What Is Mobile Advertising?


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Presentation by Zac Jacobs at the Digital Marketing For Profit seminar in Melbourne, Australia, Oct 2009.

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  • 70% of households do not have web at home
  • What Is Mobile Advertising?

    1. 1. What is Mobile Marketing? Zac Jacobs Oct 09
    2. 3. 4 Billion number of mobile users worldwide
    3. 4. <ul><li>21 Million </li></ul><ul><li>The number of mobile users </li></ul><ul><li>in Australia </li></ul><ul><li>100% adoption </li></ul>
    4. 5. <ul><li>3.5 Million </li></ul><ul><li>The estimated number of </li></ul><ul><li>smartphones in Australia. </li></ul><ul><li>High % AB demographic </li></ul>
    5. 6. Why Mobile? <ul><li>Increasing interaction - CTC </li></ul><ul><li>Highly targeted </li></ul><ul><li>Always ON – first and last </li></ul><ul><li>Improving response rate </li></ul><ul><li>Location aware - actionable </li></ul>
    6. 7. Why a Mobile Site? <ul><li>Navigation very difficult – PC sites </li></ul><ul><li>Compatibility Issues </li></ul><ul><li>- eg Flash support </li></ul><ul><li>Rendering now very simple </li></ul><ul><li>Take advantage of factors like location </li></ul><ul><li>Creating a simple mobile site costs as little as $500 </li></ul>
    7. 8. Mobile Consumer <ul><li>53% agree that advertising keeps them up to date on products they want </li></ul><ul><li>63% agree that they would purchase via mobile via a single click either at home or out </li></ul><ul><li>49% have requested more information on a product via their mobile </li></ul>Source: Insight Express. Consumer Portrait 2009
    8. 9. Attention! 6 Ads = 17% 1 Ad = 100%
    9. 10. <ul><li>AdMob </li></ul><ul><li>Mojiva </li></ul><ul><li>Millennial </li></ul><ul><li>Google </li></ul><ul><li>Jumptap </li></ul>Mobile Ad Networks
    10. 11. <ul><li>95% </li></ul><ul><li>of mobile marketing messages </li></ul><ul><li>are opened compared </li></ul><ul><li>to 25% of emails </li></ul><ul><li>Source: IAB </li></ul>
    11. 12. <ul><li>UK companies' </li></ul><ul><li>mobile marketing budgets rising from 18% in 2008 to over </li></ul><ul><li>30% by 2010 </li></ul>
    12. 13. <ul><li>Mobile advertising is much like advertising on any other medium. </li></ul><ul><li>It is about finding the right places to connect your brand with the right </li></ul><ul><li>audience to deliver the right message. </li></ul><ul><li>Think of mobile as an execution point on your current advertising strategy. </li></ul>
    13. 14. <ul><li>Ask yourself what role mobile will play in your media mix. </li></ul><ul><li>Is the objective to increase brand recognition? </li></ul><ul><li>To launch a new product? </li></ul><ul><li>Get a direct response? or </li></ul><ul><li>A customer retention initiative? </li></ul><ul><li>Once your core media objectives have been answered, </li></ul><ul><li>the route to take with mobile becomes much clearer. </li></ul>
    14. 15. Mobile Ad Types <ul><li>Web/Display </li></ul><ul><li>Messaging </li></ul><ul><li>Paid Search </li></ul><ul><li>Video </li></ul><ul><li>Voice </li></ul><ul><li>In Game </li></ul><ul><li>Apps </li></ul>
    15. 16. Mobile Advertising Options Web/ Display Messaging Paid Search Video Voice In Game Apps Branding √ √ √ √ √ Drive to Mobile Site √ √ √ √ √ √ Click To Call √ √ √ √ Consumer Engagement √ √ √ Lead Gen √ √ √ √ Direct Sales √ √ √
    16. 17. Location, Location Best Buy demo
    17. 18. Apps <ul><li>Pizza Hut </li></ul><ul><li>iPhone </li></ul><ul><li>Demo </li></ul><ul><li>Video </li></ul>
    18. 19. <ul><li>MasterCard </li></ul><ul><li>Not just a simple ATM locator – they created one that adds value by showing cashed up shoppers nearby stores that offer discounts to MasterCard users. </li></ul>Apps
    19. 20. <ul><li>Case Study: </li></ul><ul><li>Firemint </li></ul><ul><li>Flight Control </li></ul><ul><li>#1 iPhone App </li></ul><ul><li>1.5M downloads </li></ul>
    20. 21. <ul><li>3 Easy Steps to putting up a mobile ad. </li></ul><ul><li>Login </li></ul><ul><li>Add Content </li></ul><ul><li>Decide Bid Amount </li></ul><ul><li>Lets make one now! </li></ul>
    21. 22. <ul><li>Case Study </li></ul><ul><li>China Mobile </li></ul><ul><li>Top 20 ( China Idol ) </li></ul>
    22. 23. Serious Business “ We don’t have normal marketers just doing online ads, or just putting our TV ads online,” Jensen said. “For example, we have a whole department at our headquarters in Germany just doing digital marketing.”
    23. 24. Free Offer <ul><li>Abmob Credits </li></ul><ul><li>US$50 worth of advertising for your business </li></ul><ul><li>on their mobile networks. </li></ul><ul><li>Details and promo code will be sent following the seminar. </li></ul>
    24. 25. <ul><li>Thanks </li></ul><ul><li>[email_address] </li></ul>