Mobile Content World Pdf

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Mobile Content World Pdf

  1. 1. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k Unleashing the power of mobile advertising Amanda Brook, General Manager, Mobiles and Strategic Marketing Sensis Pty Ltd
  2. 2. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k Australia’ leading information resource s Making complex lives simpler by helping you find, buy and sell
  3. 3. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k Sensis: committed to mobile innovation and growth © Copyright Sensis Pty Ltd March 2008
  4. 4. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k Online media has promised a lot… has it delivered? Which, if any, of the following barriers did your company have to address to use or to consider using digital-advertising vehicles? Insufficient metrics to measure impact 52% Insufficient capabilities to handle internally 41% Hard time convincing management 33% Limited reach of digital tools 24% Insufficient capabilities at agency 18% Not enough high quality inventory available for purchase 12% Brand risk 11% Too labour intensive 9% 0% 10% 20% 30% 40% 50% 60% Personalised, interactive, accountable Source: How companies are marketing online: A McKinsey Global Survey, McKinsey Quarterly, September 2007 © Copyright Sensis Pty Ltd March 2008
  5. 5. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k Mobiles: A vital role in advertising’ future s The wait is over No medium like mobile The ‘ great enabler’ © Copyright Sensis Pty Ltd March 2008
  6. 6. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k The wait is over aggregated unique visitors Sensis mobile services Sep Oct Nov Dec Jan Feb Mar Usage and advertiser interest are accelerating © Copyright Sensis Pty Ltd March 2008 Source: Omniture, Sep 07 –Mar 08. Aggregated unique visitors to Sensis mobile sites –Sensis Mobile, Yellow™ Mobile, Whereis® Mobile, Trading Post® Mobile.
  7. 7. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k Always with you The first mainstream ‘ always with you’medium © Copyright Sensis Pty Ltd March 2008
  8. 8. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k Personalisation State* Gender* Age* Income* LONDON! 10% OFF 35, high disposable income, IBIZA! * Usage – CLUB PASS 25, live at home Consumer 3G browsing audience based on HINTERLAND! billing & post code FREE SPA VISIT 25-54, suburban families BigPond mobile portal home page, 7 March 2008 PRAGUE! Accipiter Ad B&B UPGRADE 45, high income, inner urban Manager © Copyright Sensis Pty Ltd March 2008
  9. 9. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k Location-enabled Engagement can happen on the move © Copyright Sensis Pty Ltd March 2008
  10. 10. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k One-click Makes taking the next step simple © Copyright Sensis Pty Ltd March 2008
  11. 11. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k Near field communications M-commerce or in store © Copyright Sensis Pty Ltd March 2008
  12. 12. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k New enhancements and services Send to mobile: • Contact details • Maps • Business information © Copyright Sensis Pty Ltd March 2008
  13. 13. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k A mobile click through is very high value Wallpaper Percentage converted to*: Product Goal or CR* service Send Click Wall Video info 2 call paper High Awareness value 49% 26% 62% 12% and trial consumer Video Launch Leisure 33% 37% 38% 25% Branding and Utility 38% 47% 53% education Forms Click to call *Sensis campaign tracking data © Copyright Sensis Pty Ltd March 2008
  14. 14. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k Building bridges: •From physical to digital •From advertising to point of sale © Copyright Sensis Pty Ltd March 2008
  15. 15. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k Multi-channelling is the future for advertisers… … But what about users? The Yellow™ network: national print* and total network reach 10 Average monthly unique users (Millions: aged 14+) 9 8 7 6 5 4 3 2 1 0 Yellow™ print* monthly references Yellow™ print*, voice, online network monthly references (n/i mobile, sat nav) Source: Roy Morgan Single Source Australia: Jan to Dec 07, base Australians 14+. * Advertising in all metro, regional and local directories. © Copyright Sensis Pty Ltd March 2008
  16. 16. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k A bridge between the physical and digital worlds One click from and back again! physical to digital… © Copyright Sensis Pty Ltd March 2008
  17. 17. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k Scenario slide © Copyright Sensis Pty Ltd March 2008
  18. 18. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k DJ
  19. 19. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k © Copyright Sensis Pty Ltd March 2008
  20. 20. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k © Copyright Sensis Pty Ltd March 2008
  21. 21. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k © Copyright Sensis Pty Ltd March 2008
  22. 22. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k Mobiles: A vital role in advertising’ future s The wait is over No medium like mobile The ‘ great enabler’ © Copyright Sensis Pty Ltd March 2008
  23. 23. H H F-XC A N GE F-XC A N GE PD PD ! ! W W O O N N y y bu bu to to k k lic lic C C w w m m w w w w o o .d o .c .d o .c c u-tr a c k c u-tr a c k Questions?
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