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Mobile Advertising



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  • L’avantage de faire du marketing sur mobile c’est évidement le fait qu’on va toucher un maximum sa cible MASS MEDIA partout et n’importe quand NOMAD via différents types de message ALL IN ONE MEDIA et d’une manière intélligente et calculée PERONAL / ROI… ALWAYS ON : compare to internet or newspaper or tv….
  • Internet like
  • Starbucks heeft bijvoorbeeld al een mobiele applicatie ontwikkeld waarbij een cadeaupas als barcode te scannen is vanaf het scherm van de mobiele telefoon. Dit heeft ook een ander ‘groen' voordeel voor de aanbieder: geen kosten meer voor print- en drukwerk en minder papierverspilling.McDonald’s (Portugal) Customers received a coupon via Smart Messaging (e.g. Nokia Picture), MMS or EMS technology. Customers were able to scan the mobile coupon directly from the mobile phone screen in the restaurants. The custom-made kiosks with scanners verifies the validity of the coupon and prints out the voucher.H&M (Berlin) Smart Messaging (e.g. Nokia Picture), MMS or EMS technology -> unique and encrypted 2D code -> Information like store name, opening date and coupon value -> offering them a free H&M T-shirt upon presentation of the code to the EXIO™ scanner at the new H&M shops in Berlin, Hamburg and Cologne. Within 48 hours, for example, 78% of the addressed members reacted to the sent push-SMS. More than 100 customers were queuing in front of the store before opening. Two hours after the shop opened, all 2,000 T-Shirts had been given away.(Source: Gavitec)
  • Only your best customers will install it. There are heavy development costs for each platform.149.999 competing applicationsYesterday iPhone, today Android and tomorrow Windows phone 7Why do it?Brand awarenessBrand experience for your customersAn application has more faith then an mobile websiteIf you don’t do it, the end users will doWord of mouth sharingLeverage of location, camera, address bookOffline contentAndroidplatform have grown 45% in just the last threemonthsalone and 420% sinceitsinception.  This comes as Gartner saidtodaythatAndroidwill finish out the year as the numbertwo OS behindonlySymbian, with “worldwide domination in sight.”Get the advantages of Apple: innovation, trendy
  • Geolocation is the wireless detection of the physical location of a remote devicePerhaps you've heard of Foursquare, the explosively popular social gaming platform based on check-ins and badges? But did you know that Twitter, Google, Gowalla, Facebook and countless others are all fighting for the same territory? It's true. What do these contenders have in common?  They all offer some form of geo-location-based service, which have been gaining popularity for some time now in the social media world. At a glance, it appears that each of these titans wants a shot at wearing the 'mobilecrown'.  explained in casesBusinesses can use fousquare to awardcustomerswith x number of flags
  • Mobile phone market is saturatedMobile phone is evolving to more than a phone (sms… mms…pictures…)Saturatedmarket... Already in the « replacement » phase : 15% in 2009 to 50% in 2014 look competition Smartphone = Mobile internet penetrationSmartphones show higher application usage than feature phones even at the basic built-in application level. The percentage of people who use their phone for only voice communications drops from 14% among new feature phone owners to 3% of smartphone owners.
  • Mobile ad spending will rise from $416 million in 2009 to $593 million in 2010 as more brands and agencies integrate mobile into their marketing mix. And if not an outright arms race, Google’s $750 million purchase of AdMob is certain to prompt greater interest in the mobile space from agencies, brands and media companies alike.
  • Cannes Lions International Advertising Festival
  • Creates a conversation withconsumers c’est l’objectif premier d’un CRMFor advertisers, the keychallenge will become to cope with regional environments that mightprovide very different usages for the mobile device: for example,countries with a high smartphone penetration will be better suited for amobile app strategy, while emerging markets will still favour SMS.


  • 1. Mobile Advertising16 September 2010By Raphaël Cardon Christophe Van Aelst
  • 2. Agenda
    • Mobile, a great marketing tool ?
    • 3. What is mobile advertising ?
    • 4. Mobile key figures
    • 5. Cases
    • 6. Conclusion and recommendations
  • Mobile a great marketing tool ?
    In the future we will make more money from Mobile advertising than online
    - A guy from Google
  • 7. Your mobile isalwayswithyou and …
    92% of the population cannot live without a mobile device
    95% of the population always picks up the phone
    95% of the population never switches off the phone
    Source : IAB Mobile workshop
  • 8. Mass Media
    Everyone has one …. Or more
    Allow one to one communication
    All in one media
    Internet – Radio – TV - Articles
    Always on
    95% neverswitch off their phone
    The right ad in the right location
    … your mobile is always on
    Source : IAB Mobile workshop
  • 9. Whatis Mobile Advertising ?
  • 10. “Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices”
    What is mobile advertising?
    Source : Wikipedia
  • 11. Different ways to advertise on mobile …
    Different types of mobile advertising
    Different types of mobile promotion
    Source : Apollo Bravo
  • 12. … through different formats
    Source : Apollo Bravo
  • 36. Conventional banners
    Mobile display advertising is very similar to classical web display advertising.
    • Different formats
    • 37. Sold on CPM or CPC basis
    • 38.
    Source : IAB Mobile Workshop
  • 39. Mobile ticketing/couponing
    Source : IAB Mobile Workshop
  • 40. Thenwhycreateapps?
    • “I’m on Apple”
    • 41. Brand awareness
    • 42. Brand experience for your customers
    • 43. An application has more faith then an mobile website
    • 44. If you don’t do it, your competitors will do it
    • 45. Word of mouth sharing
    • 46. Offline content
    Mobile applications
    An app is likely to target only the top 2-10% of your devoted fans. The other 90-98% will start with your mobile website.
    Source : IAB Mobile Workshop
  • 47. Geo location
    “A location-based service (LBS) is an information and entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device.”
  • Mobile Key figures
  • 50. “We know 25% of the world is online now, but the next 75% will mostly get online via mobile" - B. Rangaiah, Unilever VP of global planning
    Everyoneis mobile
    Source : e-Marketeer
  • 51. Within the next 5 coming years, mobile internet penetration will more than double and will reach 39% in 2014compared to 17% in 2009 (the same adoption rate for the PC Internet in 1999).
    Mobile internet penetration
    Source : Forrester Research European Mobile Forecast, 7/09 (western Europe)
  • 52. Key mobile usage figures in Belgium
    • 8% uses a smartphone (vs 93% uses a regular phone)
    • 53. 31% has a phone withaccess to internet (vs 47% EU average)
    • 54. 16% uses the mobile to access the internet on a weekly basis (vs 14% EU average). This represents 1.4 miousers in Belgiumonly!
    • 55. 24% of mobile internet usersaccess the internet via the mobile on a daily basis (vs 40% EU average)
  • Global Mobile Advertising revenues
    15 Billion $ in 2013
    Already 55% between 2009 & 2010
    Source : Morgan stanley «  tech mobile internet report » dec 2009
  • 56. Somecases
  • 57. Geo-location app: Tesco
    Geo-localisation app: Tesco
  • 58. M-commerce app: Ocado
  • 59. Yes I Cannes layer
  • 60. Mobile app: Ikea
  • 61. Conclusion & Recommendations
  • 62. So … Why mobile advertising?
    • Direct connection point with consumers
    • 63. More personal and immediate
    • 64. More responsive
    • 65. Create a conversation between consumers and brands
    • 66. Everywhere, anytime
    • Geo location
    • 67. Emerging countries
    • 68. Social media on mobile
    Key challenges:
    • Cope with regional environments
  • DO’s
    Somedo’s and don’ts
    Create an opt- in db for future communication
    Don’t look as an one-off campaign
    Be action oriented
    Don’t duplicate your Internet site
    Use SMS to drive traffic to a store, to an eventor online
    Don’t place the “call to action” in a hard-to-see location
    Be human and use humor to engage people
    Don’tblend call to action withotherwritten content
    Send out SMS reminders, updates, notifications and mobile coupons
  • 69. Mobile
    puts your brand
    into your customer’s pocket and in doing so,
    puts them into yours
  • 70. Thankyou !
    Raphaël Cardon
    Christophe Van Aelst