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Online, mobile, mobile marketing, case studies 120116

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Una descripción de los servicios del Grupo Crazy4Media, con varios ejemplos de casos de éxito en display pc, móvil publicidad, marketing audiovisual, marketing móvil, y marketing móvil directo. …

Una descripción de los servicios del Grupo Crazy4Media, con varios ejemplos de casos de éxito en display pc, móvil publicidad, marketing audiovisual, marketing móvil, y marketing móvil directo.

A description of the services offered by the Crazy4Media group, including case studies for online display advertising, mobile marketing, mobile advertising, audiovisual marketing, and direct mobile marketing.

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  • 1. Corporate background The Crazy4Media Group is made up of four specialised companies with complementary roles offering ambitious and effective global interactive marketing solutions. Our client base includes digital content developers, TV stations, consumer brands, internet portals, mobile operators, marketing & advertising agencies. Some of these are: Vodafone – Telenor; Microsoft - Yahoo! OMD – Vivaki - Ad pepper Ticket Restaurant – Cheque Gourmet Planet 49 - Vueling – L’Oreal Real Madrid FC - Sevilla FC
  • 2. Corporate background With 50+ staff we are one of the largest interactive marketing groups based in Spain, particularly so in the fields of mobile marketing and online advertising.The rapid increase in our portfolio of services,and in particular our client base, has resultedin our opening offices in Argentina, Mexico,Brasil, Canada, Denmark, Slovakia, SouthAfrica and the USA. In Spain we have aphysical presence in Seville, Marbella andMadrid.
  • 3. Mobile Marketing Solutions Founded in 2001Froggie provides integral white label mobileentertainment and mobile marketing services tobrands and agencies SMS/WAP push Audio & Video-call services Mobile lead generation, CRM and database monetisation Mobile billing solutions Mobile Marketing consultancy Mobile site and smartphone application development Strategic shareholder
  • 4. Online Advertising Founded in 2004Creafi Online Media provides high quality onlinemedia solutions to advertisers and publishersglobally using world class online technologies andexpertise.We deliver effective traffic with a phenomenal reachthat consistently gives our clients a realpromotional advantage in their chosen targetmarkets.
  • 5. Mobile Advertising Founded in 2006Publicidad Interactiva 2006 is a mobileadvertising brokerage managing Mobile Weband Smartphone App performance basedcampaigns in over 100 countries and acrossover 10 billion impressions per month. Exclusive partner in territories
  • 6. Audiovisual Marketing Founded in 2009Viyoi specializes in the development ofaudiovisual marketing business models to bestfit specific client objectives, including thecreation and distribution of video content to anydevice.We work with various mobile and onlineadvertising partners both in providing them withvideo ad serving capabilities, as well as thesourcing of inventory and campaigns.
  • 7. Online Advertising
  • 8. INTERNET BANNER DISPLAY ADVERTISING SOLUTIONS *All #s are in Business Approximate Auto Gaming Entertainment News Sport Travel Women thousands Finance Total IMPS Argentina 3 600 12 000 40 000 25 000 20 000 18 000 14 000 12 000 62 000 Austria 650 2 100 6 600 6 100 1 200 1 700 2 100 1 500 21 950 Belgium 3 758 5 500 14 550 13 900 4 400 5 500 5 300 5 150 58 085 Brazil 9 130 45 650 93 500 115 500 19 580 33 000 49 500 20 900 386 760 Czech 600 850 13 600 6 000 700 1 700 700 1 500 25 650 Denmark 2 500 2 700 10 500 6 700 2 200 3 000 3 100 1 900 32 600 Egypt 50 000 50 000 42 000 77 000 55 000 51 000 10 000 25 000 360 000 Finland 1 200 1 500 7 400 4 200 1 300 1 500 1 300 1 500 19 900 France 9 275 31 600 61 000 66 500 11 000 21 000 31 000 20 000 251 375 Germany 7 600 55 100 40 000 74 000 10 000 11 500 53 000 8 000 259 200 Hungary 410 600 10 000 5 200 450 700 500 600 18 460 Iceland 60 100 12 000 360 80 150 80 150 12 980 Ireland 790 1 100 7 400 5 000 1 000 1 500 850 1 500 19 140 Israel 460 1 600 11 800 8 000 650 1 700 1 500 2 200 27 910 Italy 5 000 41 000 60 000 55 000 31 000 11 000 15 000 35 000 253 000 Netherlands 3 800 25 000 17 000 42 000 7 800 10 000 26 500 7 000 139 100 Norway 1 650 5 000 12 200 9 200 2 600 3 200 5 200 2 400 41 450 Poland 870 2 700 26 000 8 600 1 000 1 500 1 000 1 300 42 970 Portugal 3 100 5 000 15 000 14 600 3 300 4 500 4 200 4 000 53 700 Romania 1 800 3 600 17 500 16 000 2 500 3 000 2 600 2 500 49 500 Saudi Arabia 14 600 15 500 24 000 29 000 16 700 15 500 5 800 10 000 131 100 Slovakia 195 300 5 100 3 000 225 300 250 300 9 670 Spain 6 700 21 200 32 500 53 000 10 500 13 000 22 000 9 000 167 900© Creafi Online Media info@creafi-online-media.com www.creafi-online-media.com
  • 9. INTERNET BANNER DISPLAY ADVERTISING SOLUTIONS *All #s are in Business Auto Gaming Entertainment News Sport Travel Women Approximate Total IMPS thousands Finance Sweden 3 500 5 200 17 000 13 000 6 000 6 500 6 000 4 500 61 700 Switzerland 3 000 5 000 9 700 11 000 4 000 4 500 5 000 4 500 47 200 Turke 550 1 100 60 000 20 000 750 12 000 800 11 500 106 700 UAE 5 800 6 200 9 000 11 000 6 200 6 000 2 500 3 000 49 700 UK 8 300 41 500 85 000 105 000 17 800 30 000 45 000 19 000 351 600 USA 55 000 221 000 900 000 595 000 265 000 275 000 230 000 255 000 2 796 000© Creafi Online Media info@creafi-online-media.com www.creafi-online-media.com
  • 10. SAMPLES OF PUBLISHERS www.alawar.com www.antena3.com www.beatifullpeople.com www.dailymotion.com www.farolatino.com www.freeridegames.com www.gamehouse.com listen.grooveshark.com© Creafi Online Media info@creafi-online-media.com www.creafi-online-media.com
  • 11. SAMPLES OF PUBLISHERS www.intereconomia.com www.jeevansathi.com www.juegoswapos.com www.hltv.org www.libero.it www.longtailvideo.com www.maghreb.msn.com www.mail.ru© Creafi Online Media info@creafi-online-media.com www.creafi-online-media.com
  • 12. SAMPLES OF PUBLISHERS www.masrawy.com www.mazika.com www.miniclip.com www.arabia.msn.com www.myyearbook.org www.naukri.com www.netlog.com www.odnoklassniki.ru© Creafi Online Media info@creafi-online-media.com www.creafi-online-media.com
  • 13. SAMPLES OF PUBLISHERS www.onkosh.com www.orange.es www.rambler.ru www.rbc.ru www.es.realarcade.eu www.en.t45ol.com www.vcricket.com www.wamba.com© Creafi Online Media info@creafi-online-media.com www.creafi-online-media.com
  • 14. SAMPLES OF PUBLISHERS www.wikio.es www.ya.com www.yallabina.com www.yallakora.com www.zylom.com© Creafi Online Media info@creafi-online-media.com www.creafi-online-media.com
  • 15. MORE SAMPLES OF ADVERTISERS www.saxobank.com, www.odlmarkets.com, www.unicef.org, www.philips.com, www.samsung.com, www.philips.com, www.momondo.com, www.upjers.com, www.gamigo.com, www.realmadrid.com, www.betfair.com, www.yahoo.com, www.svarovski.com, www.canaldigital.com, www.telia.dk, www.hp.com, www.eagames.com, www.sas.dk, www.cimber.com, www.norwegian.dk, www.renault.dk/dk.aspx, www.dgs.dk© Creafi Online Media info@creafi-online-media.com www.creafi-online-media.com
  • 16. Mobile Advertising
  • 17. OUR GLOBAL MOBILE ADVERTISING ADMARKETPLACE  3,000+ publishers delivering a global audience across 190 countries  2 Billions of page impressions per month  2,600+ advertising campaigns per month  Up to 98% fill rates for Publishers  High CTR for Advertisers  Best of breed mobile advertising technology  Global & country specific inventory and campaignsT: (+34) 954 929 483 http://www.pi2006.com C/ Arquitectura nº2, Torre 11, Planta 7, Módulos 1-7 (41015) SEVILLAmarianburgos@pi2006.comF: (+34) 954 639 164 C/ Josefa Valcárcel nº8 Planta 2ª (28027) MADRID
  • 18. PUBLISHERS: REPORTING Transparent real-time reporting with the most detailed analytics available Publisher reports  Snapshot report  By campaign  By site and app  By creative  By location Key metrics available on each report  Ad requests  Ad impressions  CTR  Spend  eCPC  eCPMT: (+34) 954 929 483 http://www.pi2006.com C/ Arquitectura nº2, Torre 11, Planta 7, Módulos 1-7 (41015) SEVILLAmarianburgos@pi2006.comF: (+34) 954 639 164 C/ Josefa Valcárcel nº8 Planta 2ª (28027) MADRID
  • 19. ADVERTISERS: ADVANCE AND INTUITIVE TARGETING Operators: Target specific mobile Day Parting operators across the Target your audience at the world Mobile Platform: right time of the day and day iPhone OS, Android, Java of the week Language: Devices Run global campaigns across Select specific devices or international sites and apps brands of devices to display your campaigns Localization: Demografic: Select the countries and Select the gender and specific geographic Tags: age range for your locations to target Match your ads with sites or apps campaign using our contextual tag functionalityT: (+34) 954 929 483 C/ Arquitectura nº2, Torre 11, Planta 7, Módulos 1-7 (41015) SEVILLA http://www.pi2006.commarianburgos@pi2006.comF: (+34) 954 639 164 C/ Josefa Valcárcel nº8 Planta 2ª (28027) MADRID
  • 20. ADVERTISERS: POST-CLICK POSIBILITIES Web Directs users to any mobile or web page and create bespoke landing pages for these campaigns Click-to-call Increase the odds of that user turning into a lead or a customer for your business iPhone App Store application Enables users to click on your ad and start downloading your Apple app to their phone. Option available on Apple devices Click-to-audio Direct users to audio ads such as podcasts or music downloads that play out after users have clicked on the ad. Option available on Apple devices Click-to-video Direct users to a rich video ad for your product or service straight from your banner or text link. Option available on Apple devices Apple iTunes store Create campaigns that direct users straight into your Apple iTunes store purchase pages. Option only available on Apple devicesT: (+34) 954 929 483 http://www.pi2006.commarianburgos@pi2006.com
  • 21. ADVERTISERS: REPORTING Transparent real-time reporting with the most detailed analytics available Advertising Reports  Snapshot Report  By campaign  By site and application  By creative  By location Key metrics available on each report  Impressions  Clicks  CTR  eCPC/eCPM  Spend  CPA/CPDT: (+34) 954 929 483 http://www.pi2006.commarianburgos@pi2006.com
  • 22. STATISTICS: PUBLISHER MONTHLY IMPRESSIONS 247 Sports 60 000 000 Accuweather 122 000 000 AirG 50 000 000 AutoByWireless 200 000 000 Bebo 65 000 000 BleacherReport 75 000 000 Break Media 30 000 000 Burst 100 000 000 eBuddy 183 000 000 Evite 63 000 000 Fantasy Sports Ventures 15 000 000 Fark 85 000 000 Flirtomatic 150 000 000 Flixster 73 000 000 Freedom Interactive 200 000 000 Freexmedia 15 000 000 FunFor 50 000 000 Goal.com 10 000 000 Grooveshark 30 000 000 Hi5 10 000 000 Horoscopo.mobi 1 000 000 IGN 80 000 000 Inergize Digital 150 000 000 interactive 90 000 000T: (+34) 954 929 483 http://www.pi2006.commarianburgos@pi2006.com
  • 23. STATISTICS: PUBLISHER MONTHLY IMPRESSIONS IPC Media 125 000 000 JumpTap 75 000 000 Mister I 20 000 000 Mocospace 200 000 000 MyYearbook 400 000 000 NBC Sports 250 000 000 Nimbuz 120 000 000 Peperonity 350 000 000 Pinger 80 000 000 Pittsburgh Post-Gazette 100 000 000 Poynt 75 000 000 Shazam 500 000 000 Skout 110 000 000 Sologoles.mobi 2 000 000 The Guardian 60 000 000 The Score 80 000 000 TinyTube 120 000 000 Tjat 20 000 000 Todojuegos 5 000 000 Topix 75 000 000 Tribune Interactive 80 000 000 Ubersocial 100 000 000 Wap.elpais.com 2 000 000 Weather Underground 80 000 000 Yell.com 70 000 000T: (+34) 954 929 483 http://www.pi2006.commarianburgos@pi2006.com
  • 24. ADVERTISERS: CASE STUDIES (App Install tracking) Goal Action Metrics Drive downloads of the One click to the iTunes App A conversion is recorded the Booking.com app with a Store download page. first time the app is opened. target Cost Per Download.T: (+34) 954 929 483 http://www.pi2006.commarianburgos@pi2006.com
  • 25. ADVERTISERS: CASE STUDIES (Mob. site conversion tracking) Goal Action Metrics Generate test drive and One click to a mobile web Conversion tracking brochure requests with a site where consumers can enables advertisers to Cost Per Lead target. enter some details. optimise Cost Per Lead.T: (+34) 954 929 483 http://www.pi2006.commarianburgos@pi2006.com
  • 26. ADVERTISERS: CASE STUDIES (click to video) Goal Action Metrics One click to an in-app Generate awareness and Measuring average view auto-play 30 second interest in going to see the times and number of video short. film Yogi Bear. completed views.T: (+34) 954 929 483 http://www.pi2006.commarianburgos@pi2006.com
  • 27. ADVERTISERS: CASE STUDIES (Social, Mobile and Video) Campaign HTML 5 site Facebook page Video Drive consumers to find Hall Pass mobile site Leverage the power of Leverage the power of out more about the Hall containing rich media and “Like” to get friends sharing with friends and Pass film. more information about the engaged and push updates. enable emotional film. connection via video.T: (+34) 954 929 483 http://www.pi2006.commarianburgos@pi2006.com
  • 28. ADVERTISERS: CASE STUDIES (Geo-targeting) Goal Action Metrics Target consumers within One click on banner for Consumer redeems coupon specific USA DMA regions. consumer redeem a coupon in-store at POS. which is sent by text message.T: (+34) 954 929 483 http://www.pi2006.commarianburgos@pi2006.com
  • 29. SOME OF OUR CLIENTS AND MEDIA PARTNERST: (+34) 954 929 483 http://www.pi2006.commarianburgos@pi2006.com
  • 30. Mobile Marketing
  • 31. ¿Porque marketing móvil?• Ubiquo (5.3 billones de móviles registrados en el mundo en Julio 2011. El 76% de la población mundial)Fuente: Mobithinking• Siempre con nosotros• Encendido 24H• Sistema de cobro• Dispositivo de comunicación (Comunicación bi-direccional – Respuestas instantaneas)• Medio interactivo• Personal (Comunicación directa 1 a 1 - CRM)• Via publicitaria de bajo coste por impacto 3 2
  • 32. ¿En que consiste el marketingmóvil?En orden de eficacia (por nuestra experiencia) • Marketing móvil directo (SMS push, Audio push, Video push) • Publicidad móvil • Portales de video • Aplicaciones smartphone • Códigos QR - Cuponing • Social Media • Videollamadas • Marketing de proximidad – Bluetooth/Wifi/NFCFuente: Campañas generales de clientes de Crazy4Media 2011 33
  • 33. El público “móvil”Penetración de smartphones Mobile content usage (USA, 13+)por edad (USA)70% 80.00% Envio de sms60% 70.00%50% 13-17 60.00% Navegación en 18-24 50.00% internet40% Utilización de una 25-34 40.00% 35-44 aplicación30% 30.00% 45-54 Social media20% 20.00% 55-6410% 65+ 10.00% Juegos 0.00% 0% Música May-11 Q3 2010 Q3 2011Fuente: Nielsen , 3 Noviembre 2011 Fuente: comScore Mobilens, Mayo 2011http://blog.nielsen.com/nielsenwire/online_mobil http://www.comscore.com/esl/Press_Events/Press_Re/generation-app-62-of-mobile-users-25-34- eleases/2011/10/comScore_Reports_August_2011_U.own-smartphones/ S._Mobile_Subscriber_Market_Share 34
  • 34. El público “móvil”Actitudes hacia el Mobile Marketing SMS, el denominador(España) común más bajo80% O2 Media anuncia que su70% plataforma personalizada de60% marketing móvil, O2 More, ha50% alcanzado los 6 millones de40% usuarios.30%20%10% 93% de los usuarios abren un 0% mensaje en un periodo de 5 Estaria dispuesto a recibir Con publicidad en el móvil minutos después de su más publicidad en el móvil puedes acceder a obteniendo un beneficio información que no recibes recepción. por otros medios Fuente: O2 Media, 7 Septiembre 2011Fuente: IAB Spain y The Cocktail Analysis, Mobile Marketing http://www.o2media.co.uk/newsen España. Noviembre 2011http://recursos.anuncios.com/files/457/97.pdf 35
  • 35. Algunos pymes que trabajan connosotros CENTROS DE FORMACIÓN PELUQUERÍAS GIMNASIOS AGENCIAS 36
  • 36. Ejemplo: Add Value Tintorerías Talleres Valor añadido Fidelización y captación ofrecido por avisos de clientes mediante de SMS SMS TINTORERIA TALLERES XXXX le XXXX le comunica que OFRECE UN ya puede pasar DESCUENTO a recoger su DEL 20% para prenda. su próximo cambio de aceite. 37
  • 37. Ejemplo: L’Oreal Geo LocalizaciónCupones descuento Video 38
  • 38. Mobile and OnlineAdvertising case studies
  • 39. The “best of the best”1. Online browser game. Global CPL followed by 8 geographies on CPM/CPC. (January 2010)2. Adult mobile web portal. NL and ES. (April 2010)3. Forex lead generation using smartphone applications. Started in KSA, and then moved to 30 other developing markets. (May 2010)4. Mobile discount coupon aggregation distributed via SMS and mobile web. ES (April 2011)5. Freemium iPad gambling application. Global on low CPM rate followed by concentration in 3 geographies. (May 2011)6. Yahoo mobile search feeds. USA (May 2011)7. Adult iPad application. Global. (July 2011)8. Smartphone/Facebook dating application. Global on low CPM rate. Specific focus on 7 territories, plans for which new geos to focus on is constantly changing. Locally focused promotions combined with national ones in the specific geographies. (July 2011)9. Smartphone IM application. Freemium launch in 10 territories followed by a premium launch in FR and ES (August 2011)10. Autoplay online video. Runs in 70 geographies, with a focus on about of 10 at any one tme, the geographies shift according to CPM rates. (September 2011)
  • 40. The “best of the best” 10+ countries 1. Online browser game (global) 5. iPad gambling app (global) 8. Smartphone/Facebook dating 3. Forex lead generation (30 geos) (global) 7. Adult iPad app (global)Geographic cover 9. Smartphone IM app (10 geos) 10. Autoplay online video (70 geos) 1. Online browser game (8 geos) 2. Adult mobile web portal (2 geos) 10- countries 4. Mobile discount coupons (1 geo) 5. iPad gambling app (3 geos) 6. Yahoo mobile search feeds (1 geo) 8. Smartphone/Facebook dating (7 geos) 9. Smartphone IM app (2 geos) 10. Autoplay online video (10 geos) Low degree of focus High degree of focus Focus on each territory
  • 41. The “best of the best” 3. Forex lead generation (lead generation) 5. iPad gambling app (freemium) Global 8. Smartphone/Facebook dating 1. Online browser game (advertising) (credit card: Google/Apple, Facebook 7. Adult iPad app (credit card) credits)Geographic cover 10. Autoplay online video (advertising arbitrage) 2. Adult mobile web portal (wap billing) 6. Yahoo mobile search feeds 1. Online browser game (psms, prs) National (advertising arbitrage) 4. Mobile discount coupons (prs, 8. Smartphone/Facebook dating psms, wap billing) (operator billing, internet+, psms) 9. Smartphone IM app (operator billing, internet+, psms) Traditional Innovative Mechanism used to generate income
  • 42. Conclusions1. The most succesful campaigns have a high degree of focus in a small number of geographies2. Let your advertising do your market research for you! With more global billing options comes the opportunity to sow seeds globally and see which ones flourish3. Flexibility in choosing geographies to concentrate on is paramount. Pricing, and innovative billing opportunities change constantly, be prepared to react to those changes.4. Innovative billing is behind 70% of the most successtul campaigns5. Operator billing and, more interestingly, Internet+ are present in 20% of the success stories. Is this the future of online billing?6. There still exists the opportunity to take succesful online services onto mobile7. 50% of the more recent success stories have been based on apps, and of those almost half have been iPad apps.8. Online video is a sleeping giant. Take advantage of it whilst you can.
  • 43. Thank you for yourattention!Tom HorseySenior PartnerThe Crazy4Media GroupT: +34 954 98 08 49M: +34 616 46 99 72Email: tomhorsey@crazy4media.comSkype: tomhorseyMsn: tomhorsey@hotmail.comhttp://www.linkedin.com/in/tomhorsey

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