From National to Neighbor: How to localize your mobile strategy!

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Grant Stephens
8 years ago
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1 Welcome to today s webinar From National to Neighbor: How to localize your mobile strategy Presented by: Neil Mahoney Partner SIM Monica Ho Vice President of @xadinc

2 About SIM Partners SIM Partners technology empowers major brands to maximize Social, Local Search and Mobile at the location level through automation and scalability.

3 About xad National Reach. Local Relevance. xad provides you with the most relevant mobile audience reach at scale Only network that can combine search + display First party search data 100% Location Verified Inventory Over 100 million mobile users reached per month

4 Connect with SIM Partners & xad Follow SIM Partners on For Today s @simpartners plus.google.com/ /posts Follow xad on plus.google.com/ /posts

5 More about our presenters Neil Mahoney Partner at SIM Partners Neil Mahoney is an interactive marketing professional with over 8 years experience in all facets of online marketing including Paid Search and Mobile campaign management. Neil has led ecommerce for SIM Partners for the last 6 years. Monica Ho Vice President Marketing at xad, Inc. As Vice President of Marketing, Monica is responsible for developing and leading xad s marketing functions, as well as overseeing the company s communications and strategic positioning in the local-mobile marketplace. Monica s tenure in the industry includes 12-plus years of local marketing and advertising, including a solid foundation in online advertising, sales, strategy and account management.

6 What We ll Cover In This Webinar Current state of the Market The Mobile Opportunity Today Near Future Examples National Brands Leveraging Local Questions

7 Mobile is BIG 3000 Global Device Sales 2500 Tablets Mobile Internet to Surpass Desktop Internet Smartphone's Exceed Personal Computers Sales Smartphones Personal Computers Source: Google/Ipsos Study 2011, Google Survey Holiday Shoppers 2012, Business Insider The Future of Mobile; February 2012

8 Consumer Usage on Mobile Is Big 88% Own a Mobile Phone 55% Are SmartPhone s 1 out of 3 prefer to go online via their mobile device Nearly 20% of all website traffic comes from mobile devices 1 out of 5 paid search clicks originates from mobile Sources: Pew Internet & American Life, July 2012; Marin So?ware, 2012; ChiBka May 2012

9 Media Time Spent vs. Ad Spend US adults now spend more time on mobile devices each day then they do with all print media combined, but ad spending is yet to catch up 39.8% 38.9% Time spent share Ad spending share 24.8% 20.0% 20.7% 13.2% 9.3% 11.7% 11.6% 9.2% 2.5% 5.4% 3.1% 2.3% TV Online Radio Mobile (nonvoice) Print Newspapers Magazines Source: emarketer, March 2013

10 Online is now Multi-Platform 1 out of 3 digital minutes now comes from smartphones and tablets Share of Digital Media Time Spent: Desktop Computer vs. Mobile 63% Desktop 37% Mobile Source: comscore Media Metrix Multi-Platform (Beta) US, Dec 2012

11 46% of Consumers Use Mobile EXCLUSIVELY When Making Purchase Decisions Source: xad/telmetrics Mobile Path to Purchase Study, 2013

12 Media Landscape- Key Take-Aways Mobile is the new disruptive media Much like desktop computers 13 years ago Your Consumers are mobile whether you choose to be is another story Marketers must make better use of limited marketing funds Being found online is essential. As a result, make sure your consumers can find you regardless of the screen they choose to use.

13 THE MOBILE OPPORTUNITY

14 US Mobile Ad Spend Share, By Format By 2015 Mobile Search and Display will represent 98% of Mobile Ad Spend 33% 45% 49% 50% 50% 50% 34% 33% 37% 42% 45% 47% 48% 17% 9% 5% 3% 2%

15 Mobile Search Where It Happens Mobile search occurs in both browser and in application Vertical Specific Search Engines Top for General Search

16 LOCAL: Mobile s Sweet Spot 90% of mobile consumers have conducted a local search via their device More than 75% of time spent on mobile devices is conducted ON THE GO (or out of home) Mobile searchers are closer to the buying decision: Mobile 70% transact within the hour Desktop 70% transact within a month Sources: The Mobile Movement Study, Google / Ipsos OTX MediaCT, April 2011; Jiwire January 2012, Bing 2010

17 Mobile Driving Softness in Local Content Categories While most mobile content usage is incremental to desktop usage the following categories have experienced significant softness in desktop usage Maps -2% Comparison Shopping -4% News -5% Weather -12% Directories -23% Source: comscore Media Metrix Multi-Platform (Beta) US, Dec 2012

18 ½ of Smartphone Searchers Purchase Source: Google Mobile Movement Study, 2012

19 Mobile Search Best Practices Pay for top placement Localize your messaging Utilize call extensions Have a mobile optimized landing page Don t forget about Apps Don t take a Google only strategy cover all of the top most used applications in your category as well

20 Client Example: Dunkin Donuts 4. WEBSITE / LANDING PAGE 1. APP HOME 2. SEARCH 3. RESULTS RESULTS - Dunkin Donuts experienced click-through rates that where 6 x s industry rates with a strong secondary action rate of 35%

21 US Mobile Ad Spend Share, By Format Think Outside of The Search Box 33% 45% 49% 50% 50% 50% 34% 33% 37% 17% 42% 9% 45% 47% 48% 5% 3% 2%

22 Mobile Consumer Usage Trends Source: Nielsen, 2011

23 The Ability To Reach Your Target Audience Passively ~ outside of search

24 Defining Location Targeting Standard Geo Standard Geo-Targeting the use of zip codes, cities, DMAs or other standard geo boundary to define an area in which ads can be targeted. Geo Fencing Geo-Precision Targeting - refers to targeting areas that do not conform to standard geo-boundaries. Geo-Fencing - based on a set proximity or distance around select places or points of interest. Geo Behavioral Geo-Behavioral Targeting typically based on real-time, historical, or location specific consumer behaviors that allow for dynamically determined targeting areas that change and shift as relevant user activity is detected. An example of Geo-Behavioral Targeting is xad s proprietary SmartFencing technology which incorporates first party real-time search behaviors to identify and dynamically target key audiences.

25 Targeted Display Performance On average locally targeted mobile ads achieve a CTR between 0.5 1% However, the true measure of performance in mobile display is in secondary actions: Top Secondary Actions of Locally Targeted Mobile Display

26 Client Example: Pinkberry Location Targeting Solutions 1 mile geo-fence around Pinkberry locations Results: Two weeks into the campaign and performance is already double the client benchmark.

27 The Mobile Opportunity - Key Take-Aways In mobile location matters Localizing you ad message is just as important as the targeting Pay for top placement Coverage in browser + application essential Re-Think Mobile Display Not at all like traditional desktop display Ability to generate performance in addition to local market awareness Performance must be measured past the ad click

28 Summary There is an amazing opportunity for marketers in Mobile Search and Display To reap the rewards think Mobile First The time to start is NOW.

29 QUESTIONS?

30 THANK YOU

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