Mobile ist das neue Web!
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1 Mobile ist das neue Web! Ein Überblick zum aktuellen Stand der Nutzung digitaler Medien in Deutschland Mobile Advertising Summit, Berlin, 21. April 2015 Florian Renz, Senior Manager #MAS15 GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
2 Almost 10years ago we already heard: Mobile is there! GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
3 Papal Election 2005 (Pope Benedict) But something has changed GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
4 Papal Election 2013 (Pope Francis) Really! GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
5 But there is still a gap between usage and ad spendings! 31 March 2015 of German Onliners are using a Smartphone! 63% * Anteil Personen mit Smartphone. Basis: Internet-Nutzer in Deutschland (Bitkom) Weltweite Ausgaben für Mobile Advertising, emarketer 2014, in Mrd. US Dollar, ab 2014 Prognose (emarketer) GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
6 1 What we measure GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
7 All devices are available in one source: Insights on cross-device online usage are available today. Data Base: Measurement within GfK Crossmedia Link panel (MEP) Unique single source measurement of TV, Online and mobile GfK Consumer Panel Desktop Measurement fixed 19,000 individuals 14+ GfK Crossmedia Link (MEP Germany) TV Measurement 12,500 individuals Covering panelists purchase behavior, demographics, attitudes, magazines etc. Smartphone & Tablets 2,000 individuals GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
8 2 What we see! GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
9 Opportunities for cross channel communication / second screen usage: two peaks in morning time and prime time Hourly distribution of usage time (share of usage within time slot on total) 35,0% 30,0% 25,0% 20,0% 15,0% 10,0% TV Desktop Smartphone 5,0% Tablet 0,0% bis 6 Uhr 6-10 Uhr Uhr Uhr Uhr Uhr Uhr Uhr Uhr Source: GfK Crossmedia Link Germany (typical month in 2014). Desktop / fixed GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
10 Internet is mobile Smartphones have turned into the most important vehicle to go online (67% share of time) Share of Average Online Usage Time % 67% Mobile Browser 13% 33% Desktop App 87% Source: GfK Crossmedia Link Germany (typical month in 2014). Base: Multi-Screener 14+ (persons using desktop and smartphone) Desktop / fixed GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
11 Younger: 74% of all online minutes are spend on Mobile phones! years 55+ years 26% 74% 48% 52% Source: GfK Crossmedia Link Germany (typical month in 2014); Base: Multi-Screener 14-29y // 55+y (persons using desktop and smartphone). Desktop / fixed GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
12 Messaging/Chat and Gaming on Mobile each with 17% of total online usage time Other Online Video Messaging/Chat 33% Shopping Gaming 5% 10% 2% 4% 17% 67% Social Networking 6% 17% Gaming News 6% Other 13% 3% 4% 3% 10% Social Networking News Download Online Video Source: GfK Crossmedia Link Germany (typical month in 2014); Base: Multi-Screener 14+ (persons using desktop and smartphone). Desktop / fixed GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
13 Whats App, Facebook and YouTube are the top three Smartphone Apps in Germany especially among younger. 81% 63% 52% 96% 76% 68% Source: GfK Crossmedia Link Germany (typical month in 2014); Base: Multi-Screener 14+ // 14-29y (persons using desktop and smartphone ) GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
14 While the top three apps are used by the majority of the smartphone users other apps are much more selective Dropbox 10% amazon 17% DB navigator 15% YouTube 52% Skype 10% wetter.com 18% ebay 22% Facebook Messenger 41% Web.de MAIL 15% Quizduell 14% Candy Crush 18% GMX Mail 9% Facebook 63% Whats App 81% Instagram 10% Apps Net reach Source: GfK Crossmedia Link Germany (typical month in 2014); Base: Smartphone Users 14+ GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
15 While the top three apps are used by the majority of the smartphone users the others are much more selective Net Reach Whats App Facebook 63 YouTube 52 Facebook Messenger 41 ebay 22 Candy Crush Saga 18 wetter.com 18 Amazon 17 DB Navigator 15 WEB.DE Mail 15 Quizduell 14 Instagram 10 Dropbox 10 Skype 10 GMX Mail 9 81 Visits/Person Apps Net reach & Visits Source: GfK Crossmedia Link Germany (typical month in 2014); Base: Multi-Screener 14+ (persons using desktop and smartphone only) GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
16 Guess what is used more on mobile and what is used more on desktop? Social Networking E-Commerce GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
17 Contrary mobile-desktop usage habits for social media (more mobile) and ecommerce sites (more desktop) 4,26 2,83 3,28 Reading example Google+ has a reach of 12,2% for desktop and 19,2% for mobile. Hence, the mobile reach exceeds the desktop reach 1,57 times (19,2/12,2=1,57). 1,57 1,48 1,34 1, Instagram Pinterest Twitter Google+ LinkedIn YouTube Facebook Ikea Ebay Amazon Mediamarkt Zalando Saturn XING Tchibo Conrad Otto 0,86 0,83 0,79 0,76 0,70 0,66 0,53 0,50 0,39 0,29 Social Media E-Commerce Source: GfK Crossmedia Link Germany (typical month in 2014); Base: Multi-Screener 14+ (persons using desktop and smartphone). Desktop / fixed GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
18 3 And what about Mobile Advertising? GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
19 Based on six analyzed FMCG campaigns in the last months: The highest net reach is via Facebook Mobile Ads Reach in Media TG 15,1% 11,9% 29,3% 12,7% 5,0% 6,1% Reach total Facebook NF Desktop Facebook RHS Desktop Facebook NF Mobile Source: GfK Crossmedia Link. Base: selected FMCG Crossmedia Studies 2014/2015 GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
20 First results for Mobile Ad Effectiveness shows: Mobile sells FMCG! Significant uplifts for Facebook Mobile Ads! 1,26 1,24 Average increase in the number of purchase records for group mobile contact vs. group without mobile contact Uplifts for other online channels (median): Display 1,18 / Online-Video 1,35 / Search 1,29 (GfK Crossmedia Link Benchmark FMCG Campaigns, ) Average Uplift factor The average uplift factor shows in what way the purchase behavior of people changes due to contact to the campaign: average increase of purchase volume of households with campaign contact (average) vs. households without campaign contact (factor=1,00) in an average campaign week. Source: GfK Crossmedia Link. Base: selected FMCG Crossmedia Studies 2014/2015 GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
21 Summary Mobile is there! Smartphones have turned into the most important vehicle to go online Mobile is App. 87% of the mobile usage is spend in Apps Whats App, Facebook and YouTube are the killer apps There are still use cases which are done on desktop computers. E- Commerce is not yet mobile (compared to other categories) Mobile Advertisement can be very powerful! GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
22 3 How you can use it GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
23 Three clusters how you can use the GfK Crossmedia Link Strategic Crossmedia Planning Crossmedia Efficiency Crossmedia Measurement Crossmedia Visualizer Reach & ROI Impact studies GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
24 Measuring Impact: Awareness, Branding, Recall 120 K Online Access Panel 60 K Desktop PC 1 st Party Cookies (Measuremenet of Display- and Video-Exposure + Visibility Measurement) 17 K Mobile ios & Android 1 st Party Cookies (Measurement of exposure in Smartphone-Browser) Go App InApp-Measurement customized via SDK TV Exposure Either OTS calculation or Fusion of technically measured TV exposure in GXL Panel GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
25 Audience data will be fed into GfK Crossmedia Visualizer Available Features Extract Top ranking: websites & apps desktop + smartphone + tablet Websites & Apps: Category view & custom analysis By buyer target groups Dashboard starting point for analysis & navigation Ask for an individual follow up! GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
26 Florian Renz Senior Manager ABS Media Solutions Office Hamburg T: GfK 2015 Mobile Advertising Summit GfK Crossmedia Link Florian Renz 21. April
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