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Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
Dml 13   henric ehrenblad - widespace - waarom mobiel adverteren
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Dml 13 henric ehrenblad - widespace - waarom mobiel adverteren

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  • 1. The iPhone is a shit phone and nobody will surf the web on their mobile, ever. Senior Swedish Venture Capitalist, 2009 1Wednesday, March 20, 13
  • 2. MOBILE ADVERTISING Brand new media behaviors - Brand new advertising strategies Henric Ehrenblad Founder, Widespace 2 Premium Mobile AdvertisingWednesday, March 20, 13
  • 3. Widespace - premium mobile advertising founded 2007 Premium Premium placements formats 80 Premium staff Technology Holland, Germany, Sweden, Finland, France and NorwayWednesday, March 20, 13
  • 4. Mobile - a huge shift • Mobile behaviors - a natural change • On mobiles, everyone does everything & how does this affect advertising? • When, how and where to effectively advertise? • All ad formats move in to the mobile, as well as many new ones are being invented. Some are here today, some will come soon.Wednesday, March 20, 13
  • 5. What is Natural?Wednesday, March 20, 13
  • 6. What do mobile consumers do naturally? What is suitable for my brand? 6Wednesday, March 20, 13
  • 7. 7 Are QR codes a good idea for your specific product?Wednesday, March 20, 13
  • 8. “Look! your newspaper will receive new life”Wednesday, March 20, 13
  • 9. Super-deal! We are releasing a limited number of yearly memberships for only $399, (reg. price $549). Only valid tomorrow 9/30. A warm welcome to Planet Fitness! Fuck off! Courtesy Martin Deinoff Creuna ABWednesday, March 20, 13
  • 10. Wednesday, March 20, 13
  • 11. The rapid mobile shiftWednesday, March 20, 13
  • 12. Mobile already bigger than web US Web vs mobile apps consumption in minutes of use per day Mobile 130 127 min/day 98 Web 65 70 min/day 33 0 June 2010 2010 2011 2012 Source, Alexa, Flurry, Comscore and others, 2013.Wednesday, March 20, 13
  • 13. Sweden’s largest bank shuts a five year IT project costing 1 billion SEK. Reason: “we overlooked the role of the smartphone in people’s daily lives.”Wednesday, March 20, 13
  • 14. US total population: 10% is mobile media consumptionWednesday, March 20, 13 14
  • 15. US Smartphone users: mobile media consumption is already at 23%!Wednesday, March 20, 13 15
  • 16. Not just humans use apps..Wednesday, March 20, 13
  • 17. Wednesday, March 20, 13
  • 18. In 2007, few people considered mobile:Wednesday, March 20, 13 18
  • 19. Widespace Prognosis 2018: of media 90% consumption will be digitalWednesday, March 20, 13
  • 20. ..and Mobile & Tablets will rule the World Tablets 35% Digital TV 17% Laptop/Desktop 5% Mobile Movie Theatres etc 1% 35% Other analog media 5% Press 2% Widespace (Time spent) Prognosis 2018Wednesday, March 20, 13
  • 21. 21 Second screen...?Wednesday, March 20, 13
  • 22. Study: Mobile traffic during most popular TV shows TV Commercial TV Commercial TV Commercial TV Commercial Percentage change in Widespace traffic 10% 10% 10% 10% Source: Widespace joint analysis with Mindshare and Mediacom, February 2013Wednesday, March 20, 13
  • 23. So what do people do in the mobile and why?Wednesday, March 20, 13
  • 24. People do everything! Time spent in iOS and Android apps (Source: Flurry November 2012)Wednesday, March 20, 13
  • 25. Why do they do it? 33% I’m addicted to news and check all the time 50% Kill time 17% Can’t be bothered turning on the computer Source: Widespace user survey 2010Wednesday, March 20, 13
  • 26. Mobile is used at different times of the day The mobile Internet The “normal” Internet morning rush hour lunch evening rush hour bed time Source: Widespace Ad-Network analyticsWednesday, March 20, 13
  • 27. Study: Mobile ad campaigns are 4-5 times more effective than the web 15% Online 14% Mobile 12% 10% 9% 9% 6% 3% 3% 2% 2% 2% Unaided awareness Aided awareness Ad awareness Message association Brand favorability Purchase intent Source: InsightExpress 2009 Mobile vs. Online, Nov 2007-Dec 2009 Campaign Effectiveness Brand Metric DeltasWednesday, March 20, 13
  • 28. Gaming is huge on mobile . So who is playing?Wednesday, March 20, 13
  • 29. Wednesday, March 20, 13 29
  • 30. An important target group Older and more affluent than one would believe Men 43% Women Wordfeud 57% Below 30 33% between 30-45 43% older than 45 23%Wednesday, March 20, 13
  • 31. So, how can one create a successful campaign?Wednesday, March 20, 13
  • 32. App, mobile site or nothing? Level of campaign complexity Exposure Unclickable banners Exposure plus simple landing page (simple additional info page) Exposure plus site/app for “fun” purposes Exposure plus site or app for permanent purposes (Advanced features etc)Wednesday, March 20, 13
  • 33. SASWednesday, March 20, 13
  • 34. Keep it simple: You don’t even need a landing page!Wednesday, March 20, 13
  • 35. Top Model: nor an app nor site 35Wednesday, March 20, 13
  • 36. TV ads directly in the apps or sites 36Wednesday, March 20, 13
  • 37. Wednesday, March 20, 13
  • 38. PassbookWednesday, March 20, 13
  • 39. What is Passbook? • A place in your iPhone to gather coupons, e-tickets, hotel bookings, loyalty cards, etc.Wednesday, March 20, 13
  • 40. McDonald’s - Location based Passbook 96% added the couponWednesday, March 20, 13
  • 41. Store Locator Telenor -Market message -Find the nearest store -No mobile landing page 41Wednesday, March 20, 13
  • 42. Some more cases and effect measurementsWednesday, March 20, 13
  • 43. Right ad at the right time: Lotto on Wordfeud 7.78% CTRWednesday, March 20, 13
  • 44. Swedish Lottery: Triss• Challenge: to tell the audience that Triss is available in the mobile with a solution that feels like the original scratch lottery ticket• Solution: Splash Ad where the user can scratch the ticket directly in the ad banner• Result: 5,8% clicked on the banner and 3.6% scratched directly in the bannerWednesday, March 20, 13
  • 45. Wednesday, March 20, 13
  • 46. Effect measurements - over three campaigns • Measured on campaigns from VW, SAS and Apollo • CTR: 1% (average all formats) • Average time spent on landing page: 58 seconds per visitor • approx. 5-15 times better than “normal web” (CTR) *according to customers running same campaign on normal internetWednesday, March 20, 13
  • 47. Make sure you know where your brand is seen! Are you aintresseorganisation Svensk välkänd Swedish Well known brand politician? Augusti 2010 Swedish large bank Augusti 2010 47Wednesday, March 20, 13
  • 48. Mobile - a unique advertising medium • A different but natural behavior • Not just traditional media - games and other things are growing fast in all groups • Affluent target groups who have time for the ads - more effective • Utilize the unique formats, targeting variables and interaction possibilities • It is simple & effective • Rapidly becoming THE major media consumption deviceWednesday, March 20, 13
  • 49. Thank you! Henric Ehrenblad Premium mobile advertising Youtube: adsbywidespaceWednesday, March 20, 13

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