Professional Documents
Culture Documents
Kevin Muoio
Agenda
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M:Metrics Syndicated Services
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A Riddle
Capabilities: Capabilities:
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Ubiquitous Computing
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So if this is about ubiquitous computing and our mobile handsets
are so super powerful…
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Universe of Active Handsets in the US
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Smartphone Owners Doubled Last Year . . .
* Mobile phone owners whose primary mobile phone runs Symbian, Windows,
Android, Palm, RIM or Apple operating systems
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Smartphones Move from Geek to Chic
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. . . and Smartphones Drive the Mobile Audience
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iPhone Has Raised the Bar for Consumers
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Consumption is Showing Signs of Evolving As
We Move From Mobile 1.0 to 2.0
■ Increase:
– Text Messaging (+26% YOY)
– Email ( +21% YOY)
– Sent Photos (+49.2% YOY)
– Sent Videos (+ 51.5% YOY)
– News & Info Via Download (+13.2% YOY)
– Watched TV (+ 19% YOY)
– Ringbacks ( +40.1% YOY)
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Applications growing quickly, but still lag Web
consumption by a large margin…
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Top 10 mobile web news brands
Male Female
1. CNN 1. CNN
2. ESPN 2. Yahoo!
3. Yahoo! 3. The Weather Channel
4. The Weather Channel 4. Google
5. FOX 5. FOX
6. Google 6. ABC News
7. CBS 7. AOL
8. MSNBC 8. MSNBC
9. ABC News 9. CBS
10. NFL.com 10. ESPN
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US Mobile Market Snapshot
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So What’s Going On in Mobile Advertising?
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Mobile Advertising: Where are we on the Hype Curve?
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Advertising Being Embraced in Mobile
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Overall Mobile Marketing
A Market Place Still Largely Defined By Its Inhibitors
Platform
Various camps seeing the handset ad
model very differently, specifically
Issues
As A Branding Tool: Perceived value in Deal Structures NOT standard
aggregating a quality audience for
advertisers, model/ value proposition similar Impact /effectiveness of campaigns
to magazines Consumer NOT measurable enough
As A Direct Response Tool: Perceived value as a Response Issues Time to market NOT quick enough
tool to drive contextual, often location based
activities NOT enough Standards
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SMS Ads – Consumer Interaction is Substantial
60,000,000
50,000,000
40,000,000
30,000,000
Number of Mobile
20,000,000 Subscribers who received at
least 1 SMS advertisement
10,000,000
0
Nov-07
Dec-07
Number of respondents
Jan-08
Feb-08
Mar-08
Apr-08 S2
May-08
Jun-08
Jul-08 S1
Aug-08
Sep-08
Oct-08
Nov-08
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Mobile Subscriber interaction with Short Codes
14,000,000
12,000,000
10,000,000
Number of mobile
8,000,000 subscribers w ho
6,000,000 responded to Poll or
Contest via Short Code
4,000,000
Number of respondents to
2,000,000 Advertisement via Short
Code
0
Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May- Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08
08
In November 2008, over 13MM responded to a poll or contest (6% of mobile market)
while over 6 million responded to an advertisement via short code (3%)
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Mobile Web Drawing Diverse Advertisers
IT Equipment 1.4%
Wireless Telecommunication
11.5%
Services
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Proctor and Gamble – December Display Ads
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CASE STUDY: Greystripe
Background and Objectives
■ Greystripe operates the world's first in-game mobile ad network and the
world's first ad-supported mobile game distribution platform. Greystripe
gives brands the ability to target the iPhone audience for the first time
through rich media ads.
■ The objective of this study is to measure the impact of the Axe Dirty
Night Determinator campaign running on the iPhone.
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Interacting with the Flash ad significantly
increases purchase intent
∆ Lift +15
% Lift: +25%
59%
52%
∆ Lift +13 48% 48%
% Lift: +21%
∆ Lift +2
The campaign was
% Lift: +3%
most successful at
increasing purchase
intent among males
Control Test
Q4. Which of these men’s shower brands, if any, would you consider purchasing? % selecting Axe
Base: Test N=2447. Control N=943. Exposed – No interaction N=2321. Exposed – Interacted N=126
Indicates significant difference at 95% confidence
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Questions?
Thank you!
Kevin Muoio
kmuoio@comscore.com
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