2017 FORRESTER REPRODUCTION PROHIBITED Mobile Moments

Mobile Moments and How To Capture Them Melissa Parrish, Vice President, Research Director @Melissa.

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How has mobile changed you? © 2016 Forrester Research, Inc. Reproduction Prohibited 4

We are always addressable 51% 62% 2011 2015 Source: Forrester’s North American Technographics® Online Benchmark Survey, Q 3 2011, Base: 57, 751 US online adults 18+ Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015; Base: 61, 222 US online adults 18+ © 2016 Forrester Research, Inc. Reproduction Prohibited 5

Customers are more connected than ever © 2016 Forrester Research, Inc. Reproduction Prohibited 6

5. 4 billion smartphones globally by 2020 126 minutes spent on a mobile phone daily 25 78% Number of apps a consumer uses in a month of time is spent in apps © 2016 Forrester Research, Inc. Reproduction Prohibited 1. 5 million Apps available to consumers today 7

Welcome to the Mobile Mind Shift The expectation that I can get what I want in my immediate context and moments of need. Image source: i. Stock

Mobile Moments are the next battleground A mobile moment is a point in time and space when someone pulls out a device to get what she wants in her immediate context. Image source: i. Stock

30 billion © source: i. Stock Image 2013 Forrester Research, Inc. Reproduction Prohibited 10

Win in customers’ moments. © 2016 Forrester Research, Inc. Reproduction Prohibited 11

Pre-digital 1: © 2016 Forrester Research, Inc. Reproduction Prohibited ∞ 12

Digital 1: 1 © 2016 Forrester Research, Inc. Reproduction Prohibited 13

Post-digital Compare car models Sign the contract Find dealers near me Plan my first

Mobile moments are present throughout the customer journey 21% of tablet users and 29% of mobile phone users receive coupons/promotions through their respective devices at least weekly 56% of US mobile phone users compare prices on their mobile phones while shopping in a physical store most or all of the time. 61% of US online adults use their tablets to research physical goods for purchase monthly or more (52% for mobile phones) 44% of US smartphone users agree that "My smartphone is more convenient than other devices for getting things done" 43% of US smartphone users buy products/services through a smartphone app at least monthly 19% of US smartphone users make more unplanned or impulse online purchases on their smartphones than they do other devices Source: Forrester's Consumer Technographics North American Online Benchmark Survey (Part 1), 2016; Forrester's Consumer Technographics North American Retail & Travel Online Benchmark Recontact Survey (Part 1), Q 3 2016 © 2017 FORRESTER. REPRODUCTION PROHIBITED. 15

The result? Terrible ad experiences that don’t deliver © 2017 FORRESTER. REPRODUCTION PROHIBITED. 16

And which prompt consumers to avoid them © 2017 FORRESTER. REPRODUCTION PROHIBITED. 17

The solution? Context. © 2016 Forrester Research, Inc. Reproduction Prohibited 18

Unique Profile Relationship. Context Situational History

Old online tactics won't work with today’s mobile user Online: Who to target Customer segment Mobile: Individuals What format and Pre-fabricated messages through precontent planned channels Personalized content through optimal touchpoint When to engage Triggered by a company event Push-based communication triggered by a customer-led event Where to engage Any location Why the Proactive interactions to serve the engagement business, or reactive communication to occurs serve the customer An explicit location Proactive interactions to serve the customer and business Source: The “Vendor Landscape: Mobile Engagement Automation Solutions” Forrester report. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 20

Identifying context is crucial Airline example — mobile moments -2 weeks -2 days -2 hours Flight +2 hours +2 days +2 weeks Event • Request upgrade. • Reserve seat. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 21

Sophisticated data is crucial in the mobile experience design process: Inputs Identify Design Engineer Data & Content Audience & Moments Engagement Decisioning & Assembly Interaction Delivery Analyze Performance Measurement & Optimization Existing segments (e. g. , from customer CRM), location, purchase history, demographics, device type, in-app action or inaction, frequency or last use of a mobile app. Source: Forrester Research “Vendor Landscape: Mobile Engagement Automation Solutions. ” © 2017 FORRESTER. REPRODUCTION PROHIBITED. 22

Sophisticated data is crucial in the mobile experience design process: Inputs Identify Design Engineer Data & Content Audience & Moments Engagement Decisioning & Assembly Interaction Delivery Analyze Performance Measurement & Optimization Any combination of behavior, location, or events can be used as context to define an event. This includes isolated events (e. g. , initial app open, time of day), or along the flow of a customer journey within the app. Source: Forrester Research “Vendor Landscape: Mobile Engagement Automation Solutions. ” © 2017 FORRESTER. REPRODUCTION PROHIBITED. 23

This data helps contextualize the ad experience © 2017 FORRESTER. REPRODUCTION PROHIBITED. 24

Context needn’t be fancy to be effective Applying context increased: • Conversion rates by 375% • Bookings by 60% • Share of voice by 650% ……with no incremental investment © 2017 FORRESTER. REPRODUCTION PROHIBITED. 25

A peak into the future © 2016 Forrester Research, Inc. Reproduction Prohibited 26

New ad standards = better ads “Advertising has fueled the explosive growth of the internet and mobile media, bringing access to valuable content, services, and applications at little or no cost to consumers. However, much of this growth has taken place without enough attention to user experience. ” © 2017 FORRESTER. REPRODUCTION PROHIBITED. 27

Better ads = higher cost per ad Higher quality, contextual ads justified: ü Better consumer experience ü More sophisticated targeting ü Enhanced attribution Result of better ads: ü Lower total volume of ads delivered ü Still higher spend © 2017 FORRESTER. REPRODUCTION PROHIBITED. 28

Mobile = OOH and vice versa Mobile technologies + data = targeted, engaging messaging

More moments will be created with wearables, Io. T, etc. , until… © 2017

Mobile moments: › Shrink into micro moments. › Proactively appear in context. › Become

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Thoughts to leave you with › Mobile makes up 84% of Facebook’s ad revenue already › By 2021, brands will spend $119 bn on digital media › 65% of that will go to ads delivered on mobile devices › Contextual data will be the only way to cut through the noise © 2016 Forrester Research, Inc. Reproduction Prohibited 33