Mobile 101 Class 2: The Past, Present, and Future of Mobile
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The document discusses the evolution, current state, and future of mobile marketing, highlighting key changes in mobile app usage and advertising expenditures. It presents case studies showcasing how mobile campaigns have adapted and targeted audiences effectively. The future of mobile is expected to see significant growth in ad spending and advancements in targeting technology.
Mobile 101 Class 2: The Past, Present, and Future of Mobile
- 1. MOBILE MARKETING PAST, PRESENT & FUTURE
- 2. AGENDA 1. MOBILE EVOLUTION 2. CURRENT STATE OF MOBILE 3. EVOLUTION OF THE MOBILE CAMPAIGN 4. THE FUTURE OF MOBILE
- 8. CURRENT STATE OF MOBILE
- 9. 9 HOW MANY APPS ON THE AVERAGE TMK PHONE?
- 10. 10 CURRENT STATE OF MOBILE Developers in iPhone 1st Gen Pandora’s Box is Opened! MOBILE Carriers Out BIG BANG Mobile Web as we know it Apps are Perfected
- 11. CURRENT STATE OF MOBILE FOR MARKETERS, THE SKY IS THE LIMIT
- 12. 12 BIG BANG CASE STUDY: CURRENT STATE OF MOBILE ALLRECIPES.COM Before 2010 1% of traffic reported from mobile devices Between 2010 & 2012 mobile traffic accounted for 66% of traffic
- 13. 13 BIG BANG CASE STUDY: CURRENT STATE OF MOBILE ALLRECIPES.COM m.allrecipes developed for 18 countries Unique opportunity for marketers 4 Different mobile apps were created
- 14. 14 WHAT IS THE BIGGEST MYTH ON MOBILE? A. YOU ABSOLUTELY NEED A MOBILE APP & MOBILE WAP TO BE IN MOBILE B. MOBILE ENGAGEMENT IS EASILY TRACKABLE C. BACK-END CONVERSATION RATES ARE INACCURATE D. AD TARGETING ON MOBILE IS JUST AS SOPHISTICATED AS DESKTOP
- 15. 15 D AD TARGETING ON MOBILE IS JUST AS SOPHISTICATED AS DESKTOP
- 16. 16 CURRENT STATE OF MOBILE TARGETING AS WE KNOW IT
- 17. 17 LOCATION TARGETING CASE STUDY: CURRENT STATE OF MOBILE QUIZNOS SUB Objective: Increase coupon redemption rate Target: Quick service customers with appetite for subs
- 18. 18 SOCIAL TARGETING CASE STUDY: CURRENT STATE OF MOBILE VANGUARD Objective: Deliver messaging for Vanguard across mobile twitter apps Target: Twitter users following finance influentials and conversations about the markets
- 19. EVOLUTION OF THE MOBILE CAMPAIGN
- 20. 20 WHAT IS THE % OF DOLLARS SPENT ON A MOBILE CAMPAIGN? WHAT IS THE TIME SPENT?
- 21. 21 1-2% 10%
- 22. 22 EVOLUTION OF THE MOBILE CAMPAIGN AVERAGE TIME SPENT PER DAY vs. US AD SPENDING SHARE TIME SPENT SHARE TV INTERNET 10% TIME SPENT IN MOBILE vs. RADIO 1% AD SPEND IN MOBILE MOBILE NEWSPAPERS AD SPENDING SHARE MAGAZINES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SOURCE: eMARKETER, DEC 2011 & JAN 2012
- 23. 23 EVOLUTION OF THE MOBILE CAMPAIGN US MOBILE AD SPENDING SHARE, BY FORMAT, 2009-2014 % OF TOTAL 2009 55% 22% 20% 3% 2010 MESSAGING 44% 27% 25% 4% 2011 DISPLAY 38% 30% 27& 5% SEARCH 2012 VIDEO 32% 33% 30% 6% 2013 26% 34% 33% 7% 2014 24% 35% 34% 8% NOTE: NUMBERS MAY NOT ADD UP TO 100% DUE TO ROUNDING
- 24. 24 CASE STUDY: EVOLUTION OF THE MOBILE CAMPAIGN BNY MELLON INTERSTITIAL WITH VIDEO
- 25. 25 CASE STUDY: EVOLUTION OF THE MOBILE CAMPAIGN PROGRESSIVE SHAZAM
- 26. 26 CASE STUDY: EVOLUTION OF THE MOBILE CAMPAIGN VANGUARD INTERACTIVE RICH MEDIA
- 27. 27 CASE STUDY: EVOLUTION OF THE MOBILE CAMPAIGN MACY’S IN STORE QR CODES
- 28. 28 CASE STUDY: EVOLUTION OF THE MOBILE CAMPAIGN AIX TAP TO MOBILE STORE
- 29. FUTURE OF MOBILE
- 30. 30 FUTURE OF MOBILE MOBILE AD SPEND FORCASTED TO GROW RAPIDLY $20.89 180.0% $15.82 $11.14 MOBILE AD SPENDING 85.5% 77.0% 85.0% $7.19 % CHANGE 55.0% $4.06 42.0% 32.0% $1.45 $0.77 2010 2011 2012 2013 2014 2015 2016 NOTE: INCLUDES DISPLAY (BANNERS, AND OTHER RICH MEDIA AND VIDEO), SEARCH AND MESSAGING-BASED ADVERTISING; AD SPENDING ON TABLETS IS INCLUDED SOURCE: eMARKETER, DEC 2012
- 31. 31 FUTURE OF MOBILE TARGETING Putting the cookie into mobile mCommerce Data Location targeting becomes stronger
- 32. 32 FUTURE OF MOBILE TECHNOLOGY HARDWARE SOFTWARE flexible display phone/tablet as a hub
- 33. 32 FUTURE OF MOBILE TECHNOLOGY HARDWARE SOFTWARE flexible display phone/tablet as a hub
- 35. THANK YOU Derek Lu - dlu@mediakitchen.tv Matt Borchard - mborchard@mediakitchen.tv