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Mobile Advertising

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Mobile Advertising, Digital, Mobile Business, Mobile Werbeformen, Displaywerbung, Interstitial, Mobile Nutzung, Mobile Werbeausgaben

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Mobile Advertising

  1. 1.   MOBILE ADVERTISING SOMEXCLOUD Social Media Akademie Amuse-­‐ Bouche   Sven Ruoss Ab 01.02.2014 Leiter Unternehmensentwicklung bei watson Mobile  Adver,sing   Sven  Ruoss   Folie  1  
  2. 2. Amuse-­‐ Bouche   Mobile   Adver3sing?     Mobile  Adver,sing   Sven  Ruoss   Folie  2  
  3. 3. „Mobile  Knowledge  is     the  New  Oil!“   Amuse-­‐ Bouche   Mobile  Adver,sing   Sven  Ruoss   Folie  3  
  4. 4. Das  Modul  „Mobile  Adver,sing“  hat  das  Ziel,  den  Teilnehmenden  einen  Überblick   über  „Mobile  Adver,sing“  zu  geben       Inhalt  und  Lernziele  Modul  „Mobile  Adver,sing“     Inhalt     Amuse-­‐ Bouche   Lernziele     •  Statements  &  Fakten   •  Der  Medienwandel  (wofür  wir  alles  Apps  nutzen)     Die  Teilnehmenden  …   •  Mobile  Traffic  (Verteilung,  Beispiel  20  Minuten)   •  …  kennen  die  Markceilnehmer  im  Mobile  Adver,sing   •  MarkTorschungsdaten  (Netmetrix)  Mobile  Report  Base   und  Audit   •  …  kennen  die  Vor-­‐  und  Nachteile  der  verschiedenen   Werbeformen     •  Mobile  Nutzungsverhalten  und  Zielgruppe   •  …  kennen  die  verschiedenen  Buchungsmodelle  /   Pricings   •  Herausforderung  für  Verlage     •  Der  grosse  GAP  (Nutzung  vs.  Spendings)     •  Mobile  Werbeformen     •  …  kennen  Unterschiede  zwischen  guten  und   schlechten  Mobile  Adver,sing  Umsetzungen   •  Do‘s  &  Don‘ts  und  Learnings   •  …  verstehen  die  Charakteris,ken  von  HTML5   Werbeformen  (Richmedia)     •  Mehrwert  Mobile  (in  Kombina,on  mit  Mul,screen)   •  ...  können  Trends  bei  Mobile  Adver,sing  an,zipieren     •  Marktübersicht  (Player)  /  Das  Mobile  Adver,sing   Ecosystem   •   …  kennen  Tipps  und  Tricks  zu  Mobile  Adver,sing     •  Landingpages   •  Case  Studies  (Migros)       •  Mobile  Adver,sing  Trends     •  Key  Takeouts     Mobile  Adver,sing   Sven  Ruoss   Folie  4  
  5. 5. Das  heu,ge  Module  „Mobile  Adver,sing“  ist  in  sieben  Teile  gegliedert   Agenda   1   Intro     2   Fakten  und  Herausforderungen     3   Mobile  Werbeformen  und  -­‐  formate   4   Case  Studies   5   Mobile  Strategien     6   Mobile  Adver,sing  Trends   7   Amuse-­‐ Bouche   Key  Takeouts   Mobile  Adver,sing   Sven  Ruoss   Folie  5  
  6. 6. Amuse-­‐ Bouche   Paul  Gelb,  Razorfish:       „I  think  mobile  ad  spend   will  overtake  television.“       Mobile  Adver,sing   Sven  Ruoss   Folie  6  
  7. 7. Mobile  ist  die  Zukunl  –  Darum:  „Mobile  First!“   Amuse-­‐ Bouche   Statements  zu  „Mobile“   „We  unterstand  that  the  new   rule  is  mobile  first!“   Mac  Galligan   Mitgründer  von   SimpleGeo   Mobile  Adver,sing   Eric  Schmidt   CEO  Google   „The  „future  of  mobile“  is  the   „future  of  everything“.“   Sven  Ruoss   Folie  7  
  8. 8. Amuse-­‐ Bouche   Steve  Jobs,  Apple:       „Most  of  this  mobile   adver9sing  really  sucks.“       Mobile  Adver,sing   Sven  Ruoss   Folie  8  
  9. 9. Das  Mobile  wird  die  Welt  verändern   Amuse-­‐ Bouche   Statements  zu  „Mobile“   „Wir  tun  alles  um  mit  Mobile   Geld  zu  verdienen!“   Marissa  Mayer;     CEO  Yahoo   „Ohne  Mobile  ist  der   Marke3ngmix  nicht   abgeschlossen.“   Wendy  Clark   SVP  Coca-­‐Cola   Mobile  Adver,sing   Sven  Ruoss   Folie  9  
  10. 10. Der  Trend  der  mobilen  Internetnutzung  ist  ungebrochen  –  Mehr  als  60%  bzw.  3,2   Mio.  in  der  Schweiz  nutzen  Internet  über  das  Mobile   Internetnutzer  SSD  und  Tablet  Schweiz     Amuse-­‐ Bouche   Quelle: http://www.net-metrix.ch/sites/default/files/files/NET-Metrix-Mobile/Mobile-Report/PR/ NMM_PR_20130327_d.pdf Mobile  Adver,sing   Sven  Ruoss   Folie  10  
  11. 11. 20  Minuten:  Der  Traffic  bei  Desktop  stagniert,  hingegen  bei  Smartphone  und   Tablet  wächst  er  rasant     Entwicklung  Visits  20  Minuten  Online  nach  Gerätetyp,  in  Mio.  Visits   Amuse-­‐ Bouche   Quelle: http://www.tamedia.ch/fileadmin/files/documents/Diverse_Dokumente/ 20130829_PRA_Mobile_Case_Tamedia_Final.pdf Mobile  Adver,sing   Sven  Ruoss   Folie  11  
  12. 12. Gemäss  PWC-­‐Prognose  wächst  das  Mobile-­‐Werbesegment  in  der  Schweiz  stark  –   ca.  34  Mio.  CHF  Werbeausgaben  im  2014   Online-­‐Werbesegment  Schweiz  neco  2012-­‐2016  (Mio.  CHF)   Amuse-­‐ Bouche   Quelle:  PWC  Swiss  Entertainment  and  Media  Outlook  2012-­‐2016   Mobile  Adver,sing   Sven  Ruoss   Folie  12  
  13. 13. Die  wich,gsten  Formen  mobiler  Werbung  sind  Display,  Branded  Apps,  Video,   Audio,  Ak,vierung  und  Loca,on  Based  Werbung     Die  wich,gsten  Formen  mobiler  Werbung     Amuse-­‐ Bouche   Mobile  Display     Branded  Apps   Videowerbung     Audiowerbung   Mobile  Ak,vierung   Loca,on  Based   Werbung   Mobile  Adver,sing   Sven  Ruoss   Folie  13  
  14. 14. Das  Mobile  Banner  ist  zurzeit  die  Standardwerbeform  im  mobilen  Angebot  –   unterschiedliche  Werbemicelgrössen  für  verschiedene  Smartphones  nö,g     Mobile  Werbeformen:  Banner     Amuse-­‐ Bouche   -­‐  Es  gibt  unterschiedliche  Werbemicelgrössen,   welche  die  verschiedenen   Bildschirmauflösungen  von  Smartphones   unterstützen     -­‐  Fix  im  Content  integriert   -­‐  S,cky  unten  oder  oben:  Das  Werbemicel   klebt  am  oberen  oder  unteren  Rand  des   Bildschirms   -­‐  Das  Werbemicel  muss  entweder  schliessbar   sein  oder  wird  maximal  10  Sekunden  fix   eingeblendet   Mobile  Adver,sing   Sven  Ruoss   Folie  14  
  15. 15. Das  Werbeformat  „Inters,,al“  bietet  volle  Visibilität  und  somit  garan,erte   Aufmerksamkeit     Mobile  Werbeformen:  Inters,,al/Pres,,al   Amuse-­‐ Bouche   -­‐  Das  Werbeformat  verschwindet  nach   einer  definierten  Zeit  und/oder  kann   geschlossen  werden   -­‐  Vorteil:  Garan,erte  Aufmerksamkeit  und   volle  Visibilität     Mobile  Adver,sing   Sven  Ruoss   Folie  15  
  16. 16. Migros,  GfK  und  Tamedia  haben  2013  gemeinsam  eine  Studie  zur  Mobile-­‐ Werbewirkung  durchgeführt     Migros  Case:  Intro     Amuse-­‐ Bouche   Quelle: http://www.youtube.com/watch?v=_ErbdGN6oPY Mobile  Adver,sing   Sven  Ruoss   Folie  16  
  17. 17. Key  Learnings:  Mobile  Werbung  wirkt  –  Op,male  Kontaktdosis  bei  5-­‐6  OTS  –   Spezifische  Ausrichtung  von  Botschal  und  Werbemicel     Migros  Case:  Key-­‐Learnings   Amuse-­‐ Bouche   1   Langsamer,  aber  kon,nuierlicher  Reichweitenauyau   2   Die  op,male  Kontaktdosis  liegt  bei  5-­‐6  OTS   3   Die  gemessene  CTR  muss  um  40%  nach  unten  gewichtet  werden   4   Mobile  Werbung  wirkt  –  höhere  Werbeerinnerung  wird  mit  weiteren  Medien  erzielt   5   Bei  grossen  Formaten  muss  ein  Capping  von  2  eingesetzt  werden     6   Botschal  und  Werbemicel  müssen  spezifisch  auf  Mobile  ausgerichtet  sein     Mobile  Adver,sing   Sven  Ruoss   Folie  17  
  18. 18. Die  Zukunl  des  Marke,ngs  bleibt  spannend  –  Mobile  Adver,sing  wird  in  den   nächsten  Jahren  weiterhin  an  Bedeutung  gewinnen     Marke,ng  2020:  The  Future  of  Adver,sing   Amuse-­‐ Bouche   Quelle:  hcp://www.youtube.com/watch?v=M0t-­‐Q8sVurQ   Mobile  Adver,sing   Sven  Ruoss   Folie  18  
  19. 19. Vielen  Dank  für  die  Aufmerksamkeit       Amuse-­‐ Bouche   Kontaktdaten  Sven  Ruoss   Sven  Ruoss   Luchswiesenstrasse  30   8051  Zürich   Schweiz     +41  78  824  74  08   svenruoss@svenruoss.ch     www.svenruoss.ch     Mobile  Adver,sing   Sven  Ruoss   Folie  19  

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