Acquisition & Retention through Mobile Brian D Arcy Commercial Director O2 Media
Consumers are ready for mobile We asked 1,000 Smartphone users Which do you interact with first thing in the morning... your Phone or your Partner? 86% of respondents said they reach for their PHONE!! Source: O2 Media
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MEDIA HABITS ARE CHANGING Source: MediaVest Ireland
PRINT SALES ARE DECLINING 1,400 1,200 1,242 1,230 1,220 1,195 1,154 1,113 1,091 1,000 800 772 795 793 765 715 657 643 600 400 200 Sunday Newspapers Daily Newspapers - 2005 2006 2007 2008 2009 2010 2011 (e) Source: ABC/ MediaVest Ireland / Circulations in 000s
RADIO SPEND IS DECLINING 140 M 120 100 80 60 49 45 60 40 20 63 62 61 Local radio National radio 0 2009 2010 2011 Source: MediaVest Estimates
DIGITAL is bucking the Trend 780k 749k 709k 681k 697k 719k 745k Cinema Outdoor Radio Online TV 7 71 118 97 215-4.0% -5.4% -3.9% +2.4% +3.1% +3.6% 7.4 7.5 7.0 6.4 6.8 7.3 64 57 58 54 54 56 107 106 100 95 98 102 108 130 152 175 195 218 218 201 191 197 205 215 Press 272 245 213 185 170 158 150 2009 2010 2011 2012 2013 2014 2015 Source: Core Media Estimates ( M)
DIGITAL SNAPSHOT TODAY Attracts 500k people a month Millions of app downloads 2.1m people watching online video 153K IE web sites registered 112% Increase from 2007 Over 3m adults using the Internet 97% Increase from 2007 Over 20% of ad spend, 150m+ 1.5m+ smartphones in Ireland c.100,000 tablets in the market 2m people visit each month Up from 8K in 2007! 1m use the app
The mobile consumer takes action Source: Our Mobile Planet, UK Report: http://www.thinkwithgoogle.com/mobileplanet/en/downloads/ Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
Consumers are ready for mobile We asked 1,000 Smartphone users Which do you interact with first thing in the morning... your Phone or your Partner? 86% of respondents said they reach for their PHONE!! Consumers are ready for Mobile
103 m 313 m 25 markets
Targeted Acquisition 12
Intelligent Targeting...Who, What, Where 900k+ O2 Customer Permissions Who do you want to talk to? What passions, behaviours or interests do they have? Where are they? (Real-Time Location) Age, gender, fixed location etc Shoppers, sports fans, music lovers etc Within 200m of your location
Intelligent Targeting...Who, What Majority of Mobile Ads Telefonica Lives: Dublin Female Android / ios Age: 28 Samsung S3 App / website Weather: -5 Cold Likes: Shopping Pop music ABC1
O2Media Delivers
In the past 18 months. North America 50,000 customers made 75,000 trips South America 12,500 customers made 14,000 trips Europe ½ million customers made 3.5 million trips Africa 9,000 customers made 13,000 trips Asia 37,000 customers made 60,000 trips Australasia 7,500 customers made 9,000 trips Source: O2 Media
Busy European routes Sweden 6,000 customers United Kingdom 350,000 customers Netherlands 27,000 customers Germany 36,000 customers France 73,000 customers 8,500 trips 2.5million trips 45,000 trips 65,000 trips 125,000 trips Italy 45,000 customers Spain 155,000 customers 260,000 trips 60,000 trips
Increase Campaign Response 130% more registrations
App Discovery 12% CTR
Accelerate other Media Driving footfall
Pizza Hut: Cost effectively driving ROI
Deliver adverts to people who are looking for what you are selling!!!! 22
Advertise on Google without spending the time to learn about and manage an AdWords campaign Advertise on Google with a defined budget and effectively managed AdWords spend Pay per click as your AdWords budget is spent only when a prospect actually clicks on an ad Access to detailed reporting, allowing businesses to track the performance of their online advertising campaign Use a range of online and offline marketing services to complement the power of AdWords
Most popular categories Mobile searches in IE Source: Google
Smartphone usage 82% have researched a product or Service on their Phone Source: Google
You Must have a Digital Presence Mobile site? Whatever your objective.. Website? App? Social Network? Touch point for your Customers
Over 100% mobile penetration in Ireland Don't have a mobile enabled site Source: Core Media Research 2011
Engage & Retain
Communicate Customer Relationship Engagement (CRE) allows an Organisation and their customers to engage in two way communications that are targeted and personalised.
Two Way Communications Send single or bulk SMS (from Alpha, Numeric or Own mobile) Save Drafts, View Sent (Reuse), Send Later(online Calendar) Schedule Appointments, send Reminders, receive Confirmations Receive Replies to Platform or Mobile Phone Email marketing tool Create Letters online and print locally. Option for mail fulfilment.
Easy to Access & Simple to Use
Targeted Add Personal & Business Data for all Contacts Personalise your View of Contact Data Search for Contacts using all Data Create, Edit and Manage Groups of contacts
So why Mobile. ile Advertising? Reach Relevance Results 100% mobile penetration Over 50% smartphone Target your audience Score Return on Investment 2 hours/day on mobile Who, What, Where? 4.4 times more efficient than TV
thank you