Dml 13 henric ehrenblad - widespace - waarom mobiel adverteren

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Dml 13 henric ehrenblad - widespace - waarom mobiel adverteren

  1. 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. 2. MOBILE ADVERTISING Brand new media behaviors - Brand new advertising strategies Henric Ehrenblad Founder, Widespace 2 Premium Mobile AdvertisingWednesday, March 20, 13
  3. 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. 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. 5. What is Natural?Wednesday, March 20, 13
  6. 6. What do mobile consumers do naturally? What is suitable for my brand? 6Wednesday, March 20, 13
  7. 7. 7 Are QR codes a good idea for your specific product?Wednesday, March 20, 13
  8. 8. “Look! your newspaper will receive new life”Wednesday, March 20, 13
  9. 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. 10. Wednesday, March 20, 13
  11. 11. The rapid mobile shiftWednesday, March 20, 13
  12. 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. 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. 14. US total population: 10% is mobile media consumptionWednesday, March 20, 13 14
  15. 15. US Smartphone users: mobile media consumption is already at 23%!Wednesday, March 20, 13 15
  16. 16. Not just humans use apps..Wednesday, March 20, 13
  17. 17. Wednesday, March 20, 13
  18. 18. In 2007, few people considered mobile:Wednesday, March 20, 13 18
  19. 19. Widespace Prognosis 2018: of media 90% consumption will be digitalWednesday, March 20, 13
  20. 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. 21 Second screen...?Wednesday, March 20, 13
  22. 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. 23. So what do people do in the mobile and why?Wednesday, March 20, 13
  24. 24. People do everything! Time spent in iOS and Android apps (Source: Flurry November 2012)Wednesday, March 20, 13
  25. 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. 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. 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. 28. Gaming is huge on mobile . So who is playing?Wednesday, March 20, 13
  29. 29. Wednesday, March 20, 13 29
  30. 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. 31. So, how can one create a successful campaign?Wednesday, March 20, 13
  32. 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. 33. SASWednesday, March 20, 13
  34. 34. Keep it simple: You don’t even need a landing page!Wednesday, March 20, 13
  35. 35. Top Model: nor an app nor site 35Wednesday, March 20, 13
  36. 36. TV ads directly in the apps or sites 36Wednesday, March 20, 13
  37. 37. Wednesday, March 20, 13
  38. 38. PassbookWednesday, March 20, 13
  39. 39. What is Passbook? • A place in your iPhone to gather coupons, e-tickets, hotel bookings, loyalty cards, etc.Wednesday, March 20, 13
  40. 40. McDonald’s - Location based Passbook 96% added the couponWednesday, March 20, 13
  41. 41. Store Locator Telenor -Market message -Find the nearest store -No mobile landing page 41Wednesday, March 20, 13
  42. 42. Some more cases and effect measurementsWednesday, March 20, 13
  43. 43. Right ad at the right time: Lotto on Wordfeud 7.78% CTRWednesday, March 20, 13
  44. 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. 45. Wednesday, March 20, 13
  46. 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. 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. 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. 49. Thank you! Henric Ehrenblad Premium mobile advertising Youtube: adsbywidespaceWednesday, March 20, 13

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