Mobile Advertising and 2D Barcodes: Entertainment or Essential?


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Mobile barcodes provide an easy way for consumers to access relevant information and compelling content from anywhere. They are printed symbols that link consumers with interactive content such as videos, music, web pages, coupons, text alerts, movie tickets and more via their mobile phones. Today, mobile barcodes are turning up everywhere -- from newspaper articles, magazine ads and billboards to product packaging, receipts and even business cards.

Neustar presented this slideshow at Mobile World Congress 2010 in Barcelona. Read it, and discover more about the many opportunities that mobile barcodes present!

Published in: Business, News & Politics

Mobile Advertising and 2D Barcodes: Entertainment or Essential?

  1. 1. Mobile Advertising and 2-D Barcodes Entertainment or Essential? Diane Strahan Vice President Registry and Digital Content Services
  2. 2. Power of Mobile as a Channel Barcodes: Easy to Use, Relevant, Flexible, Dynamic, Measureable Mobile Barcodes are printed symbols that link consumers with interactive content: Information » Access to critical information is quick and easy » Provides relevant information when and where you need it most Marketing/advertising » Transforms traditional mediums into interactive digital media – a powerful new media form where print, mobile and web converge » Dramatically broadens the scope of mobile marketing opportunity » Leverages unmeasured media (packaging, direct mail, in-store display, etc.) that add to the potential ubiquity of the medium Entertainment » Instant access to movie trailers, music, book excerpts, associated meta data » Drive awareness & excitement for new entertainment releases, introductions/upsell for associated licensed content Commerce/Retail » Shortens sales cycles – influences buying decisions in and out of store » Supports partner marketing, marketing coop and upsell opportunities through product tie ins Enterprise/Supply Chain Logistics » Increases supply chain efficiency » One code - Link marketing, advertising and supply chain where appropriate 2 © Neustar Inc. / Proprietary and Confidential
  3. 3. Barcodes - Here, There, Everywhere 3 © Neustar Inc. / Proprietary and Confidential
  4. 4. Mobile Barcodes – The Time is Now What it is Why care • The ability to scan an object with a camera Operator phone and experience • An opportunity for revenue enhancement (ie advertising, meta data, new services) » Deep link content » Pre Populated SMS • Drives data usage and customer satisfaction – easier method; opt in » Calendar Event » Pre populated phone call • Provides key insights into subscribers’ interests for digital content and additional advertising leverage. » Other phone invocations Brand/media • Already big in Japan, and growing • Establishes relationships with consumers worldwide • Accurately measures campaign performance near • Satisfying and engaging user experience real-time • Influences purchase decisions Advertisers Want It. Retailers Need It. Operators Can Enhance It. 4 © Neustar Inc. / Proprietary and Confidential
  5. 5. Why Barcodes Deliver Value • Competitive against other direct response media » Average cost per lead is $.60. Barcodes can come in at half that price. » Comparable to Google Ad-word: $.69 (2008) • Converts offline audience to online relationships – adds measurement 5 © Neustar Inc. / Proprietary and Confidential
  6. 6. How Brands/Agencies/Advertisers Profit As Mobile Channel Evolves, Advertisers Personalize To Drive Customer Loyalties Mobility has the potential to improve Mobile advertiser reach & ROI with targeted and personalized campaigns, reducing time between customer “awareness” and “sale” Internet Value of Loyalty Ease of address book/community tie ins Targeted promote viral return for brand Media to Advertisers Ease of payment and POS tie ins for Action Prospect to takes action on the offer TV Barcodes are worth more becauseconsumers enter the hierarchy here Desire Enhance desire by tuned content, more Radio qualified offer with Metadata Interest Increase interest with user simplicity, immediacy & ease Print Awareness Grab attention with greater context/relevancy Evolution of Media & Marketing Value Chain 6 © Neustar Inc. / Proprietary and Confidential
  7. 7. Interoperability is Essential • Most campaigns rely on one proprietary • Importantly: Interoperability is critical symbology, one campaign resolution » Leverage each players’ investment company and have no mass or scale » Supplies broad reach for brands and » The result: Industry fragmentation. advertisers » Provides safety and security of large » Competing vendors and technologies numbers resulting in a market unable to sustain − Standardized systems and competitive unique point solutions. suppliers − Clearinghouse provides secured gateway • Brands who buy advertising demand: » Reach » Provides the critical mass required to build » Targeting and sustain healthy ecosystem − Peering and point solutions don’t address » Measurement and − Competition, innovation and scale matter » Competitive ROI for their spend 7 © Neustar Inc. / Proprietary and Confidential
  8. 8. Neustar Supports Players With Different Needs Large MNOs Registry Small MVNOs Gateway Linking Content Neustar players and systems to provide reach Campaign Manager Clearinghouse and create a marketplace exchange Clearinghouse/ Registry Gateway Campaign Manager, Campaign Manager, Publisher Agency Mobile Application Providers 8 © Neustar Inc. / Proprietary and Confidential
  9. 9. The User Experience – How it Works 1. A code is scanned and sent through a local gateway to the designated clearinghouse. 2. The CCH does a registry lookup then queries the Campaign Manager for content 3. The URI is sent back to the handset which invokes it, commonly retrieving some remote content 9 © Neustar Inc. / Proprietary and Confidential
  10. 10. Visa “Check Your Balance” Contest 10 © Neustar Inc. / Proprietary and Confidential
  11. 11. Get Event Updates Delivered to Your Phone 11 © Neustar Inc. / Proprietary and Confidential
  12. 12. Barcodes to Download Show Content Vide o 12 © Neustar Inc. / Proprietary and Confidential
  13. 13. NeoMedia “Scan to Give” Campaign 13 © Neustar Inc. / Proprietary and Confidential
  14. 14. Campaign Manager Partners Company Contact Mobile Discovery David Miller, CEO (703) 929-3597 NeoMedia Dean Wood, VP of BD +447798 853228 3G Vision Maury Margol, Director, U.S. BD (770) 289-1769 Mobile Data Systems Joe Spiteri, President & CEO (630) 360-3400 14 © Neustar Inc. / Proprietary and Confidential
  15. 15. Players and roles • Brands- pay money for campaigns and fund • Media Company – Publisher of print, video, or everything - Control system success. May electronic content. Includes magazines, outdoor, purchase names and codes directly from Registry, television, Internet, etc. but require CM to resolve. • Advertising Agency – Acts to coordinate message, • Campaign Manager (CM)- resolves codes and placement, and content of advertising, often in can develop and run mobile campaigns on behalf coordination with media and CMs of brands • Mobile Network Operators (MNOs)– Deploy and • Code Reader – Software on handsets that support reader proliferation so brands can recognizes barcode symbols and sends traffic to the advertise to a sufficiently large audience. clearinghouse. Also receives response from CM Operators can contract with CMs for a share of (through clearinghouse) and launches device advertising revenues. functions. May also be CM. • Clearinghouse- Routes traffic from MNO • Registry– Reference database documenting Subscribers to CMs and back relationship between CMs and the codes they publish. 15 © Neustar Inc. / Proprietary and Confidential
  16. 16. Code Resolution Pilot Ecosystem 16 © Neustar Inc. / Proprietary and Confidential
  17. 17. An Invitation to Participate • Learn how your company can participate in and gain from the oncoming mobile advertising market • Test multiple business models and entry strategies to determine best approach and sequencing • Low risk environment • Industry Supported Initiative • Standards Based – Interoperable system Contact for more details 17 © Neustar Inc. / Proprietary and Confidential