Mobile marketing webinar beyond the banner on mobile

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MMA Vietnam 3nd Webinar – BEYOND THE BANNER ON MOBILE. Mobile Marketing.

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Mobile marketing webinar beyond the banner on mobile

  1. 1. 28 Mar, 2014 BEYOND THE BANNER ON MOBILE 1 Webinar Series Sponsored by: Supported by: Sưu tầm Nguyenvanhoang.com Email: hoang@mcorp.vn
  2. 2. As the premier global trade association dedicated to accelerating the transformation and innovation of marketing through mobile, the MMA represents the entire marketing ecosystem and brings together over 700 organizations globally, allowing us to facilitate connections, deliver insight and drive impactful action for our members and the industry at large For more information about membership email: membership@mmaglobal.com or visit http://www.mmaglobal.com/member-center/benefits INSIGHTS: Access a world of insights through our white papers, articles and case studies. Support your mobile agenda and ensure mobile readiness CONNECTIONS: Interact with passionate leaders and stay on the cutting edge. Boost your business and career by connecting with the people that matter IMPACT: Influence industry frameworks, standards, guidelines and best practices. Join the industry initiatives that shape the future of mobile About the MMA 2 As the premier global trade association dedicated to accelerating the transformation and innovation of marketing through mobile, the MMA represents the entire marketing ecosystem and brings together over 700 organizations globally, allowing us to facilitate connections, deliver insight and drive impactful action for our members and the industry at large For more information about membership email: membership@mmaglobal.com or visit http://www.mmaglobal.com/member-center/benefits INSIGHTS: Access a world of insights through our white papers, articles and case studies. Support your mobile agenda and ensure mobile readiness CONNECTIONS: Interact with passionate leaders and stay on the cutting edge. Boost your business and career by connecting with the people that matter IMPACT: Influence industry frameworks, standards, guidelines and best practices. Join the industry initiatives that shape the future of mobile
  3. 3. Moderator Presenter Duy Nguyen Business Director Vserv 3 Moderator Phan Bich Tam Country Manager Mobile Marketing Association
  4. 4. The Launch of MMA Vietnam Co-Chairs of MMA Vietnam Jacob Kvist, CEO GroupM Vietnam Thanh Tran, CEO Goldsun Focus Media Co-Chairs of MMA Vietnam Jacob Kvist, CEO GroupM Vietnam Thanh Tran, CEO Goldsun Focus Media 4
  5. 5. Todays Agenda 1. The Audience Insights of The Mobile Internet Consumer – Vietnam 2013 produced by MMA & Vserv.mobi 2. Case Studies from Vserv 3. Mobile Marketing Awards The Smarties TM Vietnam 2014 4. Key learning for marketers through analysis of case studies 5 1. The Audience Insights of The Mobile Internet Consumer – Vietnam 2013 produced by MMA & Vserv.mobi 2. Case Studies from Vserv 3. Mobile Marketing Awards The Smarties TM Vietnam 2014 4. Key learning for marketers through analysis of case studies
  6. 6. Put Your Questions Share your thoughts 6 Share your thoughts
  7. 7. The Mobile Internet Consumers 7
  8. 8. The Mobile Internet Consumers 8
  9. 9. The Mobile Internet Consumers 9
  10. 10. The Mobile Internet Consumers 10
  11. 11. The Mobile Internet Consumers 11
  12. 12. The Mobile Internet Consumers 12
  13. 13. The Mobile Internet Consumers 13
  14. 14. The Mobile Internet Consumers 14
  15. 15. The Mobile Internet Consumers 15
  16. 16. The Mobile Internet Consumers 16
  17. 17. The Mobile Internet Consumers 17
  18. 18. ALL MONETIZATION revolves around the functional need of a medium TV PRINT RADIO INTERNET ALL MONETIZATION revolves around the functional need of a medium
  19. 19. MESSAGING PHONE (VOICE) EMAIL BROWSING MUSIC MOBILE more than ONE Functional need
  20. 20. Twin Screens QR Code Short Code Alternative Access
  21. 21. Mobile is becoming the most important medium Every other medium is feeding off it
  22. 22. If Mobile can serve all these needs, why can’t it serve more than just banner ads? If Mobile can serve all these needs, why can’t it serve more than just banner ads?
  23. 23. Think beyond the display on mobile, but what are the challenges? Think beyond the display on mobile, but what are the challenges?
  24. 24. The Regional Context – High Fragmentation Source: Nielsen Study - June 2012
  25. 25. Users love mobile ads that help them.. Source: Nielsen Study - June 2012
  26. 26. How can a Brand… …Address these audiences on mobile? …Remain relevant to them…Remain relevant to them …Maintain Singularity of Communication?
  27. 27. CASE STUDIES CASE STUDIES
  28. 28. How Voice helps to connect with Consumers HALLS IVR How Voice helps to connect with Consumers
  29. 29. • Brief: To Engage Youth and appeal to their idealistic and society consciousness and get them to be a part of “breathe the change” campaign • Solution: Click-to-call to record a message and every message will be counted towards a CSR Activity. Vserv.mobi ran an In-App Campaign on its App Network. We successfully reached Halls target audience. Every single call the users made to record the breath was counted towards planting a windmill in villages with poor electricity infrastructure. • Results: Delivered a total of 1.35 mn clicks with 10.1% of clicks leading to a 135,701 calls to the IVR HALLS IVR • Brief: To Engage Youth and appeal to their idealistic and society consciousness and get them to be a part of “breathe the change” campaign • Solution: Click-to-call to record a message and every message will be counted towards a CSR Activity. Vserv.mobi ran an In-App Campaign on its App Network. We successfully reached Halls target audience. Every single call the users made to record the breath was counted towards planting a windmill in villages with poor electricity infrastructure. • Results: Delivered a total of 1.35 mn clicks with 10.1% of clicks leading to a 135,701 calls to the IVR
  30. 30. TV Experience Delivered in a Personal Format Oral-B Indonesia TV Experience Delivered in a Personal Format
  31. 31. • Brief: Augment reach of the TV campaign with a “Click to Video” campaign on mobile. • Solution: Vserv.mobi was the only ad network that could run videos on feature & smart phones. Campaign delivery of both video views and engagement rates were tracked with Mediamind. • Campaign Type: CPC (cost per click) campaign • Results: It delivered a phenomenal engagement rate of 20% over a month. • Market: Indonesia Oral-B Indonesia • Brief: Augment reach of the TV campaign with a “Click to Video” campaign on mobile. • Solution: Vserv.mobi was the only ad network that could run videos on feature & smart phones. Campaign delivery of both video views and engagement rates were tracked with Mediamind. • Campaign Type: CPC (cost per click) campaign • Results: It delivered a phenomenal engagement rate of 20% over a month. • Market: Indonesia
  32. 32. Highly Engaging and Interactive User Experience on Mobile CloseUp Highly Engaging and Interactive User Experience on Mobile
  33. 33. • Brief: CloseUp organize an event in Valentine and they want to recruit user to participate the event. Our idea was to launch HTML 5 banner in an engaging manner that would involve user interaction • Solution: User interact on rich media HTML 5 banner which allow them to control an icon –is a heart, moving on the road, at the end of road, the new banner displayed to show them how to register into the event. • Results: Delivered a total of 157K clicks with 2.97% CTR in last 2 weeks. • CDN Link : http://cdn.vserv.mobi/page/437294 CloseUp • Brief: CloseUp organize an event in Valentine and they want to recruit user to participate the event. Our idea was to launch HTML 5 banner in an engaging manner that would involve user interaction • Solution: User interact on rich media HTML 5 banner which allow them to control an icon –is a heart, moving on the road, at the end of road, the new banner displayed to show them how to register into the event. • Results: Delivered a total of 157K clicks with 2.97% CTR in last 2 weeks. • CDN Link : http://cdn.vserv.mobi/page/437294
  34. 34. Highly Engaging and Interactive User Experience on Mobile Lux Highly Engaging and Interactive User Experience on Mobile
  35. 35. Lux • Brief: Users were eagerly waiting to see what new Lux . Prospects were looking forward to the launch. Our idea was to launch an interactive HTML5 in an engaging manner that would involve user interaction • Solution: User interact on banner, drag to fill up the button and animation shown on the banner. Click on Kham Pha Them button to link to landing page. • Results: Delivered a total of 300K clicks with 4.7% CTR in last 4 weeks. • CDN Link : http://cdn.vserv.mobi/page/942357 • Brief: Users were eagerly waiting to see what new Lux . Prospects were looking forward to the launch. Our idea was to launch an interactive HTML5 in an engaging manner that would involve user interaction • Solution: User interact on banner, drag to fill up the button and animation shown on the banner. Click on Kham Pha Them button to link to landing page. • Results: Delivered a total of 300K clicks with 4.7% CTR in last 4 weeks. • CDN Link : http://cdn.vserv.mobi/page/942357
  36. 36. • Brief: Dove wanted to acquire new users about Dove hair-care products range with trials • Solution: Vserv.mobi ran the promotional campaign across in-app inventory and used unique in-app billboard full screen ad media targeting relevant app categories • Results: Delivered a CTR of 11.36% on App. Dove got more than 10,000 registrations Dove Indonesia • Brief: Dove wanted to acquire new users about Dove hair-care products range with trials • Solution: Vserv.mobi ran the promotional campaign across in-app inventory and used unique in-app billboard full screen ad media targeting relevant app categories • Results: Delivered a CTR of 11.36% on App. Dove got more than 10,000 registrations
  37. 37. Sunsilk Black • Brief: Create awareness and engagement for launch of new Sunsilk Black shampoo • Solution: VSERV ran an expandable Rich-Media video campaign across In-App and WAP inventory targeting all smartphones to get maximum reach • Results: Total of 10,906,810 impressions were generated and 136,335 clicks were delivered with an exceptional CTR of 1.25%. • CDN Link : http://cdn.vserv.mobi/page/230114 • Brief: Create awareness and engagement for launch of new Sunsilk Black shampoo • Solution: VSERV ran an expandable Rich-Media video campaign across In-App and WAP inventory targeting all smartphones to get maximum reach • Results: Total of 10,906,810 impressions were generated and 136,335 clicks were delivered with an exceptional CTR of 1.25%. • CDN Link : http://cdn.vserv.mobi/page/230114
  38. 38. Highly Engaging and Interactive User Experience on Mobile Fastrack Highly Engaging and Interactive User Experience on Mobile
  39. 39. • Brief: Fastrack being a trendy fashion brand wants to showcase the new collection . We tried to keep up with the brands trend and utilized rich smartphone experience to connect with them. • Solution: Using the interactive features of smart devices, we showcased the eye gear collection on handsets. We tied together the interaction and slide show of the product range to appeal users. They could swipe through product and see all relevant details in one screen and could also go to the WAP site to get more details. • Results: Total 50,000 engagments in 2 weeks Fastrack • Brief: Fastrack being a trendy fashion brand wants to showcase the new collection . We tried to keep up with the brands trend and utilized rich smartphone experience to connect with them. • Solution: Using the interactive features of smart devices, we showcased the eye gear collection on handsets. We tied together the interaction and slide show of the product range to appeal users. They could swipe through product and see all relevant details in one screen and could also go to the WAP site to get more details. • Results: Total 50,000 engagments in 2 weeks
  40. 40. 3 Take Aways Maximize Mobile, go beyond the convention Impactful ideas, Impactful formats Integral part of Marketing Mix
  41. 41. 41
  42. 42. The Smarties TM Vietnam 2014 Put Your QuestionsThe Smarties TM Vietnam 2014 The Smarties TM Vietnam 2014
  43. 43. Showcasing and Celebrating Mobile Marketing Excellence in Vietnam. The Smarties™ Vietnam 2014 Awards program aims to recognize innovation, creativity and leadership in mobile marketing campaigns implemented in Vietnam. Now in its 10th year globally, the Smarties Vietnam is proud to announce a full line-up of 13 categories in mobile strategy and technology focused awards, all saluting outstanding achievement across the vast mobile marketing ecosystem The Smarties TM Vietnam 2014 Showcasing and Celebrating Mobile Marketing Excellence in Vietnam. The Smarties™ Vietnam 2014 Awards program aims to recognize innovation, creativity and leadership in mobile marketing campaigns implemented in Vietnam. Now in its 10th year globally, the Smarties Vietnam is proud to announce a full line-up of 13 categories in mobile strategy and technology focused awards, all saluting outstanding achievement across the vast mobile marketing ecosystem
  44. 44. Marketing Strategy Brand Awareness Lead Generation / Direct Response / Conversion Promotion Social Impact / Not For Profit Channel / Media Strategy Cross Media Integration Cross Mobile Integration Mobile App Mobile Website Mobile Search Use of Mobile Social Media The Smarties TM Vietnam 2014 Marketing Strategy Brand Awareness Lead Generation / Direct Response / Conversion Promotion Social Impact / Not For Profit Channel / Media Strategy Cross Media Integration Cross Mobile Integration Mobile App Mobile Website Mobile Search Use of Mobile Social Media
  45. 45. Enabling Technologies Innovation mCommerce Video / Rich Media Venue: White Palace, Ho Chi Minh City, Vietnam Date: October 30, 2014 in the prior evening of MMA Forum Vietnam. See more at MMA Vietnam website: www.mmaglobal.com/vietnam The Smarties TM Vietnam 2014 Enabling Technologies Innovation mCommerce Video / Rich Media Venue: White Palace, Ho Chi Minh City, Vietnam Date: October 30, 2014 in the prior evening of MMA Forum Vietnam. See more at MMA Vietnam website: www.mmaglobal.com/vietnam
  46. 46. Website MMA Vietnam • Website: www.mmaglobal.com/vietnam • Library of Global & Local Mobile Marketing 46
  47. 47. 30 April, 2014 Presented by GroupM Vietnam Upcoming MMA Webinar 47
  48. 48. SmartBrief click here Mobile Smart Fundamentals click here LinkedIn Group click here Twitter click here MMA Online: Committees at Work click here MMA Online: Webinar Archive click here MMA Online: White Papers click here Additional Resources 48 SmartBrief click here Mobile Smart Fundamentals click here LinkedIn Group click here Twitter click here MMA Online: Committees at Work click here MMA Online: Webinar Archive click here MMA Online: White Papers click here
  49. 49. MMA Vietnam Members Include 49
  50. 50. Thank You ADDITIONAL RESOURCES • Learn more about MMA Webinar http://www.mmaglobal.com/events/other/webinars Sign up for the MMA SmartBrief: www.smartbrief.com/m ma Search for partners or get listed at the Mobile Marketing Industry Directory: www.mobilemarketingindustrydirectory.co m 50
  51. 51. MMA Members Include 51
  52. 52. MMA Members Include 52
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