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The Mobile Shift - Victor Beerthuis - Digital Marketing Live 2014

The document discusses the shift from desktop to mobile consumption of media and online activities. It provides statistics showing rapid growth in smartphone penetration and time spent on mobile devices globally and in various markets like the Netherlands. Marketers are advised to use responsive design and optimize websites and ads for mobile to improve performance on smartphones and tablets. Formats like display ads are shown to increase brand awareness, consideration and store visits when optimized for touchscreens.

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The  Mobile  Shi+:   Van  mobiel  informeren  naar  mobiel  adverteren     Victor  Beerthuis  -­‐  Sanoma     Digital  Marke>ng  Live  21-­‐05-­‐2014  
WHAT’S  HAPPENING     IN  THE  MARKET?  
0   25   50   75   100   2012   2017   European  smartphone  penetra.on  (forecast)   Figures  users  NL  market  vs  other  markets   Source:  eMarketer  
SHIFT  IN  CONSUMPTION  -­‐  GLOBAL  
Bron:  Google   The  shi+  in  mobile  -­‐  Media  >me  spend  media  global  
Mobile  con>nues  to  grow  explosively  and  starts  cannibalizing   desktop  in  consump>on     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   TV   Online   Radio   Print   Other   Mobile   2009   2010   2011   2012   2013  
Source:  Telegraaf  TMG   Q1   Q2   Q3   Q4   Q1   Q2   Q3   Q4   2012   2013   What's  happening  at  the  publishers?     desktop   tablet   (web  &  app)   smartphone   (web  &  app)  
What's  happening  at  the  publishers?     desktop   tablet   (web  &  app)   smartphone   (web  &  app)   Source:  Persgroep   Q2   Q3   Q4   Q1   Q2   Q3   Q4   Q1   Q2   Q3   Q4   2011   2012   2013  
Source:  Sanoma   Q4   Q1   Q2   Q3   Q4   Q1   Q2   Q3   Q4   Q1   Q2   Q3   Q4   2011   2012   2013   What's  happening  at  the  publishers?     desktop   tablet   (web  &  app)   smartphone   (web  &  app)   Source:  Sanoma  
Consump>on  is  spread  over  devices  
WHAT’S  COMING     IN  5  YEARS?  
v  v   What  is  mobile?   Blurring  defini.ons   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”)  
What’s  coming  in  5  years?   Wearables  are  beginning  to  take  off…  
WHAT  IS  HAPPENING     IN  OTHER  MARKETS?  
The  NL  Market  2013   Penetra>on  Tablet    50%   Penetra>on  Smartphones  72%       Overal  Adver>sing  spending:  3,18  billion   Overal  Online  spend:  1,26  billion   Overal  Display  spend:  520  million   Mobile  Display  Adver>sing  spend:  46,8  million   Source:  IAB  report  on  Online  Ad  Spend   Source:  Telecompaper  
Let’s  compare  markets  over   72%       75%       55%       62%   9,6       36       90       5,9   Number  of  smartphones   48,6       1000       7200       150   Ad  spend  mobile   1  :  5       1  :  27       1  :  80       1  :  25   Ra>o  Smartphone  penetra>on   NL       UK       US       SE  
What’s  the  differents  in  the  markets:  Scandics   Retail   Grocery  Store   Real  Estate  
DEVELOPING  THE     NL  MARKET  BY  IAB  
HOW  ARE  THOSE  FORMATS   PERFORMING?  
Ikea Subway ANWB Lenovo NUON Sony
72% 28% 70% 30% Recognition No Recognition Recognition No Recognition Source:  MeMo²     High  impact  
61% 66% 83% 0% 20% 40% 60% 80% 100% 1 contact 2 contacten 3 of meer contacten Mobile Ad Recognition* ..is irritant* ..is opvallend ..heeft een duidelijke boodschap ..vertelt mij iets nieuws * Significant verschil 3 of meer contactgroepen, p<.05 .! Source:  MeMo²     Mobile  Ad  Recogni>on  &  Apprecia>on  IKEA*  
11% 14% Store traffic: recent bezoek Subway
Source:  MeMo²     10% 0% 26% 0% Product Consideration! Ad Awareness! Exposed Non Exposed Product Consideration
34% 49% Awareness Catalogus app Exposed Non Exposed Source:  MeMo²    
Source:  MeMo²     50% 17% 64% 27% Awareness Xperia Z1 Overweging Xperia Z1 Non Exposed Exposed & Artikelen gelezen
Sony Xperia Z1 0% 20% 40% 60% 80% …is opvallend …is leuk om naar te kijken ...spreekt mij persoonijk aan …onderscheidt zich van andere mobiele advertenties ...vertelt mij iets nieuws ...heeft een duidelijke boodschap …is geloofwaardig Mobile MeMoBenchmark * Percentage dat het (helemaal) eens is met de uitspraak .!Basis Exposed aan de campagne: NU.nl mobiele bezoeker! ANWB IKEA Lenovo Yoga Nuon Bespaarcampagne NU.nl Bezoekers (Mobiel) Source:  MeMo²     De  mobiele  adverten>e   Subway
HOW  TO  USE  IAB  FORMATS  
TL;DR  
Be  accessible   How  to  op>mize  the  performance  of  your  page     and  adver>sing  banner   Be  fast   Be  thumb  friendly   Be  local   Be  ac>on  compelling  
DISPLAY  ADVERTISING  
TOUCHSCREEN     CHANGED  DISPLAY     ADVERTISING     Impressions  1     Engagement  2   Swipes  3   Dwell  >me  4   Events  5   Expands  6   7  Closes   8  Interac>on  window   9  Video   10  Device   11  Loca>on   12  Custom  
Real  Estate   4,11%   171,  859  Impressions           Engagement           Event           Click  on  Object           Click  on  Phone         Click  on  Valua>on     Swipe     1,53%   1,50%   0,01%   0,02%   3,92%  
Define  your  KPI’s   Mobile-­‐Influenced  store  sales  vs  mCommerce  and  eCommerce  sales   Sources:    Row  1:  eMarketer  -­‐  U.S.  Mobile  Commerce  Forecast:  Capitalizing  on  Consumers  Urgent  Needs    Row  2:  Deloise  analysis    Row  3:  Forrester  -­‐  U.S.  Online  Retail  Forecast,  2011  -­‐  2016  
MOBILE  DRIVES  VALUE     TO  ALL  ASSETS  
Number  of  recipents:   Method:   Fieldwork:   Data  Collec>on:   Mediapartners:   Media  Agencies:   Adver>sers:   Let’s  learn  form  other  markets   Source:  Adssets    
Number  of  recipents:   Method:   Fieldwork:   Data  Collec>on:   Mediapartners:   Media  Agencies:   Adver>sers:   The  use  of  a  second  screen  while  watching  TV   Source:  Adssets    
People  who  only  use  other  screen  while  watching  TV   Source:  Adssets    
Age   Gender   Male   People  who  watches  TV   Female   Source:  Adssets    
Prolonged:  Checking  out  product  and  services  from  a  TV  ad   Related:  Checking  out  the  TV  shows  /  The  TV  show  currently  broadcas>ng   Compe>ng:  Everything  else  (sites,  social  media,  search,  email,  games):     Three  types  of  behavioral  with  the  second  screen  effect   From  an  adver>sing  perspec>ve   Source:  Adssets    
Prolonged   Related   Compe>ng   Prolonged   Related   Compe>ng   Mobile  Tablet   Popula>on   Second  screen  behavior   Source:  Adssets    
45%  recognized  the  campaign   Mobile       Tablet     TV   €1  million   €100  000   €40  000   Source:  Adssets    
49%  recognized  the  campaign   Mobile       Tablet     TV   €1  million   €100  000   €30  000   Source:  Adssets    
41%  recognized  the  campaign   Mobile       Tablet     TV   €250  000   €100  000   €40  000   Source:  Adssets    
Cost  per  unique  user   Source:  Adssets    
Just  mobile  and  tablet   Both  mobile,  tablet  and  TV   Just  TV   Campaign  observa>on   Contains  interes>ng   informa>on,  increase  interest   Increase  the  image,   the  desire  to  own   Visit  site,  point  of  purchase,  search   for  info,  click  on  link,  purchase   Source:  Adssets    
TV  or  mobile/tablet   TV  and  mobile/tablet   Source:  Adssets    
Lower  cost   In  two  out  of  three  cases  the  mobile  channels  has     a  significantly  lower  cost  in  terms  of  observa>on.   Source:  Adssets    
Ac.on   The  mobile  channels  are  very  clearly     connected  to  purchase  and  ac>on.   Source:  Adssets    
SIMPLIFY  TO  AMPLIFY  
Missing  standardisa>on  
Smartphone:     •  Single  banner   •  Double  size  banner   •  Half  page  banner   Tablet:     •  Medium  rectangle   •  Floor  ad   •  Leaderboard   4  standard  formats   •  Full  page  banner   •  Full  page  banner  
The Mobile Shift - Victor Beerthuis - Digital Marketing Live 2014
The Mobile Shift - Victor Beerthuis - Digital Marketing Live 2014