This document discusses opportunities in the mobile internet market and provides best practices for mobile advertising and search. It finds that some major websites have adapted well to mobile, while many retailers have not. Mobile internet usage is growing rapidly and surpassing fixed internet access. The document outlines different mobile ad formats and the importance of local search and click-to-call buttons on mobile. It provides market statistics on the UK mobile advertising market and case studies of successful mobile implementations by Directgov and M&S.
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Jo Garcia: Making Mobile Marketing Work
1. CONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARY
The Mobile Internet: There’s a bandwagon, so why not jump on it?
1st December 2010
Jo Garcia - Velti
1
5. CONFIDENTIAL & PROPRIETARY
But then – who is?
Total Unique
Visitors
Site
rendered for
mobile
Amazon Sites 787,202 YES
Home Retail Group 161,362 No
Play.com Sites 145,169 No
Dixons Stores Group 54,750 No
Wal-Mart 49,871 No
John Lewis Partnership 47,077 No
HMV 40,866 No
Arcadia Group Limited 37,371 No
GAME Group PLC 37,155 No
Marks & Spencer 36,671 YES
NEXT Group 30,769 No
Boots Plc 27,718 No
IKEA 26,433 No
Comet 23,745 No
9. CONFIDENTIAL & PROPRIETARY
UK Mobile Marketplace – Ad Expenditure
2009 £36.7m
Mobile Display
Advertising £17.4m
Paid for search on
Mobile Internet £20.2m
2008 £28.6m
Mobile Display
Advertising £14.2m
Paid for search on
Mobile Internet £14.4m
IAB & PwC research
Top 5 display ad categories:
Entertainment & Media - 61.5%
Telecoms - 14.7%
Finance - 8.1%
Consumer Goods - 3.2%
Government, social & political -2.7%
10. CONFIDENTIAL & PROPRIETARY
Mobile Search
1
2
3
Mobile search has increased 500% in 2 years
PPC campaigns offer better value than desktop
Targeting is more precise on mobile4
51% of mobile browsers use search
23. CONFIDENTIAL & PROPRIETARY
Mobile Search is Different...
ABC Restaurant
Fine dining for any occasion.
Fresh, organic ingredients.
www.abcfood.co.uk
ABC Restaurant
Fine dining for any occasion.
Call us now to reserve a table!
020 7031 1000
ad slots ad slots
24. CONFIDENTIAL & PROPRIETARY
Local drive to Mobile Search
Walk into
a store
Get driving
directions
33% of all search queries have local
intent
15% of iPhone applications are local
Series 1,
2007,
18.9
Series 1,
2008,
61.3
Series 1,
2009, 134
Series 1,
2010,
215.3
Series 1,
2011, 329
Series 1,
2012, 486
Users of mobile-local
services (millions)
25. CONFIDENTIAL & PROPRIETARY
Unique Feature – Click to Call
restaurant
Paolo’s Italian Restaurant
www.paolositalian.co.uk Fine dining for any
occasion. Featuring organic and fresh
ingredients.
01342 945547- 20 London Road, East Grinstead,
West Sussex, RH19 2TA
Sussex restaurant reviews
Find the perfect restaurant. Hours,
reviews, directions & more. Book a table
and read …
restaurant
Advertisers who use click-to-call get a 5-10% increase in
CTRs
CTC provides a safety net and doesn’t cannibalize URL clicks
26. CONFIDENTIAL & PROPRIETARY
Unique Feature – Click to Download
Promote Apps with mobile search:
Link directly to the download page for
Apple App Store and Android Market
30. CONFIDENTIAL & PROPRIETARY
M&S
30
M&S m-site 1.2m visitors and
13,000 orders since launch
10million page views and 13,000 orders
from the site
One single order of £,3280 – 2 sofas!
