Mobile Advertising - Small Screen, Big Opportunity by Extentia

873 views

Published on

Mobile Advertising - What is it and how does it affect your business? Explore this opportunity to expand your business and be the leader of your league.
Get more insights about mobile advertising trends from this presentation.

Visit our site to get in touch: http://www.extentia.com

Published in: Marketing, Business, Technology
3 Comments
4 Likes
Statistics
Notes
No Downloads
Views
Total views
873
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
0
Comments
3
Likes
4
Embeds 0
No embeds

No notes for slide

Mobile Advertising - Small Screen, Big Opportunity by Extentia

  1. 1. SMALL SCREEN. BIG OPPORTUNITY www.extentia.com Extentia Information Technology
  2. 2. Coming up…       What is Mobile Advertising? Cold, hard facts Drivers What’s out there… Ideas, ideas, ideas The future
  3. 3. What is Mobile Advertising?  What they say: “Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices” – Wikipedia  “Mobile advertising involves displaying text, graphic image and animated ads on data enabled mobile devices” - koeppeldirect 
  4. 4. What is Mobile Advertising? Buy 1, Get 1 Free! Medium Pizza Offer
  5. 5. What is Mobile Advertising?  Meaningful Mobile Advertising is all about context:  Where  When  Who  What
  6. 6. What is Mobile Advertising?  Buy 1 Get 1 Free!  Where am I?  Is the offer on?  Do I eat pizza?  The relationship between mobile advertising and social media
  7. 7. What is Mobile Advertising?  Multiple needs and objectives:  New tool for brands and advertisers to reach new customers and target specific audiences  Connectivity promotes marketing success  Build customer database  Lifestyle integration
  8. 8. What is Mobile Advertising?  Multiple needs and objectives:  Generate buzz  Content more likely to be read than email  Personalization, immediacy, interactivity = increased response rates  Creative opportunities
  9. 9. What is Mobile Advertising?  Why Mobile Advertising?
  10. 10. Cold, hard facts    By 2014 mobile phones will overtake PCs to access the web There are 10 million more phones in the US than there are people Mobile web traffic is almost 25%
  11. 11. Cold, hard facts      Global mobile advertising (2012) = $8 Billion Global mobile advertising (2013) = $12.8 Billion In Spain = 75% users receive mobile ads In France = 62% users receive mobile ads In Japan = 54% users receive mobile ads
  12. 12. Cold, hard facts     iOS is the leader – average eCPM = $1.12 Android average eCPM =$0.81 Windows Phone average eCPM = $0.20 No other significant players yet…
  13. 13. Cold, hard facts    European market for mobile ads (2016) = $2.3 Billion Europeans will spend $23 Billion via smartphones in 2017 26% Europeans would rather give up TV than smartphones
  14. 14. Cold, hard facts
  15. 15. Cold, hard facts  Mobile ad growth in 5 years slow  Slower    than TV and Internet! Ad spending has not caught up with time spent Mobile consumers ad exposure = 10% Mobile ad spend = 1%
  16. 16. Cold, hard facts
  17. 17. Cold, hard facts     Mobile ad spend is low, but growing fast There are multiple avenues in mobile ads Users demand and expect a simple, secure, seamless experience Evolving standards
  18. 18. Drivers  Usability ease of use – and getting better  Minimal learning curve – rapid upgrades and adoption  Easy access to advanced features  Incredible range of applications  Very high baseline  Extreme
  19. 19. Drivers  Connectivity  Integrated high-speed connectivity  No longer a feature  High expectation – changing behavior  Low/lower costs
  20. 20. Drivers  Geo-location  Tight integration  Lowered sensitivity  Facilitates personalization
  21. 21. What’s out there…  SMS and MMS Ads  The original mobile ad!  Niche market, still widely used  Mostly ineffective, intrusive  Still responsible for a majority of marketing spend  MMS allows for more creativity and better content
  22. 22. What’s out there…  Banner and display Ads  Usually clickable  Interstitial, video, graphical  Growing fast  Facilitate content reuse (TV ads…)
  23. 23. What’s out there…  Click-To-Call Ads  Contact advertiser/merchant immediately  Clear ROI  Convenient – takes advantage of phone  Facilitates feedback and testing of messaging/Ads
  24. 24. What’s out there…  Social Media Ads  User actions can become branding and marketing messages  Over 1 Billion Facebook users  Over 157 million Facebook users are mobile users  Twitter integrates geographic targeting  Promoted Tweets get amplified
  25. 25. What’s out there…  Geo-located Ads  Massive differentiator  Leverage integrated GPS  38% of European shoppers have made a purchase using a smartphone  Increased personalization = Decreased resistance
  26. 26. What’s out there…  Augmented Reality  Huge differentiator  Physical and digital worlds meet  Huge opportunity = 70% of users have no experience with AR  Creative, line burring solutions
  27. 27. What’s out there…  Branding Apps  Create engagement with the brand  Expand the brands mind share  Demonstrate and expose users to new ideas or features  Sustainable
  28. 28. What’s out there…  Second Screen  36% of smartphone owners use the device while watching the Super Bowl; 52% of them on social media  Multiple screens = smartphone, TV, laptop/desktop  Increase brand recall by 69% and purchase intent by 72%  86% of mobile Internet users are online while watching TV
  29. 29. What’s out there…  Mobile Ad Networks  An Ad Network is a service platform where brands and consumers can mage the sale of ad inventory (online). Connects advertisers to placement opportunities
  30. 30. What’s out there…  Mobile Ad Networks  Fragmented market (over a dozen…)  Fuzzy marketplace – lack of standards and reporting  Not all Ad Networks are created equal
  31. 31. What’s out there…  Publishing  Reach readers 24x7  Target hard-to-reach commuters  Targeting and personalization possible  Endless creative and interactive possibilities
  32. 32. What’s out there…  Drive consumers  Hyper-local advertising (NAVTEQ and GPS)  Drive consumers to stores using promotions  48% of location-based service users take action on ads they see  Integrate behavior with location
  33. 33. What’s out there.  Drive consumers  80% of US consumers willing to share location data to get something back  39% of US consumers said mobile coupons are the best aspect of location based advertising  In-store targeting
  34. 34. What’s out there…  Cross/Multi-media campaigns  Integrate mobile advertising; expand using mobile advertising  The ad-ecosystem  Repurpose content  Tie it all together
  35. 35. What’s out there…  Consumers  With little patience!  With high expectations  Demand relevance and personalization  Expect device integration
  36. 36. Ideas, ideas, ideas  Google buys the world a Coke  B2B promotion that leverages history  Demonstrate viability of technology at global scale
  37. 37. Ideas, ideas, ideas  Google buys the world a Coke a range of mobile techs – to tell the story and create an experience  Integrate
  38. 38. Ideas, ideas, ideas  Meat Pack - The Hijack Campaign  Hijack customers from competitor stores!  Drive immediate sales and results  Create buzz, reinforce the brand
  39. 39. What’s out there…  Coors Light page – map of nearby bars and restaurants  Drive consumers to local bars and restaurants  Want foot traffic during playoffs  Banner and site ads  Landing
  40. 40. Ideas, ideas, ideas  Adidas – Light You Up  Objective – Drive foot traffic to NY Penn Station  Location based – Target users within 3 miles of Penn Station  Message – Static banner “Adidas and Messi – After Dark Tonight”; Landing page with video and details
  41. 41. Ideas, ideas, ideas  Pain Squad App  Get youngsters with cancer to communicate pain, mood and activities  Patient-users get usage based promotion in the app  Compared to using a paper journal – this was more interactive and rewarding. And gave patient users control over their pain
  42. 42. Ideas, ideas, ideas  ToyToyota Backseat Driver  Start brand engagement at a young age!  Involve the child in the backseat with the car and drive  Convert a boring, uninvolved ride into a game!
  43. 43. Ideas, ideas, ideas  The emart Sunny Sale drop during lunch time (12 pm – 1 pm)  3D Shadow QR Code only works at noon  Sunny sale offers – special offers  Purchase through mobile for home delivery  Massive increase in membership and sales  PLUS: Buzz, publicity, street action  Sales
  44. 44. Ideas, ideas, ideas  Axe  Range of engagement apps and smart phone support  Axe Twist Roulette  Axe Virtual Peepholes  Axe Dare
  45. 45. Ideas, ideas, ideas  Sephora  Mix in-store, mobile and online  Mobile, Tablet, in-store digital media platforms – interweave the online/offline shopping journey  Complete social media integration  Better informed customers – advice from everywhere  iPhone app to scan, review, buy…
  46. 46. Ideas, ideas, ideas  Tesco’s virtual supermarket  How to support hardworking people who see grocery shopping as a chore?  Bring the store to the people!  Subway stations – identical display and merchandise  Smartphones to shop (QR Codes)  Scheduled home delivery
  47. 47. Ideas, ideas, ideas  Tesco’s virtual store
  48. 48. Ideas, ideas, ideas  Social Media  Smartphone users, ads, social media – tight coupling  Purchase intent driven up by in-app ads  15% inclination to buy – ads from social media sites  25% increase in brand exploration
  49. 49. Ideas, ideas, ideas  Social Media  Power of here and now  Everything needed to drive and close purchase transactions  Content, context and convenience  Social shopping  Everything must be easily sharable
  50. 50. The future    Incredible opportunities Converging technology Marketing and advertising eco-systems
  51. 51. The future      Choose wisely Fail fast Level playing field Leveraged branding Think local
  52. 52. About Extentia and iXtentia Established in 1998, Extentia is a global technology consulting organization that delivers solutions to clients in 5 continents. With strong technical skills in Microsoft and open source technologies, Extentia has experience across multiple sectors including education, travel, healthcare and finance. Its much acclaimed Design Studio is a graphics design and UI group that actively supports a multi-skilled software development team. Extentia has offices in India, the United States, the UAE, and the UK. www.extentia.com iXtentia is a division of Extentia that focuses on Apple, Android, Windows Phone, BlackBerry, and other mobile technologies. It also offers consulting for mobile strategy and marketing. Several iXtentia applications for the iPhone /iPad are listed among the top 200 on the Apple App Store. www.ixtentia.com
  53. 53. Contact Us USA | Australia | Middle East | Singapore | United Kingdom | Germany Tel: +91 20 67285200 (India)| +1 408 627 4094 (US) Email: inquiries@extentia.com

×