprietary.
Traffic Share of Top 25 Devices -- Global
26%
4.39%
3.11%
2.63%
2.24%
1.51%
1.48%
1.03%
1.01%
0.88%
0.86%
0.85%
0.75%
0.72%
0.70%
0.63%
0.60%
0.57%
0.56%
0.54%
0.54%
0.52%
0.51%
0.52%
0.49%
Apple/iPhone (iOS 5.x)
Apple/iPhone 3G, 3GS, 4 (iOS 4.x)
Samsung/GT-i9100 (SPH-D710, Galaxy S2,…
Blackberry/8520 (Gemini, Curve)
Samsung /GT-I9000 (Galaxy S Series, T-…
Samsung /GT-i9100 (SPH-D710, Galaxy S2,…
Apple/iPod Touch (4G)(iOS 5.x)
Blackberry/9300 (Curve 3G, Onibi)
HTC/Desire HD (Ace) (Android 2.3)
Blackberry/9800 (Torch)
Samsung /GT-S5830 (Cooper, Ace) (Android…
Apple/iPod Touch (4G)(iOS 4.x)
Apple/iPhone; 3G; 3GS (iOS 2.2-3.2)
Samsung/GT-I9000 (Galaxy S, Vibrant, SGH-…
Apple/iPad, iPad2 (iOS 5.x)
Blackberry/9900 (9930, Dakota, Bold Touch)
HTC/Evo 4G (Supersonic) (Android 2.1)
HTC/Desire (ADR6200, ADR6275, Bravo,…
Samsung /GT-I9300 (Galaxy S III, Galaxy S3)…
Samsung/GT-I9000 (Galaxy S, Vibrant, SGH-…
Blackberry/9780
Nokia/N8-00
Nokia/Lumia 800
Motorola/XT910 (RAZR, Droid RAZR XT912,…
HTC/Sensation 4G (Pyramid, Z710a, Z710e)…
Top 25 Global Devices by Traffic Share
**Data from June 2012
35 © Netbiscuits 2012
36 © comScore, Inc. Proprietary. © Netbiscuits 2012
44.10%
6.40%
4.80%
4.20%
1.90%
1.90%
1.50%
1.50%
1.50%
1.40%
Apple/iPhone (iOS 5.X)
Apple/iPhone 3G, 3GS, 4 (iOS 4.X)
Samsung /GT-i9100 (Android 2.3)…
Blackberry/8520 (Gemini, Curve)
Samsung /GT-i9100 (Android 4.)…
Blackberry/9300 (Curve 3G, Onibi)
Apple/iPod Touch (4G) (iOS 5.X)
Blackberry/9800 (Torch)
HTC/Desire HD (Ace) (Android 2.3)
Samsung/GT-S5830 (Cooper, Ace)…
Traffic Share of Top 10 Devices by Country
32.20%
4.70%
2.70%
2.30%
1.70%
1.40%
1.40%
1.30%
1.10%
1.00%
Apple/iPhone (iOS 5.X)
Apple/iPhone 3G, 3GS, 4 (iOS 4.X)
Apple/iPod Touch (4G) (iOS 5.X)
HTC/Evo 4G (Android 2.2) (Supersonic)
Motorola/XT910 (Android 2.3)…
Motorola/Droid X (Android 2.3)…
Apple/iPod Touch (4G) (iOS 4.X)
Apple/iPad, iPad 2 (iOS 5.X)
Samsung /GT-I9000 (Galaxy S Series,…
LG/L5670 (Android 2.3) (US670…
**Data from June 2012
36
37 © comScore, Inc. Proprietary.
Traffic Share of Top 10 Devices by Region
42.50%
9.60%
5.20%
3.30%
1.70%
1.70%
1.30%
1.20%
1.10%
1.00%
Apple/iPhone (iOS 5.X)
Apple/iPhone 3G, 3GS, 4 (iOS 4.X)
Apple/iPad, iPad 2 (iOS 5.X)
Samsung /GT-i9100 (Android 2.3)…
Samsung /GT-N700 (Android 2.3)…
Apple/iPod Touch (4G) (iOS 5.X)
Samsung /GT-S5830 (Cooper,…
Samsung /GT-N700 (Android 4.0)…
Samsung /GT-i9100 (Android 4.)…
Samsung /GT-i9300 (Android 4.)…
29.50%
5.80%
4.90%
4.00%
3.90%
2.40%
1.90%
1.90%
1.70%
1.70%
Apple/iPhone (iOS 5.X)
Apple/iPhone 3G, 3GS, 4 (iOS 4.X)
Samsung /GT-i9100 (Android 2.3)…
Samsung/GT-S5830 (Cooper, Ace)…
Samsung /GT-I9000 (Galaxy S Series,…
Apple/iPad, iPad2 (iOS 5.X)
Apple/iPod Touch (4G) (iOS 5.X)
Samsung /GT-S5570 (Galaxy Mini)…
Samsung /GT-i9100 (Android 4.0)…
SonyEricsson/MT11i (Android 4.0)…**Data from June 2012
37 © Netbiscuits 2012
38 © comScore, Inc. Proprietary.
Smartphone OS Traffic Share – U.S.
Android 45.81%
bada 0.02%
iOS 46.82%
meego/maemo 0.00%
PalmOS 0.02%
RIM OS 5.25%
Symbian 0.88%
WebOS 0.11%
Windows Mobile 0.12%
Windows Phone 0.98%
**Data from June 2012
38 © Netbiscuits 2012
39 © comScore, Inc. Proprietary.
Smartphone OS Traffic Share - Global
Android 40.15%
bada 1.17%
iOS 39.20%
meego/maemo 0.07%
PalmOS 0.02%
RIM OS 10.48%
Symbian 5.41%
Windows Mobile 0.20%
Windows Mobile 0.23%
Windows Phone 3.05%
**Data from June 2012
39 © Netbiscuits 2012
40 © comScore, Inc. Proprietary.
Smartphone OS Traffic Share – Eastern Europe
Android 50.11%
bada 1.23%
iOS 37.68%
meego/maemo 0.21%
PalmOS 0.00%
RIM OS 2.01%
Symbian 6.67%
WebOS 0.10%
Windows Mobile 0.24%
Windows Phone 1.76%
**Data from June 2012
40 © Netbiscuits 2012
41 © comScore, Inc. Proprietary.
Traffic Share by Device Type - Global
Consumer Electronics
0.06%
eReaders 0.01%
Media Players 2.81%
Smartphones 83.52%
Tablets 2.92%
TV & Set top 0.00%
Feature Phones 10.67%
**Data from June 2012
© Netbiscuits 2012 41
42 © comScore, Inc. Proprietary.
Traffic Share by Device Type – Central/South America
Consumer Electronics
0.17% eReaders 0.01%
Media Players 7.69%
Smartphones 62.79%
Tablets 5.48%
TV & Set top 0.00%
Feature Phones 23.86%
**Data from June 2012
© Netbiscuits 2012 42
43 © comScore, Inc. Proprietary.
Traffic Share by Device Type – APAC (Developing)
Consumer Electronics
0.06% eReaders 0.01%
Media Players 2.50%
Smartphones 70.95%
Tablets 12.13%
TV & Set top 0.00%
Feature Phones 14.35%
**Data from June 2012
© Netbiscuits 2012 43
44 © comScore, Inc. Proprietary.
HTML5 Readiness of Top 10 Devices – U.S.
With only 48%, the USA provides the lowest level of HTML5 readiness out of 7 global markets we focus on. This results as much from a relatively low combined traffic share among the Top 10 devices (49.8%) as from a low number of devices (3) that provide an HTML5 readiness score of 59% or more. However, we do see a year over year improvement in individual HTML5 feature capability among top 10 devices.
© Netbiscuits 2012 44
45 © comScore, Inc. Proprietary.
With a total of 66%, Singapore provides the best HTML5 readiness of all markets we looked at. The Top 10 devices in Singapore account for a combined traffic share of 68.6% on the Netbiscuits Platform, which shows that the diversity among the most relevant mobile web access devices is relatively low in this market.
HTML5 Readiness of Top 10 Devices – Singapore
© Netbiscuits 2012 45
46 © comScore, Inc. Proprietary.
Best Practices For Your Mobile
Strategies
47 © comScore, Inc. Proprietary.
Mobile Strategy Buy-In
Success on mobile is achieved when the entire organization is vested in your mobile strategy
Mobile must become the mindset of the organization
– Editorial – CMS optimized for mobile including:
• collaborate via social/mobile integration
• associate mobile information with content
– Marketing – capture data based on:
• location, device type, time of day
– Ad Sales – agree on achievable metrics
– Commerce – “mobile sales” do not always occur
on the mobile device
– IT Departments – architect technology to
optimize UX based on mobile information
© Netbiscuits 2012 47
48 © comScore, Inc. Proprietary.
Everything is a Mobile Driver
Traditional marketing communications must have mobile elements to be effective.
Assume that when marketing messages are delivered your consumer is connected
The message must allow for immediate consumer feedback
Attach mobile drivers to all marketing messages
– QR Codes, SMS short codes, website/email hot links,
click to call
Leverage all the tools in your marketing tool-belt to activate mobile engagement
© Netbiscuits 2012 48
49 © comScore, Inc. Proprietary.
Mobile Optimization is a MUST
© Netbiscuits 2012
Content built for your PC-based experiences was not designed to translate to a mobile device
– Point and click mouse ≠ mobile touchscreen
– PC Workflow ≠ mobile workflow
comScore data shows that 12.1% of Website hits/pageviews came from a mobile device in June 2012
According to Google, two-thirds of smartphone users say a mobile-friendly site makes them more likely to buy a product or service
– 74% say they are more likely to return to the site later
– 50% say that even if they like a business, they’ll use its website less often if it is not mobile optimized
49
50 © comScore, Inc. Proprietary.
Device Categories
Create experiences that cater to each Device category
– Smartphone
– Tablet
– Feature Phone
– Large Screen vs. Small Screen
Within each category there are variances in hardware/chipset, speed, screen resolution
Take Device Diversity into account
– How are your customers using their devices
– Tablets for videos and reading
– Smartphones for communication, sharing
and more
© Netbiscuits 2012 50
51 © comScore, Inc. Proprietary.
Mobile ROI
The calculation of Mobile ROI should not be limited to engagements that occur on a mobile device
Activities performed on a mobile device many times results in online or brick and mortar engagements
– Search for locations, coupons, deals, sneak previews, etc.
Mobile activities that result in non-mobile engagements should be calculated against your Mobile ROI
– In-store comparison shopping
– Social sharing/Likes
– Product recommendations
– Content viewing/sharing
– Brick and mortar purchases
© Netbiscuits 2012 51
52 © comScore, Inc. Proprietary.
Optimize Your Mobile Advertising
Be a device detective….you must know whether a device can handle rich media, video, HTML5, 3D, 2D, GPS, and more
– Know your device type – smartphone, tablet, iPhone, Android, BBerry, etc.
– Make sure you’re passing this information to your ad server in order to target the
optimized ad
– Create multiple types of ads -- rich, static, video, text
Focus on post-click engagement
– Biggest mistake made by publishers and mobile marketers is lack of post click
engagement strategies
– It’s one thing to engage a consumer with a fancy ad, its another to activate them
to take action
All of your mobile ads should lead to mobile optimized landing pages
– Create and deliver landing pages that are optimized in both form and functionality
– Understand your mobile ad goals – registration, sweepstakes, and more
© Netbiscuits 2012 52
53 © comScore, Inc. Proprietary.
Geo-content
Identify opportunities to take advantage of GPS capabilities of smartphones and tablets to deliver geo-content
By capturing a consumers location, based on their device, you can map your content and/or ad targeting strategies to that location
Location-based content leads to delivery of more relevant content which drives more engagement and more revenue – Content based on weather at a location – Content based on store location within X distance of
consumer – Content based on previous engagements/user history – Content based on time of day – Content based on device type
Ensure your Mobile Development Platform, CMS and Adserver have fields for geo-location
© Netbiscuits 2012 53
54 © comScore, Inc. Proprietary.
Key Takeaways and Wrap Up
55 © comScore, Inc. Proprietary.
KEY TAKE AWAYS
Ubiquity of smartphones has created a mobile audience of scale
– And rapid rise of tablets adding new fuel to audience, changing habits
Traffic moving to mobile at an increasing rate – be ready
– To serve your users across differing devices and OS platforms
Mobile becoming key to commerce – and can add value at all stages
of customer purchase journey
Apps a big driver of usage, varying across and within categories,
but don’t ignore your browser audience – especially on tablets
Digital Omnivores on the rise
– Use multiple devices and access methods—web, apps, and
increasingly video—in different ways across their day
– The key challenge/opportunity for publishers and marketers
56 © comScore, Inc. Proprietary.
COMSCORE MOBILE TAGGING
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Demonstrate the full value of your audience
across Web, Smartphone and Tablet platforms
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For more information or to begin tagging:
– http://direct.comscore.com (for free signup
and client log-in portal)
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WRAP-UP AND Q&A
Hans Fredericks VP, Mobile
comScore, Inc.
www.comscore.com
Craig Besnoy Managing Director and President, North America
Netbiscuits
www.netbiscuits.com
@netbiscuits
Thank You.
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