Download - eHome2014 - Sanoma - Victor Beerthuis
eHome Oktober 2014 Victor Beerthuis Head of mobile
v v
What is mobile? Blurring defini5ons
Es%mated Android user base. August 2013 (%)
Global
South Korea
v Small (<3.5”) Small tablet (7 -‐8.4”)
Medium (3.5 – 4.9”) Large tablet (8.5” +)
Phablets (5 – 6.9”)
The Mobile Shift
Source: emarketer/ Business Intelligence – August 2013 in US
45%
25%
17%
9% 7%
4%
44%
26%
16%
8% 8% 6%
43%
26%
15%
7% 7% 9%
42%
26%
14%
6% 5%
12%
38%
20%
12%
4% 5%
20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
TV Online Radio Print Other Mobile
2009
2010
2011
2012
2013
TV Online Radio Print Other Mobile
Media %me consump%on share US 2009 -‐ 2013
Mobile con5nues to grow explosively and starts cannibalizing desktop in consump5on
Persgroep – consump5on share per device (based on visits)
desktop
tablet (web & app)
smartphone (web & app)
Source: Persgroep
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013
Sanoma network – consump5on share per device (based on visits) Source: Sanoma
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2010 2011 2012 2013
Source: Telegraaf TMG
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2012 2013
Telegraaf TMG – consump5on share per device (based on visits)
What’s happening at the publishers?
Consump5on is spread over devices
• Some insights • CONSUMER MEDIA USAGE • WHAT IS MOBILE? • LOOK GLOBAL
• Effects • IMPACT OF DISPLAY • MOBILE IN THE MIX • DOES MOBILE HELP SELLING?
• The differences • MOOD • DISPLAY • DATA
Chapters
DISCOVER
EXPLORE
BUY USE
ASK
ENGAGE
Info & Computing On Demand
PAID, OWNED, EARNED
Sources: Row 1: eMarketer -‐ U.S. Mobile Commerce Forecast: Capitalizing on Consumers Urgent Needs Row 2: Deloiie analysis Row 3: Forrester -‐ U.S. Online Retail Forecast, 2011 -‐ 2016
Define your KPI’s Mobile-‐Influenced store sales vs mCommerce and eCommerce sales
0 100 200 300 400 500 600 700 800 900
Mobile influence on store sales
mCommerce
eCommerce sales
OWNED MEDIA
The problem (and opportunity) is big...
Mobile-friendly sites turn users into customers
Source: Google
Not having a mobile-friendly site helps your competitors
Source: Google
Non-mobile friendly sites can hurt a company's reputation
Americans Who Have Reverse Showroomed Or Showroomed
Source: Harris Poll, 2013
BI INTELLIGENCE 69%
46%
Reverse Showroomers Showroomers
80%
70%
60%
50%
40%
30%
20%
10%
0%
Perc
enta
ge o
f Res
pond
ents
Mobile: The Challenge
Mobile: Start from scratch
TL;DR
Be accessible Be fast Be thumb friendly Be local Be ac%on compelling
How to op5mize the performance of your page and adver5sing banner
PAID MEDIA
DISCOVER
EXPLORE
BUY USE
ASK
ENGAGE
“2013 will be the year that marketers finally realize the power of real-time marketing in the always-on-right-now world of mobile communications. Their well-planned future marketing campaigns don't cut it in the instant world.” David Scott Meerman - strategist
heyo.com/som
Source: Forrester
Insights Campaign Effect + =
Which users / visitors have been in contact
with the Mobile campaign?
Insights in campaign and brand metrics of the advertiser among the users/visitors, s.a.:
Campaign awareness, Campaign appreciation, Brand & Product Awareness, Consideration, Behaviour
Is there a correlation between exposure and
brand campaign variables?
Mobile Footprint MeMoSurvey™ Effect Analysis
MobileTracker™ Single Source Methodology
Source: MeMo2
High impact Mobile advertisements Mobile halfpage ad effective on recognition
28%
72%
No recognition Recognition
30%
70%
No recognition Recognition Source: MeMo2
High impact Mobile advertisements Mobile halfpage ad effective on recognition
27%
73%
No recognition Recognition
27%
73%
No recognition Recognition
Source: MeMo2
TOUCHSCREEN CHANGED DISPLAY
ADVERTISING
Impressions 1
SO MEASUREMENT CHANGED AS WELL
Engagement 2
Swipes 3
Dwell time 4
Events 5 Expands 6
7 Closes
8 Interaction window
9 Video
10 Device
11 Location
12 Custom
DATA
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23
desktop
mobile
tablet
Weekdays Relatief gebruik devices
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23
desktop
mobile
tablet
Weekdays Relatief gebruik devices
EARNED MEDIA
CAN MOBILE ADVERTISING HELP SELLING?
3 min
11% 14%
Store traffic: recent bezoek Subway
A quote from Forrester’s James McQuivey: For the most part, we are still doing old things in new ways.
“When companies adopt technology, they do old things in new ways; when companies internalize technology, they find new things to do.”