8. The fastest growing digital media channel
"Mobile advertising
obviously has a lot of
potential and power.
There's a lot of debate
about whether it will
take off – we think it
will, driven by iPhone
and Android
development.,"
Sir Martin Sorrell
WPP chairman
DECEMBER 09
9. Myth vs. Reality #1
Mobile media becomes an integral part of the media mix
say
Mark Read, chief executive
of WPP Digital. "The
absolute revenues now are
tiny, but you can see how
these things are starting to
fit together.''
10. Myth #2:
A small screen=limited UX=
limited advertising experience
11.
12. A new era of advertising
The closest to consumer form
Of advertising ever
13. New capabilities of this media platform triggers a
whole new set of advertising capabilities
TOUCH
LBS - GPS
VIDEO
ACCELOMETER – Motion Detection
REAL TIME
14. VW CC 2010 iPhone campaign
CLASSIC touchVERTISING
15. DOCKER’S first shakable ad campaign
ACCELOMETER
http://www.youtube.com/watch?v=NwnuwGhcpRU&feature
16. iAD Nissan Leaf campaign
“Meet the Future”
http://www.youtube.com/watch?v=a-_xa_m7MXU
17. McDonald’s location based campaign
OVI MAPS
The landing page supplied driving and
walking directions
Results:
• 7%CTR
•39% of the users who clicked through to
the landing page, clicked on the button for
directions to the nearest store
18. Devices with integral GPS
•Enable brands to meet specific needs
related to time and space
•A great opportunity for the retail sector
19. Mobile Video touchVERTISING - UbiSoft
• Interactive video pre roll
• 3 sorts of call to action:
1. Mobile web page
2. App download page in the apple app store
3. Amazon Mobile > Direct Purchase
• 5.4% CTR .
21. Mobile Real time touchVERTISING - VOLVO
• This campaign incorporates twitter
updates in real time on the display
banner
22. Myth vs. Reality #2
Mobile: an upgraded adv.
Experience when done right
The challenge is educating the
creative teams to understand and
utilize the smart phone capabilities