smox - smart mobile cross effectiveness research insight report

Mobile: What We Know for Fact TodayEmpirical Data from Coca Cola, AT&T, MasterCard and Walmart

September, 2015

Greg Stuart, CEO MMA

Sao Paulo, Brazil

Brazil has had 3 of the best Football teams of all time

’58, ’70 & ’02

And probably the best country team of all time!

What we know as fact is…

Mobile advertising is highly effective.

We now have proof.

And Brands are missing that opportunity.

What we know now as fact is…

But what do you expect from a channel that

has this kind of influence?

SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies

That’s why we built….

Fundamentally, SMoX is about knowing the

value of mobile to your Business?

Can mobile help me meet my marketing goals?

What is the optimal mobile allocation for my campaign?

How can I make my mobile investment work harder?

$2 million,20 companies,

3 Trade Groups, 7 major marketers

Global Viewpoints:6 studies so far

10 more coming

• Real in-market testing• Measures whole mix• Measure mobile

even if it’s 0.1%!

SMOX is revolutionary global research initiative

14 5

Leveraging Mobile ad tech to target DID

Individual Level data for cross media exposure

Experimental Design for media allocation

Track multiple KPIs, perceptual or behavioral

Regression analysis to identify drivers

Budget Optimization Software to operationalize insights

2

36

Integrated Partners target DID of panelists

500K

Mobilepanel of

InsightExpress

checks for cross

over in panel and

sends list of

panelists back to

Networks

Ads, tagged by

InsightExpress,

are targeted to

panelist devices

Assess multiple

scenarios of cross

media exposure

and frequency

Brand KPIs

/attitudinal with

Surveys

Foot traffic

with actual

location data

Actual sales with

panel match

How it works: Thanks to Marketing Evolution &

Millward/Brown’s Insight Express

What is the value of mobile to your Business?




The campaigns we researched in North

America cover the entire purchase funnel

How many people can you convert with mobile?

?

Campaign Average Mobile

Mobile Delivered almost twice the Awareness

/Dollar vs.. other mediaTotal People converted with mobile vs.

campaign on averageDevice Awareness

AT&T Campaign * on average

Mobile

1 1.9

x 1.9

* Media in mix included TV, Internet, Print

Mobile Delivered almost twice the

Image /Dollar vs.. other media

“Good Card To Carry When Traveling”

MasterCard Campaign * on average

1 1.7

x 1.7

Total People converted with mobile vs. campaign on average

Mobile

* Media in mix included TV, Internet, Print, Social

Mobile Delivered almost twice the

Purchase Intent /Dollar vs...other media

WalmartCampaign on average

x 1.91.91

“Intent to Shop Back to School Grocery”


Mobile

* Media in mix included TV, Internet

4. Coca Cola launched a campaign to

support it’s growth strategy for Gold Peak TV PRINT

DIGITAL/MEDIA

OOH

Mobile worked harder than its share

and drove results across the BoardSales

of sales6%


Gold Peak Campaignon average

Mobile

Top of MindAwareness

HomeBrewed Taste

Gold Peak Campaignon average

Mobile

4.81 1.81

of budget5%

But does Mobile work in China too?

?


TV OOH

DIGITAL VIDEO/DISPLAY MOBILE VIDEO/DISPLAY

MEASUREMENTPARAMETERS

16-50

TARGET:

Age

DATACOLLECTION

2015

1/27 2/28

*OOH includes Cinema. Mobile includes

Video and Display – no Social

Coke ran during Chinese New Year

118

21

61

199

TV Overall OOH (inclCinema)

Digital Video Mobile

Ad

ve

rtis

ing

RO

I

ind

exed

to

To

tal

Ca

mp

aig

n R

OI

Overall index = 100

Mobile offered nearly double the ROI over

TV & was

vs. the campaign

Sales

of sales8%

of budget4%

Estimated ROI Index by Medium

January-February

But does Mobile work in Brazil too?

?


To answer the question…can mobile

help me meet my marketing goals?

YES.Mobile drives results across

the entire purchase funnel

Mostly at nearly 2-to-1 vs. average

But what is the REAL business value of

mobile?

What is value of mobile to Brand’s Business?




Same budget but better results – allocate to

mobile at it’s optimized level

Proprietary & Confidential

8%9%

10%

16%

0%

5%

10%

15%

20% Optimized Level of Mobile Spend in the Overall Campaign Budget

10-15%

So what is the optimal allocation

for mobile in the mix?

DOUBLE DIGITAim for a minimum

Mobile allocation in your total marketing mix (10-15%)

Key Questions




SMoX also highlights mobile best practices

Format Location Time of Day Creative

Mobile Video

TV

40

100 100

450Better ROI!

Effectiveness at

low frequencyPrice

Save video creative would produce

stronger results vs.. TV with lower cost

How can I make my mobile investment

work harder?

Optimization area

1. Optimize by Format

2. Leverage Location targeting

3. Leverage Context targeting

4. Build on Creative

Total

ROI Upside

20%-40%

20%+

20%+

40%-60%

+100% to +160%

Apply learnings: Increase in impact would then

push the optimized level of mobile spend up

Proprietary & Confidential

8%9%

10%

16%

12% 12%

15%

20%

0%

5%

10%

15%

20% Mobile Optimized Optimized with Best Practices

Mobile optimized in mix moves to

15% to 20%

10-15%

15-20%

And with BEST PRACTICES for Mobile,

it can be really powerful driver

7%

15%

4%

12%

+17%

+29%

+7%

+18%

0%

5%

10%

15%

20%

25%

30%

MasterCard Walmart Coke-Gold Peak AT&T

Mobile Optimized

Optimized with Best Practices

Campaign performance

increases

+50% to +90%

2.6M0.9M 1.6M ~3.7M

3.9M

2.2M

3.1M

~6.5M

Mobile at 15%Assumes no constraints in the optimization process

64%14%

6%

15%

Optimizing media in China to increase

sales is goal 15% into mobile channels

OOH

TV

DIGITAL

MOBILE

Increase in Profit

16%

Mobile at 15%No constraints in the

optimization process

Reallocation to mobile could generate

double digit increase in PROFIT generated

from campaign

Key Questions




Mobile drives results across the ENTIRE purchase funnel

Aim for a double digit mobile allocation in your total marketing mix (15-20% plus)

Optimizing your mobile investment can increase its impact by up to 160%, maybe more

Opportunity knocks

Jack Welch Once Said…

There are only two sources of competitive advantage:

the ability to learn more about our customers faster than the competition and;

the ability to turn that learning into action faster than the competition.

What can SMoX mean to Brazil?

Proprietary & Confidential56

1. Three elements drive mobile performance1. Ad effectiveness, Cost, & Smartphone penetration

• U.S. & China around 50%; Brazil at 35% but growing fast

2. Opportunities for Brazil Marketers:a. Have MMA come share the results

b. Do your own study(s) or support them

c. Reallocate now - Success is in 1st mover advantage• Projected to increase Market Capitalization +5%

[email protected]

Thank You