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Clash group white paper 2013
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  1. 1. Mobile Advertising<br />Exploiting mobile as a mainstream media<br />
  2. 2. AGENCY<br />ADVERTISING<br />Digital design & build<br />Digital loyalty<br />Digital experiential<br />Mobile marketing<br />Ad serving<br />Media sales<br />Rich media formats<br />Creative build<br />What do we do?<br />TECHNOLOGY<br />Mobile web and apps<br />Corporate solutions<br />Interactivity & messaging<br />mCommerce<br />Converged, end to end, <br />mobile solutions<br />
  3. 3.
  4. 4. Mobile is evolving....<br />From humble beginnings:<br />
  5. 5. We used to do this....<br />
  6. 6. ...now we do this<br />
  7. 7. Usage is growing and evolving<br />"The mobile phone is the single most valuable device in people's lives…..It is becoming a device you use for virtually everything." <br />Jeffrey Cole, director of the Centre for Digital Future <br />
  8. 8. It’s a camera, TV, magazine, news room, sports centre, map...............<br />
  9. 9. More than just a call or text used by kids....<br />Source; Australian Interactive Media Industry Association (AIMIA)<br />
  10. 10. ....much more....<br />We are currently in the midst of the 5th major technology cycle of the past half a century (Mainframe era of the 60s, mini-computer era of the 70s and desktop Internet era of the 80s) <br />The current cycle is the era of the mobile Internet. <br /> Source: Mary Meeker, Morgan Stanley<br />AUSTRALIAN MOBILE INTERNET USAGE HITS RECORD LEVELS<br />NEILSEN SEPT 2010<br />MOBILE INTERNET USAGE HAS DOUBLED IN AUSTRALIA OVER THE LAST 12 MONTHS<br />ADNEWS SEPT 2010<br />
  11. 11. The Australian Mobile Market<br /><ul><li>Mobile penetration in AUS at 119%
  12. 12. iPhone / iTouch fastest growing gadgets in history (10 bn downloads to date)
  13. 13. Smartphones will surpass standard phones (iPhone / Android currently 25% ) by 2011
  14. 14. But even SMS usage still growing
  15. 15. A whopping 244% increase in Android devices since April, with an astounding 672% increase in page-views
  16. 16. Android sales (US) overtaken iPhone & Blackberry for the first time
  17. 17. Adoption of new devices hitting record levels: 3G hitting adoption curve ‘sweet spot’
  18. 18. AUS mobile ad market predicted to grow to $250m by 2013</li></ul>Source; Australian Interactive Media Industry Association (AIMIA)<br />
  19. 19. Mobile Web Trends<br /> Today there is an average of <br />6.5 times the mobile web usage, globally, compared to 2 years ago <br />* AdMob May 2010 Mobile Metrics Report<br />
  20. 20. Mobile Web Trends<br />By 2013, mobile phones will overtake PCs as the most common Web access device worldwide ~ Gartner 2010<br />
  21. 21. Web Usage by Handset<br />Majority of mobile traffic to your site may not be on an iPhone…. <br />Are you neglecting your audience?<br />* AdMob May 2010 Mobile Metrics Report<br />
  22. 22. Your website can, and should, be optimized for mobile devices…<br /><ul><li>Businesses must develop & populate mobile sites to accommodate for huge number of mobile owners using their devices to access the internet</li></li></ul><li>o<br />It seems complicated<br />
  23. 23. Reach all mobile users<br /><ul><li>Mindshare of mobile marketing focused on iPhone- Yet c.75% mobile internet use comes via feature phones
  24. 24. Android and other devices are on the rise
  25. 25. Need to cater for wider array of mobile platforms as part of an effective mobile strategy
  26. 26. Creating / targeting mobile web sites only for the few devices that dominate market means intentionally locking out vast majority of all Web-enabled handsets & users from your content, services & advertising
  27. 27. 25% of your customers get a great mobile experience, but what about everyone else?
  28. 28. Would you build a new website that only works with Google Chrome, and excludes everyone else?!</li></li></ul><li>Mobile internet can future-proof against the next generation of screen sizes <br />
  29. 29. Simplify Mobile!<br />ONE MOBILE STRATEGY, <br />ONE SOLUTION<br />
  30. 30.
  31. 31. It isn’t ‘The year of mobile’<br /><ul><li> The media landscape has already changed
  32. 32. Many companies are in a game of catch-up with the consumer
  33. 33. Consumers are way more mobile than many advertisers
  34. 34. Everyone owns one - and it is always with them!
  35. 35. Offers unique marketing capabilities</li></li></ul><li>So more and more people are using their phones for more things..more often (And they love them)<br />
  36. 36. Key Messages: Forget the tech<br />
  37. 37. Market your site / App<br />
  38. 38. Strategy: Mobile is not an add on<br />
  39. 39. Not only about Apps <br />
  40. 40. A few things to consider...<br /><ul><li>It is a deeply personal device and brands must understand this
  41. 41. You are being ‘invited’ into peoples lives: Be useful, relevant or entertaining
  42. 42. It bridges the gap between passive viewer and consumer
  43. 43. It is a valuable component of a truly integrated campaign
  44. 44. And can compliment more traditional campaigns
  45. 45. It can play an increasingly important role in brand loyalty & retention
  46. 46. Mobile can play a cost effective role for all marketing requirements: Branding, conveying information and driving response
  47. 47. Mobile may well be the only way to reach many consumers</li></ul>It needn’t be hard: Easy, cost effective solutions do exist<br />And they work.....<br />
  48. 48. Mobile Advertising works...<br />
  49. 49. Some key mobile marketing benefits<br />Increased intimacy<br />A mobile phone is with your customers and prospects wherever they are: At the shops, in their car, at an event.<br />As a result, a strong connection is fostered between users and their mobile phone. <br />In addition, mobile devices reach people at any time of day or night, furthering a sense of an intimate communication.<br />Higher sense of urgency<br />Mobile messaging is immediate. <br />When customers hear that ringtone, they pay attention.<br />Because customers’ phones are almost always with them, the likelihood is high that mobile users will read your message and respond.<br />
  50. 50. Some key mobile marketing benefits<br />Increased relevancy<br />Mobile campaigns can be executed with very high relevancy. <br />When messages are received at just the right time and contain the exact information the recipient is seeking, it creates an ultimate sense of relevancy that consumers appreciate.<br />And for retailers, mobile marketing is especially effective<br />Mobiles are portable, reaching customers when they are out and about and ready to buy.<br />If you have multiple locations, you may be able to entice customers for a quick peek at your sale or to try a new menu item.<br />You can elicit an immediate CTA, even if the customer is not in front of a TV or computer. <br />Offering coupons, with incentives based on what the customer has requested / purchased in the past, makes things much more effective.<br />
  51. 51. 31<br />Site Creation- Mobile Retail <br />Designed specifically for use on mobile devices: The first mobile site from a major UK high street retailerCustomers on the move can now shop on a site developed specifically to enable them to search, browse and buy easily from any web-enabled mobile phone or deviceThe site’s sync’s with the main M&S website so customers can log into their regular web-account and manage their shopping basket from their mobile-no need to download app or software, users simply type www.marksandspencer.com into their phone’s internet browserCustomers can find over 24,000 products & almost all of the functionality from the main M&S website Dave Hughes, Director of M&S Direct: “This is a major step forward in mobile retailing...hundreds of thousands of customers are already shopping with us on their mobile phones and market data is telling us that this will soon be millions. <br />
  52. 52. Mobile Advertising Landscape<br />On-deck<br />Banner Inventory<br />Off-deck<br />Sponsorship<br />Banners<br />Deep takeover<br />Creative<br />Text links<br />Apps<br />Mobile Web<br />Handset profiling<br />Lifestyle context<br />Video pre-roll<br />Branded Utility<br />Feature profiling<br />Handset profiling<br />Branded content<br />Brand-led app<br />Takeovers<br />Platform targeting<br />Site placement<br />Search<br />SMS<br />Alert sponsorship<br />Operator schemes<br />
  53. 53. Branding and engagement<br /><ul><li>JiWire study reported mobile users overwhelmingly willing to accept mobile advertising in return for having free content / apps
  54. 54. Respondents were responsive: 50%+ had “engaged” with mobile ad within past 30 days (e.g click, visit website), and 18% had made a purchase as a result of seeing a mobile ad
  55. 55. Industry reports typical CTR between 2-4%: 10 x that of traditional online
  56. 56. Better tech & innovation (Such as our Mpression Platform) means rich media formats emerging
  57. 57. These are attracting brand advertisers seeking to use mobile as a means of engaging and interacting with their target consumer
  58. 58. New formats offer great functionality (Click to call / Purchase) as well as eye catching creative capabilities (Such as video)
  59. 59. Allowing users to create / upload rich media expandable formats quickly and easily: Giving the user a richer experience</li></li></ul><li>Demo Sites – Text keyword to 0458 239 814 <br />Text ‘Kia’<br />Text ‘Juicy’<br />Text ‘V’<br />Text ‘Lexus’<br />Text ‘N900’<br />Text ‘Rimmel’<br />
  60. 60. Rich Media Formats <br />Rich overlay format<br />
  61. 61. Dynamic feeds <br />Dynamic ad insertion<br />Mpression can insert / update ads in real-time, enabling airlines to advertise last-minute deals, bookmakers to update their odds, or any brand to target consumers with relevant, real-time offers / promotions.<br />Facilitated through the dynamic feed built into Mpression<br />Specific artist:<br />User tags Rihanna track<br />Dynamic banner wth ‘Rihanna playing at The O2’ is shown<br />Links through to Rihanna ticket promo / win gig tickets etc`<br />
  62. 62. Click for video <br />
  63. 63. Video pre roll <br />Combine engagement & interactivity through high definition video<br />
  64. 64. Interstitials<br />Full-screen advertisements that appear when the user clicks on a link, in-between the page they were on, and the page they were heading to. As such, they have much greater impact than a traditional banner ad, due to the size and the context of the ad<br />
  65. 65. Event mobile <br />
  66. 66. Conveying additional information<br /><ul><li> Consumers don’t stand still and are mobile
  67. 67. 80% of interactions undertaken because consumers simply want more information*
  68. 68. Competitions / offers work well but, in digital age, consumers expect access </li></ul> to info, wherever / whenever / however they want<br /><ul><li>Mobile offers immediacy as well as ease
  69. 69. It can also compliment other media designed to attract consumers on the move
  70. 70. Push v Pull (Pull is very effective as the user is receptive and in control)
  71. 71. Traditional media doesn’t offer the engagement / interactive capabilities </li></ul> mobile can<br /><ul><li> Categories such as Government /Automotive and Finance readily embrace mobile as it offers advantages outlined above</li></ul>Source: Skyview Panel 2009,UK<br />
  72. 72. 42<br />53<br />Location and AR formats <br />42<br /><ul><li>Direct users in store
  73. 73. Utilizes data & APS functionality
  74. 74. Augmented reality mapping</li></li></ul><li>Driving response<br /><ul><li>Mobile is immediate
  75. 75. Our iSlide format, for example, has multiple calls to action:
  76. 76. Touch to call - Touching the link initiates a call to the brand
  77. 77. Touch to app - Touching link takes user directly through to App Store to download the app being advertised (Our ad serving platform Mpression can track post-click downloads, enabling advertisers to closely monitor ROI)
  78. 78. Touch to video - Brings up video clip which movie company might use to show trailer
  79. 79. Touch to location - Pulls up a map showing the user their current location & highlights advertiser brand's closest retail outlets
  80. 80. Touch to AR - Brings up AR display, showing user where brand's nearest outlets are. When device is laid down flat, display is converted to map view
  81. 81. Daily Capping :Campaigns can be setup to run to a certain daily allocation of impressions or clicks
  82. 82. Optimised campaign performance (Mpression)</li></li></ul><li><ul><li> Targeted to Males promoting the new Lynx Bullet
  83. 83. Great Call to Action; Win £10K</li></ul>Case study – Lynx<br />
  84. 84. Case study – VO5<br /><ul><li> This campaign promoting a VO5 2 for 1 offer
  85. 85. It was accompanied by a survey, which said 81% of people would like to see Mobile promotion </li></li></ul><li>Case study – Pot Noodle<br /><ul><li> Time targeted to lunch breaks and dinner times
  86. 86. Site Included a range of content:
  87. 87. Watch Videos
  88. 88. Downloadable features</li></li></ul><li>Redemption <br /><ul><li>Instant vouchers need no EPOS integration, click to activate
  89. 89. Integrated vouchers use barcodes and Unique Voucher Codes for EPOS integration</li></li></ul><li>Vouchering <br />
  90. 90. Application sponsorship & Integration<br /><ul><li>Sponsorship deals allow brands and advertisers to benefit from extra value in addition to just measuring clicks
  91. 91. They allow for more impactful creative formats and bespoke campaigns; that set them apart from their competitors
  92. 92. Sponsorships also create a subtle endorsement of the advertiser brand by the trusted publisher site
  93. 93. Offering advertisers more than clicks: Engagement, targeting and context</li></li></ul><li>Summary<br /><ul><li>Consumer behaviour has changed
  94. 94. Advertisers need to follow consumers
  95. 95. Advertisers can use mobile to deliver response, convey additional product information and create a deeper brand dialogue
  96. 96. All using the latest stand out creative formats
  97. 97. With full campaign tracking and accountability
  98. 98. Via the preferred device of a generation
  99. 99. Now is the time to evolve your mobile strategy</li></li></ul><li>Remember: Phones are getting smart..!<br />
  100. 100. Thank-you<br />Peter Birch<br />General Manager<br />4th Screen Advertising<br />(Part of Mobile Embrace)<br />Email: peter.birch@mobileembrace.com<br />Tel: 02 9360 3385<br />

Hinweis der Redaktion

  • How many of you feel like this sometimes?!For a device that is ubiquitous there is still much inactivity and confusion from an advertising perspective.I intend to explain why mobile advertising is here to help advertisers and publishers and not hinder. Why it should be embraced.Id like to take you through some work we have undertaken already and introduce you to simple tools that bury some preconceptions: That mobile is difficult, less effective than online or simply hasn’t arrived as a credible marketing medium yet. In order to do this- let’s take a step back
  • Now whether this happens next year or the year after doesn’t matter. What is undeniable is that mobile is getting more more important, more useful and more widely used than ever before. Put simply, mobile will only become more important in our lives as consumers and as a marketing medium. If you have not done so already it is time to take a long hard look at the benefits it can bring.It is not going to go away
  • Kilrush Mobile WebAllows you to design / build / manage services specifically for mobile handsets. Rendering mobilesites to over 12,000 handsets for the best possible customer experienceKilrush Application StudioEfficient &amp; easy to use, by non-tech designers &amp; developers: The App StudioAllows you to build iPhone, Android &amp; Blackberry apps all from one interfaceWhat does it do?Drag / Drop InterfaceStep by Step WizardsSecure Hosting EnvironmentBilling and Advertising IntegrationFlexible Form DesignSimple Feed Integration
  • I don’t know what it is but whilst people love their phones and smart phones are seen as UBER cool, when it comes to discussing mobile advertising most people just want an app. That’s it.Mobile advertising can, and should be much more. Whilst mobile phones are being used for much more, let us not forget that sms is still growing rapidly too and that feature phones still dominate the market for now.Mobile is evolving and is many different things.