Media Economy Report Vol. 02
Media econoMy RepoRt
Vol. 02 January 2013
Š 2013 MAGNA GLOBAL USA, Inc. All Rights Reserved All property, including trademarks, are the property of their respective owners and have, as applicable, been licensed for use.
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Media Supply
Demand
Magna global
New Value Drivers
The UlTimaTe mobile Deep Dive
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The Re-imaginaTion of MoBiLe In 2002, mobile phones overtook fixed-line phones.
This will become the war of the walled gardens for the
2013 will become the year that the number of mobile
hearts, minds, and wallets of consumers.
Internet devices (smartphones and tablets) exceeds fixed-line Internet devices (PC and laptops).
For publishers, there is a lot at stake. The move to digital has seen erosion in average eCPMs across every
This heralds a new dawn for both communications and
traditional medium. Many publishers have taken bold
marketing.
steps to develop new native formats that encompass more impactful ad units. Programmatic media buying is
As this change accelerates, we’re seeing a re-
finally here to stay, and both demand and supply-side
imagination of almost everything. The potent culmina-
teams are reaping the rewards of trading digital inven-
tion of mobile broadband speeds and increasingly more
tory more effectively and efficiently.
capable smartphones is enabling consumers to invent and experience new ways of doing almost everything—
We look forward to an exciting 2013 as we continue
enjoying full-length movies on tablets, immersing in
to evolve the forces influencing value in the media
music, photos, and restaurant reviews on the go; even
marketplace.
ordering a car service. You can find more information and provide feedback at This brings an unprecedented opportunity for brands to
magnaglobal.com, or by following us on Twitter
go beyond standard messaging and enable consumers
@magnaglobal.
with greater utility and service value. Enjoy! Although the opportunity is clear, the environment that supports it is in flux. The distribution of content, expe-
Quentin george
riences, and applications will likely happen in mostly
Chief Innovation Officer
closed eco-systems represented by Google (Android),
IPG Mediabrands
Apple (iOS), Microsoft (Win8) and Amazon (Kindle); each complete with their own content stores, apps platform, network storage, and device access.
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Page 3
Devices and Apps are driving explosive growth Page
deMand Fasting growing ad spend category lags growth in supply Page
new VaLue dRiVeRS Rapid innovation harnesses native technology of mobile devices
Page
concLuSion Page
20 32 42
Media Supply
Demand
Insights for a competitive advantage
06
New Value Drivers
Media SuppLy
Media Economy Report Vol. 02
taBLe of ConTenTs
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2. d
1. conSuMeR attitude & ReceptiVity
foRceS Shaping mobile meDia valUe
General Advertising
Appetite for Innovation
Demand Climate
and Risk (vs. conservatism)
Tolerance for Interruption (across various activities (taskbased, social, content/gaming)
Desire for free, ad-funded content (vs. premium pay content)
Ma
P
v Privacy Concerns & Regulation
Mobile Device Ownership
Volume of Consumer Usage
S
(on the move, at home)
Im
Connection Speeds
A
(ability to stream video)
(s
3.
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Page 5
State of Mobile Ad Technology
(ability to drive lower funnel
(incl. ad-serving, ad-tracking,
income from mobile devices)
audience measurement)
Media Economy Report Vol. 02
Mobile Commerce
Production & Campaign
Ability to Target Niche Audiences
Market equilibrium Price (CPTs) and volume traded
Creative Learning Curve (native storytelling in small spaces and on the move)
Ability to Leverage Localization
Ability to
Supply of Mobile
New Value Drivers
Management Complexity and Cost Demand
4. MaRketing deciSion Making
Calculate ROI
Demand
Impressions & Interaction
Attractiveness of Mobile Content
Cost and Availability of
(social, compared to web content)
Mobile Data Plans
3. SuppLy
11855_McCann_CS5.r1.indd 5
Media Supply
n
atism)
2. deMand
Source: MAGNA GLOBAL
12/26/12 3:36 PM
Media SuppLy The four most important things to know about how people use mobile media are: 1. Mobile media is not cannibalizing other media, it is significantly
2. Tablets are the fastest growing media machine in history. 3. Most mobile usage happens inside apps. The competition to get an app installed is extreme. 4. Apps+Content Stores+Devices create walled gardens for content distribution.
Key TaKeaway
increasing total media consumption around the world.
Mobile media increased the average American’s mediation by 11% in 2012. In 5 years, mobile will drive more than 20% of US media consumption. Contrary to popular belief, much of the extra time happens in the household, but moments in people’s lives that were previously “off the grid” are now mediated. Two such time windows are of significant value to marketers:
• Multi-tasking with mobile devices while watching TV, the most consumed medium • Using mobile devices while shopping
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Television
10%
3%
DVD/Video
7%
Weekly Time Spent with Media U.S. Adults 1%
Page 7
1%
44.3 h
4%
Mobile
1995
Phone Calls
73%
Writing Letters
Media Economy Report Vol. 02
1% 1%
The size of the Media pie iS gRowing
Newspapers
23%
Magazines
60.9 h
7% 1%
2003
Books Playing Video Games
Working
55%
24.5 h
3%
Using Computer
4%
Internet
6%
Radio
9%
Digital Audio
7%
74.5 h
15%
Sleeping
45%
2012
60.0 h
3% 3% 4%
mosT gRowTh iS coMing fRoM MoBiLe 70
40 30 20 10 2009
2010
2011
2012
2013E
2014E
2015E
2016E
2017E
Media Supply
50
All Other Media Hours per week
60
2008
Mobile Usage
80
Incremental Media Consumption US Mobile Media
Demand
2%
New Value Drivers
12%
Source: MAGNA GLOBAL estimates for A18+ for TV, Radio, Internet, Newspapers, Magazines and Gaming Consoles.
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peneTRaTion of enabling TeChnology fueLS gRowth of MoBiLe uSage 01
deVice peneTRaTion
The gaps between country mobile
infrastructure have proven that easier
connection speeds are shrinking and
access to the digital network reinforces
most mobile users can now easily
more consumer mobile usage and
browse the web, download apps, and
increases the reach and potential for
stream online videos. Countries with
mobile advertising.
high deployment of mobile broadband
Mobile-cellular telephone subs per person < 0.75 between 0.75 - 1 between 1 - 1.5 above 1.5 Source: ITU
76.7% 76.7%
58.9%
60
Most global ad market has fast connection speeds.
40
Sources: MAGNA GLOBAL, Akamai
17.0% 17.0 %
3.3%
2.4%
+6 secs
20
5-6 secs
4-5 secs
3-4 secs
2-3 secs
% of Global Mobile Ad Spend
02
faSteR ConneCTiviTy
Ye
80
Sour Acce NPD
3.2%
0-2 secs
0
Time to Download a Song
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Page 9
Tablets are the fastest media device to
Media Economy Report Vol. 02
03
taBLetS aRe The UlTimaTe meDia playing DeviCe
sell 50 million units in US history, and with their high-definition screens and larger size, they are used much more as media players than phones.
er
rces
or
Tablets
Internet Access
Game Consoles
Smart phones
DVR
TV
PC
Radio
60
20
10
Year 1
Year 5
Year 10
Year 15
Year 20
Year 30
Year 35
Media Supply
Sources: TV from Nielsen with Magna Estimates; Radio, PC, and Internet Access from US Census with Magna Estimates; Game Consoles from NPD; DVR, Smartphones from Magna; Tablets from Comscore
Year 25
New Value Drivers
30
Demand
40
Devices sold (Millions)
50
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MoBiLe uSage VaRieS by plaCe anD DeviCe
4
%
Office
01
mobile is pLace BaSed Where do people normally watch mobile video? While the case of watching
l
video on the bus is often cited, in the US, MAGNA research indicates that most video consumption on mobile devices happens when people have time to watch video â&#x20AC;&#x201C; in the
11
%
Home, while doing an activity
evenings in a comfortable spot in their homes.
33
%
Home, on the couch
6
%
Other, neither home nor work
14
%
Home, sitting at a desk or table
7
23
39
%
Home, in bed
Source: IPG Media Lab + Yume
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Page 11
taBLetS diffeR fRom phones
Smartphone
behaviors on Tablets vs. Phones
Media Economy Report Vol. 02
02
Tablet
Source: ComScore MobiLens and TabLens
Tablets are more likely to be used for visual
100%
89
behaviors like gaming, shopping, and watching videos. Phones do better with social networking, 66 57
55 49
50
65
69
66
53
80%
60%
46 39
% US Mobile Users
music, and other utility based apps.
40%
20%
Shopping activity
MoBiLe appS VS BRowSeR Usage foR TasKs 27%
73%
Social networking
Used apps
Apps are used for utilities and tasks, whereas the browser is used for entertainment and content consumption.
37%
63% Shopping
40%
60% Search
39%
Played games
54%
46%
Entertainment
Manage
31%
35%
New Value Drivers
03
Watched Video
Demand
listened to Music
Web Browser
Inform
61%
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navigate
65%
Connect
69%
Sources: Yahoo!, Ipsos
Media Supply
Mobile App
12/26/12 3:36 PM
ConsiDeRaTions foR app depLoyMent appS aRe gRowing faSteR Than bRowseR
01
DeviCe maRKeT is fRagMenting
02
Over the last few years, US app usage
The growth of lower-priced
has surpassed mobile web usage.
Android tablets connected
Apps load faster and incorporate
to content stores other than
more features of the device like
iTunes has cut in to iPad's once
location and communication than
dominant share. Distinct apps
mobile web pages. While apps may
need to be developed for each
be a better way to present content on
platform.
a mobile device, the competition to get apps downloaded is extreme.
15%
US Mobile activity by Type
6%
100
10%
Minutes
80
43% Market Share
60
40
26%
20
June 10
Dec 10
June 11
Dec 11
Source: Comscore, Alexa and Flurry Analytics
Source: ComScore TabLens, September 2012; Nook includes Nook Color and Nook Tablet; Samusung includes Galaxy Tab and Galaxy Note
iPad Kindle Fire Nook
Web Browser
Mobile App
Samsung Other
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86%
Page 13
$
$
74%
14%
Media Economy Report Vol. 02
MoRe fRee appS Than paiD apps
26%
Paid Apps
Paid Apps Free Apps
Free Apps
Source: OPA
04
inTense CompeTiTion foR app inStaLLS
Total # of devices that can install an app in the US
Total # of apps installed to date in the US
16.58
Total # of unique humans who own devices that can install an app in the US:
233
billion
89.5 million
New Value Drivers
million
71.3 average # of apps downloaded per device lifetime
average # of apps currently installed on a device
15
average # of apps used regularly Sources: Gartner, Strategy Analytics, IDC/Morgan Stanley, MAGNA GLOBAL, Pew Research, US Census, Nielsen
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11
average # of apps installed per year
Demand
41
e
Media Supply
%
03
12/26/12 3:36 PM
The integration of devices and dedicated apps creates walled
walleD gaRDen app ecoSySteMS
gardens. The owners of these universes have tremendous influence over what content appears on their devices and how that content gets monetized. There are tremendous switching barriers as users build up their own libraries of content. Independent publishers argue walled gardens create an unsatisfactory user experience because it is too difficult for users to find the niche content they have come to expect on the web. "We don't have a mechanism for creating connective tissue in the app ecosystem, thus limiting discoverability," states John Battelle, Executive Charman of Federated Media.
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Device
Content Store
App Store
Search
Android / Nexus / Nexus Q
Google Play
Google Play
iPhone / iPad / iPad Mini / Apple TV / iPod
iTunes / iBook
iTunes / App Store
N/A
Windows 8 / Surface / XBOX
XBOX / Windows 8
XBOX / Windows 8
Bing
Kindle / Kindle HD / Kindle Fire
Amazon.com / Instant Video
Kindle Appstore
A9
12/26/12 3:37 PM
A
Se AdSe
Ama
Page 15 Media Economy Report Vol. 02
h
Ad Platform
e
Search / YouTube / AdSense / Doubleclick
iAd
Media Supply
Demand
Amazon Ad Platform
New Value Drivers
MSN / Bing
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MoBiLe MaRketing TaCTiCal DeCision TRee
Hire vendor to track conversions from ads within other app and from within mobile web sites
Direct Response
Yes, App
Have you done a mobile campaign previously?
yes
Existing mobile presence?
no
Objective
Develop M&L plan and determine how mobile integrates into campaign strategy
Yes, Web
Quick Test and Learn Campaign
no
Brand Awareness
Behavioral
Use behavioral metrics from tags and ad networks
Have you done a mobile campaign previously?
Attitudinal
yes
Existing mobile presence* for the campaign?
* Promotion of an app is generally not recommended to achieve branding objectives
Hire vendor to perform attitudinal research survey
Source: Ansible Mobile
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no
Page 17
Yes, App
• Collect mobile performance metrics to optimize Cost Per Install (CPI) • Tie ROI back to M&L plan
Build App or Mobile Web site?
Media Economy Report Vol. 02
Implement targeted media plan to drive users to app store for download
App
yes Web
no
?
Have big $ budget?
no Yes, Web
bile r the ?
Create standard banners and repurpose TV or online video spots. Drive users to a basic destination (e.g., lead capture form) provided by publishers as added-value
Implement targeted media plan to drive users to mobile site
• Collect mobile performance metrics to optimize Cost Per Install • Tie ROI back to M&L plan
yes
Implement broad media plan to drive users to mobile site
• Collect mobile branding metrics
Have big $ budget?
• Tie results back to M&L plan
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Leverage efficient media Media Supply
no
Create standard banners and repurpose TV or online video spots. Drive users to a basic destination provided by publishers as addedvalue
Demand
no
Apply production budget to creation of high impact rich media and videos (particularly effective for campaigns with multiple messages)
New Value Drivers
Yes, Web
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Media owneR peRspeCTive
Q
&
brian Monahan
a John Hogan
Managing Partner
Chairman and CEO of
MAGNA GLOBAL
Clear Channel Media
Intelligence Practice
and Entertainment
With radio the original wireless device, how do you
In fact, the majority of digital listening is mobile
define mobile media and how does mobile factor in
— whether through a smartphone, tablet, or auto
Clear Channel's portfolio?
application — and for Clear Channel, it's really
To us, mobile is another opportunity for being
important that we are available on all these platforms
everywhere our listeners are with the products and
with the kind of compelling, curated, and tailored
services they expect. If you think about it, radio was
experience our listeners want from us. Our content
the original mobile media. And today, although digital
has always been mobile (and wireless), and now
listening as a whole is only 6 percent of all listening, it
iHeartRadio, our digital service, makes for a "native"
is growing. As it does, it offers a big opportunity for the
mobile experience.
radio industry, because it's incremental listening — mobile in particular — which provides listeners more
With such variety of content available on a mobile
ways to access their favorite radio stations. Listening
device, will there ever be the equivalent of a primetime
via a mobile device has doubled over the past couple of
mass audience for mobile?
years, and we expect this growth trajectory to sustain.
"Mass audience" is driven by content, not the delivery
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Page 19
24/7, and also leverage their location better than
brands will drive audience. Millions of listeners
any other platform. Mobile is also very personal,
tune into our radio stations simultaneously
so you can customize and localize content and ads
from various platforms. We continue to see a
even more than with any other digital format. And
tremendous demand for our live broadcast stations
with more and more consumers shopping through
across various devices; in fact, more consumers
mobile, you have the ability to deliver local, relevant
are listening to live radio stations via iHeartRadio
offers and deals directly to the consumer.
Media Economy Report Vol. 02
platform and the unique content from our station
than they were two years ago. While demand for our custom stations feature is strong (iHeartRadio
Smartphones then tablets; are connected cars the
offers users the ability to listen to all our live
next big mobile media device?
stations and create their own custom stations
Actually, auto has been the big mobile device for
based on a favorite artist or song, in an all-in-one
radio for more than 50 years. Now with today's
fully integrated service) far more of our consumers
technology and our iHeartRadio digital radio
are utilizing the live broadcast station feature on
platform, we are able to expand the reach and
iHeartRadio. Mobile is just another platform and
availability of our brands and offer listeners an
way to reach our consumers with the content they
increasingly expanded interactive and personal
desire, and we do our best to make it as convenient
experience across multiple digital platforms
as possible for the user.
— everything from smartphones and tablets to gaming consoles, in-home entertainment systems,
What new consumer behaviors with mobile content
auto dashboards, and more. By using iHeartRadio,
should marketers follow?
consumers can access any of the 1500 iHeartRadio
Mobile devices live with consumers all day,
stations, regardless of where they are. Whatever
wherever they are, and are core to their
devices emerge, we're going to make sure that
daily routine. This opens up new and unique
our brands and platforms take advantage of them
opportunities for brands to deliver localized,
so we can continue to offer listeners the kind of
relevant, and timely content — and marketing
content, entertainment, and experiences they want
messages — that truly engage with consumers and
and expect from us — no matter where they are or
fit seamlessly into their behavior. So in addition to
how they want to find it.
extending our brands into mobile and offering yet New Value Drivers
another platform for our listeners, we also can work with advertisers to create experiences that can be incorporated seamlessly into consumers' everyday routines. What types of marketing experiences can happen in mobile advertising that cannot happen in other
Demand
media? Remember radio is the original "mobile" platform.
Media Supply
Mobile allows us the ability to reach consumers
Photo: David Sundberg/ESTO
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deMand The four most important things to know about demand for mobile advertising are: 1. Mobile ad spending is the fastest growing category tracked by MAGNA but only accounts for 1.3% of total ad revenues, growing to 3.3% in five years. 2. Mobile media has the biggest delta between time spent and ad
3. In terms of raw efficiency, attentiveness, and performance, mobile ads offer tremendous value for early adopters. 4. Limits on recognizing mobile identity hold back programmatic spending.
Key TaKeaway
revenue (38 index). This gap will get bigger in the next 5 years.
Mobile advertising is the fastest-growing advertising category on earth. According to MAGNA GLOBALâ&#x20AC;&#x2122;s latest ad forecasts, global mobile ad spend grew by 53% to $6.4 billion in 2012 compared with 14% for all-digital and 4% for all advertising. Mobile is already 6% of digital advertising. Mobile's share of ad spend is higher in emerging markets as mobile phones are more widespread than PCs and tablets are getting more affordable. Thus media consumption and advertising are leapfrogging the PC-centric internet era to embrace mobile-centric platforms faster than more mature, more conservative markets. By 2017 we forecast mobile ad spend to grow to $24 billion (14% of total digital ad spend).
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Page 21
Spending dRiVen By enDemiC aDveRTiseRs
Retail mobile addressing should increase with location-based offers.
Media Economy Report Vol. 02
01
Mobile ad Spending by Category
4. Finance 5. Education 6. Entertainment
1
2
3
Telecom
Retail & Restaurant
7. Travel 8. CPG
Auto
9. Portals & Directories 10. Tech
Source: Millenial Media
02
Spending gRowing aRoUnD The woRlD Mobile advertising as a Share of Total ad Spend (2012-2017)
2012
2017
8%
6%
4%
2%
global
north america
Western Europe
EMEa
aPaC
laTaM
03
faSteSt gRowing CaTegoRy of aD spenDing
New Value Drivers
Source: MAGNA GLOBAL
US 5-year growth Forecast by Medium.
30.6%
30
25.0% 20.3% Demand
16.9% 13.2% 13.2 %
10
0
5.5%
Mobile
Programmatic
Source: MAGNA GLOBAL
Online Video
DOOH
Search
TV
5.1%
Display and other
3.7% 3.7%
Trad OOH
5.2% 2.3%
Radio
Magazines Newspapers
-1.7%
All Media
Media Supply
20
-1.8%
-5
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hiStoRicaL ineQuaLity in meDia DemanD anD sUpply
0
ad Spend
01
widening the gap beTween Time spenT vs aD spenD
10.3 TV
9.0
18.2 Time Spent
Consumers are adopting mobile media faster than
3.4
marketers – which says a lot about the rate of consumer adoption given
%
4.5
13.2
4.5
mobile ad revenues exceed every other category.
Mobile
43.2 55.7
Newspaper Magazines Radio
13.6
1.7
MAGNA expects the
PC
current 38 index of "spend
Source: MAGNA GLOBAL
-to-time" will widen to a 31
22.5
index in the five years.
02
DigiTal invenToRy ShaRe Shifting to MoBiLe
0 4.3%
The % of publishers’ page views coming via mobile devices is doubling year on year.
2011 2012 Global
Proportion of Pageviews on Mobile Devices
5.8%
2.2% 4.2%
8.0%
Europe North America
1.9%
19.2% 2.9%
8.5%
6.3%
6.1%
14.3%
Asia
3.7%
7.8%
Africa South America
Oceana
Source: Statcounter
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Page 23
iPad
iPod Touch
iPhone
Symbian
RIM
Other
4.2 17.2 10.8
3.5 5.1
34.4
6.8
Android Source: Opera
Media Economy Report Vol. 02
03
MoRe deMand foR taBLet inVentoRy Than phone invenToRy
16.8 25.7
1.0
per
% 4.4
Percent of Mobile Traffic
30.4
Percent of Mobile Revenue
20.0
es
58.4
LOBAL
04
MoBiLe cpMS aRe low CPMs by Media Platform The result of this glut of
Sources: Newspaper, TV, Magazine and Browser CPMs from MAGNA GLOBAL. iPad and Mobile eCPMs from Opera.
$51.00
$29.00
Newspaper
Broadcast TV
$4.70
$4.42 iPad
$1.31
Mobile
Media Supply
Browser
$15.00
Magazines
Demand
relatively low CPMs.
New Value Drivers
mobile ad inventory is
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MoBiLe adS aRe a baRgain While the marketing industry is
When factoring for ad unit attentiveness,
infatuated with the functionality of
MAGNA estimates that the cost per
hard to distribute apps, the lack of
attentive second of a mobile ad unit is
clutter and low prices of mobile display
tied with national TV as the most efficient
ads make them a relative bargain.
way to purchase attention. Overall, a
Mobile ad units have higher click rates
second of advertising attention goes for
than PC display ads. They also earn
1/100 penny whereas a second of mobile
post exposure recall scores akin to the
ad attention 1.7x less expensive at 6/1000
early days of digital video ads.
of a penny.
01
mobile aDs have high inteRaction RateS Relative Click Through Rates
Smartphone Video Interstitial
0.3% Browser
ad
0.4% ad Smartphone Mobile Banner
0.6% ad
2.0% ad
0.75% ad
iPad Rich Media Banner
Smartphone Rich Media Banner
Sources: Ansible, MAGNA GLOBAL
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Page 25
Deltas (absolute difference between control and exposed)
average Mobile
best Performing
Worst Performing
Early online (2000-2002)
Early Video (2002-2004)
5.9
18.1
-2.7
4.1
7.8
Mobile Ad Awareness
19.9
44.4
2.4
9.1
18.9
Message Association
12.1
29.8
-1.3
5.8
11.3
Brand Favorability
3.9
14.5
-4.9
2.3
4.5
Purchase Intent
4.7
16.3
-4
2.1
4
Aided Brand Awareness
Media Economy Report Vol. 02
MoBiLe ad RecaLL aKin To eaRly DigiTal viDeo
02
Source: Dynamic Logic
03
effiCienT attention gRaBBeR
00:00 :01
Source: MAGNA GLOBAL
are tied with TV as the most
efficient way to deliver a second of human attention.
0,060$
Cost per Individual Attentive Second Attentive
0,050$ 0,040$
Demand
Gross
New Value Drivers
Driven by low costs, mobile ads
0,030$
0,010$ Total
11855_McCann_CS5.r1.indd 25
National TV
PC Internet
Mobile
Magazines
Newspaper
Radio
Media Supply
0,020$
12/26/12 3:37 PM
Data availability limits mobile Programmatic Buying Mobile advertising can be bought programmatically.
Android devices with browsers that accept cookies,
However, there are a couple of technical limitations
identification breaks as users jump between app and
that currently cripple the effectiveness of mobile
browser sandboxes. Finally, there is no easy way to
programmatic buys.
identify and retarget based on PC activities.
In addition to needing real-time access to large pools
In exchange buying, a critical safeguard for brand
of inventory, scaled programmatic buying requires the
appropriate environments is provided by ad safety
ability to identify niche audiences as defined by third
vendors. In the web they rely on web crawlers and
party data providers and to retarget users who take
macros delivered with their tags by the adserver
specific online actions. On browsers, the third-party
to extract information on the content and the ad
cookie enables that functionality.
placement. These techniques are not yet sufficiently robust to extract the required brand safety
Appleâ&#x20AC;&#x2122;s Safari browser, which has significant share in
information from mobile apps.
mobile, does not accept third-party cookies. Even on
uS Programmatic market size US Spend
Dynamically rendered digital
Growth Rate 120%
$8.000.000
content has opened the entirely new style of programmatic buying. This rapidly growing sector of digital advertising requires that the buyer recognize each anonymous audience member and make a real time determination to buy that impression. Mobile content has the potential to dynamically insert ads in this fashion, but the lack of a recognizable cookie prevents mobile media from tapping programmatic budgets.
$7.000.000
100%
$6.000.000 80% $5.000.000 60%
$4.000.000 $3.000.000
40%
$2.000.000
PC
20% $1.000.000
Sa 2012
2013
2014
2015
2016
2017
Source: MAGNA GLOBAL
11855_McCann_CS5.r2.indd 26
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DSP
Ad Delivery
Bid Mgmt
Reporting
Bid / Campaign Optimization
Connection / Device Mgmt
Media Sell
Targeting, Location, Tracking
Exchanges/ SSPs
Cookie Mgmt
Bid Mgmt
Reporting
Inventory Mgmt & Yield Optimization
ad Safety
Targeting, Location, Tracking
Verification
Cookie Mgmt
Blocking
Reporting
Data
Page 27
Ad Server
Media Economy Report Vol. 02
Media Buy
ad networks
Publishers
Private Marketplaces
Cookie / Data Mgmt
Reporting
Predictive Modeling
Source: Mediabrands Audience Platform
PC vs. Mobile
Different Media Supply
Same
Data Providers / aggregators
Demand
Segmentation
New Value Drivers
DMP
11855_McCann_CS5.r1.indd 27
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oVeRcoMing huRdLeS To mobile maRKeTing why haSn’t MoBiLe Spend SuRpaSSed 1% of the Media Mix? To date, audience buying on mobile has been too complex. Fragmentation across the mobile device stack and ad tech stack has resulted in fundamental challenges; fortunately, the industry is rapidly evolving to address these issues.
oVeRcoMing huRdLeS to MoBiLe MaRketing
how aRe we oVeRcoMing BaRRieRS? Production Complexity
• It is difficult to ensure consistent content rendering
• Ad networks, publishers, and creative tools have
across thousands of devices and hundreds of variations
adopted standards to ensure correct rendering across
in operating systems and browsers. Testing is laborious,
inventory
as rendering needs to be correct in both portrait and
• IAB’s new Mobile Rich Media Ad Interface Definitions
landscape orientations
(MRAID) are gaining broad industry support, and will
• Text and video content typically needs to be truncated
streamline creative efforts, maximize reach, and ensure
for consumption within a smaller mobile screen
accurate measurement
Creative bias against Small banner ads • Ad industry veterans seem to have a bias against mobile
• With just one ad unit per page, mobile ads are highly
banner ads, claiming that the small aspect ratio of mobile
visible, limiting banner blindness
ads makes it difficult to convey messaging and establish
• Mobile ads actually occupy a larger percentage of the
an emotional connection with users
screen than their desktop counterparts • Mobile rich media vendors, such as Medialets, continue to make immersive, full-screen experiences that can rival video games audience Targeting
• Despite the billions of mobile impressions available via
• To enable tracking, Apple recently introduced the
RTB today, mobile audience targeting has not achieved
“identifier for advertising” (IFA), which acts like a
scale because third-party cookies are disabled by default
persistent cookie
on iOS devices
• Both Facebook and Amazon recently launched third-
• To date, marketers have been dependent on mobile
party mobile ad networks that enable targeting based on
publishers to self-report audience data
the tech giants’ respective user databases
• Lack of transparency in collection of audience data has
• Traditional DSPs and mobile DSPs (such as ThinkNear
made it difficult to determine quality and privacy
and EveryScreen Media) are now validating data accuracy
compliance (e.g.: real-time location data from GPS vs.
and privacy compliance
static and imprecise publisher registration data)
11855_McCann_CS5.r1.indd 28
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Page 29 Media Economy Report Vol. 02
Measurement and business Results • Brands have struggled to understand the role of mobile
• Numerous startups, such as AD-X and InMobi, have
within an integrated campaign, which varies based on the
developed analytics solutions with varying degrees of
vertical and marketing objectives
industry adoption
• Inconsistent tracking approaches within mobile browser
• The industry is increasingly focused on the same
and application environments makes measurement and
metrics as digital – attitudinal studies that support
optimization of campaigns complex
concurrent recruitment and post-conversion business
• To date, the industry has adopted CTR, plays, and video
results and LTV
completions as standard KPIs, which are difficult to connect to business results In conclusion, As the industry proves the value of mobile campaigns at scale, budgets will shift over time from ~1% today to 5%-10%
Media Supply
Demand
New Value Drivers
(the appropriate spend recently suggested by the Mobile Marketing Association’s extensive media mix study).
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MaRketeR peRspeCTive
nic
Where do you see mobile marketing in your marketing mix?
nick Pahade President & CEO
With the ability to now reach scale with our target audiences coupled
Initiative
with the ability to target so precisely it is increasingly in the investment
North America
consideration discussion. Currently, mobile is around 5% of our media budget. For our brand categories, because of low purchase consideration, low price point, and lack of redemption/acceptance standards with retail partners and consumers, we are cautious about its impact on
James Trebilcock Executive Vice President
nic
Director Marketing Dr Pepper Snapple Group
equity and ability to drive purchase conversion for our brands. It is one component that helps reach our target audience on the multiple screens they are engaging today and in that vein, helps build relevance and, over the long term, brand equity. The plan is to continue to test and learn, and believe that once food retailers can activate mobile solutions broadly, this medium will explode. ESPN, for example, takes advantage of TV, print, online, and alternative devices like Xbox and mobile. Itâ&#x20AC;&#x2122;s a great tool to truly surround the audience with our message.
How do you assess the effectiveness of mobile marketing campaigns?
nic nick Pahade
This is a real challenge. We can certainly track all of the points of engagement and metrics associated with interacting with our messages. But this falls far short of what we need to judge the impact of mobile. When we get to the point where I can send a message, geo-track a shopper to
James Trebilcock
a store, and then track if they activated a mobile offer at the store, I will know if we are effective. Currently it is a lot of soft data and, to a degree, executed out of fear of not messaging on every touch point. It is not possible to consistently track the effectiveness of mobile campaigns for our brands at this point in time.
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Page 31 Media Economy Report Vol. 02
Do your consumers expect your brands to have a mobile app the same way they expect a web page or Facebook profile?
nick Pahade
Dr Pepper Snapple Group (DPSG) is not a utility-based brand. If DPSG were to develop a mobile app, users wouldnâ&#x20AC;&#x2122;t have expectations to reference or use it as a form of daily necessity. The closest concept we have to an app is our Facebook Credits program, which is an online
James Trebilcock
promotion. Consumers have the ability to redeem unique codes on their phones using a mobile interface on mobile web.
How do you approach marketing on tablets vs. phones?
ck nick Pahade
ng
Today it is all about delivering relevant content. In order to do that, we must customize it for the device it will be viewed on while main-
up
taining the integrity of the message. This is not an easy strategy to execute. So for TVs, laptops and, to a degree, tablets, we will deliver
James Trebilcock
long-form content (30 seconds to a minute). For mobile, we distill the message down to 7-10 seconds, as we know the willingness to view the full message on a phone is a lot less. We are spending a considerable amount of time with our agencies to deliver the same message differently across the four screens.
New Value Drivers
What are some of the biggest challenges preventing more mobile marketing from your company? nick Pahade
The biggest challenge for DPSG in the mobile marketing arena is the marketing and delivering our equity messaging, I believe that the most powerful use in our category will be to actively convert an aware
ck
James Trebilcock
Demand
ability to activate at retail. While there is a role for mobile consumer
consumer into a purchaser of one of our products. The ability to send a message on a mobile device, followed by an offer for one of our products and the ability to redeem that offer easily at retail is not common. As retailers and mobile companies invest in this area, I believe it will transform consumer goods marketing and greatly improve the trade and coupon spend currently deployed in the food and beverage categories.
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Media Supply
ent
12/26/12 3:37 PM
new VaLue dRiVeRS What gets measured gets done. Untethered, mobile media devices are extremely hard to measure. The classic media measurement tools of meters, surveys, and cookies are difficult to implement on mobile devices. Combine that with extreme privacy concerns and powerful economic forces rewarding closed ecosystems and you get the explanation for why there are so few mobile ad dollars. Ad dollars will be held back until these measurement methodologies coalesce.
Right now, tablets represent our biggest knowledge gap. Everything we know about them comes from surveys as opposed to the passive forms of measurement in place for television, PC internet, and even smartphones to some degree. True cross-platform measurement wonâ&#x20AC;&#x2122;t be possible until we have the same for tablets.
whaT will DRive MoRe VaLue foR MaRketeRS?
2. Better Data 3. Savvy Execution 4. Innovative User Experiences
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Key TaKeaway
1. New Consumer Behaviors; M-Commerce
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Page 33
The reasons to carry two bulky objects at all times, a phone and a wallet, are diminishing. As more devices
Media Economy Report Vol. 02
01
MoBiLe tRanSactionS by 2016
adopt NFC (near field communication) technology, MAGNA expects the value of transactions executed by mobile devices to be $1.4 trillion by 2016. NFC will make up over 1% of total non-cash transactions by 2016. The potential to optimize ads on a mobile device based on the transactions generated by that same device are unprecedented.
Traditional Desktop E-Commerce
Financial Transactions on Mobile Devices
$1.271 billion
nFC
$571
$829
billion
billion
E-Commerce
$2.100 billion
M-Commerce
$1.400
Sources: Portio Research/MAGNA GLOBAL
billion
heaviest US online spending day ever. iOS devices continued to dominate retail traffic, accounting for 75% of total mobile sales. The iPad continues to be the most popular tablet for mobile shoppers with over 90% market share. Black Friday was the
New Value Drivers
30.3% y/y on Cyber Monday in what was the
$
Spending on Mobile Devices ($mm) on Cyber Monday
only other day this year that also surpassed $1B in online sales, although it fell short of Cyber Monday's $1.46B.
Sources: Comscore, Adobe, IBM
11855_McCann_CS5.r1.indd 33
Demand
Total online sales from mobile devices were up
$256
$1.205 Traditional E-Commerce
Mobile Device E-Commerce
Media Supply
02
impaCT of mobile on BLack fRiday and cyBeR Monday
12/26/12 3:37 PM
It is early days for syndicated media
mobile aUDienCe measURemenT By SaMpLe data
Mobile Media Tracker
measurement tools. Available panel-based measurement tools are not yet accredited by the Media Ratings Council.
Mobile Metrix
MobiLens
TabLens (Tablets)
Smartphone Insights
Yes, software that runs behind the scenes on the device
Yes, software that runs behind the scenes on the device
No
No
Yes, software that runs behind the scenes on the device
Yes, delivered directly to panelists on their metered device
No
Yes, via online panel
Yes, via online panel
Yes, via telephone, in-person, and online surveys
No
Yes, tagging of online content
No
No
Geographies Measured
U.S., Europe, China
U.S. and UK
U.S., Canada, Europe, and Japan
U.S.
U.S., Canada, Europe, Asia, Middle East, Africa
U.S. Sample Size
6,000
10,000
30,000
6,000
75,000
Meters
Surveys
Other Data Collection
11855_McCann_CS5.r1.indd 34
Yes, monitoring of network signaling, analysis of wireless bills, and examining server logs
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Page 35
Multiple vendors and methodologies competing to solve the mobile
Media Economy Report Vol. 02
mobile aUDienCe measURemenT By ReSpondent LeVeL data
identity problem
Device Fingerprinting
Token Passing
Identifying devices through
Techniques (e.g. browser flash
the OS, clock, browser, and
and dummy web view) to pass
application installs
attributes between application and web sandboxes
New Value Drivers
adelphic Mobile adMobius drawbridge everyscreen media Strikead tapad Facebook amazon
behavioral Fingerprinting Identifying individuals
Includes IP address and location profiling as well as site/application interests
Source: Mediabrands Audience Platform
11855_McCann_CS5.r1.indd 35
Persistent log-in Tie 1st party cookies (and app ID) across multiple devices to single log-in
Demand
mobile behaviors.
Media Supply
through their online and
12/26/12 3:37 PM
Intelâ&#x20AC;&#x2122;s multi-award winning iAd produced
DisseCTing a leaDing MoBiLe MaRketing caMpaign
by Ansible Mobile demonstrates the power and speed of Intelâ&#x20AC;&#x2122;s new processors through an interactive casual gaming experience that blurred the lines between content, gaming, and brand promotion. According to Nielsen, the app generated 4x brand preference than concurrent Intel TV ads.
01 Animation and audio details boost user immersion in action sequences
02 Use of mobile unique features such as the accelerometer in right context
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Page 37
5 keys to developing exceptional mobile experiences 1. Beauty over brains: technology as invisible support to UX, vs. technology as its
ual
own showcase – Shake, Tilt, Multitouch were used sparing and purposefully
nes
2. Devil is in the detail: brand elements, subtle animations, audio, and video all support the experience
an
3. Social with a purpose: in this instance, share to challenge a friend's score 4. Mind the KPIs: do not shortchange the brand's message and/or goals.
Media Economy Report Vol. 02
ced
All the attributes of the Core Processors are included in this iAd. 5. Integrated: this iAd’s narrative was an extension of Intel content on YouTube
Design queues connecting
03
New Value Drivers
to Intel master brand
Speed challenge connects to Intel Core
Media Supply
04
Demand
Processor “Turbo Boost” message
11855_McCann_CS5.r1.indd 37
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MoBiLe innoVatoRS To waTCh New user experiences native to mobile devices offer new ways for Brands to connect with consumers.
payMentS meRChanT CUsTomeR exChange
DynamiCs
isis
What it Does - Massive retail
What it Does - ePlate battery
What it Does - A mobile payment
consortium for mobile commerce
powered Visa card that lets users
system and joint venture
with 21 retailers currently,
move between multiple loyalty
between AT&T, T-Mobile, and
including 711, Target, and
programs with complimentary
Verizon Wireless using tap-to-pay
Walmart.
app.
NFC technology.
ad Experience - Ad platform in
ad Experience - Brands offers
ad Experience - Offers, deals,
development but offers will be
rewards which are redeemed by
promotions, and loyalty cards
a big focus, integrating payment
card users over time as they earn
are all stored in the "wallet."
with a wide range of consumer
points with each purchase.
Users can also discover new promotions within the app.
offers, promotions, and retail programs.
Marketing objective - Loyalty, Engagement, Build Brand Image
Marketing objective - Loyalty,
Marketing objective -
Engagement, Awareness, Build
Engagement, Build Brand Image,
Brand Image
Sales, Loyalty
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Page 39
gaMing
Location
Kiip
waze
What it Does - A social magazine
What it Does - Kiip operates a
What it Does - A crowdsourced
for tablets that aggregates social
mobile gaming network that
traffic and GPS app with 30
feeds, blogs, and top publishers
rewards users for in-game
million users.
in a stunning interface.
achievements with brand offers
ad Experience - Retailers and
ad Experience - Flipboard offers
and promotions.
brands can place logos on map
magazine-like experiences of
ad Experience - Rewards are
and include special offers,
Web content with full-page ads in
unexpected from the user and
reaching a mobile audience
an uncluttered environment.
are delivered as a interstitial
based on where they are and
Marketing objective -
takeover within the gaming
where theyâ&#x20AC;&#x2122;re headed.
Awareness, Introduction
experience.
Marketing objective - Drive Store
Marketing objective - Brand
Traffic, Awareness, Sales
Media Economy Report Vol. 02
content
Image, Loyalty, Trial, Sales
inTonow
plaCe iQ beinToo
What it Does - IntoNow is a second
What it Does - PlaceIQ is a What it Does - Beintoo is a
allowing users to share and discuss
mobile loyalty platform that
shows with friends.
provides users with points
ad Experience - Provides
based on particular actions in
opportunities such as rewards and
entertainment apps and games.
promotions, polling, and exclusive
ad Experience - Brands deliver
content when tagging commercials
offers redeemable in a Beintoo
delivered in branded in-app portals.
portal following the gaming
Marketing objective - Activation,
experience.
Loyalty, Extend Engagement
technology platform that partners with large ad networks to deliver contextual targeting based on location and time. ad Experience - Mobile web banners and in-app display ads. Marketing objective - Drive Store Traffic, Awareness
Marketing objective - Increase
poinT insiDe
Share, Trial, Purchase
neTpage
What it Does - Indoor mapping and customer engagement
What it Does - A mobile app that makes print interactive through a combination of augmented reality and image recognition without codes or watermarking. ad Experience - Call-to-actions that can include exclusive content, polling, and links to purchase. Marketing objective - Activation,
triangulation to map stores and allow users to navigate the aisles of retail outlets. ad Experience - Combines indoor location technologies and shopper intents to deliver highly targeted ads, integrated with loyalty programs. Marketing objective - Awareness, Engagement, Loyalty
Media Supply
Purchase
platform that uses WiFi
New Value Drivers
content via audio watermarking,
Demand
screen app that recognizes TV
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agency peRspeCTive
Q
&
Chad Stoller Managing Partner IPG Media Lab
a Sean Corcoran SVP Digital Media & Social Influence mediahub/Mullen
What are some of your best mobile programs to date?
overall objective. If we're building a piece of owned
The beauty of mobile is that it's a versatile marketing
media for the long term that we'll need control over or if
tool that you can use to target people in several
it's something that a partner simply can't do, then we'll
different contexts. We've had success with a few
build a standalone app. But if there's an existing partner
different approaches including using the smartphone
that can build it effectively and attract an audience
to demonstrate product experiences, mobile games,
quickly for a campaign then we'll go that route.
hyper-targeted rewards, and using co-viewing social TV apps.
How do you creatively overcome the communication limitations of small pieces of real estate?
How does your team decide between developing
The banner ad is challenged on the mobile device,
standalone apps and working with existing mobile
and while we certainly do mobile display, itâ&#x20AC;&#x2122;s typically
content companies?
one of the lower priorities to our mobile programs. We
It comes down to the overall objective, the resources
think mobile actually offers more opportunity than a
available, and the idea itself. First we consider the
challenge creatively because devices are bigger than in
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Page 41
engagement especially in social applications, and most importantly, it unleashes interactivity into the physical world, which provides enormous creative opportunities. Should mobile marketing be evergreen or part of
Media Economy Report Vol. 02
the past, smartphones and tablets are driving great
an ad campaign? The truth is mobile marketing should be both evergreen and part of ad campaigns. The challenge is that not enough marketers have made mobile a central part of their digital and overall strategies so when we want to incorporate it into a campaign, the evergreen assets are often missing, causing us to create unnecessary and less desirable shortcuts. What will happen in 2013 to turbocharge mobile ad spending? Marketers typically take a year or two to catch up with big changes in consumer behavior so I expect mobile spends will continue to skyrocket. It will take more great work by early adopter brands, especially brands that work with younger
Media Supply
Demand
New Value Drivers
audiences, to really turbocharge the market.
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SuMMaRy CheaT sheeT Insights to unlock mobile media value Mobile Media Supply 1. Most growth in media consumption will come from mobile new Finding: Growing total media consumption 20% in 5 years 2.
Tablets are the ultimate content device new Finding: Fastest device to 50 million units sold (US)
3.
Getting an app installed and used is very difficult new Finding: Out of 1.5 million available apps, most people use 15
4.
Closed app ecosystems are battling the browser for the soul of the mobile Internet
Mobile advertising Demand 1.
Mobile is the fastest growing advertising sector new Finding: +31% CAGR forecasted over the next 5 years
2.
Mobile has the biggest delta between time spent and ad spend of any medium new Finding: 38 Index
3.
Mobile ads are a bargain new Finding: A second of mobile ad attention costs 0.006 of a penny
4.
Limited targeting and tracking prevents mobile from participating in programmatic buying New Finding: Overall 2012 US Programmatic Spend is $2.4B
new Value Drivers 1.
Phones will drive commerce new Finding: NFC will account for 1% of non-cash transactions by 2016
2.
Multiple methodologies competing to track mobile identity â&#x20AC;&#x201C; someone will win big!
3.
Innovative native mobile experiences are emerging
4.
Savvy creatives are learning how to tell compelling stories on mobile devices
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Page 43
rewards are profound. You have to be in it to win it!
Media Economy Report Vol. 02
Mobile risks are minimal and
ConClUDing TweeT
brian Monahan @brionic
contRiButoRS Quentin george @quentingeorge Chief Innovation Officer, IPG Mediabrands Quentin.George@mbww.com brian Monahan @brionic Managing Partner, Intelligence Practice, MAGNA GLOBAL Brian.Monahan@MAGNAGLOBAL.com Vincent letang @vletang_magna EVP, Director of Forecasting, MAGNA GLOBAL Vincent.Letang@MAGNAGLOBAL.com brian Hughes @bhughes_magna SVP, Audience Analysis Practice Lead, MAGNA GLOBAL Brian.Hughes@MAGNAGLOBAL.com luke Stillman @lukestillman Manager, Forecasting; MAGNA GLOBAL Luke.Stillman@magnaglobal.com Shelley Yang Forecasting Analyst MAGNA GLOBAL Michelle Sitkovskey Director, Data Partner Relationships; MAGNA GLOBAL
Carter Trout @Cartertrout VP, Mobile Strategy & Campaigns; Ansible Mobile Carter.Trout@AnsibleMobile.com
New Value Drivers
Michele.Sitkovskey@magnaglobal.com
Ian Johnson @ianjohnson99 VP of Product Management Ian.Johnson@map-global.com Tim Mcatee @timisworking
Demand
Mediabrands Audience Platform
Research Director, IPG Media Lab
Design by Martin oberh채user @oberhaeuserinfo Founder, oberhaeuser.info martin@oberhaeuser.info
11855_McCann_CS5.r1.indd 43
Media Supply
Tim.McAtee@IPGLab.com
12/26/12 3:37 PM
aboUT Magna gLoBaL MAGNA GLOBAL is the strategic global media unit of IPG Mediabrands, driving forecasts, insights, and negotiation strategy across all media channels. The MAGNA GLOBAL Intelligence Unit delivers the industryâ&#x20AC;&#x2122;s most accurate and authoritative forecast of media value. The MAGNA GLOBAL Investment Unit harnesses $34 billion of IPG Mediabrands global media billings.
aboUT ipg MediaBRandS Created by IPG to manage all of its global mediarelated assets, IPG Mediabrands employs 6,500 communications specialists operating in 90 countries and manages $34B in global media billings. A proven entity in helping clients maximize the impact of their marketing investment to deliver explosive business results, IPG Mediabrands enhances the communications offering and performance across its network of media agencies including Initiative, UM, MAGNA GLOBAL, and a roster of Specialty Service Groups. IPG Mediabrands is part of Interpublic Group (NYSE: IPG), one of the world´s leading organizations of advertising agencies and marketing services companies. For more information, please visit www.mbww.com or follow us on Twitter at @IPGmediabrands.
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