msnbc- mobile marketing harnessing the power of the small screen
DESCRIPTION
July 2011 Luncheon EventTRANSCRIPT
Nearly three-quarters of American consumers are multitasking while watching TV, according to a new study from Deloitte. While watching TV: • 42% of US viewers are online • 29% are talking on cellphones or mobile devices • 26% are sending instant messages or text messages.
All US figures based on total US pop of 315.5MM Source: eMarketer
91.4MM 29.2%
Mobile Internet
73.3MM 23.4% Smartphones
49.4MM 15.6% Mobile Social Usage
Tablet Sales 24.0MM 7.6%
236.6MM 75% Total Mobile Phone Users
• According to ComScore, in May of 2010, 90%+ of the US population over 13 owned a mobile device.
• eMarketer reports there are over 100MM mobile internet users in the US. • Nielsen reports approximately half of the cell phones in the US are currently
smart phones as compared to only 27% 1 year ago- smart phone adoption is increasing.
• Unlike a TV, computer, or newspaper, mobile devices are almost always on you and can be accessed practically everywhere- their reach is unmatched by any other advertising medium.
Morgan Stanley Internet Report
• In 1984, there were about 1,000 devices worldwide able to access the internet. Last year, there were 1 billion.
• It took radio 38 years to reach 50 million users. It took Facebook two years.
• iPhone was released in 2007 – it was the first multi-touch smartphone
• Since the launch of both Apple’s iOS and Google’s Android, the smartphone market has exploded in populatrity and in May 2010, accounted for more than 17.3% of all mobile phones sold
• Android has over 37% market share (beating iOS) by CY10, H2
• It took Twitter 3 years to reach 1 billion tweets. Now there are over 1 billion tweets per week.
• Facebook has 250 million regular visitors. . . On mobile devices. There are more than half a billion active users overall.
• Mobile advertising is a lot like desktop advertising but it’s simpler. And more complicated.
• Less ad capability and fewer formats • More fragmented and less transparency
• 2 mobile display advertising opportunities:
• Mobile web: • mobile equivalent of desktop web space but generally
simplified (WAP site) • Mobile in-app:
• stand-alone software used for dedicated and specific purpose
17% FEATURE PHONES
16% CONNECTED
DEVICES 67%
SMARTPHONES 53%
ANDROID
17% RIM
27% iOS
1% WINDOWS
2% SYMBIAN
Smartphone, Feature Phone & Connected Device Impression Share
Smartphone OS Mix Ranked by Impressions
Source: Millennial Media, 5/11
Nightly On-Air Promotion
Social Media
Mobile
Nightly.msnbc.com
Nightly iPad App
Msnbc.com Homepage
Broadcast
Digital
Mobile
• Extend reach • reach your audience when they’re not in front of traditional media or while
they’re multi-tasking with traditional media
• Apply the multi-screen multiplier • walk your consumers all the way through the marketing funnel by reaching
your audience on multiple types of media to increase your campaign’s effectiveness (extends PC reach by 13% according to Nielsen)
• Reach consumers at the bottom of the funnel
• purchase intent and brand awareness with consumers on mobile devices is higher than on desktop. Mobile users are more action oriented and mobile advertising is very effective at the point of purchase.
• Mobile display should account for 10-15% of an overall campaign budget
0%
5%
10%
15%
20%
25%
Aided BrandAwareness
AdvertisingAwareness
MessageAssociation
BrandFavorability
PurchaseIntent
MobileOnline
Perc
ent I
mpa
cted
Del
ta
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q4/2009, N=2, 461 campaigns, n=3, 713,053 respondents; Adinex for Mobile Norms through Q4/2009, N=74 Campaigns, n=69, 524 respondents Delta=Exposed-Control
Publishers Service Providers
Advertisers & Agencies
MSN
msnbc
ESPN
Angry Birds
Etc.
Anyone who has content that is monetized by advertising
Service Providers
Rich Media Providers
Advertiser and
Publisher Solutions
Ad Serving Platforms
Networks
Rich Media Providers
Phluent
Celtra
Medialets
Offer creative execution and development
Advertiser and
Publisher Solutions
Atlas
DART
Offers services like 3rd party ad serving
Ad Serving Platforms
Mocean
Smaato
Ad Expert
AdMarvel
Serves advertiser’s ads on publisher’s page
Networks
AdMob
Mojiva
Millennial
• Provides publishers with ways to monetize remant
• Provides advertisers with inexpensive remant inventory
Frequently networks own or have their own ad serving platforms
Advertisers & Agencies
Local or National Companies
• Sponsors are interested in apps that will be frequently used or have a large number of active unique users.
• Frequent use can be driven through a connection to a
specific event, such as The Today Show, or Nightly News, and content that is updated regularly over long periods of time.
• Sponsors also look for a unique experience that is not
available on either a regular or mobile web site, such as video playlists since the devices allow an opportunity for engaged interactivity with brands.
• Sponsors look for an app that reaches their target demo
• Mobile app display impressions are typically sold as a bundle with mobile web assuming a content match.
• Other times, advertisers may be interested in purely in-app opportunities or may even pay for their own branded app
• Sponsors look for apps that will have marketing buzz that builds to the launch event, particularly if they can be incorporated in the buzz and launch.
WebMobile Apps
64 MINUTES
43 MINUTES
70 MINUTES 66
MINUTES
74 MINUTES
81 MINUTES
Source: comscore, Alexa, Flurry Analytics
June, 2010 December, 2010 June 2011
• App Loading Takeover • appears in-app while app is initially loading
• Note: The power of rich media on mobile phones is particularly impactful. Mobile ads and screens are very small and because rich media offers a highly engaging and interactive experience, thus magnifying ad effectiveness on a mobile device.
• Homescreen Placement • Appears on the homescreen of each section and
subsection
• Banner • Size of banner depends on device served on. Only one
ad size per device in standard placement. Ads typically scale to width of device’s screen.
• Brand Blast • “interstitial” pop-over ad (300x250) clicks to custom
branded full-screen landing page - unique to Zumobi apps
• Mobile Video Preroll • Handheld device browse and apps: 10-15 second pre-roll.
Video pre-roll ads are non-clickable and have no companion or leave-behind banner
• iPad browse: 15-30 second pre-roll. Video pre-roll is clickable, features companion banner
• iPad in-app: 15-30 second pre-roll. Video pre-roll is NOT clickable, features clickable-companion banner with leave-behind on the feature screen
• Targeting by device and carrier are standard across most platforms.
• GEO targeting (geographical location) is also fairly standard across most platforms.
• Demo targeting (demographic) is not
standard.
• Fragmented landscape • many players involved
• Lack of scale • different products and ad serving platforms each
have unique workflow • Lack of research
• apps are insular, privacy a concern with phone info, cookies and URLs drop
• Technical • typical ad call flow is far more complicated than
desktop ad call
15%
57%
28%
10%
36% 54%
iPhone/iPod Touch iPad Android
Despite Android’s Rise, It’s Losing Developer Support
Source: Flurry Analytics, January – June 2011
Download it. Open the app, point your phone at a tag, and - presto!- you get a piece of content or an experience that helps build the Open Happiness brand and creates
more consumer engagement.
Tags can be printed, stuck, or displayed anywhere.
0
10
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40
50
60
70
80
90
2010 2011 2012
15.7
43.6 (178%)
81.3 (87%)
Source: eMarketer, Dec 2010
• eMarketer expects worldwide tablet sales to reach 81.3 million units in 2012, up from 15.7 million in 2010.
• Apple’s iPad, which essentially revitalized the category, will remain the market-share leader through the forecast period, with an expected 69% of the global market in 2012, down from 85% in 2010.
• Consumers in the US will be big drivers of tablet sales, making up 62% of all tablets sold in 2010.
• Almost 300 million or 1 in 5 smartphones worldwide will be NFC (Near Field Communications) -enabled by 2014 (Juniper Research, April 2011)
• 10% of Japanese mobile subscribers have already used their mobile wallet to make a purchase (9.8MM) – Retail/Convenience store, vending machine, public transportation grocery
stores, and restaurants
A system that allows syncing between your TV and a secondary
device, like your iPad
• Your watching Maddow, the topic is the stimulus packages
• Your iPad, listening to the audio from your TV, hears the stimulus package audio and triggers…
• The Maddow App, which brings up a stimulus package info-graphic, magic!
• You’ve DVR’ed the first hour of the TODAY show so you can check out Maroon 5’s appearance on the Today Concert Series
• Your iPhone, listening to the audio from your TV, hears Matt Lauer talking to the lead singer…
• The TODAY App, knowing the concert series is sponsored by Toyota, launches a Toyota rich media mobile ad touting the new CR-V
Women in Wireless • www.Womeninwireless.org
CTIA
• www.CTIA.org
eMarketer
• www.emarketer.com
Mobile Marketer
• www.mobilemarketer.com
Zero Moment of Truth
• http://google-cpg.blogspot.com/2010/03/zero-moment-of-truth.html
Thank You If you have any questions, please feel free to
contact me
Mary Stenmark Senior Director
Msnbc Digital Network [email protected]
678-629-5263
Source: eMarketer, July 2010
• Smartphone vs. feature phone, app versus WAP • Smartphones generally offer a richer, more interactive browsing
experience yielding better advertising results as measured by CTR and conversion
• In-app generally offers a more interactive, more effective advertising experience
• Mobile campaigns have multiple channels and drive numerous goals: • Display: branding, audience, DR / transaction (performance) • Search • Local • Commerce – at retail stores • SMS – text messaging
• Are tablets (iPad) mobile devices?
• Generally yes but mimic the desktop browsing experience
• Make sure you have a call to action • Make sure your site is easy to navigate • Make sure all your links work • Know who your audience is and make sure
you reach them • Ask users to opt in for more information, but
do not abuse this opportunity!
• Google: 55.3 million • Facebook: 42 million • Gmail: 40.5 million • Yahoo Mail: 39.9 million • Weather Channel: 26.9 million
9 out of 10 searches result in an action
• Who buys the most mobile? • Autos • CPG – Consumer Product Goods • Technology and telecommunications • Financial Services • Entertainment • Travel • Retail
• Metrics • CTRs: .4-.6% on msnbc mobile browse • .8 - 1.5% industry standards
• (5-20X higher than desktop online)
• Features / capabilities: • frequency capping (standard) • day parting (standard) • 3rd party ad tracking (standard) • 3rd party ad serving (not standard)