Art And Science Of Mobile Advertising I Media Summit


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This presentation was given at the iMedia brand summit in September 2009. For the full effect please download as there are a number of animated builds within the PowerPoint.

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  • We have the sites and applications that will work best for you, for either branding or direct marketing. We are the only mobile network sales team for many premium sites – meaning you can’t buy space on sites like the NFL, Car and Driver and Elle from any other network.
  • In our experience, there are 5 things that are vital in being a world-class partner– and in the center of the story, as on the center of this graphic – it is all about making mobile easy.
  • Leaders in every category are on mobile. We bring many brands to mobile for the first time – like volvo, butterball, timberland
  • Art And Science Of Mobile Advertising I Media Summit

    1. 1. The Art + Scienceof Mobile Advertising<br />
    2. 2. Why Mobile<br />
    3. 3. 3<br />Mobile is a mass medium today<br />Mobile web audience<br />Daily mobile internet audience<br /> is 1/3 of Online today and growing fast – almost 200% growth since January 2008<br /> = <br />80% of one of 2009’s top rated shows, American Idol Results<br />TV audience, American Idol Results 27.5 MM<br />Online Audience<br />185 MM<br />Daily Mobile Internet Audience<br />22MM<br />Mobile Web Audience<br />63 MM<br />Source: comScore<br />
    4. 4. 4<br />Source: Universal McCann/AOL July 2009 <br />Your audience is always on the mobile web!<br />ONE IN EVERY SEVEN MINUTES OF MEDIA CONSUMPTION IS ON MOBILE<br />Source: Universal McCann/AOL July 2009 <br />
    5. 5. Many opportunities to reach and engage<br /> 4 Billion <br />global ad requests each month<br />30 Million consumers<br />Almost10x <br /> online advertising click rates<br />
    6. 6. 6<br />Mobile is more than ‘phone’<br />More than 11%of Quattro’s ad requests in Q2 2009 were from non-phone entertainment devices with WiFi capability<br />More than 11%<br />over a billion<br />These devices generatedover a billionglobal ad requests in the Quattro Wireless Network<br />24% higher<br />Click rates are24% higherthan those on non-smart phones and for some devices, can range to135% higher<br />135% higher<br />Compared to web media, click rates are5 timesrecently cited statistics for online display <br />5 times<br />
    7. 7. Significant behavior change in desirable demos: youth, moms<br />I get more of my news from my mobile phone now than any other source<br />I use my mobile phone more than I use a computer to browse the Internet<br />The mobile Internet is my preferred way to receive information<br />Source: Insight Express, July 2009 Mobile Phone Users<br />
    8. 8. Mobile drives more purchase intent than online<br />BRAND METRICS<br />Mobile versus Online<br />Source: Insight Express<br />Note: Delta calculations based on overall exposed percentages (minus control)Respondents: Mobile N = 47,658, Online N = 513,973<br />
    9. 9. 9<br />Mobile advertising drives action: 1/3 influence others<br />ACTIONS TAKEN UPON SEEING MOBILE ADVERTISEMENTS<br />Source: Universal McCann/AOL July 2009 <br />Source: Universal McCann/AOL July 2009 <br />
    10. 10. Everyone is downloading apps<br />App Store Downloading Behavior – Free vs. Paid Downloads <br />Q1 2009<br />10Source: Nielsen Apple iPhone: An Executive Overview<br />* Denotes sample size &lt;20<br />
    11. 11. Consumer Profile: Weekly Mobile App Users<br />If I could make a purchase with a single click on my mobile, I would use it in the store and at home<br />I frequently will search for more information about a product with my mobile<br />Advertising keeps me up-to-date on products I would like to have<br />63% agree<br />53% agree<br />49% have requested more information about a product with their mobile<br />Source: Insight Express, Digital Consumer Portrait, 2009<br />
    12. 12. 12<br />Your message will get more attention<br />1<br />2<br />3<br />4<br />5<br />6<br />1<br />Typical web page:<br />Typical mobile page:<br />1 banner ad getting 100% attention<br />6 competing banner ads getting 16% of attention each (maybe…)<br />
    13. 13. What can I do<br />
    14. 14. What is mobile advertising?<br />14<br />
    15. 15. 15<br />Sight, sound, motion and action anywhere, anytime<br />Interstitials<br />iPhone expandable with in-ad map<br />Expandables<br />
    16. 16. Got an app? Get ranked!<br />16<br />
    17. 17. 17<br />Integrate your brand for 100% SOV and impact<br />Apps<br />Mobile Web<br />
    18. 18. Create a destination optimized for mobile<br />
    19. 19. 19<br />… and yes B2B and C-suite as well <br />
    20. 20. What results will I see<br />
    21. 21. Response rates driven by targeting, goals<br />Quattro Wireless Q2 internal data, US<br />Quattro Wireless Internal Data Q2 09, US<br />
    22. 22. Using mobile to launch a targeted product <br />OBJECTIVES<br /><ul><li>Drive awareness for new Concha Y Toro line of red wines from Chile, Xplorador
    23. 23. Position brand as fresh, stylish choice
    24. 24. Educate consumers about the wines and demystify the wine/food connection
    25. 25. Drive to retail and restaurant
    26. 26. Be cost-effective!</li></li></ul><li>Target audience<br />THE MULTIPLIERS<br /><ul><li>Adults 21+
    27. 27. Enjoy sharing a glass of wine with friends, eating out
    28. 28. Style leaders
    29. 29. Predisposed to share their ‘finds’ with others</li></li></ul><li>The mobile buy<br />Quattro Network<br /><ul><li>23 targeted sites and apps and Run of Network
    30. 30. Hispanic
    31. 31. Social networks (21+ targeted based on registration)
    32. 32. Entertainment
    33. 33. Applications
    34. 34. All platforms
    35. 35. Custom microsite</li></li></ul><li>The consumer experience<br />
    36. 36. The consumer experience<br />
    37. 37. Success one month in…<br />RESULTS<br /><ul><li>Click throughs as high as 6+%. Average across campaign 2%.
    38. 38. More than 40,000 visitors to the mobile site
    39. 39. 29% of age-verified consumers used retail locator – most popular section of the site</li></ul>TAKEAWAYS<br /><ul><li>Mobile network enables broad and targeted reach
    40. 40. Creating a mobile-specific experience key to success
    41. 41. You can use mobile for ‘niche’ products</li></li></ul><li>How do I get started<br />
    42. 42. The three-step success plan<br />1<br />Define your mobile objectives<br />2<br />Create your media plan<br />3<br />Measure and optimize<br />
    43. 43. 1. Define Objectives<br />Integrate mobile into your plan<br />Leverage mobile-specific behavior and device capabilities<br />
    44. 44. 2. Create your media plan<br />The Right Sites and Apps: based on insights about your audience and clearly defined mobile objectives<br />The Right Opportunities: create custom programs and integrations to effectively impact consumers<br />The Right Creative: from banners to full screen experiences and dynamic creative to ensure deeper engagement<br />The Right Destination: be sure to include a mobile optimized landing page to create a seamless consumer experience<br />
    45. 45. 3. Measure and Optimize<br />Continually optimize to increase campaign impact<br />Track installs, upgrades and form fills<br />View real-time key performance metrics <br />Use your wrap-up report (with site-by-site data) to increase performance across channels<br />
    46. 46. Quattro offers thousands of sites and applications<br />JUST A SAMPLING OF OUR CHANNELS AND NETWORK PARTNERS<br />NEWS & INFO<br />WOMEN / MEN<br />APPLICATIONS<br />SPORTS<br />COMMUNITY & GAMES<br />HISPANIC<br />TEEN<br />ENTERTAINMENT <br />33<br />33<br />
    47. 47. 34<br />Profile of Quattro Wireless, your world-class network partner<br />Offers critical massin the right environmentto reach my target audience on the mobile web and in application<br />1<br />1<br />Offers consultative servicesso that I can make the biggest impact with my campaign while getting the best return<br />Has the ability to laser-targetthe audience most likely to respond to and share my messages<br />2<br />5<br />2<br />5<br />MAKES MOBILE EASY!<br />MAKES MOBILE EASY!<br />3<br />4<br />3<br />4<br />Provides me with full transparencyon where I am buying and how each placement did, so I can learn and optimize<br />Provides accessto the sites and applications that are best for my ads, without me having to buy from each site individually<br />
    48. 48. Join our roster of successful clients<br />CONSUMER<br />PRODUCTS<br />TRAVEL<br />TECHNOLOGY<br />AUTOS<br />ENTERTAINMENT<br />OTHER<br />RETAIL<br />FORTUNE 500s<br />B2B<br />
    49. 49. 36<br />In conclusion….<br />1<br />2<br />Mobile is a key ingredient in a successful marketing program<br />Quattro Wireless will create maximum impact and superior results for you<br />