Mobile Advertising and Mobile Marketing The Edipresse Experience

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From Marc Lamarche, who leads the development of mobile activities at Edipresse. He will present his experience and best practices about how to advertise without damaging user experience.
http://edipub.ch/publiez-votre-annonce/guide-produits/mobile

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Mobile Advertising and Mobile Marketing The Edipresse Experience

  1. 1. Lausanne 20 avril 2010 Mobile Advertising and Mobile Marketing The Edipresse Experience Edipresse Portfolio and Traffic User Experience & Advertising Print to Mobile Interactivity through Mobile Marketing Tools Marc Lamarche – Responsable Multimedia Mobile – Edipresse Digital
  2. 2. Edipresse Mobile Portfolio Mobile Websites & iPhone applications: Performance in January 2010 more than 525’000 visits more than 3’350’000 page impressions LEMATIN.ch mobile drives 15% of total traffic FEMINA Free iPhone App, WebApp & Mobile Website WebApp & Mobile Website WebApp & Mobile Website Free iPhone App, WebApp & Mobile Website Not free iApps Marc Lamarche - Mobile Monday - Bern - April 12th 2010
  3. 3. iPhone monopolizes audience Distribution of visits by device manufacturers observed on Edipresse iApp & Mobile websites Marc Lamarche - Mobile Monday - Bern - April 12th 2010
  4. 4. Mobile Internet: a traffic complementary to the web’s Mobile Traffic Fluctuation throughout one day WebTraffic Fluctuation throughout one day Marc Lamarche - Mobile Monday - Bern - April 12th 2010
  5. 5. Edipresse Mobile Advertising Products Full-Screen Format Banner Format 360 X 480 pixels 408 X 68 pixels n lyo O n one iPh Marc Lamarche - Mobile Monday - Bern - April 12th 2010
  6. 6. Contextual Advertisement: where I need it and when I need it Geo-localized Advertising m ing Co oon S Enjoy your meal , then your movie! Marc Lamarche - Mobile Monday - Bern - April 12th 2010
  7. 7. Full-screen Ads & User experience Pre-downloaded Ad saved for 2 days So at the next opening, the Ad is quickly displayed to enhance user experience The Ad has a 3 seconds display Users must be able to interact with the Ad Clickable - By clicking to see Advertiser Content Skippable - Or by skipping Full-Screen Ads are not print Ads Marc Lamarche - Mobile Monday - Bern - April 12th 2010
  8. 8. iApp Ads: Have user stay in your application User browses the advertisement pages, then he can go back to the iApp Content iApp Frame Advertisement XHTML Content iApp Frame Marc Lamarche - Mobile Monday - Bern - April 12th 2010
  9. 9. Print to Mobile Interactivity through Mobile Marketing tools Some ways to make print Ads interactive, and to track them… SMS SMS Users send a SMS to receive a SMS back with a clickable url Code Scanning Users scan codes to be sent to mobile websites Image recognition Users take pictures of Ads to be sent to mobile website Marc Lamarche - Mobile Monday - Bern - April 12th 2010
  10. 10. Mobile Marketing: QR Codes (Quick Response Code) Marc Lamarche - Mobile Monday - Bern - April 12th 2010
  11. 11. In Japan, QR Code is the nr.1 tool to reach Advertisers mobile Websites Marc Lamarche - Mobile Monday - Bern - April 12th 2010
  12. 12. Mobile Marketing: QR Codes (Quick Response Code) Business Case: Mobile Sport Live campaign, October 11th, Fall 2009 Marc Lamarche - Mobile Monday - Bern - April 12th 2010
  13. 13. Business case Results 1000 hits equals 1000 visits…. Marc Lamarche - Mobile Monday - Bern - April 12th 2010
  14. 14. Benefits from interactive Print Ads Tracking & Statistics Interactivity Direct Marketing Advertiser can track User interacts with the interactions on a continuous advertiser to take Data collection basis and so assesses the advantage of commercial various performances of his offers (couponing, sales, SMS ads services) or contests E-mail 0 2 4 5 6 7 8 9 1011121314151617181920212223 Marc Lamarche - Mobile Monday - Bern - April 12th 2010
  15. 15. Thank you! Marc Lamarche +41 79 817 75 28 marc.lamarche@edipresse.ch Avenue de la Gare 33 1001 Lausanne http://edipub.ch/publiez-votre-annonce/guide-produits/mobile Marc Lamarche - Mobile Monday - Bern - April 12th 2010

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