You are on page 1of 44

@rohitdadwal

Mobile is the Greatest (Universal)


Transformation in Consumer Behavior

5.3B

59%

150x

80%

Total phone subs


worldwide
(25+%
Smartphone)

U.S. Smartphone
penetration
(2014)

Times we
check our
phone a day

Never leave
home without a
phone

@rohitdadwal

What Other Media Gets This Kind of


Commitment?

88%

10

75%

65%

Place their mobile


device next to bed
while sleeping at
night

18-24 year olds


check their
phones every 10
minutes
on average

People admit to
using phone while
in bathroom

Parents believe
their devices
make them
better parents

@rohitdadwal

But what do you expect from a channel that


has this kind of influence?

@rohitdadwal

There is a role for Mobile,


given that
Mobile is the Closest You Can
Get to Your Consumer!
@rohitdadwal

Thats why we built.

SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies

@rohitdadwal

Fundamentally, SMoX is about knowing the


value of mobile to your Business?

Can mobile help me meet my


marketing goals?
What is the optimal mobile allocation
for my campaign?

How can I make my mobile


investment work harder?
@rohitdadwal

SMOX is revolutionary global research


initiative
$2 million,
20 companies,
3 Trade Groups,
7 major marketers

Real in-market testing


Measures whole mix
Measure mobile
even if its 0.1%!

Global Viewpoints:
6 studies so far
10 more coming
@rohitdadwal

How it works: Thanks to Marketing Evolution &


Millward/Browns Insight Express
1

Leveraging Mobile
ad tech to target DID

Integrated Partners
target DID of panelists
InsightExpress
checks for cross
over in panel and
sends list of
panelists back to
Networks

Regression
analysis to
identify
drivers

Brand KPIs
/attitudinal with
Surveys

Ads, tagged by
InsightExpress,
are targeted to
panelist devices

Experimental Design
for media allocation
Assess multiple
scenarios of cross
media exposure
and frequency

Mobile
panel of

500K

Track multiple
KPIs, perceptual
or behavioral

6
Foot traffic
with actual
location data

Individual Level data


for cross media
exposure
Actual sales with
panel match

Budget
Optimization
Software to
operationalize
insights

What is the value of mobile to your Business?

Can mobile help me meet my


marketing goals?

What is the optimal mobile allocation


for my campaign?
How can I make my mobile
investment work harder?
@rohitdadwal

The campaigns we researched in North


America cover the entire purchase funnel
Awareness

Image

Purchase Intent

Foot Traffic

Sales

@rohitdadwal

How many people can you convert with mobile?

?
Campaign Average

@rohitdadwal

Mobile

Mobile Delivered almost twice the Awareness


/Dollar vs.. other media
Awareness

Total People converted with mobile vs.


campaign on average
Device Awareness

Image

1.9

x 1.9

Purchase
Intent
Foot
Traffic

Sales

AT&T
Campaign *
on average

Mobile

* Media in mix included TV, Internet, Print

@rohitdadwal

Mobile Delivered almost twice the


Image /Dollar vs.. other media
Awareness

Image

Total People converted with mobile vs.


campaign on average
Good Card To Carry When Traveling

1.7

x 1.7

Purchase
Intent
Foot
Traffic

Sales

MasterCard
Campaign *
on average

Mobile

* Media in mix included TV, Internet, Print, Social

@rohitdadwal

Mobile Delivered almost twice the


Purchase Intent /Dollar vs...other media
Awareness

Image

Total People converted with mobile vs.


campaign on average
Intent to Shop Back to School Grocery

1.9

x 1.9

Purchase
Intent
Foot
Traffic

Sales

@rohitdadwal

Walmart
Campaign
on average

Mobile

* Media in mix included TV, Internet

4. Coca Cola launched a campaign to


support its growth strategy for Gold Peak
TV

PRINT

Awareness

Image

Purchase
Intent
OOH
Foot
Traffic

Sales

@rohitdadwal

DIGITAL/MEDIA

Mobile worked harder than its share


and drove results across the Board
Awareness

Total People converted with mobile vs.


campaign on average
Top of Mind
Awareness

Home
Brewed Taste

Image

4.8

Sales

5%

of
budget

1.8

Purchase
Intent
Foot
Traffic

Sales

@rohitdadwal

6%
Gold Peak
Campaign
on average

Mobile

Gold Peak
Campaign
on average

Mobile

of
sales

But does Mobile work in Asia too?

?
Campaign Average

Mobile

Coke ran during Chinese New Year


Awareness

Image

Purchase
Intent
Foot
Traffic

Sales
*OOH includes Cinema. Mobile includes
Video and Display no Social

@rohitdadwal

MEASUREMENT
PARAMETERS

TV

OOH

TARGET:

Age

16-50

DATA
COLLECTION

1/27

2/28

2015

DIGITAL VIDEO/DISPLAY

MOBILE VIDEO/DISPLAY

Mobile offered nearly double the ROI over TV &


was
vs.
the campaign
Estimated ROI Index by Medium
January-February

Sales
199

Advertising ROI indexed to


Total Campaign ROI

4%

of
budget

118
61

8%

21
TV Overall

Overall index = 100

@rohitdadwal

OOH (incl Cinema)

Digital Video

Mobile

of
sales

To answer the questioncan mobile


help me meet my marketing goals?
Mobile drives
results across
the entire
purchase funnel
Mostly at nearly
2-to-1 vs.
average

@rohitdadwal

But what is the REAL


business value of
mobile?
@rohitdadwal

Mobile in the mix improves overall campaign


performance!
Increased Campaign and Business Performance by
Having Mobile in the Marketing Mix

30%
25%
20%

+15%

15%

10%

+12%
+7%
+4%

5%

0.9M

1.6M

0%

@rohitdadwal

Proprietary & Confidential

~3.7M

2.6M

What is value of mobile to Brands Business?

Can mobile help me meet my


marketing goals?

What is the optimal mobile allocation


for my campaign?
How can I make my mobile
investment work harder?
@rohitdadwal

Same budget but better results allocate to


mobile at its optimized level
Optimized Level of Mobile Spend in
the Overall Campaign Budget

20%

16%
15%

10%

8%

9%

10%

5%

0%

@rohitdadwal

Proprietary & Confidential

10-15%

So what is the optimal allocation


for mobile in the mix?
Aim for a minimum

DOUBLE DIGIT
Mobile allocation in your total
marketing mix (10-15%)

@rohitdadwal

Key Questions

Can mobile help me meet my


marketing goals?

What is the optimal mobile allocation


for my campaign?
How can I make my mobile
investment work harder?

SMoX also highlights mobile best practices

Format

Location

Time of Day

Creative

Save video creative would produce


stronger results vs.. TV with lower cost
Price

Mobile
Video

40

Effectiveness at
low frequency

450

Better ROI!

TV

@rohitdadwal

100

100

How can I make my mobile investment


work harder?
Optimization area

ROI Upside

1. Optimize by Format

20%-40%

2. Leverage Location targeting

20%+

3. Leverage Context targeting

20%+

4. Build on Creative

40%-60%

Total

+100% to +160%

@rohitdadwal

Apply learnings: Increase in impact would then


push the optimized level of mobile spend up
Mobile Optimized

20%

Optimized with Best Practices

15%

15%
12%
10%

8%

12%
9%

10%

16%

15-20%
10-15%
Mobile
optimized in
mix moves to

5%

15% to 20%

0%

@rohitdadwal

20%

Proprietary & Confidential

And with BEST PRACTICES for Mobile,


it can be really powerful driver
Campaign
performance
increases

+29%

30%

+50%

to
+90%

Mobile Optimized
25%
Optimized with Best Practices

20%

15%

15%

10%

12%

3.1M

7%

2.2M

5%

0.9M
0%

@rohitdadwal

+18%

+17%

MasterCard

+7%
4%

1.6M

~6.5M

~3.7M
Walmart

3.9M

Coke-Gold Peak

2.6M
AT&T

Optimizing media in China to increase


sales is goal 15% into mobile channels
Mobile at 15%
Assumes no constraints in the optimization process

15%
MOBILE
6%
DIGITAL
TV

14%
OOH

@rohitdadwal

64%

Reallocation to mobile could generate double digit


increase in PROFIT generated from campaign

16%
Increase in Profit

Mobile at 15%
No constraints in the optimization process

@rohitdadwal

Key Questions

Can
mobile
help
me meet
mythe
Mobile
drives
results
across
marketing
goals? funnel
ENTIRE purchase

Whatfor
is athe
optimal
mobile
allocation
Aim
double
digit
mobile
allocation
foryour
my campaign?
in
total marketing mix (15-20% plus)
Optimizing
How
can I make
your mobile
my mobile
investment can
investment
increase
its work
impact
harder?
by up to 160%,
maybe more
@rohitdadwal

What we know now as fact is..

Mobile advertising is
highly effective.

We now have proof.


And Brands are missing
that opportunity.
@rohitdadwal

So does Mobile work in Indonesia too?

?
Campaign Average

@rohitdadwal

Mobile

Our suggestion for three things you can do now

@rohitdadwal

1. Bring SMoX in-house to your marketing teams.


Are there others that should see this?

@rohitdadwal

2. Become an MMA Member


Join the mobile movement

@rohitdadwal

3. Adopt a Plan for Change.


Reallocate NOW

@rohitdadwal

Jack Welch Once Said


1. Get connected to mobile industry solutions

There are only two sources


of
competitive
MMAs Resources - education/webinars/events
advantage:
2. Do your own study(s) or support them
the ability to learn 3.more
about
Reallocate
nowour
- Success is in 1st mover advantage
customers faster than the
competition
Projected
to increase Market Capitalization +5%
and;
the ability to turn that learning into
action faster than the competition.
@rohitdadwal

rohit.dadwal@mmaglobal.com
@rohitdadwal