YuMe & ZenithOptimedia: Mobile & Multi-Screen Planning. Matt Taylor (YuMe) Simon Taylor (ZenithOptimedia)

Transcription

1 YuMe & ZenithOptimedia: Mobile & Multi-Screen Planning Matt Taylor (YuMe) Simon Taylor (ZenithOptimedia)

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3 MIX AND MEASURE Cross-Media Device Ownership And Usage mix online survey 1,014 respondents adults 18+ representative of the online universe 24 different connected devices

4 UK: CONNECTED DEVICE OWNERSHIP 68% Of The UK Own A Smartphone 68% own a Smartphone 46% own a Tablet 97% own a Laptop 19% own a Smart TV 45% own a Game Console 6.5% own an OTT Device

5 UK CROSS OWNERSHIP If You Own One, You Own Many Computer 97% 66% Computer & Smartphone Smartphone 68% Tablet 46% 38% 44% Smartphone Computer & Tablet OTT 7%

6 DEVICE PENETRATION IN THE UK 4.8 Connected Devices In The House number of devices 4.8 per household 3.0 per member 3.1 per teenager

7 MIX AND MEASURE The Findings 3+ biggest incremental gains in brand recall, consideration and recommendation keep it fresh with multi-screen exposure innovative positive informative trustworthy

8 MIX AND MEASURE How Does The Mix Impact Brand Recall? 50% 49% + 29% 32% 23% 21%

9 MIX AND MEASURE How Does The Mix Impact Purchase And Recommendation? PURCHASE CONSIDERATION 1 device 2 devices 3+ devices +4% +10% +11% RECOMMENDATION INTENT 1 device 2 devices 3+ devices +3% +6% +8%

10 MIX AND MEASURE How Does The Mix Impact Impression Of The Brand Informative ONE THREE+ DEVICE DEVICES +42% INCREMENTAL LIFT 20% +62% Trustworthy +22% +27% 15% +42% Innovative Positive Impression +35% +36% 15% +50% +49% 13%

11 MIX AND MEASURE Neuroscience And Advertising context dependent memory triggers forward encoding combating ad fatigue

12 MIX AND MEASURE More Screens = More Triggers One Screen, One Trigger Four Screens, Four Triggers

13 PC TABLET SMARTPHONE ATTENTIVENESS AND RECEPTIVITY Mobile Devices Offer The Key To High Attention Influence of Device on Attention * MOBILE DEVICES = HIGH ATTENTION Receptivity: PC n=7,637, Tablet n=1,118, Smartphone n=1,057. Attention: PC n=1,402, Tablet n=1,055, Smartphone n=694. *Indexed so average importance is 100

14 ATTENTIVENESS AND RECEPTIVITY Higher Attention = Higher Brand Metrics Brand Metrics By Attentive Audiences OVERALL FAVORABILITY -3% 10% 14% PURCHASE INTENT -3% 11% 23% RECOMMENDATION INTENT 12% 15% 0% Low Attention Moderate Attention High Attention Control n=482, Low n=876, Moderate n=1,891, High n=402

15 MIX AND MEASURE The Output Of This Research Is The Reach Calculator

16 AN AGENCY STANCE ON MOBILE Mobile: How We Approach It As Planners Simon Taylor Planning Business Director 16

17 MOBILE IS A BIG PART OF THE MEDIA DAY It Reaches Places Other Media Can t 17

18 Source: Ipsos MORI: Global Mobile Consumer 2014 MOBILE IS LIKE CRACK COCAINE Everyone Is Checking Their Mobile On A Regular Basis Average no. of times per day UK smartphone users check their phone 18

19 Source: emarketer MINUTES PER DAY OF MOBILE USAGE All This Checking Of Phones Is Adding Up: Over 2 Hours P/Day 19

20 MOBILE IS BIGGER THAN DESKTOP It Is Also A Key Part Of The Consumer Journey 20

21 MOBILE IS A POINT OF SALE TOOL And Used Across A Range Of Categories 21

22 MOBILE SPEND IS GROWING YEAR ON YEAR, EVERY YEAR So Advertisers Are Piling More Money Into It YUME. ALL RIGHTS RESERVED.

23 SIR MIX-AND-MEASURE-A-LOT The Big But(t) 23

24 MOBILE ADVERTISING IS MORE THAN BANNER ADS Most Advertisers Are Formulaic Standard mobile-web Standard in-app Expandables / Interstitials 24 Pre-roll

25 THE ROUTE TO PURCHASE IS GETTING MORE COMPLEX Consumer Journeys Aren t Linear. Far From It YUME. ALL RIGHTS RESERVED.

26 THE ROUTE TO PURCHASE IS GETTING MORE COMPLEX Data Is Collected From Tons Of Places And Isn t Consistent Analytics from Ecommerce partner Product description 3 rd party /Radian6 Analytics from Ecommerc e partner Consumer & expert reviews Product information, Branded content + Where to Buy Mum connects with other mums to get ideas Site listings, prices, product ratings Price comparison & expert reviews Google Analytics or other Web analytics GA or Other Web Analytics FB / 3 rd party / Buddy Media Adwords / DFS / Other X-sell & Up-sell content, promotions 3 rd party /Radian6 Branded content, product demo, expert advice, product comparison 26

27 THE ROUTE TO PURCHASE IS GETTING MORE COMPLEX Getting A Single-customer View Across Devices Is Tricky 27

28 CONVERSION TO SALE IS NOT AS STRONG AS DESKTOP For (Mobile) Sales There Are Hurdles To Overcome SITE ISSUES TRUST ISSUES DEVICE ISSUES 28

29 TIP 1 FOR IMPROVING DIGITAL PERFORMANCE Use Attribution Modelling To Set Budgets Properly Different Types of Attribution Algorithmic Attribution 29

30 TIP 2 FOR IMPROVING DIGITAL PERFORMANCE Use An Integrated Stack For A Clearer Consumer View 30

31 TIP 3 FOR IMPROVING DIGITAL PERFORMANCE Banners Are Boring Do More Interesting Stuff Interactive Mobile & Tablet VOD Household targeting Cross-platform sequential messaging Impactful interstitials 31

32 SIMPLIFYING THE DIGITAL PROCESS Proper Planning Prevents Piss Poor (Digital) Performance 32

33 Thank You