GETTING MOBILE RIGHT GROW YOUR BRAND THROUGH MORE EFFECTIVE MOBILE MARKETING
THE MOBILE CHALLENGE: GREAT OPPORTUNITY REQUIRES A GREAT STRATEGY
In the US alone, marketers are projected to invest a total of $19.8 billion1 in mobile marketing in 2015, but many are still struggling with the optimal approach. Executives and tactical managers alike are grasping for insights into how to put mobile to its best use and what impact mobile is having on their brands. We’ve found three major questions that marketers are asking to better understand how mobile can propel their brand and not become a vulnerable blindspot:
1. Where and how can marketers reach consumers on mobile? 2. How can marketers engage consumers with mobile advertising? 3. How can marketers increase their share of mobile consumer activity? Read on to understand what your brand needs to do to Get Mobile Right.
1
Source: Mobile Marketing Association 2014
MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT
2
SETTING THE STAGE Mobile has fundamentally changed the media landscape by increasing the opportunities for marketers to reach their consumers, but many brands are not adapting their marketing plans fast enough to take advantage of these changes. Mobile now surpasses TV as the most-used screen among multiscreen audiences. Multiscreen audiences in the US consume an average of 147 minutes of TV per day compared to 194 for mobile devices (smartphones and tablets) – this is a major opportunity for marketers.
DAILY SCREEN USAGE (US) IN MINUTES
194 147
43
TABLET
151
SMARTPHONE
103
TV
2
Source: Millward Brown’s AdReaction 2014: Marketing in the Multiscreen World
LAPTOP
MOBILE
MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT
3
HOW DO CONSUMERS USE MOBILE DIFFERENTLY THAN OTHER DEVICES? Smartphones are used as the “do-it-all” device, especially for people who don’t have a laptop or tablet. They are used largely for connecting through social media, texting, email, etc. Of all
SCREEN USAGE DURING THE DAY (US) 40%
devices, it is the one that consumers use consistently throughout the day. Tablets are used most often as an entertainment tool, specifically while on-the-go. They are used for activities such as
35%
30%
25%
social, email, video, or alternative content while watching TV, largely in the evenings. It comes as no surprise that TV is used for entertainment and
20%
15%
background noise while performing other tasks. Because of this, TV continues to be used largely after the workday ends. Finally, laptops are used for productivity, specifically for working, searching, or shopping online. They are used when something needs to be done quickly, or when several things need to be
10%
5%
0
6AM-9AM
9AM - 12PM
12PM - 3PM
3PM - 6PM
6PM - 9PM
9PM - 12AM
12AM - 6AM
done at once, and are most often used during the workday.3
SMARTPHONE
3
Source: Millward Brown’s AdReaction 2014: Marketing in the Multiscreen World
TABLET
LAPTOP
MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT
TV
4
THE MULTISCREEN PHENOMENON
Of course, these devices are not used in isolation. Multiscreening is a relatively new phenomenon – consumers on average consume 444 minutes of content in a 314–minute period. Of the 194 minutes that consumers spend using their mobile devices (smartphones and tablets), 47% of that time is spent simultaneously with TV. The remaining 53% is spent using each device separately. Each of these activities brings different challenges for marketers as they seek to target mobile content.4
So what does this mean for marketers? To achieve success in our multiscreen world and make the most of each device, brands need to be consistent across screens and deliver a cohesive message; be connected across screens, taking advantage of the trend for consumers to mesh and stack; be conscious about which screen is used to deliver content (keeping in mind the different use cases of each); and of course, be concise.
4
Source: Millward Brown’s AdReaction 2014: Marketing in the Multiscreen World
MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT
5
WHERE & HOW CAN MARKETERS REACH CONSUMERS ON MOBILE? Understanding where and how consumers use mobile is critical for successful engagement. In this section we’ll focus on three of the biggest trends influencing usage: location, social, and mobile app vs. browser.
LOCATION MATTERS Location is quickly becoming the most important factor in mobile advertising as marketers experiment with location-based advertising to target consumers and drive purchases. Now that consumers can use mobile to shop wherever they want, where are they doing it? The majority use mobile to shop at home. In addition, nearly one-third of consumers perform shopping-related activities on their mobile devices while in a store.5 Understanding how mobile interactions shape the in-store shopping experience is becoming a necessary component of effective campaign planning.
WHERE ARE PEOPLE SHOPPING ON MOBILE? 72%
AT HOME IN-STORE
34%
AT WORK
34% 26%
TRAVELING/ OUT OF TOWN AT A FRIEND’S HOUSE
18%
DINING OUT
17%
COMMUTING OTHER 5
Source: Millward Brown Digital’s Retail Study 2013
16% 2%
MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT
6
CONNECTING THROUGH SOCIAL MEDIA With nearly three-quarters of adults aged 18-44 accessing a social network daily, and smartphones being the most-used device to access them,6 the interplay between social and
WHY DO CONSUMERS ACCESS SOCIAL NETWORKING SITES WHILE IN STORE? PEER FEEDBACK 15%
mobile is a trend that marketers can’t ignore. DISCOVERY 39%
Leveraging social media will continue to be an important part of consumer engagement. Twenty-three percent of shoppers that use a mobile phone in-store use a social network. More
ENTERTAINMENT 17%
importantly, more than half of them use the social network for product or brand discovery or peer feedback rather than for socializing.7 This means that social networking is an influential touchpoint in the shopping process and needs to be factored into marketing plans.
6
Source: Millward Brown Digital’s Digital Communications Study 2014
7
Source: Millward Brown Digital’s Impact of Mobile & Facebook while Shopping Study 2014
SOCIALIZING 29%
MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT
7
MOBILE APPS VS. BROWSING THE WEB In a world of limited resources, we’ve discovered a new debate among marketers: should they invest time and budget in an app or mobile browsing experience? Our research shows that the short answer for most ecommerce brands is both. The majority of consumers use both apps and browsers when mobile shopping. Additionally, 72% of consumers who use shopping apps have fewer than five of them installed on their phones.8 This raises the bar for the quality of in-app consumer experience needed to make the short list and increases the need for brand websites to be found through mobile search. Ultimately, this means that apps, mobile websites, and mobile search strategies need to work seamlessly for a best-in-class mobile user experience.
ARE CONSUMERS USING APPS OR BROWSERS TO SHOP? APPS
19.7%
BOTH 46.2%
BROWSERS 34.2%
8
Source: Millward Brown Digital’s Retail Study 2013
MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT
8
HOW CAN MARKETERS ENGAGE CONSUMERS WITH MOBILE ADVERTISING? Mobile has proven to be a very effective advertising channel: the average mobile campaign is two to four times more effective than PC-based online media campaigns at impacting metrics such as Brand Awareness, Brand Favorability and Purchase Intent.9
+4.3
+2.1 +3.6
AD AWARENESS
+10.5 MOBILE
AIDED BRAND AWARENESS
MESSAGE ASSOCIATION
+7.6 +2.8 +3.5
+2.0
BRAND FAVORABILITY
+1.2
PURCHASE INTENT
+0.9
DESKTOP
But that doesn’t mean that all mobile advertising is guaranteed success. As with all advertising, the effectiveness of mobile advertising largely depends on two factors: developing the right creative and making smart targeting and placement decisions.
9
Source: Millward Brown Digital’s Mobile Creative Best Practices 2014
MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT
9
DEVELOPING THE RIGHT CREATIVE Developing creative that resonates with target consumers is tricky in mobile due to the small space and personal nature of the platform. In this section we’ll review key guidelines to keep in mind while developing creative for two important types of mobile advertising: display ads and video ads.
DISPLAY ADS Through our years of experience measuring the effectiveness of display ad campaigns, we can say that the best-performing ads consistently feature consistent branding, a simple color palette, a focused message, and a perceived value to the consumer.
BEST–IN–CLASS BANNER ADS
1. Consistent branding: A clear, full logo present in every frame of the ad is the most effective. 2. A simple, bold, legible color palette: Consider using at least one bold color. 3. Short, focused messaging: The most successful ads use no more than two messages (including a tagline). 4. Offers with tangible value: Consumers are more willing to tolerate marketers’ presence if they receive something in return (such as coupons, games, or useful information).10
10
Source: Millward Brown Digital’s Mobile Creative Best Practices 2014
MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT
10
VIDEO ADS Through our recent research with Tremor Video and the Mobile Marketing Association, we’ve found that there are five foundations to effective interactive mobile video advertising:
1. Intrigue consumers by starting a story but not telling the whole story. 2. Combine mobile video with an interactive layer to bring branded content to viewers rather than pushing them away with “tap-out” features. 3. Develop simple and clear messages that cascade cleanly from the mobile video into an interactive layer with further information. 4. Don’t dumb down just because the screen is smaller – build on the connection consumers already have with their mobile devices and aim for a strong emotional response. 5. Think about likely viewing scenarios (not just in the living room but also on-the-go) when deciding on creative and targeting.11
Given the potential impact, marketers are increasingly challenged to understand how well their campaigns perform so they can iterate and learn which creative tactics are most successful for their brand. As mobile advertising consumes a greater percentage of the advertising budget, the stakes become even higher to demonstrate ROI.
11
Source: Millward Brown, Tremor Video, and MMA’s Crème de la Crème: A Guide to Creating Successful Mobile Video Advertising Units 2014
MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT
11
MAKING SMART TARGETING AND PLACEMENT DECISIONS The other factor in effective advertising is media placement. Better media targeting is often cited as one of mobile’s strengths as an advertising medium. We see that on average, mobile campaigns deliver within the target audience just over half of the time, compared to one-third of the time for online.12 Our research indicates the best creative, delivered on-target, will achieve greater success, while poor creative shows poor results regardless, but particularly when targeted inefficiently. Clearly, synergy between creative and media is key. It is important for marketers to understand how to target their creative efficiently in order to have the biggest impact on their brands.
MOBILE CAMPAIGN PERFORMANCE: AMONG TARGET VS. OUTSIDE OF TARGET
AMONG TARGET OUTSIDE OF TARGET
42.1 37.6
BEST MOBILE PERFORMERS
32.5
Percent Impacted: Delta (Δ)
21.9 16.2 15.6
WORST MOBILE PERFORMERS
-1.2
-1.9
Percent Impacted: Delta (Δ)
-1.7 -3.6 -5.3 -8.6
MOBILE AD AWARENESS 12
Source: Millward Brown Digital’s Mobile Creative Best Practices 2014
MESSAGE ASSOCIATION
PURCHASE INTENT
MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT
12
HOW CAN MARKETERS INCREASE THEIR SHARE OF MOBILE CONSUMER ACTIVITY ? Lastly, in order to achieve a holistic mobile picture, marketers
THIRD PARTY AUTO SITES:
must view their brand’s mobile presence within the context of
UNIQUE VISITOR MARKET SHARE FEB-APR 201413
their competition. As mobile accounts for a larger share of the 35%
consumer touchpoints along the purchase journey, and with many competitors vying for limited consumer attention, increasing
30%
share. We conducted a study of third party auto sites to uncover mobile consumer patterns across desktop and mobile and to understand the implications for brands. Mobile visitation trends, benchmarked against desktop visitation, illustrated the relative
MOBILE UV SHARE
mobile share is becoming an important driver of overall market
MOBILE SHARE POSITIVE IMBALANCE
25%
AUTOTRADER CARS.COM EDMUNDS
20%
KBB
15% YAHOO AUTOS CARANDDRIVER.COM
10%
strengths and weaknesses of major third party auto sites across platforms. A positive or negative mobile share imbalance does not dictate success or failure, rather these types of insights are incredibly valuable for helping marketers facilitate their own budget allocation, plan strategies to increase share, and stand apart from
MOBILE SHARE NEGATIVE IMBALANCE
MOTORTREND IMOTORS
5%
0 0
5%
10%
15%
20%
25%
30%
35%
DESKTOP UV SHARE
the competition.
13
Source: Millward Brown Digital’s Automotive Mobile vs. Desktop Webinar 2014
MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT
13
FINAL THOUGHTS Mobile is a critical component to any consumer-driven marketing strategy. But this is obvious. The struggle for marketers isn’t deciding whether they should invest in mobile marketing or not; it’s understanding how to utilize mobile’s strengths as a marketing platform to best support their brands. We’ve covered the three main questions that marketers face in dealing with this: where marketers can reach consumers on mobile devices, how marketers can engage consumers with mobile advertising, and how they can increase their share of mobile consumer activity versus their competitors. With so many inputs impacting smartphone usage, marketers need to understand which touchpoints consumers engage with the most on mobile devices (such as social media, apps, search, etc.) in order to reach them in the most cost-effective and impactful way. When it comes to mobile advertising, the synergy between clear creative and effective media placement is key to engaging consumers. Finally, marketers need to continuously benchmark their brand’s mobile performance against competitors to develop a best-in-class mobile experience and grow their share of mobile engagement. At Millward Brown Digital, we believe that marketers need deep insight into these areas in order to engage their consumers and get mobile right. And once marketers get mobile right, they will be one step closer in their path to getting digital right.
MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT
14
About Millward Brown Digital
Millward Brown Digital is the world’s leading digital expert in helping clients grow great brands. Millward Brown Digital delivers comprehensive digital solutions to help advertisers, agencies and publishers increase marketing effectiveness and drive brand growth. Integrated behavioral and attitudinal solutions help marketers identify, understand and engage consumers, plan and optimize media and increase total brand performance. Millward Brown Digital operates within Millward Brown North America and is part of Kantar, WPP’s data investment management division. For more information please visit www.millwardbrown.com/digital or contact us at digitalsolutions@millwardbrown.com.
#GETTINGMOBILERIGHT MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT
15