The document discusses mobile advertising and some key points about how people use mobile devices. It notes that mobile devices are highly personal, used frequently for 24 hours a day, and that mobile advertising has higher response and conversion rates than other forms of advertising. The document recommends that mobile ads be tailored for the device and context, and that advertisers maintain relationships with audiences across multiple devices.

1. Is now the mobile phone
Jennifer Wilson principal Lean

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

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 Lean