15th of April 2013
Ben Bickford    Zac Jacobs   Bionic        MillipedeAlex Young      Tash BickleyMedibank       Business Aware
#MoMoMEL
What is Referron?             Referron is a combination of an iPhone application and an online             dashboard.     ...
Referron Offer             10 Free Referrals for More Business            Valued at $50 for the first 5 registrants.1. Reg...
76%                   Australians access the internet through mobiledevices, a staggering growth of 208% since 2010.32%   ...
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%2010                                                         ...
Millions of Subscribers1200.001000.00 800.00 600.00  400.00                                     Millions of Subscribers  2...
Eugene Holenstein – Big MobileKatie Birch – Big MobileErik Hallander – VisualJazz/Isobar
Eugene Holenstein     Big Mobile   Katie Birch     Big Mobile
Big MobileOur Credentials & Philosophy•   Mobile Solutions Specialist•   Australia, NZ, Indonesia & Singapore•   Premium P...
The Story So Far...The culminating factors driving Mobile advertising in Australia•      Smartphone Penetration & Data Cos...
Mobile ExpenditurePhenomenal growth expectations                                 •   $42.7m in FY11-12                    ...
Consumer TrendsCommunication Opportunities•   Discovery•   Google, Email, Social•   Photos & Video•   Convenience, Ease of...
Audience ResearchNielsen, AIMIA, AMCA, Millward Brown, Frost & SullivanSource: Nielsen Telstra Media Smartphone Index Stud...
Media TrendsAdvertising Opportunities•   Standard, Expandables & MRECs•   More Publishers & DSPs•   Social TV•   Multi-tas...
Agency PerspectiveHow agencies are planning Mobile media            Media Objectives                                Attitu...
Creative TrendsRelevant and Valuable•   When, Where & What•   Rich Media•   Social Integration•   Innovations & Media Firs...
Creative TrendsCreativity is key : Adnews Article 19th March 2013                                        “It’s not what da...
Sony Entertainment – MiB3Creating a fun, lead generation focused banner for the movie industryThe Brief                   ...
Expandable BenchmarksWhat consumers are interacting with on Mobile currently            NB. Big Mobile Expandable banner a...
Future OpportunitiesAdvertising Opportunities
Erik Hallander VisualJazz/Isobar
Advertising in Mobile apps  Two sides of the coin in under 12 minutes
Erik HallanderInteractive Director (Executive minister of the future)
Advertising in apps         vsMobile web advertising
Facilitating ads in apps Advertising in apps
Facilitating ads in apps
Facilitating ads “Can ads create sufficient revenue?”     - Yes, but it’s complicated.     Platform, genre and reasons to ...
Facilitating ads              “How much $$$ ?”     - Shrouded in intense mystery :)     Compare your product to similar on...
Facilitating ads          “How should I set it up?”     - Familiarize yourself with the networks     AdMob mediation is a ...
Advertising in apps
Creating ads          “Do mobile ads work?”     - Yes, and very well too.     Localized advertising brings back focus on  ...
Creating ads               “Business as usual?”     - Not quite.     Localization, ads disguised as games, coupons     and...
Creating ads        “Am I getting a good ROI?”     - One of the best in the game.     Currently, the average cost for a sm...
“There’s a digital-divide issue here. People whocan afford only one screen or internet connectionare choosing the phone. I...
One minute to spruik• Your latest project• Your search for a mobile job• Your search for a mobile person
Ben Bickford – BionicZac Jacobs – MillipedeAlex Young – Medibank PrivateTash Bickley – BusinessAware
15th of April 2013
Mobile Monday Melbourne April 2013 - Mobile Advertising
Mobile Monday Melbourne April 2013 - Mobile Advertising
Mobile Monday Melbourne April 2013 - Mobile Advertising
Mobile Monday Melbourne April 2013 - Mobile Advertising
Mobile Monday Melbourne April 2013 - Mobile Advertising
Mobile Monday Melbourne April 2013 - Mobile Advertising
Mobile Monday Melbourne April 2013 - Mobile Advertising
Mobile Monday Melbourne April 2013 - Mobile Advertising
Mobile Monday Melbourne April 2013 - Mobile Advertising
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Mobile Monday Melbourne April 2013 - Mobile Advertising

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Review of mobile advertising trends, features talks by Eugene Holenstein and Katie Birch from Big Mobile and Erik Hallander from VisualJazz Isobar

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Mobile Monday Melbourne April 2013 - Mobile Advertising

  1. 1. 15th of April 2013
  2. 2. Ben Bickford Zac Jacobs Bionic MillipedeAlex Young Tash BickleyMedibank Business Aware
  3. 3. #MoMoMEL
  4. 4. What is Referron? Referron is a combination of an iPhone application and an online dashboard. Your friends, customers and partners can use the Referron App to send you a referral. You’ll receive a notification within the app on your phone and see the new referral details both in the app and on the dashboard.iPhone App Online Dashboard
  5. 5. Referron Offer 10 Free Referrals for More Business Valued at $50 for the first 5 registrants.1. Register on their iPhone app.2. Send me an email for an invite.zacjacobs@gmail.com3. I’ll invite you in.
  6. 6. 76% Australians access the internet through mobiledevices, a staggering growth of 208% since 2010.32% do through smartphones only while9% do through tablets only and35% do though both Source:MagnaGlobal
  7. 7. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%2010 Smartphones Tablets20132015
  8. 8. Millions of Subscribers1200.001000.00 800.00 600.00 400.00 Millions of Subscribers 200.00 0.00 Source: Informa
  9. 9. Eugene Holenstein – Big MobileKatie Birch – Big MobileErik Hallander – VisualJazz/Isobar
  10. 10. Eugene Holenstein Big Mobile Katie Birch Big Mobile
  11. 11. Big MobileOur Credentials & Philosophy• Mobile Solutions Specialist• Australia, NZ, Indonesia & Singapore• Premium Publisher Network• Fastest Growing Media Sector• Making to Responding
  12. 12. The Story So Far...The culminating factors driving Mobile advertising in Australia• Smartphone Penetration & Data Costs• Changing Media Consumption Patterns• Publishers & Performance Networks• Tracking, Accountability & ROI• Big Brands on Mobile Source: *Nielsen Telstra Media Smartphone Index Study 2012. Nielsen’s ‘The Mobile Consumer – A Global Snapshot’, February 2013.
  13. 13. Mobile ExpenditurePhenomenal growth expectations • $42.7m in FY11-12 • $82m in CY12 • 220% growth in FY12-13 • <1% of digital ad spend in FY11-12
  14. 14. Consumer TrendsCommunication Opportunities• Discovery• Google, Email, Social• Photos & Video• Convenience, Ease of Use• Functional or Fun
  15. 15. Audience ResearchNielsen, AIMIA, AMCA, Millward Brown, Frost & SullivanSource: Nielsen Telstra Media Smartphone Index Study 2012
  16. 16. Media TrendsAdvertising Opportunities• Standard, Expandables & MRECs• More Publishers & DSPs• Social TV• Multi-tasking• Video growing• New Business Models
  17. 17. Agency PerspectiveHow agencies are planning Mobile media Media Objectives Attitudes & Activities Target Audience Day & TimeSource: Nielsen Telstra Media Smartphone Index Study 2012
  18. 18. Creative TrendsRelevant and Valuable• When, Where & What• Rich Media• Social Integration• Innovations & Media Firsts• Location, Data Capture & Reminders
  19. 19. Creative TrendsCreativity is key : Adnews Article 19th March 2013 “It’s not what data you have access to but what you do with it”Jonathan MildenhallVP of Global Advertising Strategy andCreative Excellence “Creativity is theCoca-Cola Company crucial variable in the process of turning knowledge into value”
  20. 20. Sony Entertainment – MiB3Creating a fun, lead generation focused banner for the movie industryThe Brief Our Solution• Drive Awareness • We created ‘The Big Movie Widget ‘• Create Excitement • Premium Publisher Entertainment & Gaming• Drive TicketThe Results Sales • Premium Publisher Advanced Demo Targeting• An exceptional engagement rate from within the Expandable banner of 39.65%• Additional to be shared across the
  21. 21. Expandable BenchmarksWhat consumers are interacting with on Mobile currently NB. Big Mobile Expandable banner averages i.e. All engagements are post the first click to expand.
  22. 22. Future OpportunitiesAdvertising Opportunities
  23. 23. Erik Hallander VisualJazz/Isobar
  24. 24. Advertising in Mobile apps Two sides of the coin in under 12 minutes
  25. 25. Erik HallanderInteractive Director (Executive minister of the future)
  26. 26. Advertising in apps vsMobile web advertising
  27. 27. Facilitating ads in apps Advertising in apps
  28. 28. Facilitating ads in apps
  29. 29. Facilitating ads “Can ads create sufficient revenue?” - Yes, but it’s complicated. Platform, genre and reasons to return play significant roles in an overall success story. Also, bear in mind that a revenue driven by advertising means a delay on the return. Ads take time to generate significant income.
  30. 30. Facilitating ads “How much $$$ ?” - Shrouded in intense mystery :) Compare your product to similar ones that have public post-mortems or success based case studies. Most ad networks pay per impression, with a bonus for clicks. Type of ads play a part as well.
  31. 31. Facilitating ads “How should I set it up?” - Familiarize yourself with the networks AdMob mediation is a very powerful tool to get the best possible ad serving platform. Subject to post-launch analysis and optimization for best possible outcome.
  32. 32. Advertising in apps
  33. 33. Creating ads “Do mobile ads work?” - Yes, and very well too. Localized advertising brings back focus on context, an area that’s greatly underestimated. The unique link between ‘click’ and download mean mobile ads have a greater measure of cost- per-action.
  34. 34. Creating ads “Business as usual?” - Not quite. Localization, ads disguised as games, coupons and information relevant to context work well. The same old banner ethos forced on a mobile screen doesn’t.
  35. 35. Creating ads “Am I getting a good ROI?” - One of the best in the game. Currently, the average cost for a smartphone ad is significantly lower than its web counterpart (by a factor of almost 4!) (wall street journal) Several significant studies have noted that smartphone users tend to notice ads a lot more than in other media.
  36. 36. “There’s a digital-divide issue here. People whocan afford only one screen or internet connectionare choosing the phone. If you want to reach themat all, you have to reachJosh Clark – ‘Nielsen is wrong on mobile’ - them on mobile.”
  37. 37. One minute to spruik• Your latest project• Your search for a mobile job• Your search for a mobile person
  38. 38. Ben Bickford – BionicZac Jacobs – MillipedeAlex Young – Medibank PrivateTash Bickley – BusinessAware
  39. 39. 15th of April 2013

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