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MOBILE handbook series
how to
get started in
MOBILE
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CREATIVE
CUTTING EDGE
Introduction
By
Alex Kozloff,
Mobile Manager,
IAB
Do you want to be a record breaker?
Year on year, mobile continues to flourish, indeed the mobile internet
grew at the fastest rate on record in 2010, with 19.4m people using it per
month in December 2010. Now, more than ever. really is the best time to
hop aboard the mobile train!
An increasing number of key developments over the last few years,
particularly during 2010 have led to smartphone ownership increasing by
58%. Mobiles are now seamlessly integrated into consumers’ lives, for
example, 30% of overall Google restaurant enquiries were made via the
mobile internet, likewise 17% of automotive queries and 16% of consumer
electronic queries all came via the mobile internet – figures too valuable to
ignore.
It would appear that more advertisers than ever before agree. Mobile
adspend was up 116% from 2009 to 2010 on a like for like basis. The
range of advertisers using mobile to benefit their brands is also becoming
increasingly broader as more mainstream brands from sectors such as
finance and consumer goods are realising mobile is not a tool to be missed.
When it fits mobile, can offer a wealth of benefits to brands, many have
caught on and are already reaping the rewards. 2011 really should be
the year to take mobile seriously. This guide will provide you with the
confidence and foundations to ‘get started’ in mobile, ensuring your brand
doesn’t get left behind.
How to get started in Mobile
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1
how to
get started in Mobile
Contents
how to
set your objectives 3
how to
understand your consumers 5
how to
brief your agency 10
how to
read results 14
how to
get the basics right 18
2
Setting your objectives
By
George Dixon,
Mobile Manager
& Senior Digital
Planner,
MediaCom
Many mobile practitioners, myself included, will happily tell you that
almost a quarter of the UK’s online browsing time is performed via a mobile
phone. They will also be keen to tell you that 36% of the population now own
a smartphone, which means they carry a handset in their pocket that offers
them an easy way to engage with nearly every aspect of the world wide web.
If you are going to set yourself realistic and practical objectives these are
statistics and facts you need to try not to get hung up on.
Although they are very important, if you build your mobile campaign around
these facts it is very likely that you will begin with a final destination in mind
that limits the rest of your campaign, such as producing an app. Not strictly
a bad thing, an app can help you fulfil your objectives, but it is important that
you consider everything else first.
When planning mobile it is important that you approach it the same way as
any other media channel, whether you are producing a broad media strategy
that incorporates TV, press, online and outdoor or just mobile alone. Treat it as
you would any other channel, this helps you keep your options open.
How to get started in Mobile
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1
For many clients we have a frame work that shows campaigns and activations
for the year (or even longer term) and which media fits each and how. For
mobile I start with the same frame work, again, as I would with any other
channel. For a larger client like Sky this may be very large, but it is important,
as this will help keep mobile from being considered last minute as an extension
of the internet on a smaller screen. You will quickly see how it can deliver parts
of your campaign that you would usually reserve only for other channels.
Broken down simply this has led us to successfully test mobile with clients
like RBS Insurance. We know how effective brand activity can be at raising
awareness. Traditional DR channels, working in partnership with brand, can
take advantage of that raised awareness and drive quotes to phone or site.
But as people’s media habits change it is harder to reach everyone in the right
place and at the right time, mobile was easily included as a direct channel, with
click to call or a mobile optimised site.
This is a good example of mobile evolving a media plan, in order to reach an
objective. For RBS Insurance it is important to remain front of mind for our
target audience, using time of day and day of week targeting to plan and buy
our media. We are also tasked with maintaining the perception of the brand
as a market leader and innovator, and mobile allows us to achieve this as
an emerging channel but also as an immediate touch point that consumers
can engage with when they are triggered by other media or would usually
be wasting time waiting for a train. What better way for a consumer to take
advantage of this idle time at a train station on a Monday afternoon, than to
sort out insurance quotes triggered by a mobile banner or even a QR code?
Leading on from this it’s important to investigate each of your audience’s
usage of mobile and how it combines with other media in this way. The
IAB’s research into mobile in the media day is incredibly insightful in this case
and it demonstrates a consumer’s habits when using mobile on its own or
responding to advertising and other content. Mobile can then be planned to fill
gaps left by other media, delivering something unique other channels couldn’t,
as well as work with other media to reach the campaign objectives.
It is only when you understand how mobile fits within your plan and within
the lives of your target audience that you can begin to set its objectives. This
objective may be reached via a mobile site or app, perhaps even driving
downloads of that app. Possibly driving greater engagement with your brand
using rich media on mobile sites or driven from print by a QR code. But the
app production or use of a QR code cannot be the objective, planning mobile
from day one helps avoid this.
4
How to understand
your consumer
By
Lee Blyth,
Mobile Advertising
Specialist,
Microsoft
Advertising
Our ability to understand mobiles ever growing audience is becoming
easier than ever. Our view in the UK is proving less fragmented now than
other EU markets due to great reports from both comScore, GSMA and IAB research. We also have mobile search analytics, supplier side
targeting and new tools that allow real insights into consumer behaviour,
and the full range of mobile activities conducted thoughout the day. A great starting place in understanding this behaviour is via the IAB’s recent
‘Mobile and the Media Day’ report. This report examines the 24hr period
of mobile media usage and makes interesting conclusions of mobile users
at rest, work & ‘out and about’. How to get started in Mobile
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1
A sample of key findings can be found below:
• Mobile media usage peaks 6-9pm
• Mobile media sees increased usage on weekdays
• Mobile browser is the dominant method of access (internet).
Mobile media usage peaks 6-9pm
4
No. of mobile media usage occasions
18
Average number of mobile media
usage occasions
3.8
3.6
3.4
3.2
total mobile
media usage
occasions per
day
3
2.8
2.6
2.4
2.2
2
0-9am
9am-12pm 12-3pm
3-6pm
6-9pm
9pm-12am
Source:
IAB, Mobile and
The Media Day
Research, 2011
From this report it’s clear that the mobile audience is more active at home in
the evening, weekdays, consuming and multi-tasking media after 6pm. And
of course it’s a different story out and about. Social media, entertainment and
‘boredom’ are the most popular drivers of evening mobile media usage. More
importantly, we can finally see the view that mobile above all media holds our
attention for longer periods of time, eclipsing TV and even our trusty laptops.
6
PG.6
But mobile holds consumer attention
for the most part
Can you score each media in terms of your attention level out of a total of 100.
50
Average engagement score
45
Source:
IAB, Mobile and
The Media Day
Research, 2011
mobile media
TV
3.4
Newspaper/
magazine
35
Radio
30
PC/laptop
25
20
6-9am 9am-12pm 12-3pm
3-6pm
6-9pm 9pm-12am
Overall the 5 key implications of the report state:
1
18 mobile media occasions on the average day
Consumers are using mobile media as part of their daily routine. Having
a mobile presence is a hygiene factor
2
69% accessed content via browser
It’s not all about apps! Brands need to ensure their site works on mobile
3
Mobile is an evolving companion
Mobile present’s brands with different opportunities throughout the daymake sure your offering fits with what consumers need
4
40% agree they often use their mobile if they see an interesting ad
Mobile should be considered in all advertising campaigns as a potential
response mechanism
5
27% used their mobile in the week because it was their first
choice of media
Brands will benefit from thinking ‘mobile first’ rather than mobile last, to
keep up with consumer demand.
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1
Having reviewed our mobile audience it’s clear we need to engage them
across browser environments primarily (in addition to app’s), realising its
‘always on’ 24/7 and be aware mobile is becoming the primary media
device of choice.
Audience Targeting
Connecting with this audience now is becoming increasingly simplified as
most large publishers, service providers and media players allow extensive
targeting across their audience segments, and mobile assets.
Brands need to think about the range of targeting options available on
mobile, which broadly speaking is more comprehensive than current web
options.
As we’ve learnt, unlike the PC, the mobile phone is the most important
and personal device available, it’s a chance to connect to the consumer
one-to-one. Thinking about this personal 1:1 communication opportunity
is key. This is only valuable if you know who you are talking to!
Any form of targeted advertising works better than generic ‘billboard’ ad’s
pointed at the masses – the same rules apply to mobile.
Brands should consider the below options when planning mobile activity
• Age & gender of consumer
• Specific mobile device choice (to optimise experience)
The consumer ‘device choice’ expands the opportunity for brands to
communicate from mobile browser, app environments and execute new
‘rich media’ ad formats.
It could be argued that the younger audience segment has the greatest
opportunity to be ‘wowed’ with impactful creative subsequently shared
socially with their friends. Brands should be aware of the opportunity this
represents for viral and social sharing, and look to include a social element
for this audience.
8
PG.6
Another increasingly important option is ‘behavioural targeting’. Technology
exists to target consumers based on internet behaviour and apply those
segments to mobile marketing campaigns.
At Microsoft we’ve followed the learning’s from our web business and
unified targeting options across both mobile & web. This allows for simplistic
campaign planning across two screens.
Demo
Targeting
Device
Targeting
3rd Party
Impression
Tracking
Geo
Targeting
Frequency
Capping
Day Part
Targeting
Carrier
Targeting
Behavioral
Targeting
Concise audience targeting is the future of mobile marketing as mobile
publishers evolve to offer new solutions to advertisers including ‘Experian’
mosaic profiling and eventually re-targeting. This is moving away from
mobile providers that offer assumptions of consumers, where real data
isn’t available.
It’s fair to say mobile targeting will eclipse web campaigns shortly, and be
viewed as the primary method of 1:1 consumer communication. Our devices
are shaping up to become more powerful, cheaper, with faster networks on
the horizon. In two years we’ll see more internet users on mobile than the
PC (Morgan Stanley) which is an amazing thought to linger on.
How to get started in Mobile
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1
How to write
a mobile brief
By
Marks and
Spencer
Briefing shouldn’t be just about delivering the brief but the
collaboration between the brand and agency to make sure they are on
the same page. So, discussing the brief, evaluating and agreeing on the
final brief are an important part of the process. Without these steps you
might end up with an agency delivering something that doesn’t meet your
expectations. Any good agency should have a ton of questions, some
which might change the original brief.
10
Things to consider including:
The basics:
• Objectives
• Markets (e.g. UK)
• Timings
• Budget
• Importance to the business
• Any specific formats or devices
• Sign off process & requirements
And then detail:
• Background:
Information that puts the campaign in a business context e.g. market
information such as “an increasingly competitive market and sales are
decreasing YOY....”. An agency that understands your business, the
business challenges and objectives are more likely to give you the right
solution
Competitor information, if a product specific campaign include any
competitor analysis on the product - most agencies are able to get this
themselves but sometimes bigger pieces of research are carried out
that will be worth sharing
• Task - Provide context for the campaign
hat is the purpose of the campaign/project (this could be simply to
W
learn)
If mobile is part of a bigger campaign, provide the ATL and digital
strategy. Putting the campaign into context of other activity will help to
define mobile’s role, which in many cases will be different to the others.
It can also help to bridge gaps in the campaign!
hat will the user journey be likely to be (e.g. ideally the call to action
W
should take the customer to a mobile website, if not then what?)
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1
Media laydown from other channels
Creative assets / concepts from ATL/digital. This is to make sure
that everything is integrated, not necessarily looking/doing the same.
You’ve got to take advantage of the strengths of each channel.
Mobile is a more personal environment so you’d not expect it to do or
communicate in the same way as ATL for example
Redemption mechanic, if there is an offer and any technical or operational
challenges about using a mobile to do this in a store environment e.g.
scanning at PoS or manual numeric entry by a service agent
Product details and alternatives if these are out of stock
Channel/format specific requirements e.g. for SMS what time the
broadcast should be, no earlier than 8am and no later than 8pm
Brand & copy guidelines and how far these will flex to a small screen
(for example, not every logo looks great on a small screen, there may
be less elegant degradation across screen sizes!)
What will success look like, and how will it be measured / KPIs?
What needs to be tracked and how – some tracking may not possible
Learnings from past campaigns along with previous assets - if the
agency on record they’d of course have that already
Any legal considerations (opt in’s, Ts&Cs and where these need to be
available, any specifics about the offer wording)
• Target audience - Bringing the customer to life
ho are we talking to? Demographic, attitude, lifestyle - try to go
W
beyond just demographic (personas are great - if done for online it is
worth sharing)
What do we already know about their mobile behaviour (site stats) and
handsets and mobile media consumption? This is very important as
not all campaigns can cover all handsets due to them having different
formats.
Any barriers to engagement with the campaign the customers might
have
12
• Sign-off
It is always good to agree a robust and clear signoff procedure in
advance – and this may include the creative and legal elements –
timings need to accommodate this.
Cautionary notes
• Different agencies are good at different things, but some agencies deliver
the best results when they have been given a problem rather than the
solution. That’s when their expertise and creativity really shines and you
get some amazing work.
• Finally, this is a mobile brief, but sometimes it is not the right solution, like
with anything another channel might do the job better. Make sure you
ask yourself why mobile is the best place to carry out this campaign in
this way.
How to get started in Mobile
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1
How to read results
By
Kelaine Olvera
Director,
Marketing,
Velti
The mobile industry has been built on accountability, measurement
and value and can provide data often missing in both traditional and
other forms of digital marketing. So once you have launched the app,
pressed play on the SMS campaign or included your short code on your
TV advertising, what do you do next? How do you know whether the
campaign has been a success?
The best place to start is to understand what you can measure and then
work out how to do so. If you can measure success, you can measure
ROI. But what does success look like? Just as in the traditional media
world, a mobile campaign without objectives is a waste of marketing
budget. Are you looking for brand awareness? Are you looking to build
an opt-in database? Can you measure success on the number of app
downloads or mobile top-ups if you are an operator? Is it about churn or
14
average revenue per user? Work with your mobile partner to figure this out
first – if you know where you are going, you know when you have reached
your destination.
Source:
Velti’s mGage™
So, what can you measure? The mobile channel’s personal nature means
you can measure everything – from mobile site visits to time period,
geography, operator, device, model, screen, user journey, repeat usage to
name just a few variables. With a robust analytics tool you can even go
beyond measuring surface statistics to gaining a deeper understanding of
how and why someone is using your application. Examples of more robust
application reporting include funnel analysis to illustrate how customers
navigate the app, measuring social sharing to understand which aspects
of the app are most interesting or useful, correlating demographic data
with user behaviour which can be used for mobile CRM and targeting,
and tracking time and location together which will give insights into how
the app is being used. The key is to ensure a fully integrated mobile
campaign, getting appy happy will only take you so far, you can measure
downloads – but then what?
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As a general rule of thumb – apps are developed to create customer
engagement, loyalty or purchase consideration. But if building an app is
all you do, the investment will deliver limited results. You need to consider
how you will encourage users to download the app. You need to increase
awareness through the mobile channel but also from traditional media
such as TV, print and outdoor advertising using mobile short codes – an
integrated campaign will make each channel work harder.
Once your potential or existing customer has downloaded your app, you
need to build a relationship with that customer. Leverage the data and CRM
capabilities of platforms such as Velti’s mGage™, Overture, Webtrends and
Google Analytics. According to a 2010 survey by GkK NOP, the average
British smartphone user downloads 15 apps to their handset, keeps 12
of them and uses five daily. So beyond creative and concept, what can
you do ensure you are one of those five? The key is flexibility, monitoring
feedback data and amending the campaign in line with that feedback.
At this point, the app can become an integrated reinforcement vehicle
for all marketing contacts through both traditional and mobile media,
supported through multi-channel communications that remind users of
the unique opportunities and incentives the app makes available. Reports
and analytics give you the insight to understand how customers are using
the app, where it’s falling short, and how to deliver an even better mobile
experience to support your marketing objectives.
16
Source:
Velti’s mGage™
The right data helps you to make metric-driven decisions to refine every
aspect of your mobile marketing and advertising campaign. A platform
that provides in-campaign optimization is invaluable – the ability for you
to monitor and adjust your mobile campaign while in progress. Empirical
evidence and a clear view on success and ROI makes the mobile
channel a manageable one, less risky and more likely to warrant a bigger
investment. To date, an industry-wide measurement platform has been
out of reach. The prolific and fragmented nature of the feedback data
delivered through differing reports from ad networks to agencies has
simply resulted in a big pack of confused and useless data.
Through the use of analytic tools mentioned previously comprehensive
reports across your end-to-end campaign and over multiple modules
provide meaningful visibility on campaign performance to enable
continuous optimisation throughout the lifecycle of your campaign.
The old adage, ‘knowledge is power’ really is key when it comes to the
mobile channel. Whether brand awareness is the objective or direct
response to a specific call to action, if you gather the right data and
are able to analyse it in the right way, mobile will become a much more
powerful part of the mix.
Source:
Velti’s mGage™
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How to get
the basics right
By
James
Stewart,
Mobile Analyst,
TigerSpike
If they’re not doing something in mobile already, some or all of your
competitors are likely to be busy planning their mobile strategy this
year. It’s becoming increasingly clear that the way people interact with
technology is rapidly evolving. Those brands and businesses who fail to
act upon the new opportunities brought about by mobile and personal
media will, sadly, begin to lose their competitive edge.
The fast moving world of mobile, whilst exciting, can also appear daunting
to the newcomer. In addition, the recent surge in the rate of technological
innovation shows no signs of slowing, which only serves to make it
increasingly difficult to stay abreast all of the latest developments. 18
Hopefully this handbook has already provided you with some useful tips,
pointing you in the right direction with setting objectives, understanding
your consumer, briefing your agency and reading the results. Here we’re
going to provide a high-level summary of how to get yourself ‘mobile
ready’. We’ll also list some important questions – about your customers,
your brand and your marketing mix – that you should ask yourself when
planning your mobile strategy. These are all designed to help ensure that
any investment you make brings you the best returns.
So, if you’re thinking of developing your mobile strategy in 2011, then here
are TigerSpike’s four steps to success:
Step 1 – Define your objectives
You should have a clear idea of what it is that you’re trying to achieve. Be
sure to research your target audience.
Key considerations
• What are the most common platforms that your customers are using?
• How will mobile compliment your current marketing mix?
• What are your key success metrics?
Step 2 – Identify the right technology for your strategy
Be careful not to do the reverse by letting technology drive your strategy.
Also ask yourself whether your business is set up to serve your mobile
requirements. For example, are data feeds in place and has content
already been created?
Key considerations
• Can you deliver your required objectives through a mobile site or an app?
• D
o you need to outsource design, development and testing, or can you
deliver it in-house?
• What needs to be prepared in-house first? e.g. data feeds
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Step 3 – Plan your mobile marketing
You will make a significant investment in the development of your
application or mobile site, both in terms of time and money, so make sure
you integrate promotion of it into your marketing plan.
Key considerations
• H
ow can you use your development roadmap to create buzz around
your app or site?
• How will you raise awareness amongst your target audience?
• If promoting an app, what mechanisms within each app store (Apple,
Android, Nokia, etc.) do you need to understand to ensure your app is
highly rated and visible?
Step 4 – Evaluate
Be sure to build in excellent analytics from the outset. This will allow for solid,
data-led decisions in the future. It’s important to listen to user feedback
and evolve your site/app accordingly. You must also now integrate your
mobile product roadmap into your overall marketing plan.
Key considerations
• How will you capture and implement user feedback?
• What analytics will be useful to you? Know this before you start
• How do you plan to evolve the site/app from day one?
Acknowledgements
For more information on
mobile please contact the
IAB or any of our members.
Jon Mew,
With thanks to our sponsor
20
Director of Mobile &
Operations, IAB
[email protected],
0207 050 6969
Experian
Movement
Google UK Ltd
NAVTEQ Media Solutions
Guardian News and Media
OMD
Incentivated
On Device Research
Jason Cross
[email protected]
Alistair Hill
020 3239 2598
Incentivated
OpenMarket
Robert Thurner
[email protected]
David Sheridan
07540 572 123
InMobi
Sky Media
Lucidity Mobile
Somo Agency
Alex Kuhnel
[email protected]
Nicola Rennison
[email protected]
Mobile
Directory
Richard Chambers
[email protected]
4th Screen
Tina Taylor
02079215560
Rob Jonas
020 7470 7475
AdMob /Google
Matt Brocklehurst
[email protected]
Addictive
Simon Andrews
[email protected]
Adfonic
Paul Childs
[email protected]
Blismobile Media
Greg Isbister
[email protected]
comScore, Inc.
Jeremy Copp
[email protected]
Deutsche Telekom
James Rowe
[email protected]
Everything Everywhere
(Orange and T-Mobile)
Julie Fairclough
Julie.fairclough@
everythingeverywhere.com
David Fieldhouse
[email protected]
MediaCom
Peter Fyfe
[email protected]
Mediamind
Clive Baker
[email protected]
Mandeep Mason
[email protected]
Alex Newman
[email protected]
Tim Hussain
0207 705 4616 | 07958 318960
Andrew French
[email protected]
Three
Joanna Restrick
[email protected]
TigerSpike
UK Sales Team
[email protected]
Joshua Heyneke
[email protected]
020 7148 6600
Microsoft Advertising
Velti
Paul Lyonette
[email protected]
millennialmedia
Zac Pinkham
[email protected]
MobiAD News
Jim Cook
[email protected]
Mobile Commerce Ltd
Steve Page
[email protected]
Kelaine Olvera
[email protected]
Yahoo!
John Tigg
020 7131 1691
YOC
Gary Danks
[email protected]
Yodel Digital
Justyn Lucas
[email protected]
MOBILE handbook series
Internet Advertising Bureau
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London WC2B 5NF
t +44(0)20 7050 6969
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