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.”