Advertising on mobile phones
What can we expect ?
Interactive advertising
   What has changed ?




                              power to the
                             ...
Mobile advertising
   Mobile media USP’s




                                 Anytime




70% of Belgians leave
mobile pho...
Mobile advertising
   Mobile media USP’s




                              Anytime

                              Anywhere...
Mobile advertising
   Mobile media USP’s




                                 Anytime

                                 An...
Mobile advertising
   Mobile media USP’s




                                Anytime

                               Anywh...
Mobile advertising
  Mobile media USP’s




                             Mobile phone is becoming
                        ...
Mobile advertising enablers
How to make it happen ?




                   What is the
                     magic
        ...
Mobile advertising enablers
  How to make it happen ?




                            Device

                            ...
Mobile advertising enablers
   How to make it happen ?


                       9951996-1997-1998-1999-2000-2001-2002-2003...
Mobile advertising enablers
   How to make it happen ?




                             Adapting content to mobile,
      ...
Mobile advertising enablers
  How to make it happen ?




                          Align your mobile strategy to
        ...
Business Models
...and to make it profitable !




                       Copy/Paste

                             or

   ...
Business Models
  ...and to make it profitable !




                          Adapting webvertising models
              ...
Business Models
   ...and to make it profitable !




                           Finding new models which fit
             ...
Business Models
Some examples




                  Sanoma Cases
Business Models
m-commerce: more straight than e-commerce


                   Not only a
                   marketing
   ...
Business Models
   ...thanks to SIM




                             SIM-card, 21st century
                              ...
Conclusions
  Who can shake the Belgian market ?




Advertisers won’t come on their own, we’ll all have to attract them !
Conclusions
  Who can shake the Belgian market ?




Advertisers won’t come on their own, we’ll all have to attract them !
Thank you




                                        Fabian Tilmant
                                          Partner cle...
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Cleverwood Mobile Advertising

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Cleverwood Mobile Advertising

  1. 1. Advertising on mobile phones What can we expect ?
  2. 2. Interactive advertising What has changed ? power to the consumer Investments for interactive media are still below 5% in Belgium while consumption is above 20% EIAA 2006 - CIM MDB 2007
  3. 3. Mobile advertising Mobile media USP’s Anytime 70% of Belgians leave mobile phone switched on 20 hours or more a day 87% of Belgians use mobile phone on a daily basis think BBDO national study 2005
  4. 4. Mobile advertising Mobile media USP’s Anytime Anywhere Proximus covers 99% of the Belgian population (GSM) and 85% in 3G Proximus website 2008
  5. 5. Mobile advertising Mobile media USP’s Anytime Anywhere Intimate 12% of Belgians have already answered the phone while having sex think BBDO national study 2005
  6. 6. Mobile advertising Mobile media USP’s Anytime Anywhere Intimate Natively rich and Belgians use 10% of the capabilities of their mobile interactive phone Laurent Redondo Sanchez BelgiqueMobile.be
  7. 7. Mobile advertising Mobile media USP’s Mobile phone is becoming life’s remote control Mobile phone’s native functionalities: SMS, calls, mobile internet, calendar, address book, email, applications, podcasts, m-payment... ...in your life: Bluetooth marketing, m-couponing, QR-codes, LBS...
  8. 8. Mobile advertising enablers How to make it happen ? What is the magic recipe ?
  9. 9. Mobile advertising enablers How to make it happen ? Device Network Platform Content How to have technologic- based mobile universe and content-based media world cohabiting ?
  10. 10. Mobile advertising enablers How to make it happen ? 9951996-1997-1998-1999-2000-2001-2002-2003-2004-2005-2006-2007-2008 From Nokia’s Dragon to Apple’s Visual Voice Mail Deep integration between end-user devices and network capabilities enables great mobile-relevant applications ...but are so rare !
  11. 11. Mobile advertising enablers How to make it happen ? Adapting content to mobile, not as easy as it may sound ! Creating a fit between traditional media content-offering and mobile-channel codes and constraints is a total new challenge ...to be taken by all actors !
  12. 12. Mobile advertising enablers How to make it happen ? Align your mobile strategy to your global strategy Your first clients for your Mobile Business will be your existing business customers ...B2C AND B2B customers !
  13. 13. Business Models ...and to make it profitable ! Copy/Paste or Innovate ?
  14. 14. Business Models ...and to make it profitable ! Adapting webvertising models to create new Business Models All webvertising models (Adwords, Adsense, bannering formats, newsletters, emailings, integrated content...) can be adapted ...but valorised to a new dimension !
  15. 15. Business Models ...and to make it profitable ! Finding new models which fit your position in the value chain New Business Models appears at each layer: Google Android, subsidized mobile phones, sponsored services, Blyk, Pumbby... ...but still need to prove their added value !
  16. 16. Business Models Some examples Sanoma Cases
  17. 17. Business Models m-commerce: more straight than e-commerce Not only a marketing media ...also a sales channel !
  18. 18. Business Models ...thanks to SIM SIM-card, 21st century bank card By owning the network, operators own 21st century new debit or credit card for all digital and real life goods: SIM ...but there’s a mole !
  19. 19. Conclusions Who can shake the Belgian market ? Advertisers won’t come on their own, we’ll all have to attract them !
  20. 20. Conclusions Who can shake the Belgian market ? Advertisers won’t come on their own, we’ll all have to attract them !
  21. 21. Thank you Fabian Tilmant Partner cleverwood Mobile Track Expert cleverwood Mobile Marketing Mgr Sanoma Magazines Belgium

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