“Mobile Advertising Insights”
Presentation given by Christian Vuithier, Director Digital at Mindshare AG.
Mobile Monday Switzerland Event #40 on Mobile Context-Driven Marketing, 27th Apr 2015, Zürich.
2. Who we are
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7000+ Specialists
116 Offices
86 Countries
Global HQ London
Mindshare’s role is to to help clients grow their business and drive profitability through
Adaptive Marketing.
We do this through a culture of Original Thinking driven by Speed, Teamwork and
Provocation.
The World’s Number 1
Communications Group
Our Global Network Our Global Strength
28% share
$105 billion
#1Globally
Rank
Our Role
Our structure across markets is unique in its simplicity.
We draw upon this to create bespoke and fully integrated teams for each client.
7. Mobile Internet Usage in Switzerland
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• 3 of 4 Swiss are using the internet always and everywhere
• Tablet plays a more an more important role as preferred access to the internet,
Switzerland among the top countries worldwide.
• Mobile internet access will be more popular than the access over stationary computer
soon.
Mobile Internet
Users
Source: Media Use Index 2014
18. Frequency of Noticing Ads on Smartphone
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Source: Google Study Our Mobile Planet 2013
19. Place of Ads Noticed
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Source: Google Study Our Mobile Planet 2013
20. Mobile Advertising – Strategic Approaches
• Extend reach of TV campaign into the web by using TV spot as asset
• Mobile as fixed planned discipline in every digital media plan
• Branding approach vs. performance approach (conversion focused)
• Programmatic media buying by using data (profiles)
• Consumer journey - understanding of the digital media consumption and learn
from interactions with the campaign
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Source: Mindshare POV
21. Mobile Advertising – how it works
• When talking about mobile campaigns we mean Smartphones and Tablets
• Booking parameters: single site, network, programmatic.
• Billing models: CPM and CPC are common – CPX possible
• Pricing of Mobile campaigns is different compared with desktop campaigns at
most publishers
• Optimization in frequency through frequency capping (e.g. 1x/24h/user,
3x/week/user, 5x/campaign/user) is highly recommended.
• Most common targeting possibilities are: Device/Operating system, weather, time,
type of mobile connection (3G/LTE, Wi-Fi), location.
• Thanks to fingerprinting methodology, interest based, socio demographic and
other targetings will be reality soon.
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Source: Mindshare POV
22. Mobile Advertising – good to know
• Ad creation is a challenge due to different specifications depending on operating
system and screen size / screen resolution.
• Offer of standard formats (such as Rectangle and Wideboard) reduce complexity
and became very popular thanks to content near integration.
• Responsive Mobile Ads will make their way.
• Cookie based conversion tracking is still difficult and normally not possible in Apps
– standard deactivation of cookies makes it also more difficult on mobile websites
• Future mobile tracking technologies work with user identification based on
fingerprints.
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Source: Mindshare POV
23. Mobile Standard Ads Smartphones / Tablets
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• Smaller formats such as Mobile Banners are replaced by larger formats
like Mobile Rectangles and Mobile Wideboards
• Intestitials/Prestitial (both fullscreen) are recommended for launch
campaigns by using a strict frequency capping
• Appearance varies from 5 seconds (Interstitials/Prestitials) to 10
seconds for formats where the ad is not layed over the website content
• Size of formats may vary from website to website (same for apps).
• Most common technologie are HTML5, GIF (animated) and JPEG
Source: Mindshare POV
24. Mobile Video Ads for Smartphones
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• TV commercials up to 30 seconds are often used as Rolls in order to extend reach of a
TV campaign
• Spots up to 15 seconds can be shown as Videostitials (autoplay, ending after 20 secs,
user initiated closing possible)
• Most common video formats can be used, sometimes combined with aditional stills
Source: Mindshare POV
25. Mobile Special Ads for Smartphones
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• Strong impact animated ads become more an more popular
• Swipeable ads such as Cubes or Smart Banners are in trend and still are surprising the
user
• User interactions on the ad can be measured and analyzed
• Eeasy in produtction – only 4 different stills (GIF/JPEG/PNG) and up to 4 URL
Source: Mindshare POV
26. Mobile Video Offers in Switzerland
• TV as mass media has come to its limits –
mostly younger target groups are consuming TV offers online.
• Trend of extend TV reach into digital (including mobile) is here.
• Most common formats are Rolls (Pre-/Mid-/Post)Interstitial and Video-Layers.
• Huge inventory from different publishers.
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Source: Mindshare POV
27. Mobile Advertising - Pricing
Mobile Advertising in Switzerland is rather high priced compared with almost every other market.
Indicative gross prices for CH market:
Mobile Banner CPM CHF 15 to CHF 50
Mobile Banner CPC starting at CHF 0.50 brutto
Mobile Banner CPX CHF ?
Pre-/Interstitial Smartphone CPM CHF 70 to CHF 100
Pre-/Interstitial Tablet CPM CHF 80 to CHF 100
Rolls (Pre-/Mid-/Post) CPM CHF 30 to CHF 90
Mobile advertising portfolio potential only exhausted by 10% so far.
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Source: Mindshare POV
28. Trends in Mobile Advertising
• Mobile targeting is getting more precise.
• iPhone’s stores locations automatically - locations and recently visited places can be
identified (even if GPS is turned off)
Targeted Campaigns
Source: Adello 2014
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29. Trends in Mobile Advertising
• Generating awareness with Mobile Ads.
• After clicking a coupon can be stored in
Passbook App (iOS).
• Interaction and reactivation of the Coupon:
- Calendar entry
- Push message
- Location based activation
- Time based activion
- Change of stored or reactivation of expired
coupon
Mobile Couponing
Source: Adello 2014
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30. Trends Second Screen
• sound recognition of a TV spot
• recording by using Shazam App
• user will automatically forwarded to a website
with further information/competition/offer
• synchronization of TV planning with digital
mobile campaign
• adserving technology allows advertiser to
show his mobile campaign while TV
commercial is broadcasted
Source: Adello 2014
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