Review of mobile advertising trends, features talks by Eugene Holenstein and Katie Birch from Big Mobile and Erik Hallander from VisualJazz Isobar

1. 15th of April 2013

2. Ben Bickford Zac Jacobs
Bionic Millipede
Alex Young Tash Bickley
Medibank Business Aware

4. #MoMoMEL

9. What is Referron?
Referron is a combination of an iPhone application and an online
dashboard.
Your friends, customers and partners can use the Referron App to
send you a referral. You’ll receive a notification within the app on
your phone and see the new referral details both in the app and on
the dashboard.
iPhone App Online Dashboard

10. Referron Offer
10 Free Referrals for More Business
Valued at $50 for the first 5 registrants.
1. Register on their iPhone app.
2. Send me an email for an invite.
zacjacobs@gmail.com
3. I’ll invite you in.

11. 76% Australians access the internet through mobile
devices, a staggering growth of 208% since 2010.
32% do through smartphones only while
9% do through tablets only and
35% do though both Source:MagnaGlobal

12. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%
2010
Smartphones
Tablets
2013
2015

13. Millions of Subscribers
1200.00
1000.00
800.00
600.00
400.00
Millions of Subscribers
200.00
0.00
Source: Informa

14. Eugene Holenstein – Big Mobile
Katie Birch – Big Mobile
Erik Hallander – VisualJazz/Isobar

15. Eugene Holenstein
Big Mobile
Katie Birch
Big Mobile

17. Big Mobile
Our Credentials & Philosophy
• Mobile Solutions Specialist
• Australia, NZ, Indonesia & Singapore
• Premium Publisher Network
• Fastest Growing Media Sector
• Making to Responding

18. The Story So Far...
The culminating factors driving Mobile advertising in Australia
• Smartphone Penetration & Data Costs
• Changing Media Consumption Patterns
• Publishers & Performance Networks
• Tracking, Accountability & ROI
• Big Brands on Mobile
Source: *Nielsen Telstra Media Smartphone Index Study 2012. Nielsen’s ‘The Mobile Consumer – A Global Snapshot’, February 2013.

19. Mobile Expenditure
Phenomenal growth expectations
• $42.7m in FY11-12
• $82m in CY12
• 220% growth in FY12-13
• <1% of digital ad spend in FY11-12

20. Consumer Trends
Communication Opportunities
• Discovery
• Google, Email, Social
• Photos & Video
• Convenience, Ease of Use
• Functional or Fun

21. Audience Research
Nielsen, AIMIA, AMCA, Millward Brown, Frost & Sullivan
Source: Nielsen Telstra Media Smartphone Index Study 2012

22. Media Trends
Advertising Opportunities
• Standard, Expandables & MRECs
• More Publishers & DSPs
• Social TV
• Multi-tasking
• Video growing
• New Business Models

23. Agency Perspective
How agencies are planning Mobile media
Media Objectives Attitudes & Activities
Target Audience
Day & Time
Source: Nielsen Telstra Media Smartphone Index Study 2012

24. Creative Trends
Relevant and Valuable
• When, Where & What
• Rich Media
• Social Integration
• Innovations & Media Firsts
• Location, Data Capture & Reminders

25. Creative Trends
Creativity is key : Adnews Article 19th March 2013
“It’s not what data you
have access to but
what you do with it”
Jonathan Mildenhall
VP of Global Advertising Strategy and
Creative Excellence “Creativity is the
Coca-Cola Company crucial variable in the
process of turning
knowledge into value”

26. Sony Entertainment – MiB3
Creating a fun, lead generation focused banner for the movie industry
The Brief Our Solution
• Drive Awareness • We created ‘The Big Movie Widget ‘
• Create Excitement • Premium Publisher Entertainment & Gaming
• Drive Ticket
The Results Sales • Premium Publisher Advanced Demo Targeting
• An exceptional engagement rate from within the Expandable banner of 39.65%
• Additional to be shared across the

27. Expandable Benchmarks
What consumers are interacting with on Mobile currently
NB. Big Mobile Expandable banner averages i.e. All engagements are post the first click to expand.

28. Future Opportunities
Advertising Opportunities

30. Erik Hallander
VisualJazz/Isobar

31. Advertising in Mobile apps
Two sides of the coin in under 12 minutes

32. Erik Hallander
Interactive Director (Executive minister of the future)

33. Advertising in apps
vs
Mobile web advertising

34. Facilitating ads in apps
Advertising in apps

35. Facilitating ads in apps

36. Facilitating ads
“Can ads create sufficient revenue?”
- Yes, but it’s complicated.
Platform, genre and reasons to return play
significant roles in an overall success story.
Also, bear in mind that a revenue driven by
advertising means a delay on the return. Ads take
time to generate significant income.

37. Facilitating ads
“How much $$$ ?”
- Shrouded in intense mystery :)
Compare your product to similar ones that have
public post-mortems or success based case studies.
Most ad networks pay per impression, with a
bonus for clicks. Type of ads play a part as well.

38. Facilitating ads
“How should I set it up?”
- Familiarize yourself with the networks
AdMob mediation is a very powerful tool to get
the best possible ad serving platform.
Subject to post-launch analysis and optimization
for best possible outcome.

40. Advertising in apps

41. Creating ads
“Do mobile ads work?”
- Yes, and very well too.
Localized advertising brings back focus on
context, an area that’s greatly underestimated.
The unique link between ‘click’ and download
mean mobile ads have a greater measure of cost-
per-action.

42. Creating ads
“Business as usual?”
- Not quite.
Localization, ads disguised as games, coupons
and information relevant to context work well.
The same old banner ethos forced on a mobile
screen doesn’t.

43. Creating ads
“Am I getting a good ROI?”
- One of the best in the game.
Currently, the average cost for a smartphone ad
is significantly lower than its web counterpart (by
a factor of almost 4!) (wall street journal)
Several significant studies have noted that
smartphone users tend to notice ads a lot more
than in other media.

44. “There’s a digital-divide issue here. People who
can afford only one screen or internet connection
are choosing the phone. If you want to reach them
at all, you have to reachJosh Clark – ‘Nielsen is wrong on mobile’
- them on mobile.”

46. One minute to spruik
• Your latest project
• Your search for a mobile job
• Your search for a mobile person

47. Ben Bickford – Bionic
Zac Jacobs – Millipede
Alex Young – Medibank Private
Tash Bickley – BusinessAware

48. 15th of April 2013