The 3Rs of Mobile Marketing
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The 3Rs of Mobile Marketing

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Sandy Shanman presentation this deck at Mobile Marketing Live on the Mobile Advertising Panel. He discusses the 3Rs of Mobile Advertising - Rich-Media, Relevancy and ROI

Sandy Shanman presentation this deck at Mobile Marketing Live on the Mobile Advertising Panel. He discusses the 3Rs of Mobile Advertising - Rich-Media, Relevancy and ROI

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  • Reach & Frequency reports to show your message has been seen by the right audience Gauged by running brand lift studies (e.g: Vizu) Click to site, engagement measurement, time spent, video completion rates, expansion rates, social activity, games played, etc. Purchase, sign up, voucher request, calendar entry, take a test drive,
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The 3Rs of Mobile Marketing The 3Rs of Mobile Marketing Presentation Transcript

  • The three Rs of Mobile Advertising – Relevance, ROI and Rich Media
  • So who are we?Appsnack helps brands and their agencies build rich, engaging, app-like creative experiencesthat reach audiences at scale, across mobile and tablet. Appsnack is a division of Exponential Interactive – a global provider of advertising intelligence and digital media solutions. Exponential provides Appsnack the ability to leverage: •A presence in more than 26 countries •700+ employees worldwide •The e-X Advertising Intelligence Platform •Exponential’s massive proprietary database •More than 450m unique users every month 2
  • “Mobile monetisation levels … could surpass desktop within 1-3 Years” - Mary Meeker (Internet Trends – 5/30) 53.5m £197m 64% People in the UK own a mobile 41% device* annual ad spend on Year on year mobile in the UK, increase in UK ad 2012* 17.3m spend across mobile Of users have taken for 2012 action due to location-based ads people in the UK on their phone access the internet via their mobile device**eMarketer Metrics (Western Europe Mobile & Western Europe Mobile Ad Spending) 3
  • Why are we here today• Today’s generation of media consumers are media multi-taskers• We are getting better combining web, TV-watching with additional activities without our attention drifting• 9 out of 10 tablet and smartphone owners use their gadgets to enhance their television-watching experience (New York Times, 2012)• In Britain, 16 to 24-year-olds are particularly adept at the juggling act, cramming nine and a half hours of media into six and a half hours of actual time (Ofcom, 2010) 4
  • Why we are here today • Over the next 4 years, mobile’s share of media (approximately 4%) is calculated to increase over 250% on average based on increased adoption of smartphones alone (MMA, 2012) • User behaviour is changing...advertisers need to follow 5
  • ...but it’s not about devices or the technology thatdrives them..... 6
  • It’s about how your audience uses them 7
  • Different times, different devices • Tablet peaks pre- and post- work day • Computer, predictably, peaks during work day • Mobile appears somewhat pervasive 8
  • Mobile marketing option 1: build it yourself ” If you build it, they will come.” • Resource • Planning • Development • Distribution • Marketing 9
  • Mobile marketing option 2 • Give users what they want • In the format they want it • In the places they have already chosen to be 10
  • The 3Rs: New skoolOld school • Rich media • Relevancy • ROI 11
  • R1 Rich Media 12
  • Why are apps so popular on mobile?1. Usability2. Function - save time/fill time 13
  • What does that mean for advertising?1. Provide app-like experiences2. Provide save time/fill time functionality 14
  • R2 Relevancy 15
  • Relevancy: transform data into intelligence Aggregate over with associated attributes Segment users 2 billion daily datatopics Contextualize based on 50,000 events Content Location Demographics Device All of the above The right I am into fine person, in the I’m a 35 years I own an wine and in the I live in right place, at old and married iPhone market for a Chicago, Il the right time with 2 children and iPad luxury car alongside the right content 16
  • Relevancy: transform data into intelligenceEffective targeting requires scale ...with access to thousands of publishers acrossusers Reach more than 450 million unique monthly mobile and tablet worldwide… Content Location Demographics Device All of the above The right person, I am into fine in the right I’m a 35 years I own an wine and in the I live in place, at the old and married iPhone and iPad market for a Chicago, Il right time with 2 children luxury cars along the right content 17
  • R3 ROI 18
  • ROI – so what should we measure?To ensure campaign success and that all objectives are met, it is essential to employ back-end analytics detailing all user engagement. Awareness • Reach & Frequency reports Interest • Brand lift studies (e.g: Vizu) Desire • Interaction Rates (e.g. Click to site, time spent, social activity) Action • Conversions (e.g: Purchase, sign up, voucher request) 19
  • The 3R’s in action... 20
  • Thank YouFor more information please contact:Sandy Shanman ‫ ﺍ‬General Manager, MobileSandy.shanman@appsnack.comwww.appsnack.com 21