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MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
MMA Presentation - Mobile
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MMA Presentation - Mobile

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  • 1. Mobile Advertising:<br />A Canadian View <br />
  • 2. Mobile ad. Growth has been Slow!<br />Mobile advertising<br />Mobile growth<br />Headlines Dilemma<br />The mobile CTR is better than the one on the web– Mobile Growth is huge – Iphone – the future.<br />
  • 3. <ul><li>Download an app
  • 4. Toronto and Vancouver
  • 5. 4 platforms (iphone, android, win7 &amp; BB)
  • 6. End of May until mid June
  • 7. 3 creatives
  • 8. More than 1000 keywords</li></ul>YP CASE STUDY<br />
  • 9. Canadian mobile ad. networks<br />BLIND NETWORKS<br />PREMIUM NETWORKS<br />SEARCH NETWORKS<br />CPC<br />Keywords<br />CPM<br />Display<br />CPC<br />Display<br />Long Tail inventory<br />
  • 10. Canadian mobile ad. networks<br />BLIND NETWORKS<br />PREMIUM NETWORKS<br />SEARCH NETWORKS<br />3<br />1<br />4<br />6<br />contacted<br />Can’t geo-target<br />Offer a Similar product <br />
  • 11. Pricing : <br /><ul><li>CPA is rare to absent
  • 12. The premium CPM differ from one network to another (From $10 to $30)
  • 13. The average CPC is about $0.50</li></ul>Specs :<br /><ul><li>Only 60% of the ad. networks delivered what was expected on the IO
  • 14. Not all the networks have the geo targeting capacity
  • 15. Formats are still not standardized (10 different formats only for this campaign)
  • 16. Avoid Animation on Banners
  • 17. Most of the networks weren’t capable of managing 3rd party tags
  • 18. Mobile analytics is broken</li></ul>Learnings at a Glance<br />
  • 19. Platforms view <br />Canadian Market Share*<br />5.1%<br />31%<br />42%<br />12%<br />*Top Smartphone Platforms,March 2011,Total Canada Smartphone Subscribers Ages 13+<br />Source: ComScoreMobiLens<br />
  • 20. Search &amp; display<br /><ul><li>Mobile is mainly about on the Go Strategy– we have an intention and we are in a specific location
  • 21. 50% of search queries on mobile have a local intention vs 20% on Desktop</li></li></ul><li>VANCOUVER<br />TORONTO<br />Notion of time<br />
  • 22. Impressions<br />33 M<br />CTR<br />0.55%<br />Downloads<br />50% <br />Average weekly growth<br />The funnel is broken<br />
  • 23. what<br />where<br />Creative view – CTR or TTR<br />
  • 24. The 4 mobile advertising pillars<br />Where?<br />Location<br />Based<br />How?<br />U. Exper.<br />When?<br />On the go<br />What ?<br />content<br />
  • 25. OUR VISION<br />©  flickr.com/photos/simplesketch/<br />
  • 26. Where smart phone is used*? <br />Home<br />93%<br />In a store<br />77%<br />Work<br />72%<br />Restaurant<br />73%<br />At a social gathering<br /> 66%<br />On-the-go<br />87%<br />Source : The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011 (US Market)<br />
  • 27. From Checking-in to Checking-out<br />Talking to consumers on the Go<br /><ul><li>QR Codes
  • 28. Bar Scan
  • 29. Checking in
  • 30. Banners
  • 31. Search
  • 32. SMS
  • 33. Desktop
  • 34. Mobile NFC
  • 35. In Store
  • 36. Pricing
  • 37. Reviews
  • 38. Coupons
  • 39. Location
  • 40. …..</li></ul>Check-out<br />Channels<br />Other medias<br />Mobile <br />Intermediation<br />Media<br />Avoid the silo approach &amp; leverage mobile devices as a lead nurturing advertising channel<br />
  • 41. MIXED REALITY<br />
  • 42. Mobile ad. Growth has been Slow!<br />Mobile advertising<br />Mobile growth<br />Innovation Vs Adaptation<br />
  • 43. ???<br />Mohamed Kahlain<br />@mediative | @mkahlain<br />about.me/kahlain<br />
  • 44. About us<br />
  • 45. Mobile Brand Filter – How to leverage mobile differently<br />
  • 46. Our Media Side<br />Display Ad Network<br />17+ million unique visitorsmonthly<br />12 channels<br />600+ properties<br />Mobile<br /><ul><li>30% digital searches</li></ul>DOOH<br /><ul><li>26,360 screens running on average 10 hours / day</li></ul>Location Based Solutions :<br />The Biggest network in Canada<br />
  • 47. Mediative.ca<br />

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