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Quattro Wireless Wow Of In App Advertising


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Quattro Wireless' presentation to Digiday: Apps with helpful tips for brands, advertisers and developers

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Quattro Wireless Wow Of In App Advertising

  1. 1. The WOW of Mobile App Advertising<br />
  2. 2. WHY?<br />HOW?<br />WHAT?<br />
  3. 3. WHY?<br />
  4. 4. 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 />
  5. 5. Many Opportunities to Reach and Engage<br />More than1 Billion global ad requests in Q2 (lots of opportunity to deliver a message!)<br />8.5x the click rate vs. online advertising <br />(and app users are influencers, so each message and click has even more impact per dollar)<br />
  6. 6. 22 Million Weekly Mobile Web Users<br />Remember, App users are also mobile web users! <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 />Sources: comScore; Insight Express, July 2009 Mobile Phone Users<br />
  7. 7. 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 />
  8. 8. Why Such High Impact?<br />Users spend significant time in their favorite apps = More opportunity to see your message<br /> Many applications capture location data (with user consent) = Enhanced targeting for close-to-purchase impact<br />100% share of voice = no competition for attention<br />
  9. 9. HOW?<br />
  10. 10. Sight, Sound, Motion!<br />Leverage Video assets from TV or online to Increase Engagement<br />Expandable Ads can Slide, Fade or Flip <br />Photo Gallery to Highlight Product Features<br />Example from mobile web, can run in-app as well<br />
  11. 11. Custom Integration with Persistent Branding (WHERETM)<br />
  12. 12. 100% Share of Voice with Custom Rich Media Integration (WHERETM)<br />Launch App<br />Close<br />Click to site<br />Interstitial<br />
  13. 13. From Ad View to Booking Room a Few Clicks<br />Banner<br />Click 2<br />Click 3<br />Click 1<br />
  14. 14. WHAT?<br />
  15. 15. The Three-Step App Advertising Success Plan<br />1<br />Define your mobile objectives<br />2<br />Create your media plan<br />3<br />Measure and optimize<br />
  16. 16. Define Objectives<br />Integrate mobile into your plan<br />Leverage mobile-specific behavior and device capabilities<br />
  17. 17. Create Your Media Plan<br />The Right Apps: based on insights about your audience and clearly defined mobile app objectives<br />The Right Opportunities: create custom programs on desirable apps 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 />
  18. 18. Measure and Optimize<br />Continually optimize to increase campaign impact<br />If you’re promoting your own app, use conversion tracking from your direct-to-download ads <br />At conclusion, request fully transparent reporting on your media buy to continuously improve campaign results on mobile and across channels<br />
  19. 19. Print out this handy cheat sheet….<br />