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Mobile Marketing

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Information about mobile advertising. Statistics. Example of real campaign

Information about mobile advertising. Statistics. Example of real campaign

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Mobile Marketing Mobile Marketing Presentation Transcript

  • MOBILE WEB ADVERTISING Arda Kertmelioglu Co-Founder / Chief Business Development Officer MOBILERA B.V. MMA EMEA Board of Directors 2007 & 2008
  • About Mobilera?
  • Establishment R&D Center Int’l Presence Mobilera Holding BV The Evolution of Mobilera
  • MMA EMEA Board of Directors Seat two years in a row (2007, 2008) MMA Global Mobile Advertising Committee Seat Strong presence in MMA
  • Mobilera in the news Fastest Growing Technology Company in Turkey The 2nd Fastest Growing Te lecom Company in EMEA
  • The world is going “mobile” © 2007 Nokia Mobile enjoys having a higher market penetration than fixed internet. In emerging markets the mobile phone, rather than the PC, is the primary connected device.This gives mobile a great opportunity for being one of the main advertising mediums, especially in a more digital future.
  • A “true consumer” has more than one mobile device
  • The very first “internet experience” of a new generation will be thru mobile
  • Developed countries exploit mobile internet better
  • The new saviour for operators: “Data ARPU”
  • Data ARPU’s are on a steady incline
    • “ Mobile Web ” refers accessing internet via a portable device such as cell phones, PDA ’ s, smartphones and other portable devices, by connec ting through a mobile network
    • All sorts of advertising efforts specifically re-purposed, managed and/or promoted over mobile is called “Mobile Web Advertising”
    What is Mobile Web Advertising?
  • Advertising is becoming more & more digital Sources: * Zenith Optimedia $Bn 2000 2006 2010 $10 $27 $100
      • Digital spend growing to $100BN in 2010
      • One of w orld’s largest media buy ing agency forecasts the share of digital a s 33% of total advertising spend by 2012
    Digital Spend Years
  • Mobile Internet is Growing Quickly Globally, 32% of Mobile Consumers use the Mobile Internet Mobile Internet Usage Will Surpass Fixed Internet in 2009 Source: Judge Business School Studies, CSMG ADVENTIS Analysis 2006 20 09 1B 2B 500M 1.2B Mobile Internet Fixed Internet
  • Drawbacks of the industry
    • L ack of inventory, high mobile data charges or no data (flat - rate) plans , poor recognition amongst agencies & advertisers, physical and/or technical incapabilities of mobile devices, poor user experience, uneducated actors ...
  • What is The Real Potential?
  • The game is just starting
  • Anonymous Advertising Ads are not based on any targeting Criteria. CPM rate Level of targeting Contextual advertising Ad based on contextual criteria, eg type of content, location. Personalised advertising Ad based on specific, personal criteria, eg preferences, location, usage, time. Demographic targeting Behavioral targeting Better targeting, more money
  • The first winners of mobile internet
  • Various forms: Mobile Display Advertising The landing page of the brand Publisher’s mobi le site Click on banner redirects to your mobile site and/or landing page
  • Mobile Display Advertising Lead generation to mobile site Lead generation to mobile site
  • Mobile Display Advertising Technical & creative guidelines Technical & creative guidelines
  • Combo Banners Both image banner & text link
  • Mobile Search Advertising
    • As in Internet, “search” is another big new revenue stream for Mobile Advertising
    • Both
      • On-Portal (Google, Yahoo! Etc, or white label)
      • O ff-Portal
    • Active players: dotMobi, JumpTap, Google, MCN and Yahoo !
  • In Application Advertising In Application Advertising
  • Forms of Mobile Advertising
  • Forms of Mobile Advertising
  • Forms of Mobile Advertising
  • Other Forms
    • P re-roll, post-roll interstitials,
    • A d-funded content
    • In Game advertising
    • Product placement
  • Where do the budgets go?
  • We’re still on the “tip of the Iceberg”
  • Mobile Advertising Ecosystem
  • A g lobal premium publisher - Nokia.mobi © 2007 Nokia
      • Nokia.mobi:
        • Can be easily accessed by Nokia bookmarks or as the homepage in all Nokia’s browsers
        • Inventory: O ver 100 million impressions per month
        • Conversion Rates: Over 15 million promotional content downloaded
      • LOCAL STATS - Impressions
        • Estonia – 250 .000 /month
        • L at v i a – 350 .000 /month
        • Lithuania – 850 .000 /month
    •  
    • A verage CTR ( Click through rate ) on Nokia.mobi : 15 - 20% (emerging markets avrg.)
      • More than 300 live campaigns served globally to date
        • CTR G lobal Average >10% , compared to industry average 2-3%
  • Other Nokia assets : MOSH
    • MOSH is a service by Nokia, providing a user-driven (UGC) distribution channel for applications and other content for mobile devices.
    • MOSH enables consumers to create, upload and share applications, games, audio, images, and video instantly.
    • MOSH has a complete functionality of a mobile social network
    Medeo is a mobile video service with entertainment and lifestyle content. It offers fresh video content every day covering movies, music, television, and fashion. Target audience is young adults aged 18-35, interested in entertainment consumption. Medeo is free-of-charge for end-users – service is financed with advertisements and sponsors
  • Other Nokia assets : WidSets
    • Widsets is a popular consumer Internet service allowing people to create, publish, enjoy and share their favorite internet content/services on their mobile phones.
    • Consumers can personalize their internet experience on their mobile by selecting the widgets they want.
    • WidSets Offering:
    • Pre-install ed applications W idsets
    • Promote your widget (web/inside widget; dashboard)
  • BIG BOYZ are getting ready .
  • In Mobile Internet Google Beleives The CEO predicted that within a few years, mobile advertising would generate more revenue than advertising on today’s web. “ Some things work, and others just don’t – but the mobile Internet always works,” he said.
  • Yahoo’s Open Platform for Widgets
    • Yahoo opened its mobile platform so outside programmers can develop new applications for Yahoo pages accessed on mobile handsets. Yahoo hopes the mini-applications, known as "widgets," will help attract more on-the-go users, which will bring the company more money from advertising.
  • Operators are excited
  • Naguib Sawiris , Chairman and CEO of Orascom “ With over 90 million handsets in the Orascom/Weather group of companies, we believe that MyScreen will play an important role in allowing us to pursue plans to include mobile advertising in our business model ” ORASCOM INVESTED 10.000.000$ IN MYSCREEN MOBILE MOBILE ADVERTISING - ACQUISITIONS
  • TELEFONICA &VODAFONE INVESTED IN AMOBEE MOBILE ADVERTISING - ACQUISITIONS
  • Russ Shaw , Director of Innovation at Telefonica . We have chosen to invest in, and partner with, Amobee because we have concluded that it offers the best solution to ad-fund our growing number of mobile data services , while ensuring that our customers get better value as well as a richer mobile experience. We also believe that Amobee’s carrier centric model will generate the highest quality mobile advertising inventory, thus ensuring that advertisers are given a compelling proposition. Frank Boulben , Director of Strategic marketing & Communication Planning, Vodafone Mobile internet is fast emerging as a mainstream information, entertainment and transaction source for people on the move. We see a tremendous opportunity for brands to target segments that traditional media reach less efficiently and help them run truly integrated communication campaigns. We’re working with Amobee in three markets to develop mobile advertising approaches that will deliver revenue for Vodafone whilst ensuring our customers enjoy a richer mobile experience . TELEFONICA & VODAFONE INVESTED IN AMOBEE MOBILE ADVERTISING - ACQUISITIONS
  • ScreenTonic’s mobile ad serving and management expertise increase advertiser opportunity across Microsoft Digital Advertising Solutions. Microsoft Corp. acquire d ScreenTonic SA, a Europe-based mobile advertising pioneer, in a move that combines the breadth of Microsoft ® Digital Advertising Solutions offerings with the mobile expertise and industry relationships of ScreenTonic to help advertisers reach a global audience of mobile users. ScreenTonic’s mobile solutions provide advertisers with a complete range of ad formats, from display to text, as well as ad management and reporting capabilities, while serving the needs of mobile operators and independent publishers equally. The Opportunity for Advertisers The acquisition of ScreenTonic, in addition to Microsoft’s work with industry groups such as the Mobile Marketing Association and the Interactive Advertising Bureau, will be an extension of Microsoft’s commitment to connect advertisers with their target audiences at home, at work and on the go across multiple digital devices such as PCs, Xbox® video game systems and mobile phones. MICROSOFT ACQUIRES MOBILE ADVERTISING PIONEER MOBILE ADVERTISING - ACQUISITIONS
  • BEST PRACTICE
  • mynikefootball.mobi Site launched on 14th July of May, 2008
    • Total Impression: 342.136
    • Unique Visitors: 55.908
    • Content Downloads: 149.916
    • Page Views Homepage: 91.392
    National Team Contents / Jerseys Match Results
    • Dedicated comprehensive
    • mobile site advertised
    • via On&Off Portals
    • Wide array of technologies
    • for best visibility & awareness
    Nike “Take it to the next level” Campaign NIKE MOBILE SITE
  • Banner campaign on N okia.mobi (with 24% avg CTR) and on Turkcell-im wap site (with 10% CTR) 35.000 wap push was sent in three separate times to Vodafone users, (in total 10 5 .000) right before Turkish National Team’s Matches during Euro 2008. Nike “Take it to the next level” Campaign mynikefootball.mobi Banners on Vodafone TR, Turkcell, Nokia mobile sites NIKE Ücretsiz Nike Futbol İçerikleri için Tıkla! Direct link to Nike Wap Page
  • MOBILE ADVERTISING Criteria ; 15-24 years / Men Interested with Football Wap User MMS Enabled phone user 39.087 MMS w ere sent on the day s of Turkish National Football Team’s Euro 2008 Match Targeted SMS/MMS Push Broadcasts Nike Euro 2008 Campaign started with the most important game of Turkey’s League, Galatasaray-Fenerbahçe! Team supporters received their team’s most famous Nike Footballer’s voice record by MMS just before the game. Criteria; 15- 24 years old / Man Galatasaray Football Team Fan: 6.469 Fenerbahçe Football Team Fan: 9.216 Nike “Take it to the next level” Campaign
  • NIKE Widget @ Nokia WidSet People who download ed Nokia Wid Sets automatically received Nike Widget, with a link to mobile site . 1st Ever Branded Mobile Widget in Turkey Placed at NOKIA WidSets!! Live since 16th May,2008 Nike Widget banners on Noka Widget library and ikon on “Latest” and “You May Like These” pages to promote. Nike “Take it to the next level” Campaign Rewarded as ‘The best practice” project by Nike Global
  • Tesekkürler ... Arda Kertmelioglu Co-Founder / Chief Business Development Officer [email_address] +90 532 233 6266