Future of Digital Advertising (Mobile Perspective)

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AIMIA 6th conference on the Future of Digital Advertising. Covers some stats on what is being done, why do it, plus some examples of what it is, the difference between SMS/ mobile web/ applications in …

AIMIA 6th conference on the Future of Digital Advertising. Covers some stats on what is being done, why do it, plus some examples of what it is, the difference between SMS/ mobile web/ applications in terms of ad placement.

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  • 1. Is now the mobile phone Jennifer Wilson principal L ean F orwar d
  • 2.
    • Mobile Advertising is a method of advertising that can reach target audiences often through the use of a mobile truck .
    • Wikipedia (April 2007)
  • 3.
    • 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)
  • 4.
    • 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
  • 5.
    • 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
  • 6.
    • 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)
  • 7.
    • 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)
  • 8.
    • 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
  • 9.
    • 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
  • 10.
    • 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
  • 11.
    • Masking of number with name (doesn’t let me call back or cancel)
    • Text heavy
    • How relevant is the offer?
    • Note: Osbourne Park WA
  • 12.
    • First, recognise your handset
  • 13. And the size of the pointing device….
  • 14.
    • Typical use of banner at top of page
    • Occasional repeats at fold
    • Usually max of 3 per page
  • 15.
    • 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>
  • 16.
    • Ad slides as page is moved
  • 17.  
  • 18.
    • Iconic brands are their own advertising
  • 19.
    • Add placed at top of page
    • As page is refreshed, ad moved down the page
  • 20.
    • New York Times application
    • Ad is placed a bottom of the screen
    • And remains there as you scroll down
  • 21.
    • 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
  • 22. But your audience is more adventurous Find them where they are…. on those other screens Jennifer Wilson principal L ean F orwar d