The Mobile Necessity<br />Anh Ta<br />IPG Emerging Media Lab<br />July 7th, 2010<br />
“They have internet on computers now?” – Homer Simpson<br />
Convergence<br />
Users<br />
Reach<br />
Advertisers<br />Mobile advertising has 5x better ROI than online advertising<br />Mobile coupons are redeemed at a 5% to ...
Channels<br />
Useful or Fun<br />
Audience<br />89% Households <$100k<br />Households ≥$100k<br />Walmart Moms<br />Affluent Moms<br />
Handset Targeting<br />Smartphones make up only 9% of subscribers<br />
Usage<br />
Recommendations<br />Mobile coupons<br />SMS short codes<br />Mobile banners<br />Mobile WAP website<br />
Conclusion<br />Superior targeting metrics means better ROI.<br />Mobile content is a “Trade” proposition – has to have ut...
References<br />“Three Screen Report.” Nielsen, 1st Quarter, 2010. http://blog.nielsen.com/nielsenwire/online_mobile/what-...
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The mobile necessity

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The mobile necessity

  1. 1. The Mobile Necessity<br />Anh Ta<br />IPG Emerging Media Lab<br />July 7th, 2010<br />
  2. 2. “They have internet on computers now?” – Homer Simpson<br />
  3. 3. Convergence<br />
  4. 4. Users<br />
  5. 5. Reach<br />
  6. 6. Advertisers<br />Mobile advertising has 5x better ROI than online advertising<br />Mobile coupons are redeemed at a 5% to 20% rate, compared with about 1% for print coupons<br />Mobile offers additional data:<br />Handset<br />Carrier<br />Geo-targets<br />
  7. 7. Channels<br />
  8. 8. Useful or Fun<br />
  9. 9. Audience<br />89% Households <$100k<br />Households ≥$100k<br />Walmart Moms<br />Affluent Moms<br />
  10. 10. Handset Targeting<br />Smartphones make up only 9% of subscribers<br />
  11. 11. Usage<br />
  12. 12. Recommendations<br />Mobile coupons<br />SMS short codes<br />Mobile banners<br />Mobile WAP website<br />
  13. 13. Conclusion<br />Superior targeting metrics means better ROI.<br />Mobile content is a “Trade” proposition – has to have utility or entertainment value to build trust.<br />Consumers are multi-screen audiences on the move. Mobile marketing is essential and requires a long-term strategy.<br />
  14. 14. References<br />“Three Screen Report.” Nielsen, 1st Quarter, 2010. http://blog.nielsen.com/nielsenwire/online_mobile/what-consumers-watch-nielsens-q1-2010-three-screen-report/<br />“To Mobile or Not to Mobile.” Nielsen, September 15, 2009. http://en-us.nielsen.com/content/nielsen/en_us/report_forms/webinar_to_mobile.html<br />“Go Mobile, Grow …” IBM Institute for Business Value, 2008. http://www-935.ibm.com/services/us/gbs/bus/pdf/gbe03051-usen-03_gomobile.pdf<br />“The State of Mobile: US Webinar.” comScore, June 8, 2010. http://www2.comscore.com<br />“Target puts mobile coupons on costumers’ cellphones.” USA Today, March 11, 2010. http://www.usatoday.com/money/industries/retail/2010-03-09-targetcoupons09_ST_N.htm<br />‘Walmart Moms: Economically Squeezed & “Up-for-Grabs” This November.’ Momentum Analysis, June 22, 2010. http://www.politico.com/static/PPM136_100621_walmart_presentation.html<br />“Mobile Marketer’s Classic Guide to Mobile Advertising.” Mobile Marketer, August 14, 2009. http://www.mobilemarketer.com/cms/lib/1617.pdf<br />“New InsightExpress Research Reveals Impact of Mobile Advertising.” InsightExpress, February 4th, 2010. http://www.insightexpress.com/release.asp?aid=445<br />

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