...but most people have better
things to do. Mobile Web Usage Frequency, 16-24 year-old users “At least daily”: 90% “More than an hour daily”: 61% 24% 22% 15% 16% 13% 4% 3% >3 hrs 2-3 hrs 1-2 hrs 30 min-1 hr Daily, <30 min Less than daily I don’t Source: Inﬁnita, April 2008
Japanese Advertising Market Expenditures by
media type and year-on-year growth +12% PoS YP 1% Other 5% Online (PC) 10% 2% +60% 3% Free Papers 6% Mobile Direct Mail 7% Newspapers -13% 14% Ad Inserts 4% Transport 6% Magazines 7% Radio -11% 3% TV 32% -7% Advertising Spendings 2008,YoY Change -4% Sources: Dentsu, February 2009
Campaign Examples AXE “Wake-up Service,
Inc.” Media: Mobile, Online, TV Agency: Bascule Inc. Client: Unilever/AXE Deodorant Date: February to March 2008 Sign up for campaign on AXE mobile site or PC site Set up personalized wake-up call times to mobile via PC website Immediately get conﬁrmation call to mobile, synched with video of girl on PC screen Collect 1 of 14 wake-up girl Flash wallpapers for your mobile as reward per each call - unlock “secret character” at the end Get free branded mobile application (alarm clock + “Tamagotchi Girl”) 200,000 UU and 1 million PV (ﬁrst 2 weeks) Source: Bascule Inc.
Campaign Examples Hange.jp “Half of
Life is a Game” Media: Mobile, Online, OOH, TV Agency: GT Inc. Client: NHN Date: Summer 2008 (3 months) Phase 1: “Hangao” face morphing game (mobile email-based) Phase 2: TV and creative OOH campaign promoting the mobile site “Instant lottery” via NFC chip embedded in OOH ﬁgures 150,000 Hangao participants, 10% of which converted to Hange.jp users At peak, 9-fold increase in daily new subscriptions for Hange.jp After campaign, number of monthly new subscribers doubled Source: GT Inc.
Campaign Examples Sony Music “JUJU
Pair Movie” Media: Mobile Agency: Mobile Art Lab Client: Sony Music Date: December 2008 to February 2009 5 “pair movie” episodes featuring the song downloadable for free from Sony Music mobile site Built-in viral element: social viewing experience Featured on front page of several newspapers 400,000 movie views in ﬁrst month Song downloaded 200,000 times in ﬁrst week 2 million (paid!) song downloads and 150,000 CD singles sold Source: Mobile Art Lab
Campaign Examples Honda “K-tra” Media:
Mobile, Online Client: Honda Date: Since November 2008, ongoing Virtual Mobile Hitchhiking Game, tied to real- world movements, with social component “Experience mobility through other people’s movements, and have fun in the process” More than 20,000 users and more than 2 million page views in ﬁrst 2 months Almost 1.8 million km “traveled” to date Source: Mobile Art Lab
Campaign Examples AXE “Chocoman Hunter”
Media: Mobile, Online, TV, OOH Agency: Bascule Inc. Client: Unilever/AXE Deodorant Date: September to November 2008 “Chocoman Hunter” campaign for “Dark Temptation” fragrance Collect Chocoman QR Codes to gather points (OOH and from friends’ mobiles’ screens) Prize: 1% of AXE sales during campaign period (amount could be checked online) Recruited friends automatically become competitors Source: Bascule, Inc.
Roles of Mobile Advertising From
attention to sharing Attention Interest Search Action Share URL TV Newspaper Transit PoS Mobile SNS Mobile Site Mobile Mail Radio OOH Magazines Mobile Search Mobile Tool PC Site Blogs Reviews PC Search Online Event Mobile Ads EC Site Word of Mouth
Attention Interest Search Action Share
Broad Reach Targeted Reach Search PoS Social Mobile SNS Carrier Menu Fashion News&Sports Access Tools Mobile Email Ads QR Mobile Site TV Guide Short Codes !"#$!! Location/Maps Mobile SNS Visual Search Mobile Email NFC