Exploring	  the	  basics	  of	  Mobile	  adver6sing	  Cherylann	  Smith	  	  Digital	  Strategist	  2009	  
Why	  mobile	  adver6sing?	  WHAT	  IS	  MOBILE?	  Mobile	  does	  not	  fit	  into	  the	  tradi6onal	  marke6ng	  mindset...
WELCOME	  There	  are	  almost	  twice	  as	  many	  cellphones	  as	  there	  are	  TV	  sets	  In	  South	  Africa	  tod...
Where	  to	  begin…	  At	  the	  start…	  Image	  source	  unknown	  
Where	  to	  begin…	  Evolu<on	  Image	  source	  unknown	  
Where	  to	  begin…	  Evolu<on	  Image	  source	  unknown	  
Where	  to	  begin…	  Progress	  Image	  source	  unknown	  
More	  progress…	  Revolu<on	  Image	  source	  unknown	  
And	  then	  there	  was	  the…	  Guess?	  First	  real	  mobile	  phone?	  
Innova<ve!	  It	  worked!	  Image	  source	  unknown	  
What	  is	  this?	  Mobile	  phones	  are	  really	  not	  phones	  anymore	  Image	  source	  unknown	  
Clock AlarmCalculatorCameraLibraryLocation based servicesRadioMessagingMMSBluetoothGamesMP3 PlayerEmailVoice recorderMemo ...
Why	  mobile	  adver6sing?	  WHY	  MOBILE?	  New	  ways	  for	  brands	  to	  interact	  with	  consumers.	  	  	  Simple,...
Increase	  in	  adver6sing	  cluZer…	  	  It’s	  a	  shiM	  in	  the	  way	  we	  think	  	  It’s	  about	  engagement	  &...
Used	  from:	  Martha	  Kagan	  -­‐	  the	  next	  genera<on	  of	  immersive	  mobile	  branding	  
Used	  from:	  Martha	  Kagan	  -­‐	  the	  next	  genera<on	  of	  immersive	  mobile	  branding	  Relevance and engageme...
Rules	  of	  engagement…	  Be usefulBe interestingDon’t over-estimate the culture shiftBe visualGet to the pointEntertain ...
Tac<cs	  without	  strategy	  	  is	  the	  noise	  before	  defeat	  	  ~	  Sun	  Tsu	  Image	  source	  unknown	  
So	  who	  are	  we	  speaking	  to?	  Young is a state of mind,not a physical state of beingMillenials	  Don’t think user...
So	  who	  are	  we	  speaking	  to?	  Mul<	  taskters	  Things to do…Image	  source	  unknown	  
So	  who	  are	  we	  speaking	  to?	  Who	  are	  on	  the	  go	  Places to go…Image	  source	  unknown	  
So	  who	  are	  we	  speaking	  to?	  Tired of conventional advertisingSnack size, straight to the pointRelevance and eng...
It’s	  micro	  content…	  Life	  is	  about	  sharing	  Customised ads reach key target audienceMultiple creatives for bet...
What	  must	  I	  know?	  HandsetLifestyle & PsychographicallyTime of DayTargeted demographicallyLocation basedWhat can we...
Objec<ves	  Create AwarenessGenerate LeadsConvert LeadsGet sign upsData acquisition & profilingTargeted campaignsTac<cs…	 ...
Usability	  Familiarity,	  Consistency,	  Simplicity	  For pages to be scan-able, fonts should besimple and clear to read....
We’re	  moving	  forward	  We’ve	  moved	  BEYOND	  promo6ng.	  	  	  	  	  	  	  	  	  	  We’re	  about	  building	  bran...
So	  what	  does	  this	  mean?	  WE’RE	  NOT	  IN	  THE	  MEDIA	  BUSINESS	  	  	  	  We’re	  in	  the	  business	  of	  ...
Thank	  you	  Cherylann	  Smith	  	  I	  am	  a	  passionate,	  innova<ve	  big	  picture	  thinker	  who	  can	  connect	...
Disclaimer	  and	  Privacy	  Policy	  I	  believe	  in	  collabora<ve	  informa<on	  sharing	  in	  order	  to	  grow	  an...
The basics of mobile advertising
Upcoming SlideShare
Loading in …5
×

The basics of mobile advertising

825 views

Published on

This is a talk I gave in 2009 and still seems relevant today in taking clients through the basics of mobile with some tips and tricks on getting the fundamentals right.

Published in: Technology
  • Be the first to comment

  • Be the first to like this

The basics of mobile advertising

  1. 1. Exploring  the  basics  of  Mobile  adver6sing  Cherylann  Smith    Digital  Strategist  2009  
  2. 2. Why  mobile  adver6sing?  WHAT  IS  MOBILE?  Mobile  does  not  fit  into  the  tradi6onal  marke6ng  mindset.    It’s  smaller,  but  not  small.  It’s  a  new  way  of  thinking.    It’s  a  new  way  of  interac6ng.    It’s  a  new  way  of  speaking  to  your  audience.    It’s  not  isolated.    It’s  part  of  a  bigger  picture.      A  LITTLE  SPACE,  WITH  BIG  OPPORTUNITY!  
  3. 3. WELCOME  There  are  almost  twice  as  many  cellphones  as  there  are  TV  sets  In  South  Africa  today…  44%  of  emails  are  sent  and  received  from  a  cellphone  There  are  5.3  <mes  more  homes  with  cellphones  than  with  landlines  There  are  four  <mes  as  many  households  with  a  cellphone  than  a  computer  SMS  is  used  by  almost  four  <mes  more  people  than  email  There  are  almost  6  6mes  more  cellphone  subscribers  than  internet  users  Source:  MMA  AMPS  2009  
  4. 4. Where  to  begin…  At  the  start…  Image  source  unknown  
  5. 5. Where  to  begin…  Evolu<on  Image  source  unknown  
  6. 6. Where  to  begin…  Evolu<on  Image  source  unknown  
  7. 7. Where  to  begin…  Progress  Image  source  unknown  
  8. 8. More  progress…  Revolu<on  Image  source  unknown  
  9. 9. And  then  there  was  the…  Guess?  First  real  mobile  phone?  
  10. 10. Innova<ve!  It  worked!  Image  source  unknown  
  11. 11. What  is  this?  Mobile  phones  are  really  not  phones  anymore  Image  source  unknown  
  12. 12. Clock AlarmCalculatorCameraLibraryLocation based servicesRadioMessagingMMSBluetoothGamesMP3 PlayerEmailVoice recorderMemo PadStop WatchVideo editorBanker Yellow pagesNewspaperSocial NetworkingBrowserSearchMapsImage  source  unknown  
  13. 13. Why  mobile  adver6sing?  WHY  MOBILE?  New  ways  for  brands  to  interact  with  consumers.      Simple,  yet  effec6ve…    but  limited  to  a  small  screen  
  14. 14. Increase  in  adver6sing  cluZer…    It’s  a  shiM  in  the  way  we  think    It’s  about  engagement  &  interac<on      It’s  NOT  broadcast  Media  CluZer  Image  source  unknown  
  15. 15. Used  from:  Martha  Kagan  -­‐  the  next  genera<on  of  immersive  mobile  branding  
  16. 16. Used  from:  Martha  Kagan  -­‐  the  next  genera<on  of  immersive  mobile  branding  Relevance and engagement are key
  17. 17. Rules  of  engagement…  Be usefulBe interestingDon’t over-estimate the culture shiftBe visualGet to the pointEntertain meSolution integratorIt’s all about conversationsSimple,  yet  effec<ve  Image  source  unknown  
  18. 18. Tac<cs  without  strategy    is  the  noise  before  defeat    ~  Sun  Tsu  Image  source  unknown  
  19. 19. So  who  are  we  speaking  to?  Young is a state of mind,not a physical state of beingMillenials  Don’t think usersthink…INFLUENCERSImage  source  unknown  
  20. 20. So  who  are  we  speaking  to?  Mul<  taskters  Things to do…Image  source  unknown  
  21. 21. So  who  are  we  speaking  to?  Who  are  on  the  go  Places to go…Image  source  unknown  
  22. 22. So  who  are  we  speaking  to?  Tired of conventional advertisingSnack size, straight to the pointRelevance and engagement are key…  &  they’re  savy  People to talk to…Image  source  unknown  
  23. 23. It’s  micro  content…  Life  is  about  sharing  Customised ads reach key target audienceMultiple creatives for better resultsThere is no room to explain, keep it simpleUPPERCASE words are slower to readAvoid superlongwordsIt’s powerful, targeted, personalImage  source  unknown  
  24. 24. What  must  I  know?  HandsetLifestyle & PsychographicallyTime of DayTargeted demographicallyLocation basedWhat can we do with mobile?We  can  target  YOU:  Text  &  Banner  ads  Image  source  unknown  
  25. 25. Objec<ves  Create AwarenessGenerate LeadsConvert LeadsGet sign upsData acquisition & profilingTargeted campaignsTac<cs…  Measurements…  ImpressionsClicksClick through ratesLeads & sign upsPage viewsImage  source  unknown  
  26. 26. Usability  Familiarity,  Consistency,  Simplicity  For pages to be scan-able, fonts should besimple and clear to read.Always try to keep the elements on a bannerminimal. The message should be clear & easyto process.Engaging non-intrusive consumer experienceImage  source  unknown  
  27. 27. We’re  moving  forward  We’ve  moved  BEYOND  promo6ng.                    We’re  about  building  brand  affinity  through  the  right  messaging,  at  the  right  6me,  in  the  right  place.  Image  source  unknown  
  28. 28. So  what  does  this  mean?  WE’RE  NOT  IN  THE  MEDIA  BUSINESS        We’re  in  the  business  of  connec6ng  with  consumers.     Image  source  unknown  
  29. 29. Thank  you  Cherylann  Smith    I  am  a  passionate,  innova<ve  big  picture  thinker  who  can  connect  digital  and  social  to  all  other  aspects  of  the  client  business  to  drive  growth  opportuni<es    @mylifescape    Image  source  unknown  
  30. 30. Disclaimer  and  Privacy  Policy  I  believe  in  collabora<ve  informa<on  sharing  in  order  to  grow  and  learn.    The  images  used  in  this  presenta<on  are  found  from  different  sources  all  over  the  Internet,  and  are  assumed  to  be  in  public  domain  and  are  displayed  under  the  fair  use  principle.  I  provide  informa<on  on  the  images  source  and  author  whenever  possible,  and  I  will  link  back  to  the  owners  website  wherever  applicable.    If  you  are  the  owner  of  the  images  and  you  believe  that  their  use  on  this  site  is  in  viola<on  of  any  copyright  law,  then  please  contact  me  directly.  

×