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WiZE Mobile, Independent Mobile Broadcasting Station Double engagement,Boost ROI

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  1. 1. mobileTv : Doubles Engagement, Boosts ROI Increase Your Media Marketing ROI for Businesses and Executives
  2. 2. Highlights • MobileTv outperforms in the news, sports, music and finance sections • Rollover user-initiated mobileTv performs best, followed by auto- initiated video; click user-initiated performs worst. • Weekdays from 9am to 5pm is users’ preferred time to watch In- Banner and Floating mobileTv ads. • An increase of mobileTv length by five seconds reduces Video Fully Played rate by 2.8%, on average.
  3. 3. mobileTv Best Practices In-Stream General • Short online content videos should have short In-Stream ads, while full shows and movies can have longer In-Stream ads. • In-Stream ads have a very high Video Fully Played Rate, and therefore the main point of the ad can be presented at the end. • In-Stream is a sound-on environment. Ads can rely on sound as a part of the brand experience. • In-Stream ads especially increase upper funnel attributes such as unaided brand awareness and online ad awareness.
  4. 4. mobileTv Best Practices In-Banner and Floating General • Typically, In-Banner and Floating video ads’ experience is comprised of two stages: First, advertisers need to draw users’ attention to the video; then, users should be drawn to play, turn sound on, or engage with the silent video. • Combining interactive features and placing users in the middle of the experience may increase Dwell Rate and Dwell Time. • In-Banner and Floating ads positively impact especially lower funnel image and persuasion metrics such as brand favorability and intent to purchase. • Weekdays from 9am to 5pm, during office hours, is users’ preferred time to watch In-Banner and Floating video ads.
  5. 5. mobileTv Best Practices In-Banner and Floating Expandable • Add a “teaser” video on the pre-expanded ad or a clear call Banners to action. The “teaser” video can be lightweight and invite the user to engage. • Use Expandable Banners for video campaigns that require ample space for the brand, as they expand after a user interaction, such as a click or a rollover. • Expandable Banners are a good fit for campaigns with longer marketing messages, as they maintain attention for longer.
  6. 6. mobileTv Best Practices In-Banner and Floating Polite Banners • Can be used with user-initiated and auto-initiated video. • In the auto-initiated case, the video in Polite Banner is exposed to the user at first glance, but without sound. • If sound is turned off by default, use a clear “sound on” call to action and make sure that the point is clear without sound Floating Ads • Can be used with repurposed TV ads in implementations • Exceptional in gaining users’ attention. • Typically maintain attention for a short duration of time.
  7. 7.  Executive Summary  The evolution of mobileTv  Impression growth  Online video capabilities Table of contents  mobileTv and branding  Online video measurement  Comparing results  mobileTv best practices  mobileTv and formats  mobileTv and section/environement  mobileTv by hour of day  Initiation methods  Call to action  mobileTv length  Regional differences  Summary
  8. 8. Executive Summary Adding video to your online campaign can significantly improve your marketing results. Marketers are responding in kind with a larger slice of their advertising budgets. What makes online video advertising so successful? What can make your video campaign even better? Online video advertising can be delivered in many forms. Browsers, desktop applications, mobile phones, portable players, IPTV devices and even outdoor billboards deliver online video advertising. In this research we will focus on three formats – In-Banner, Floating and In-Stream video advertising.
  9. 9. Doubles Engagement, Boosts ROI Online video advertising spending is projected to quadruple in the next four years. In addition, at the same period, video impressions have climbed 60% faster than Rich Media Impressions. This overwhelming growth is facilitated by the strong branding powers of online video, the increase in time spent online and the displacement of TV viewing with video viewing across other devices. Online video advertising spending in the US is projected to grow from $1.1 billion in 2009 to $4.1 billion in 2013 – quadrupling in four years
  10. 10. Beyond TV’s Second Fiddle In 1895 the Lumière brothers played one of the first videos in history. The film, lasting only 50 seconds, showed a train arriving to the train station at La Ciotat, a serene town in southern France. When the film was first publically shown, the audience was so overwhelmed by the moving image of a life-size train advancing directly towards them that they rushed to the back of the room, trying to avoid being run over. Nearly 115 years later, audiences respond more mildly to moving pictures; nevertheless, video has remained one of the most engaging forms of media. Studies in the field of Psychology have shown that the combination of senses creates greater retention and brand recall. It has been estimated that people retain only 10% of what they read, 20% of what they hear, and 30% of what they see. When these senses are combined, however, retention takes a dramatic leap forward. Those same estimates say that when someone hears and sees, retention jumps to 50%. Delivering video online provides another benefit – interactivity and touch. Stimulating retention by combining interactivity has shown to increase retention to 70% and in some cases up to 90%
  11. 11. Enhanced capabilities The level of advertiser control over users’ attention is highly dependent on the environment. Cinema is an example of an environment with relatively high control over users’ attention. Users are in a dark room, with loud sound, and are unable to leave or speak to each other. TV and In-Stream are examples of intermediate control. In live TV and In-Stream, users cannot skip the commercial, but they can leave the room, read the newspaper, or engage in a conversation. With Newspapers, In-Banner and Floating ads, advertisers have a relatively low control over users’ attention. Users focus on the publisher’s content, and it is the advertiser’s job to allure their attention from the content to the ads. At present, online advertising still tends to use ads with linear stories such as repurposed TV ads; these do not take advantage of the full interactive capabilities of online video. It took TV advertising decades to evolve to the levels of sophistication that it currently has. The evolution of online video advertising is happening much faster with new and more effective features being developed every year.
  12. 12. mobileTv and Branding A Millward Brown and Dynamic Logic survey has found that only 21% of the people watching DVR playback and 30% of people watching TV airtime pay attention to commercials, compared to 46% of people watching In- Stream video ads online Using video, marketers can quickly convey sophisticated ideas, tell a coherent story and persuade customers to identify with their brand message. Video ads on TV were the enablers of the creation of big powerful brands that customers are willing to pay a premium for. Now, as video is moving online, online video advertising will help them to stay. Online also changes branding, as consumers no longer take advertisers messages at face value. The power of online video stems from its ability to provide more information to users in an interactive manner.
  13. 13. Adding a Flare to your Campaign One of the engines behind the growth of online video advertising is its success in retaining users’ attention for a longer period of time and in leaving a lasting impact. Advertisers should avoid looking at online advertising as a purely direct marketing tool, judging success with direct marketing measurement such as clicks. This approach misses much of what online video advertising is all about – conveying branding messages. Users need almost three more exposures of ads from campaigns without video to accumulate the same Dwell Time gained from campaigns based solely on video.
  14. 14. Aligning the format with the message Research by the Interactive Advertising Bureau (IAB) suggests that In- Stream Videos have higher effect on upper funnel attributes such as unaided brand awareness and online ad awareness. In-Banner and Floating ads are more successful in positively impacting lower funnel image and persuasion metrics such as brand favorability and intent to purchase Tell me how! Online video advertising delivers a wealth of creative possibilities to craft an ad, the most important of which is interactivity – placing the user in the center of the ad. Advertisers can choose not only multiple ad formats, but also the ad’s length, initiation method, turning the sound on or off, and whether to place a call to action. Many of the creative choices are also affected by users’ viewing habits such as the environment and the time of day in which the ad is watched.
  15. 15. Video and the section/ environment It is possible to transform a successful TV campaign directly to the Web. mobileTv is a floating ad that plays video spots besides the publishers’ content. Typically, the video is auto-initiated and is played with the sound turned slightly on, to attract users’ attention. Once the video has finished playing, the floating ad collapses, leaving a reminder. mobileTv helps advertisers to stretch their investment in the production of TV ads to the web easily and with great results. mobileTv ads tend to be long for advertising – 30 seconds; still their fully played rate is similar to the average. Therefore, this format provides a great platform for longer and more complex marketing messages.
  16. 16. Primetime at the office For In-Banner and Floating video ads, users’ viewing habits are very different from those of TV advertising. A large portion of TV ads are watched in the evening, during TV primetime while cuddling on the living room couch. Online video ads are mostly watched at the office during working hours and in the evening, at home. The fact that a large portion of video ads are watched at the office also puts some constraints on the manner in which they are delivered. Depending on the country, culture and online environment, advertisers may want to refrain from delivering auto-initiated and rollover user- initiated ads with sound turned on by default, to avoid rubbing office etiquette the wrong way. When crafting their messages, advertisers and agencies should remember that their audience might be hard pressed at the office as opposed to relaxed at home.
  17. 17. You didn’t call, they didn’t play If there is one golden rule of success in user- initiated video, and in online advertising at large, it is to use a crystal clear call to action. In user-initiated video, a call to action should entice users to play the video, or expand the adds. While it may sound obvious to many, some advertisers choose to keep the space for their marketing message, rather than to use a call to action. This line of thinking may not be prudent.
  18. 18. Regional differences Research by the IAB indicates that different lengths are appropriate to different marketing objectives. Shorter videos of 5 seconds may work for simple communication, but have the weakest levels of breakthrough and are the most difficult to understand. The IAB suggests that longer videos are more effective. 15- second videos have the highest brand association, are easiest to understand, obtain the highest engagement and are the most cost effective. They are most appropriate for simple messaging and for a pre-roll in In-Stream. Thirty second ads are the most persuasive; they allow for complex communication and work well as user-initiated video.
  19. 19. What’s next? Video is expected to be one of the major drivers of online advertising in the next few years. At current levels of spending, online video advertising has plenty of room to grow. Even with projected growth of 40% annually, online video ads will amount to only 10% of total online advertising spending by 2012. Advertisers have gained experience in the art of TV advertising for decades, until they were able to bring it to its current effectiveness frontier. If current growth rates persist beyond 2012, WiZE Mobile Research and many other industry analysts estimate that online video advertising is going to become a staple of every branding campaign – similar to what TV is now. This may have a disruptive effect on marketers and advertisers who are caught unprepared. Online video advertising has a steep learning curve. The unique attributes of online video advertising, such as the different time and surroundings in which it is watched, the choice of ad length, the variety of ad formats and creative features suggests that the mere repurposing of a successful TV spot may not guarantee success online. Marketers and advertisers who will not have a strong online branding capability using online video advertising may risk jeopardizing their brand’s health. In a few years, when online video ascends to be advertising’s branding engine, sufficient experience in running online video campaigns may be the difference between a blockbuster and a flop.
  20. 20. “mobileTv.my Proximity Marketing: your targeted message at the precise time and place”
  21. 21. Definitions of Proximity marketing on the Web: Proximity marketing is the localized wireless distribution of advertising content / tailored advertising associated with a particular place. ... en.wikipedia.org/wiki/Proximity_marketing
  22. 22. WiZE Mobile solution supported Device Nokia N78 Nokia 6110 HTC-Pro Motorola Q9h Nokia E65 Navigator S621(Same as T- (CDMA) Nokia N95 8GB Nokia 5320 Mobile Dash) Motorola Q9m Nokia N95 Nokia 5700 HTC S740 Motorola Q Nokia N73 Nokia E50 HTC Touch Cruise Norman (same as Nokia N81 Nokia E66 P3650 Moto Q 9h(GSM)) Nokia 6120 Classic BlackJack II HTC Touch Palm Treo 700w Nokia E51 Samsung SGH-i780 Diamond Palm Treo 750 Nokia N81 8GB T-Mobile Shadow HTC Touch P3452 Palm Treo Pro Nokia E71 T-Mobile Wing HTC TyTN II P4551 Samsung SGH-i607 Nokia N96 Motorola Q BlackJack I Nokia N82 Motorola Q9c Samsung SGH-i617
  23. 23. WiZE Mobile solution supported Country Kuwait Russia Argentina Finland Malaysia Saudi Arabia Australia France Mexico Singapore Austria Germany Netherlands South Africa Belgium Greece Norway South Korea Brazil Hong Kong Panama Spain Canada India Peru Sweden China Indonesia Philippines Switzerland Columbia Ireland Poland Taiwan Costa Rica Israel Portugal Turkey Czech Republic Italy Romania UK Denmark Japan United States of United Arab America Emirates
  24. 24. Why become a mobileTv.my Partner? What do we offer our partners?.... As a mobileTv.my Partner you will enjoy: 1- Small start-up entry fee. You will never have to purchase equipment, we will provide all the equipment you need. Benefit: Low risk, no complications, and a very healthy income projection. 2- Create a network of top quality Proximity Marketing channels and make a constant residual profit on all that advertising space. Benefit: Time, Money, personal & professional satisfaction. 3- Have mobileTv.my manage all of your clients’ campaigns’ details so you can focus on selling the advertising space and on creating new channels. Benefit: Time and Money
  25. 25. Why become a mobileTv.my Partner? Why use mobileTv.my Proximity Marketing?.... - Because only by using Proximity Marketing a brand may: Deliver content of value to consumers 1- At the precise moment 2- At the right venue 3- With no cost to the consumer 4- and place it on consumers’ preferred platform of communication: Their handsets.
  26. 26. Why become a mobileTv.my Partner? Why use mobileTv.my Proximity Marketing? …more reasons…  Differentiating factor for brands and businesses.  Repeated impact of the brand over a long time.  Viral and Extensive: Users will see the content several times, interact with it (if applicable), show it around, resend to colleagues and peers, etc.  Non invasive: Users appreciate this and they relate this gesture positively with the brand.  Track able detailed results: Online and in real time.  Environmentally friendly: The technology used is harmless, does not consume paper or other material resources, and does not produce residues  Benefits: Real commercial results for your clients, which translates into residual, low maintenance, high income for you, and into repeated business.
  27. 27. mobileTv.my MARKETPLACE CSCs : Common short codes. Are being used effectively to create a dialog with mobile users. Voting, polling, requests for feedback, sweepstakes, and contests all require interactivity with the consumer and the brand. CPM: Cost per Thousand. The CPM model refers to advertising bought on the basis of impressions. Advertisers pay a predetermined price for a thousand impressions. CPC: Cost per Click. Advertisers pay for a click, irrespective of the impressions. Commonly found in search advertising. Also referred to as PPC (Pay per Click) advertising. CPL: Cost per Lead. Advertisers pay for customer leads, irrespective of clicks or impressions. Fastest growing segment in online advertising CRM - Calculate the value. Exactly how will CRM benefit your business? Strive to answer this question in terms of measurable ROI (return on investment) and how CRM helps your employees use customer data more effectively.
  28. 28. mobileTv.my MARKETPLACE 1. Traditional -These are the 30 second (or less) spots typically seen on television today. 2. Long-Form -These may vary from 60 seconds to 2 minutes and can take the form of traditional advertising, infomercials or advertainment. 3. Preview Spots -A 30 second (or shorter) spot to preview. The content of long form advertising. viewers to click-through. 4. Direct Response and Per Inquiry -The viewer is encouraged to respond to the add to purchase merchandise/services or to get additional information. 5. Banner Ads - As described above, the viewer encounters several menus when choosing a mini-channel and then choosing a program. These menus will include banner ads that the viewer can .click-through. with his/her mobile to get additional information. 6. Companion web sites - Ads will offer the viewer the ability to spontaneously access the sponsor's web. 7. Classifieds - The mini-channels can offer its viewers the opportunity to advertise in an interactive classified section.
  29. 29. Contact Questions? Next steps? Maha Business Development maha@mobiletv.my http://mobiletv.my 012 6580089

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