Scott Jones, ChaCha - Think LA Mobile Breakfast
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Transcript of Scott Jones, ChaCha - Think LA Mobile Breakfast
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thinkLA Mobile BreakfastThursday, June 16, 2011
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Event & Keynote Introduction
thinkLA Mobile BreakfastMaster of Ceremonies
Paul Santello SVP, Brand Sales & MarketingEvolve Media
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Co-Founder, Chairman, CTO• Creator of #1 voicemail technology worldwide
• Sold to Comverse for $843 million
Co-Founder, Chairman, CEO• Creator of world’s largest music database
• Sold to Sony for $260 million
Founder, Chairman, CEO• Definitive source of real-time answers
• Provided over a billion answers so far
• Fastest-growing Q&A company
Keynote Presentation: Scott A. Jones
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Scott Jones: Pioneering Technologies at Work & at Home
MTV Cribs Awards Available on iTunes
Visit http://on.mtv.com/JonesCrib to see Scott’ crib!
MTV Cribs Awards: A Decade of Cribs - January 2010
• WINNER: Crib of the Decade
• WINNER: Best Home Theater
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thinkLA Mobile Breakfast
Keynote PresentationScott A. Jones
Thursday, June 16, 2011
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Q: What is ChaCha anyway?
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#1 Real-time Answers
1+ Billion Questions ChaCha’s answered
3+ MillionAnswers provided to users every day
25 Million Monthly unique users
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About ChaCha’s Mobile Answers
View this video here: http://bit.ly/ChaChaMobile
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ChaCha Answers on Mobile
Win a working with…
What was the final score of the NBA Championship game?
9
Dallas Mavs 105, Miami Heat 95 on 6/12. ChaCha on.
Mobile Web Mobile App Mobile Messaging
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Some of Our Brand Partners
“ChaCha was the perfect partner for our launch. Viewers want to engage with our content and talent in unique, new ways. This provided a completely immersive,
cross-platform experience.”
Cameron Death, Sr. VP & GM NBC Universal Digital Studios
10
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Q: Does advertising on mobile phones matter?
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Mobile Subscribers
Satellite TV Subscribers
Cable TV Subscribers
TV Households
Internet Access
280
20
221
65
125
In MillionsSource: Lifestyle Wireless, 2011
Mobile is #1 in Audience and Reach
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Source: Morgan Stanley, April 2010, Global Projection
Mobile Web will surpass ‘tethered’ usage within 3 years
Internet users in millions
Mobile vs. Desktop Internet User Projection
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Desktop versus Mobile: Different Animals
SolitaryFixed location
30 minutesSift through resultsFocused on desktop
Often Research-oriented
SocialOn the go30 secondsNeed an answerMulti-taskingTimely, contextual, personal
topics
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Mobile Users Express Immediate Intent
Vs.
Understanding Mobile Information Needs – October 2010 – Church et. Al.
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Mobile Search Users Are Impatient
Large Scale Study of European Mobile Search Behavior – 2008 – Church et. Al.
80% report frustration with mobile web due to speed, too many clicks, and too much
irrelevant content.-Qualcomm
- 2010
< 3mins
15 +mins
80% Shorter Search
Session
&
80% Lower CTR
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Smartphone Users Multitask
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I see search moving away from statelessness to something more resembling a conversation.
- Peter Norvig Google Director of
Research
Mobile is Conversational & Personal
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19
Desktop Experience Does NOT Transfer to Mobile
How do over 40,000
results look on a mobile
phone?
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20
Answers vs. Results - Which Would YOU prefer?
How many licks does it take to get to the center of a tootsie pop?
Engineering students from Purdue University reported that their licking machine, modeled after a human tongue, took 364 licks. Source: Tootsie.com
vs
Answers Results
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Share of Web Traffic Coming from Mobile Devices
Entire Web
Global StatCounter, comScore qSearch, Google Analytics Mobile – May 2010 - May 2011
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Web and Mobile are Complementary
Google Inside Search, May 2011
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Google Inside Search, May 2011
Mobile & Desktop Inversely Related Throughout Day
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Smartphone vs. Feature Phone Usage
comScore MobiLens – March 2011
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Nielsen MarketSight – Q2 2011
65%
37% of US mobile subscribers have smartphones now
Smartphone Penetration Accelerating
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Smartphones
63% 37%
Other 2%
13%
4%
10%
9%
FeaturePhones
Nielsen MarketSight – Q2 2011
Smartphone Adoption Surged 12% in 6 Months
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• Some early-adopter smartphone users do NOT have data plans
• Of mobile users who have data plans, 23% consume small amounts of data
• The top 10% of ‘super users’ consume 90% of the data
• Android and iPhone users consumer 2x more data than other phones
Sources: Nielsen Marketsight and Nielsen Company, Customer Value Metrics, Single Line Accounts – May 2011
Smart? Phones
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LBS has Reach Challenges
2804/12/2023Source: Pew September
2010
% of U.S. population
4% Use LBS
24% use apps
35% have apps
71% use SMS
82% use cell phones
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Only Some Apps Are Important
TechCrunch / Localytics – 3Q 2010
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Smartphone Users More Likely to Text and Text More Often
Source: Mobile Media Marketplace Q2
Nielsen MarketSight – Q2 2011
“What started once as a 'teenager thing' has now
reached the total population…
“Messaging is the broadest reaching communication
platform on the planet.”
~ Tomi Ahonen
Adoption
Adoption
891SMS Per
Month
705SMS Per
Month
SmartPhones
FeaturePhones
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Mobile Marketing Options and Adoption
31
5%
3%
7%
5%
3%
3%
43%
29%
27%
26%
24%
17%
15%
7%
14%
5%
9%
6%
15%
28%
23%
24%
24%
20%
19%
16%
9%
9%
3%
8%
8%
2%
2%
1%
1%
1%
2%
2%
2%
2%
1%
5%
Mobile websites
Mobile apps
Mobile messaging/SMS
Mobile display ads (CPM or CPC)
Mobile search
Mobile rich media apps
Mobile video
2D "smart" barcodes
Mobile coupons
Location-based services
Interactive voice response
Mobile gaming
Proximity - Bluetooth, RFID
Near field communications
paymentsSource: Association of National Advertisers, 2010
MORE THAN 3 YEARS
1-3 YEARS
LESS THAN 1 YEAR
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Integrated Approach to Mobile Marketing Key
• Personalize the User Experience with Context
• Make sure you’re represented across all mobile media
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The study used norms developed in online ad testing as a benchmark to draw conclusions around the performance of advertising on mobile devices. InsightExpress compared the two using InsightNorms, the company’s normative database containing 1500 online ad effectiveness campaigns and 150 mobile ad effectiveness campaigns. Mobile InsightNorms are based on InsightExpress’ flagship mobile brand effectiveness solution, Mobile AdInsights, which employs a test/control design to measure the brand impact of mobile advertising campaigns.
Mobile is Outperforming Online in Every Measure
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Are Advertising Dollars Being Spent Wisely?A
vera
ge
Wee
kly
Ho
urs
Sp
ent
vs.
% o
f A
d $
$’s
20% of Ad $$
0.8% of Ad $$
6.3% of Ad $$ 6.3% of
Ad $$
5.7% of Ad $$
eMarketer – May 2011
Mobile is Lagging = GIANT Opportunity43% of
Ad $$
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35
Smaato, mobileSQUARED & Lightspeed Research, Nov 2010
Mobile Marketing: It’s Still Very Early
4%
10%
17%
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2009 2010 2011 2012 2013 20140
500
1000
1500
2000
2500
3000
MessagingDisplaySearchVideoTotal
US Mobile Ad Spending = 2.5B in 2014
CAGR = 44%
eMarketer, September 2010
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thinkLA Mobile BreakfastThursday, June 16, 2011
Thank You!!