2009706 Mobile Advertising After The Click Through (Mo Mo Syd)

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Notes on slide 1

Alcohol and Movies related sites received 42% of audience and 48% of page viewsProbably reflects media buy rather than industry segment itself

The most popular downloads were ringtones and wallpapers, and in one case a full-track download of a single by the TingTings.We saw no real ‘made for mobile’ video content.Lots of resized TV commercials and movie trailers.The small difference in engagement between campaigns with content and those without is probably explained by consumers grabbing the content and leaving.

The top graph shows how engagement differs between industry segments. The key difference in engagement is caused by a number factors e.g.Movie sites generally have more interesting content to view e.g. Ringtones, wallpapers, plot synopsis, star biographies, etc.Alcohol sites are impacted by the high bounce rate caused by the age verification processThe bottom graph shows how engagement tails off in a typical Bell curve.Around 67% of all visits bounce off the first page i.e. no real interaction, so a 3% click through rate is really a 1% ‘engaged rate’.Of that 1%, less than 15% are looking at more than 3 pages of a mobile campaign site.There are enough highly engaged consumers to result in a non-bounce engagement rate of 4.15 PV/visit.

ggdrinks.mobi is a great example of a site that provides a lot to the consumer.With almost 80 different cocktail recipes integrated with the different Grey Goose vodka flavours, it even has a search function for names or ingredients.It also provides videos from the Artists Den series of concerts which was sponsored by Grey Goose BudBowl.mobi leverages the famous Budweiser cartoons shown at Superbowl every year allowing consumers to view and rate each commercial.All 6 commercials were available along with a special, 2 minute internet-only viral video.The Transformers movie site had a wide range of content including story line, picture gallery, wallpapers and a link to a cinema times and tickets site.

So besides brand exposure or product promotion, every mobile campaign should focus on building the customer database

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2009706 Mobile Advertising After The Click Through (Mo Mo Syd) - Presentation Transcript

Mobile Internet InsightMobile Advertising – After the Click Through
Michael Stone
Chief Executive Officer
Mobile Advertising - After the Click-through
Agenda
Mobile Analytics and mobile advertising measurement
Mobile Advertising - After the Click Through
Thoughts, observations and recommendations
2
Mobile Analytics
Web analytics for mobile
Optimised to track for mobile web browsing
Mobile specific reports and metrics
Benefits for campaign site measurement
Track and report on content downloads
Report and filter based on campaign/source/medium
Real-time reporting with hourly resolution
Mobile handset/brand analysis
Mobile operators/country identification
Unlimited domains/sites on a single platform
Partitioned client/account manager login
Aggregated traffic view over all campaigns
3
Mobile Advertising - After the Click-through
Campaigns by industry category
4
Mobile Advertising - After the Click-through
Free content as an engagement mechanism
5
Campaigns with Content: 1.55 PV/visit
Campaigns without Content: 1.47 PV/visit
Mobile Advertising - After the Click-through
Consumer Engagement
6
Mobile Advertising - After the Click-through
Key Takeouts
Industry Categories
Movie have highest audience share (21%) and page views per visit (1.65)
Alcohol campaigns have high audience share but poor engagement
Typical advertising microsite metrics are:
High bounce rate of 67%
Average page views per visit of 1.53, or 4.15 excluding bouncing visits
Very little “made for mobile” video content
Resized television commercials and movie trailers
7
You don’t get a 2nd chance to make a 1st impression...
8
VS
Recommendations
Age verification is important but...
9
VS
9 Clicks
1 Click
What is in this for the consumer?
10
What is in it for the advertiser?
11
Questions and Discussion
12
Michael Stone
michael.stone@amethon.com
www.amethon.com
Mobile: +61 414 914 889
Twitter: Michael_Stone or amethon