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5principles 5principles Presentation Transcript

  • Vodacom Mobile Advertising Some advice from an early mover CMO Forum, Mobile World Congress, Barcelona 11 February 2008 Rick Joubert, Executive Head, Vodacom www.on-the-line.co.za
  • Principle 1
    • Focus & Invest
    • New business NOT new product
    • Get top management buy-in/support
    • Get insider to lead it initially but staff with media/advertising people
    • Leverage Mobile Advertising news “story” and invest heavily in MA launch
  • Principle 2
    • Take DIRECT responsibility for revenue
    • Sales Houses focused on Mobile ONLY
    • Ensure production ecosystem in place (mobi sites, content development) – remove barriers to entry
    • “ Educate” brand managers directly in early stages // do not assume advertising agencies will do so
    • Target “leader brands” as early as possible
  • Principle 3
    • Align value chain incentives to traditional media incentives
    • Ensure Advertising & Media Agencies are not dis-intermediated i.e. Mobile Media margin % should be no worse than traditional media
    • Measure ROI against expectations as often as possible (working with agencies)
    • Integrate into existing media/advertising industry value chain
  • Principle 4
    • Create end-user value
    • Encourage inclusion of strong end-user value creation in campaigns as often as possible
    • Customer value built in to advertising channel
    • Free Please Call Me messages
    • Free ad sponsored content
    • Free on-net web SMS
    • Free on-portal browsing
    • +AdMe: Incentives for opt-in (push)
    • The GRID (free mobile LBS blogging / IM service)
  • Principle 5
    • Create ubiquitous mobile media
    • Mobile Internet and rich media enable only a fraction of “eye ball” aggregation (at the moment)
    • Look for opportunities to integrate advertising in broader mobile use areas (Text & voice)
    • Media business mindset, NOT Telco product extension
  • Thank You