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March 2011 app presentation v2

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  • 06/15/10
  • 06/15/10
  • Transcript

    • 1. Presentation to Government Advertising Unit An Overview on Apps and Mobile Marketing Sam McIlveen Independent News & Media (NI)
    • 2. Content
      • The growth of mobile
      • The business opportunity
      • Mobile optimised websites
      • Apps
      • Mobile advertising
    • 3. Mobile Statistics
    • 4. Internet Access
      • “ By 2013, mobile phones will overtake PCs as the most common web access device worldwide”
      • Gartner 2010
    • 5. Casual Browsing 2011…… On the move
      • Internet usage is growing in volume and now changing in format
      • The internet is now more than a PC based phenomenon
      • Many people’s first internet experience of the day occurs on a mobile device
      New Advertising platforms New Marketing challenges New Publishing Formats Smartphone Tablet e-Readers The digital day – we are connecting in new ways
    • 6. The impact of smartphones
      • 90% of all UK adults use a mobile and c.25% now have smartphones
      • Smartphones is a mobile phones combined with a handheld computer
      • 7.2m UK smartphones sold in 09
      • 12.8m sold in 2010
      • 78% growth year on year
      • 28% of people in the UK use their mobile to access the internet
      • But 65% of all smartphone users access the internet via their handset
      • Sources: Ofcom, Comscore
    • 7. The Opportunity
      • Mobile represents an excellent opportunity to engage, target and increase your audience via the most personal medium available
      • Do you know how many users access your website
      • via a mobile device?
      • Does your website need to be reformatted or
      • rebuilt to be compatible with mobile devices?
      • Have you considered developing an app?
      • Have you considered mobile advertising?
    • 8. Mobile Optimised Websites
    • 9. Joe Marini. Designing and Developing for the Rich Mobile Web presentation at Microsoft's MIX10 conference “ Good mobile sites focus on a few important tasks. Resist the temptation to make all the features of your main site into the ones that are most critical for mobile.”
    • 10. Mobile Websites:
      • Reformat or rebuild websites for smaller screen
      • Take your existing web content and only use
      • key elements
      • Flash will not render on most mobile devices,
      • notably the iPhone
      • Make use of the unique possibilities on mobile:
      • touchscreens, voice and location capabilities,
      • click to call
      • Clarity of message and easy navigation are key
      • Remember user has limited time and screen space
      • It’s worth it - optimised viewing on over 5,000 different devices
    • 11. Apps
    • 12. Why develop an app?
      • Attract new customers
      • To better engage with existing customers
      • Improve your brand image
      • Customer ‘pull’ not ‘push’
      • New revenue stream
      • To maximise information sources
      • Add to your suite of service offerings
      • To make use of the unique possibilities on mobile
      • Just for fun (Barclaycard waterslide / Ulster Bank Rugby Game)
      • Good PR
      • Remember however its crucial to build an app that actually
      • does something: Content is king!
    • 13. Internal Research Crucial – Android/Blackberry/Iphone?
      • Increasing visits to Propertynews from mobile devices
      • First launched mobile site in 2007
      • Enhanced mobile website launched Jan 10 to provide comparable user experience
      • iPhone app launched Jan 10
      • Plans in place to develop Android app in 2011 based on growth of this OS
      2009 Mobile Access by Operating System 2010 Mobile Access by Operating System
    • 14. NI Businesses using Apps
    • 15. Northern Ireland Apps
      • Media/News:
      • U.TV & U105
      • Cool FM
      • Downtown Radio
      • Citybeat
      • Belfast Telegraph
      • Irish News
      • Entertainment:
      • Belfast Music
      • Grand Opera House
      • The Ulster Orchestra
      • Culture Northern Ireland
      • Finance:
      • Northern Bank
      • Ulster Bank
      • Bank of Ireland ATM finder
      • Jobs/Cars:
      • Ni Jobfinder
      • Ni Carfinder
      • Used Cars NI
      • Autotrader
      • Property
      • Propertynews
      • TR Property
      • BTW Cairns
      • Ulster Property Sales
      • McGranaghan
      • JM Property
    • 16. Northern Ireland Apps
      • Just for fun:
      • Rory’s story cubes
      • Rock Out
      • Skunk
      • EyeSpyFX
      • Tourism:
      • Go Explore NI
      • Down Royal Racecourse
      • Derry/Londonderry What's on Guide
      • Northern Ireland Travel Guide
      • Belfast City Airport
      • GoTo Belfast
      • Sport:
      • Irish FA
      • Ulster Bank Rugby Game
      • Down Royal Racecourse
      • Football fans – Derry City
      • Other:
      • MadForAds
      • Pocket Universe
      • Media Lightbox
      • TaxiZapp
      • Shhmooze
      • Lookaly
    • 17. Mobile Advertising
    • 18. Stand Out from the Crowd
      • With advertising budgets squeezed it is increasingly important that marketing campaigns deliver measurable, engaging and effective results across all media
      • With mobile advertising you can engage with your customers and ensure that your message reaches them in the most effective and personal way
      • In 2009, the IAB and PwC’s mobile adspend study found that the market is worth £37.6 million . An annual growth of 32%
    • 19. Mobile Advertising Formats
      • Banner / Expandable Banner – most popular format
      • Icon - Icon or embedded brand within app
      • Text - Clickable text link
      • Overlays - Translucent popup that supports image, text, video, full button, or combination
      • Introductory Splash Screen Placement - Full screen ad shown before app home screen
    • 20. Standard Banner Call to action – click to download an app DIRECT RESPONSE
    • 21. Expandable Banner Click to expand, data capture and competition DIRECT RESPONSE
    • 22. Click to Call or to Request Call Back DIRECT RESPONSE
    • 23. Watch a Video DIRECT RESPONSE
    • 24. Awareness – click to splash page or website DIRECT RESPONSE
    • 25. Click to open a website within the app DIRECT RESPONSE
    • 26. Mobile Targeting
      • Country / IP address
      • Operator – O2/Vodafone/Orange
      • Device
      • GPS Location
      • Day of Week
      • Time of Day (hourly)
    • 27. To Conclude
      • The growth of mobile, in particular smartphones has brought new marketing opportunities
      • All businesses must develop a mobile strategy
      • Connect with key market through mobile publishing, media and apps
    • 28.
      • Thank you

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