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ADSPACE Workshop Series — Steen Andersson

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  • 1. 1. Whatto Do How We Case Beyond The Studies think banner & (Driving about New 2. Mobility Planning ROI) Opps mobile 3. Innovation @ 5th 4. Example: Mobile Elements http://www.flickr.com/photos/11266609@N00/2872069583/ Presenter: Steen Andersson Co-Founder & Vice President 5thfinger © 5th Finger 2009
  • 2. This is a mobile phone. 5thfinger © 5th Finger 2009
  • 3. This is mobility. 5thfinger © 5th Finger 2009
  • 4. mobility is a range of BEHAVIORS 5thfinger © 5th Finger 2009
  • 5. Our job is helping brands engage consumers living on the go. 5thfinger © 5th Finger 2009
  • 6. By tapping into context. 5thfinger © 5th Finger 2009
  • 7. Exploiting functionality. 5thfinger © 5th Finger 2009
  • 8. Creating utility. 5thfinger © 5th Finger 2009
  • 9. Most people think about mobile like this. An idea. Voice Brand SMS Apps An idea. An idea. Mobile An idea. Web 5thfinger © 5th Finger 2009
  • 10. Most people think about mobile An idea. Voice AS Brand SMS Apps An idea. An idea. TECHNOLOGY Mobile An idea. Web . 5thfinger © 5th Finger 2009
  • 11. Some people think about mobile like this. TV Ideas. Ideas. OOH Print Mobile Ideas. Ideas. Online 5thfinger © 5th Finger 2009
  • 12. Some people think about mobile TV Ideas. Ideas. AS OOH Print Mobile Ideas. Ideas. CONNECTION. Online 5thfinger © 5th Finger 2009
  • 13. We think about mobile like this. People The Brand Media Idea Technolog y 5thfinger © 5th Finger 2009
  • 14. We think about mobile People A The Brand Media Idea S Technology 5thfinger © 5th Finger 2009
  • 15. So where do I start? 5thfinger © 5th Finger 2009
  • 16. Know your mobile Ad Networks… High Traffic Volume Direct Response Branding (Long Tail of Publishers) (Premier) Chart: North American Ad Network Lower Traffic Volume Inventory Mix (Source 5th Finger) 5thfinger © 5th Finger 2009
  • 17. 1. What We Do Beyond The banner (Driving 2. Mobility Planning ROI) 3. Innovation @ 5th 4. Example: Mobile Elements http://www.flickr.com/photos/11266609@N00/2872069583/ Presenter: Steen Andersson Co-Founder & Vice President 5thfinger © 5th Finger 2009
  • 18. Beyond the Banner (Driving ROI) Click to Call Branded Content Downloads SMS Alerts WAP Coupons Videos (Trailers, etc) E-commerce Sales Promotion Sweepstakes SMS Coupons/Vouchers Download Mobile Wallpapers 5thfinger © 5th Finger 2009
  • 19. 1. What We Do Case Studies & New 2. Mobility Planning Opps 3. Innovation @ 5th 4. Example: Mobile Elements http://www.flickr.com/photos/11266609@N00/2872069583/ Presenter: Steen Andersson Co-Founder & Vice President 5thfinger © 5th Finger 2009
  • 20. MSN MOBILE Key Learnings – • For PC vs Mobile Ads - 6x ROI performance from Mobile Ads • More complex calls to action (Sweeps) can reduce response • Admob performed 10x better than the worst performing ad network (Sprint) • Traffic from Google Mobile Search and Millenial Media had the highest repeat visit rate to MSN Mobile 5thfinger © 5th Finger 2009
  • 21. LANDROVER Moving from PC to Mobile... 5thfinger © 5th Finger 2009
  • 22. Untapped Opportunities… 5thfinger © 5th Finger 2009
  • 23. Rich Mobile Banners 5thfinger © 5th Finger 2009
  • 24. In Banner Search 5thfinger © 5th Finger 2009
  • 25. The wrap… Send to Friend’s Your Send to Friend’s Your name Name Friend’s a Mobile Your name Name Friend’s a Mobile Mobile # # Friend: Mobile # # Friend: 1. Understand the players 2. Drive ROI Beyond the Banner 3. Think about how much online budget to allocate 5thfinger © 5th Finger 2009
  • 26. Steen Andersson Co-Founder steen.andersson@5thfinger.com New York Office San Francisco Office Sydney Office 5thfinger +1 646 578 8202 +1 415 294 2040 +61 2 8307 7888 © 5th Finger 2009

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