Sensis on Mobile Advertising at CeBit 2009

Integrating Mobile Advertising into the Marketing Mix Thomas Arthur, GM Sensis Digital Marketing Services

Advertising that’s always on

Key considerations for mobile campaigns Why mobile advertising? How is it being done?

Mobile advertising innovation Consumer mobile advertising content Sensis mobile advertising business

Why Mobile Advertising?

Reach 8.55 million Australians currently use a mobile phone connected to a 3G network Source: ACMA Communications Report 2007-2008

Reach More than 4.4 million are Telstra 3G and NextG TM network mobile customers

Reach users each month 2.3 million The MediaSmart mobile ad network has MediaSmart allows advertisers to take advantage of BigPond’s Mobile Portal which also includes the Sensis mobile and 3 rd party network. Source: Omniture Report (Jan – Mar 2009)

Audience Targeting Targeting parameter options can include:

Audience Targeting Bright Futures 35, Pyrmont Conscious Consumers 36, Clovelly Mortgaged Aspirations 35, Dundas Studied Wealth 55, Rose Bay

ROI
Sophisticated reporting capabilities
Unique users
Number of banner ad impressions
Number of click-throughs to AdSites
Average page views
# Banner Ad Impressions # Click-through to AdSites Average Page Views

ROI
Sophisticated reporting capabilities
Number of calls
Number of downloads
Number of competition entries
and more…
# Competition Entries # Downloads # Opt Ins # Mobile Coupons

How it’s being done

One click for direct response
QANTAS GLOBAL SALE
Two-day buyout of the high profile BigPond “Top of Homepage” Banner in conjunction with press
Leveraging enormous reach offered by the BigPond Mobile Portal
KEY RESULTS
756,315 impressions delivered
CTR 1.16%
5% conversion rate to click to call

The brand in your hand
Stimulate brand loyalty and product awareness through consumer engagement
McDONALD’S CHICKEN SUMMER CHOICES
MediaSmart mobile channel the best performing media for campaign.
KEY RESULTS
1,322,800 impressions delivered
CTR 1.01%
Video Downloads 3,019
Competition entries 12,824

Mapping
SMS shortcodes
Send to mobile
SMS broadcasts
Database/CRM integration
Coupons
Bluetooth
Mobile codes
Integration with other media Mobile codes Coupons Send to mobiles Mapping

Lexus ‘L’Exhibition’
National campaign targeting broad audience described as under 44yrs old, successful, affluent males
CTR 1.22%
Click to call 6%
Integration with other media
Video downloads 4.4%
Mobile codes scanned 2.5%
“ Lexus owners tend to be tech-savvy and new media is proving to be an effective method of communicating with this market – Matt Joyce (Lexus Media Agency )

Mobile campaign checklist
Content/Destination
Audience
Placement
Call to action
Creative
Device-friendly Incentive Timing Integration For more details SMS* ‘cebit’ to 0415 268 766 * standard SMS charges apply or Visit our mobile site http://adsites.com.au/1/4555

"TV will never be a serious competitor for radio because people must sit and keep their eyes glued on a screen; the average American family hasn’t time for it." - New York Times, 1939 Don’t make the same mistake with mobile advertising For more details SMS* ‘cebit’ to 0415 268 766 *standard SMS charges apply or Visit our mobile site http://adsites.com.au/1/4555

Sensis on Mobile Advertising at CeBit 2009

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