Ad Tech 2011 InMobi - Rob Marston - panel - achieving an effective mobile strategy


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Rob Marston - InMobi Regional Director - Ad Tech Sydney 2011 Panel 'Achieving an Effective Mobile Strategy - the 5 myths of mobile marketing'
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  • When we analysed the results of our survey there were no real surprises to us that click to call and click to share were ranked highly by respondents as these are the main uses we see for mobile phones. It was interesting to also note that the click to download, buy or search were also strong factors for respondents and we believe this is linked very closely to the diverse nature of the mobile device, especially smartphone where its telephony capability is becoming secondary
  • DON’T re-purpose web content! Mobile is a unique medium with its own unique advantages – as such anyone building a campaign for mobile should take into consideration calls to action that are related to the role and capabilities of the device
  • Clients always seem to want to ask what is new in mobile? But in fact users are already seeing the benefits of mobile and it isnt always about cool-hunting.
  • Users already see the role of mobile advertising and understand its benefit –marketers are slower on the up take. The focus for marketers should not be on what is new, but more on what is it that mobile delivers to the user community? Our research shows that the Australian mobile audience wants mobile advertising to overwhelmingly introduce them to something new and help them learn more about something…we Aussies an unbridled quest for knowledge! It’s interesting to also note that of the 9 options given to respondents, location based services, or using mobile to help them find something nearby came 7 th Users aren’t saying its unimportant, but they believe the immediate benefits of mobile are already here.
  • Focusing solely on what is new is great……for strategist and futurists, but right now there are real benefits to be had from including mobile as an information and discovery component of your strategy
  • The bar is set very high for adverstisers who want hyper targeting – only this city, this geo-fence, this demographic. However in increasing the targeting parameters, there is always a chance that you will miss some of your more lateral audience
  • AdROIt tool helps with discovery of new audiences based on data
  • Good to experiment and by doing so we managed to discover new audiences for Salto Alto outside of their perceived fan base
  • Advertisers are often holding back on investing in Mobile citing that consumers are simply not ready for mobile…we believe this to not be the case
  • The survey shows that the Australian mobile audience was THE most comfortable getting mobile ads of any country surveyed 75% of Australians are comfortable with receiving advertising on their mobile phones (with only 14% feeling in any way uncomfortable) The acceptance is higher than US and Asia and the discomfort is also lower Comfort levels are much higher than anticipated and suggest consumers are ahead of advertisers.
  • If marketing is all about having ticks against the 4 P’s then the Place is mobile to convey information and help discovery and the time is now!
  • Of course, it is your prerogative if you want to wait….although I believe there is a story about that involving a hare and a tortoise that you might also want to take into account
  • Mixi – large social network in JP 2-3 year mobile became THE major channel for accessing their site PC WEB USAGE DECLINED & NOT JUST IN TERMS OF SHARE As mobile penetration increases usage will switch to mobile and the business model will move – are you ready
  • Need I say more?
  • Ad Tech 2011 InMobi - Rob Marston - panel - achieving an effective mobile strategy

    1. 1. 5 MYTHS limiting an effective mobile strategy Rob Marston Regional Director - Pacific Mar 8, 2011
    2. 2. 1 Mobile…It’s Just Like the Desktop!
    3. 3. <ul><li>Base = Test respondents (Asia=2,658, Australia=449) </li></ul><ul><li>Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click] </li></ul>Interest is generally dispersed and linked to the increasingly broad usage of the device itself.
    4. 4. Mobile is NOT the desktop. Creative and Call to Action should link to device usage.
    5. 5. 2 Can We Talk About What’s New?
    6. 6. <ul><li>Base = Control respondents (Asia=657; Australia=151) </li></ul><ul><li>Q4. Has a mobile ad ever…? [check all that apply] </li></ul>Major brands should incorporate burst campaigns as a vital component of their media strategy.
    7. 7. Focus on what works, not just what is new. What’s the real goal?
    9. 9. <ul><li>Targeted Buy: </li></ul><ul><li>Highly targeted (women, 25 - 44, high end devices) </li></ul><ul><li>No Media “spillage” </li></ul><ul><li>Less than 10% of the clicks </li></ul><ul><li>Supporting Broad Buy: </li></ul><ul><li>Broad based campaign </li></ul><ul><li>Use of post-click Ad ROI tracking technology (AdROIt™) </li></ul><ul><li>10x increase in clicks vs. targeted buy </li></ul>RESULTS: SALTO ALTO SHOES
    10. 10. Targeting Is a Guideline, Not the Goal. Leverage Analytics to Drive Reach & Efficiency.
    12. 12. 75% of Australians are already embracing the value of mobile advertising. <ul><li>Base = Total respondents ( Asia=3,350, Australia=604) </li></ul><ul><li>Q3. How comfortable are you with mobile advertising? </li></ul>  10 pts. Vs. U.S. 4 pts. vs. Asia   4 pts. vs. U.S. 1 pts. vs. Asia
    13. 13. Australians are the most receptive to mobile ads, globally. Consumers Are Ready. Are You?
    14. 14. 5 I PREFER TO WAIT
    16. 16. Mobile is NOT the Future; It is Now. Stick your neck out
    17. 17. For $50 of FREE In-Network spend, please visit:   Enter   Promotion Code: adtechsydney Visit us on Stand 12 at the exhibition  
    18. 18. Thank You. Rob Marston Regional Director - Pacific [email_address]