MSNBC- Mobile Marketing Harnessing the Power of the Small Screen

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

20

30

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 Mary.stenmark@msnbc.com

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)