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Classic Guide To Mobile Advertising


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Mobile advertising matured drastically in 2011, with more so- phisticated ad units and campaign executions. This matura- tion has made consumers more open to mobile ads. According to Nielsen’s State …

Mobile advertising matured drastically in 2011, with more so- phisticated ad units and campaign executions. This matura- tion has made consumers more open to mobile ads. According to Nielsen’s State of the Media: Consumer Usage Report, 51 percent of consumers say that they are OK with advertising on their devices if it means they can access content for free.

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  • 1. CONTENTSPAGE PAGE3 INTRODUCTION: Mobile on a gallop, stealing budgets from traditional media 35 Legal screenshots for interactive, integrated campaigns By Giselle Tsirulnik By Susan Tillotson Bunch5 Why invest in mobile marketing? 37 How to deliver one message to multiple platforms By R. Cass Baker By Martin Hayward7 Basic principles of mobile marketing 39 Five ways to increase engagement, sales and loyalty with mobile By Stephen Upstone By Jack Philbin10 Stop talking and listen: Two-way communication of mobile 41 Three best-practice tips for evaluating mobile ad performance By Shuli Lowy By Bill Dinan12 How to craft a mobile advertising campaign 43 Mobile marketing for the small- to medium-sized business By Alison Gensheimer By Jennifer McCoy15 Live it to sell it 45 Case study: Mobile display advertising for B2B engagement By Judy Hamilton By Marc Keating17 Text message marketing: Who’s opting in? 47 The power of mobile bar codes By Derek Johnson By Laura Marriott18 Mobile strategy should employ multiple means of engagement 49 Digital advertising convergence: Is it further away than ever before? By Je Hasen By Dale Carr20 Converting a mobile impression into a click 50 Overcoming mobile’s growing pains By Lindsay Woodworth By Joe Laszlo22 Maximizing pay-per-call profits 51 Distinguishing marketing from spamming By Earl Brown By Shuli Lowy24 Mobile audience micro targeting in the real world 52 Will HTML5 help battle fragmentation in 2012? By Greg Stewart By Matevz Klanjsek26 8 tips for successful mobile app promotion 54 Tips for an e ective mobile video advertising strategy By Micah Adler By Matthew Ellsworth28 Mobile bifucrates into two distinct advertising practices 56 Is Wi-Fi a mobile media channel? By Harry Kargman By Gregor Isbister31 Mobile advertising: Why it’s got to be rich 57 To app or not to app: That is the question By Elena Perez By Dave Schwartz33 Case study: Discovery Channel’s Storm Chasers 59 Consumers eager for hyper-relevant location-triggered messages By sta reports By Patrick MoorheadMobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 2
  • 2. INTRODUCTIONMobile on a gallop, stealing budgets from traditional mediaM obile advertising works when used as part of a cross- media campaign and dialogue. According to Berg In-sight, mobile will account for 15.2 percent of global online ad this guide together. Their insight and expertise is what made this possible.spend in 2016. The total value of the global mobile marketing These expert bylined articles o er tips on how to run andand advertising market will grow from $3.4 billion in 2010 at measure mobile ad campaigns, targeting and location, SMSa compound annual growth rate of 37 percent to $22.4 billion campaigns and database building, integration with print andin 2016. stores, HTML5, iPad ads, site design, search engine optimi- zation, paid search, in-application ads, social media, contentMobile advertising matured drastically in 2011, with more so- creation and the e ectiveness of mobile coupons.phisticated ad units and campaign executions. This matura-tion has made consumers more open to mobile ads. According Also included are analytical pieces as well as thought leader-to Nielsen’s State of the Media: Consumer Usage Report, 51 ship on the privacy debate and legal boundaries that shouldpercent of consumers say that they are OK with advertising not be crossed, buying mobile media, augmented reality, in-on their devices if it means they can access content for free. ternational di erences and similarities, display ads and mobile video advertising.Already big brands such as The Coca-Cola Co., Starbucks,Target and Home Depot have embraced mobile advertising, Thank you to sta reporter Rimma Kats for layout and artproving that when it is done right, the channel can produce direction. Also, a big thank-you to editor in chief Mickey Alamastounding results. Khan for his help and supervision during the production of this guide.For 2012 expect to see more integration of social into mo-bile ads and marketing programs. Also, location will be a key Thank you also to ad sales director Jodie Solomon for convinc-aspect of mobile marketing and advertising strategy. Larger ing others to invest in this guide and others before it.budgets will lead to higher fill rates for publishers. Feel free to email a link to this large document rather thanWith that we present the industry with the Classic Guide to forwarding the entire file. The passion is obvious in the copyMobile Advertising to help understand the value of mobile and the subject.and its context in advertising and marketing. This documentpresents how-to articles, case studies, trend pieces and com-mon misconceptions to industry members with the goal ofeducating readers on this fast-paced subchannel of mobile. Giselle TsirulnikThank you to all of the companies that participated in putting Deputy Managing Editor Mickey  Alam  Khan Chantal  Tode Lauren  Johnson 401  Broadway,  Suite  1408 Editor  in  Chief Associate  Editor Editorial  Assistant New  York,  NY  10013 mickey@ chantal@ lauren@ Tel:  212-­334-­6305 Fax:  212-­334-­6339 Email: Website: For  newsletter  subscriptions: Giselle  Tsirulnik Rimma  Kats Jodie  Solomon newsletter.php   Deputy  Managing  Editor Staff  Reporter Director,  Ad  Sales giselle@ rimma@ ads@ For  advertising: general/1.html For  reprints: reprints@mobilemarketer.comMobile   Marketer   covers   news   and   analysis   of   mobile   marketing,   media   and   commerce.   The   Napean   franchise   comprises   Mobile   Marketer,,   the   Mobile   Marketer  Daily   newsletter,,,,   the   Mobile   Commerce   Daily   newsletter,,   Classic   Guides,    webinars,  Mobile  FirstLook,  the  Mobile  Marketing  Summit  and  the  Mcommerce  Summit  and  awards.                        ©2012  Napean  LLC.  All  rights  reserved.  No  part  of  this  publication  may  be  reproduced  without    permission.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 3
  • 3. Your customers have gone mobile ...are you going with them?Bigger, Faster, Better than the WebThe web revolution created the next generation of Companies are now allowing employees to bringgiants — companies like Google, Amazon, and eBay their own devices into the workplace — a conceptwent from nothing to multi-billion dollar market that would have been unheard of just a year agocaps in less than a decade. Today, mobile is helping — and new mobile-based ventures are receivingfuel a new generation of giants — companies like staggering amounts of money from Silicon ValleyFacebook, Groupon, and Zynga have reached venture capital firms.multi-billion dollar valuations in half the time oftheir predecessors … and all without an IPO. Companies now have a window of opportunity to think about how mobile can transform theirThe mobile revolution will be like its web business as radically as the web did. By makingpredecessor with two important exceptions: mobile a part of their overall digital strategy, companies can transform their relationships with Mobile will be more transformative than the their customers in even greater ways than they did web … because mobile devices are always with the web. with your customer. Mobile is going to evolve at a much faster pace MOBILE … because we’ve learned a lot from the web. In fact, mobile shipments outpaced desktop/ laptop shipments last year. The race is on.The initial e ects of this mobile revolution arealready being felt. The iPad single-handedly killed WEBthe netbook market. Apple’s massive success withthe iPhone and iPad has presented a significantthreat to established mobile giants like RIM, Nokia,Microsoft, and Motorola. How does a company create a mobile strategy that will get them into the mobile market quickly, and provide a scalable plan for the future? Find out in “4 Steps to Creating a Mobile Strategy” Download at Appcelerator is the #1 Mobile Cloud Platform More than 1.6 million developers worldwide have launched 35,000+ mobile apps developed on Appcelerator software. The company’s flagship o ering, Appcelerator Titanium, is the only mobile cloud platform to enable fully native, cross- platform mobile app and HTML5 development from a single codebase. Appcelerator’s customers include NBC, Harrah’s, Los Angeles Times, Medtronic, and Cisco. Visit for more information.
  • 4. Why invest in mobile marketing?By R. Cass BakerF or global brands today, it is less about questioning dress it while on the go. It may be scheduling an im- whether to invest in mobile marketing. Now it is a mediate home service request, signing up for a new matter of how and how much. credit card before a big vacation or even shopping for a car.Perhaps most importantly, it is a question of why to in-vest in mobile marketing. Through mobile devices, consumers can quickly assess the information they need to make a decision, makingIn the beginning, mobile marketing was about brand them even more determined to buy right now.building and consumer engagement. It was aboutbright, shiny, interactive marketing designed to en- If you can deliver the right mobile experience at thegender loyalty, awareness and brand promise. And it right time — and in the context of a broadly integratedwas about showing innovation and life in an emerging marketing campaign — you win.advertising channel. Connecting the dotsToday, it is about much more. It has to be. When the rubber hits the road, most brands find it dif- ficult to connect the dots between mobile engagementMobile’s growth and mobile sales.According to the Interactive Advertising Bureau’s Oc-tober 2011 “State of Mobile Measurement” report, The reality is that revenue through mobile marketing hasthe growth in mobile advertising spend and consum- very little to do with mobile marketing in its own right,er usage requires sound measurement and reliable and everything to do with understanding your consum-methodologies to understand audience behavior and ers and the purchase experiences they e ectiveness. Increasingly, today’s consumers are turning to mobile atAs with any other marketing investment, C-level execu- pivotal points in a sales process.tives expect a measurable, high-value ROI in the formof new revenue and profits. It is no longer good enough Success depends on guiding the consumer through ato o er applications or mobile games, and to justify the seamless, end-to-end experience — from initial mobileinvestment in the form of fans. impression through to Web sites and call centers — to create targeted, data-rich experiences that drive high-So why invest in mobile marketing? value, high-margin purchases.Invest in mobile If you can craft the right experience from start to fin-While consumers are busier than ever, they also are more ish, the mobile channel is incredibly measurable, provenheavily engaged. and successful.They are on their mobile devices day and night. And one Without question, mobile can play a pivotal role in driv-thing is clear – when they are researching a specific ing significant, incremental revenue to your business thisproduct or service from these devices, they are ready year. Success depends on tying its impact all the wayto buy. through to the ultimate outcome — sales.Consumers research a brand on mobile because they R. Cass Baker is executive vice president of Leapfrog Online,have an urgent need, and they are looking to ad- Evanston, IL. Reach him at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 5
  • 5. Basic principles of mobile marketingBy Stephen UpstoneT o make mobile marketing programs achieve maxi- While there is no one-size-fits-all solution, there is mum impact and long-term value, it is essential a basic framework and set of guidelines that can be to move beyond one-o initiatives and create a applied across the majority of mobile marketing ini-holistic strategy for targeting customers. tiatives to drive results. Whether you are a brand, agency, wireless carrier or publisher, the followingThis is done using robust mobile platforms that incorpo- strategic approach will set you on course to achieverate a full range of tactics. maximum results:The first step is to identify your business objective: is it Reach – mobile reach means establishing the first pointto raise your brand’s profile or build loyalty and prevent of mobile interaction, such as a banner ad on a mobilecustomer churn? Web site or QR code on a billboard and the call to action that drives the mobile user to click.After identifying the objective, the next step is to ex-amine your audience. Understanding your audience and By carefully choosing publishers and media targetedhow they interact with their mobile device will help you to the audience you wish to engage, you cost-e -develop a campaign that delivers value to the consumer ciently maximize reach and the opportunity to getand drives financial success. your message in front of as many target customersMobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 7
  • 6. paigns can deliver participa- tion rates of more than 30 percent with numerous inter- actions per consumer, result- ing in a high level of active consumer engagement with the brand every day. For example, Argos, a large British ecommerce site, took the decision to develop a new mobile channel in order to create a flexible way for its customers to interact with it. Developing mobile services such as Text and Take Home has generated new possible. In 2009 alone, Argos’ mobile channel delivered more than $100 million of incremental revenue and the service hasEngage – once the consumer has responded to a call to generated over 100 percent year-over-year growth ofaction, you are now ready to engage and convert them the user base.into a profitable relationship. For another example, National Geographic lever-This interaction can be a mobile site, landing page or aged mobile and social media to promote “Themobile application. Last Lions” film and increase contributions to its Big Cats Initiative.Providing customers with something interesting, timelyand relevant like coupons, social media promotions and Engaged consumers visited a mobile Web site, entered arewards, will help create the engagement that is neces- sweepstakes, and posted on social media sites, increas-sary to make the campaign successful. ing both ticket sales and donations.Analyze – measuring the success of your ongoing The campaign boasted nearly a 50 percent click-campaign will help you adjust your strategy as your through-rate.campaign progresses, so make sure you have a strongtechnology platform that enables this capability. There is no doubt that mobile marketing campaigns can deliver great results, when deployed in the right way.One of the strengths of mobile is that it is highly mea-surable, making it easy to track how quickly you are con- The trick is to know your audience, develop a compellingverting customers and how much this is costing. user experience with engaging creative and content, and analyse to optimize media placement, creative, call toDeveloping a robust mobile marketing strategy can de- action, and ultimately, results.liver extremely compelling results. Stephen Upstone is vice president of sales at Velti,Well-run, large-scale SMS promotions and loyalty cam- London. Reach him at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 8
  • 7. Open Rich Media Platform for Mobile Check  out  the  latest  rich  media   examples  created  with  miSpot,  or   go  to  on   your  mobile  browser.
  • 8. Stop talking and listen: Two-way communication of mobileBy Shuli LowyF or many companies, mobile marketing simply means capturing as many phone numbers as possible and pushing out marketing messages to their database.While lists of phone numbers may be useful points ofcontact, each phone number belongs to a unique per-son with specific interests, income levels, preferences,prejudices and wishes.Marketers often lose sight of the people behind the end-less pile of numbers. They overlook the unique opportu-nity mobile provides for going beyond the numbers andgetting to know something about the users. their opinion will feel better serviced. When possible, useUnlike a commercial, newspaper ad, or billboard in which unique coupon codes for each consumer. This will enablethere is no room for a two way communication, mobile you to track their purchases and thereby predict whatmarketing has the ability to spur a dialogue between a their future purchases may be.consumer and a company. Instead of receiving a cookie-cutter mobile couponThis is infinitely more valuable since it creates a personal promising a 10 percent discount, imagine a consumerconnection between the mobile user and the brand and getting a text that reads:helps marketers optimize their messages by ensuring thecontent caters to the characteristics of each individual “Samantha, we just got in beige heels that go perfectlyend-user. with the green dress you bought. We’re putting them aside for you in size 8.5.”Here are a few ways to spur a two-way communica-tion with your consumers: Without doubt, the latter option would be considerably more e ective at driving sales.Use your mobile campaigns to take polls. Ask consumersto text in their favorite athlete, dish on a menu, article If you listen to the voice of consumers’ mobile activity,of clothing, or anything else connected to your business. you can respond to them in the appropriate language. Increasing the multi-directional communication allowsThis information will allow you to learn more about your companies to build personal connections with each con-consumers and may also provide interesting insights into sumer and target their messages appropriately—ensuringhow you run your business. each message is relevant and desirable to the end-user.Allow consumers to text comments about your product Wise marketers realize that the goal of mobile marketingor service to your customer service department. This will is not just to acquire contacts, but rather to build rela-make it more convenient for individuals to provide feed- tionships and long-term value.back on their purchase experience and for your companyto improve its products accordingly. Shuli Lowy is Beverly Hills, CA-based manager of client services and marketing Manager at Ping Mobile. ReachAdditionally, consumers who have the chance to voice her at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 10
  • 9. Your customers are visiting your Web and mobile sites through iPhones, Blackberrys,DO YOUR WEB Androids and other smart phones... but do you know what your website looks likeAND MOBILE from all of these devices? Take Compuware Gomezs Cross-DeviceSITES WORK Website Compatibility Test and:PROPERLY ON Identify browser problems that impact your end-users Ensure device compatibility issues do not result inTHESE DEVICES? lost revenue and brand equity See how your website renders across four real mobile devices: iPhone 3GS BlackBerry Storm 2 iPad Nexus One (Android) COMPUWARE.COM/INSTANTTEST
  • 10. How to craft a mobile advertising campaignBy Alison GensheimerM obile advertising is no longer a niche technology The steps to get there are simple and often overlooked. market where only large brands with the ability to carve out a percentage of their digital media Step onebudgets dominate. Start with the end in mind.Today mobile media has a budget of its own. It is not When we began as marketers and media buyers, we didjust about the media. Platform advancements have taken little without a clearly defined static and dull banners and turned them intovaluable engaging experiences. However, innovative technologies made it more di cult to measure, so we all started throwing things at the wallIn short the mobile advertising industry is a lot more just to see what would stick.complex today. Therefore it is imperative that a mobileadvertiser has a complete and flexible plan when ap- Not anymore.proaching their mobile strategy. Advancements in targeting and end-to-end reporting en-A successful mobile advertising campaign is a combina- able us once again to have a goal. Goals can be as simpletion of goals, statistics, creativity and an intuitive knowl- as generating clicks or as complex as in-store visits.edge of the mobile consumer.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 12
  • 11. You should try drawing the full mobile advertising user experience on a piece of paper and handing it to anyone sitting next to you. Do not stop there. Once the ad is in QA ask you coworker or friend to test it. You will learn a lot about how the average user engages by simply asking. Once live, check your reporting regularly to see if us- ers are participating they way you hoped. If not then change it. Step fourEither way, a clearly defined goal is essential to proving Be creative and do not be afraid to try something new.the value of your mobile advertising plan. We were only able to arrive at this moment because those before us succeed and failed. They put themselvesStep two out there.Understand and respect the consumer. To quote Steve Jobs, “Be hungry, be foolish.”As more devices enter the mainstream, the more con-sumers are bombarded with advertisements. Also be ready, it may not work. But what you have gained is something greater. You now know something that noYou likely have a great brand, one that you are very one else knows, that it did not work.proud of, but just because your brand is great does notnaturally mean that consumers will give up their time Finally, pick the right mobile advertising partner. Theand energy to engage with it. right partner is hard to find.The formula is simple. O er consumers value in a quick First and foremost they will be interested in tracking asengaging manner. much of the user experience as possible.Two clicks and they are in. No reporting, no go.Step three Additionally, they will challenge you to think throughConsider the complete user experience, not just the your goals, target, placement and end-to-endmedia advertisement. The advertisement is just user experience.the beginning. Lastly, the right partner does not stop working forThink through where the user entered the ad. What did you when the campaign goes live – that is thethey give up to engage with your brand? What will they easy next? They work throughout the entire campaign, op-We are operating on one of the most highly timizing and suggesting changes that achieveinterruptible channels – phone calls, text messages, a your goals.tunnel – all these things can take your consumer out ofthe mobile advertising experience. Alison Gensheimer is director of customer development at Velti, San Francisco. Reach her at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 13
  • 12. Live it to sell itBy Judy HamiltonW ith the rapid adoption of smartphones by con- sumers, the pressure on traditional marketers to go mobile is mounting.Unfortunately, many marketers have succumbed to theshiny object syndrome and a lot of throw-it-out-therecampaigns have been created just so their brand can beviewed as leading-edge.This lack of strategy has turned mobile consumers oand hurt mobile marketing e orts in general beforemarketers even really got started.The good news is that marketers are now taking astep in the right direction to solve this by seeking helpfrom agencies and developers that have experiencewith mobile. The bad news is that the conversation between mar- keter and mobile professional often seems to focus on which smartphone to develop for or disputing mo- bile Web versus native app or QR code versus near field communication. These are important options to consider, but there is a fundamental step that is being missed. Understand the smartphone user As a brand marketer, have you actually experienced what your mobile customer does? In other words, do you own a smartphone? The number of marketers moving into mobile who an- swer “no” to this question might shock you. Why is this important? It is like trying to market a new high-performance sports car when you have never actu- ally driven a car. Marketers must take the time to understand what their customers want at that critical moment in time when they opt-in to engage with a brand. Equally important is determining how you can reward customers for partici-Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 15
  • 13. pating in this highly coveted one-to-one medium.With mobile marketing, you must always put yourself inthe head of the customer who will be asking, “What isin it for me?”No agency or developer knows your product or your cus-tomers better than you do.But, do you know what your customers want when theyare out and about, smartphone in hand?The only way to really figure this out is to get mobileyourself and become your own perfect mobile customer.If you experience what your customer does on a dailybasis, you will not only see where your product can betruly useful to them, but also the potential for alliances them all about your beer.with other complementary brands that can extend yourreach and increase your ROI. However, a more valuable solution for your customers would be to list all the pubs in the area that carry yourFor example, say you are a marketer for a microbrewery beer and use geo-location to show them where the clos-and you want to place an outdoor ad highlighting your est one is that is currently serving it up.latest craft ale. You could simply provide a link on yourad that takes your customers to a mobile site that tells Even better, you could partner with each of the local pubs and post a QR code coupon that when scanned of- fers customers 10 percent o of a bucket of wings for every friend they bring with them. Marketers who o er rewards and benefits to their mobile customers, not only make a sale, they make satisfied cus- tomers who are more than likely to do it again. To really understand today’s mobile smartphone custom- ers, marketers have to walk a mile in their customers’ shoes – literally. What you will find at the end of your long walk is that all you really want is to find the closest tall, cold one and maybe get a deal on a snack if you bring your friends. In other words, you have to live it to sell it. Judy Hamilton is founder/CEO of TerraTap Technologies Inc., New Westminster, British Columbia, Canada. Reach her at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 16
  • 14. Text message marketing: Who’s opting in?By Derek JohnsonW hen you look at a recent Pew Internet study segment having the on Americans and SMS usage, it is no surprise highest past participa- that 18-24 year olds send and receive a ton of tion rate in a text mes-text messages. sage campaign, it was actually the 25-34 ageOn average 18-24-year-olds are sending and receiving segment with an aver-almost 110 text messages per day. It is no surprise either age 58 percent partici-that as you look at text messaging with each older age pation rate.segment, there is a significant drop in usage when com-pared to the 18-24-year olds. The 18-24-year-old segment came in sec-How big of a drop? Well 18-24-year-olds send more ond at a significantly lower 42 percent participation rate.than double the text messages as 25-34-year-olds and23-times the amount of text messages as users who are The second key di erence we found was that gender65 or older. played a predominate factor in the likelihood of having participated in a text message marketing campaign.Most would assume that with higher text message us-age within the youngest age segment, there would also While the Pew Internet study found that text messagebe a higher percentage of participation in text message usage by both males and females varied by only two per-marketing campaigns. centage points, 40.9 percent and 42 percent respectively, our survey results indicated there was a much greaterThis assumption that age segments that send more text di erence in their past participation in a text messag-messages are more likely to have participated in a text ing campaign. It was found that 39 percent of femalesmessaging campaign is incorrect. reported to have participated in a text messaging cam- paign, while males were 9 percentage points higher, atIn August 2011, Tatango released a report based o a 48 percent.survey of 500 U.S. consumers, which explored this con-cept. In the report, we detailed two key di erences be- Most interesting was that in the 55-plus age segment,tween text message usage and the likelihood of having the di erence between male and female participationparticipated in a text message marketing campaign. in a text messaging campaign was nearly 20 points, 40 percent and 21 percent respectively.The first di erence we found was that while there wasa rough correlation between sending and receiving text So what can we learn from this study? I think themessages and having participated in a text messaging most important takeaway is to not discount text mes-campaign, the di erences between younger and older sage marketing as only something that will appeal to aage segments were not nearly as recognizable. younger customer.While the biggest gap in text message usage be- While the older age segments may not be sending astween age categories was a staggering 23-times, many text messages as the younger generation, olderpast participation in a text messaging campaign pro- age segments are not to be forgotten when planning andduced less than a two-times di erence between executing your text message marketing campaign.age segments. Derek Johnson is the CEO of, Seattle. ReachIt was also found that instead of the 18-24-year-old him at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 17
  • 15. Mobile strategy should employ multiple means of engagementBy Je HasenC TIA reports that mobile phone penetration in the United States is greater than 96 per- cent with more than 300 million current wire-less subscribers, 72.5 million of which are usingsmartphones (comScore).Now let us consider the large number of operating sys-tems – iOS, Android, Microsoft’s Mango, BlackBerry –and the ever-increasing di erent devices in use.Savvy brands understand that we are each individu-als when it comes to our mobile devices. Leadingbrands such as Macy’s, MillerCoors and Ford under-stand this concept, and provide multiple options formobile engagement.This has led to a number of successful mobile marketingand advertising programs.Macy’s multichannel approachIn spring 2011, Macy’s launched its Backstage Pass pro-gram, which engages shoppers in-store via multiple callsto action to use a mobile device.Recognizing that notall its shoppers haveQR code readers, theiconic departmentstore added a shortcode to in-store Shoppers can even enter a sweepstakes to win Macy’ssignage, giving con- gift cards.sumers a choice andensuring that no one The program has gained wide acclaim and interaction,is left out. sparking Macy’s to implement a second video series for the fall shopping season. Click here to watch the video.When the QR code isscanned, or the short code is texted shoppers are for- MillerCoors scores with sports fanswarded to a backstage look at a video from the designer MillerCoors, the second largest beer company inof their choice including Kenneth Cole, Sean “Diddy” America, recognizes that beer and sports go handCombs, Tommy Hilfiger, Michael Kors, Rachel Roy, Jes- in hand.sica Simpson and Martha Stewart. The company designated nearly 75 percent of its adThe videos o er design suggestions, style tips and more. spend to sporting events in 2010.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 18
  • 16. The brand’s goal was to include mobile calls to action in its national print, radio and TV advertisements to give potential customers an opportunity to interact with the car brand on a personal level. The first phase of FordDirect’s program included add- ing short codes to its national ads for the Ford Year End event. The car company was able to generate more than 1,000 leads across 38 regional dealer groups and achieve a 12.5 percent conversion rate. In 2011, Ford is projected to spend $1.3 billion on ad- vertising, primarily targeted at creating leads that turn into sales. As part of that e ort, FordDirect has now expanded its mobile marketing program to include all of its print and TV advertisements. The program has achieved a 15.4 per- cent lead conversion rate. The success of these programs has led to an expand- ed program which includes QR codes among otherHowever, MillerCoors recognizes that there is a substan- mobile channels.tial opportunity to take these advertisements to the nextlevel. By adding a mobile element to its advertisements, Give the customersMillerCoors is able to connect with customers and build what they wantlasting relationships. With a myriad of ways for people to consumeMillerCoors tapped Hipcricket to run a cross-media mar- mobile content on a hostketing campaign, leveraging traditional mobile elements, of mobile devices, whyto help increase awareness of the Coors Light brand dur- should a brand’s mo-ing Super Bowl XLV and the Miller Lite brand during the bile playbook only have2011 NCAA tournament. one play?These campaigns included QR codes, mobile Web sites, By choosing to implement only a QR code or onlySMS and contesting. an iPhone app, for example, brands are exclud- ing a large portion of their potential customers.The campaigns resulted in over 159,000 interactionsfrom 86,000 mobile participants and over 60 percent of However, by implementing a mobile strategy that em-which fell into one of MillerCoors’ key demographics – ploys multiple means of engagement, brands give thethe 21-34 age range. customer choices in interaction – and this has proven to be a very successful strategy.FordDirect focuses on leadsFordDirect, a joint venture between Ford Motor Co. and Je Hasen is chief marketing o cer at Hipcricket, Kirk-its dealers, implemented its first mobile program in 2010. land, WA. Reach him at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 19
  • 17. Converting a mobile impression into a clickBy Lindsay WoodworthA great mobile advertising campaign is just not a well-designed ad banner, QR code or SMS dis- played to a targeted audience. A great mobilecampaign is one that converts an impression to a clickand a click to an engaged customer.Many companies are missing the mark in mobile. Toomany mobile advertisements and QR scans take users toa desktop-sized Web site instead of a mobile site.Mobile landing pages and mobile microsites provide amobile-friendly and hyper-focused experience that isdesigned to accomplish the singular goal of your adver-tising e orts – conversion.Mobile landing pages provide the critical next step inan advertising message and can easily be leveragedeven if an advertiser does not have an existing companymobile site.A shockingly high 63 percent of marketers are not mea-suring or do not know the return on investment of theirmobile campaigns, according to a King Fish Media studyconducted in May 2011. ing time at an airport – calls to action must be appropri- ate for the mobile user.A mobile landing page created in support of a mobileadvertising campaign also o ers an extended level of There needs to be a measurable response beyond generalvaluable metrics for the advertiser. branding information.So how can mobile advertisers best leverage mobile Here are a few examples:landing pages?Similar to online advertising, start by connecting thecampaign messaging and design of the mobile advertise-ment to its landing page.Once you have converted an impression to an engagedviewer, an e ective headline that can be read in threeseconds or less and an obvious call-to-action comeinto play.Considering the characteristics of an anytime, anywhere To achieve success with mobile advertising, advertisersmobile audience – on the soccer field, in a store, or kill- need to map out the entire mobile user experience.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 20
  • 18. That determines the best approach to copy, creative, de- 4. Do not use Flash or fancy JavaScript. Not all phonessign and technology. support it.Here are a few best practices for mobile landing pages Mobile engagementand common pitfalls to avoid. 1. Take advantage of the mobile channel’s unique fea- tures such as click-to-call, interactive maps and loca-Messaging and copy tion-based promotions.1. Keep copy very concise and put the most importantinformation at the top. When you think you have cut 2. Provide a link to your main Web site to allow viewersdown on copy, cut some more. the option of using the site they already know. This is also a common request for tablet users.2. Make it obvious what you want your viewers to do. DevelopmentDesign 1. Minimize the load time. It does not matter how in-1. Create finger-friendly buttons and well-spaced links triguing your content is if it takes too long to load. Youto eliminate the possibility of frustrating viewers that hit risk a negative brand impression and lost page views.the wrong link. 2. Keep page titles short allowing viewers to know what2. Keep the design clean and make sure graphics are page they are on. Mobile browsers and bookmarks typi-readable even when sized down. If viewers have to scroll, cally display between 25-40 characters.make them scroll down, never across. Lindsay Woodworth is director of market-3. Maintain a consistent brand look so consumers feel ing at 2ergo Americas, Arlington, VA. Reach hercomfortable interacting with you via the mobile channel. at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 21
  • 19. Maximizing pay-per-call profitsBy Earl BrownA s pay-per-call marketing professionals we must The standard qualifying window eliminates the deliver more than just prospects on the phone. We need to delay call response with a filter intercept, also need to provide our advertiser clients with but caller’s interests and innate skepticism mustthe advice and expertise needed to help them wring out be considered.maximum value from their calls. The most likely setup is calls are answered live by theCall tracking and call management are obviously im- advertiser’s sales team during business hours withportant features, but there are many other elements a overflow and after-hours calls going to a call centersuccessful pay-per-call campaign needs to evaluate or voicemail.and prioritize. Telephone technology captures caller ID and contact in-Every component must be weighed to determine formation even if the caller hangs up without leaving athe contribution each makes to the campaign’s message. Is it OK to call them back? Probably OK if a calloverall success. back notice is included in a pre-recorded message.Objective: The first thing to look at is the campaign’sobjectives. What is the advertiser’s goal? Sales? Promo-tion? Information? Branding? Lead generation?Each aspect needs to be carefully analyzed in orderto provide the advertiser with the most interested,qualified prospects.Product: Is it unique? Complicated? Specialized? Does ittake experienced sales people to handle prospects’ ques-tions or can call center agents do the job?The beauty of the pay-per-call model is the ability totake general-interest calls and walk prospects down thepurchase path through the research and shopping stagesto the purchase point, but you can bet the caller hasquestions that need specific answers.Call source: What’s the caller responding to? A mobiledisplay ad or video? SMS message? Publisher’s skyscrap-er? Web form? Yellow Pages? Breakout microsite?Advertising encourages prospects to call for information,and pay per call provides the one thing advertiser’s prizeabove all else – customer engagement.Response: How are calls answered? Advertiser’s salesteam? IVR? Call center?Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 22
  • 20. ence and is being replaced by direct- response CPA. As this trend grows, the e ectiveness of every ad, listing, click and impression will be scrutinized thoroughly. A click to a Web site pales in compari- son to the value of a telephone inquiry by a motivated prospect. Performance and accountability Advertisers do not want impressions or clicks. They want clients and customers. Performance and accountability is now the name of the game. The current interest shown by Google, Commission Junction and Linkshare to name a few, proves that PPCall is here to stay, and the demand by advertisers to buy calls is evidence that this new marketing model is gaining traction. Advertisers also are beginning to real- ize that unlike most other forms of CPA marketing, PPCall is easy to understand, quick to learn and tough to game. And, that the 40 percent average PPCall conversion rate is ten times better than the 4 percent average conversion rate of a liate marketing.They are obviously interested in the product or they Mobile is the ideal platform for generating, tracking andwould not have called in the first place. delivering PPCalls.There are a lot of other aspects a successful pay-per-call Chief marketing o cers need to know how to maximizecampaign must consider: their PPCall ROI, which they can do by targeting, filter- ing and appealing to their market.Audience profiling, creative production, IVR greeting,mobile video, pricing, fraud, tracking, recording, data This helps to better allocate their media budgets.portal, analytics and account management. Earl Brown is CEO of ValueLeads, Santa Barbara, CA.PPC, CPM and similar advertising is losing influ- Reach him at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 23
  • 21. Mobile audience micro targeting in the real worldBy Gregg StewartW ith global mobile advertising spend projected er, remains extremely challenging today due to the to reach $20 billion in 2015 (Gartner Research, technological fragmentation that exists at the de- June 2011) it is hard not to be excited about vice, operating system and browser levels of themobile marketing. mobile ecosystem.The global proliferation of smartphones and tablets, the In addition, for reasons related to technical complex-emergence of HTML5 as a mobile browser standard and ity and consumer privacy concerns, the sophisticatedinnovations such as location-based services, direct mo- ad serving systems that enable direct demographic,bile payments, and augmented reality promise to revolu- behavioral and contextual targeting and retargeting intionize how retailers, brands and marketers engage and the world of online display advertising have not yet beeninteract with consumers. fully developed in the mobile ecosystem.One-to-one marketing For online marketers used to operating in the traditionalMobile may well be the medium that for the first time desktop display environment, the complexities of theenables marketers to consistently deliver one-to-one current mobile ecosystem can seem daunting.messages that engage, delight and inspire consumers toimmediate action. However, opportunistic mobile marketers have devel- oped innovative data-driven approaches to audienceThe development and broad-based deployment of targeting that exploit this complexity to gain improvedsuch engaging mobile-optimized content, howev- campaign performance. One such approach is progressive targeting. Progressive targeting While traditional online marketing relies on buy- ing tra c from sites with demographics that match those of target users and that consequently are expected to convert well, progressive target- ing is a structured analytic approach to mobile marketing that empirically and precisely identi- fies which segments convert well and which ones do not. Within progressive targeting, a “segment” is de- fined as a multi-variate combination of click stream data elements and, in general, the more complex the data available, the more precise the micro-targeting. With such an approach, the fragmentation of the mobile ecosystem becomes a power- ful enabler of enhanced audience targeting and campaign optimization.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 24
  • 22. are not. These learnings can be im- mediately fed back into the media buying targeting sys- tems, with a clear and im- mediate positive impact on campaign performance. The most sophisticated mo- bile campaigns integrate click stream data such as lead quality, sales and life- time value from the adver- tiser’s customer relationship management system. Depending on the advertiser, o er and campaign, these variables could indicate an app download or installa- tion, a call to a sales cen- ter, a Web site login, use of a free trial service, upgrade to a premium service, a purchase or any other consumer ac- tion that the advertiser is ableSegmentation is accomplished by visualization to track through a Web site, app orof the click stream data from one or a series of call center.test campaigns. Such tracking enables highly-optimized targeting of seg-A simple yet e ective click stream data set would inte- ments that are most likely to convert on the o er, evengrate data elements from both the ad network and the for long tail media buyer’s systems. Although fragmentation in the mobile ecosystem con-Click stream data from a mobile ad network typi- tinues to be a challenge for retailers, brands and mar-cally includes timestamp, handset, carrier, encoded keters, it is possible to take advantage of the resultingpublisher or site identifier and category, channel or complexity to improve audience targeting and overallkeyword designation. campaign performance.Click stream data from a mobile media buyer’s platform Progressive targeting based on visualization of multi-typically includes campaign name, creative identifier and variate click stream data is one such proven approach.links to the campaign hierarchy. Gregg Stewart is vice president of new media platforms atVisualization of the click stream data will clearly iden- Neverblue, Vancouver, British Columbia, Canada. Reachtify segments that are out-performing and those that him at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 25
  • 23. 8 tips for successful mobile app promotionBy Micah AdlerC onsumers have an insatiable appetite for down- or sheer “wow” factors that can equal the power of a loading the hottest new applications that reside top ranking. among the half a million crowding the app stores. The challenges of app promotion are complex and canAs a mobile marketer, this spells both challenge and op- easily consume large chunks of your marketing budget.portunity. Those 500,000-plus apps are competing with But they do not have to.yours for users. How can you ensure that they will findand download yours? The following eight simple and proven best practices can help you improve your mobile app marketing results andThe solution is in loyal user acquisition. achieve your business goals.Loyal users are those who take an action, such as an in- With app ad copy, less is more. Unlike traditional ad copy,app purchase or registration. And the key to attracting mobile real estate is limited.loyal users is app store visibility. Keep your ad text short, punchy and straight to the point,There is no amount of buzz, PR, one-o ad campaigns and make your call to action immediate and valuable. Write your landing page for mobile consumption. When composing your app store landing page, do not focus on how it will look on the desktop, but rather how it will look on mobile devices, since this is where the majority of app download decision-making will occur. Drive downloads through your title. When creating your app’s title, look beyond your brand and also consider terms of app store search results and conversion of users who arrive on your app store landing page. For example, if you have a photography-oriented app, speak to the functionality of the app in its title by referencing a fea- ture such as “picture color.” This way you are just as likely to appear in the app store search results for a user looking for a “photography” solution. Work with as many tra c sources as possible. Using just one tra c source like a mobile ad network, real-time bidding platform or incentive based program can limit your results. It is better to work with as many tra c sources as pos- sible. This will enable you to reach your largest potential audience, realize the lowest-possible acquisition cost,Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 26
  • 24. and also protect your app from audience saturation. users. You should be actively targeting organic users be- cause they are the most likely to become your loyal users.Focus on loyal users. Loyal users are most critical to yourbusiness success. Consider di erentiated or alternative categories. Your app probably fits into a number of categories and, whileHowever you cannot rely solely on your tra c sources to your gut instinct may be to place it in one of the mostdeliver them. It requires your initiative. popular categories, you may fare better in an alternative category with a higher ranking opportunity.To get loyal users we recommend the following: For example, it might be better to rank fifth in a smalleryour success metrics and goals category as opposed to 25th in Games. Know which tra c sources drive loyal users. Based onloyal users your definition of a loyal user, you need to understand how many loyal users you are generating from each ad network and tra c source, and at what cost.Drive and track downloads from organic users. Organicusers are those who actively seek and download your app Measure and recalibrate to get the mix right.without any paid marketing influence. Micah Adler is CEO of Fiksu, Boston. Reach himThey have a much higher lifetime value than ad-driven at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 27
  • 25. Mobile bifucrates into two distinct advertising practicesBy Harry KargmanT he current mobile advertising landscape has bifur- of success. The context of where the ad appears is less cated into two separate and distinct advertising relevant, if relevant at all. practices. The first is the direct response opportu-nity where advertisers are looking for reach and conver- The challenge of this model from a publisher per-sion based upon pre-defined metrics. spective is that it creates a race to the so-called bot- tom from a pricing perspective – commoditizing theThis practice is less concerned with the quality and con- value of tra c, in general, since the price per clicktext of where the ads run and more concerned with per- from a adult site, blog, social networking site or ama-formance – getting the lowest pricing on a cost-per-click teur Web site, has the same value as that of a well-(CPC) basis or numeric conversion on acquisition metrics known, professionally edited, nationally recognized sitesuch as downloads of a particular application from the or app.iTunes app store. The context of where the ad appears is only as relevantReach and conversion in so far as the performance.In the performance game, the advertising serves as ameans unto an end, meaning the goal is a click to a site A site or app is only rated upon a conversion metricor downloads of an app, and they are the sole metrics against one another.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 28
  • 26. For those advertisers looking to achieve a very spe- ported across most mobile-optimized sites and apps.cific goal, where brand-safe context is irrelevant,this approach is best served by negotiating the Therefore, advertisers and marketers can easily create,lowest CPCs possible while measuring campaign manage and measure these campaigns and produce themperformance rigorously. in scale.The downside of this approach is that it does not However, the challenge with this simplistic approach istake into account potential brand dilution or even making the e ectiveness of the creative, or lack thereof,harm since CPC campaigns tend to run on bottom- work from a campaign objective standpoint – a.k.a abasement sites. high engagement rate.While many smaller advertisers who buy keywords or A standard display banner on a rich HMTL5 or xHTMLchoose performance campaigns may not want to pay a site or within a iPhone or Android app will be lost in thepremium to assure transparency in site relevance and content surrounding it.context, those brands which spent years and untold re-sources to create and build their brands should be very If the campaign is measured for e ectiveness via metricscareful when buying in this way as performance cam- such as click-through rate, it is natural that the rate willpaigns do not come with transparency. be suppressed – if the content is more attractive than the ad.Context and placementThe second approach is a display advertising opportunity Therefore, there needs to be innovation to this approachwhere context and placement of the advertisement on a where the display advertising and branding objectivessite or app is considered a critically important compo- are met by having the advertising creative be supportednent in the overall campaign objective. by the content around it.While other metrics such as click-through rate are In essence, the advertising needs to be considered asmeasured to determine e ectiveness of the cre- interesting, or more engaging than that of the contentative, this approach at its core recognizes that con- surrounding it.text and placement of an ad does indeed influenceconsumer perceptions. Beyond the banner Given this challenge, there are a number of mobile richOne of the initial and guiding principles in the buying media advertising units that have recently come to mar-decision is to situate the advertising in content that will ket from companies such as Medialets, Crisp, Vdopia,reflect well on the brand and brand objectives. Phluant, Sprout and Celtra.The challenge in this approach is determining if These units provide a relatively easy way for brand ad-the creative – in many cases, the banners – have vertisers to run e ective display campaigns that gener-the level of e ectiveness from an influence and ate consumer interest and awareness with higher click-engagement perspective. through rates.The advantage of standard mobile banners both on site These rich media units are less standard than those ofand in app is that they are easy to produce, tra c and banners and require more thought from a creative stand-report on. point. However, they generate greater returns to the brand advertiser.The mobile industry has created Mobile Marketing As-sociation industry-standard banner sizes that are sup- This is a great first step in the augmentation of theMobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 29
  • 27. advertising experience. tegrate into the content where the result is fresh and compelling.The second logical step – potentially leap, if you will – isto create context sensitive rich integrations within the The industry should focus on driving engagement andsites and apps themselves. participation while creating real value for the consumer to participate and interact with the advertising.A banner campaign or even rich media campaign willhave di culty competing with well-executed, contextu- The next level is to go beyond the banner by rallyingally relevant content integrations where the advertising around a few key easy-to-create and reproduce contentis integrated into the content itself. integrations that advertisers can confidently buy and measure producing real value with overall engagement.The concept is simple: to build advertiser-sponsored rel-evant content extensions into the very fabric of the site Standardization of these few rich mobile content inte-or apps. The advertising surrounds the content and in grations should be the aspiration and goal for 2012 forsome cases becomes the content. the publishing industry.The objective of the publisher community should be Harry Kargman is founder/CEO of Kargo, New York. Reachto create standard ways in which advertisers can in- him at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 30
  • 28. Mobile advertising: Why it’s got to be richBy Elena PerezS martphones and tablets have propelled us into By incorporating video content and image galleries the future, where rich information and entertain- directly into creative ad units, brands give users more ment leap o our screens, draw us in by fingertips options for deeply that we crash blindly into one another whilewalking down the street. The integration of Facebook and Twitter take advantage of mobile consumers’ social media habits and extend theFor marketers, mobile’s growth represents an excep- connection between consumer and brand beyond the lifetionally personal environment in which to connect with of the campaign.consumers and an exceptionally fertile ground to delivermeaningful display advertising. Nielsen recently reported that 53 percent of social net- workers follow brands and 40 percent are accessing viaGives them what they want mobile devices.The ability to touch, shake and spin a device adds anew dimension of interaction that device owners love Forms for data collection, store locators, click-to-callto explore. buttons and shopping carts directly in an ad unit drive users further down the purchase funnel.The portability of the device raises the bar for the kind ofmedia consumers expect on the go. Preserve the integrity of user experience Tour target audience is engaging with an application orThis new mix of interaction and expectation opens the mobile Web site because they are interested in the con-door to truly meaningful engagement. tent or information provided. Anything that disrupts thatMobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 31
  • 29. the cost and e ort of your simple static ad. Measurement and delivering ROI Mobile rich media is 100 percent measurable. Whether delivered to app or mobile Web site, every one of the interactions that are built into a creative can be mea- sured to give you complete in- sight into the performance of your campaign. Measure the time spent en- gaging with creative, track the number of users who share your brand message, how many times a form was filled out and how far down the funnel your creativeexperience can undermine a brand’s investment. leads consumers.Rich ads allow brands to engage without breaking conti- Rich media o ers more than just a click-through, it tellsnuity of experience, enabling consumers to watch prod- a comprehensive story of the ad unit’s success and pro-uct demos, scroll through product specs, virtually drive a vides valuable insight for your next and share a brand message with their closest friendswithout asking them to a new environment. Mobile rich media has evolved quickly In just a short period of time, mobile rich media hasThe recent Polo Ralph Lauren sponsorship of The New evolved from an opportunity fueled by cutting-edge nov-York Times’ iPad app made it possible to access an in- elty to one that o ers a full spectrum of creative pos-depth catalog, complete with live video and an in-ad sibilities that meet the needs of di erent brands, indus-unit shopping cart without leaving the app, providing a tries and – importantly – deadlines.more seamless experience that fosters a better percep-tion of both the publisher and brand. Now that you can use mobile rich media to deliver seam- less experiences that rise to the expectations set by theThe self-contained experience of mobile rich media pro- dynamic devices on which they run – without gettingvides another important benefit. cut on the bleeding edge - perhaps the next person who blindly crashes into you while walking down the streetBy enabling brands to lead users all the way down the will be locked into a deep and meaningful engagementfunnel to lead generation or even purchase, mobile rich with your becomes a viable alternative to developing, pro-moting and maintaining a mobile app or mobile-opti- Elena Perez is director of marketing at Medialets, Newmized landing page, both of which incrementally a ect York. Reach her at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 32
  • 30. Case study: Discovery Channel’s Storm ChasersBy sta reportsM any verticals have embraced mobile advertising, but entertainment in particular has seen early and consistent success in tapping into the cre-ativity and impact of the mobile environment.The Discovery Channel is notable among entertainment’smobile innovators, with standout work including themobile rich media campaign supporting Season 4 of thepopular series, Storm Chasers.“We wanted to create a campaign that captured the ex-citement and spirit of Storm Chasers,” said Sal Cande- la, mobile director of PHD. “We knew from previous experience that Medialets could deliver a memorable and immersive cam- paign that met the campaign’s goals.” Campaign goals The mobile component the target audience. was part of a broader mix designed to drive PHD and Medialets had previously collaborated on tune-in for the cable a number of rich media campaigns, including the program, targeting campaign for HBO’s True Blood. adults 25-54 who are receptive to media Mobile rich media creative was chosen to give consum- content that involves ers a first-person point-of-view of a storm. sports, character- driven human-interest The creative execution initiated as banner that expanded stories and hands-on when the user taps anywhere in app. technology fun. The expansion launches a tornado that takes over the Execution app screen, speakers and even vibrates. The Discovery Chan- nel worked with me- Then, the tornado wipes away everything in its on-screen dia agency PHD. PHD path and cracks the iPhone screen. enlisted Medialets to create, deliver and As the tornado faded away, the user is prompted to measure a rich media tap-to-watch the full screen Storm Chasers season campaign that reached 4 trailer.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 33
  • 31. The trailer then plays inside the app to avoid disrupting the Several of the brand attributes associated with Stormuser experience. Chasers also grew; “is fascinating” grew 16 per- cent and “is a program I’m excited about” grewResults 19 percent.The immersive Storm Chasers creative delivered morethan 5 million impressions across multiple apps. Itwas well received by users, generating instant buzzon Twitter and coverage in industry trades such asMobile Marketer.The campaign was also recognized by the MOBI Awards,OMMA Awards and IAB MIXX Awards.The engagement rate for the campaign averaged 17 per-cent, exponentially higher than online rich media’s low,single-digit benchmarks.An Insight Express study was also conducted, giving ad-ditional insight into the campaigns success.More than 60 percent of those exposed to themobile campaign had a favorable opinion ofStorm Chasers and would be willing to watchthe program.In fact, after exposure to the mobile campaign, intent toview grew by 28 percent.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 34
  • 32. Legal screenshots for interactive, integrated campaignsBy Susan Tillotson BunchN ielsen Co. predicts that smartphones will surpass You might consider these questions as you enthusias- feature phones by November 2011. Besides old- tically plan your company’s next cutting edge mobile- fashioned talking and messaging, consumers now plus campaign.use location-based features, such as mapping, check-ing-in and tagging, which create exciting advertising Will your promotion include free o ers, productopportunities to target specific audiences. health or e cacy claims, restricted o ers or kid- directed ads?Ironically, as the communication technologies and de- General advertising rules such as material terms andvices compress, the variety of potentially applicable conditions, no unfair or deceptive representations, claimregulaions expands. substantiation and CARU Guidelines still apply. Are your disclosures easily viewable? Adequacy of disclosure in a mobile medium may turn on screen features, accompanying animation, distracting graphics or other dynamic content, run time, font size and pixel resolution. Do not expect regulatory sympathy for compliance ob- stacles posed by shrinking real estate. Will your campaign encourage word-of-mouth praise from loyal customers? If so, make sure you can satisfy substantiation and ma- terial connection disclosure requirements for endorse- ments and testimonials. Will you o er prizes? Sweepstakes, games of chance and contests are subject to often overlapping legal requirements, including gam- bling and lottery prohibitions, registration requirements (often with surety bonding) and o cial rules disclosures. Requiring an entrant to pay for a text message, give up do-not-call rights, opt in to a mobile alert database, ex- pend substantial e ort, transfer rights to user-generat- ed content or satisfy other conditions may amount to consideration, requiring a separate free entry method to avoid a lottery challenge. In addition, premium text-to-enter sweepstakes that of- fer nothing of value to MMS entrants other than an en- try may be challenged as illegal lotteries even if a free method is o ered.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 35
  • 33. sion of privacy, or more creative theories like trespass, stalking and computer fraud. Informed consent is top priority but notice will not likely be one-size-fits-all - rather, the nature, frequency and prominence necessary for adequate notice will turn on factors such as sensitivity of collected data, its intended use and disclosure, transparency of collection, and the collection mechanism, i.e., whether it is automatically collected or requires a rmative consumer input. Online boiler-print disclosures will not su ce for mul- tichannel campaigns encouraging immediate and direct consumer interaction. Will you collect data from tweens or younger? Mobile campaigns are equally subject to COPPA Rules, and if approved, proposed and expansive amendments will directly and substantially impact mobile, online and behavioral marketing to kids under 13. Clearly, an ounce of prevention – awareness of potential hazards illustrated above – when planning your exciting multichannel mobile-integrated campaign – is worth a pound of cure – dollars spent redesigning a campaign, defending distracting litigation, or implementing PR damage control. Acquainting oneself with questions above can reduce le-Do you plan to push text messages to consumers or gal headaches while optimizing marketing benefits fromencourage them to post promotion-related messages these promising new advertising tools.on their Facebook or MySpace pages?If so, beware of potential Telephone Consumer Protec- Susan Tillotson Bunch is an attorney at Thomas & LoCi-tion Act and Can-Spam claims. Facebook posts by con- cero PL, Tampa, FL. Reach her at may be treated as your spam and invite litigation.What consumer data are you collecting, usingand sharing?Privacy issues are churning as lawmakers rush to appeaseconstituents who often voice fears of identity theft onMonday, yet cheerfully blog, tweet or post intimate de-tails of their personal lives on Tuesday.Interactive campaigns involving data collection, QR codescavenger hunts, location-based gaming and check-inincentives could trigger individual or class actions claim-ing breach of privacy policies, false advertising or inva-Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 36
  • 34. How to deliver one message to multiple platformsBy Martin HaywardN ew mobile devices hit the market rapidly over same content – screen sizes, resolution and video sup- the past year, with more than 120 smartphones port can vary significantly between an iPhone, Android launched from April 2010 to March 2011 alone. device or BlackBerry.As a growing number of consumers demand these pow- Therefore a company needs to be cognizant of device de-erful devices at their fingertips, marketers are a orded a mographics when building a mobile site and developingtremendous opportunity to reach the right audience at a mobile marketing campaign.the right time with the right message. Not only do marketers, advertisers and Internet retail-With the ability of these devices to display rich media ers need to understand the purchasing behavior of exist-content and detect a precise location, marketers can ing and prospective customers, but also which devicesmore accurately reach consumers with high purchase those consumers are using to research their productsintent and increase the odds of them clicking on ads by and services.deploying a one-on-one marketing experience uniqueand relevant to the individual. In other words, marketing campaigns today should be supported by new dimensions of consumer data in theWith the diversity of smartphones on the market today, form of device demographics – research that goes be-marketers are faced with the challenge of delivering yond reliance on traditional shopper profiles, purchasingthe same message for a mobile marketing campaign to preferences and spending habits.multiple platforms. Device detection can also help marketers in other as-Device demographics pects of mobile marketing, such as with location-Devices do not all necessarily support the delivery of the based marketing.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 37
  • 35. This capability can determine the location of the visi-tor and adjust the response of delivered content, all inreal time.For example, the content could be an advertisement,a coupon or a map that shows their current loca-tion and other points of interest in relation to theircurrent position.Location-based technology combined with device de-tection will improve target marketing significantlyover the next year and beyond. Advertisers can de-ploy hyper-local technology to avoid delivering ir-relevant content and ads that display incorrectly onconsumers’ devices.Mobile content deliveryTo truly capitalize on device demographics, brands mustbe open to reevaluating their mobile content deliverystrategy.A one-size-fits-all approach will not work and un-doubtedly marketers will have to make technologychanges that redefine how they create campaigns,as well as how those campaigns are disseminated tothe consumer.To help deliver optimized content to each device, mar-keters can benefit from partnering with a content deliv-ery network to create a more engaging mobile experi- With an increasing number of advertisers using mobileence for the end user. display campaigns to reach consumers, tailoring content delivery by device demographics is almost as importantAdvertisers and marketers are clearly recognizing the as the message itself for telling a story and moving con- benefits of target- sumers through the decision sales funnel. ing potential cus- tomers via mobile. Leveraging device detection capabilities and loca- tion-based capabilities enables marketers to e ec- According to Gart- tively deliver appropriate content that resonates with ner Research, glob- consumer preferences. al mobile advertis- ing revenue will Consumers benefit from receiving content that is rel- hit $3.3 billion in evant to their spending behaviors, needs and interests. 2011, a huge in- crease from the Martin Hayward is director of marketing at Mir- $1.6 billion in rev- ror Image Internet, Tewksbury, MA. Reach him enue in 2010. at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 38
  • 36. Five ways to increase engagement, sales and loyalty with mobileBy Jack PhilbinT here is no doubt most marketers’ core business wallets than their phones and 91 percent of them keep objectives always include increasing engagement, their mobile phones within three feet of them 24 hours sales and loyalty to consumers. a day, seven days a week, according to published reports.To do so, they are most likely using traditional media To successfully infuse mobile into the marketing mix,mixes of print, television, radio and email to create con- marketers need to think of it as a horizontal conduitversations with consumers. across all marketing channels rather than its own vertical.But if marketers really want to turn those conversations Today, if deployed at all, mobile is likely a subcategory ininto meaningful, ongoing dialogues with audiences, they digital, but its impact can reverberate louder if activatedneed to think about mobile – the most personal commu- at the nucleus of media activities.nication device that allows brands to build relationshipswith consumers and engage in ways other traditional The following are five lessons marketers can implementmedia cannot. to ensure the success of their mobile initiatives and improve the value of their overall marketing strategyMobile wields one-on-one engagement because it is the throughout the customer lifecycle:device many consumers want to be contacted on. It alsoexerts the power of ubiquity. Do not deploy mobile in a silo. Always add a mobile call to action (CTA) across all advertising channels.Many Americans say they would rather be without their Whether it is for consumers to join a loyalty program or to take advantage of discounts, distribute a CTA on all marketers’ media buys. This can be as simple as including a CTA on print, radio, TV, out of home and direct mail. Adding a channel-appropriate CTA such as, “Text SAVE to 12345 for a 20 percent o coupon,” is simple and ef- fective. Winning loyalty is both an art and a science. As the saying goes, it is all about first impressions. Text messaging is a lot like starting a relationship – mar- keters have to nurture the relationship in the beginning and make sure they are not waiting too long to send a second message after consumers opt in. If marketers wait too long, they risk losing the relation- ships, and consumers may think they are spamming them. The secret: Give them the right content at the right time.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 39
  • 37. Only use mobile when time, location and interaction Do not send them the same o er just sent through emailmatter. Time, location and interaction are essential ele- via text too. Converse with consumers the same way youments to successful marketing campaigns. prefer communicating.Mobile is all about immediacy. Measure and test your mobile campaign. If marketers are not testing, they are not learning, and if they are notIf marketers need to interact with consumers now, learning, their brands will be left means now, not three hours later. Marketers willalso want to make sure they connect with them at the Analyzing metrics allows marketers to adjust their CTAsright time. if they are not working as planned and enable them to improve the e ciency of their media spend.Ask yourself: Where consumers will be when they receivemessages and engage with brands? By adding a mobile CTA across traditional chan- nels, marketers are one step closer to finding theirEngage, do not interrupt. Mobile campaigns must be best use of media spend. Take the next step and com-unique to make consumers feel special, after all that is mit to testing at least one new mobile programwhy they opt in to databases. this year.If they do not feel special, marketers run the risk of Jack Philbin is cofounder and president of Vibes, Chicago.interrupting them. Reach him at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 40
  • 38. Three best-practice tips for evaluating mobile ad performanceBy Bill DinanM obile advertising has been adopted faster than other media – including cable television in the Typically, there is no better way to cut to the chase and 80s and the Internet in the 90s. And while the get the information needed to make a purchase decisionchannel is still in its relative infancy, it has quickly be- than to call the business directly—from your smartphonecome a must-have element in the overall marketing mix. where you found the mobile ad.Even small- to medium-sized businesses are in on it, A mobile advertising strategy can take many forms.with 80 percent planning to include mobile in their 2012advertising budgets. Whether advertisers are utilizing a mobile ad network, banner ads or in-app ads, they want to know how theirThe traction of mobile advertising is ultimately driven by mobile programs are performing so they can monetize.consumers – they rely on their mobile devices more thanany other piece of technology. That means employing e ective measurement and es- tablishing tangible metrics that are easily understood.Plus, there is immediacy about mobile that drives higherresponse rates, not to mention limited mobile real estate Here are three best practice tips for evaluating mobilefor content. ad performance:Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 41
  • 39. relevant leads. Know how you want to measure Evaluate your copy and distribution strategy to make More so than oth- sure there are no gaps in your demographic targeting. er digital chan- nels, mobile o ers Optimize mobile call details the opportunity to If you follow the first two best practices, a natu- measure and gain ad- ral extension to measuring mobile ad performance ditional insight beyond is to use mobile call detail to optimize your overall the click. mobile campaigns.Clicks o er detail on how a mobile consumer arrived There is no better way to use measurement stats thanto a business, but advertisers should also analyze the to feed them back into the program to improve yourresulting calls. lead rate.The primary use of a smartphone is for calling and mobile This starts with a simple and concise measurement toolconsumers are typically ready to purchase, so calls are a that does not overcomplicate the metrics and can clearlynatural next step in the purchase cycle. display aggregate trending data.Mobile call tracking is crucial as valuable lead insights One way advertisers can use this data to maximize theircan be gleaned from detailed call data including whether ad spend is to evaluate how the di erent mobile leadthe call connected, how long it lasted and the demo- sources are performing.graphic profile of the caller. Call durations are a lead quality indicator and the longerAlso, do not forget to consider other ROI indicators such a consumer stays on the line, the more likely they areas direction downloads, QR codes and map views. to convert.Focus on your creative content strategy Advertisers should compare the call durations each mo-Today, mobile content does not o er the same breadth bile lead source is generating and use that data to opti-and depth as traditional or digital creative content so a mize mobile programs for quality leads.targeted content strategy is key. As all lead sources are not created equal, performanceYou are dealing with smaller screens and the user’s feedback is a key optimization tool to validate the qualityneed for immediate gratification, so mobile content of each mobile source being used in the advertising buy.must walk the fine line of being short but well definedand targeted. Capturing and analyzing mobile call details and caller intelligence is paramount for optimizing mobile ad spendContent that is too general may not result in quality leads. to drive more leads.As an example, while attorney calls typically have a lon- Visibility into mobile-driven calls will help advertisersger average duration, mobile leads to a specific law firm measure how customers are responding to mobile adswere generating very short calls. and inform valuable modifications to reflect specific trends or keywords.The problem? Customers were calling about a practicearea not o ered by that attorney. Bill Dinan is president of Telmetrics, Missis- sauga, Ontario, Canada. He can be reachedThis is an opportunity to tweak the content for more at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 42
  • 40. Mobile marketing for the small- to medium-sized businessBy Jennifer McCoyJ .P. Morgan estimated that mobile ad spend would top $1.2 billion in 2011. On average, corporations are allocating approximately 20-30 percent of theirbudget towards mobile.With these types of numbers, how can a local-, small- ormedium-sized business be expected to compete in themobile space?The mobile industry has begun to see commoditizationof available software, which is allowing for extremelycompetitive pricing.And, more free resources for application building arepopping up, allowing users with essentially zero techskills to build iPhone, Android, Windows and BlackBerryapps for next to nothing.Lastly, the ability to hyper-target mobile banner ads al-lows businesses to keep their ad budgets low and stillsee results.SMS marketingThe first step for a local business is to determinewhat type of mobile advertising will be most e ectivefor it.The next step is to look for locally-owned companiesthat o er mobile as part of their whole package.A lot of media companies o er some aspects of mo-bile – primarily SMS – and because of this, the der a few hundred a month – can be achieved.past few years have seen dramatic reductions inprice models. Once you do your research, you can also find online op- tions for less than $100 per month.If you are a small business that wants to get into SMSadvertising, look to your local media company. Just be sure to look into best practices and use online re- sources and the mobile community to ensure your cam-Most likely you already have an ad rep that you work paign is going to be e ective and adhere to standards inwith and trust – and they can help you learn as much the mobile industry.about mobile as you can. Mobile apps for lessFrom there, negotiating a great price point – usually un- Mobile apps are all the rage and can be a great extensionMobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 43
  • 41. of your brand. Make sure they are well-versed in multiple platforms, and they can build for each operating system.First, sit down and consider what you want your appto do. What is most important? Do you want your cus- Also, make sure they understand the rules and regulationstomers to be able to shop? Interact with other custom- for getting apps approved through the corresponding appers? Review products? The goal should be to get your store, be it Apple’s App Store or Google’s Android opened as often as possible- constantly reinforcingyour brand. Apps can run anywhere from a few hundred to tens of thousands of dollars, but for a small budget of a coupleFinding a purpose to your app, and therefore giving con- thousand dollars your business can absolutely create asumers a reason to download and utilize it, is the most functional and necessary mobile application.essential step before searching for an app developer. Mobile display advertisingThe more functions, the more expensive. When you read reports of companies paying a half a million for an interactive iAd - that can beThe good news is: there are a ton of new developers and very companies out there that are ready to make theirmark. Search for a local developer that is hungry and The truth is that there are options out there for the restwilling to work with you to get the best product possible. of us. One of the best options out there is hyperlocal ads of- fered by Google’s AdMob. These ads utilize distance information and click-to-call functionalities to pull in immediate business. CPC rates for these ads can be as low as $0.40, and since you can set a budget much like you would with online banner ads, a business can control all aspects of their spending. Mobile will continue to grow – not only as a viable me- dium – but also as a necessary marketing tool. Make sure that your business is knowledgeable and ready to jump in. Look to local experts to rein in costs and help with strat- egy and best practices, work with up and coming devel- opers to ensure your budgets stay together, and explore mobile search and banner options that bring you into the mobile realm. Jennifer McCoy is owner of Ballyhoo Mo- bile Marketing Inc., Jacksonville, FL. Reach her at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 44
  • 42. Case study: Mobile display advertising for B2B engagementBy Marc KeatingW e now live in a world that is not only mul- tichannel but also multi-device. That means that if marketers are looking to reach theirtarget audiences in an ever fragmented communicationslandscape, a contact strategy now has to include all pos-sible channels that a prospect could use to research andevaluate a brand.As part of an integrated campaign for Siemens target-ing a highly connected C-level audience, mobile market-ing was a primary channel to build the brand and reachprospects as part of a wider Web banner campaign.The objective behind the Web and mobile ban-ner campaign was to globally announce the reposi-tioning of Siemens IT Solutions and Services as TheBusiness Technologists.Siemens wanted to spread the message that it had movedbeyond information technology into a new realm calledbusiness technology.It is where technology solutions and services are in-tegral to business strategy, making organizationsmore e ective.A targeted campaign needed to communicateto key decision makers such as CEOs and chiefinformation o cers.Reaching the targetIn order to reach the target audiences, Siemens, work-ing with its agency—IAS b2b marketing—selectedkey markets: United States, Austria, Britain and Ger-many to reach high-quality audiences via prominenttechnology publications. the value the audiences placed on social media channelsSiemens wanted to own the business technology cat- such as LinkedIn. It also pointed to the increasing popu-egory so it was necessary to make a big impact with larity of iPhones and BlackBerrys with chief informationWeb banners. o cers and senior IT managers.The campaign was delivered across a number of di erent, Based on the research, media plan was developed thatgrowing communication channels. Research uncovered not only took into account the standard online Web siteMobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 45
  • 43. business technologists from Siemens writing about IT issues and trends of interest to IT profession- als with clear calls to action and links to the Siemens Web site. The campaign ran from January–February 2011. Besides the exclusive banner placement on all of IDG B2B mobile Web sites and iPhone apps, mobile banners appeared in mobile advertorial across the IDG network. Siemens was also the exclusive launch partner sponsor of the CIO BlackBerry application. When the application was loading, a logo and ban- ner appeared on all pages linking to the Siemens mobile microsite. Results Overall, the campaign achieved 7,212 clicks at a click- through rate of 0.21 percent. The click-through rates exceeded the industry average of 0.1 percent for mobile, surpassing all expectations with click-through rates of 0.30 percent. Mobile banners over-delivered by 264 percent, amount- ing to $121,557 in added-value. The Siemens program won a mobile award from the Business Marketing Association in the U.S. in 2011. The Business Technology campaign demonstrated the power of mobile advertising as part of a combined Webplacements but also utilized newer mobile capabilities. and print campaign and proved that mobile now has its place as part of a multichannel strategy that comple-Siemens and IAS b2b marketing partnered with IDG to ments PPC, email and direct mail.position Web banners on some of their major, globalbrand publications such as CIO and ComputerWorld. With the continuing growth in Web access from mo- bile devices, marketers who ignore mobile will do so atTo achieve maximum exposure, banners ran across pub- their peril.lication Web sites as well as on their mobile sites, mobileapps and in print magazines. Marc Keating is head of digital at IAS B2B Mar- keting, Bollington, Cheshire, Britain. Reach himCreative included banners introducing individual at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 46
  • 44. The power of mobile bar codesBy Laura MarriottM obile has changed the way in which advertis- bar codes to bring interactivity to trade show collateral ers can and should interact with the consumer. and drive tra c to its range of both free and premium The mobile device’s personal, always on nature mobile applications.has changed the dynamic of consumer-brand interactionfor good, moving it away from the interruption-based Kodak has integrated mobile bar codes on shelf talkersmodel of the past and putting the consumer firmly in the in-store and on the cover of user guides to provide con-driving seat. sumers with added value videos, product specifications, reviews and in the case of the user guide, a range ofIt has made engagement all about flexibility and conve- available accessories.nience – accessing information and services wheneverand wherever the consumer wants, on demand and when Ultimately, if brands can provide the right incentive toit is relevant to them. scan and o er consumers value based on convenience, utility or education then there is a very real expecta-As we can see from the number of mobile bar codes that tion that they can reap impressive rewards from mobileare popping up all around us, just about anywhere you bar code campaigns.can think of – on billboards, on-pack, in bars and res-taurants, shops, in magazines or on the side of a bus – Couple this with a platform that will enable a positivemobile bar codes are rapidly emerging as a key means of user experience at each and every scan and deliver real-enabling this tailored, interactive engagement. time measurement that o ers insight and the opportu- nity to further tailor campaigns based on available con-From providing nutritional information on a cere- sumer data and you have a winning combination thatal packet to cinema listings and trailers from a movie really is taking the mobile marketing and advertisingposter or a buy-one-get-one-free o er in the window world by storm.of a store, used in the right way – based on value, rel-evance and a seamless user experience – mobile bar Laura Marriott is board chairwoman and CEOcodes are creating rich media experiences for consumers of NeoMedia Technologies, Atlanta. Reach heron the go. at allowing consumers to quickly access content, help-ful information and mobile commerce services e ort-lessly and customizing content delivery and accessaccording to user location and preferences, brandsare able to create a one-to-one relationship withthe target consumer, boost loyalty and, ultimately,drive sales.Bar codes in practiceA recent on-pack campaign has seen more than 500,000scans in less than three months, delivering far high-er click-through or call rates than including a URLor 1-800 number.Additionally, hunting retailer Realtree has used mobileMobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 47
  • 45. Digital advertising convergence: Is it further away than ever before?By Dale CarrW hile vast opportunities exist in the mobile ad- the potential of mobile advertising and where to focus vertising space, there still remains a hesitance their budgets? to embrace this relatively new medium, in partdue to lack of knowledge as well as a general middle Let us imagine digital advertising utopia for a minute. Ito late adopter mindset that many corporations adopt sell old fashioned widgets and want to boost sales. I dowhen it comes to new technology. not care if I advertise on apps, Web, mobile Web, An- droid, iOS or Windows. I just want sales. In this utopianLess than 1 percent of global advertising revenue is mo- world, I can go to a single agency or ad network, placebile related and much of that is being driven from within my ads targeted at certain demographics or keywordsthe emerging technology itself. and voila, in come the leads.The main issue is that this technology convergence has Easy, right?not translated into a united marketplace for advertisers. Unfortunately, 2012 will not herald this one-stop-In fact the opposite is true. shop approach.Lack of convergence The reality is that advertisers not only have to focusGoogle’s decision to separate its mobile Web and appli- separately on Web versus mobile Web versus mobilecation advertising between AdSense and Admob, while app, but need di erent strategies, ad types and creativesmaking it easier for traditional Web advertisers to also for mobile Web, is increasing the fragmentation ofthe mobile advertising market by splitting mobile into So will there ever be digital convergence and what doapps versus Web. advertisers do in the mean time?So is 2012 going to begin to see advertisers being able Perhaps we are expecting a little too much, too target all digital mediums from one source? Or, aretraditional advertisers going to continue to struggle with The reality is that mobile technology, and therefore the advertising possibili- ties, are developing at such a fast rate, that trying to converge all the digital mediums today, will be irrel- evant tomorrow. And it is not all bad news. There are an increas- ing number of ad net- works trying to bridge this gap of mobile and Web. How successful they are at doing this is debatable, but de- spite Google’s move,Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 48
  • 46. there are eyes focusing on the prize. the next few years.Also, there are groups like ORMMA (Open Rich And if 2012 will still be about apps, beyond that will beMedia Mobile Advertising) trying to standard- about video.ize rules for rich media so it can be displayed acrossmultiple platforms. While, currently only making up less that 5 percent of total mobile advertising, it is expected to growAll these are steps towards Digital Utopia. at a faster rate than any other medium and is pre- dicted to occupy over 65 percent of mobile tra cSo in the meantime, where should advertisers focus? by 2013.2011 was definitely the year of the app. With so much choice, advertisers will find it hard to se- lect which medium and technology to go with and whileWithin a few months, app advertising will surpass mo- many formats are still platform specific, the challengebile Web display advertising. still remains for them to select where they should al- locate their spend.This trend is expected to continue throughout 2012. Until the technologies truly converge, the utopia thatHowever, most of this advertising is coming from digital we dream of where you create your advertising messagebrands promoting their own apps. once and run anywhere, will remain a pipe dream.Also, HTML5 will begin to converge the two mediums Dale Carr is CEO of LeadBolt, Sydney, Australia. Reach himand might make the whole discussion irrelevant within at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 49
  • 47. Overcoming mobile’s growing painsBy Joe LaszloA s a young medium, mobile advertising has huge If a mobile app is MRAID compliant it will communicate promise, but also faces significant growing pains. with, understand and correctly display ads developed us- With the increasing popularity of smart phones ing the MRAID instruction set.and mobile applications more advertisers are seeking in-novative and engaging ways to take advantage of the Therefore, MRAID-based mobile rich media ads can oper-rich capabilities of mobile in-app advertising. ate within any MRAID-compliant app, allowing agencies to quickly and easily run rich, interactive mobile creativeCreating the ads can be complicated and time consuming. across di erent publishers working with diverse rich media enablers.Numerous vendors are o ering solutions to enable dy-namic mobile rich media ads resulting in multiple, in- MRAID 1.0 is a vital first step, simplifying expandable andcompatible application programming interfaces. interstitial ads, but there is still more work to be done. The IAB plans to continue to increase MRAID’s scope andThese incompatible solutions force creative developers to capabilities, reconvening the working group to work onrewrite the programming behind their ads multiple times MRAID 2.0 in the near future.depending on the publishers/apps in the media plan. Even so, MRAID will never be exhaustive, andA diverse, competitive market is great, leading to rap- should in no way limit innovation or di innovation in an ever-changing landscape. How- There’s no restriction on rich media vendors and publish-ever, these ine ciencies delay and inhibit marketers ers building on top of and extending beyond the founda-from seizing on the exciting possibilities of mobile rich tional capabilities MRAID will advertising. The IAB expects to release the final MRAID 1.0 in lateSimplifying the process October. With any initiative like MRAID, the obviousIn early 2011, the mobile media industry agreed to come question is “now that we’ve built it, will they come?”together to simplify the process of developing mobilerich media creative. Speaking personally, it has been extremely rewarding to work on a project with such a broad and supportiveThe Interactive Advertising Bureau’s Mobile Marketing group of members, who have devoted significant timeCenter of Excellence launched a project with members as and expertise to MRAID.well as others in the ecosystem to develop Mobile RichMedia Ad Interface Definitions version 1.0, which was Many of the key enablers of mobile rich media advertis-released for public comment in September. ing were at the table devising MRAID 1.0, so they are well aware of the project and its goals.MRAID defines a common API for mobile rich media adsrunning in mobile apps. Given the clear benefits to both buyers and sellers of mobile advertising, we expect MRAID will start to gainIn simpler terms, MRAID provides a standardized set of traction in late 2011, accelerating the growth of this ex-commands, compatible with HTML5 and JavaScript, that citing part of the mobile market.developers creating mobile rich media ads will use tocommunicate what those in-app ads do including ex- Joe Laszlo is deputy director of the Mobile Marketingpand, resize, and in the future get access to device func- Center of Excellence at the Interactive Advertising Bu-tionalities such as the accelerometer. reau, New York. Reach him at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 50
  • 48. Distinguishing marketing from spammingBy Shuli LowyA s mobile marketing becomes increasingly more popular, marketing professionals must ask themselves “Do consumers enjoy getting somany texts?”Interacting with consumers via text messages can be ex-tremely beneficial to them—sending desired convenienceinformation and local relevant discounts, for example.However, when abused, mobile marketing can be viewedby the consumer as spam and create a negative brandexperience, even if the consumer has technically opted-in to receive messages.Here are three simple, important guidelines to makingsure your SMS promotions remain friendly marketingexperiences and are not viewed as spam: To illustrate, a properly introduced SMS promotionalOnly message consumers who have double opted-in to message would read as follows: “Jim’s Co ee House:your database. While a double opt-in request is not le- Free co ee with purchase of croissant 10-11 AM.”gally required, it has been included in the Mobile Mar-keting Association’s best practices guideline for a reason. Send a healthy and consistent amount of messages to your database. The general recommendation is to sendAside from the ethics involved in sending consumers in- four to five messages a month. It is also unhealthy toformation they do not want, it simply is not e ective and leave excessive gaps between messaging your database.generates negative brand experiences. If, for any reason, you must put your mobile marketingIf consumers do not want to hear from you on their e orts on hold, be sure to send out at least one messagephones, do not message them. When pushing content to a month to make sure your database does not go staleout to mobile phones, make sure to preface the message and that consumers continue to connect the receipt ofwith the name of your company. your messages with their request for them.Content which is not properly introduced is often in- Employing these three tips will help increase the e ec-stantly deleted by consumers who are too busy to read tiveness of your campaigns and decrease the number ofthrough the whole message. Worse, consumers may also respondents who opt-out.see that it is a commercial message and automaticallyassume it is spam. Remember, a properly structured SMS promotion can be a wonderful marketing experience for both the consumerWhen a message is prefaced by the name of the compa- and the brand.ny, the consumer will remember having double opted-inand will understand why he/she is receiving the mes- Shuli Lowy is Beverly Hills, CA-based manager of cli-sage. This will make the consumer more inclined to read ent services and marketing at Ping Mobile. Reach herthrough it. at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 51
  • 49. Will HTML5 help battle fragmentation in 2012?By Matevz KlanjsekA s smartphones get smarter and tablet usage is on the rise, marketers need to realize that consumer expectations are changing in terms of the types ofadvertising experiences they expect.Rich media can help marketers fulfill consumers’ expec-tations, if done right. Here are five best practices for richmedia mobile advertising.Develop clear goals for the campaign. If the goal is brandbuilding, customer acquisition or brand loyalty, a dif-ferent number of pages, features and actions shouldbe used.For brand building and brand loyalty, funnel ads or adswith multiple pages are ideal for driving consumer in-teraction and extending the time users spend with the brand. A simple rich media ad with a strong call-to-ac- tion is typically most e ective in helping to drive customer acquisition Determine which formats and features will drive the desired results. Consumers want to purchase, research, discuss and in- teract with brands and their products. Through expandable ads with video, companies can provide extra information so users can satisfy their research goals. Sharing via social media allows brands to extend their brand message and make their campaign viral while enabling a brand dialog.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 52
  • 50. Gaming encourages users to spend quality time with Create one campaignbrands while playing users are focused and engaged with that can be deliv-the brand. ered across multiple platforms—includ-Ads based on dynamic content such as location or ing mobile Web, appsweather, help to provide a personalized, relevant and tablets.experience with the brand. HTML5 promises aCapabilities like tapping, swiping, tilting, shaking and consistent and richpainting provide a human touch. user experience across multiple platforms.Brands and marketers need to design a consistent expe-rience across multiple platforms. Build your ad with a rich media platform to save time and cost. There is a better way of creat-There is no reason why experiences should be di erent ing your next mobile advertising campaign thanacross any of the platforms. custom coding. A rich media ad creation platform enables rapid devel- opment of advanced rich media mobile ads without any software coding skills. When selecting a platform, make sure it opti- mizes elements for various OS platforms and device di erences. The advantage is that you can create one ad and serve it across di erent platforms and distribution networks. The result – ads work flawlessly on all targeted devices without a lot of testing and optimization. Track your campaign across multiple properties and devices with universal reporting. E ective rich media advertising metrics track us- ers across platforms, enabling brands and agen- cies to track interaction and conversion throughout the campaign. Reports should also include detailed insight into user en- gagement so you can measure ROI and brand interaction across the entire campaign. Matevz Klanjsek is cofounder and chief product o cer at Celtra, Boston. Reach him at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 53
  • 51. Tips for an e ective mobile video advertising strategyBy Matthew EllsworthV ideo advertising—traditionally television advertis- quires the attention and strategy in planning to run an ing—has always been the focal point in a brand’s e ective mobile video campaign. marketing mix, but how has this truism changedin the digital era and especially in the age of smart- The mobile Web continues to yield the largest amount ofphones and the tablet revolution? consumption, especially unique users. Mobile Web o ers reach but there are creative limitations.Mobile can be perceived as the connective tissue be-tween all mediums. As social platforms such as Twitter Mobile video must be delivered in a single stream, re-and Facebook explode during TV events, marketers need quiring ad content to be stitched against content deliv-to contemplate new ways of deploying video to leverage ery, which limits video interactivity.these new media consumption habits.The need for a coordinated mo-bile video strategy becomes moreimportant as users continue to seam-lessly weave — often simultaneously— from TV to online to mobile.There is much to consider: the tech-nology behind mobile video delivery,the inherently social nature of mo-bile video and the di erent creativeneeds for mobile video.TechnologyThe first step in developing an e ec-tive, coordinated video campaign isto understand the importance of theaccessibility of that video.In order to deliver scale, mobile videoneeds to be aligned with a cross plat-form approach — not just across on-air and online.Cross platform in mobile splin-ters into di erent platforms suchas in-application and mobile Web.However both need to be coveredto reach the scale that impactsnational brands.A single platform strategy only chipsaway at reach. Each platform re-Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 54
  • 52. Companion ads served before and after the stream add community usage from mobile devices.measurable interactivity required by advertisers. As these mobile users post links, share contentThe app ecosystem, primarily iOS, yields a higher- and tweet, advertisers not participating in mo-quality and more customized, yet slightly lower reach, bile Web video campaigns against this shared con-advertising experience. tent will not be rewarded in this active viral sharing by users.Mobile video ads can be dynamically inserted in-appproviding greater real-time control over tracking and Creativecreative messaging. Whether paired with social content, in-app video, or the mobile Web, great creative remains pivotal to maximiz-In addition to dynamic video ad delivery, a fraction of ing overall advertising e ectiveness.devices are able to support HTTP Live Streaming. It is important to note that the di erent usage patternsThis protocol allows for adaptive bit-rate stream- of mobile and tablet devices have re-written some rulesing, which gives the advertiser the ability to provide around creative development.the highest quality video experience for a device on agiven network. Mobile ads require new creative—not repurposed TV or online creative.Combining mobile Web’s larger reach with the high-er engagement in apps is critical for metric-moving When developing the video and companions, advertis-brand advertising. ers need to consider factors such as the mobile environ- ment, time of use and methods of interaction includ-But neither should be overlooked. ing taps, touches, swipes, originating phone calls, and text messages.SocialEven a cursory glance at how users interact with mobile Our research shows that a mobile-optimized click-video immediately shows that it is inherently social. through experience is critical to avoid alienating an audience that is tapping your message to interact withUsers unlock, share and discover video across all mobile your brand.and tablet devices. Another important di erence in the mobile space is theToday’s TV viewer is more socially engaged with his or creative refresh rate needs to be much higher.her favorite content than ever before. Freshness and innovation are extremely important to thisParticipation via check-ins, audio fingerprinting, tweets, finicky audience who does not want to see the same adlikes and status updates indicate that users are in- repeated as they consume content.terested in a two-way dialogue with shows, actorsand talent. In addition to fresh creative, incorporating research into mobile video campaigns can provide learning and valueThrough various social TV apps, advertisers have the to advertisers as they navigate the ever-changing mobileability to capture these users and e ectively get their video landscape in real-time.messaging across through unlocking content, interactivemessaging and more. Matthew Ellsworth is vice president of marketing for digital media at NBC Universal, New York. Reach himSocial platforms are experiencing tremendous growth in at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 55
  • 53. Is Wi-Fi a mobile media channel?By Gregor IsbisterT he last five years has seen a profound change in initiate mobile experiences via optimized mobile cam- mobile. Factors such as higher mobile bandwidth, paign Web sites. The growth of public Wi-Fi networks competitive data plans and the widespread uptake deepens these opportunities.of smartphones coupled with applications and optimizedmobile Internet sites based on HTML5 have combined to Monetizing mobile Wi-Fi tra ccreate a perfect mobile storm. The beauty of advertising over Wi-Fi is the connection speed. At 54mbs it is the quickest mobile delivery chan-Moreover, the medium is reaching maturity as brands nel and as such allows the delivery of rich media andand agencies are increasingly aware of its unique prop- applications which are larger than the normal mobileerties, not least how it can help their consumers engage Internet files sizes. No more need for developers to keepand interact with them, spontaneously, wherever they their file sizes below 20 MB.are, whenever they want to. Not only can Wi-Fi deliver at record speeds but it is alsoThis spontaneity coupled with unique mobile targeting targeted on true location meaning brands can use theproperties such as time, location, handset type and pub- channel to deliver campaigns based on geo-targeting.lisher has led some advertisers to elevate mobile to the This might be a business lounge at an airport or othercentral plank of their marketing strategy. venue where the audience is quite clearly segmented.But, the explosion in demand of mobile as a data channel Increasingly though, Wi-Fi is o ered in large metropolitanhas, especially in overcrowded metropolitan areas, led to areas with big Wi-Fi network owners like Towerstreamovercrowding, slower mobile Internet connectivity and a that has ubiquitous coverage across all of Manhattan.disappointing user experience. When you add a mobile media layer to this connectivity what you get is a powerful marketing channel.Is 4G going to change things?Inevitably all mobile networks will upgrade to 4G. With Towerstream, for example, the user journey starts with an interstitial advertising page as part of the sign-This new bandwidth provides a reported four times fast- up process. Click the advert and view a page of promoteder connection speed but the sheer number of projected applications, click and download.smartphone handset sales will see network demand riseto more than 27 times the level of what we are seeing App distribution then is a key part of the commercialtoday and this is set to keep on rising. model for the mobile layer over Wi-Fi and using it as a distribution channel allows brands to deliver and trackMore wireless carriers are rolling back their all-you-can- application downloads, fingerprint installations and pro-eat data tari s, preferring instead to cap usage at pre- duce meaningful reporting and campaign optimizationsagreed limits. As a consequence of this, Wi-Fi has grown based on this fine-grained importance as it represents a convenient hand-o tooverstretched mobile networks and mobile users are al- As smartphone and tablet usage takes o against over-ready habituated to connecting to Wi-Fi at home or in stretched mobile networks, it is Wi-Fi that o ers the op-their work place. portunity to marketers to maintain and build engage- ment with consumers.A growing number of advertisers are seeing an opportu-nity to use Wi-Fi as a new and faster mobile media chan- Gregor Isbister is CEO of BlisMobile, London. Reach himnel to advertise applications, rich media products or even at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 56
  • 54. To app or not to app: That is the questionBy Dave SchwartzA s is the case with any new medium, applications I would argue that it is because so many marketers are have their champions and their detractors. Some building bad apps. There are a lot of bad branded apps would argue that apps are the ultimate marketing on the store.weapon. Others are convinced that apps are a waste ofmoney and do not yield consistent results. And unlike bad commercials, you cannot pay to make the apps run again and again in the hopes that someoneThey are both right. And they are both wrong. starts using it.Saying apps are good or bad is like saying television It is only natural that there would be so much badcommercials are good or bad. Apps are simply a medium. work out there. Four years ago, apps did not exist as a creative medium.How they are used is what is critical. The question shouldnot be, “do we need an app?” The question should be, Today, marketers, strategists, creatives and developers“what problem could we use an app to solve, and what is are only just starting to realize the true potential of mo-the best use of mobile to do that?” bile as a marketing tool.Apps are currently being downloaded by the millions ev- Here are five of the biggest reasons apps fail.ery day. Clearly, people continue to find new reasons toreturn the Apple App Store – or the Android Marketplace. Failing to provide value – Whether branded or not, it is essential for apps to provide a level of value to the userSo if that is the case, why did E ectiveUI recently state for it to be adopted into their everyday lives. A good cre-that 70 percent of brands are dismissing mobile apps as ative brain thrives on weaving brand strategy togethera part of their brand strategy? with an engaging experience.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 57
  • 55. Do: Let your creative partners imagine a new way to de- to piggyback o the popularity of proven successful cat-liver on your brand’s values. Do not: simply o er an app egories. However, it is a huge risk to try and recreate aversion of the company’s Web site. branded version of an already successful app.Not building to the strengths of the OS – Apps should In cases where you really want to do so, first con-be geo-aware. They should use the camera. They should sider a much simpler solution: buy them and re-skincapture video. They should connect to social media. They the technology.should be a touch-based experience that invites a con-sumer to tap and swipe and play. Skimping on testing to meet a deadline – It is impos- sible to stress how essential the beta-testing process isYou should be able to shake them, or rotate them, or flip to app development.them on their side. Brands spend countless dollars and man hours compilingYou have got to train your brain to think in these new content, mulling over design, but then skip over testingdimensions if you want your app to be successful. to meet a deadline.Joining an overcrowded category – It is natural to want The result: a poorly functioning app. Nearly 70 percent of users say that a negative app experience casts a negative halo over the brand Rushing into development – The old adage of measure twice and cut once is incredibly true in software development. Just because a designer has comped up some beau- tiful screens does not mean that an app has been thought through. Illogical user flow or a confusing user interface can kill a great concept. The numbers in favor of mobile apps are indisput- ably strong with over 425,000 apps in the App Store to date, and the market for apps anticipated to pass $15.1 billion by the end of 2012, according to Gartner. It is time for brands, advertisers and marketers to truly embrace apps as the creative medium that they are. There is gold in them hills. Here is to the ones who are learning how to mine for it. Dave Swartz is cofounder and chief creative of- ficer of Medl Mobile, Los Angeles. Reach him at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 58
  • 56. Consumers eager for hyper-relevant location-triggered messagesBy Patrick MoorheadI n digital marketing, context has played a pivotal role using the phone as a lens through which to organize the in both how ad media is purchased and also how dy- digital world around them is emerging as a dominant namic creative messages are created and delivered. consumer attitude, particularly as smartphones further penetrate the market.Increasingly, location is becoming the primary contextwithin which advertisers are connecting with consumers. As part of our continued e ort at Draftfcb to explore and master this consumer attitude, and the mobile-based lo-The mobile device is to the consumer as much a location- cation services designed to facilitate it, we took advan-awareness device as it is a computer or a phone. tage of a unique pilot program earlier this year.The little blue dot in the center of the map is the new Location, location, locationdigital representation of me, and the mobile device in-creasingly serves to organize a vast sea of digital infor- platform Placecast to o er consumers ShopAlerts, whichmation through the filter of me, right here in this place, consisted of messages, o ers, rewards or coupons sentand right now at this moment. to their mobile phones when they were near a store or brand via a technology called geo-fencing.Me. Here. Now.The so-called “Me. Here. Now.” world view of consumers The location-based mobile messaging service was testedMobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 59
  • 57. - fence. The minimum time interval was two days betweeners in Chicago, Los Angeles, New York and San Francisco messages received.who opted in to receive messages. We polled consumers who opted in to the ShopAlertsThe pilot included eight major marketers, including four among our four clients after the program ended, and weDraftfcb clients. We also conducted a post-test survey got some stunning results. With a nearly 100 percentamong consumers who engaged with ShopAlerts o ered open rate on the alerts, 50 percent of consumers whoby the four marketers to determine consumer prefer- opted in to receive messages from the brands wantedences and attitudes. more information. We even found in some cases there was a 22-25 percent purchase conversion on some ofEach of the ShopAlert participants had di erent business the o ers.challenges ranging from pure coupon delivery scanablefrom the phone screen at the register, to more broadly We believe this test, and the strong survey data resultingdefined brand awareness objectives. Our goal was to try from it, are clear indications that consumers are eagerand determine if the geo-triggered messages would work for the hyper-relevancy that location-triggered messag-beyond pure o er delivery and redemption, to influence es can deliver, and that location is truly the new contextother key marketing objectives. for digital marketing.Consumers who opted in for the ShopAlerts received a Patrick Moorhead is senior vice president and group man-maximum of three messages per week from three di er- agement director of mobile platforms at Draftfcb, Newent brands based on their proximity to the brand’s geo- York. Reach him at Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 60