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Time To Get Mobile

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Putting your brand in the palm of consumers: ...

Putting your brand in the palm of consumers:
The ability to reach consumers anywhere at any time has shifted the way advertisers execute campaigns and the way audiences consume media. Beyond the ability to just make calls, personalized mobile computers are tackling commerce and communication in ever increasingly innovative ways. Even between leaving your home and arriving at the office, you can interactive with billboards via your mobile phone with QR codes. With the ability of serving ads across mobile devices now available for agencies, advertisers are finally able to breakthrough existing mobile barriers. Dean Donaldson will examine the need to integrate mobile alongside other digital channels.

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Time To Get Mobile Time To Get Mobile Presentation Transcript

  • it’s time to get mobile adding mobile advertising to the mix Dean Donaldson Digital Experience Strategist Night Talks – July 2009 © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • second life © 2008 Eyeblaster. All rights reserved
  • The future? © 2008 Eyeblaster. All rights reserved
  • The start of change… © 2008 Eyeblaster. All rights reserved
  • Media 60 years ago TV Radio Print © 2008 Eyeblaster. All rights reserved
  • Media 30 years ago Radio Print Broadcast and Cable TV © 2008 Eyeblaster. All rights reserved
  • Media Today (2009) Internet Standard Display Rich Media Classifieds Search Outdoor Newspapers Magazines Broadcast and Cable TV Cinema Radio Source: Zenith Optimedia (Via AdAge.com) © 2008 Eyeblaster. All rights reserved
  • Media Tomorrow (2012+) Ad-funded apps Rich Media InStream Video Advertising Social Networking Micro-sites Standard Display Ad-funded OS Classifieds Widgets Text Links Mash-Ups Search Newspapers Portable Media Ads Mobile Digital Outdoor User Generated PodCasting Outdoor In-Game Ads Blogging Electronic Ink (e-ink) Pre-Roll IPTV Interactive Video Magazines 5 second spot Cinema Digital Product Placement Radio Broadcast and Cable TV © 2008 Eyeblaster. All rights reserved
  • digital creep © 2008 Eyeblaster. All rights reserved
  • @Deutschland © 2008 Eyeblaster. All rights reserved
  • WAP SMS © 2008 Eyeblaster. All rights reserved
  • more people in japan now surf the web from a mobile phone than from a PC I-Igma © 2008 Eyeblaster. All rights reserved
  • 500 million smartphones a year are going to be sold over time Steve Balmer © 2008 Eyeblaster. All rights reserved
  • Media migration • Personal TV 2010 VOD across multiple devices Locations tailored to individual • Web TV Computer as interactive TV set User generated content • Digital TV TV set as display device High Definition architecture • Analogue TV Centralized, passive, limited choice Single location viewing 1980 © 2008 Eyeblaster. All rights reserved
  • Citizen Scheduler © 2008 Eyeblaster. All rights reserved
  • @Deutschland © 2008 Eyeblaster. All rights reserved
  • Mobile internet usage grows in 2008 +28% growth in 2008 12,000,000 11,000,000 10,000,000 9,000,000 8,000,000 7,000,000 6,000,000 Source: Comscore 3 month rolling average © 2008 Eyeblaster. All rights reserved
  • Personal Web © 2008 Eyeblaster. All rights reserved
  • @Deutschland © 2008 Eyeblaster. All rights reserved
  • Amazon compare amazon instantly © 2008 Eyeblaster. All rights reserved
  • choose to lose © 2008 Eyeblaster. All rights reserved
  • Mobile shows similar trend to online 180 £165.7m 160 £153.1m 20 Mobile 17.8 18.1 140 Online audience (millions) audience 17.2 16.8 and spend 15.8 2008 120 Online ad spend 14.6 15 14 13.4 £ millions 9.4m* £28.6m 100 11.8 10.4 10.3 9.8 80 10 8.3 7.4 7.1 60 6.3 £51m 40 5 20 £19.4m 0 0 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 1998 1999 2000 2001 *Source: Comscore 12 month average 2008 Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC © 2008 Eyeblaster. All rights reserved
  • penetration © 2008 Eyeblaster. All rights reserved
  • @Deutschland © 2008 Eyeblaster. All rights reserved
  • as TV | as PC © 2008 Eyeblaster. All rights reserved
  • 2mps – 100mps! © 2008 Eyeblaster. All rights reserved
  • connecting video © 2008 Eyeblaster. All rights reserved
  • @Deutschland © 2008 Eyeblaster. All rights reserved
  • payment system © 2008 Eyeblaster. All rights reserved
  • personally identifiable © 2008 Eyeblaster. All rights reserved
  • Your new fridge door © 2008 Eyeblaster. All rights reserved
  • comfortable consumer © 2008 Eyeblaster. All rights reserved
  • Integrated advertising • Proposed tabbed & [PRINT] expandable MPU • Interactive selection of recipe ideas  Link to more information • Increased real-estate for interactivity with out leaving host site • Auto addition to shop • Direct print of content • Send information direct to mobile • eCoupon via MMS • Sequential delivery © 2008 Eyeblaster. All rights reserved
  • In-Banner Conversions Conversion Rate (on-site vs in-Banner) 1.20% 1.06% 1.00% 0.80% Impact drives Conversions 0.60% 0.51% 0.40% 0.20% 0.20% 0.00% Standard Banner Rich Banner Data Capture * Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08 © 2008 Eyeblaster. All rights reserved
  • Integrated conversions • Banner to be used for affiliate marketing • Full integration to back- end system via XML feed • Select artist & album of your choice • Select track to listen • Note the track Code no. • Order tracks via SMS • Text track code no. to designated number utilizing mobile • Response by text with an activation code micro payments • • Enter code in banner Charged to mobile bill AC5689GH © 2008 Eyeblaster. All rights reserved
  • Cross-channel connection © 2008 Eyeblaster. All rights reserved
  • Cannes 2009 © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • 2010 QR Smartcodes “ Almost every Japanese phone ships with a built-in barcode reader that can decode both QR all handsets Codes & standard barcodes you find on retail items. ” quick response © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • Better Lived Together tracking offline to online mobile © 2008 Eyeblaster. All rights reserved
  • RFID – Radio Frequency Identification • Chips linked to Internet Active up to 500m radius • Wave-and-Pay + GPS Personal Identification Device (PID) ==targeted ads targeted ads © 2008 Eyeblaster. All rights reserved
  • Mini: what’s the big idea? • Mini sends owners trackable RFID key-fobs • Digital billboards based in key US cities • Targeted messages speak to owners… © 2008 Eyeblaster. All rights reserved
  • Air Tagging © 2008 Eyeblaster. All rights reserved
  • the future of paper © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • Tablet Computing © 2008 Eyeblaster. All rights reserved
  • Apple iPad..? 60/40 © 2008 Eyeblaster. All rights reserved
  • Multi-Screen Dream • 3” Mobile – “1ft user experience” • 17” Laptop – “3ft user experience” • 50” TV – “10ft user experience” • 10’ Billboard – “100ft user experience” interaction most likely to happen on the screen closest to you © 2008 Eyeblaster. All rights reserved
  • Cross-Channel Comparison What is the status for comparing the following cross-channel metrics? Online Search and Display Advertising 51% 38% 11% Computer-based and Mobile Advertising 22% 62% 16% TV and Computer- 22% 62% 17% based Advertising TV and Mobile Advertising 7% 68% 25% Outdoor and Mobile Advertising 8% 62% 30% Currently compare Would like to compare, but don’t do it yet Not interested in comparing Source: 2009 Survey TNS / Eyeblaster State of Digital Advertising © 2008 Eyeblaster. All rights reserved
  • Media Neutrality – the next phase • Phase 1 Connecting display with search on PC 51% currently measuring – 38% wanting to • Phase 2 3-screen (PC, TV, Mobile) approach is beginning to resonate 24% already analyze TV with PC or PC and mobile – huge 62% want to People at home watching TV with laptop on knee and mobile in hand • Phase 3 TV to mobile or Outdoor to mobile is huge area for growth 8% currently measuring – but huge 65% would love to be able to Deemed a little bit futuristic, but they are aware – 25% are still unsure… Source: 2009 Survey TNS / Eyeblaster State of Digital Advertising © 2008 Eyeblaster. All rights reserved
  • The Future? eyeblaster channel © 2008 Eyeblaster. All rights reserved connect
  • © 2008 Eyeblaster. All rights reserved
  • personally relevant ads inserted dynamically into any content on any device anywhere in the world © 2008 Eyeblaster. All rights reserved
  • from search to static banners to interactive full-screen video in a browser, in Game or on web TV outdoor, on a desktop or mobile © 2008 Eyeblaster. All rights reserved
  • collaboration © 2008 Eyeblaster. All rights reserved
  • Life's for Sharing © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • The online execution © 2008 Eyeblaster. All rights reserved
  • Mobile Ad Serving Landscape • Managing Mobile Campaigns – existing problem • Send media plan to each publisher • Send creatives to each publisher Agency • Send changes to each publisher • Get reports from each publisher • Consolidate reports • Consolidate online+mobile no comprehensive mobile ad serving tools for agencies © 2008 Eyeblaster. All rights reserved
  • Mobile Ad Serving Landscape • Managing Mobile Campaigns – Eyeblaster CC4M Agency CC4M the first comprehensive global mobile ad server for agencies capable of integrating online and mobile © 2008 Eyeblaster. All rights reserved
  • The mobile execution • Live preview of adverts • Static and animated .GIFs • Multiples sizes catered for • Optimizes to device • Send preview to clients • Monitor approval process suzie@agency.com simplifies steve@client.com agency process © 2008 Eyeblaster. All rights reserved
  • Holistic mobile management List of mobile web sites / carriers Mobile Format Mobile Results as Integrated Part of Drill down to see results Campaign Results per format delivered © 2008 Eyeblaster. All rights reserved
  • CC4M results • 0.24% CTR (0.07% CTR online) • 0.08% CTR on N95 • 0.42% CTR on iPhone ads delivered to 823 identified handsets © 2008 Eyeblaster. All rights reserved
  • Serving Mobile Banners • The mobile banner Image Text Landing Page • First step: BETA Dec 2008 Serves Standard Banners on Mobile web, including mobile portals • Next step: Serve Rich Media ads across devices Planned for Q4 2009 "Eyeblaster offers a clearly differentiating product that ports a capability that advertisers are already familiar with to the mobile Web. This should spur further improvements in the area of mobile Web ad serving." – Davis Brewer © 2008 Eyeblaster. All rights reserved
  • More Information creativezone.eyeblaster.com email: dean.donaldson@eyeblaster.com blog: www.deandonaldson.com @deandonaldson © 2008 Eyeblaster. All rights reserved