@theappsnackThe three Rs of Mobile Advertising – Relevance, ROI and Rich Media
@theappsnackBefore we talk about the 3Rs...    Rich Media         Relevancy   ROI                           2
@theappsnackThe 3Ps     Past   Present   Promise             3
@theappsnackHow do we know anything about this stuff?Appsnack helps brands and their agencies build rich, engaging, app-li...
@theappsnackWe’ve changed... Or at least how we consume media has• In 2012, approximately 68 million people will access th...
@theappsnackWe don’t have their full attention anymore                                                  77%       49%     ...
@theappsnackAs the audience is multi-device, we need to be too                          7
@theappsnackSo how are we using tablet and mobile?      Smartphones                         Tablets                       ...
@theappsnackR1 Rich Media      9
To make mobile truly work...                          10
@theappsnackRich media makes an impact                       11
@theappsnackAnd again            12
13
@theappsnackR2 Relevancy      14
@theappsnackRelevancy: transform data into intelligence                     Aggregate over with associated attributes     ...
@theappsnackRelevancy: transform data into intelligenceEffective targeting requires scale          ...with access to thous...
@theappsnackR3 ROI         17
@theappsnackROI – so what should we measure?To ensure campaign success and that all objectives are met, it is essential to...
@theappsnackThank YouFor more information please contact:Arno Peperkoorn ‫ ﺍ‬managing director, The Netherlands, Exponenti...
Upcoming SlideShare
Loading in …5
×

The 3Rs and the 3Ps of Mobile Advertising

911 views

Published on

Arno Peperkoorn, managing director The Netherlands, Exponential, presented at the EMEA Mobile Marketing Forum in Istanbul on the 15th November 2012.

He discussed the 3Rs of mobile advertising (Rich Media, Relevancy and ROI) but also the 3Ps (Past, Present and Promise).

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
911
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • The way that we consume media has changed, it’s got more complicated and key to that has been digital but more importantly instant digital through mobile and tablet
  • We’re now also dividing our attention – 77% watch TV with another device, for 49% that’s a smartphone and for 34% it’s a PC/laptop device In fact 90% of us use multiple screens to accomplish a goal – 67% shopping, 46% managing finances, 43% travel bookings
  • On smartphones, we see a high amount of gaming (39%) and social networking (24%) and on tablet gaming (67%), social networking (10%) and entertainment (9%) So how are people using their smartphones and tablets? And how can we utilise it?
  • Take over user screens with engaging expandable banner experiences
  • Reach & Frequency reports to show your message has been seen by the right audience Gauged by running brand lift studies (e.g: Vizu) Click to site, engagement measurement, time spent, video completion rates, expansion rates, social activity, games played, etc. Purchase, sign up, voucher request, calendar entry, take a test drive,
  • Add logo =
  • The 3Rs and the 3Ps of Mobile Advertising

    1. 1. @theappsnackThe three Rs of Mobile Advertising – Relevance, ROI and Rich Media
    2. 2. @theappsnackBefore we talk about the 3Rs... Rich Media Relevancy ROI 2
    3. 3. @theappsnackThe 3Ps Past Present Promise 3
    4. 4. @theappsnackHow do we know anything about this stuff?Appsnack helps brands and their agencies build rich, engaging, app-like creative experiencesthat reach audiences at scale, across mobile and tablet. Appsnack is a division of Exponential Interactive – a global provider of advertising intelligence and digital media solutions. Exponential provides Appsnack the ability to leverage: •A presence in more than 26 countries •700+ employees worldwide •The e-X Advertising Intelligence Platform •Exponential’s massive proprietary database •More than 450m unique users every month 4
    5. 5. @theappsnackWe’ve changed... Or at least how we consume media has• In 2012, approximately 68 million people will access the internet from a mobiledevice in the EU-5 countries(Western Europe Mobile Ad Spending, eMarketer, February2012)• Of 117 million in the USA who have smartphones, approximately 80% were usingthem for shopping activities(Digital Shopping, Nielson, October 2012)• Globally, there were 181 million blogs by December 2011 compared to 36 millionin December 2006(State of the Media, Nielsen, Q4 2011) 5
    6. 6. @theappsnackWe don’t have their full attention anymore 77% 49% use another device while watching TV (Google) while using a smartphone (Google) 6
    7. 7. @theappsnackAs the audience is multi-device, we need to be too 7
    8. 8. @theappsnackSo how are we using tablet and mobile? Smartphones Tablets Flurry Analytics, Sept 2012 8
    9. 9. @theappsnackR1 Rich Media 9
    10. 10. To make mobile truly work... 10
    11. 11. @theappsnackRich media makes an impact 11
    12. 12. @theappsnackAnd again 12
    13. 13. 13
    14. 14. @theappsnackR2 Relevancy 14
    15. 15. @theappsnackRelevancy: transform data into intelligence Aggregate over with associated attributes Segment users 2 billion daily datatopics Contextualize based on 50,000 events Content Location Demographics Device All of the above The right I am into fine person, in the I’m a 35 years I own an wine and in the I live in right place, at old and married iPhone market for a Chicago, Il the right time with 2 children and iPad luxury car alongside the right content 15
    16. 16. @theappsnackRelevancy: transform data into intelligenceEffective targeting requires scale ...with access to thousands of publishers acrossusers Reach more than 450 million unique monthly mobile and tablet worldwide… Content Location Demographics Device All of the above The right person, I am into fine in the right I’m a 35 years I own an wine and in the I live in place, at the old and married iPhone and iPad market for a Chicago, Il right time with 2 children luxury cars along the right content 16
    17. 17. @theappsnackR3 ROI 17
    18. 18. @theappsnackROI – so what should we measure?To ensure campaign success and that all objectives are met, it is essential to employ back-end analytics detailing all user engagement. Awareness Awareness • Reach & Frequency reports Interest Interest • Brand lift studies (e.g: Vizu) Desire Desire • Interaction Rates (e.g. Click to site, time spent, social activity) Action Action • Conversions (e.g: Purchase, sign up, voucher request) 18
    19. 19. @theappsnackThank YouFor more information please contact:Arno Peperkoorn ‫ ﺍ‬managing director, The Netherlands, Exponentialarno.peperkoorn@exponential.comwww.appsnack.com 19

    ×