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Clash group white paper 2013

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Marketers going mobile – what are my options? …

Marketers going mobile – what are my options?
Mobile marketing strategies explained: A Clash Group White Paper

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  • 1. Strategic White PaperMarketers going mobile – what are my options?Mobile marketing strategies explained: A Clash Group White Paper 1. Rich media mobile advertising 2. Location-based mobile advertising 3. In-App mobile advertising 4. Retargeted mobile ads 5. Video 6. Mobile specific affiliate networks 7. Value for money – pay on results 8. Any questions“It is marketing 101 to place your ads where your customers are, so why are morecompanies not taking their marketing dollars to mobile? Its not a question of what canwe do on mobile anymore, its a question of what cant we do. Individuals all over theworld now rely on these pocket-sized devices to work, watch TV, access their diary, playgames, tweet, facebook, facetime, bank, learn, research, buy … the list goes on.”“So why? Its not the cost - mobile ads remain relatively cheap compared to other outletslike television or the web. It’s certainly not lack of awareness – marketers have beenreading about the rise of mobile for years. This paper aims to guide marketers throughtheir options so that they may make the most informed decision when choosing whichmobile strategy to implement to gain the highest RoI.” Simon Wajcenberg, CEO, Clash Group.1
  • 2. Introduction – Everything you need to know about mobile advertisingAccording to the Chief Marketing Council, only 16% of companies have a mobilemarketing strategy in place despite being in a market where there are over one billionactive smartphone users worldwide, ready to engage with content and potentiallygenerate a sale. Marketers are playing catch-up. There is, however, a plethora of mobileadvertising technologies and services available to reach consumers where they nowspend the most time online - on mobile.Constant and rapid innovation has left the mobile advertising landscape highlyfragmented. CMOs have been left reeling by the speed of developments and unsurewhich next big thing will best suit their campaign. This guide explores the mobilemarketing opportunities available for marketers attempting to navigate the mobilemarketing field.2
  • 3. 1: Rich media mobile advertisingThe popularity of smartphones - and now tablets - with large touchscreen interfaces andsuperior browsing experiences has exploded. And with good reason – these devices are notjust easy to use but offer a heightened user experience, making everything from banking,shopping and tweeting to e-mailing and watching catch-up TV more convenient andengaging. Smartphone OwnershipProvide consumer interactionThese advanced platforms can cater for advanced ads that combine maximum creativitywith maximum use of available technology. Rich media mobile ads are a world away fromrich media web-based ads which simply involve the use of video or imagery. With rich-media mobile ads, it is all about interactivity. Brands can engage consumers in anunprecedented fashion, having them touching, shaking, swiping and even blowing on theadvertisement they see in front of them.Fans of the brandRich media mobile ads are ideal for marketers who want to drive click-through-rates butalso go beyond traditional metrics and towards creating a unique and memorable brandexperience with the aim to nurture real ‘fans of the brand’. Alternative - arguably moremeaningful - metrics can then be recorded such as video play time or game play time.3
  • 4. 2: Location-based mobile advertisingLocation-based advertising isn’t new. Since the rise of regional and local newspapers in thenineteenth century, advertisements tailored to a local area have been common. They workbecause they are relevant. The same concept applies to location-based mobile ads, only thistime the advertiser can deliver a relevant ad tailored to an individual, based on theirlocation in real-time.Right ad, right person, right place, right timeLocation-based mobile ads harness location data gathered from sources such as GSP leveldata or IP address analysis. Consumers who are out and about, on the high-street, on thebus or in a nightclub, can be targeted with relevant ads, offers and messages based onwhere they are geographically, in real-time.These consumers are already readily mixing their digital and real worlds. They are thus morelikely to respond positively to a location-based ad that reflects the long-standing marketinggoal of ‘right ad, right person, right place, right time.’Drive bricks and mortar footfallIt is companies who want to drive footfall into stores and influence spend, such as retailers,restaurants and bars operating in a bricks and mortar context, who will find location-basedmobile ads most beneficial. A burger bar targeting nearby consumers at lunch-time withpersonalized 30% discount vouchers is going to see instant results, for example.4
  • 5. 3: In-App mobile advertisingApps - additional functions that deliver entertainment, information and services to users -are now a way of life for smartphone and tablet users. There are currently 775,000 Appsavailable in the iPhone App store anda similar amount in the AndroidMarketplace. According to recentsurveys conducted by HarrisInteractive and Ask.com, around 70%of smartphone users havedownloaded and used at least oneApp.FacebookOpportunities for in-App advertisingare soaring as users become increasingly loath to pay too much for an App download –driving prices down and need for revenue from ads up. Generally, the ad sits inside the Appand is visible to the App user whilst they engage with the Apps content.Facebook on mobile web, especially on iOS, fails to lend the user as good an experience as ifthe site is accessed via an App. With 1/7 of the world on Facebook and more and more usersdownloading the App, a stir was caused amongst advertisers when Facebook announced itwould be offering in-App ad space from October 2012.These ads appear within users Facebook news feeds, providing prime placement for gamesand other ads with engaging content. Facebook reports that in-App ads are experiencing anincredible 50% higher CTR and significantly higher conversion rates than ads on normalmobile channels.Its personalIn-App ads are suited to brands who want to reach out to consumers on a personal level –the consumer has taken the action to download the App and is choosing to engage with it.By ensuring your ad is well suited to the App it sits inside, the consumer is more likely toengage. In-App ads are also ideal for marketers who want to direct consumers to downloadtheir own App - the consumer is already in App-mode, relaxed and willing to browse moreentertaining, informative content.5
  • 6. 4: Retargeted mobile ads:Retargeting on desktop is well known to be a highly successful marketing tool - 95% of usersleave a site without making a transaction, but once retargeted they are 70% more likely tocomplete a purchase. Now, this powerful advertising technique is being exploited ontomobile.With 38% of the smartphone population making a purchase on mobile last year, the scopefor generating sales is vast. Clash Group have found that retargeted mobile ad campaignsgenerate, on average, an impressive 40% conversion rate from previously abandoned leads. Mobile ShoppingRe-engageUntil recently, mobile retargeting has been impossible due to strict mobile privacyregulations. Now, new mobile retargeting technology has been developed in compliancewith privacy regulations and securely maps anonymously held keys to a given user.It is estimated that just 2% of online shoppers make a purchase on their first visit to a webor mobile site. Brands can now re-engage consumers who have previously shown an interestin the products or services available on their mobile site but never actually committed.Drive successful leadsMarketers looking to generate successful leads to their companys m-commerce site willreap the benefits of retargeting on mobile by bringing back the 60% of mobile shoppers wholeave their mobile shopping basket agonizingly full but do not complete the purchase.6
  • 7. 5: Mobile video ads: overlay, pre and post-rollWith the increased availability of 4G LTE-enabled devices and network access, tablets andsmartphones are becoming the most popular ways for people to experience online video.YouTube executive Robert Kyncl reported in October 2012 that its mobile views quadrupledin 18 months whilst eMarketer predicts that more than 73 million people will watch mobilevideo in 2013, a 20% increase from 2012.ClickabilityPre-roll mobile video ads are inserted prior to video content while post-roll ads are insertedafter content is completed. Such ads allow for different levels of interactivity and willnormally be clickable. Overlays are small, semi-transparent ads that can be clicked on. Theysit across the bottom of the video, show up for 15 seconds into the video and last for 10seconds.7
  • 8. Younger audiences respond more favourably to overlay on mobile videos, while olderaudiences are happy with pre-roll service. Using the right platform, brands can match theirvideo delivery to the appropriate audience age profile as well as target by genre, geographyand devices to eliminate waste that may occur from an inefficient video campaign.MemorableUsing the right network, brands can reach up to some 250 million video visitors per monthvia 600 million video streams as well as 1500+ web sites, 5000 Facebook Apps, iPhone Appsand widgets on 200,000 blogs. Overlay, pre and post-roll ads are well suited to campaignslooking to build brand awareness amongst a specific audience with interactive, qualitycontent – 47% of people who see a video ad recall the brand correctly. More than this, theclickability-factor lends these ads well campaigns tasked with driving leads to websites andcall-centres.8
  • 9. 6: Mobile specific affiliate networks:The traditional advantages of web-based affiliate marketing – cost-effective customeracquisition and brand awareness building - are now available in the mobile sphere.Exploit surge in mobile internet usageA recent study by Accenture reveals that 69% of internet users gain access through a mobiledevice. Mobile specific affiliatenetworks, such as Clash Groups Impact-Mobi, allow brands to exploit this surgein mobile browsing and run fullytargeted international campaigns withthe transparency to see which sites aregenerating the most successful leads sothat the frequency of ads on aparticular site can be increased ordecreased accordingly.Reaching the massesThe use of an affiliate network dedicated to mobile will suit a marketing campaign aiming togenerate successful leads on mobile without wasting any budget. It is also ideal for brandswanting to maximize brand awareness - mobile users in 220 countries, meaning a potential60 billion monthly impressions, can be reached.9
  • 10. 7: Value for moneyThere are over one billion active smartphone users around the world - with this mass uptakeof mobile devices, it would be easy to launch a mobile advertising campaign that achievedno real results. If a target audience needs to be reached then a mobile advertising campaignthat can deliver ads directly to those most likely to become a successful lead is needed todrive real RoI.Pay on results only basisSome agencies run on a pay on results only basis which immediately ensures clients will getthe best possible ROI. Clash Group can confidently offer such a service thanks to cutting-edge technologies that ensure successful leads are delivered.Getting it rightThere is new eye-scanning technology that tracks eye movement to establish the mostsuccessful digital advertising creative for a campaign. It enables advertisers to scan eyemovement and user focus such as most appealing colors, positioning and screen layout. Inthis way, advertisers can tailor creative offerings to appeal to highly relevant leads and helpoptimize sales conversion rates for businesses in any sector.An interactive voice response (IVR) capability for click-to-call mobile ad campaigns presentsad respondents with automated voice options relating to their needs, to ensure that onlypre-qualified leads - which have a high chance of conversion - are connected to the callcenter. In this way wastage is kept to a minimum and advertisers are able to get the mostout of their responses.Retargeting technology – discussed in section 4 of this paper – further enables theadvertiser to reach the right consumer by retargeting those who previously expressedinterest in products and services on a companys website but failed to complete a purchase.10
  • 11. 8: Any questions?Clash Group is a full service digital performance media company based in New York andLondon that offers targeted advertising services in both mobile and wider digital markets.Everything we do is driven by results. Contact us with your questions oninfo@clashgroup.com.11