Disruptive tech adoption -20% 100% 80% 60% 40% 20% 0 103% 22% 8% -22% MOBILECOMPUTERTELEVISIONNON-SCREENS Since 2008 US consumers have added 12 days of screen time per year—a whole vacation Source eMARKETER, UNSURE OF DATE?
TV is very much still the primary screen TV SPEND AS % OF TOTAL MEDIA BUDGET TOTAL TV SPEND $5B $4B $3B $2B $1B 0 $6.1B $6B $4.6B $3B $1.7B $1.5B 70% 60% 50% 40% 20% 0 80% 83% 68% 66% 62% AUTOCPGPHARMARETAILFINANCIAL Auto advertisers‘ spend on TV is 4x their spend on digital, radio, print, outdoor put together Source eMARKETER, UNSURE OF DATE?
Brand Advertising spend doesn’t align with where consumers are spending their time WEEKLY TIME SPENT (16 – 54 : HOURS ) Source eMARKETER, APRIL 2012 15 HOURS 10 HOURS 5 HOURS 0 INTERNETMOBILETELEVISIONAUDIO 4 HOURS 5 HOURS 6 HOURS 8 HOURS 10 HOURS 13 HOURS NEWS PAPERMAGAZINES OPPORTUNITY Mobile Rivals TV and Computers for Time Spent REMAINING CHALLENGES Few mobile solutions focus on the needs of brands Mobile point solutions are another silo Audience data is scarce Cross-media coordination is a difficult
But brands are recognizing the value of mobile screens eMarketer – Marketers are using mobile about equally for branding and direct response – reflecting a broad acceptance of mobile as a vehicle for branding $83 28% 30% PURCHASE INTENT 36% 51% DIRECT RESPONSE 61% 52% BRAND AWARENSS 64% 63% TRAFFIC DRIVING (CLICKTHROUGH RATE) 68% 54% BRAND ENGAGEMENT Source: ValueClick Media, “Advertiser Survey 2012,” Fed 29, 2012 Methods Used by US Marketers to Measure the Performance of Their Mobile and Video Campaigns Dec. 2011 VIDEO MOBILE % of respondents
Opportunity: This disruption and changing behaviors is creating unprecedented opportunity
AUDIENCES ARE FOLLOWING SIMPLE RULES Multi-Screen viewing behaviors are increasing Daily and weekly multi-screen viewing consistent Less TV watching, means more multi-screen opportunities COMPUTER AT HOME TELEVISION AT HOME ONLINE, THROUGH THE INTERNET ON ANY DEVICE 32 10 17 16 9 27 11 18 17 19 8 24 10 9 27 17 11 % GLOBAL ONLINE AVERAGE More than once a day Once a day A few times a week Once a week Less than once a week Have not watched video on this device in the past 30 days Video is video no matter what screen
Mobile Data 101: What’s available today (Add Graphics to illustrate each) Mobile Data : Geo/ Targeting Segmentation Scheme Publisher Data Leveraging IP Address
Leveraging Audience Targeting Strength for Mobile Online Audience Targeting Geography Demographics Context Geography ZIP code – IP address-based ~5,000 online audience per US ZIP Chosen based on high composition of target, eg “Luxury Auto Buyer” Demographics Demographic data comes from publisher registration records Presence of users in particular demos creates additional signal for model (eg Luxury Auto Buyers correlate to Men, $150k+ HHI) Demographics Demographic data comes from publisher registration records Presence of users in particular demos creates additional signal for model (eg Luxury Auto Buyers correlate to Men, $150k+ HHI)
Leveraging Audience Targeting Strength for Mobile ONLINE AUDIENCE TARGETING Geography Demographics Context Final Segment MOBILE AD SERVER API BRIDGE Geography/Demo/Context from Collective Daypart Device
Mobile Creative 101 Mobile Creative is challenging -Most people just create something for the web and move it over, not ideal -Self Service platform tools like medialets do it well -Creative is more important in a tablet environment, aids brand awareness 31 percent of survey respondents said they saw a trailer on their mobile phone in the past six months, and when asked whether they viewed ads before trailers, 83 percent said they had with 61 percent watching the ad to the end in order to get to the trailer.
Vertical Success Entertainment Ads typically introduce new releases with the goal of building awareness and driving ticket sales. Expandable ad formats represent 66% of all entertainment ads 69% of entertainment ads were smartphone ads. Components most often used include: video (60%) photo gallery ( 33%) games (33%) Get tickets (42%) Social buttons (25%) Engagement is high for games (17%) and video (12.4%).
Targeting - Case Study: HTC Major HTC device launch Q2 2012 Used TV Accelerator to identify brand target on TV, PC and Tablet Delivered video and display across screens Cross-Screen Impact: Purchase Intent CONTROL TEST 16.5% 9.0% PURCHASE INTENT VIZU N = 221 83% LIFT
Collective delivers winning multi-screen strategy for leading U.S. cookie brand Re-brand and re-launch cookie company product Increase overall awareness Drive purchase intent Use video to heighten interest Moms on the go Always on approach Every hour of the day Reach them across all of their devices Measurement: Vizu & DimeStore Goals Target Reccomendation Day part - Case study : Cookies Inc. Banner Video Pre-Roll Targeting for Oreo Fudge Crème’s Audience Mom focused Content Channels Daypart target with Mobile Video to reach mom’s when they are most likely to be engaged
Collective delivers winning multi-screen strategy for leading U.S. cookie brand Re-brand and re-launch cookie company product Increase overall awareness Drive purchase intent Use video to heighten interest Moms on the go Always on approach Every hour of the day Reach them across all of their devices Measurement: Vizu & DimeStore Goals Target 16.4% overall campaign lift 17.4% online video lift 15.9% overall lift in display 81% mobile lift Results Case study : Cookies Inc.
EXECUTION: Collective selected for its sophisticated offering with intelligent targeting across multiple screens 6:00 am - 9:00 am 4:00 pm - 8:00 pm 6:00 pm - 11:00 pm Case study : Cookies Inc.
Select what you need to best drive marketing goals Audience Targeting (Behavior, TV viewing, Demo, Geo, etc.) Display, Rich Media, Pre-Roll, Video, etc. Multi-Screen (Online, Tablet, Smartphone, connected TV, etc.) Rich Media units (Select best experience Per multi-screen target) ✔ ✔ ✔ ✔
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