1. Whatto Do
           How We                                                             Case
                          ...
This is a
               mobile phone.




                               5thfinger
© 5th Finger 2009
This is
                    mobility.



                                5thfinger
© 5th Finger 2009
mobility
                    is a range of
                    BEHAVIORS



                               5thfinger
© 5th...
Our job is helping brands engage consumers living on the
 go.




                                                      5t...
By tapping into context.




                                               5thfinger
© 5th Finger 2009
Exploiting
                    functionality.


                                     5thfinger
© 5th Finger 2009
Creating
    utility.




                    5thfinger
© 5th Finger 2009
Most people think about mobile like
  this.
                                              An idea.
                       ...
Most people think about mobile
                                              An idea.
                                    ...
Some people think about mobile like
  this.
                               TV
                                       Ideas...
Some people think about mobile
                               TV
                                       Ideas.
           ...
We think about mobile like this.
                             People




                            The
                 ...
We think about mobile
                             People




  A                         The
                    Brand   ...
So where do I start?



                         5thfinger
© 5th Finger 2009
Know your mobile Ad Networks…
                                         High Traffic
                                      ...
1. What We Do                                       Beyond
                                                             Th...
Beyond the Banner (Driving ROI)
                           Click to Call
                                     Branded Cont...
1. What We Do                                        Case
                                                           Studi...
MSN MOBILE
       Key Learnings –

       •     For PC vs Mobile Ads - 6x ROI performance from Mobile
             Ads
   ...
LANDROVER
    Moving from
    PC to Mobile...




                      5thfinger
© 5th Finger 2009
Untapped Opportunities…



                            5thfinger
© 5th Finger 2009
Rich Mobile Banners




                             5thfinger
© 5th Finger 2009
In Banner Search




                           5thfinger
© 5th Finger 2009
The wrap…
                                            Send to    Friend’s
                                               Y...
Steen Andersson
                                                                  Co-Founder

                            ...
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ADSPACE Workshop Series — Steen Andersson

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ADSPACE Workshop Series — Steen Andersson

  1. 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. 2. This is a mobile phone. 5thfinger © 5th Finger 2009
  3. 3. This is mobility. 5thfinger © 5th Finger 2009
  4. 4. mobility is a range of BEHAVIORS 5thfinger © 5th Finger 2009
  5. 5. Our job is helping brands engage consumers living on the go. 5thfinger © 5th Finger 2009
  6. 6. By tapping into context. 5thfinger © 5th Finger 2009
  7. 7. Exploiting functionality. 5thfinger © 5th Finger 2009
  8. 8. Creating utility. 5thfinger © 5th Finger 2009
  9. 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. 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. 11. Some people think about mobile like this. TV Ideas. Ideas. OOH Print Mobile Ideas. Ideas. Online 5thfinger © 5th Finger 2009
  12. 12. Some people think about mobile TV Ideas. Ideas. AS OOH Print Mobile Ideas. Ideas. CONNECTION. Online 5thfinger © 5th Finger 2009
  13. 13. We think about mobile like this. People The Brand Media Idea Technolog y 5thfinger © 5th Finger 2009
  14. 14. We think about mobile People A The Brand Media Idea S Technology 5thfinger © 5th Finger 2009
  15. 15. So where do I start? 5thfinger © 5th Finger 2009
  16. 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. 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. 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. 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. 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. 21. LANDROVER Moving from PC to Mobile... 5thfinger © 5th Finger 2009
  22. 22. Untapped Opportunities… 5thfinger © 5th Finger 2009
  23. 23. Rich Mobile Banners 5thfinger © 5th Finger 2009
  24. 24. In Banner Search 5thfinger © 5th Finger 2009
  25. 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. 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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