Is now the mobile phone Jennifer Wilson principal L ean F orwar d

Mobile Advertising is a method of advertising that can reach target audiences often through the use of a mobile truck . Wikipedia (April 2007)

Mobile Advertising is a method of advertising that can reach target audiences often through the use of a mobile truck .

Wikipedia (April 2007)

Australian mobile users: 21m+ (PC: 16m) Amount of time with device: 24 hours a day Nature of device: highly personal and intimate Device importance: critical (at all times) Frequently secondary content consumption Pull content (apps, internet, code readers) Push content (SMS, MMS etc)

Australian mobile users: 21m+ (PC: 16m)

Amount of time with device: 24 hours a day

Nature of device: highly personal and intimate

Device importance: critical (at all times)

Frequently secondary content consumption

Pull content (apps, internet, code readers)

Push content (SMS, MMS etc)

The message: it needs to be relevant to me The context: ads are not always appropriate The form: video consumption accelerating, image, animation, text and augmented reality The frequency: smaller ‘page’ size = fewer ads The response options – this is me, remember

The message: it needs to be relevant to me

The context: ads are not always appropriate

The form: video consumption accelerating, image, animation, text and augmented reality

The frequency: smaller ‘page’ size = fewer ads

The response options – this is me, remember

Mobile is primarily a communication and connection device – don’t get in the way It is the only screen with a build in (cashless) payment option (with the right partners) Engagement means less pages, not more: CPM/page views is a stupid concept on mobile Consumers may be paying to get your message (so make it worth their while) Maintain your one-on-one relationship across all the devices you can communicate to them on

Mobile is primarily a communication and connection device – don’t get in the way

It is the only screen with a build in (cashless) payment option (with the right partners)

Engagement means less pages, not more: CPM/page views is a stupid concept on mobile

Consumers may be paying to get your message (so make it worth their while)

Maintain your one-on-one relationship across all the devices you can communicate to them on

Click thru rates: 3% - 5% (common), 7% good More in some devices Conversion rates: 10% - 20% ROI on mobile: 6 times higher than others Mobile advertising market: 10% of online Currently around $250m And growing (both $ and % of online)

Click thru rates: 3% - 5% (common), 7% good

More in some devices

Conversion rates: 10% - 20%

ROI on mobile: 6 times higher than others

Mobile advertising market: 10% of online

Currently around $250m

And growing (both $ and % of online)

Click through to mini-site (destination page) Click to call (or request call back) Click to request (via email/form) Click to download (image, application, video) Click to complete a survey (specialist mini-site) Click to enter a competition Click to receive a sample (virtual or real – see request) Click to respond (via SMS) Click for voucher (this can be fantastic)

Click through to mini-site (destination page)

Click to call (or request call back)

Click to request (via email/form)

Click to download (image, application, video)

Click to complete a survey (specialist mini-site)

Click to enter a competition

Click to receive a sample (virtual or real – see request)

Click to respond (via SMS)

Click for voucher (this can be fantastic)

Recommended ad size be based on aspect ratio 6:1, with a default ration of 4:1 There is extensive acceptance by local companies to adopt this ratio Local advertising guidelines developed by AIMIA Mobile Industry Group (MIG) Based on Mobile Marketing Association : http://mmaglobal.com/mobileadvertising.pdf Size Description Example Large 216 x 36 Medium 168 x 28

Recommended ad size be based on aspect ratio 6:1, with a default ration of 4:1

There is extensive acceptance by local companies to adopt this ratio

Local advertising guidelines developed by AIMIA Mobile Industry Group (MIG)

Based on Mobile Marketing Association : http://mmaglobal.com/mobileadvertising.pdf

SMS Push messages, include links, content, images Can be forwarded (potentially viral) 96% of messages read in 20 mins (email????) Internet Limitations as to use of device functionality Less control over placement Make sure the specific device is recognised (EX) Apps First, get them to download (non-iPhone, < 12%) Ability to control ad placement

SMS

Push messages, include links, content, images

Can be forwarded (potentially viral)

96% of messages read in 20 mins (email????)

Internet

Limitations as to use of device functionality

Less control over placement

Make sure the specific device is recognised (EX)

Apps

First, get them to download (non-iPhone, < 12%)

Ability to control ad placement

iPhone and Nokia N95 used to illuminate only Remember where the mobile market is: 21.5m mobile phones 5m 3G handsets 30% rich media devices < 2% iPhone

iPhone and Nokia N95 used to illuminate only

Remember where the mobile market is:

21.5m mobile phones

5m 3G handsets

30% rich media devices

< 2% iPhone

Masking of number with name (doesn’t let me call back or cancel) Text heavy How relevant is the offer? Note: Osbourne Park WA

Masking of number with name (doesn’t let me call back or cancel)

Text heavy

How relevant is the offer?

Note: Osbourne Park WA

First, recognise your handset

First, recognise your handset

And the size of the pointing device….

Typical use of banner at top of page Occasional repeats at fold Usually max of 3 per page

Typical use of banner at top of page

Occasional repeats at fold

Usually max of 3 per page

Most popular area of site (and one which is naviagable and interactive!) Small banner remains in place while information changes Direct call to action on the banner FREE | PLAY NOW>

Most popular area of site (and one which is naviagable and interactive!)

Small banner remains in place while information changes

Direct call to action on the banner FREE | PLAY NOW>

Ad slides as page is moved

Ad slides as page is moved

Iconic brands are their own advertising

Iconic brands are their own advertising

Add placed at top of page As page is refreshed, ad moved down the page

Add placed at top of page

As page is refreshed, ad moved down the page

New York Times application Ad is placed a bottom of the screen And remains there as you scroll down

New York Times application

Ad is placed a bottom of the screen

And remains there as you scroll down

Most ubiquitous device (ever) Responded to very quickly (SMS) On 24 x 7, nearby and accessed often Communication, content and utility Response to mobile advertising incredible: 3% - 7% response rate 10% - 20% conversation rate 6 times the ROI on mobile compared to other forms We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices

Most ubiquitous device (ever)

Responded to very quickly (SMS)

On 24 x 7, nearby and accessed often

Communication, content and utility

Response to mobile advertising incredible:

3% - 7% response rate

10% - 20% conversation rate

6 times the ROI on mobile compared to other forms

We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices

But your audience is more adventurous Find them where they are…. on those other screens Jennifer Wilson principal L ean F orwar d