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Platform A Mobile July 2008

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  • Transcript

    • 1. Third Screen Media Mobile Advertising Opportunities
    • 2. Agenda
      • Mobile Market Overview
      • Mobile Web Advertising Executions
      • Platform-A Mobile Solution
        • TSM Network
        • AOL Mobile
        • Carrier On-Deck Advertising
          • Verizon Wireless & Virgin Mobile USA
      • Measurement and Results
      • Mobile Services
    • 3. Mobile Market Overview
    • 4. Audiences are on the move... follow them
      • Pressure on established channels (TV, newspapers)
        • Viewer/subscriber declines
        • Advertiser consolidation
        • Media proliferation
      • Rapid growth of emerging digital channels
        • Internet
        • Search
        • Mobile
      • Consumers’ evolving media consumption habits
        • Media meshing
        • Time shifting
        • Social networking
        • User-generated content
        • Always-on
      growing at 3% per year growing at 25+% per year Mobile Offers A New Medium to Reach Targeted Audiences
    • 5. The Mobile Market = Growth
      • Today there are…
      • 248MM Mobile Phones in Service
        • 83% Total Penetration
      • 234MM Data/WAP Phones (Mobile Web)
      • 230MM SMS/MMS Phones (Text/Picture Message)
      • 134MM Java/Brew Phones (Games/Applications)
      • 116MM Video Phones
      • The fastest growing media channel…
      • Early participation by Fortune 500 brands
      • A familiar and tech-savvy audience with
      • phones in hand
      Sources – Nielsen Mobile April 2008
    • 6. Mobile’s 4 Media Types Source: Nielsen Mobile Q1 2008 & April 2008 40.4MM Users (WAP) Mobile Web Advertising 184.4MM Users (Text/Picture Messaging) SMS / MMS 11.2MM Users (Streaming/Pre-Roll) Video 20.8MM Users (Java/Brew) Downloadable Applications Message: 1
    • 7. Mobile Internet (WAP): The Fastest Growing Mass Media Channel Source: Nielsen Mobile May 2008 Average Uniques (Millions) US MOBILE QUARTERLY WAP CONSUMPTION TREND
    • 8. Mobile Web Advertising Executions
    • 9. Mobile Web Advertising Executions
      • Banner Ads with Text Call-to-Action
        • Proven Marketing Model
        • Engaging and effective
      • Ad executions
        • Click to WAP site or Click to Landing Page
          • Data capture (SMS, email, other)
          • Click-to-call
          • Click-to-video
          • Store locator
          • Coupons
          • Contests/Sweepstakes
          • Trivia, Surveys, Tune-in and more…
      • Campaign Averages
        • CTR : Average 2%-4%
        • CPM: Average $25
        • CPC: Average $1.50
    • 10. Retail: FedEx Kinko’s (Click to Landing Page)
    • 11. Retail: Office Depot (Click to WAP)
    • 12. Retail: JC Penney Creative (Click to WAP with Video)
    • 13. Platform-A Mobile Solution
    • 14. Platform-A Mobile Solution – The Three Pillars *Source: Nielsen Mobile – Mobile Internet report April 2008
      • TSM Network, AOL Mobile & Carrier On-Deck
        • combine to reach over 50% of the mobile Web audience in North America*
      • World’s Premier Advertising Network
        • 1 Billion US impressions per month
        • 20 million+ unique US users (including AOL Mobile)
        • More than 280 publishers
        • Ad opportunities: Run of Network, Channels, Premium Sites
        • Cross Carrier Campaigns
      • Leading US Mobile Web Portal
        • 40+ million US impressions per month
        • 11.2 million+ unique US users
        • Ad Opportunities: Run of, Main Page, Properties (MapQuest, CityGuide, Moviefone, TMZ, etc.)
      • Largest Carrier On-Deck Mobile Web Reach
        • 200+ million US impressions per month
        • 13.8 million Mobile Web current subscribers
        • Ad Opportunities:
          • Verizon Wireless: Home portal, Category pages, Article pages
          • Virgin Mobile USA: Homepage, Category pages, Article pages, Sugar Mama, SMS blasts
    • 15. TSM|Network Publisher Overview
    • 16. AOL Mobile
      • Leading mobile Internet portal, #1 in the US for mobile messaging and mobile mapping
        • 11.2MM+ unique mobile users per month
        • Billions of mobile messages per month
        • Mobile MapQuest is the #1 mobile mapping application in US*
      • Description/Audience Demographics
        • AOL WAP Portal with Search, AOL and AIM Mail, MapQuest, CityGuide, Moviefone, Weather, News, Money & Finance, Sports, myAOL Favorites feed reader, Entertainment, AOL Pictures, Horoscope and AIM Pages
        • Gender: 53% M / 47% F**
        • Age:
          • 13-17: 11.3%
          • 18-24: 39.7%
          • 25-34: 22%
          • 35-44: 14.2%
          • 45-54: 8.8%
          • 55-64: 3.1%
          • 65+: 0.9%*
      http://wap.aol.com Build a global audience that can be reached anywhere, anytime, on any device. *Source: comScore U.S. Media Matrix February 2008 **Source: M:Metrics March 2008
    • 17. The Core of Any Mobile Web Campaign Must Be On-Deck in the US
      • Unparalleled Mobile Reach
        • Top 4 US carriers account for 79% of the subscribers and approximately 95% of the wireless data revenues
        • Verizon Wireless is the largest carrier (based on overall revenues and data revenues)
        • Virgin Mobile is the premier pre-paid carrier in the US
        • On-deck accounts for 70-80% of traffic vs. off-deck
      • Quality Customer Relationships
        • Loyal customers: Industry-leading low churn rate for 10 consecutive quarters
        • More Verizon Wireless users would recommend Verizon Wireless to friends, relatives and business associates than any other carrier
      • Unique Targeting
        • Only a wireless carrier has the ability to track user data
        • No “cookie” technology available off-deck
        • Verizon Wireless can target by Age, Gender, Zip Code and HHI
    • 18. Verizon Wireless Mobile Web Verizon Wireless: “VZW Today” Portal, Category Pages, Article Pages Co-Branded Ads Bank of America
    • 19. Virgin Mobile USA
      • Service
        • Premier prepaid carrier in US
        • Approximately 5MM subscribers
        • Largest MVNO in US
        • 55% are data users (mobile Web)
      • Demographic info
        • 58% Female
        • Skewed to youth market – median age 23
        • 73% under 35
        • 63% college-educated or currently enrolled
        • 14% enrolled or completed graduate school
    • 20. Measurement and Results
    • 21. Targeting
        • Geographic location (by DMA)
        • Demographic
        • Content category
        • On/Off-deck
        • Device types and browser
        • Carrier and handset
        • Day of week
        • Time of day
        • Campaign frequency control
        • Audience-Based targeting
      Targeting Capabilities
    • 22. Average Retail Results
    • 23. TSM Mobile Media: Campaign Insights and Measurement
      • Campaign Metrics
        • Reporting
          • Impressions
          • Delivery Status
          • Click-through
          • Data Collection and Management (emails, polls, addresses)
      • Brand Metrics
        • Brand Studies through DL or IE measure campaign effectiveness using a control-exposed methodology:
          • Brand Awareness
          • Purchase Intent
          • Product Attributes
          • Message Association
          • Usability
          • Demographics, etc.
        • A customized questionnaire is fielded directly from the mobile phone
      TSM mobile media campaigns are fully accountable…
    • 24. Sample Proposal
    • 25. Mobile Services
    • 26.
      • TSM partners with Cielo Group for end-to-end mobile solutions:
      Mobile WAP Site Build
    • 27. Text Message Discovery
      • TSM partners with Cielo Group for end-to-end mobile solutions:
    • 28. Mobile Web: The time to engage is now
      • Reach
        • 40MM U.S. Mobile Web users
        • 24% YOY growth
      • Engaging and Interactive
        • Consumers engage with content, and with brands advertising on mobile
        • Utilize Click to Calls to Drive Response
        • Drive Sign Ups for Text Campaigns
        • Develop Coupon Campaigns
        • Educate and Entertain Your Customers with Video
        • Capture Email Opt-In Addresses for lasting customer connections and re-marketing opportunities
      • Measurable
        • Customer interactions are measured (impressions, click through, click to call, email or phone number opt-ins, conversions)
      • Effective
        • Average 2%-4% click through rates
        • Brand Recall and Product Association on par with television (IAG)
    • 29. Contact Info Brian Slitt Director, Sales – Third Screen Media 617.531.6469 [email_address]

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