Platform A Mobile July 2008

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  • Platform A Mobile July 2008

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

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