Mobile Marketing in the Mix

“Mobile advertising has been over-hyped in the short-term but under-hyped in the medium to long term” Sir Martin Sorrell CEO WPP Group

“The next big wave in advertising is the mobile internet” Eric Schmidt CEO Google

The Importance of Being Mobile Source: Nokia Research Center

People Lust Love Their Mobiles 2x as many people would keep their mobile over their TV 78% of people have their mobiles on at all times 63% would refuse to lend their phone to a friend for the day 26 hours - average time to report a lost wallet 68 minutes - average time to report a lost mobile Source: BBDO, Wireless Works: Exploring New Brand Connections, 2008

One Screen to Rule Them All TV Personal Mobile Internet households computers subscribers users 1.5B 900M 3.3B 1.3B Source: International Telecommunication Union, 2008

Perfectly Practical Protocols For Portable Promotions Permission Privacy Preference

What Is This Mobile Strategy of Which You Speak? Deliver brand engagements Build customer acquisition Drive user activation

Case Study: Walkers Crisps

Ireland Mobile Penetration Source: The Commission for Communications Regulations, Quarterly Key Data Report, September 2008

Ireland Mobile Usage 40,000 35,000 30,000 MMS Volumes (000s) 25,000 20,000 15,000 10,000 5,000 0 Source: The Commission for Communications Regulations, Quarterly Key Data Report, September 2008

Ireland Mobile Internet Source: The Commission for Communications Regulations, Quarterly Key Data Report, September 2008

Western Europe Mobile Content Source: Online Publishers Association, Going Mobile: An International Study of Content Use and Advertising on the Mobile Web, March 2007

“You have no way to interrupt because they can choose what they can do” Andrew Robertson CEO BBDO

Media Fracture 1965 You could reach 80% of the population with 3 :60 second spots on TV 2008 You would need 120 prime time commercials to reach that many people Source: BBDO, Wireless Works: Exploring New Brand Connections, 2008 Images: http://flickr.com/photos/trekkyandy/178492203/, http://flickr.com/photos/sigalakos/2869118255/

Case Study: Barack Obama

Media, What’s It Good For? INTERACTIVE PC Mobile Outdoor ANONYMOUS PERSONAL TV Radio DM Print STATIC

The 7th Wave of Mass Media { Print Recordings Cinema Radio TV Internet Mobile

Mobile Convergence

Case Study: Nike

What’s the Deal With This Whole Mobile Thing Anyway? Mobile Pros Mobile Cons Personal User experience Always there Intrusive Always on Platform diversity Built in payment mechanism Network costs “Prosumption” Measurability shortcomings Personalized Social/Contagious

Want Some Ads With That Mobile? Highly interested Moderately interested Source: Mobile Marketing Association, Mobile Marketing Attitude and Usage Study, 2008

Case Study: Blyk

The Mobile Platform Ecosystem

The Mobile Metrics Ecosystem

Measure Once, Cut a Whole Bunch of Times Measurability Issues Measurability Solutions Client-side scripting Network cooperation Cookies Link redirection HTTP referral data HTTP header analysis Caching issues Unique image beacons Access point clarity Hand raising

“I know that half of my advertising dollars are wasted… I just don’t know which half” John Wanamaker The father of modern advertising

Thanks! Mark Congiusta Head of Interactive Irish International BBDO/Proximity mark.co@iibbdo.com Twitter/Skype: interactivemark

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Mobile Marketing in the Mix

by Mark Congiusta on Jul 01, 2009

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