mCMO Conference 2013 - Mobile ads in the perspective of user experience
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mCMO Conference 2013 - Mobile ads in the perspective of user experience

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Mr. Keith Chow ...

Mr. Keith Chow
Chief Operating Officer, Hotmob Limited
Speech topic: Mobile ads in the perspective of user experience

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  • 1. mCMO  Conference  2013   Evolu4on  in  Mobile  User  Experience Mobile  ads   in  the  perspec4ve  of  user  experience Presented  by  Keith  Chow 11.10.13
  • 2. Everyone  is  now  talking  about  New  Adver6sing  include:
  • 3. Everyone  is  now  talking  about  New  Adver6sing  include: Social Absent  social  connec4vity  a  message  can  no  longer  be  heard
  • 4. Everyone  is  now  talking  about  New  Adver6sing  include:
  • 5. Everyone  is  now  talking  about  New  Adver6sing  include: Mobile Without  a  connec4on  to  place,  it  is  irrelevant  to  the  sales  process
  • 6. Everyone  is  now  talking  about  New  Adver6sing  include:
  • 7. Everyone  is  now  talking  about  New  Adver6sing  include: U+lity It  must  serve  a  consumer’s  needs  and  not  just  inform
  • 8. Everyone  is  now  talking  about  New  Adver6sing  include:
  • 9. Everyone  is  now  talking  about  New  Adver6sing  include: Liquid It  must  create  experiences  that  cross  media  plaKorm  barriers,  or  else  it   will  barely  cross  consumers’  awareness  threshold
  • 10. Everyone  is  now  talking  about  New  Adver6sing  include:
  • 11. Hong  Kong  Mobile  Ad  Spend  2012  /  2013 Sources  from  Admango
  • 12. Hong  Kong  Mobile  Ad  Spend  2012  /  2013 $31  Million   (Q3  2012) Sources  from  Admango
  • 13. Hong  Kong  Mobile  Ad  Spend  2012  /  2013 Sources  from  Admango
  • 14. Hong  Kong  Mobile  Ad  Spend  2012  /  2013 $141  Million   (Q3  2013) Sources  from  Admango
  • 15. Hong  Kong  Mobile  Ad  Spend  2012  /  2013 Sources  from  Admango
  • 16. Hong  Kong  Mobile  Ad  Spend  2012  /  2013 3.5  Times Sources  from  Admango
  • 17. Hong  Kong  Ad  spend  Q3  2013 Top  5  Industries  with  the  Highest  Adspend Sources  from  Admango  (HK$  in  million)
  • 18. Hong  Kong  Ad  spend  Q3  2013 Top  5  Industries  with  the  Highest  Adspend 1.  Telecommunica4on,  Mobile  Phones  &  Services  ($20) 2.  Banking  &  Investment  Services  ($16) 3.  Cosme4cs  &  Skincare  ($12) 4.  Travel  &  Tourism  Services  ($10) 5.  Computer  &  Internet  Services  ($9) Sources  from  Admango  (HK$  in  million)
  • 19. Daily  Frequency  Mobile  Internet  Usage  in  Hong  Kong 65% 35% Sources  from  Facebook iOS Android
  • 20. Daily  Frequency  Mobile  Internet  Usage  in  Hong  Kong 88% Sources  from  Google  Mobile  Planet  Oct  2013 APP 76% WAP
  • 21. Place  of  Ads  No4ced  from  Users’  Point  of  View 50% 32% Search   Engine 50% 41% 21% 23% 16% In  App Sources  from  Google  Mobile  Planet  Oct  2013 Retailer   Website Video While Mobile Website Watching  Video Website 2% Others 7% Don’t   know
  • 22. Place  of  Ads  No4ced  from  Users’  Point  of  View 50% 32% Search   Engine 50% 41% 21% 23% 16% In  App Sources  from  Google  Mobile  Planet  Oct  2013 Retailer   Website Video While Mobile Website Watching  Video Website 2% Others 7% Don’t   know
  • 23. 1 INNOVATIVE  AD  FORMAT Different  Ad  Format  brings  different  impact  to  the  audience Carefully  select  the  format  can  bring  high  conversion  rate
  • 24. 1 INNOVATIVE  AD  FORMAT Different  Ad  Format  brings  different  impact  to  the  audience Carefully  select  the  format  can  bring  high  conversion  rate ORIGINATIVE  CREATIVITY Mobile  Crea4vity  always  important,  screen  size  is  limited Well  use  of  mobile  features  can  leverage  your  results  more  promising 2
  • 25. 1 INNOVATIVE  AD  FORMAT Different  Ad  Format  brings  different  impact  to  the  audience Carefully  select  the  format  can  bring  high  conversion  rate ORIGINATIVE  CREATIVITY Mobile  Crea4vity  always  important,  screen  size  is  limited Well  use  of  mobile  features  can  leverage  your  results  more  promising 3 TARGETED  MOBILE  PLATFORMS Carefully  select  the  plaKorms,  especially  deeply  look  into: App  Popularity/  Users  Profile/  Features/  Adver4sing  Flexibility/  Traffics 2
  • 26. 1 INNOVATIVE  AD  FORMAT Different  Ad  Format  brings  different  impact  to  the  audience Carefully  select  the  format  can  bring  high  conversion  rate
  • 27. 15  Crea4ve  Mobile  Ad  Formats
  • 28. 15  Crea4ve  Mobile  Ad  Formats 1 2 Banner SMS 5 3 6 Advertorial 4 Pop  Up 7 Ver4cal  Display Inline  Video 8 Endorsement Keywords
  • 29. 15  Crea4ve  Mobile  Ad  Formats
  • 30. 15  Crea4ve  Mobile  Ad  Formats 9 10 No4fica4on 11 Icon  Ad 13 LockScreen  Ad 14 Skin  Wrap 12 PreRoll  Audio 15 Text  Push   GeoTarge4ng
  • 31. 3 Pop  Up  Display  Ad Most  Demanding  format  // Usually  only  display  during  App  launch  //  Big  Visual  Impact  HTML  5  Supported
  • 32. 6 Ver4cal  Banner Total  Different  way  of  Presenta4on  //  Pull  Interac4on  to  show  user’s  interest  Visual  Content  extended
  • 33. 8 Keyword  Lis4ng Relevant  Results//  Accurate  Audience !
  • 34. 11 Lock  Screen  Ad Brand  New  Concept  of  Mobile  Adver4sing  // Adver4sing  can  catch  user’s  1st  impression  //  Unique  Ad  Format  Pay  per  User  Model  Big  Visual  Impact  With  User  Incen4ves
  • 35. 11 Lock  Screen  Ad
  • 36. 11 Lock  Screen  Ad Strong   Visual  Impact 50  6mes   average  daily   ac6va6on  per   user Accurate     Targe6ng High   Engagement   Power Patented   Brand  New   Methodology   Buying  Model
  • 37. 12 Pre-­‐Roll  Audio  Ad Pre-­‐roll  Audio  Promo    Audio  +  Visual  Impact
  • 38. 14 Text  Push In  App  Text  Push  Alert  //  With  Massive  Coverage  Direct  and  Effec4ve  Text  Only
  • 39. 15 GeoTarge4ng  Loca4on  Specific  Suitable  for  Event  Campaigns  Tie-­‐in  with  specific  loca4on  informa4on
  • 40. ORIGINATIVE  CREATIVITY Mobile  Crea4vity  always  important,  screen  size  is  limited Well  use  of  mobile  features  can  leverage  your  results  more  promising 2
  • 41. Top  16  Most  Common  HTML5  Crea4ve  in  Hong  Kong
  • 42. Top  16  Most  Common  HTML5  Crea4ve  in  Hong  Kong Time Clock Swipe Time nd  D Drag  aClockrop Time Clock Throw Time Clock Instant  Video  Play Time Clock Mo4on  Layer Time Clock Panern  Unlock Time Wheels Spin  Clock Time Clock Touch  to  Trigger Time Clock Gaming  (Ac4on) Time Clock Pin  Point  Loca4on Time Clock Shake  Mo4on Time o  Unlock Drop  tClock Time Clock Matching  (Puzzle) Time Clock Real  Time  Clock Time (Roulene) Gaming  Clock Time Catalogue Mobile  Clock
  • 43. Top 16 Most Common HTML5 Creative in Hong Kong Time Clock Swipe Time nd  D Drag  aClockrop Time Clock Throw Time Clock Instant  Video  Play Time Clock Mo4on  Layer Time Clock Panern  Unlock Time Wheels Spin  Clock Time Clock Touch  to  Trigger Time Clock Gaming  (Ac4on) Time Clock Pin  Point  Loca4on Time Clock Shake  Mo4on Time o  Unlock Drop  tClock Time Clock Matching  (Puzzle) Time Clock Real  Time  Clock Time (Roulene) Gaming  Clock Time Catalogue Mobile  Clock
  • 44. Wyeth  &  Maltesers Transparent  Layer Call  for  Ac4on
  • 45. Caltex Swipe   Interac4on Product   Redemp4on
  • 46. McDonald’s (Happiness  Doesn’t  Take   Much  Campaign) Game (Bubble  Wrap) Branding  Promo4on Facebook  Connect
  • 47. MGTO (Macau  Government  Tourist  Office) Touch  To  Trigger Event  Promo4on
  • 48. Warner  Brothers (Man  of  Steel  Campaign) Panern  Unlock Movie  Promo4on
  • 49. ORBIS (Moonwalker  2013)   Spin   Wheels Event  Promo4on
  • 50. LEE Mul4Layer Event  Promo4on
  • 51. DBS Drag  &  Drop Event  Promo4on
  • 52. General  Click  Through  Rate Sta4c  Mobile  Crea4vity ~  0.8%  -­‐  4%
  • 53. HTML  5  RICH  MEDIA A  way  of  presen4ng  on  mobile ~  6%  -­‐  15%
  • 54. 3 TARGETED  MOBILE  PLATFORMS Carefully  select  the  plaKorms,  especially  deeply  look  into: App  Popularity/  Users  Profile/  Features/  Adver4sing  Flexibility/  Traffics
  • 55. Tips  for  Selec4ng  A  Right  Mobile  Medium Deliver  a  key  success  mobile  ad   campaign
  • 56. Tips  for  Selec4ng  A  Right  Mobile  Medium App’s  Popularity  (App  Ranking  and  App  Reviews) Deliver  a  key  success  mobile  ad   campaign
  • 57. Tips  for  Selec4ng  A  Right  Mobile  Medium App’s  Popularity  (App  Ranking  and  App  Reviews) Don’t  simply  look  at  download  users,  also  evaluate  traffic  sustainability Deliver  a  key  success  mobile  ad   campaign
  • 58. Tips  for  Selec4ng  A  Right  Mobile  Medium App’s  Popularity  (App  Ranking  and  App  Reviews) Don’t  simply  look  at  download  users,  also  evaluate  traffic  sustainability Look  into  app  content  update  frequency Deliver  a  key  success  mobile  ad   campaign
  • 59. Tips  for  Selec4ng  A  Right  Mobile  Medium App’s  Popularity  (App  Ranking  and  App  Reviews) Don’t  simply  look  at  download  users,  also  evaluate  traffic  sustainability Look  into  app  content  update  frequency Ad  Format  Flexibility  and  Posi4on  (tracking  enable) Deliver  a  key  success  mobile  ad   campaign
  • 60. Tips  for  Selec4ng  A  Right  Mobile  Medium App’s  Popularity  (App  Ranking  and  App  Reviews) Don’t  simply  look  at  download  users,  also  evaluate  traffic  sustainability Look  into  app  content  update  frequency Ad  Format  Flexibility  and  Posi4on  (tracking  enable) Ad  Format’s  “Call  For  Ac4on”  Usability Deliver  a  key  success  mobile  ad   campaign
  • 61. Tips  for  Selec4ng  A  Right  Mobile  Medium App’s  Popularity  (App  Ranking  and  App  Reviews) Don’t  simply  look  at  download  users,  also  evaluate  traffic  sustainability Look  into  app  content  update  frequency Ad  Format  Flexibility  and  Posi4on  (tracking  enable) Ad  Format’s  “Call  For  Ac4on”  Usability Understand  the  buying  model  and  es4mate  the  conversion   Deliver  a  key  success  mobile  ad   campaign
  • 62. Tips  for  Selec4ng  A  Right  Mobile  Medium App’s  Popularity  (App  Ranking  and  App  Reviews) Don’t  simply  look  at  download  users,  also  evaluate  traffic  sustainability Look  into  app  content  update  frequency Ad  Format  Flexibility  and  Posi4on  (tracking  enable) Ad  Format’s  “Call  For  Ac4on”  Usability Understand  the  buying  model  and  es4mate  the  conversion   DO  NOT  simply  look  at  CPM,  check  with  Banner  rota4on  period Deliver  a  key  success  mobile  ad   campaign
  • 63. Tips  for  Selec4ng  A  Right  Mobile  Medium App’s  Popularity  (App  Ranking  and  App  Reviews) Don’t  simply  look  at  download  users,  also  evaluate  traffic  sustainability Look  into  app  content  update  frequency Ad  Format  Flexibility  and  Posi4on  (tracking  enable) Ad  Format’s  “Call  For  Ac4on”  Usability Understand  the  buying  model  and  es4mate  the  conversion   DO  NOT  simply  look  at  CPM,  check  with  Banner  rota4on  period Evaluate  campaign  results  and  compare  with  conversion  rate Deliver  a  key  success  mobile  ad   campaign
  • 64. AD  FORMAT CAMPAIGN  CREATIVITY MOBILE  PLATFORMS
  • 65. Thank  you Keith  Chow COO  @  Hotmob Facebook    HotmobMobile