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Mobile Marketing

Q3 Trend Report: What Marketers Need to Know

About Mobile Metrics: It’s a Mad, Mad World

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Interactive Marketers’ Interest in Mobile Marketing

Forrester’s survey of interactive marketers shows just how nascent mobile display and search are

Q: “Of the following emerging marketing channels and tactics, please indicate which you are currently using, piloting, testin
g o
r expect to pilot in next 12 months”
Base: U.S. interactive marketers (percentages may not total 100 because of rounding)

Source: May 2010 U.S. Interactive Marketing Online Survey, Forrester Research

14%
14%
21%
62%
65%
24%
Mobile search
Mobile display
NO PLANS TO USE

CURRENTLY

IMPLEMENTING
OR PLOTTING

PLAN TO PILOT IN

NEXT 12 MONTHS

Chart 1

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

$50.80
$84.00
$133.80
$201.30
$83.20
$185.00
$295.10
$451.40
$681.10
$858.20
$91.40
$327.30
$334.50
$489.10
$593.40
$887.60
$228.80
$202.50
$422.00
$476.70
$528.50
$602.50
$12.60
$28.30
2009
2010
2011
2012
2013
2014
U.S. Mobile Ad Spending, by Format, 2009
-
2014

Note: Numbers may not add up to total due to rounding Source: eMarketer, Sept. 2010

SEARCH

MESSAGING

DISPLAY

VIDEO

eMarketer includes SMS and mobile video spending in its
projections (in millions & CAGR)

21%

21%

21%

74%

CAGR

Chart 2

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Estimated U.S. Mobile Online Advertising Gross Revenue by Vendor, 2010

Source: IDC, 2010

According to IDC, Search accounts for 55.6% of all mobile revenue which explains the significant lead of Google

Gross revenue (mil)

Share

Google

$518.0

59.0%

Apple

$73.5

8.4%

Millenial Media

$60.0

6.8%

Yahoo!

$49.4

5.6%

Microsoft

$38.0

4.3%

Jumptap

$32.7

3.7%

Nokia

$11.0

1.3%

AOL

$7.0

0.8%

Other

$87.7

10.0%

Total

$877.2

100.0%

Chart 3

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Smartphones at 38% Penetration and Counting; Android Leads

Source: Nielsen, March 2011


May 2011, Mobile Insights, U.S.

Chart 4

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Games Are the Most Popular Mobile App Category

In terms of apps used, games and weather are even more popular than social networking

Note: Category of apps used in past 30 days (Past 30
-
day app downloaders, Q2, 2011) Source: IDC, 2010

64%
60%
56%
51%
44%
39%
34%
32%
26%
26%
26%
25%
21%
20%
18%
18%
13%
11%
6%
Games
Weather
Social Networking
Maps/Navigation/Search
Music
News
Entertainment
Banking/Finance
Video/Movies
Shopping/Retail
Dining/Restaurants
Sports
Productivity
Communication (e.g. IM, VoIP)
Food/Drink
Travel
Health
Education/Learning
Household/Personal Care
Chart 5

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Mobile Media Users are Nearing a Majority in the U.S.

Forrester’s survey of interactive marketers shows how nascent mobile display and search are

Mobile Media User = Used browser, application, native email, stream or download music and broadcast or on demand video (does
not

include SMS)

Source: comScore: MobiLens; Data: Three month average ending March 2011; Country: US, N= 30,817

Mobile Market Segments - March 2010
SMS (and not
mobile
media)
30.2%
Just voice
32.0%
Mobile media
37.8%
Mobile Market Segments - March 2011
Mobile media
45.7%
Just voice
27.1%
SMS (and not
mobile
media)
27.2%
106.8 million

88.3 million

Chart 6

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Incremental Reach from Leading U.S. News Brands’ Mobile Websites

Source: comScore Total Universe Report; Data: April 2011; Country: U.S.; Beta Data

comScore is able to report incremental reach of
mobile for top web properties

34,0 0 0
17,0 0 0
16,0 0 0
14,0 0 0
7,0 0 0
6.70%
4.90%
5.50%
5.20%
2.30%
New York Times
Los Angeles
Times
Washington Post
Wall Street
Journal
Chicago Tribune
TOTAL UNIVERSAL AUDIENCE (000)

INCREMENTAL REACH

Pandora’s audience is over 40% mobile;
23% multi
-
platform

MOBILE

HOME/WORK PC AND MOBILE

HOME/WORK PC

11,126
7,135
13,381
Pandora total universe
audience (000)
23%

35%

42%

Chart 7

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

M
-
commerce is a Reality:

18% of mobile owners have purchased something on their phones

Q: What did you purchase? Source: Insight Express, Digital Consumer Portrait, Q1 ‘11

43%
38%
36%
31%
31%
30%
30%
28%
23%
22%
22%
19%
18%
MP3 music
Ringtone
Application
Electronics
Music to play on my phone
Clothing
Books
DVD or Blu-Ray movie
Hotel reservations
Airline tickets
CD
Streaming movie
Groceries
Chart 8

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Mobile Most Likely to be Used for Store Locations and Price Checking

Where do you typically perform the following shopping related activities?

Asked of smartphone owners, n=1599, April
-
May 2010

Source: Compete, Quarterly Smartphone Owner Survey

63%
63%
62%
59%
58%
55%
51%
50%
28%
27%
10%
10%
11%
9%
10%
6%
29%
17%
26%
29%
27%
28%
30%
34%
35%
43%
21%
55%
48%
8%
Look up shipping information of an item that I am considering purchasing online

Review a product description

Look for retailer or product coupons

Check the status of an order that I originally placed online through my mobile device or computer

Make a purchase after seeing the product in a store

Check to see if an item is available for in
-
store pickup

Check the status of a rebate I recently submitted

Look up the address of a store or the store hours of a store I would like to visit

Look at third
-
party or consumer
-
generated reviews of a product while I am in a store considering a purchase

Check the price of an item while I am at a store considering a purchase, to make sure I am getting a good deal

I NEVER PERFORM THIS ACTIVITY

ON MY COMPUTER

ON MY SMARTPHONE

Chart 9

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

GroundTruth Carrier
-
based Data Looks Under the Sheets to
Reveal Dirty Secrets of Mobile

Porn is bigger than sports!

Source: GroundTruth, April 2011

74,598,424
73,452,983
50,688,184
45,403,447
30,917,052
25,543,868
19,792,408
18,668,200
17,954,339
17,297,529
Google
Facebook
YouTube
Yahoo
Gameloft
Aggregate adult
Twitter
ESPN
Photobucket
The Weather Channel
Chart 10

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Behaviors tracked on Smartphones

Derived from Zokem smartphone metering

Source: Zokem

Life


Meetings


Movements


Sleeping


Wake
-
ups


Travels


Status

Device


Device features


Applications


Camera


GPS


Calendar usage


Games


App stores


Application
installations


Maps and navigation


User interface activity


Keypresses


Roaming


Charging


Battery & power


Memory usage


File systems & storage


USB

Social


Calls


SMS


MMS


Email applications


Social networking


Webmails


Instant messaging


VoIP

Media


Music


Video


Radio


Gallery


Youtube


Imaging


Search


Mobile TV

Internet


Search words


Data applications


Streaming


Wifi


Web browsing


URL click
-
streams


Page facetime


Throughputs


Page visits


Browsing content
types


Data volumes


Network access
technologies


Session
-
level
statistics

Context & Networks


Profile changes


Locations


In
-
building locations


Nearby people


Signal strengths


Dropped calls


Network technology


Coverage


Accelerometer

Chart 11

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Market Share of Online and Mobile Shopper Visits to Retailer Websites

Data partnership from Compete and GroundTruth: Retailer website market share among mobile and online shoppers.
% of unique visitors

Market Share = Individual Retailer unique visitors as a % of Total Retailer unique visitors Analysis does NOT include apps

Source: Compete, Groundtruth, June 2011

62.5%
8.4 %
57.7%
28.6%
36.9%
12.0 %
1.4 %
9.2%
2.5%
5.3%
TOTAL ONLINE SHOPPERS,

JUNE 2011:

125,382,105

TOTAL MOBILE SHOPPERS,
JUNE 2011:

125,564,160

Chart 12

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Average Daily Breakdown of Mobile Activity on Android Smartphones

Nielsen’s release of metered smartphone data shows how dominant app usage is on Android devices

Source: Nielsen, unweighted metered data from smartphone analytics

U.S. Android, April 1-April 30, 2011
Camera
1%
Apps
56.0%
Phone
15.0%
Email and messaging
19.0%
Web browser
9%
Chart 13

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Advertiser Campaign Goals, May 2011

Millennial’s S.M.A.R.T. Report shows how advertisers are using mobile campaigns

Data is based on the top 250 campaigns on Millennial Media’s Network in May 2011 Source: Millennial Media

Site traffic
3%
Increased foot traffic
12%
Brand awareness
12%
Sustained in-market
presence
24.0%
Product
launch/release
21.0%
Lead
Gen/Registrations
28.0%
Chart 14

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Campaign Destination Mix

Millennial data shows that advertisers now are primarily driving to the mobile web

Campaign destinations represent the immediate click
-
through from creative to site, landing page or rich media; Data is based on
the top 250 campaigns on Millennial Media’s Network in May 2011

Source: Millennial Media

Application download
28.0%
Custom landing page
18.0%
Traffic to site
54.0%
Chart 15

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Mobile Operating System Click
-
through Rates

Jumptap STAT Report shows click through rate trends by device

Source: Jumptap STAT, June 2011

One explanation for
the Apple iOS high
click rates may be
that this data
includes the iPod
Touch which is
largely a gaming
device: lots of ads
for gaming
downloads that this
audience desires

.72%

.67%

.41%

.41%

.41%

.32%

Apple iOS

Web OS

Android

Symbian

Other

Blackberry

Chart 16

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Dynamic Logic Ad Index for Mobile Methodology

Both groups surveyed about attitudes toward brands; since the only statistical difference between the two groups is
exposure to the banner, differences between them can be attributed to the advertising

Source: Dynamic Logic

Chart 17

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Mobile Brand Metrics

The average mobile campaign has an impact on all five traditional brand metrics,
according to Dynamic Logic

Overall Mobile N=151 campaigns, n= 120,605 respondents Delta (Ä)=Exposed
-
Control

Source: Dynamic Logic’s Ad Index for Mobile Norms through Q1/2011

+4.0
+4.9
+6.0
+12.6
+20.5
Mobile Ad
Awareness
Message
Association
Aided Brand
Awareness
Purchase Intent
Brand
Favorability
Chart 18

Mobile Marketing Q3 Trend Report

What marketers need to know about mobile metrics: It’s a mad, mad world

Mobile Video Viewing Increasing

Viewing video on phones has increased by 43 minutes per month over the past year.

Monthly time spend in hours:minutes, per user 2+

Based on total users of each media; TV viewing patterns in the U.S. tend to be seasonal, with usage patterns different in win
ter

months than summer months

sometimes leading to declines/increases in quarter to quarter usage.

Source: Nielsen Cross Media Report

Q1 2011

Q4 2010


Q1 2010

% diff

yr. to yr.

Hours:Min diff
yr. to yr.

Watching TV at home

158:47

154:05

158:25

0.2%

0:22

Watching timeshifted TV (all TV homes)

10:46

10:27

9:36

12.2%

1:10

DVR playback (only in homes with DVRs)

26:14

25:52

25:48

1.7%

0:26

Using the internet on a computer

25:33

25:49

25:54

-
1.4%

-
0:21

Watching video on internet

4:33

4:24

3:23

34.5%

1:10

Mobile subscribers watching video on a
mobile phone

4:20

4:20

3:37

20.0%

0:43

Chart 19