This was a presentation for a keynote at that OAAA & TAB conference for the Outdoor Board (OOH) industry in April 2014. Basically outlines the monster opportunity that Mobile is and is for Local Marketers and that they are on best positioned to capitalize on that opportunity. Full presentation video is here. https://www.youtube.com/watch?v=IHZnz6ljF8w
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Transcript
Twitter.com/gregstuart 1 How Mobile is Changing the Game Greg
Stuart Global CEO Mobile Marketing Association [email protected]
+1 631 702 0682
Twitter.com/gregstuart 2 If you are Expert on Local, then Where
is More Opportunity More musings on the Mobile Marketing
Opportunity for OOH Industry Greg Stuart Global CEO Mobile
Marketing Association [email protected] +1 631 702 0682
Twitter.com/gregstuart 3 The MMA and its Members 700+
Marketers, Agencies, Media Sellers, Tech, Operators Globally
Twitter.com/gregstuart 4 The Only Constant is Change
Twitter.com/gregstuart 5 $5.90 $6.10 $6.40 $6.70 $6.90 $0 $2 $4
$6 $8 $10 $12 2009 2010 2011 2012 2013 2014 2015 2016 $Billions OOH
Ad Spend Mobile Ad Spend Source: OAAA and eMarketer US Mobile Ad
Spend, Jan 2012 US Mobile Ad Spend and OOH Ad Spend
Twitter.com/gregstuart 6 $5.90 $6.10 $6.40 $6.70 $6.90 $1.45
$2.61 $4.31 $6.46 $8.66 $10.83 $0 $2 $4 $6 $8 $10 $12 2009 2010
2011 2012 2013 2014 2015 2016 $Billions OOH Ad Spend Mobile Ad
Spend Source: OAAA and eMarketer US Mobile Ad Spend, Jan 2012 US
Mobile Ad Spend and OOH Ad Spend
Twitter.com/gregstuart 7
Twitter.com/gregstuart 8
Twitter.com/gregstuart 9 THREE THINGS TO DO TODAY 1. Local
Marketers View of Mobile 2. MMAs Perspective on Mobile For
Marketers 3. The Mobile Opportunity for Local Media Sellers
Twitter.com/gregstuart 10 QUICK STATE OF MOBILE FOR LOCAL
MARKETERS
Twitter.com/gregstuart 11 Retailers Perceived Value Of
Smartphones in Driving Traffic to Store 20% 31% 50% - Valuable to
Drive Traffic 45% 56% 37% 35% 13% 13% 2010 2011 2013 Lot of value
Some value No value Source: Retail Systems Research (RSR), The 21st
Century Store: The Search for Relevance June 2011 & The
Relevant Store in the Digital Age 2013 in 2013, 87% of retailers
see value in smartphones ability
Twitter.com/gregstuart 12 17% 15% 18% 19% 16% 23% 20% 26% 19%
18% 18% 60% 54% 36% 35% 34% 33% 31% 29% 20% 19% 17% 0% 10% 20% 30%
40% 50% 60% 70% 80% 90% Website Facebook Page Google Landing Page
Twitter LinkedIn Video On YouTube Mobile Website Other Social Media
Pinterest Instagram Don't Have, But Likely To Add Within 12 Months
Currently Have Source: BIA/Kelsey Percent Of SMBs With A Presence
On Different Digital Channels July 2013, U.S
Twitter.com/gregstuart 13 AS IVE SAID Mobile is the Missing
Piece to Local 13 Mobile Marketing Association
Twitter.com/gregstuart 14 National Local $0 $2 $4 $6 $8 $10 $12
$14 $16 $18 2012 2013 2014 2015 2016 2017
TotalMobileAdSpendInUSD(Billions) National Local Local Mobile Ad
Spend Will Overtake National Mobile Spend By 2017 Source:
BIA/Kelsey, April 2013
Twitter.com/gregstuart 15 We Hired A Guy Musings on the Mobile
Marketing Opportunity for Publishers Borrell Online Advertising
Conference New York City March 3rd 2011 15
Twitter.com/gregstuart 16 MMAS PERSPECTIVE ON MOBILE FOR
MARKETERS
Twitter.com/gregstuart 17 Consumer Adoption of Mobile Devices
is Astonishing Smartphones Tablets 0 500,000,000 1,000,000,000
1,500,000,000 2,000,000,000 2,500,000,000 3,000,000,000
3,500,000,000 4,000,000,000 2000 2001 2002 2003 2004 2005 2006 2007
2008 2009 2010 2011 2012 2013E 2014E 2015E 2016E 2017E 2018E
PersonalComputers Global Internet Device Sales Source: Gartner,
IDC, and Strategy Analytics, BI Intelligence Estimates Dec
2013
Twitter.com/gregstuart 18 Proliferation of App Usage Makes
Mobile a Medium App Usage is Double vs. 2-Years Ago Sources:
comScore, Alexa, Flurry Analytics 70 72 7066 94 127 162 168 168 0
20 40 60 80 100 120 140 160 180 Dec 2010. Dec 2011. Dec 2012.
AverageMinutesPerDay U.S Web vs. App vs. TV Consumption , Minutes
per day Web Browsing Mobile Applications Television Apps Apps Apps
TV TV TV
Twitter.com/gregstuart 19 45% 25% 17% 4% 9% 7% 44% 26% 16% 6%
8% 8% 43% 26% 15% 9% 7% 7% 42% 26% 14% 12% 6% 5% 0% 5% 10% 15% 20%
25% 30% 35% 40% 45% 50% TV Online Radio Mobile Print Other
PercentofTotalMediaTimeSpent U.S. Media Consumption Share 2009 2010
2011 2012 Tripled Since 2009 Source: eMarketer, October 2012 Truth
is, Phones Are a Media Channel Mobile
Twitter.com/gregstuart 20 Never Leave Home w/o Phone But Its a
Medium with Ubiquity (both in the house house out)
Twitter.com/gregstuart 21 21 Average each Day And a Medium with
Pervasiveness
Twitter.com/gregstuart 22 22
Twitter.com/gregstuart 23 And, Mobile has a Number of Unique
Advantages 1. Mobile is Personal (one person per phone) 2. Mobile
is Pervasive (everywhere, all the time) 3. Mobile has Proximity
(tracking location) Greg Stuart, CEO; [email protected] +1
631.702.0682
Twitter.com/gregstuart 24 Role of Mobile in a Mix: Nothing
brings marketers closer to consumers than mobile. Nothing. Mobile
Marketing Association
Twitter.com/gregstuart 25 The Change In Media Habits Suggests
the Need for a Change in Media Mix Based on Algebraic Analysis
Mobile ad units included: Ads in Mobile Web (Display Ads), Ads in
Apps, Mobile Video Ads, Mobile Games Ads, Mobile Social,
Tablets
Twitter.com/gregstuart 26 Ad for Charity 26 Add video here for
Microloan
Twitter.com/gregstuart 27 MOBILE OPPORTUNITY FOR LOCAL
MEDIA
Twitter.com/gregstuart 28
Twitter.com/gregstuart 29 Three Thoughts For Local Media 1.
Local Media [Sales] Can [Should] Lead 2. Lots of Opportunities to
Innovate [and Educate] 3. If its really about personalization and
proximityMust get Scale
Twitter.com/gregstuart 30 1.Publishers CAN Improve Ad
Effectiveness in Digital Low High 1. Cut out International
impressions 18% to 43% 2. Manage Frequency 50% to 70% 3. Capitalize
on Time of Day/DoW 10% to 15% 4. Ad Size matters 20% to 54% 5. Page
Placement really matters 6% to 350% 6. Creative is mission critical
0% to 400% Total Gain Possible: 0% 2910% Insights from the What
Sticks Research
Twitter.com/gregstuart 31
Twitter.com/gregstuart 32 Asked To Speak on Future of Mobile 32
Impact on Pricing Beacons
Twitter.com/gregstuart 33 slide titleI Get It. Change is
Hard
Twitter.com/gregstuart 34 Take out a pen and put it in your
left hand. Now, write the thing you know the best; your name
Twitter.com/gregstuart 35 % of Time Spent in Media vs. % of
Advertising Spending, USA 2012 Note: Note: *Internet advertising
reached $37B in USA in 2012 per IAB, Mobile advertising reached $4B
per eMarketer. Print includes newspaper and magazine. $20B
opportunity calculated assuming Internet and Mobile ad spend share
equal their respective time spent share. Source: Time spent and ad
spend share data based on eMarketer (adjusted to exclude outdoors /
classified media spend), 12/12. 6% 14% 42% 26% 12% 23% 10% 43% 22%
3% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Print Radio TV
Internet Mobile Time Spent Ad Spend Internet Ad =$37B* Mobile Ad
=$4B* ~$20 B opportunity in USA %ofTotalMediaConsumptionTimeor
AdvertisingSpending 35
Twitter.com/gregstuart 36 2.Lots of Opportunity to Innovate
Mobile includes: 1. Constant opportunity to connect and drive to
local store, etc. 2. Lots & lots of tools/techniques to support
an advertiser 3. More sensors and smarts than you can shake a stick
at And more
Twitter.com/gregstuart 37 mobile advertising traditional
advertising activation sponsorship activation consumer promotion
activation mobile incentives & coupons in-store mobile
marketing VIP/rewards program mobile database marketing DIGITAL
TOUCHPOINTS OFFLINE TOUCHPOINTS Path to Purchase is the New Model
Opt-in AWARENESS ENGAGEMENT TRANSACTION LOYALTY App promo Augmented
reality QR codes Mobile Coupons Mobile wallet Social integration
Print Signage In-store Rewards Source: Vibes, 2012
Twitter.com/gregstuart 38 Phones/Apps Are Still Getting Even
Smarter
Twitter.com/gregstuart 39
Twitter.com/gregstuart 40 3. Scale, Scale, Scale Location,
Location, Location! Targeting Opens up a Whole New Set of Customers
who dont want to TARGET the whole DMA
Twitter.com/gregstuart 41
Twitter.com/gregstuart 42 In the End We Know that Mobile is
Coming. Its Getting BIG. And it is Tailor Made for Local
Twitter.com/gregstuart 43 Join Our Community - MMA Events
2014MMA Events are great networking, education and leadership
opportunities: MMA Forums NY Forum May 6-7, 2014 Singapore Forum
May 22, 2014 Cannes Lions Jun 16-22, 2014 CEO & CMO Summit July
13-15, 2014 (Hilton Head) Brazil Forum August 26-27, 2014 SM2
Innovations September 30+, 2014 (New York) India Forum September
2014 London Forum November 2014 Vietnam Forum November 2014 More
coming http://www.mmaglobal.com/events/forums 43
Twitter.com/gregstuart 45 What MMA is Doing to Help Local
Mobile 1. Location Committee will be exploring numerous aspects of
opportunities at the local level, including; Definition of what it
means to be truly "local" in mobile from DMA's to
latitude/longitude Proximity engagement via mobile payments
In-store engagement How "big data" intersects with one's current
location (see next) 2. Mobile Apps examining ways to reach app
development communities for best practices 3. Data Targeting
Standards Committee will be looking at the viable, permissible and
effective use of data big and small to better understand, among
other things: Current location, User preferences, Predictive
analytics, Relevant, targeted offers 4. Mobile Commerce examining
the "process" surrounding local transaction, to establish useful
KPI's 5. Mobile Coupon Ad Unit Standards Committee seeking to
standardize the size and functional performance of mobile coupons
that enable the local fulfillment 6. Mobile Video Committee
examining performance of mobile video across multiple vectors,
including location 7. Mobile Analytics Committee how do we best
measure mobile on a local level? 8. Messaging examining marketing
best practices across many areas, including: Verticals auto
dealers, banks, entertainment, health & medical Push asking for
a local invitation vs. interruption Long Code how can the local
business owner leverage the 10 digit telephone number