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Art And Science Of Mobile Advertising I Media Summit

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This presentation was given at the iMedia brand summit in September 2009. For the full effect please download as there are a number of animated builds within the PowerPoint.

This presentation was given at the iMedia brand summit in September 2009. For the full effect please download as there are a number of animated builds within the PowerPoint.

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  • We have the sites and applications that will work best for you, for either branding or direct marketing. We are the only mobile network sales team for many premium sites – meaning you can’t buy space on sites like the NFL, Car and Driver and Elle from any other network.
  • In our experience, there are 5 things that are vital in being a world-class partner– and in the center of the story, as on the center of this graphic – it is all about making mobile easy.
  • Leaders in every category are on mobile. We bring many brands to mobile for the first time – like volvo, butterball, timberland
  • Transcript

    • 1. The Art + Scienceof Mobile Advertising
    • 2. Why Mobile
    • 3. 3
      Mobile is a mass medium today
      Mobile web audience
      Daily mobile internet audience
      is 1/3 of Online today and growing fast – almost 200% growth since January 2008
      =
      80% of one of 2009’s top rated shows, American Idol Results
      TV audience, American Idol Results 27.5 MM
      Online Audience
      185 MM
      Daily Mobile Internet Audience
      22MM
      Mobile Web Audience
      63 MM
      Source: comScore
    • 4. 4
      Source: Universal McCann/AOL July 2009
      Your audience is always on the mobile web!
      ONE IN EVERY SEVEN MINUTES OF MEDIA CONSUMPTION IS ON MOBILE
      Source: Universal McCann/AOL July 2009
    • 5. Many opportunities to reach and engage
      4 Billion
      global ad requests each month
      30 Million consumers
      Almost10x
      online advertising click rates
    • 6. 6
      Mobile is more than ‘phone’
      More than 11%of Quattro’s ad requests in Q2 2009 were from non-phone entertainment devices with WiFi capability
      More than 11%
      over a billion
      These devices generatedover a billionglobal ad requests in the Quattro Wireless Network
      24% higher
      Click rates are24% higherthan those on non-smart phones and for some devices, can range to135% higher
      135% higher
      Compared to web media, click rates are5 timesrecently cited statistics for online display
      5 times
    • 7. Significant behavior change in desirable demos: youth, moms
      I get more of my news from my mobile phone now than any other source
      I use my mobile phone more than I use a computer to browse the Internet
      The mobile Internet is my preferred way to receive information
      Source: Insight Express, July 2009 Mobile Phone Users
    • 8. Mobile drives more purchase intent than online
      BRAND METRICS
      Mobile versus Online
      Source: Insight Express
      Note: Delta calculations based on overall exposed percentages (minus control)Respondents: Mobile N = 47,658, Online N = 513,973
    • 9. 9
      Mobile advertising drives action: 1/3 influence others
      ACTIONS TAKEN UPON SEEING MOBILE ADVERTISEMENTS
      Source: Universal McCann/AOL July 2009
      Source: Universal McCann/AOL July 2009
    • 10. Everyone is downloading apps
      App Store Downloading Behavior – Free vs. Paid Downloads
      Q1 2009
      10Source: Nielsen Apple iPhone: An Executive Overview
      * Denotes sample size <20
    • 11. Consumer Profile: Weekly Mobile App Users
      If I could make a purchase with a single click on my mobile, I would use it in the store and at home
      I frequently will search for more information about a product with my mobile
      Advertising keeps me up-to-date on products I would like to have
      63% agree
      53% agree
      49% have requested more information about a product with their mobile
      Source: Insight Express, Digital Consumer Portrait, 2009
    • 12. 12
      Your message will get more attention
      1
      2
      3
      4
      5
      6
      1
      Typical web page:
      Typical mobile page:
      1 banner ad getting 100% attention
      6 competing banner ads getting 16% of attention each (maybe…)
    • 13. What can I do
    • 14. What is mobile advertising?
      14
    • 15. 15
      Sight, sound, motion and action anywhere, anytime
      Interstitials
      iPhone expandable with in-ad map
      Expandables
    • 16. Got an app? Get ranked!
      16
    • 17. 17
      Integrate your brand for 100% SOV and impact
      Apps
      Mobile Web
    • 18. Create a destination optimized for mobile
    • 19. 19
      … and yes B2B and C-suite as well
    • 20. What results will I see
    • 21. Response rates driven by targeting, goals
      Quattro Wireless Q2 internal data, US
      Quattro Wireless Internal Data Q2 09, US
    • 22. Using mobile to launch a targeted product
      OBJECTIVES
      • Drive awareness for new Concha Y Toro line of red wines from Chile, Xplorador
      • 23. Position brand as fresh, stylish choice
      • 24. Educate consumers about the wines and demystify the wine/food connection
      • 25. Drive to retail and restaurant
      • 26. Be cost-effective!
    • Target audience
      THE MULTIPLIERS
      • Adults 21+
      • 27. Enjoy sharing a glass of wine with friends, eating out
      • 28. Style leaders
      • 29. Predisposed to share their ‘finds’ with others
    • The mobile buy
      Quattro Network
      • 23 targeted sites and apps and Run of Network
      • 30. Hispanic
      • 31. Social networks (21+ targeted based on registration)
      • 32. Entertainment
      • 33. Applications
      • 34. All platforms
      • 35. Custom microsite
    • The consumer experience
    • 36. The consumer experience
    • 37. Success one month in…
      RESULTS
      • Click throughs as high as 6+%. Average across campaign 2%.
      • 38. More than 40,000 visitors to the mobile site
      • 39. 29% of age-verified consumers used retail locator – most popular section of the site
      TAKEAWAYS
      • Mobile network enables broad and targeted reach
      • 40. Creating a mobile-specific experience key to success
      • 41. You can use mobile for ‘niche’ products
    • How do I get started
    • 42. The three-step success plan
      1
      Define your mobile objectives
      2
      Create your media plan
      3
      Measure and optimize
    • 43. 1. Define Objectives
      Integrate mobile into your plan
      Leverage mobile-specific behavior and device capabilities
    • 44. 2. Create your media plan
      The Right Sites and Apps: based on insights about your audience and clearly defined mobile objectives
      The Right Opportunities: create custom programs and integrations to effectively impact consumers
      The Right Creative: from banners to full screen experiences and dynamic creative to ensure deeper engagement
      The Right Destination: be sure to include a mobile optimized landing page to create a seamless consumer experience
    • 45. 3. Measure and Optimize
      Continually optimize to increase campaign impact
      Track installs, upgrades and form fills
      View real-time key performance metrics
      Use your wrap-up report (with site-by-site data) to increase performance across channels
    • 46. Quattro offers thousands of sites and applications
      JUST A SAMPLING OF OUR CHANNELS AND NETWORK PARTNERS
      NEWS & INFO
      WOMEN / MEN
      APPLICATIONS
      SPORTS
      COMMUNITY & GAMES
      HISPANIC
      TEEN
      ENTERTAINMENT
      33
      33
    • 47. 34
      Profile of Quattro Wireless, your world-class network partner
      Offers critical massin the right environmentto reach my target audience on the mobile web and in application
      1
      1
      Offers consultative servicesso that I can make the biggest impact with my campaign while getting the best return
      Has the ability to laser-targetthe audience most likely to respond to and share my messages
      2
      5
      2
      5
      MAKES MOBILE EASY!
      MAKES MOBILE EASY!
      3
      4
      3
      4
      Provides me with full transparencyon where I am buying and how each placement did, so I can learn and optimize
      Provides accessto the sites and applications that are best for my ads, without me having to buy from each site individually
    • 48. Join our roster of successful clients
      CONSUMER
      PRODUCTS
      TRAVEL
      TECHNOLOGY
      AUTOS
      ENTERTAINMENT
      OTHER
      RETAIL
      FORTUNE 500s
      B2B
    • 49. 36
      In conclusion….
      1
      2
      Mobile is a key ingredient in a successful marketing program
      Quattro Wireless will create maximum impact and superior results for you