Woops, wrong ABC.. Sorry, I am a sales guy so this is my mantra – and of course, actually for all the marketing folks, this is the end result you are looking for in your media spend – the final sale!
So now for the real agenda for my short 15 minutes with you – a short walk through the mobile advertising primer –Application Advertising, Beyond the Banner and Content and Context…
The app audience is broader than most marketers think – look at the download numbers for the 55+ segment!
As you can see here, application users are a desirable audience. More than half report being influences by mobile ads, and 63% want to make a purchase on their device – no matter where they are.
Device type actually plays a big part in response – one of the reasons it is important to work with w mobile expert! iPhone audience overindexes on all metrics related to mobile web usage, so not a surprise that they also engage more with ads.
Mobile advertising is not just about ads – it is also offers opportunities to integrate your brand with compelling content and to provide your own destination as well. And as we’ll see in a few slides, how you target based on content also affects response rates.
Not saying that CPG is great and dating is not – different goals and programs.CPG, Auto, entertainment 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 CPGCPM 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 actually not provide real insights for marketers– using an index makes it more informational to compare over time.
So, what’s next? If you are convinced that it makes sense to invest in mobile, how do you get started?
It is the same as what you do with all of your marketing – this is not hard or entirely new!
Those who integrate mobile up front get the best benefit – frankly the marketers and media buyers that are using ‘the leftover 5k from my online plan’ and just adding in a mobile buy to get the check mark that they have ‘done mobile’ are not going to get the real benefits of the medium.
Quattro Wireless ABCs Of Mobile
The ABCs of Mobile Advertising<br />Mike Owen, Director, Sales<br />
Everyone is downloading apps<br />App Store Downloading Behavior – Free vs. Paid Downloads <br />Q1 2009<br />4Source: Nielsen Apple iPhone: An Executive Overview<br />* Denotes sample size <20<br />
Consumer Profile: Weekly Mobile App Users<br />If I could make a purchase with a single click on my mobile, I would use it in the store and at home<br />I frequently will search for more information about a product with my mobile<br />Advertising keeps me up-to-date on products I would like to have<br />63% agree<br />53% agree<br />49% have requested more information about a product with their mobile<br />Source: Insight Express, Digital Consumer Portrait, 2009<br />
iPhone users very responsive to ads<br />Source: Quattro internal data 3/09 – 7/09, Global<br />
The three-step success plan<br />A<br />Define your mobile objectives<br />B<br />Create your media plan<br />C<br />Measure and optimize<br />
A. Define Objectives<br />Integrate mobile into your plan<br />Leverage mobile-specific behavior and device capabilities<br />
B. Create your media plan<br />The Right Sites and Apps: based on insights about your audience and clearly defined mobile objectives<br />The Right Opportunities: create custom programs and integrations to effectively impact consumers<br />The Right Creative: from banners to full screen experiences and dynamic creative to ensure deeper engagement<br />The Right Destination: be sure to include a mobile optimized landing page to create a seamless consumer experience<br />
C. Measure and Optimize<br />Continually optimize to increase campaign impact<br />Track installs, upgrades and form fills<br />View real-time key performance metrics <br />Use your wrap-up report (with site-by-site data) to increase performance across channels<br />