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

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Presentation on Amethon\'s latest Mobile Internet Insights report delivered at Mobile Monday Sydney on 6 July 2009.

Presentation on Amethon\'s latest Mobile Internet Insights report delivered at Mobile Monday Sydney on 6 July 2009.

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  • 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

Transcript

  • 1. Mobile Internet InsightMobile Advertising – After the Click Through
    Michael Stone
    Chief Executive Officer
  • 2. Mobile Advertising - After the Click-through
    Agenda
    Mobile Analytics and mobile advertising measurement
    Mobile Advertising - After the Click Through
    Thoughts, observations and recommendations
    2
  • 3. 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
  • 4. Mobile Advertising - After the Click-through
    Campaigns by industry category
    4
  • 5. 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
  • 6. Mobile Advertising - After the Click-through
    Consumer Engagement
    6
  • 7. 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
  • 8. You don’t get a 2nd chance to make a 1st impression...
    8
    VS
  • 9. Recommendations
    Age verification is important but...
    9
    VS
    9 Clicks
    1 Click
  • 10. What is in this for the consumer?
    10
  • 11. What is in it for the advertiser?
    11
  • 12. Questions and Discussion
    12
    Michael Stone
    michael.stone@amethon.com
    www.amethon.com
    Mobile: +61 414 914 889
    Twitter: Michael_Stone or amethon