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.
Future of Digital Advertising (Mobile Perspective)
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
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>
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