Quattro Wireless Wow Of In App Advertising

The WOW of Mobile App Advertising

WHY?
HOW?
WHAT?

WHY?

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

Many Opportunities to Reach and Engage
More than1 Billion global ad requests in Q2 (lots of opportunity to deliver a message!)
8.5x the click rate vs. online advertising
(and app users are influencers, so each message and click has even more impact per dollar)

22 Million Weekly Mobile Web Users
Remember, App users are also mobile web users!
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
Sources: comScore; Insight Express, July 2009 Mobile Phone Users

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

Why Such High Impact?
Users spend significant time in their favorite apps = More opportunity to see your message
Many applications capture location data (with user consent) = Enhanced targeting for close-to-purchase impact
100% share of voice = no competition for attention

HOW?

Sight, Sound, Motion!
Leverage Video assets from TV or online to Increase Engagement
Expandable Ads can Slide, Fade or Flip
Photo Gallery to Highlight Product Features
Example from mobile web, can run in-app as well

Custom Integration with Persistent Branding (WHERETM)

100% Share of Voice with Custom Rich Media Integration (WHERETM)
Launch App
Close
Click to site
Interstitial

From Ad View to Booking Room a Few Clicks
Banner
Click 2
Click 3
Click 1

WHAT?

The Three-Step App Advertising Success Plan
1
Define your mobile objectives
2
Create your media plan
3
Measure and optimize

Define Objectives
Integrate mobile into your plan
Leverage mobile-specific behavior and device capabilities

Create Your Media Plan
The Right Apps: based on insights about your audience and clearly defined mobile app objectives
The Right Opportunities: create custom programs on desirable apps 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

Measure and Optimize
Continually optimize to increase campaign impact
If you’re promoting your own app, use conversion tracking from your direct-to-download ads
At conclusion, request fully transparent reporting on your media buy to continuously improve campaign results on mobile and across channels

Print out this handy cheat sheet….