10 minutes, 10 ideas
for Mobile Advertising
Success
Lynn Tornabene, CMO
1. Plan integrated, not afterthought
Attend the Mobile
Ad Summit
1
1. Plan integrated, not afterthought
Think ‘mobile’ not
just ‘phone’
4
Reach hard-to-reach, responsive targets
More than 11% of Quattro’s ad requests
in Q2 2009 were from non-phone entertainm...
1. Plan integrated, not afterthought
Go ‘beyond the
banner’
Sight, sound, motion and action anywhere, anytime
6
InterstitialsExpandablesiPhone
expandable with
in-ad map
Integrate your brand for 100% SOV and impact
7
AppsMobile Web
1. Plan integrated, not afterthought
Take advantage of
the environment
Mobile is not just the internet on a small screen
9
1. Plan integrated, not afterthought
Avoid the line
dance
11
Drive to a mobile-optimized site
Drive to mobile site to track success across media
Outdoor to mobile
Mobile builds database
Mobile creates
passionate fans...
1. Plan integrated, not afterthought
Turn consumers
into shoppers
into buyers – on
mobile
Got an app? Get ranked!
14
Accelerate the sales process with click-to-buy
Drive to stores
including:
Amazon
Best Buy
Drugstore.com
iTunes
1. Plan integrated, not afterthought
Turn consumers
into shoppers
into buyers – in
retail
Drive to retail and restaurant case study
6+% click-throughs
29% of age-verified consumers used
the retail/restaurant loca...
1. Plan integrated, not afterthought
Use benchmarks
eCPM and eCPC driven by targeting, goals
Quattro Wireless Q2 internal data,
US
Quattro Wireless Internal Data Q2 09, US
0
...
Response rates also driven by targeting, goals
Quattro Wireless Q2 internal data,
US
214
189
170 164
157 155
126 124
114
1...
1. Plan integrated, not afterthought
Do it!
Go mobile with these ideas today…
1. Attend the Mobile Ad Summit
2. Think ‘mobile’ not just ‘phone’
3. Go ‘beyond the bann...
Call us 
Let’s keep in touch!
www.quattrowireless.com/doit
Twitter: @intheq
srosenblatt@quattrowireless.com
lynn@quattrowireless.com
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Mobile Ad Summit Presentation

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This presentation was given at the Advertising Week Mobile Ad 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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  • 4
  • Not saying that CPG is great and dating is not – different goals and programs.
    CPG, Auto, Finance and entertainement all do high CPM, high engagement campaigns, while at the other end of the scale we are looking at the CPC marketers – who just want to get broad reach and drive clicks, and are only paying for those clicks (so how they compare to CPG CPM campaigns is not as relevant to them). This is an index vs. absolute % because this is early in the medium and the numbers are so volatile that trying to compare these month over month would be hard – using an index makes it much easier and more informational to compare over time.
  • Not saying that CPG is great and dating is not – different goals and programs.
    CPG, Auto, Finance and entertainement all do high CPM, high engagement campaigns, while at the other end of the scale we are looking at the CPC marketers – who just want to get broad reach and drive clicks, and are only paying for those clicks (so how they compare to CPG CPM campaigns is not as relevant to them). This is an index vs. absolute % because this is early in the medium and the numbers are so volatile that trying to compare these month over month would be hard – using an index makes it much easier and more informational to compare over time.
  • Mobile Ad Summit Presentation

    1. 1. 10 minutes, 10 ideas for Mobile Advertising Success Lynn Tornabene, CMO
    2. 2. 1. Plan integrated, not afterthought Attend the Mobile Ad Summit 1
    3. 3. 1. Plan integrated, not afterthought Think ‘mobile’ not just ‘phone’
    4. 4. 4 Reach hard-to-reach, responsive targets More than 11% of Quattro’s ad requests in Q2 2009 were from non-phone entertainment devices with Wi Fi capability These devices generated over a billion global ad requests in the Quattro Wireless Network Click rates are 24% higher than those on non- smart phones and for some devices, can range to 135% higher Compared to web media, click rates are 5 times recently cited statistics for online display More than 11% over a billion 24% higher 5 times 135% higher
    5. 5. 1. Plan integrated, not afterthought Go ‘beyond the banner’
    6. 6. Sight, sound, motion and action anywhere, anytime 6 InterstitialsExpandablesiPhone expandable with in-ad map
    7. 7. Integrate your brand for 100% SOV and impact 7 AppsMobile Web
    8. 8. 1. Plan integrated, not afterthought Take advantage of the environment
    9. 9. Mobile is not just the internet on a small screen 9
    10. 10. 1. Plan integrated, not afterthought Avoid the line dance
    11. 11. 11 Drive to a mobile-optimized site
    12. 12. Drive to mobile site to track success across media Outdoor to mobile Mobile builds database Mobile creates passionate fans who share with friends Mobile drives to store Mobile engages
    13. 13. 1. Plan integrated, not afterthought Turn consumers into shoppers into buyers – on mobile
    14. 14. Got an app? Get ranked! 14
    15. 15. Accelerate the sales process with click-to-buy Drive to stores including: Amazon Best Buy Drugstore.com iTunes
    16. 16. 1. Plan integrated, not afterthought Turn consumers into shoppers into buyers – in retail
    17. 17. Drive to retail and restaurant case study 6+% click-throughs 29% of age-verified consumers used the retail/restaurant locator Large sales increase with no other media in market
    18. 18. 1. Plan integrated, not afterthought Use benchmarks
    19. 19. eCPM and eCPC driven by targeting, goals Quattro Wireless Q2 internal data, US Quattro Wireless Internal Data Q2 09, US 0 400 800 1200 1600 2000 Index of eCPM and eCPC By Industry (US) eCPM eCPC
    20. 20. Response rates also driven by targeting, goals Quattro Wireless Q2 internal data, US 214 189 170 164 157 155 126 124 114 107 98 97 95 79 72 61 56 44 0 50 100 150 200 250 Index of CTR by Advertiser Category (US) Quattro Wireless Internal Data Q2 09, US
    21. 21. 1. Plan integrated, not afterthought Do it!
    22. 22. Go mobile with these ideas today… 1. Attend the Mobile Ad Summit 2. Think ‘mobile’ not just ‘phone’ 3. Go ‘beyond the banner’ 4. Take advantage of the environment 5. Avoid the line dance 6. Turn consumers into shoppers into buyers – on mobile 7. Turn consumers into shoppers into buyers – in retail 8. Use benchmarks 22
    23. 23. Call us 
    24. 24. Let’s keep in touch! www.quattrowireless.com/doit Twitter: @intheq srosenblatt@quattrowireless.com lynn@quattrowireless.com
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