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Russell Buckley - AdMob / MobHappy
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Russell Buckley - AdMob / MobHappy


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Mobile Monday had the honor of receiving Russell Buckley as a speaker during MoMo #6: Marketing & Advertising.

Mobile Monday had the honor of receiving Russell Buckley as a speaker during MoMo #6: Marketing & Advertising.

Published in: Business, Technology

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  • 1. Mobile Monday Amsterdam
  • 2. Who is AdMob? • World's largest and highest quality mobile advertising marketplace • Size and Scope: 26+ Billion ads / 160+ countries • Global Page Views: 2.6 Billion / month • Mobile Ad Solutions: CPC Text, Text&Image & CPM Graphical • Partnerships: 4500+ mobile sites • Self-serve and full-serve
  • 3. What Can Mobile Advertising Do for You? • Brands and Advertisers: • Target consumers via their mobiles • Mobile Website Owners: • Promote your mobile websites • Operators and Publishers: • Monetise your mobile web properties • Mobile Content Owners: • Use the phone as a marketing channel
  • 4. Mobile Ads in Context Mobile Advertising Mobile Marketing • Banner Ads - Text • Text messages - SMS - Graphical • Picture/video Messages - MMS • Shortcodes Search Engine • Bluetooth • Pre / Post Roll Video Ads • Idle Screen Location Based • In – Game ads For more information MMA & IAB 2005-2007 AdMob, Inc. Confidential & Proprietary 2005-2007 AdMob, Inc. Confidential & Proprietary
  • 5. Text Link and Banner Advertising Text Link ads - CPC Banner ads - CPM Request free Navy video Request free Navy video AD: Watch Ford video on your N80 Try the new MSN Mobile Now Get Showtimes & Tickets Is your phone an Autobot? Locate a Ford Dealer Shadowrun on X360 & PC 2005-2007 AdMob, Inc. Confidential & Proprietary
  • 6. Who is Advertising? Mobile Content Retail & Services Movies, TV & Games Internet Consumer Products Financial 2005-2007 AdMob, Inc. Confidential & Proprietary
  • 7. Breakdown by Country
  • 8. Breakdown by Country
  • 9. Breakdown by Country
  • 10. AdMob Mobile Analytics – Campaign Optimization AdMob built the first Analytics suite for the Mobile Web to enable Advertisers to track campaign performance and optimize landing pages. • Post-click tracking • Site usage / User behavior • Unique Visitor details • Define events  Track conversion • Measure ROI Use Cases: • Determine which ads perform best and lead to conversions • Understand customers’ usage of your mobile landing page 2005-2008 AdMob, Inc. Confidential & Proprietary
  • 11. Case Study: MTV Europe Music Awards Goal To drive traffic to the MTV Europe Music Awards (EMA) 2007 mobile site. News & competitions plus free downloads including images, videos and EMA mobile game. Also the chance to nominate and vote for their favourite artists. Campaign MTV ran targeted text link ads on the AdMob network to reach global audience. Ads changed often switching to live stories on the night giving added reasons to click through. Result AdMob mobile ad campaign increased visitors 300% from the previous year & increased downloads 400% MTV EMA Mobile Site Key campaign results CPC Text Ads 300% increase in Live gossip now from the MTV EMA’s traffic! Free video downloads – MTV EMA’s 400% increase in downloads! 2005-2007 AdMob, Inc. Confidential & Proprietary
  • 12. Land Rover Case Study Goal Increase excitement about Range Rover Sport among target audience & Drive traffic to retailers to schedule test drives Result AdMob’s targeting solution allowed Land Rover to reach the affluent male demographic and engage them through a custom landing page delivering on both DR & Brand goals. 23% of those who clicked-thru to the landing page responded to at least one call to action. 88% watched the video, 3% used click-2-call, and 9% entered their zip code using the dealer locator module. CPM Banner Ad Landing Page Activity Qualified Leads • Click-2-video: 88% 50% of calls lasted >30 sec. CPC Text Ad • Click-2-call: 3% • Dealer locator: 9% 20% lasted >1 minute 2005-2007 AdMob, Inc. Confidential & Proprietary
  • 13. Adidas Case Study Goal Adidas estimated all marketing efforts in print, TV, and online, would drive 500,000 unique visits to their mobile portal Result AdMob Marketplace alone delivered over 180,000 visits and over 4 million advertising impressions. With a CTR well above 3%, expectations for mobile marketing were exceeded. 40% of leads at 4% of budget 2005-2007 AdMob, Inc. Confidential & Proprietary
  • 14. Coca-Cola Case Study Goal Coca-Cola wanted to leverage web video assets for a global mobile ad. Result Coca-Cola reached users in 125 countries with 1.31% click-thru rate and a 130% ratio of plays to clicks. AdMob drove successful Mobile Video ad program using text / banner ads, AdMob landing pages, and industry first Click-to- Video capabilities. 1.31% CTR and >130% play rate! 2005-2007 AdMob, Inc. Confidential & Proprietary
  • 15. Mobile Media users attractive for advertisers Data from fusion of mobile usage into TGI media planning tools ‘Word of Mouth Champions’ I’m tempted to buy products I’ve seen advertised Profile % Agree: I’m Mobile phone tempted to buy Champions products I’ve seen TV/Video/Audio Mobile 33% Equipment media* Champions Alcohol Champions Magazines 29% Cinema 29% Food Champions Internet 28% Newspapers 26% Radio 26% Clothes Champions TV 26% Outdoor 26% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% Mobile Media* profile % Internet profile % Magazines profile% TV profile% Source: TGI M:Metrics 2008 – Base: All GB adults (aged 15+)
  • 16. Advertising is 1st or 2nd most influencing factor when choosing… Adults 15+ Mobile Media Internet profile Mobile % more profile % profile % % likely than internet Bank/Building 5.4 8.1 5.3 53 Society Current Account Bank/B.Society 4.5 6.4 4.5 42 savings accounts Credit/debit cards 2.7 3.6 2.6 38 TV set 4.3 6.3 4.1 54 Most recent car 2.6 3.8 2.7 41 Supermarket for 5.9 8.6 5.5 56 main shop • The TGI M:Metrics: Mobile is attracting a unique audience. Nearly a third of the Sun’s mobile audience are not readers of the newspaper, nor visitors to the website.
  • 17. Russell Buckley Managing Director, Europe