XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

Mobile in the MixJeremy Wacksman – VP Marketing & Mobile@jwacksman

Nearly 64 Million Monthly Unique Users

Jan-

07

May-0

7

Sep-

07

Jan-

08

May-0

8

Sep-

08

Jan-

09

May-0

9

Sep-

09

Jan-

10

May-1

0

Sep-

10

Jan-

11

May-1

1

Sep-

11

Jan-

12

May-1

2

Sep-

12

Jan-

13

May-1

30

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

Total Zillow Inc Visitors

25 appsacross every major platform

3xHigher

contact rate than desktop

60%

of ALL Traffic

321M

Homes viewed on mobile

in Aug 2013

Sun Mon Tue Wed Thu Fri Sat-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

Daily UsagePC Phone Tablet

12:0...

1:00 A

M

2:00 A

M

3:00 A

M

4:00 A

M

5:00 A

M

6:00 A

M

7:00 A

M

8:00 A

M

9:00 A

M

10:0...

11:0...

12:00 P

M

1:00 P

M

2:00 P

M

3:00 P

M

4:00 P

M

5:00 P

M

6:00 P

M

7:00 P

M

8:00 P

M

9:00 P

M

10:00 P

M

11:00 P

M

Hourly UsageTablet Phone

150x

# of times people check their phone every day

44% of people admit they have slept

with their phones

Source: AdTruth

Name of presentation | 11

New World Order…

Product as Marketing

iOS 7 Launch

iPad Launch

Internal, Integrated BI

Identifier: Browser Cookie? UDID? MAC Address?Apple ID for Ads?Digital Fingerprint?

Mobile can be measured

Demand data beyond the download

Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13

Mobile Acquisition

Attributable Not-Attributable

Mobile can be measured

0 1 2 3 4 5 6 7 8 9 10 11 12

Conversions by iOS Cohort

Aug-12Sep-12Oct-12Nov-12Dec-12Jan-13Feb-13Mar-13Apr-13May-13Jun-13Jul-13Aug-13

Months of Fill

Co

st

pe

r C

on

ve

rsio

n

Network A

Network C

Network D

Network B

Dozens of Ad Networks

XMultipleDevices

XMultipleFormats

MultipleMessages

X

Mobile must be optimized

Mobile must be optimized

Morning Daytime Early_Fringe Prime Latenight Overnight TotalMonday 1.45 1.65 1.91 0.22 0.38 0.39 0.54Tuesday 1.01 1.27 1.45 0.51 1.28 0.48 0.76Wednesday 1.42 0.38 0.17 1.17 2.47 0.39 0.59Thursday 0.04 0.12 3.02 2.05 0.60 0.18 0.51Friday 1.38 0.89 1.54 0.75 0.89 0.55 1.38Saturday 0.53 0.41 0.49 2.38 1.89 0.29 0.96Sunday 0.25 0.60 1.32 1.57 1.86 0.40 2.26All 0.76 0.78 1.34 1.39 1.33 0.40

National

1. Product = Marketing

2. What is your ‘mobile owned’ media doing?

3. Mobile can be measured

4. Mobile must be optimized