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Mobile hamburg masterclass presentations camerjam

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5 presentations at the Mobile Hamburg Masterclass on 20 March 2012 from Sevenval, adspert, adsmobi, netbiscuits and servtag

5 presentations at the Mobile Hamburg Masterclass on 20 March 2012 from Sevenval, adspert, adsmobi, netbiscuits and servtag

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  • 1. www.adsmobi.com MOBILE ADVERTISINGMobile Advertising Trends Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved • contact@adsmobi.com
  • 2. Building a transactional mobile websiteMobile Retail & Brand Masterclass Hamburg, 20th March 2012
  • 3. 18% of visitors to online retail websites using mobile devices. Mobile is a Retail Gamechanger! It is revolutionizing retail for both consumers and marketers. Jason Spero Head of Mobile, Americas, Google Source: techcrunch.com, 12/2011© 2012 Sevenval GmbH A YOC GROUP COMPANY 3
  • 4. To ensure great customer experience, usability and increased sales, consider three things: 1) Think Multi-Channel 2) Create New Use-Cases 3) Trust: Payment & Security© 2012 Sevenval GmbH A YOC GROUP COMPANY 4
  • 5. 1) Think Multi-Channel Multi Channel© 2010 Sevenval GmbH 5
  • 6. 1) Think Multi-Channel The Web will have more touch points in a larger digital ecosystem.© 2010 Sevenval GmbH 6
  • 7. 2) Use-Cases Identify use-cases and situations, where mobilecan support your customer or enables him to buy: whenever and where ever he wants to.© 2010 Sevenval GmbH 7
  • 8. 2) Use-Cases 1) Assistance at the POS 2) Check availbility at a store 3) Shop mobile On the go (Smartphone) Relaxed (Tablet)© 2010 Sevenval GmbH 4) Convert Lost-Sales (Shop closed, out of stock etc.) 8
  • 9. 3) Trust: Payment & Security more than a 1/3 (35 percent) are concerned about security while shopping on a mobile device.© 2012 Sevenval GmbH A YOC GROUP COMPANY 9
  • 10. 3) Trust: Payment & Security  Make sure customer data in under your control, to ensure highest security standards  Use well-known payment options, like e.g. Paypal  Do not link to not mobile- optimized websites© 2012 Sevenval GmbH A YOC GROUP COMPANY 10
  • 11. Retail Best practice: Use-cases Set the Benchmark!© 2012 Sevenval GmbH A YOC GROUP COMPANY 11
  • 12. Retail Best practices: Mobile Shops© 2012 Sevenval GmbH A YOC GROUP COMPANY 12
  • 13. Take-away!© 2012 Sevenval GmbH A YOC GROUP COMPANY 13
  • 14. Worldwide Customer Portfolio Key Player (excerpt)© 2012 Sevenval GmbH A YOC GROUP COMPANY 14
  • 15. Thank you for your attention! Sascha Langfus, Vice President Sales - Sevenval GmbH© 2012 Sevenval GmbH A YOC GROUP COMPANY 15
  • 16. www.adsmobi.com MOBILE ADVERTISINGMobile Advertising Trends Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved • contact@adsmobi.com
  • 17. Making your online advertising strategy work on mobile - Some tips and ideas Mobile Retail & Brand Masterclass Hamburg, 20.03.2012
  • 18. About me• Marcel Pirlich• Founder & CEO Adspert• Member of Fachgruppe Mobile/ BVDW since 2006; member of MMA• More than 12 years in mobile and online• Find me on or email: marcel.pirlich@adspert.de
  • 19. Things to consider on Mobile• Tracking (e.g. Google Analytics) – Android Store (“App downloaded and installed?”) – Mobile Site (“Userflow, clicks?”)• Marketing – SEO – SEA (e.g. Google) • Click-to-Call • Mobile Landingpages – Mobile Affiliate (e.g. Sponsormob/ Trademob)
  • 20. Things to consider on Mobile• Tracking (e.g. Google Analytics) – Android Store (“App downloaded and installed?”) – Mobile Site (“Userflow, clicks?”)• Marketing – SEO Example for optimizing SEA – SEA (e.g. Google) • Click-to-Call • Mobile Landingpages – Mobile Affiliate (e.g. Sponsormob/ Trademob)
  • 21. Search Engine Advertising 86.3% (34.72 millions) of internet users use search engines 59.3% of internet users shop online. Search Display Ads within Content-relevantGoogle Search Ads within Google Adsense network Goals and KPIs Instruments Budget, Strategies Quality Score, Bids Your Business
  • 22. Google Adwords – What you can do
  • 23. Challenges of AdWords OptimizationStrategy Statistics• Ad design • CPC-bids• Banner design • Seasonality• Landing Pages • Prognosis• Keyword selection • Scenarios Creativity Artificial Intelligence Success with AdWords
  • 24. How do you search?search- and buying-behavior is changing duringthe day (seasonality), depending on• time• day of the week• day of the month• (day/ week/ month of the year) Is conversion-rate influenced by ‘seasonality’?
  • 25. Search requests desktop & mobile Daily WeeklySource: Citi Investment Research and Analysis; iCrossing Mobille, U.S. Google Interne Daten, 2010
  • 26. How does that translate into Google Adwords?EXAMPLE OF SEASONALITY WITH APARTICULAR PLACEMENT
  • 27. Example: seasonality Monday
  • 28. Example: seasonality Tuesday
  • 29. Example: seasonality Wednesday
  • 30. Example: seasonality Thursday
  • 31. Example: seasonality Friday
  • 32. Example: seasonality Saturday
  • 33. Example: seasonality Sunday
  • 34. Example: seasonality ‘day of the week’
  • 35. Example: seasonality ‘day of the month’
  • 36. Example calculation:At what time does the keyword/ placement have what conversion rate Relative conversion-rate 9:00: 88% Relative conversion-rate 22:00: 119% Basis: 100% (5:00)
  • 37. Example calculation 1:Same CPC for the whole dayKosten/ Conversion ändern sich durch Saisonalität
  • 38. Example calculation 1:Same CPC for the whole dayLoss at time X
  • 39. Example calculation 2: Adapted CPC for each hourAnpassung des CPC gemäss Saisonalität
  • 40. Example calculation 2: Adapted CPC for each hourProfitable at every time
  • 41. How can you manage seasonality? Google API vs. Google frontend Manual management options not sufficient
  • 42. ConclusionBy using seasonal effects, profitability of Google Adwords campaigns increases substantially. Losses are avoided.If you don’t adapt your CPCs several times per day, you waste money!
  • 43. Adspert is your autopilot for online marketing Continuous Optimization of Bids - Long-Tail and Seasonality Adspert works on a realtime-basis and adjusts CPC-bids at least 5x per day - 24/7 Adding new Keywords and Placements Adspert identifies profitable elements and adds these to the account, costs for unprofitable elements will be cut Open for International Markets Adspert is active around the clock, reliable in all languages and markets No Installation necessary Adspert does not need any installation or special tracking-solutions and is ready to run within minutes
  • 44. Try it yourself!Testdrive Adspert: 30 days, all features, free. Registration at adspert.de/invite
  • 45. www.adsmobi.com MOBILE ADVERTISINGMobile Advertising Trends Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved • contact@adsmobi.com
  • 46. ABOUT ADSMOBIadsmobi delivers quality advertising traffic for advertisers SMAATO AD PUBLISHER / MOBILE YOU ADSMOBI MOBILE MEDIA BUYING PLATFORM OPTIMIZATION DEVELOPER USER PLATFORM DISPLAY PUSH-APP PRIME RICH MEDIA • 50,000+ Publishers ADVERTISING PROGRAM LOCATION & VIDEO ADS • 40+ BN Ad Requests •230+ Countries Advertisers, looking for In-App & Mobile Web. Device, Country & ad space traffic + Requests ad banner more meta data. YOUR SAVINGS 1 CONTACT = 50,000+ PUBLISHERS & DEVELOPERS TRANSPARENT – TARGETED - AFFORDABLE www.adsmobi.com ▪ contact@adsmobi.com Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
  • 47. Mobile Trends www.adsmobi.com ▪ contact@adsmobi.com Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
  • 48. MOBILE ADVERTISING POWERHOUSE EUROPEBig 5 Mobile Advertising Markets in Europe will be worth over $1 billion in 2014 In US-$ Big 5 mobile advertising forecasts 2011 - 2016 $ $ 1,800,000,000 $ 1,600,000,000 1,400,000,000 1,200,000,000 UK 1,000,000,000 Germany 800,000,000 Italy 600,000,000 France 400,000,000 Spain 200,000,000 - 2011 2012 2013 2014 2015 2016www.adsmobi.com/whitepaperSource: mobileSQUARED, September 2011 www.adsmobi.com ▪ contact@adsmobi.com Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
  • 49. USA: THE UNITED SMARTPHONES OF AMERICA159 Million US Mobile Internet Users in 2012 US Mobile Internet Users 2010 - 2012 175,000,000 150,000,000 125,000,000 iPhone 100,000,000 Android 75,000,000 Feature Phones Legacy 50,000,000 Other 25,000,000 - 2010 2011 2012www.adsmobi.com/whitepaperSource: mobileSQUARED, November 2011 www.adsmobi.com ▪ contact@adsmobi.com Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
  • 50. MOBILE COUPON ADVERTISING4 Reasons for Mobile Coupons• Effective promotion - Effective tool, targeted around your retail location• Fresh incentives - Stimulate passive markets with fresh incentives• Brand awareness - Raise brand awareness in relevant target areas• Reward function - Great way to reward existing customers www.adsmobi.com ▪ contact@adsmobi.com Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
  • 51. ADSMOBI PRIME LOCATIONNew Location Based Mobile Advertising Service launched in UKadsmobi’s Prime Location Coupon Service!Create coupons to the exact need of your brandBanner example Coupon example Coupon radius example www.adsmobi.com ▪ contact@adsmobi.com Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
  • 52. ADSMOBI PRIME LOCATION4 steps to your PRIME LOCATION targeted coupon campaign1. Select coupon-type and category 2. Set up your deal3. Customize your banner 4. Select your location www.adsmobi.com ▪ contact@adsmobi.com Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
  • 53. adsmobi Inc.Alexander Voss Gerhofstrasse 2 20354 Hamburg, GermanySenior Marketing Manageralexander@adsmobi.com +178 343 11 37About adsmobi Inc.adsmobi is a mobile media buying platform that focuses on placing successful mobile campaigns for mobileadvertisers. adsmobi delivers premium advertising traffic for advertisers through partnerships with leading mobilemediation and optimization platforms.adsmobi matches agencies and brands with the best mobile publisher inventory to achieve their mobile ROI goals.adsmobi focuses on the advertiser “buy side” of the mobile advertising ecosystem. The adsmobi ad server will help T: +49 40 6094 0838 Facebook.com/adsmobieffectively manage media spending with the flexibility to target a desired audience at the right time, in the right Twitter: @adsmobiplace, on the right device. E: hamburg@adsmobi.comNew York ▪ London ▪ Hamburg ▪ Singapore www.adsmobi.com ▪ contact@adsmobi.com Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
  • 54. Mastering Customer Journeys inthe Multi-device Connected WorldSevim ÖzdelSenior Sales Manager © Netbiscuits GmbH 2012
  • 55. TIME Prediction: ‘The Futurist’, 1966 “Remote shopping, while possible, would never become popular – because women like to get out of the house, like to handle the merchandise, like to be able to change their minds.” Harold Camping, TIME Magazine March 20, 2012 © Netbiscuits GmbH 2012 55
  • 56. 2011 – ‘Smart Shoppers’ Traditional retail is disrupted as smartphones enter brick- and mortar stores More than half of the U.S. smartphone population used their phone to perform retail research while inside a store in 2011 At the end of 2011, nearly 1 in 5 smartphone users scanned product barcodes and nearly 1 in 8 compared prices on their phone while in a store = = Source: comScore – 2012 Mobile Future in Focus March 20, 2012 © Netbiscuits GmbH 2012 56
  • 57. People are increasingly using Tablets for “Pre-Sale” Activities Source:Monetate, October 2011 March 20, 2012 © Netbiscuits GmbH 2012 57
  • 58. The Connected Consumer Source: http://www.onlinemarketing-trends.com/2012/01/state-of-online-shopping-mobile-apps-vs.html March 20, 2012 © Netbiscuits GmbH 2011 58
  • 59. People don’t think in isolated experiences.They derive value and meaning from the total experience. March 20, 2012 © Netbiscuits GmbH 2012 59
  • 60. Mobile-enabled e-commerce “If no one else will say it, I will. Contrary to popular opinion, and what we may want to believe as mobile and retail enthusiasts, consumers have not been buying billions of dollars of products via mobile commerce. The majority of purchases, easily 90% or more, have actually been mobile-enabled e-commerce. Not mobile commerce. There is a difference. While subtle, it’s extremely important for retailers toJohn CaronSVP Marketing recognize the difference because it’s goingModiv Media16 January 2012 to change quickly.” Source: Forbes Magazine http://ow.ly/8vSII March 20, 2012 © Netbiscuits GmbH 2012 60
  • 61. What makes the difference? Providing in the right moment, to your customer, through the right channel, the right information makes the difference! March 20, 2012 © Netbiscuits GmbH 2012 61
  • 62. Netbiscuits in a NutshellMarch 20, 2012 © Netbiscuits GmbH 2012 62
  • 63. What is Netbiscuits? Netbiscuits is the world’s leading cloud platform for the development and delivery of next generation web apps across all mobile and connected devices March 20, 2012 © Netbiscuits GmbH 2012 63
  • 64. Cross-Mobile Strategy Netbiscuits support its clients and partners with the execution of a unified cross-device mobile strategy by removing the complexity of programming for diverse devices, including multi-touch enabled devices March 20, 2012 © Netbiscuits GmbH 2012 64
  • 65. Thank you Sevim Özdel Senior Sales Manager EMEA s.oezdel@netbiscuits.com +49 (0)151 61339503 www.netbiscuits.comMarch 20, 2012 © Netbiscuits GmbH 2012 65
  • 66. adsmobi Inc.Alexander Voss Gerhofstrasse 2 20354 Hamburg, GermanySenior Marketing Manageralexander@adsmobi.com +178 343 11 37About adsmobi Inc.adsmobi is a mobile media buying platform that focuses on placing successful mobile campaigns for mobileadvertisers. adsmobi delivers premium advertising traffic for advertisers through partnerships with leading mobilemediation and optimization platforms.adsmobi matches agencies and brands with the best mobile publisher inventory to achieve their mobile ROI goals.adsmobi focuses on the advertiser “buy side” of the mobile advertising ecosystem. The adsmobi ad server will help T: +49 40 6094 0838 Facebook.com/adsmobieffectively manage media spending with the flexibility to target a desired audience at the right time, in the right Twitter: @adsmobiplace, on the right device. E: hamburg@adsmobi.comNew York ▪ London ▪ Hamburg ▪ Singapore www.adsmobi.com ▪ contact@adsmobi.com Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
  • 67. „Why location is so important for mobile advertising“ servtag local Ads™
  • 68. “If a company doesn’t have a mobile strategy, then it doesn’t have a strategy” Eric Schmidt, Google 10,4 Mio. Smartphones sold in Germany 2011! 23 Mio. 95% of users Smartphone Users search for local information via mobile devicesInternet World Business 09.06.2011 68Mobile Branding Barometer, G+J EMS Mobile und Plan.net
  • 69. Anywhere the eye can see, it’s likely to see an ad!• We are more receptive to ads that are relevant to us personally• Our smartphone’s screen is very personal – but also very small• Space for ads is limited – irrelevant offers and stupid banners annoy us How to create relevant ads? 69
  • 70. Relevance = matching interest and location 0,5km – 5km awareness and customer acceptance increase with proximity to your branch 5km – 15km 80% of your customers live within 15 km to your branch 15km – 30km mobile branding: mobile is highly engaging!
  • 71. Producing meaningful responses to local retailers 1,2 % 1,0 % CTR 0,8 % 0,6 % Example: servtag LBA Distance to POS in km 71
  • 72. Matching targeting and coverage 72 Example: regional concentration of mobile ad requests
  • 73. Tracking and optimization Advertiser Point of Sale Servtag LocalAds™ Banner Click out Offline EAN/QR Code Click Click to Call CPAs etc.
  • 74. Increase your ads‘ relevance... 1. Our phones are 2. E-Commerce = M-Commerce • always on • always with us If we are seeking local offers or product information, • always connected we are on the verge of determining our purchase …and you can trigger an immediate action! 74
  • 75. Contact servtag GmbH Rosenthaler Strasse 2 10119 Berlin Tel. +49 (0) 30 609 854 74420.03.2012 75
  • 76. adsmobi Inc.Alexander Voss Gerhofstrasse 2 20354 Hamburg, GermanySenior Marketing Manageralexander@adsmobi.com +178 343 11 37About adsmobi Inc.adsmobi is a mobile media buying platform that focuses on placing successful mobile campaigns for mobileadvertisers. adsmobi delivers premium advertising traffic for advertisers through partnerships with leading mobilemediation and optimization platforms.adsmobi matches agencies and brands with the best mobile publisher inventory to achieve their mobile ROI goals.adsmobi focuses on the advertiser “buy side” of the mobile advertising ecosystem. The adsmobi ad server will help T: +49 40 6094 0838 Facebook.com/adsmobieffectively manage media spending with the flexibility to target a desired audience at the right time, in the right Twitter: @adsmobiplace, on the right device. E: hamburg@adsmobi.comNew York ▪ London ▪ Hamburg ▪ Singapore www.adsmobi.com ▪ contact@adsmobi.com Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved