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Quattro Wireless Wow Of In App Advertising
 

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….