Advertising on the mobile
Mena Cristal – Faraya, 29 January 2009

Table of discontents
I will not talk of interactive

I won’t talk of user generated content, social networking

nor web X.0
I won’t talk about the recession

I’m not gonna talk about convergence

I’m not gonna talk about going green

I’m not going to share public research


Today’s advertising
This is what advertisers want…

Advertisers want attention
That’s why we pay media owners a lot of money


Why should I give my
attention for free?
Especially if advertisers are paying someone else for it…

Selling my attention
So here I am a normal guy walking down the street

I look to my left and a billboard owner makes money off me

.25
D0
US

Attention is a price that I pay
I have traditionally paid this

price to:
Read a free (or much cheaper)

newspaper
Watch free to air TV channels

Listen to free radio

Get better / cleaner roads?

Get information / entertainment

for free on the internet

The attention exchange
People are greedy

They want to sell everything they can:

Advertisers are willing to pay

As long as they get attention of the right target


Abusing media

The way it is now
There are two parties:

The Advertiser: That wants to deliver a message
2.
The Media Owner: That wants to get paid (sell your attention)
4.
Any place an “identified”
sponsor pays to deliver their
message through a medium is
advertising

What if you owned the media?

Media
How can advertisers use your personal belongings or your
media to reach you?
Some examples of Media include:
Your T-shirt

The wall in your room

Your forehead

The desktop background on your personal computer

Your mobile phone


You have no right to
get in my personal
belongings!
Getting into media is extremely
sensitive, as it involves blatant
intrusion into people’s lives

Mobile Media
The mobile is one of the

most personal assets we
own
We don’t want to even

share it with the people
we love

Why mobile advertising?
There are more mobile devices than both televisions and

personal computers
More people in the world have access to an Internet ready

mobile device than a PC with Internet access
The mobile is the most electronic device most people own

and can’t leave home without
The mobile is becoming more capable of internet browsing

and video streaming as connection speeds are increasing
There is a global decline in traditional TV and print-media


Global mobile ad market forecasts
EJL Wireless: Global mobile ad market will reach $9.5B by 2011.

The Shosteck Group: Global mobile ad market will reach $10B by 2010.

Informa: Global mobile ad market will reach $11B by 2011.

Strategy Analytics: Global mobile ad market will reach $14B by 2011.

ABI Research: Global mobile ad market will reach $19B by 2011.

Global revenue from mobile data services will surpass that of fixed

internet access services in 2009

Mobile advertising
An ideal model for advertising on mobile phones has not

been developed
To advertise on the mobile or on any other medium however;

we need to adhere to two criteria:
Getting permission

Giving something in return

v
Rc
pt
ce
Ac

Permission and giving
To get permission, we need to give advertizees something that

they want
These are the basic rules of life: Supply & Demand


BLYK
Blyk, a mobile operator in the UK, offers subscribers (between

the ages of 16 and 24) 217 free text messages and 43 minutes
of free airtime per month as long as they agree to receive six
ads every day
A year after its launch in Britain, Blyk has signed up 200,000

subscribers—twice what it had aimed for

Phonevalley
Phonevalley, a mobile-marketing agency owned by Publicis,

offered a service that set up a teleconference between friends
when their football team scored.
It was sponsored by Puma

Giving for permission
Here are things you can offer customers for free to get their

permission to view your ads:
Free content

Free bandwidth

Free alerts

Provide free SMS messages

Provide the mobilization of relevant information

Provide convenience through using phone features


Some media available on mobile
Idle screen advertising Click to call banners
 
Mobile applications (widgets) Conventional banners
 
Photo, video, or audio MMS Business cards
 
Pre, post, mid roll video-ads Download to mobile
 
QR codes Search engine optimization
 
Mobile ticketing/couponing Location based services
 

Image Source: Orange Advertising Network
Idle Screen advertising
Places ads on your mobile screen when it’s idle and not in use. Ads can
be complemented with weather updates, sports news, local events etc.

Mobile Applications (widgets)
Any application that you provide for a phone; you can advertise on it.
Examples include sports stat provider, unit converter, photo editor etc.

Multimedia Messages (MMS)
Text messages that can include any media (Audio, Video, Photo) up to a
certain size (dependent on operator)

Image Source: Orange Advertising Network
Video ads
Ads can be pre-embedded in videos or dynamically streamed at the
beginning, end, or at certain intervals of video content

QR codes
QR codes can be read by phones from print media, and either provide
you with some text info, or take you to a certain WAP page

Mobile Ticketing / Couponing
You can receive QR codes or Bar codes on your phone, and scan your
phone screen to get a discount, a gift, or to enter somewhere

Image Source: Orange Advertising Services
Click-to-call
By utilizing your phone’s calling capability; click-to-call ads allow you to
directly dial a number when you click on the ad

Image Source: dotMobi Advisory Group
Conventional banner ads
Banner ads on the mobile usually link you either to an interactive WAP
page or in many cases a static ad (similar to a print ad)

Business Cards
Just like you send phone numbers to friends as business cards;
companies can send you their contact details and location via business
cards

Download to mobile
Allows you to receive a piece of content you are interested in on your
mobile. Can be done in several ways; bluetooth, SMS, MMS, or side-loading

Search Engine Optimization
Similar to the online market, search is a very common feature on mobiles
and can be exploited through the exact same way

Image Source: Orange Advertising Network
Location Based Services
LBS allows you to receive ads or sponsored information relevant to your
location. It can use GPS or proximity technologies

Final tip
If consumers can get famous without paying for media, why cant brands