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Jo Garcia: Making Mobile Marketing Work
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Jo Garcia: Making Mobile Marketing Work

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  • 1. CONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARY The Mobile Internet: There’s a bandwagon, so why not jump on it? 1st December 2010 Jo Garcia - Velti 1
  • 2. CONFIDENTIAL & PROPRIETARY 1 Snapshot of the market - Brands
  • 3. CONFIDENTIAL & PROPRIETARY Are YOU ready for it? Some web giants have adapted well to mobile
  • 4. CONFIDENTIAL & PROPRIETARY No.
  • 5. CONFIDENTIAL & PROPRIETARY But then – who is? Total Unique Visitors Site rendered for mobile Amazon Sites 787,202 YES Home Retail Group 161,362 No Play.com Sites 145,169 No Dixons Stores Group 54,750 No Wal-Mart 49,871 No John Lewis Partnership 47,077 No HMV 40,866 No Arcadia Group Limited 37,371 No GAME Group PLC 37,155 No Marks & Spencer 36,671 YES NEXT Group 30,769 No Boots Plc 27,718 No IKEA 26,433 No Comet 23,745 No
  • 6. CONFIDENTIAL & PROPRIETARY Mobile Design
  • 7. CONFIDENTIAL & PROPRIETARY 2 Snapshot of the market - Audience
  • 8. CONFIDENTIAL & PROPRIETARY Mobile web set to overtake fixed internet Source: Morgan Stanley 2010
  • 9. CONFIDENTIAL & PROPRIETARY UK Mobile Marketplace – Ad Expenditure  2009 £36.7m  Mobile Display Advertising £17.4m  Paid for search on Mobile Internet £20.2m  2008 £28.6m  Mobile Display Advertising £14.2m  Paid for search on Mobile Internet £14.4m IAB & PwC research  Top 5 display ad categories:  Entertainment & Media - 61.5%  Telecoms - 14.7%  Finance - 8.1%  Consumer Goods - 3.2%  Government, social & political -2.7%
  • 10. CONFIDENTIAL & PROPRIETARY Mobile Search 1 2 3 Mobile search has increased 500% in 2 years PPC campaigns offer better value than desktop Targeting is more precise on mobile4 51% of mobile browsers use search
  • 11. CONFIDENTIAL & PROPRIETARY Mobile minutes spent online in UK
  • 12. CONFIDENTIAL & PROPRIETARY A growing audience - increased daily usage 18.9m monthly Source: GSMA MMM, Appetite survey heavy users 7.6m (40%) light 6.4m (34%) medium 4.9m (26%)
  • 13. CONFIDENTIAL & PROPRIETARY Increased engagement opportunities Mobile Internet Usage 5 < 5 minutes 23% 5 minutes 77% Appetite survey
  • 14. CONFIDENTIAL & PROPRIETARY Increased engagement opportunities 77% TV & PC 5 17% PC+MOB 29% TV+MOB Appetite survey 22% TV+PC+MOB
  • 15. CONFIDENTIAL & PROPRIETARY 3 Snapshot of the market – Best practice in mobile advertising
  • 16. CONFIDENTIAL & PROPRIETARY Ad Formats - static BANNER EDITORIAL INTEGRATION TENANCY LINK
  • 17. CONFIDENTIAL & PROPRIETARY Ad Formats – pre-roll
  • 18. CONFIDENTIAL & PROPRIETARY Ad Formats - Expandables
  • 19. CONFIDENTIAL & PROPRIETARY Ad Formats – In-app
  • 20. CONFIDENTIAL & PROPRIETARY Ad Formats - Dynamic
  • 21. CONFIDENTIAL & PROPRIETARY Ad Formats - Creative
  • 22. CONFIDENTIAL & PROPRIETARY 4 Snapshot of the market – Best practice in mobile search
  • 23. CONFIDENTIAL & PROPRIETARY Mobile Search is Different... ABC Restaurant Fine dining for any occasion. Fresh, organic ingredients. www.abcfood.co.uk ABC Restaurant Fine dining for any occasion. Call us now to reserve a table! 020 7031 1000 ad slots ad slots
  • 24. CONFIDENTIAL & PROPRIETARY Local drive to Mobile Search Walk into a store Get driving directions 33% of all search queries have local intent 15% of iPhone applications are local Series 1, 2007, 18.9 Series 1, 2008, 61.3 Series 1, 2009, 134 Series 1, 2010, 215.3 Series 1, 2011, 329 Series 1, 2012, 486 Users of mobile-local services (millions)
  • 25. CONFIDENTIAL & PROPRIETARY Unique Feature – Click to Call restaurant Paolo’s Italian Restaurant www.paolositalian.co.uk Fine dining for any occasion. Featuring organic and fresh ingredients. 01342 945547- 20 London Road, East Grinstead, West Sussex, RH19 2TA Sussex restaurant reviews Find the perfect restaurant. Hours, reviews, directions & more. Book a table and read … restaurant Advertisers who use click-to-call get a 5-10% increase in CTRs CTC provides a safety net and doesn’t cannibalize URL clicks
  • 26. CONFIDENTIAL & PROPRIETARY Unique Feature – Click to Download Promote Apps with mobile search: Link directly to the download page for Apple App Store and Android Market
  • 27. CONFIDENTIAL & PROPRIETARY 5 Case studies
  • 28. CONFIDENTIAL & PROPRIETARY Directgov
  • 29. CONFIDENTIAL & PROPRIETARY Banners
  • 30. CONFIDENTIAL & PROPRIETARY M&S 30 M&S m-site 1.2m visitors and 13,000 orders since launch 10million page views and 13,000 orders from the site One single order of £,3280 – 2 sofas!
  • 31. CONFIDENTIAL & PROPRIETARY Less of the bandwagon – Let’s make our bed! 31