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The Mobile Marketing and Mobile
Advertising Toolkit
November 12, 2008, Romania New Media Conference
Dr. Alexander Trommen
...
AGENDA




  •   Mobile Marketing Ecosystem

  •   Mobile Marketing Cases

  •   Mobile Advertising Cases




            ...
Every age has an innovative media channel…



...which will be discovered by marketeers immediately:
     First Radio…    ...
Can you feel it yet?




* Share of mobile marketing and mobile advertising billing of total billings of Mindshare




   ...
Mobile Advertising can be compared to the very beginning of
online advertising in 1998




                               ...
Mobile Marketing is projected to have 1.6% of total global
 Ad spend by 2012


    • Global advertising grows from 2006 to...
In Europe alone the search and display revenues are projected to
reach 1.3 billion € in 2012




Source Vodafone Media Sol...
Overview of the value chain and the retained percentages




                         Advertising    Media Sales          ...
The huge market potential attracts a lot of investments into
the sector

 - Nokia acquires Enpocket (September)
 - Media h...
Mobile Marketing and Mobile Advertising are different



                     Products /                                  ...
AGENDA




  •   Mobile Marketing Ecosystem

  •   Mobile Marketing Cases

  •   Mobile Advertising Cases




            ...
Web Registrations for Mobile Content



 Audi
     Mobile content as a tool to
     generate addresses
     Bases for perm...
SMS Projections for Events



  Events
      ‚Hello World‘: laser projection of
      SMS messages from all over the
     ...
MMS Back-Channel and Competition at POS



Batman
    In cinemas all over Germany, flyers
    with perforated masks were
 ...
Cutom-made Mobile Flirt Application & Mobile Portal



 AXE BCWW
     Especially developed multi-
     player flirt game
 ...
SMS to „call-back“




Pirates of the Caribbean
    Integrated raffle campaign in
    cooperation with Pro7
    Promotion ...
On-pack Promotions via QR / 2D Codes



Soneq
    Linkage of beverage and music:
    music download on every bottle

    T...
In QR Codes are Mostly Used to Make Print or Outdoor
Advertising Interactive




Example Japan

                          ...
QR Codes are Almost Ubiquitous in Japan




             The barcodes contain nutrition information, etc.



             ...
AGENDA




  •   Mobile Marketing Ecosystem

  •   Mobile Marketing Cases

  •   Mobile Advertising Cases




            ...
In Germany Alone Over 100 Portals Already Build Their
Business on Mobile Advertising




Source: Vodafone Media Solutions
...
The Usage of the Mobile Internet Is Still Low Compared to
the Web




Source: Vodafone Media Solutions, Data Status End of...
Automatic Webpage Adaptation to Mobile by Browsers
 Leads to an Unsatisfying User Experience




Source: VDZ Akademie 2008...
Vodafone Media Solutions Advertising Types




  Source: Vodafone Media Solutions 2008

                                  ...
Campaign-focused Mobile Portal




Adidas Worldcup 2006
        Global mobile marketing
        campaign for the World Cup...
Mobile portal with Nightlife Guide



Smirnoff
     Pocket guide to help consumers
     make the most of their nights
    ...
Conclusion



  Marketing on cellphones consists of 2 areas Mobile Marketing and Mobile Advertising
  Mobile Marketing is ...
Stay in touch


Dr. Alexander Trommen
Mail: alexander.trommen@googlemail.com




                                   © 2008...
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M Marketing Toolkit Trommen 2008 11 12 V2

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The presentation intends to give an overwiew on Mobile marketing Ecosystem and its two main areas Mobile Marketing and Mobile Advertising. A variety of possible Tools is presented along real-life case studies from Europe.

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Transcript of "M Marketing Toolkit Trommen 2008 11 12 V2"

  1. 1. The Mobile Marketing and Mobile Advertising Toolkit November 12, 2008, Romania New Media Conference Dr. Alexander Trommen CMO
  2. 2. AGENDA • Mobile Marketing Ecosystem • Mobile Marketing Cases • Mobile Advertising Cases © 2008 I 2
  3. 3. Every age has an innovative media channel… ...which will be discovered by marketeers immediately: First Radio… …then TV… …today the mobile © 2008 I 3
  4. 4. Can you feel it yet? * Share of mobile marketing and mobile advertising billing of total billings of Mindshare © 2008 I 4
  5. 5. Mobile Advertising can be compared to the very beginning of online advertising in 1998 © 2008 I 5
  6. 6. Mobile Marketing is projected to have 1.6% of total global Ad spend by 2012 • Global advertising grows from 2006 to 2010 • In 2006, mobile advertising was around 5.7 % per year. $0.8billion. • Online and mobile advertising grow from • According to the STL report, there is 2006 to 2010 19.9 % per year. • The forecast to 2012 for online advertising is potential for the mobile advertising market to $54billion, that’s a period growth of 84% and grow rapidly. By 2012, mobile advertising will 10% of global ad spend. be $5billion - $13.5billion, that’s a period growth of 467% and 1,6% of global ad spend. Source: Swisscom © 2008 I 6
  7. 7. In Europe alone the search and display revenues are projected to reach 1.3 billion € in 2012 Source Vodafone Media Solutions, Data drom Jupiter Research M-Marketing & Advertising Model 11/2007 © 2008 I 7
  8. 8. Overview of the value chain and the retained percentages Advertising Media Sales Service Advertisers Publishers Consumers Agencies Agencies Enablers Pays 100% GROSS ad rate Retains ~25% of GROSS ad rate Retains 15~20% of GROSS ad rate Receives 55- 60% of GROSS ad rate Shares 25- 30% with Content Provider © 2008 I 8
  9. 9. The huge market potential attracts a lot of investments into the sector - Nokia acquires Enpocket (September) - Media holding company Publicis acquires Phonevalley, a mobile marketing agency (September) - Search specialist Medio Systems buys Suhari, a small mobile marketing start-up (August) - Yahoo! buys Actionality, an in-games ad specialist (August) - Interpublic Group (agency conglomerate) creates mobile specialist JV Ansible with Veltic, a mobile ad platform provider (July) - Media communications and marketing group Aegis acquires Marvellous Mobile, a mobile media agency/platform provider (June) - AOL acquires ScreenTonic (May) - MSN acquires Third Screen Media (May) - Buongiorno acquires Flytxt (May) - WWP (global ad agency) invests in mobile search specialist JumpTap (February) © 2008 I 9
  10. 10. Mobile Marketing and Mobile Advertising are different Products / What does it Need Market Customers Players Service need? relationship to • Mobile display ads • Recurring business • Advertiser • Ad server • Online advertising • Google • Mobile text links • Standard business • Agencies • Standardisation of company • Double Click • Mobile TV* • Big player in mobile • Media agencies adv tools • Big ad sales • Yahoo • Video ads search • Personalisation & companies Mobile • Mobile search • Near at the online targeting • Content provider • AdInfuse Advertising market • Performance • Operators • Admob measuring • Big publishers • Smaato (scaleable) • 2/3 of expected • Ad-funded content • add2phone European M- • Role of marketer • MINICK Advertising/ • Ad sales • Agencies Marketing Market in • Scales effects • Media planer 2010 • On pack promotions • Campaign for a • Advertiser • Creative concept • Creative agencies • Minick • Push- and pull SMS shorter time -> non • (Agencies) • Good design • Advertiser • Rhythm Media • Push- and pull MMS recurring • Consulting • 12snap • Custom apps • Service / Consultant • Neue Digitale Mobile • WAP-pages (brands, business Marketing special campaigns) • More direct marketing (project • Couponing driven) • Ticketing • 1/3 of expected European M- Advertising/ Marketing Market in 2010 © 2008 I 10
  11. 11. AGENDA • Mobile Marketing Ecosystem • Mobile Marketing Cases • Mobile Advertising Cases © 2008 I 11
  12. 12. Web Registrations for Mobile Content Audi Mobile content as a tool to generate addresses Bases for permission based marketing Connection of online und mobile Content adapted to the actual technical conditions Generated +100.000 contacts © 2008 I 12
  13. 13. SMS Projections for Events Events ‚Hello World‘: laser projection of SMS messages from all over the world on selected famous buildings world-wide, e.g. the UNO headquarters in NY LIVE 8: opportunity to express one‘s support per SMS, more than 1 mio. SMS received © 2008 I 13
  14. 14. MMS Back-Channel and Competition at POS Batman In cinemas all over Germany, flyers with perforated masks were distributed Users with camera phones could take pictures with the Batman mask and send them via MMS to a short code Senders participated automatically in the lottery Photos could be viewed online on a micro site © 2008 I 14
  15. 15. Cutom-made Mobile Flirt Application & Mobile Portal AXE BCWW Especially developed multi- player flirt game Users create their profiles and can flirt with other users Flirt partner evaluates the performance and gives points Flirt queen and king were calculated this way and crowned on stage at the VIVA Comet award Supported on TV by MTV and VIVA, VJs as testimonials © 2008 I 15
  16. 16. SMS to „call-back“ Pirates of the Caribbean Integrated raffle campaign in cooperation with Pro7 Promotion of the interactive AudioCard in a 20sec TV commercial Participant receives an unheralded mystery call of Captain Sparrow Mechanism of the lottery is explained, participation directly via the key pad © 2008 I 16
  17. 17. On-pack Promotions via QR / 2D Codes Soneq Linkage of beverage and music: music download on every bottle Take a picture of the 2D-Code with the mobile phone, send the photo via MMS to a dedicated short code and activate the download on the phone Cooperation with Warner Music, promotion with TV commercials © 2008 I 17
  18. 18. In QR Codes are Mostly Used to Make Print or Outdoor Advertising Interactive Example Japan Example Germany © 2008 I 18
  19. 19. QR Codes are Almost Ubiquitous in Japan The barcodes contain nutrition information, etc. © 2008 I 19
  20. 20. AGENDA • Mobile Marketing Ecosystem • Mobile Marketing Cases • Mobile Advertising Cases © 2008 I 20
  21. 21. In Germany Alone Over 100 Portals Already Build Their Business on Mobile Advertising Source: Vodafone Media Solutions © 2008 I 21
  22. 22. The Usage of the Mobile Internet Is Still Low Compared to the Web Source: Vodafone Media Solutions, Data Status End of 2007 © 2008 I 22
  23. 23. Automatic Webpage Adaptation to Mobile by Browsers Leads to an Unsatisfying User Experience Source: VDZ Akademie 2008 presented by Sevenval © 2008 I 23
  24. 24. Vodafone Media Solutions Advertising Types Source: Vodafone Media Solutions 2008 © 2008 I 24
  25. 25. Campaign-focused Mobile Portal Adidas Worldcup 2006 Global mobile marketing campaign for the World Cup 2006 Content download, free life ticker, information about the games and players, possibility to win tickets Supported by TV commercials, partnerships with MTV and Xbox 360 + 1.000.000 visits Source: www.MINICK.net © 2008 I 25
  26. 26. Mobile portal with Nightlife Guide Smirnoff Pocket guide to help consumers make the most of their nights out Features, such as a pocket bartender, are developed specifically for consumers on the move Integrated nightlife guide incl. navigation for UK, Canada, India In UK the mobile site reaches about one-third the traffic of the website Source: AKQA © 2008 I 26
  27. 27. Conclusion Marketing on cellphones consists of 2 areas Mobile Marketing and Mobile Advertising Mobile Marketing is the creative part where individualised solutions are key to be successful Mobile Advertising is a highly standardised and scalable business Mobile Advertising will see faster growth and larger revenues in the future © 2008 I 27
  28. 28. Stay in touch Dr. Alexander Trommen Mail: alexander.trommen@googlemail.com © 2008 I 28
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