@rohitdadwal. Rohit Dadwad-Finall… · SMOX is revolutionary global research initiative @rohitdadwal. 1 4 5 Leveraging Mobile ... KPIs, perceptual or behavioral Regression analysis

@rohitdadwal

Mobile is the Greatest (Universal)

Transformation in Consumer Behavior

150x

Times we

check our

phone a day

5.3B

Total phone subs

worldwide

(25+%

Smartphone)

59%

U.S. Smartphone

penetration

(2014)

80%

Never leave

home without a

phone

@rohitdadwal

What Other Media Gets This Kind of

Commitment?

10

18-24 year olds check their

phones every 10 minutes

on average

75%

People admit to using phone while

in bathroom

65%

Parents believe their devices make them

better parents

88%

Place their mobile device next to bed while sleeping at

night

@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

SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies

That’s why we built….

@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

$2 million,20 companies,

3 Trade Groups, 7 major marketers

Global Viewpoints:6 studies so far

10 more coming

• Real in-market testing• Measures whole mix• Measure mobile

even if it’s 0.1%!

SMOX is revolutionary global research initiative

@rohitdadwal

14 5

Leveraging Mobile ad tech to target DID

Individual Level data for cross media exposure

Experimental Design for media allocation

Track multiple KPIs, perceptual or behavioral

Regression analysis to identify drivers

Budget Optimization Software to operationalize insights

2

36

Integrated Partners target DID of panelists

500K

Mobilepanel of

InsightExpress

checks for cross

over in panel and

sends list of

panelists back to

Networks

Ads, tagged by

InsightExpress,

are targeted to

panelist devices

Assess multiple

scenarios of cross

media exposure

and frequency

Brand KPIs

/attitudinal with

Surveys

Foot traffic

with actual

location data

Actual sales with

panel match

How it works: Thanks to Marketing Evolution &

Millward/Brown’s Insight Express

What is the value of mobile to your Business?




@rohitdadwal

Awareness

Image

Purchase Intent

Foot Traffic

Sales

The campaigns we researched in North America cover the entire purchase funnel

@rohitdadwal

How many people can you convert with mobile?

?

Campaign Average Mobile

@rohitdadwal

Mobile Delivered almost twice the Awareness

/Dollar vs.. other mediaTotal People converted with mobile vs.

campaign on averageDevice Awareness

AT&T Campaign * on average

Mobile

1 1.9

x 1.9

Image

PurchaseIntent

FootTraffic

Sales

Awareness

* Media in mix included TV, Internet, Print

@rohitdadwal

Mobile Delivered almost twice the

Image /Dollar vs.. other media

“Good Card To Carry When Traveling”

MasterCard Campaign * on average

1 1.7

x 1.7

Total People converted with mobile vs. campaign on average

PurchaseIntent

FootTraffic

Sales

Awareness

Image

Mobile

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

Mobile Delivered almost twice the

Purchase Intent /Dollar vs...other media

WalmartCampaign on average

x 1.91.91

“Intent to Shop Back to School Grocery”


FootTraffic

Sales

Awareness

Image

PurchaseIntent

Mobile

* Media in mix included TV, Internet@rohitdadwal

4. Coca Cola launched a campaign to

support it’s growth strategy for Gold Peak

FootTraffic

Awareness

Image

PurchaseIntent

TV PRINT

DIGITAL/MEDIA

OOH

Sales

@rohitdadwal

Mobile worked harder than its share

and drove results across the BoardSales

of sales6%


Gold Peak Campaignon average

Mobile

Top of MindAwareness

HomeBrewed Taste

Gold Peak Campaignon average

Mobile

4.81 1.81

FootTraffic

Awareness

Image

PurchaseIntent

Sales

of budget5%

@rohitdadwal

But does Mobile work in Asia too?

?


TV OOH

DIGITAL VIDEO/DISPLAY MOBILE VIDEO/DISPLAY

MEASUREMENTPARAMETERS

16-50

TARGET:

Age

DATACOLLECTION

2015

1/27 2/28

*OOH includes Cinema. Mobile includes

Video and Display – no Social

FootTraffic

Awareness

Image

PurchaseIntent

Sales

Coke ran during Chinese New Year

@rohitdadwal

118

21

61

199

TV Overall OOH (incl Cinema) Digital Video Mobile

Ad

ve

rtis

ing

RO

I in

de

xe

d t

o

To

tal

Cam

pa

ign

RO

I

Overall index = 100

Mobile offered nearly double the ROI over TV & was vs. the campaign

Sales

of sales8%

of budget4%

Estimated ROI Index by Medium

January-February

@rohitdadwal

To answer the question…can 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!

Proprietary & Confidential

+7%

+15%

+4%

+12%

0%

5%

10%

15%

20%

25%

30% Increased Campaign and Business Performance by Having Mobile in the Marketing Mix

0.9M 1.6M ~3.7M 2.6M

@rohitdadwal

What is value of mobile to Brand’s Business?




@rohitdadwal

Same budget but better results – allocate to mobile at it’s optimized level


8%9%

10%

16%

0%

5%

10%

15%

20%Optimized Level of Mobile Spend in

the Overall Campaign Budget

10-15%

@rohitdadwal

So what is the optimal allocation

for mobile in the mix?

DOUBLE DIGITAim for a minimum

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

@rohitdadwal

Key Questions




SMoX also highlights mobile best practices

Format Location Time of Day Creative

Mobile Video

TV

40

100 100

450Better ROI!

Effectiveness at

low frequencyPrice

Save video creative would produce stronger results vs.. TV with lower cost

@rohitdadwal

How can I make my mobile investment

work harder?

Optimization area

1. Optimize by Format

2. Leverage Location targeting

3. Leverage Context targeting

4. Build on Creative

Total

ROI Upside

20%-40%

20%+

20%+

40%-60%

+100% to +160%

@rohitdadwal

Apply learnings: Increase in impact would then push the optimized level of mobile spend up


8%9%

10%

16%

12% 12%

15%

20%

0%

5%

10%

15%

20%Mobile Optimized Optimized with Best Practices

Mobile optimized in

mix moves to

15% to 20%

10-15%

15-20%

@rohitdadwal

And with BEST PRACTICES for Mobile,it can be really powerful driver

7%

15%

4%

12%

+17%

+29%

+7%

+18%

0%

5%

10%

15%

20%

25%

30%

MasterCard Walmart Coke-Gold Peak AT&T

Mobile Optimized

Optimized with Best Practices

Campaign performance

increases

+50% to +90%

2.6M0.9M 1.6M ~3.7M

3.9M

2.2M

3.1M

~6.5M

@rohitdadwal

Mobile at 15%Assumes no constraints in the optimization process

64%

14%

6%

15%

Optimizing media in China to increase sales is goal 15% into mobile channels

OOH

TV

DIGITAL

MOBILE

@rohitdadwal

Increase in Profit

16%

Mobile at 15%No constraints in the optimization process

Reallocation to mobile could generate double digit increase in PROFIT generated from campaign

@rohitdadwal

Key Questions




Mobile drives results across the ENTIRE purchase funnel

Aim for a double digit mobile allocation in your total marketing mix (15-20% plus)

Optimizing your mobile investment can increase its impact by up to 160%, maybe more

@rohitdadwal

Mobile advertising is highly effective.

We now have proof.

And Brands are missing that opportunity.

What we know now as fact is…..

@rohitdadwal

So does Mobile work in Indonesia too?

?


@rohitdadwal

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

1. Get connected to mobile industry solutions

• MMA’s Resources - education/webinars/events

2. Do your own study(s) or support them

3. Reallocate now - Success is in 1st mover advantage

• Projected to increase Market Capitalization +5%

Jack Welch Once Said…

There are only two sources of competitive advantage:

• “the ability to learn more about our customers faster than the competition and;

• “the ability to turn that learning into action faster than the competition”.

@rohitdadwal

[email protected]

@rohitdadwal

Documents

@rohitdadwal. Rohit Dadwad-Finall… · SMOX is revolutionary global research initiative @rohitdadwal. 1 4 5 Leveraging Mobile ... KPIs, perceptual or behavioral Regression analysis