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The Insider Track to Mobile Marketing
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The Insider Track to Mobile Marketing


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Keen to brush up on your mobile advertising lingo? This session will give you a back to basics overview of the mobile advertising ecosystem whilst leaving you excited and inspired about the …

Keen to brush up on your mobile advertising lingo? This session will give you a back to basics overview of the mobile advertising ecosystem whilst leaving you excited and inspired about the opportunities mobile marketing has to offer. Focussing on the ever evolving ways in which companies and consumers communicate and purchase goods, we will look at how exactly mobile advertising is evolving and how it can be used to really elevate your brand. Using recent research on mobile media consumption and tablet usage, we will explore how innovative HTML5 rich media ad formats respond to the increased demand for targeted, personalised brand experiences. Finally we will highlight mobile advertising and rich media best practices in relation to how consumers are currently using their phones.

You'll also learn how to:

Produce a personalised, targeted, customer-specific mobile campaign
Integrate mobile alongside your traditional marketing channels with a focus on "multi screening"

Tailor your mobile marketing strategy to reflect current consumer media consumption trends

Dispel the widely held myths about mobile adverts with a focus on rich media immersive experiences

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About the presenter:

Zee Ahmad, Head of Business Development, InMobi UK

Zee is InMobi’s Head of Business Development for the UK. He leads the UK’s supply side strategy, developing InMobi’s publisher portfolio, product mix and third party partnerships. Prior to joining InMobi Zee was the UK Sales Lead for Navteq Media Solutions, Nokia’s location based mobile ad network. He has over 10 years experience in digital and mobile advertising.

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  • 1. The Insider Track to Mobile Marketing Zee Ahmad Head of Business Development, UK James Rogers UK Agency Sales Manager
  • 2. EME North America 124m 124m APAC 246m JAPAN Latin America Africa 16m 22m 35m 578M mobile consumers 93.4B impressions per month 165 countriesOur NetworkReaches 40% of mobile internet users, 200 times a month, through 26,000+ sites and apps
  • 3. Simplifying Mobile Advertising Mobile Analytics & Publisher Mobile Reach Mobile Creative Monetization ResearchLargest Independent Leading HTML5 Universal Analytics & Publisher Monetization & Mobile Ad Network Ad Creation Platform Research Solutions Mediation Platform
  • 4. Mobile Myths
  • 5. Mobile isthe sameas online
  • 6. 32%Media Usage Spending 71% While watching TV time with family 28% In the bathroom In the UK, mobile we 39% Commuting 67% Lying in bed time is “me” time; it is usually a personal rather than a shared 28% media experience Social event 64% Waiting for something 36% Shopping | Base: All Respondents, n=999
  • 7. Brand Advertisers and Agencies can build immersive adsolutions utilising the innate features of the devices
  • 8. Mobile isNot a FocusChannel
  • 9. UK Media ConsumptionMobile share hasovertaken traditionaldesktop/laptop mediaconsumption. InMobi & On Device Research, Mobile Media Consumption Research, Wave 2: Q2 2012 N= 954
  • 10. This offers a greatopportunity to further engagewith users through contentand brand re-messaging Source: InMobi May 2012;
  • 11. Mobile Adsare NotEngaging
  • 12. Standard vs Mobile Banner Clickthrough Rate by Region 1.60% 14 Difference(1X) 1.40% 12 1.20% 10 1.00% 8 CTR 0.80% 6 0.60% 4 0.40% 0.20% 2 0.00% 0 Asia-Pacific Europe, Latin North Middle East America America and Africa Standard Banner Mobile Banner Difference (1X) Source: eMarketer H1 2012Mobile Banners Out-Preformed their Online Counterparts
  • 13. Advertising Mobile Display and Online DisplayEffectiveness Advertisings Effect on Brand Metrics 20 18 16 Average Delta Above Control 14 12Mobile out-preformed in the 10average change per metric 8 6than the control groups 4 2 0 Ad awareness Message Aided brand Purchase Brand association awareness intent favorability Mobile Online Source: Dynamic Logic, Q1 2012 USA
  • 14. Macy’s Winter Collection CampaignIncreases Purchase Intent 134% Objective ‣  Brand Awareness & Engagement ‣  Promote Macy’s Winter Collection and holiday promotions on iPad Solution ‣  Rich-media ad unit featuring: ‣  Branded Video ‣  Interactive Product Catalogue ‣  Store Locator, ‣  Social Media Features Results Best Mobile ‣  Increased purchase intent 134% discover tomorrow, today TM Campaign of 2011
  • 15. I can’t reachmy targetaudience
  • 16. Advanced TargetingConnects brands to their target audience by… CONTENT GEO TARGETING DEVICE/ CARRIER DEMOGRAPHICS BEHAVIORAL RETARGETING CONTEXT
  • 17. Mobile adsare Just forApplicationDevelopers
  • 18. UKH1 2012 Sector Mobile Market Shares 60% 50% 50% 40% 32% 30% 18% 20% 10% 0% Film and Other Games MusicSource: Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) Some Industries are Adapting Quicker than Others
  • 19. How well do you feel you understand mobile advertising In 2012 overall 24% on a scale from 1 to 10? 42% 48% 50% 50% Top 5 understanding stayed 1% 2% 5% 2% 3% 2% 3% 3% 3% box % the same, however, 14% 12% 5% 12% 9% 6% 10 Expert However, there is still 8% 21% 19% 9 room for improvement 25% 8 16% 26% 19% 7 15% 22% 17% 6What single thing would the mobile advertising industry need to do in 18% order for you to increase your spend on mobile? 16% 20% 5 18% 22% 14% 12% 4 12% 13% 3 14% 12% 11% 12% 7% 2 8% 8% 5% 4% 4% 2% 3% 0 2008 2009 2010 2011 2012 1 No results results results results results understanding Source: IAB Snapshot Research Base: 2008 (115) ; 2009 (106) ; 2010 (160); 2011 (406); 2012 (353)
  • 20. Contextual AdvertisingIndividual PersonalExperienceswith Mobile DeviceDevice learns userpatterns and is awareof its surroundings Bespoke, personalizedInformation about ads are targetedthe user pinged back at the userto the ad server… based off the assimilated context
  • 21. Rich Media Examples
  • 22. Simplifying Mobile Zee AhmadHead of Business Development, UK