Optism Mobile Advertising Presentation: Mobile is the Most Disruptive Media Of All Time

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Optism's Hani Ramzi presents to the Cairo Cristal Club about the growth of mobile advertising and mobile marketing.

Optism's Hani Ramzi presents to the Cairo Cristal Club about the growth of mobile advertising and mobile marketing.

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  • 1. Mobile : The Most Disruptive Media Of All Time!Hani RamziExecutive Director EMEAOptism™
  • 2. Mobile is a MASS(IVE) Media ! x 2.5 Total Number of Internet Users x3 Total Number of TV Sets 5.2B 3.9B 1.2B 1.6B x 4.5 Total Number of PCs PCs TVs Radio Mobile Source : Tomi Ahonen, Feb 2011
  • 3. Mobile is an INTIMATE Media !We Glance At It in a compulsive way !150 times/day ! (average)82 times a day ! (Africa) Source : Nokia, 2010
  • 4. Mobile is an INTIMATE Media !We Care About It !..."Photographs used to be the item people would run into a burning building to go retrieve.Today a mobile phone has replaced that."Jeffrey Hayzlett, CMO Kodak, 2010
  • 5. Mobile is an INTIMATE Media !We Care About It !...maybe too much sometimes !
  • 6. Mobile is an INTIMATE Media !We often Keep It Close to our…Heart !
  • 7. Mobile is an INTIMATE Media !It’s more and more part of our Intimacy !
  • 8. Mobile is an INTERACTIVE Media !Primary Use of Mobile Phone is TEXT 4.2 B Users ! MESSAGING Source : Tomi Ahonen, Feb 2011
  • 9. Mobile is an INTERACTIVE Media !How Big is ? x2 All users of Internet TEXT x3 All users of emails MESSAGING x7 Bigger than x 21 Bigger than Only media that reaches the pocket of 61% of the planet ! 17% Growth ! Source : Tomi Ahonen, Feb 2011
  • 10. Mobile is an INTERACTIVE Media !How Interactive is ? TEXT 90% of all Text messages Read MESSAGING within 3 minutes of their delivery 99% of all Text messages Read by the recipient.
  • 11. Mobile is an INTERACTIVE Media !How Addictive is ? TEXT MESSAGING
  • 12. Mobile is an INTERACTIVE Media !2d Most Used Application on the Planet is RICH 2.1 B Users ! MESSAGING Source : Tomi Ahonen, Feb 2011
  • 13. Mobile is an INTERACTIVE Media !How Big is ? RICH > All users of Internet MESSAGING > Video gaming industry ! > Cinema box office ! x2 Music Industry ! Source : Tomi Ahonen, Feb 2011
  • 14. Mobile has Unique Assets MASS(IVE) INTIMATE INTERACTIVE
  • 15. Mobile Direct Marketing Truly leverages these Unique Assets MASS(IVE) INTIMATE INTERACTIVE “Mobile is as different from the Web as TV is from Radio !” Source : Tomi Ahonen,
  • 16. To get there needs Specific Rules of Engagement Permission Opt-in Agree OKyes CONSENT Preferences Makes senseRELEVANCE Interests Spot on Trust Privacy my own paceCONTROL Update Not intrusive Opt-out No interruption 16
  • 17. It Works ! 17All Rights Reserved © Alcatel-Lucent 2010 - EXTERNAL
  • 18. It Works in Egypt !A Receptive, Qualified and Engaged Audience100% opted-in, highly profiledA service combining Innovation and basics of CommunicationUsers in Control of their mobile advertising experienceAdvertisers achieve response rates as high as 54% with better ROICreative guidance to ad agencies for compelling campaign 18
  • 19. adidas® Case StudyWelcome to the streetwhere originality lives andathletes, musicians, skatersand more come together to •Driving footfall to newshow their style. flagship storeDo you want an invitation? •Targeted to Sports and Fashion1=Yes 2=No lovers •Leveraging Dialogue format •Completely free to reply 19
  • 20. Campaign Results Welcome to the street where originality lives and35% athletes, musicians, skaters of recipients requested and more come together toan invite to the new adidas show their style.Originals Cairo store Do you want an invitation? 1=Yes15-24s were on average Celebrate YOUR originality visit the adidas store at98% more responsive than Citystars, phase 2, 4th floor.over 30 year oldsFemales Were 23% moreresponsive than their malecounterparts 20
  • 21. Thank Youhttp://optism.comhttp://www.optism.com/blog/http://twitter.com/optismhttp://facebook.com/optismhttps://slideshare.net/optism 21All Rights Reserved © Alcatel-Lucent 2010 - EXTERNAL