Mobile Advertising Masterclass, Bucharest, Romania, 9 October 2009

1. Rick Joubert
www.yonder.co.za
www.ringco.net
www.rickjoubert.com

2. Mobile Advertising Master Class
9 October 2009,
Bucharest, Romania

3. 7th mass medium
Print Recording Cinema Radio TV Internet Mobile

4. Global Mobile Media Landscape
• Global Advertising Market 2009 $450 Billion
• Global Online Advertising market share 10%
($45 Billion)
• Global Online Advertising market growth 8%
• Global Mobile Advertising market share 1%
(Microsoft: Tenth of global ad spend 'will be on mobile channel in 5 years„ )
• Mobile Advertising market growth 55%
• Other media growth is declining -7.3%
>New Study Expects Mobile Advertising to Represent 25 % of Global Internet Ad Spend by 2011

5. Penetration (%)
The Adoption Curve
Time
The Long Tail
Spend (R)
Large Advertisers

6. What makes MOBILE different?*
1. First personal mass media
2. Permanently carried
3. Always on
4. Built-in payment mechanism
5. Available at point of creative inspiration
6. Accurate audience measurement
7. Captures social context of media consumption
* Tomi Ahonen

7. “..available at the point of creative 7
inspiration…”

8. Mobile TODAY has twice the reach of TV, three times the reach of
Internet and is the only media carried upon our person every hour of
the day.
In developing markets mobile is the
FIRST screen

9. Q. Is mobile the hero, lead or support?
• Media : display advertising
• Direct Marketing: push messaging , lead generation
• Integrated Marketing: interactive response channel for
other media
• Community Building and CRM
- Standard SMS/MMS/dot mobi tools
- Branded application / utility (content delivery)

10. Integrated execution – 1
0
MMA Global award winning case study
• What if you could LISTEN to a poster?

11. • http://www.carling.com/ipint_details.html
• http://www.kraftfoods.com/kf/iFood.aspx

12. Case Study: Nike
MINI SITE hosted in Vodafone live!
• Home page exposure via links and banners
• 21 day campaign
MINI SITE contained:
• Television commercial downloads
• Wallpaper downloads
• Screensavers
• NIKE TV ad on Mobile TV channel (SA first!)
• Link to competition page for customer survey
• No digital rights management on any content
End user value proposition
• FREE high quality branded content
• FREE mobile data charges

14. Case Study: Nike
• Campaign results
• Client Expectations
• • 15 000 downloads
• • 4 000 survey responses
• Actual results
• • 84 000 downloads
• • 9 200 survey responses

15. Coke Happiness Factory
August 2008
Background:
• Vodafone live! Minisite.
Components:
• Content: Unique Wallpapers; Screensavers;
Videos; Ringtones; Happiness Factory Game;
• Competitions (Win a coke vending machine)
Objectives:
• Awareness
• Downloading of branded content
• Database building
Call To Action:
• Clickable Banner to Happiness Factory Mini Site.
Results: > 60 000 downloads CTR : 2.92%

16. Simple Lead generation
• Mainly financial services
industry
• Average CTR of 1%
• 1000‟s of leads generated
monthly
• CPM & CPC campaigns

17. Est. 5 million active RSA users, 14M registrations

18. Mxit: Five second interstitial at log-in

19. Mxit: SkinZ

20. Mxit : Sponsored driving lessons
Sponsor
53K registrations in first week

21. What is The Grid? Location-based
social network that mashes UGC, LBS and IM

23. Snap shot of Grid logged-in users

24. 500,000 ad impressions daily
All ads can be targeted according to
location, gender, age, time of day
Nic Haralambous– Mobile Internet, SN and LBA

25. The Grid JAVA application is able to deliver location based
adverts via interstitials, commercial blips (geo tagged content)
and clickable text adverts.
1. The user logs in and gets located.
2. Every time the user accesses his or her friends list, the user
will be shown an advert based on their most recently
updated location.
3. When on the map the user can then ask to see blips
nearby, The Grid will then show a list of blips nearby and
any adverts which are listed will be shown once the user
clicks on the blip.

26. Location / impression report – Jay Jay‟s Pretoria

27. Penetration (%)
The Adoption Curve
Time
The Long Tail
Spend (R)
Large Advertisers

28. The Grid: Mood map

29. Demographics
Page/Category
Subscriber Type
Specific
Time of Day ARPU
Targeting Toolkit
Handset Type Location
Day of Week Frequency Capping

31. AdMe Case Study:
LG KS360
• LG Promo built into weekly AdMe promo SMS
– “AdMe: Great new chances to win LG cell phones and more. Click XXXXX to enter”
• Total of 443718 SMS sent with;
– 3.72% Click Through Rate
• Mobi site Skin and banners
• 9506 entries to the LG campaign – due to multiple entries per
member – 6361 unique entries
31

32. .mobi portal skin
Full Mobi Skin +
Banners
32

33. What is your favorite feature on the LG KS360?
33

34. What is your favorite feature on the LG KS360?
34

35. What is your favorite feature on the LG KS360?
35

36. Text Based Mobile Advertising: PCM
1) 7,6 billion messages in a
08/11/25 3:30 am
year
*140*0821234567#
+27823103104
2) 24 million unique people
Please Call Me exposed to PCM ads per
082 3103104
month
For low low car
Insurance call Budget
On 0860 28 28 49
3) All MNO’s
During office hours to
Start saving.

37. PCM: Two case studies
08/11/25 3:30 am 08/11/25 3:30 am
+27823103104 +27823103104
*140*0821234567#
Please Call Me Please Call Me
0823103104 0823103104
PnP Choice asstd long SMS OMO to 32323
life juices (1 L ) @ (R1) to take the OMO
R6.99 SAVE R2.50 per challenge & you could
litre at all Pick n Pay win a cellphone &
HYPERS.24-29 Sept airtime for a year!
only Rules apply.

38. PCM : OMO
• CTA: SMS “OMO” to short code
• User then receives SMS asking for answer to a question
which can only be found on the OMO pack
• User SMS‟s answer back and if correct competition entry
is confirmed
Result : 485K unique brand engagements and database

39. only
0823103104
juices (1 L ) @
Asstd long life
Please Call Me
per litre at all PnP
R6.99 SAVE R2.50
Hypers.24-29 Sept
9/1/2008
9/2/2008
9/3/2008
9/4/2008
9/5/2008
9/6/2008
9/7/2008
9/8/2008
9/9/2008
9/10/2008
9/11/2008
9/12/2008
13/09/2008
14/09/2008
15/09/2008
16/09/2008
17/09/2008
18/09/2008
19/09/2008
20/09/2008
21/09/2008
22/09/2008
23/09/2008
Unit Sales
24/09/2008
25/09/2008
26/09/2008
+564%
27/09/2008
28/09/2008
29/09/2008
30/09/2008
10/1/2008
10/2/2008
10/3/2008
10/4/2008
10/5/2008
+1733%
10/6/2008
10/7/2008
10/8/2008
10/9/2008
Case Study: Retailer Orange Juice
Sales

40. Thank You
www.yonder.co.za
www.ringco.net
www.rickjoubert.com