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Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
Why Mobile Advertising Matters
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Why Mobile Advertising Matters

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  • 1. Fresh Digital Group Why Mobile Advertising MattersWe Strategize. We Execute. We Deliver. On All Screens.
  • 2. It’s the 90’s All Over AgainWe are in the same place withmobile today as we were with theinternet in the late 1990s –consumer adoption is widespread,the space has yet to hit its peak,and some brands are still trailingbehind.Some brands offer an amazingmobile experience, and othershaven’t gotten on board yet. We Strategize. We Execute. We Deliver. On All Screens. 2
  • 3. Mobile StrategyIf your brand doesn’t yet have a mobilestrategy, there’s good news and badnews.The bad news- you need to catch up toyour customers and show them thatyou can meet them where they are,while being relevant to their needs.The good news- odds are that yourcompetitors aren’t on mobile yet, either.But the gap is closing. We Strategize. We Execute. We Deliver. On All Screens. 3
  • 4. eBusiness and Mobile StrategyForrester Researchinterviewed 65 eBusinessprofessionals and foundthat:• 11% have no mobile strategy No mobile strategy• 11% have had a defined Defined mobile strategy, mobile strategy for under less than one year Defined mobile strategy, a year more than one year• 38% have had a defined Beginning to conceive a mobile strategy mobile strategy for over a year• 40% are in the beginning stages of their mobile strategies We Strategize. We Execute. We Deliver. On All Screens. 4
  • 5. The Benefits of MobileThe mobile channel offers advertiserssignificant benefits. First of all, themobile phone is one of the mostpersonal devices that many consumersown, and exclusively use.Browsing, texting and calling areusually only done by the phones user,so advertisers can be confident that allclickthroughs from that handset havecome from a specific individual; unlikeclickthroughs from a desktop PC orlaptop. We Strategize. We Execute. We Deliver. On All Screens. 5
  • 6. Smartphone Penetration RatesMobile also offers advertisers unprecedented reach – penetration rates inalmost all developed countries have surpassed 100%. Smartphonepenetration is also high – 58% of North American mobile phones weresmartphones by the end of 2011. Advertisers also see higher responserates on mobile than on desktop campaigns. We Strategize. We Execute. We Deliver. On All Screens. 6
  • 7. Focused MessagesThe mobile device offers advertisers:• the ability to focus on consumers in their target demographic, and who are close to a location where they can purchase the item.• the opportunity to deliver richer ads to consumers.Rich media ads are more engagingthan banner ads and drive higherclickthrough rates. Rich media adsalso allow developers to takeadvantage of device functions suchas its GPS or accelerometer. HTML5enables advertisers to deliver an app-like experience without forcing theuser to leave the app. We Strategize. We Execute. We Deliver. On All Screens. 7
  • 8. Apps and AdvertisingApps themselves can even be used foradvertising. Some brands havepromoted specific products withgames; and others have createdmobile social networks on paid apps.Branded apps can also be highlysuccessful when they providecustomers with value. The Nike+ socialnetwork has over 6 million subscribers,who are shown Nike advertisingwhenever they use the app to logtraining sessions or set personal goals. We Strategize. We Execute. We Deliver. On All Screens. 8
  • 9. In-App AdsIn-app ads are a powerful andincreasingly essential way of reachingconsumers, given the growing demandfor free and low-priced apps. Creatingimmersive and entertaining brandexperiences for the consumer is stillcritical for marketers wanting tocapitalize on the growth in app usage.The advertiser must create anexperience that will offer the consumersomething of equal or greater valuethan that offered by the app. We Strategize. We Execute. We Deliver. On All Screens. 9
  • 10. Mobile Ad Spend Keeps GrowingBrands have dramaticallyincreased their mobileadvertising spends over the pastfew years as brands haverealized the effectiveness ofmobile ads. Consumers are alsopurchasing an ever increasingamount of goods via mobile. In2011, 7% of eBays total grossmerchandise volume was onmobile, and its apps had beendownloaded 70 million times. We Strategize. We Execute. We Deliver. On All Screens. 1 0
  • 11. The Future of Mobile Ad SpendMobile ad spend is projectedto triple by 2017, driven bycontinuing growth in in-appadvertising spend. Spend onin-app advertising itself isexpected to increase from$2.4 billion in 2012 to over $7billion in 2015. We Strategize. We Execute. We Deliver. On All Screens. 1 1
  • 12. World’s Most Integrated Medium• Mobile is designed to be the worlds most integrated marketing medium. Mobile devices are always on and accessed everywhere; and the mediums portability makes it unlike any other form of media.• Mobile marketing has limitless potential to contribute to and build on other marketing initiatives.• Mobile is great for branding, thanks to deep engagement, minimal ad clutter, and new and constantly evolving advertising experiences.• However, far more brands have yet to embrace mobile. Even some brands with a mobile marketing strategy may not have a mobile- optimized website.• Why advertise on mobile if consumers cant purchase the product on the same device where they saw the ad? We Strategize. We Execute. We Deliver. On All Screens. 1 2
  • 13. Effective Mobile Marketing StrategiesThe time is now for marketers toincorporate mobile into theiradvertising campaigns.Some marketers are having muchsuccess engaging mobile users, anddriving interest and sales, with theirbrands; and with the right strategies,you can be one of them.• Social Calls to Action• Full-page ads• Contextual ads We Strategize. We Execute. We Deliver. On All Screens. 1 3
  • 14. Effective Mobile Marketing StrategiesSocial calls to actionMobile ads that incorporate socialconnectivity options perform betterthan other ads.Including a social call to action with fullpage ads boosts consumer interactivitywith that ad by 57 percent. Onemarketer saw a 75 percent increase inbanner engagement for banner ads byadding a social media component.Mobile users are generally much moresocial than other consumers, A recentsurvey found that 67.7 percent ofmobile users use Facebook at leastonce daily compared with 54 percent ofFacebook’s overall user base that usesit daily. We Strategize. We Execute. We Deliver. On All Screens. 1 4
  • 15. Effective Mobile Marketing StrategiesFull-page adsSometimes bigger is better whenmonetizing mobile applications.Mobile ad network Greystripe foundthat its full-screen mobile ads earndevelopers and publishers five timesmore than banner ads.They found that full-screen ads,delivered as interstitials, are a positiveexperience for users because optingin is easy, and the ads are delivered ata transition point that prevents themfrom disrupting play. We Strategize. We Execute. We Deliver. On All Screens. 1 5
  • 16. Effective Mobile Marketing StrategiesContextual adsSome marketers are focusing on aligningads so that they are relevant to theeditorial content a user is viewing.Contextual placement has been shown todrive an increase in click-through ratesfor online display ads. However, theincrease is even greater when ads aredelivered contextually in mobile,.On average, mobile ads deployedcontextually enjoyed a five times higherclick-through rate than the average click-through rate for mobile display ads. We Strategize. We Execute. We Deliver. On All Screens. 1 6
  • 17. 3 Key Delivery MethodsForrester found that eBusiness professionals offer services through threekey delivery methods: Mobile Websites. SMS Marketing. Mobile Apps. More than half of SMS text 43% of eBusiness eBusiness messaging is still professionals offer professionals have the most commonly an iPhone app, with a mobile-optimized used mobile data another 50% website. The service. In the US, planning to offer percentage of US the proportion of one. adults who access online adults with Only 24% have the mobile Web mobile phones who apps for other daily rose from 4% use SMS at least platforms, but 60% in 2007 to 13% in weekly jumped plan to introduce 2010. from 30% in 2007 them. to 56% in 2010. We Strategize. We Execute. We Deliver. On All Screens. 1 7
  • 18. Where to Begin?Designing and implementing a mobile strategy can be distilled to four steps: Planning your Strategy Creating an Engaging Experience Marketing your Strategy Analyzing the Campaign We Strategize. We Execute. We Deliver. On All Screens. 1 8
  • 19. Planning Your StrategyGood questions to ask when planningyour mobile strategy include:- Who is the intended audience? Audience- In what context will consumers lookfor you?- What kind of technology will beneeded (mobile creative, optimized Measurement Contextlanding pages, tracking code)?- What marketing assets areappropriate for the audience/initiative(rich media, local search listing, click-to-call, iAd)?- How will performance be measured, Assets Technologyand with what Key PerformanceIndicators (KPIs)? We Strategize. We Execute. We Deliver. On All Screens. 1 9
  • 20. Creating an Engaging ExperienceOnce the mobile strategy has been planned, brands should create a rich and engagingexperience. Mobile rich media units offer shopping capabilities, in-ad videos, games andmore.At a minimum, mobile content should be accessible, load quickly, and context-appropriate –balancing functionality with design can be very powerful for brands launching mobileprojects to help drive conversions or engagement. We Strategize. We Execute. We Deliver. On All Screens. 2 0
  • 21. More than a Single ChannelCoupons can bedelivered via textmessages or QRcodes. Mobile displayads can promote, andlink to applications.Mobile socialmarketing programscan include video andmobile search; and runin conjunction withother promotions. We Strategize. We Execute. We Deliver. On All Screens. 2 1
  • 22. Any Vertical, Any GoalMobile marketing is important inany vertical, with any goal.Packaged goods makers can usemobile display and video ads forbranding, deliver coupons viaSMS, and offer consumers moreinformation via applications.Retailers can also use mobile invarious ways, whether theyrelaunching a new product line ortrying to increase in-storebusiness. We Strategize. We Execute. We Deliver. On All Screens. 2 2
  • 23. Marketing the StrategyAfter designing and creatingyour app or mobile website,the next step is to drive userawareness and interaction.Mobile ad units enablebrands to reach consumersthroughout the day with acompelling experiencecapable of encouraging themto interact further. We Strategize. We Execute. We Deliver. On All Screens. 2 3
  • 24. Marketing the StrategyThe right types of adsand calls-to-actionshould be consideredduring the planningprocess, butincremental budgetsare recommended formobile marketing inorder to create richfeatures tailored formobile users. Thesemobile ads can beanalyzedindependently for aclearer understandingof their performance. We Strategize. We Execute. We Deliver. On All Screens. 2 4
  • 25. Analyzing the CampaignAnalyzing campaign performance isvery important.After carefully planning, creatingand marketing mobile initiatives,understanding performance metricswill empower brands with theinformation needed to buildsuccessful future campaigns. We Strategize. We Execute. We Deliver. On All Screens. 2 5
  • 26. Analyzing the CampaignCollecting analytics information fromapps, ads, and other assets can bedifficult, but having this informationavailable for analysis is critical for futuremobile campaigns.A number of different analytics suitesare available to help obtain this trafficdata, such as Google Analytics,depending on the type of informationneeded. We Strategize. We Execute. We Deliver. On All Screens. 2 6
  • 27. Summary• Half of brands either have no mobile strategy, or have a mobile strategy in the planning stages.• 54% of mobile phones in North America are smartphones.• Mobile ad spend is expected to reach $7 billion in 2015• Marketers are successfully reaching mobile consumers with social calls to action, full-page ads and contextual ads.• There are four steps to designing and implementing a mobile strategy.• Analyzing mobile advertising campaigns is supremely important, and can be done with a variety of analytics tools. We Strategize. We Execute. We Deliver. On All Screens. 2 7
  • 28. Fresh Digital Group 111 John St, 2nd Fl. New York, NY 10038 www.freshdigitalgroup.comFresh Digital Group

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