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Mobile Advertising Overview by Joyce Schwarz
 

Mobile Advertising Overview by Joyce Schwarz

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An overview of what's happening in mobile advertising prepared for client presentation by Joyce Schwaz, JCOM, www.joycecom.com For more info email: joyceschwarz@gmail.com

An overview of what's happening in mobile advertising prepared for client presentation by Joyce Schwaz, JCOM, www.joycecom.com For more info email: joyceschwarz@gmail.com

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    Mobile Advertising Overview by Joyce Schwarz Mobile Advertising Overview by Joyce Schwarz Presentation Transcript

    • Wireless Advertising Overview
      • Prepared for Leap Wireless
      • April 11, 2001
      • By Joyce A. Schwarz, CEO, JCOM
      • President, Mayday Interactive.com
      • 310-822-3119 , email: joycecom@aol.com
      • www.maydayinteractive.com
      • www.joycecom.com
      • MOBILE MARKETING REVOLUTION:
      • Mobile voice –478 million users worldwide
      • Wireless Advertising projected to grow from $4 billion to $l6 billion from 2003-2005 Ovum Consulting
      • Wireless media will link to $3.7 trillion in local purchases
      • $13 million spent in 2000 globally on “m” ads
    • Wireless Data Formats
      • Push data – info sent in short bursts of text –generally 160 characters or less (alerts) ie. Weather, news, stock quotes, sport scores etc
      • Pull data –user actively seeks and requests wireless data using device—similar to browsing on web
      • Visual –viewing on mobile device
      • Audio –translates visual into audio one
    • Mobile Marketing Models
      • Push Advertising – Alerts or SMS text –push ads to consumers, opt-in, based on consumers must agree to receive info or ads before sent and offered opportunity to stop or make preference changes at regular intervals (privacy concerns)
      • Pull Advertising –Places ads on browsed wireless content ie surfing wireless web –see ads while getting free content from CNN, ESPN etc.
    • North America Ad Revenue Forecast
      • 2000-$4 million
      • 2002-$363 Million
      • 2003- $l.212 Billion
      • 2005 -$4.558 billion
      • $13 million worldwide
      • $1,225 Billion worldwide
      • $4,085 Billion worldwide
      • $l6,40l Billion worldwide
      • Ovum Research
      • September 2000
    • Response & Measurement formats
      • CLICK THROUGH –similar to links on the Internet.
      • *no typing required
      • *drives traffic to site online
      • Click to advertiser’s website or special offer page
      • CALL THROUGH –
      • Link to ad sponsored phone number
      • Call center or order fulfillment center
      • Uses mobile phone browser
      • One click to respond
      • Measurement complex
    • Branding Response
      • Sponsor of content
      • 30 percent of all “m” ads are branding ads
      • Call to action also desired
      • Drive to brick and mortar or wired stores
      • Obtain customer data for later use
      • Offer promotions for offline redemption
      • Tie in with special events/sales etc
      • Logo desired
      • Ad slogan important ie
      • “ Pause that refreshes”…
    • Design of “M” ads
      • Interstitials– rich media ads—graphics and interactive text across full device
      • Displays are cached –avoiding latency
      • Include “skip” option
      • Pay only when full ad seen
      • Rich media ads –Interactive, graphics, pull down menus, clickthrough or call-through
      • Avatars/characters
      • “ ad-games”
      • Flash/shockwave type ads
    • Ad-Type Preferences
      • Interstitials – 36 percent chosen
      • Rich ads—59 percent
      • Text ads– 5 percent
      • Windwire Test
      • Omnisky – Primarily text
      • Skygo – text/simple graphics
    • Targeting methods
      • Location—zip code-geographic
      • Keyword search
      • Time of day/day of week targeting
      • Time sensitive ads
      • Browser targeting
      • Device type
      • Frequency – number of times ad is delivered
      • 40 percent use targeted ads
      • 60 percent do not
      • Skygo study
    • What advertisers want
      • Access results in real time
      • Online website to “bean count”
      • WSP Reports
      • Customized detail
      • Share reports –collaborative access –ie Intranet/Vortal
      • Real time adjustments—change ads/change prices
      • Change demos/geography
      • Change creative+
    • WindWire Trial
      • 2 million ad impressions
      • 6 agencies
      • 14 advertisers
      • 60 impressions, call to action ads
      • 15.5 percent viewing ads responded
      • 46 percent recalled name or industry of advertisers
      • 30-second TV ad =41 percent recall rate
      • 46-6l percent claim to have responded or engaged in some offline activity related to advertiser
    • WindWire cont’d
      • 14 percent would view ads unconditionally
      • 52 percent view oly pull ads if it kept their cntent free
      • 35 percent no pull ads under any circumstances
      • 91 percent of wireless web users say they would be very positively influenced by wireless advertising
    • Sky Go Trial
      • Colorado Springs
      • Fall, 2000
      • Using SMS and
      • WAP Alerts
      • Say users like “push” email enough to change carriers to receive info
      • Wind Wire disagrees and says “pull ads—banners requested or Pulled in” are more crucial to ”M” advertising
      • Half of participants asked to receive more than 3 alerts per day
    • Sky Go Trial cont’d
      • 1000 users given free WAP phones
      • Must agree to get 3 ads per day
      • Time sensitive sales alerts
      • Coupons to incentive ads
      • 65 percent of users have visited wireless site in lasts two weekss
      • September, 2000 to January 2001 more info still coming in.
      • Boulder Colorado
    • Razorfish Mobile SOlutions
      • Context drives success of mobile campaigns
      • Six instigators of buying behavior
      • 1) Forgetfulness (oops forgot milk)
      • 2) Outside inspiration
      • 3) Time
      • 4) Place
      • 5) Playful Buying
      • 6) Buying in Place (proximity based)
      • Challenges—text entry difficult, airtime costly, displays small/’low rez’
      • Joy Maguire, VP Razorfish
    • 2ROAM
      • Suggest partnering with online sites
      • Get away from banner thinking
      • 2/3 of 2ROAM wireless clients are brick and mortar
      • 5-7 percent click-through rates
      • Jeff Hansen, SVP, Marketing, 2ROAM at IRR Wireless Conference, Feb, 2001
    • “M” Ad campaign objectives
      • Traffic generation– get numbers
      • Branding—get awareness
      • Promotions—call to action immediately or time sensitive
      • M-commerce—sell or order
      • Alerts
      • SMS
    • “M” Advertisers (partial list)
      • SKY GO
      • Visa
      • Procter & Gamble
      • NextCard
      • Kinkos
      • HP Online
      • CompUSA
      • KFC
      • Subway
      • GO2
      • Coca Cola
      • Jiffy Lube
      • Ramada
      • GNC
      • House of Blues (HOB)
      • Cinnabon
      • Jamba Juice
    • Other M Commerce/ad relationships
      • ALTER EGO:
      • USA Today
      • E*Trade
      • Consumer Review.com
      • Ask Jeeves
      • NAA – Newspaper Assn of America Wireless Pilot:with Aether:
      • NY Times, Seattle Post Intelligencer, LA Daily News, Arizona Republic, Star Tribune—Minneapolis, Daily Oklahoman, Florida Times Union, St Petersburg Times, Virginian-Pilot
      • NAA Business Development Melinda Gipson
    • Wireless Portal Revenues
      • Global wireless portals will grow from $747 million to $42 billion in 2005
      • $17.billion of that will be advertising, placement fees, ecommerce and content subscriptions
      • Ovum Research Firm
      • Does not include voice portal figures
      • Tell Me
      • Quack
    • Other “M” advertisers
      • Midway Airlines
      • Virgin Airways
      • Chevrolet dealers
      • Value Music
      • EB World
      • Mpower
      • Jones Intl. University
      • Audi
      • Sephora
      • Bolt.com
      • Jolly Roger Restaurants
      • Peapod.com
      • Superbooks.com
      • Blockbuster Entertainment
      • McDonalds
      • Old Navy
      • Nike
      • GAP
      • Volvo
    • Special Promotions
      • Sephora.com – Valentines Day promo
      • Tom Blair, SF Interactive
      • Mobile Banner ads
      • Actionable
      • Return path transaction to their websites
      • 10.4 percent click-through rate
      • 20-50 times of average banner ads
      • Browse 10 pre-slected valentines gifts and make purchase Feb 10 to V Day
      • On Vday—switch to gift certificate
    • NHL Carolina Huricanes study
      • Goal—increase brand awareness
      • Promote individual and season ticket sales
      • Display Logo –eye of hurricane” Let’s Go Canes
      • “ Canes Opening Nite”
      • “ You’ll Know when you go”
      • Tie in with CBS TV affiliate WRAL
      • 10best.com –city guide
      • Weather Guys.com –weather site
      • 800 ad impressions call-through rate of 13.3 percent (107 reesponses)
      • SMALL CAMPAIGN
      • Ticketmaster campaign planned
    • Go America campaign
      • RIM device –RIM 957
      • Text, rich media and interstitial
      • “ Buy the Rim 957”
      • “ Your one-stop wireless shop
      • $50 off RIM through Oct 15
      • 16,065 ad impressions
      • 8 sites (WRAL news)
      • Game sites (I-Wgames)
      • 20 Best
      • 2,000 call throughs
      • 12 percent call-through rate
      • Josh Rochlin, Go America, Business Development Director
    • Revenue Models
      • Voice Portals– Tell Me – 10 cents to $1.00 call completed like 800 numbers
      • Cost per M (thousand) primary ad revenue model-- $20-$100 with
      • 100, 000 minimum audience
      • Ad networks--$50-80 per thousand ad impressions
      • Some pay per clickthrough
      • Interstitial ads—per complete view (back end heavy)
      • Rich media ads--vary
    • Sponsorship
      • Mobile part of larger campaigns
      • Mobile has call for action –offline tied in with events
      • Themed campaign –product launch/outside events
      • Game/experience oriented
      • Master Card –treasure hunt
      • Hawaii Isles of Smiles
      • Fantasy Sweepstakes
      • Survivor Game tie ins
      • TV/Radio tie ins….spring fling, Sports theme, Beach Bingo
    • Co-Op Advertising
      • Extends campaign funds
      • Extends branding message
      • Non-conflicting brands
      • Sweepstakes/Game –more prizes
      • Theme – ie Travel—American Airlines, Hertz, Hawaii, Ray Ban, Pepsi, Catalina Swimsuits, Old Navy (casual)
      • SLICE – co-op campaign potential non-conflicting brands—extend to “get your share”
      • Domino’s Pizza,Marie Calendar’s Pies
      • SLICE –Pepsi family,
      • Soap Opera –Slice of Life – win cameo role,Benihana Japanese food
      • Ginzu Knives,Financial institutions (get your share)
      • E*trade etc