Quattro Wireless Wow Of In App Advertising
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Quattro Wireless Wow Of In App Advertising

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Quattro Wireless' presentation to Digiday: Apps with helpful tips for brands, advertisers and developers

Quattro Wireless' presentation to Digiday: Apps with helpful tips for brands, advertisers and developers

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Quattro Wireless Wow Of In App Advertising Quattro Wireless Wow Of In App Advertising Presentation Transcript

  • 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….