How many of you feel like this sometimes?!For a device that is ubiquitous there is still much inactivity and confusion from an advertising perspective.I intend to explain why mobile advertising is here to help advertisers and publishers and not hinder. Why it should be embraced.Id like to take you through some work we have undertaken already and introduce you to simple tools that bury some preconceptions: That mobile is difficult, less effective than online or simply hasn’t arrived as a credible marketing medium yet. In order to do this- let’s take a step back
Now whether this happens next year or the year after doesn’t matter. What is undeniable is that mobile is getting more more important, more useful and more widely used than ever before. Put simply, mobile will only become more important in our lives as consumers and as a marketing medium. If you have not done so already it is time to take a long hard look at the benefits it can bring.It is not going to go away
Kilrush Mobile WebAllows you to design / build / manage services specifically for mobile handsets. Rendering mobilesites to over 12,000 handsets for the best possible customer experienceKilrush Application StudioEfficient & easy to use, by non-tech designers & developers: The App StudioAllows you to build iPhone, Android & Blackberry apps all from one interfaceWhat does it do?Drag / Drop InterfaceStep by Step WizardsSecure Hosting EnvironmentBilling and Advertising IntegrationFlexible Form DesignSimple Feed Integration
I don’t know what it is but whilst people love their phones and smart phones are seen as UBER cool, when it comes to discussing mobile advertising most people just want an app. That’s it.Mobile advertising can, and should be much more. Whilst mobile phones are being used for much more, let us not forget that sms is still growing rapidly too and that feature phones still dominate the market for now.Mobile is evolving and is many different things.
Mobile Advertising Exploiting mobile as a mainstream media
AGENCY ADVERTISING Digital design & build Digital loyalty Digital experiential Mobile marketing Ad serving Media sales Rich media formats Creative build What do we do? TECHNOLOGY Mobile web and apps Corporate solutions Interactivity & messaging mCommerce Converged, end to end, mobile solutions
Usage is growing and evolving "The mobile phone is the single most valuable device in people's lives…..It is becoming a device you use for virtually everything." Jeffrey Cole, director of the Centre for Digital Future
It’s a camera, TV, magazine, news room, sports centre, map...............
More than just a call or text used by kids.... Source; Australian Interactive Media Industry Association (AIMIA)
....much more.... We are currently in the midst of the 5th major technology cycle of the past half a century (Mainframe era of the 60s, mini-computer era of the 70s and desktop Internet era of the 80s) The current cycle is the era of the mobile Internet. Source: Mary Meeker, Morgan Stanley AUSTRALIAN MOBILE INTERNET USAGE HITS RECORD LEVELS NEILSEN SEPT 2010 MOBILE INTERNET USAGE HAS DOUBLED IN AUSTRALIA OVER THE LAST 12 MONTHS ADNEWS SEPT 2010
Need to cater for wider array of mobile platforms as part of an effective mobile strategy
Creating / targeting mobile web sites only for the few devices that dominate market means intentionally locking out vast majority of all Web-enabled handsets & users from your content, services & advertising
25% of your customers get a great mobile experience, but what about everyone else?
Would you build a new website that only works with Google Chrome, and excludes everyone else?!
Mobile internet can future-proof against the next generation of screen sizes
Simplify Mobile! ONE MOBILE STRATEGY, ONE SOLUTION
Some key mobile marketing benefits Increased intimacy A mobile phone is with your customers and prospects wherever they are: At the shops, in their car, at an event. As a result, a strong connection is fostered between users and their mobile phone. In addition, mobile devices reach people at any time of day or night, furthering a sense of an intimate communication. Higher sense of urgency Mobile messaging is immediate. When customers hear that ringtone, they pay attention. Because customers’ phones are almost always with them, the likelihood is high that mobile users will read your message and respond.
Some key mobile marketing benefits Increased relevancy Mobile campaigns can be executed with very high relevancy. When messages are received at just the right time and contain the exact information the recipient is seeking, it creates an ultimate sense of relevancy that consumers appreciate. And for retailers, mobile marketing is especially effective Mobiles are portable, reaching customers when they are out and about and ready to buy. If you have multiple locations, you may be able to entice customers for a quick peek at your sale or to try a new menu item. You can elicit an immediate CTA, even if the customer is not in front of a TV or computer. Offering coupons, with incentives based on what the customer has requested / purchased in the past, makes things much more effective.
31 Site Creation- Mobile Retail Designed specifically for use on mobile devices: The first mobile site from a major UK high street retailerCustomers on the move can now shop on a site developed specifically to enable them to search, browse and buy easily from any web-enabled mobile phone or deviceThe site’s sync’s with the main M&S website so customers can log into their regular web-account and manage their shopping basket from their mobile-no need to download app or software, users simply type www.marksandspencer.com into their phone’s internet browserCustomers can find over 24,000 products & almost all of the functionality from the main M&S website Dave Hughes, Director of M&S Direct: “This is a major step forward in mobile retailing...hundreds of thousands of customers are already shopping with us on their mobile phones and market data is telling us that this will soon be millions.
Mobile Advertising Landscape On-deck Banner Inventory Off-deck Sponsorship Banners Deep takeover Creative Text links Apps Mobile Web Handset profiling Lifestyle context Video pre-roll Branded Utility Feature profiling Handset profiling Branded content Brand-led app Takeovers Platform targeting Site placement Search SMS Alert sponsorship Operator schemes
Dynamic feeds Dynamic ad insertion Mpression can insert / update ads in real-time, enabling airlines to advertise last-minute deals, bookmakers to update their odds, or any brand to target consumers with relevant, real-time offers / promotions. Facilitated through the dynamic feed built into Mpression Specific artist: User tags Rihanna track Dynamic banner wth ‘Rihanna playing at The O2’ is shown Links through to Rihanna ticket promo / win gig tickets etc`
Video pre roll Combine engagement & interactivity through high definition video
Interstitials Full-screen advertisements that appear when the user clicks on a link, in-between the page they were on, and the page they were heading to. As such, they have much greater impact than a traditional banner ad, due to the size and the context of the ad
Our iSlide format, for example, has multiple calls to action:
Touch to call - Touching the link initiates a call to the brand
Touch to app - Touching link takes user directly through to App Store to download the app being advertised (Our ad serving platform Mpression can track post-click downloads, enabling advertisers to closely monitor ROI)
Touch to video - Brings up video clip which movie company might use to show trailer
Touch to location - Pulls up a map showing the user their current location & highlights advertiser brand's closest retail outlets
Touch to AR - Brings up AR display, showing user where brand's nearest outlets are. When device is laid down flat, display is converted to map view
Daily Capping :Campaigns can be setup to run to a certain daily allocation of impressions or clicks