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

Sophisticated reporting capabilities

Unique users

Number of banner ad impressions

Number of click-throughs 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

Sophisticated reporting capabilities

Number of calls

Number of downloads

Number of competition entries

and more…

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

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

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

Mapping

SMS shortcodes

Send to mobile

SMS broadcasts

Database/CRM integration

Coupons

Bluetooth

Mobile codes

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 )

Lexus ‘L’Exhibition’

National campaign targeting broad audience described as under 44yrs old, successful, affluent males

CTR 1.22%

Click to call 6%

Video downloads 4.4%

Mobile codes scanned 2.5%

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

Content/Destination

Audience

Placement

Call to action

Creative

"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