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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

12/26/12 3:36 PM


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

11855_McCann_CS5.r1.indd 13

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

Google

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

11855_McCann_CS5.r1.indd 17

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

12/26/12 3:37 PM


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

11855_McCann_CS5.r1.indd 19

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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

12/27/12 3:42 PM


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

12/26/12 3:37 PM


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

12/26/12 3:37 PM


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).

11855_McCann_CS5.r1.indd 29

12/26/12 3:37 PM


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.

11855_McCann_CS5.r1.indd 30

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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.

11855_McCann_CS5.r1.indd 31

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

11855_McCann_CS5.r1.indd 32

Key TaKeaway

1. New Consumer Behaviors; M-Commerce

12/26/12 3:37 PM


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

12/26/12 3:37 PM


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

11855_McCann_CS5.r1.indd 36

12/26/12 3:37 PM


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

12/26/12 3:37 PM


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

11855_McCann_CS5.r1.indd 38

12/26/12 3:37 PM


flipboaRD

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

11855_McCann_CS5.r1.indd 39

12/26/12 3:37 PM


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

11855_McCann_CS5.r1.indd 40

12/26/12 3:37 PM


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.

11855_McCann_CS5.r1.indd 41

12/26/12 3:37 PM


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

11855_McCann_CS5.r1.indd 42

12/26/12 3:37 PM


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.

11855_McCann_CS5.r1.indd 44

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