Seizing the Mobile Moment
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Transcript of Seizing the Mobile Moment
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
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By 2018, Mobile will take 66% of global media spend
Desktop will garner just 34% of available budget
Desktop Mobile
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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?
© 2015 Forrester Research, Inc. Reproduction Prohibited 11
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?
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Remember when…. Image source: Mostly Simple Thoughts (http://www.novelog.com)
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? 13
People have changed. Image source: Independent (http://www.independent.co.uk )
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
3 billion
Sources: Forrester Research Mobile And Smartphone Forecast, 2015 To 2020 (US)
© 2015 Forrester Research, Inc. Reproduction Prohibited 15
53 hours
Sources: Forrester's US Consumer Technographics Behavioral Study, Q1 2015
© 2015 Forrester Research, Inc. Reproduction Prohibited 16
25 apps
Sources: Forrester's US Consumer Technographics Behavioral Study, July 2014 To September 2014
© 2015 Forrester Research, Inc. Reproduction Prohibited 17
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)
© 2015 Forrester Research, Inc. Reproduction Prohibited 19
Programmatic buying has already extended well beyond online display
Source: 2014 ANA/Forrester: Media Buying’s Evolution Challenges Marketers Survey
© 2015 Forrester Research, Inc. Reproduction Prohibited 20
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.
© 2015 Forrester Research, Inc. Reproduction Prohibited 21
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?
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 24 Image source: Mobile World (mobileidworld.com)
1. Mobile ad formats break free from desktop
© 2015 Forrester Research, Inc. Reproduction Prohibited 25
Integrated, personalized ads win the day
© 2015 Forrester Research, Inc. Reproduction Prohibited 26 Image source: The New Daily (http://thenewdaily.com)
2. More native and video ad placements are available
© 2015 Forrester Research, Inc. Reproduction Prohibited 27
New ad formats are available
© 2015 Forrester Research, Inc. Reproduction Prohibited 28
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.
© 2015 Forrester Research, Inc. Reproduction Prohibited 29
To master mobile video: Divorce it from TV
Source: Forrester report: “Don't Rerun Your TV Commercials For Mobile Video Ads”
© 2015 Forrester Research, Inc. Reproduction Prohibited 30
Native placement options continue to grow:
› Native advertising platforms
› Publishing partners
› Amplification sites
© 2015 Forrester Research, Inc. Reproduction Prohibited 31
To master mobile native: Content and distribution matter
Source: Brief: Make Native Advertising A Part Of Your Content Marketing Strategy In Asia Pacific
© 2015 Forrester Research, Inc. Reproduction Prohibited 32 Image source: Mobile World (mobileidworld.com)
3. We say “bye” to the cookie, and welcome cross-channel identification
© 2015 Forrester Research, Inc. Reproduction Prohibited 33
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)?”
© 2015 Forrester Research, Inc. Reproduction Prohibited 34
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
© 2015 Forrester Research, Inc. Reproduction Prohibited 35
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
© 2015 Forrester Research, Inc. Reproduction Prohibited 36
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?
© 2015 Forrester Research, Inc. Reproduction Prohibited 37
It’s true: Identification is getting tougher
Multiple Connections
Multiple Touch-points
Multiple Media
One person
© 2015 Forrester Research, Inc. Reproduction Prohibited 38
But solutions to build bridges between devices and users exist
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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 39 Image source: Which-50 (http://www.which-50.com)
4. Data improves attribution and spend effectiveness
© 2015 Forrester Research, Inc. Reproduction Prohibited 40
What made an impression?
Multiple Connections
Multiple Touch-points
Multiple Media
One person
© 2015 Forrester Research, Inc. Reproduction Prohibited 41
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
© 2015 Forrester Research, Inc. Reproduction Prohibited 42
Data fuels attribution
z
© 2015 Forrester Research, Inc. Reproduction Prohibited 43
Data protects advertisers from market forces
© 2015 Forrester Research, Inc. Reproduction Prohibited 44
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?
© 2015 Forrester Research, Inc. Reproduction Prohibited 45
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 [email protected] @JenniferWise
Image source: Recruiting Blogs (http://www.recruitingblogs.com/)
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Big Picture: What’s Happening in The Mobile Advertising Marketplace?
Automated Direct Orders
App Dominance Video
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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
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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
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Full screen rich media MRAID video advertisement
Target audience built on location, and consumers are provided the nearest McDonalds locations
McDonald’s Mobile Conversion
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Questions?
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
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rich audiences developed from user location history
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Questions?
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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