Time To Get Mobile

it’s time to get
mobile
adding mobile advertising to the mix

Dean Donaldson
Digital Experience Strategist
Night Talks – July 2009

© 2008 Eyeblaster. All rights reserved

second
life

The future?


The start of change…


Media 60 years ago

TV

Radio

Print


Media 30 years ago

Radio

Print

Broadcast
and Cable TV


Media Today (2009)
Internet
Standard Display Rich Media
Classifieds
Search

Outdoor
Newspapers

Magazines

Broadcast
and Cable TV Cinema
Radio

Source: Zenith Optimedia (Via AdAge.com)

Media Tomorrow (2012+)
Ad-funded apps Rich Media InStream Video Advertising
Social Networking
Micro-sites Standard Display Ad-funded OS
Classifieds
Widgets
Text Links Mash-Ups
Search
Newspapers
Portable Media Ads Mobile
Digital Outdoor User Generated
PodCasting
Outdoor
In-Game Ads
Blogging Electronic Ink (e-ink)
Pre-Roll
IPTV
Interactive Video
Magazines
5 second spot
Cinema
Digital Product Placement
Radio
Broadcast
and Cable TV


digital
creep

@Deutschland


WAP
SMS

more people
in japan now

surf the web
from a mobile phone
than from a PC
I-Igma

500 million
smartphones a year are
going to be sold over time
Steve Balmer


Media migration
• Personal TV 2010

VOD across multiple devices
Locations tailored to individual

• Web TV
Computer as interactive TV set
User generated content

• Digital TV
TV set as display device
High Definition architecture

• Analogue TV
Centralized, passive, limited choice
Single location viewing
1980


Citizen Scheduler


Mobile internet usage grows in 2008
+28% growth in
2008
12,000,000

11,000,000

10,000,000

9,000,000

8,000,000

7,000,000

6,000,000

Source: Comscore 3 month rolling average

Personal Web


Amazon

compare amazon

instantly


choose
to lose


Mobile shows similar trend to online
180

£165.7m
160
£153.1m
20
Mobile 17.8 18.1 140
Online audience (millions)

audience 17.2
16.8
and spend 15.8
2008 120

Online ad spend
14.6
15 14
13.4

£ millions
9.4m* £28.6m
100
11.8
10.4 10.3
9.8 80
10
8.3
7.4 7.1 60
6.3

£51m 40
5

20
£19.4m

0 0
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
1998 1999 2000 2001

*Source: Comscore 12 month average 2008 Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

penetration

as TV | as PC

2mps – 100mps!

connecting
video


payment
system


personally
identifiable

Your new fridge door


comfortable
consumer

Integrated advertising
• Proposed tabbed &
[PRINT] expandable MPU
• Interactive selection of
recipe ideas
 Link to more information

• Increased real-estate for
interactivity with out
leaving host site
• Auto addition to shop

• Direct print of content
• Send information direct
to mobile
• eCoupon via MMS

• Sequential delivery


In-Banner Conversions
Conversion Rate (on-site vs in-Banner)
1.20%
1.06%
1.00%

0.80%
Impact drives Conversions
0.60% 0.51%

0.40%

0.20%
0.20%

0.00%
Standard Banner Rich Banner Data Capture

* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08

Integrated conversions
• Banner to be used for
affiliate marketing

• Full integration to back-
end system via XML feed

• Select artist & album
of your choice

• Select track to listen
• Note the track Code no.

• Order tracks via SMS
• Text track code no. to
designated number

utilizing mobile • Response by text with an
activation code

micro payments •
•
Enter code in banner
Charged to mobile bill
AC5689GH


Cross-channel connection


Cannes 2009


2010
QR Smartcodes
“ Almost every Japanese phone
ships with a built-in barcode
reader that can
decode both QR

all handsets
Codes & standard
barcodes you find
on retail items. ”

quick
response

Better Lived Together

tracking offline to
online mobile

RFID – Radio Frequency Identification
• Chips linked to Internet
Active up to 500m radius
• Wave-and-Pay + GPS

Personal Identification Device (PID)

==targeted ads
targeted ads

Mini: what’s the big idea?
• Mini sends owners trackable RFID key-fobs
• Digital billboards based in key US cities
• Targeted messages speak to owners…


Air Tagging


the future of
paper


Tablet Computing


Apple iPad..?

60/40

Multi-Screen Dream
• 3” Mobile – “1ft user experience”
• 17” Laptop – “3ft user experience”
• 50” TV – “10ft user experience”

• 10’ Billboard – “100ft user experience”

interaction most likely to happen on
the screen closest to you

Cross-Channel Comparison
What is the status for comparing the following cross-channel metrics?

Online Search and
Display Advertising 51% 38% 11%

Computer-based and
Mobile Advertising 22% 62% 16%

TV and Computer-
22% 62% 17%
based Advertising

TV and Mobile
Advertising 7% 68% 25%

Outdoor and
Mobile Advertising 8% 62% 30%

Currently compare Would like to compare, but don’t do it yet Not interested in comparing

Source: 2009 Survey TNS / Eyeblaster State of Digital Advertising

Media Neutrality – the next phase
• Phase 1
Connecting display with search on PC
51% currently measuring – 38% wanting to

• Phase 2
3-screen (PC, TV, Mobile) approach is beginning to resonate
24% already analyze TV with PC or PC and mobile – huge 62% want to
People at home watching TV with laptop on knee and mobile in hand

• Phase 3
TV to mobile or Outdoor to mobile is huge area for growth
8% currently measuring – but huge 65% would love to be able to
Deemed a little bit futuristic, but they are aware – 25% are still unsure…

Source: 2009 Survey TNS / Eyeblaster State of Digital Advertising

The Future?

eyeblaster
channel
connect

personally relevant ads
inserted dynamically into any content

on any device
anywhere in the world


from search
to static banners to interactive

full-screen video
in a browser, in Game or on web TV

outdoor, on a desktop or mobile

collaboration


Life's for Sharing


The online execution


Mobile Ad Serving Landscape
• Managing Mobile Campaigns – existing problem

• Send media plan to each publisher
• Send creatives to each publisher

Agency
• Send changes to each publisher
• Get reports from each publisher
• Consolidate reports
• Consolidate online+mobile

no comprehensive mobile
ad serving tools for agencies


Mobile Ad Serving Landscape
• Managing Mobile Campaigns – Eyeblaster CC4M

Agency

CC4M

the first comprehensive
global mobile ad server for agencies
capable of integrating online and mobile


The mobile execution
• Live preview of adverts
• Static and animated .GIFs
• Multiples sizes catered for
• Optimizes to device
• Send preview to clients
• Monitor approval process

suzie@agency.com

simplifies
steve@client.com

agency process


Holistic mobile management
List of mobile web
sites / carriers

Mobile Format

Mobile Results as
Integrated Part of Drill down to see results
Campaign Results per format delivered


CC4M results

• 0.24% CTR
(0.07% CTR online)
• 0.08% CTR on N95
• 0.42% CTR on iPhone

ads delivered to 823
identified handsets

Serving Mobile Banners
• The mobile banner
Image
Text
Landing Page
• First step: BETA Dec 2008
Serves Standard Banners on Mobile web,
including mobile portals
• Next step:
Serve Rich Media ads across devices
Planned for Q4 2009

"Eyeblaster offers a clearly differentiating product that ports a capability that
advertisers are already familiar with to the mobile Web. This should spur
further improvements in the area of mobile Web ad serving." – Davis Brewer


More Information

creativezone.eyeblaster.com

email: dean.donaldson@eyeblaster.com
blog: www.deandonaldson.com

@deandonaldson


Time To Get Mobile

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