Evan Wray Vice President & Co-Founder - Monotype · Growth of Mobile Usage 5 Source:KCPB/Meeker...

Evan WrayVice President & Co-Founder

1

Twitter: @EvanWray1

1. More-modern metrics for marketing

2. The advantages that messaging apps can offer brands

3. Advice for planning messagingcampaigns

4. How to generate ROI2

The Marketplace

4

Growth of Mobile Usage

Source:KCPB/Meeker 2015 Internet Trends Report5

0.4 0.3 0.3 0.3 0.3 0.4

2.4 2.6 2.5 2.3 2.4 2.4

0.40.8

1.6 2.3 2.6 2.8

3.2

3.7

4.3

4.95.3

5.6

0

1

2

3

4

5

6

2010 2011 2012 2013 2014 2015YTD

Hou

rs p

er D

ay

MOBILE DESKTOP / LAPTOP OTHER CONNECTED DEVICES

37%

0

10

20

30

Internet Mobile

TIME SPENTAD SPEND

% of Time Spent in Media vs. % of Advertising Spending, USA, 2014

Source: KCPB/Meeker 2015 Internet Trends Report6

Total Internet Ad Spend = $50 BillionOf Which Is Mobile = $13 Billion

~$25B+ Opportunityin United States

Perc

enta

ges

US Ad Spending on Mobile - 2015

Search Ads45%

Banner Ads*42%

Video Ads9%

Other 4%

Source: eMarketer, Sept 2015 *Includes banner, rich media, Facebook ads, sponsorships and promoted tweets7

MillennialAged 18 – 358

Size of US generations in 2016

U.S. Census, Bloomberg Reporting9

Gen Z Millenial Gen X Boomer

100

80

60

40

20

0

65,230,802

88,587,976

65,777,80874,370,788

$500 billion

ii2011MILLENNIAL SPENDING

$600 billioniii

2015MILLENNIAL SPENDING

$1.4 trillioniv

2020MILLENNIAL SPENDING

The Millennial Audience

10

Beliefs, Behaviors & Attitudes11

§ Hyper-connected

12

Hyper-Connected

13

86%Own smartphones

Hyper-Connected

14

86%Own smartphones

87%Always have their smartphone 24/7

Sun by Fernando Affonso from the Noun Project

86%Own smartphones

87%Always have their smartphone 24/7

Hyper-Connected

Alarm Clock created by iconoci from the Noun Project. Sun by Fernando Affonso from the Noun Project15

80%Reach for phone first on waking.

§ Hyper-connected § Hyper-savvy

16

Hyper-savvy

17

84% Don’t like traditional advertising

©The McCarthy Group

mobile banner ad by Sharon Showalter from the Noun Project

x

Hyper-savvy

18



41% Females 52% MalesIgnore online search ads©2014 Goo Technologies Study

mobile banner ad by Sharon Showalter from the Noun ProjectMagnifying Glass by Pham Thi Dieu Linh from the Noun Project

x


Hyper-savvy

63%Trust found content more than ad content


41% Females 52% MalesIgnore online search ads©2014 Goo Technologies Study ©RaptMedia

mobile banner ad by Sharon Showalter from the Noun Project Magnifying Glass by Pham Thi Dieu Linh from the Noun ProjectMap by Jose Moya from the Noun Project19

x

§ Hyper-connected § Hyper-savvy§ Expect Access

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Expect Access

“62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.”–Source: Elite Daily, 201521

§ Hyper-connected § Hyper-savvy§ Expect Access§ Community & Participation

22

Community & Participation

“70% of millennials are more excited about a decision they’ve made when their friends agree with them, compared to 48% of nonmillennials.”–Source: Jeff Fromm, Millennial Marketing (via Forbes)23

§ Hyper-connected § Hyper-savvy§ Expect Access§ Community & Participation§ Relevance & Personalization

24

Seek Relevance & Personalization

“60% of millennials will only share content if it is thought provoking and intelligent”–Newscred Millennial Survey, 2014

25

Mobile Messaging For The Win26

“The social media phase of the internet ended… Messaging is the new social media.”

Fred WilsonUnion Square Ventures

27

Shifting Landscape

Rise of Desktop Social Audiences

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Shifting Landscape


Paid Social Media

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$

Shifting Landscape


Paid Social Media

Messaging Explosion

30

$

Shifting Landscape


Untapped Opportunity

Paid Social Media

Messaging Explosion

Water Faucet by Edward Boatman from the Noun Project31

$

Messaging Use Growing

32

BIG 4 SOCIAL NETWORKSBIG 4 MESSAGING APPS

Global Messaging Leaders Breakdown

33

WhatsApp1B Monthly Active Users30B Messages per Day

Facebook Messenger900M Monthly Active Users

Viber360M Monthly Active Users

WeChat549M Monthly Active Users

LINE205M Monthly Active Users13B Messages per Day

Kakao Talk48M Monthly Active Users5.2B Messages per Day

Global Messaging Leaders – Perspective

34

Viber


35

WeChat


36

Messenger


37

3.062B Monthly Active Users

Messaging App Use & Sessions

Tops Apps by Usage1. Facebook2. WhatsApp3. Facebook Messenger4. Instagram5. LINE6. Viber7. Kakao Talk8. Clash of Clans9. WeChat10.Twitter

38



39



Tops Apps by Number of Sessions1. KaKao Talk2. WhatsApp3. WeChat4. VK5. LINE6. Viber7. Facebook8. Clash of Clans9. Instagram10.Facebook Messenger

40



Tops Apps by Number of Sessions1. KaKao Talk2. WhatsApp3. WeChat4. VK5. LINE6. Viber7. Facebook8. Clash of Clans9. Instagram10.Facebook Messenger

41

The Fit

Millennial Behavior

Messaging App Experience

Hyper-Connected 3 Billion+ messaging app users

42

The Fit

Millennial Behavior


Hyper-Connected 3 Billion+ messaging app usersExpect Access Convenient

Organic part of their daily routineIn their pocketsInstant responses

43

The Fit

Millennial Behavior




Crave Community & Participation Trusted inner circlesGroup chatsBuild for sharing1:1Conversations, not broadcasts

44

The Fit

Millennial Behavior




Crave Community & Participation Trusted inner circlesGroup chatsBuild for sharing1:1Conversations, not broadcasts

Relevance & Personalization Content is chosen by userClosed circle = quality controlCustomizable by userAnalytics power personalization

45

What Brands Need to Know About Mobile Marketing46

What Brands Need to Know About Mobile Marketing

47

Change Your Metrics of Success

Impressions

48

Engagement

Impressions

49



Engagement

Impressions Clicks

50


Engagement Shares

Impressions Clicks

51


Engagement Shares

Impressions Clicks Conversion

52


Engagement Shares Advocacy

Impressions Clicks

53

Conversion

Metrics 2.0

Traditional Metrics§ # Impressions§ # Downloads§ CPC§ CPM

Metrics 2.0§ Who’s downloading§ Where they are§ # Shares§ # Group shares§ Time spent§ Social ripple§ Most popular content§ Which app is most successful§ Accurate audience size§ Abandonment rates?

54

A more modern mindset 55

Focus on interactions, not interruptions56

Case Studies57

Mobile Messaging Campaigns

Creative AssetsStickersEmojiVideosGifsPhotos Filters & Frames58

Mobile Messaging Campaigns

Campaign BenefitsNon-disruptiveActiveOptimized for mobileCreated for sharing

59

#PopeIsHope Campaign Goals

§ Reach millennials§ Position it around US visit§ Make him relatable§ Spread the message of

“good is winning”§ Create Viral Content60

#PopeIsHope Designs

61

#PopeIsHope Campaign: Initial Results

62

119kDownloads

21.5MImpressions

500kShares

#PopeisHope Campaign Expansion

63

Christmas Pack Mexico Pack Easter Pack

#PopeIsHope Campaign: Final Results

64

142kDownloads

29.6MImpressions

1.1MShares

Jose Cuervo Campaign Goals

§ “Have a Story” Message§ Reach target 21+

millennial audience§ Promote conversation and

shares of Jose Cuervo content

65

Jose Cuervo Designs

66

Jose Cuervo Campaign Results

67

87.7kDownloads

31.2MImpressions

1.2MShares

Campaign Results Comparison

68

87.7kDownloads

31.2MImpressions

1.2MShares

142kDownloads

29.6MImpressions

1.1MShares

Cuervo

Brand Account Campaigns

Creative AssetsStickersEmojiVideosGifsPhotos Filters & FramesPlus…69


Creative AssetsStickersEmojisVideosGifsPhotos Filters & FramesPlus…Chatbots70


Campaign BenefitsNon-disruptiveActiveOptimized for mobileCreated for sharing

71

1:1 interactionDirect feedbackFrictionless

1-800 Flowers Campaign Goals

§ Generate brand awareness§ Direct smartphone users to

a mobile storefront § Drive purchases and sales revenue§ Capitalize on Mother’s Day timing

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1800-Flowers Designs

73

1-800-Flowers Variations

74

Viber

Line

1-800-Flowers Campaign Detail

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1-800 Flowers Campaign Results

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447kDownloads

34.2MImpressions

1.7MShares

Drove 10% of Mobile Site Traffic

Planning: Best Practices77

Relevancy

78

Campaign Positioning

79

Quality Design

80

User Experience

81

Targeting

geo targeting by Cristiano Zoucas from the Noun Projectclock by Christian Shannon from the Noun Project

82

Targeting


83

Targeting


84

Targeting

85

WeChat Viber Kik Line

PicsArt Messenger Kakao Talk

Thank You!swyftmedia.com

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Evan Wray Vice President & Co-Founder - Monotype · Growth of Mobile Usage 5 Source:KCPB/Meeker...

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Transcript of Evan Wray Vice President & Co-Founder - Monotype · Growth of Mobile Usage 5 Source:KCPB/Meeker...