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mobile marketing

2 billion are the total number of smart phone users in the world by 2015. How can you reach them? What are the advantages of mobile marketing? What are different types of mobile ads?
To know the answers go through the presentation on mobile marketing..

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mobile marketing

  1. 1. Mobile Marketing Seema Gupta IIM Bangalore DigitalMarketingTadka.com dmtadka@gmail.com© Seema Gupta
  2. 2. CONTENTS  EVOLUTION OF MOBILE MARKETING  TYPES OF MOBILE ADS  SWOT ANALYSIS  MOBILE ECOSYSTEM  MOBILE AD PLATFORMS © Seema Gupta
  3. 3. Evolution Types of ads SWOT Ecosystem Ad platforms EVOLUTION OF MOBILE MARKETING Source: Mobile Advertising - Emergence of Mobile Private Exchanges by Vikrant Gandhi © Seema Gupta
  4. 4.  Text ads They usually have a display size of around 320X50. Usually consist of 3 lines, linking you to the website of the advertiser.  Banner ads These ads consist of images or interactive animation instead of the text. They are usually rectangular in shape and are found on the top or the sides of a page on mobile devices. Evolution Types of ads SWOT Ecosystem Ad platforms EVOLUTION OF MOBILE MARKETING © Seema Gupta
  5. 5.  Interstitial ads These ads immediately present rich HTML5 experiences or "web apps" at natural app transition points such as launch, video pre-roll or game level load.  Interactive ads Interactive Video Ads engage the users as they launch apps or click on banners. You can mix video and audio with touch screen interactivity to engage your mobile audience. Evolution Types of ads SWOT Ecosystem Ad platforms EVOLUTION OF MOBILE MARKETING © Seema Gupta
  6. 6. Evolution Types of ads SWOT Ecosystem Ad platforms EVOLUTION OF MOBILE MARKETING  Video ads Mobile Video Ads appear as banner inside WAP or App, when clicked they present complete video experience to the user thus raising the engagement experience manifold. read in detail © Seema Gupta
  7. 7. Evolution Types of ads SWOT Ecosystem Ad platforms SWOT ANALYSIS Strengths • Personalized and interactive channel • Provides opportunity of one to one communication with customer • Direct access to customer anytime anywhere same time • Very high selectivity, because it can be presented to individuals • Broader customer reaches with 3.5 billion mobile subscribers worldwide • Boom in the Smartphone and internet capability Weaknesses • Not very user friendly mainly because of screen size, keypad and slow network speed • Minimal standardization across platforms. • Outreach to agencies and media –buyers is limited • Fate depends upon the mobile network operator and their effort for faster net speed • Perception problem, underestimation of the effectiveness of mobile marketing © Seema Gupta
  8. 8. Evolution Types of ads SWOT Ecosystem Ad platforms SWOT ANALYSIS Opportunities • Provide possibility of mobile loyalty programs to complement the other marketing efforts • Effectiveness of mobile marketing is measurable compare to TV and newspapers • Mobile marketing subsidizes content and services for consumers who understand the benefits • As publishers are lunching mobile additions which results into more quality content and more room for targeted ads Threats • Consumer laziness and resistance to change • Sometimes consumers take mobile marketing as spamming and do not take is positively • It creates secrecy related concerns for consumers • Legislation to enforce consumer privacy • Carriers are increasing the delivery fees © Seema Gupta
  9. 9. Evolution Types of ads SWOT Ecosystem Ad platforms MOBILE ECOSYSTEM Mobile ecosystem can be defined as a common platform, which allows a range of devices, such as smartphones, tablets and laptops to integrate efficiently with each other to share data. An ecosystem makes the existing infrastructure within a business more mobile ready granting stakeholders’ easier access to files and ongoing projects. © Seema Gupta
  10. 10. Evolution SWOT Ad platforms MOBILE ECOSYSTEM EcosystemTypes of ads © Seema Gupta
  11. 11. Ad platformsEvolution Types of ads SWOT Ecosystem MOBILE AD PLATFORM 1. Publishers These are the agencies or individual developers who own the content on which Advertisements have to be displayed. It can be Mobile website or Mobile Apps. E.g. – Dominos, Clear trip SUPPLY SIDE © Seema Gupta
  12. 12. Evolution Types of ads SWOT Ecosystem MOBILE AD PLATFORM Ad platforms 2. App Developers Ad platforms are mostly interested in those app developers who design applications with monetization in the plans. E.g. – Of late Angry birds started displaying ad banners. SUPPLY SIDE © Seema Gupta
  13. 13. Evolution Types of ads SWOT Ecosystem MOBILE AD PLATFORM Ad platforms 1. Brand Owners Brand owners are the companies who want to advertise/promote using mobile medium. They could directly be engaging with ad networks or can be engaged via Agencies, E.g. Dominos, Indigo DEMAND SIDE © Seema Gupta
  14. 14. Evolution Types of ads SWOT Ecosystem MOBILE AD PLATFORM Ad platforms 2. Agencies An advertising agency can be a focused niche or mega-agency that can span from being provider for one medium/one type of promotion to a full-blown mega agency who can be responsible for all promotion and PR activities for its clients. DEMAND SIDE © Seema Gupta
  15. 15. Evolution Types of ads SWOT Ecosystem MOBILE AD PLATFORM Ad platforms 3. Ad Networks An online advertising network or ad network is a company that connects advertisers to publishers or web sites that want to host advertisements. eg- Adiquity, InMobi. DEMAND SIDE © Seema Gupta
  16. 16. Evolution Types of ads SWOT Ecosystem MOBILE AD PLATFORM Ad platforms 4. DSP's Demand side platforms are the consolidators of inventory that come from Developers or SSPs (Supply side platforms). They help advertiser to buy ads. The advantage that they give to advertiser is that it gives better user profiling, targeted ad impressions and better clarity on who is viewing their ads. DEMAND SIDE © Seema Gupta
  17. 17. Thank You Seema Gupta IIM Bangalore DigitalMarketingTadka.com dmtadka@gmail.com

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