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CONTENTSPAGE                                                                                PAGE3       INTRODUCTION: Mobi...
INTRODUCTIONMobile on a gallop, stealing budgets from traditional mediaM      obile advertising works when used as part of...
Your customers have gone mobile ...are you going with them?Bigger, Faster, Better than the WebThe web revolution created t...
Why invest in mobile marketing?By R. Cass BakerF     or global brands today, it is less about questioning   dress it while...
Basic principles of mobile marketingBy Stephen UpstoneT      o make mobile marketing programs achieve maxi-       While th...
paigns can deliver participa-                                                                                    tion rate...
Open   Rich Media Platform for Mobile                              Check  out  the  latest  rich  media                   ...
Stop talking and listen: Two-way communication of mobileBy Shuli LowyF     or many companies, mobile marketing simply mean...
Your customers are visiting your Web and                 mobile sites through iPhones, Blackberrys,DO YOUR WEB      Androi...
How to craft a mobile advertising campaignBy Alison GensheimerM        obile advertising is no longer a niche technology T...
You should try drawing the full mobile advertising user                                                          experienc...
Live it to sell itBy Judy HamiltonW           ith the rapid adoption of smartphones by con-           sumers, the pressure...
pating in this highly coveted one-to-one medium.With mobile marketing, you must always put yourself inthe head of the cust...
Text message marketing: Who’s opting in?By Derek JohnsonW          hen you look at a recent Pew Internet study      segmen...
Mobile strategy should employ multiple means of engagementBy Je HasenC      TIA reports that mobile phone penetration     ...
The brand’s goal was to include mobile calls to action in                                                            its n...
Converting a mobile impression into a clickBy Lindsay WoodworthA       great mobile advertising campaign is just not a    ...
That determines the best approach to copy, creative, de-   4. Do not use Flash or fancy JavaScript. Not all phonessign and...
Maximizing pay-per-call profitsBy Earl BrownA      s pay-per-call marketing professionals we must         The standard qual...
ence and is being replaced by direct-                                                                           response C...
Mobile audience micro targeting in the real worldBy Gregg StewartW         ith global mobile advertising spend projected  ...
are not.                                                                                     These learnings can be im-   ...
8 tips for successful mobile app promotionBy Micah AdlerC       onsumers have an insatiable appetite for down-      or she...
and also protect your app from audience saturation.           users. You should be actively targeting organic users be-   ...
Mobile bifucrates into two distinct advertising practicesBy Harry KargmanT      he current mobile advertising landscape ha...
For those advertisers looking to achieve a very spe-       ported across most mobile-optimized sites and apps.cific goal, w...
advertising experience.                                    tegrate into the content where the result is fresh             ...
Mobile advertising: Why it’s got to be richBy Elena PerezS     martphones and tablets have propelled us into          By i...
the cost and e ort of your simple                                                                                    stati...
Case study: Discovery Channel’s Storm ChasersBy sta reportsM         any verticals have embraced mobile advertising,      ...
The trailer then plays inside the app to avoid disrupting the   Several of the brand attributes associated with Stormuser ...
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
Classic Guide To Mobile Advertising
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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 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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Transcript of "Classic Guide To Mobile Advertising"

  1. 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. 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 napean.com mobilemarketer.com mobilemarketer.com Fax:  212-­334-­6339 Email:  news@mobilemarketer.com Website:  www.MobileMarketer.com For  newsletter  subscriptions: http://www.mobilemarketer.com/ Giselle  Tsirulnik Rimma  Kats Jodie  Solomon newsletter.php   Deputy  Managing  Editor Staff  Reporter Director,  Ad  Sales giselle@ rimma@ ads@ For  advertising: mobilemarketer.com mobilemarketer.com mobilemarketer.com http://www.mobilemarketer.com/cms/ 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,   MobileMarketer.com,   the   Mobile   Marketer  Daily   newsletter,   MobileMarketingDaily.com,   MobileCommerceDaily.com,   MCommerceDaily.com,   the   Mobile   Commerce   Daily   newsletter,   MobileNewsLeader.com,   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. 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.com/white-paper-4-steps 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 www.appcelerator.com for more information.
  4. 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 desire.ad 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 cbaker@leapfrogonline.com.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 5
  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. 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 revenues.as 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 supstone@velti.com.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 8
  7. 7. Open Rich Media Platform for Mobile Check  out  the  latest  rich  media   examples  created  with  miSpot,  or   go  to  m.goldspotmedia.com  on   your  mobile  browser.
  8. 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 shuli.lowy@pingmobile.com.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 10
  9. 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. 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 goal.one-time 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. 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 part.do 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 agensheimer@velti.com.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 13
  12. 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. 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 judyh@shaw.ca.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 16
  14. 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 Tatango.com, Seattle. ReachIt was also found that instead of the 18-24-year-old him at derek@tatango.com.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 17
  15. 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. 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 jhasen@hipcricket.com.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 19
  17. 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. 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 lindsay.woodworth@2ergo.com.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 21
  19. 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. 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 ebrown@valueleads.com.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 23
  21. 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. 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 campaigns.mobile 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 gregg.stewart@neverblue.com.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 25
  23. 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. 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 micah@fiksu.com.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 27
  25. 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. 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. 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 harry@kargo.com.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 30
  28. 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 response.so 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. 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 steps.car 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 brand.media 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 elena.perez@medialets.com.Mobile Marketer CLASSIC  GUIDE  TO  MOBILE  ADVERTISING PAGE 32
  30. 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. 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

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