Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09


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Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

  1. 1. Integrating Mobile Advertising into the Marketing Mix Thomas Arthur, GM Sensis Digital Marketing Services
  2. 2. Advertising that’s always on
  3. 3. Key considerations for mobile campaigns Why mobile advertising? How is it being done?
  4. 4. Mobile advertising innovation Consumer mobile advertising content Sensis mobile advertising business
  5. 6. Why Mobile Advertising?
  6. 7. Reach 8.55 million Australians currently use a mobile phone connected to a 3G network Source: ACMA Communications Report 2007-2008
  7. 8. Reach More than 4.4 million are Telstra 3G and NextG TM network mobile customers
  8. 9. Reach users each month 2.3 million The MediaSmart mobile ad network has MediaSmart allows advertisers to take advantage of BigPond’s Mobile Portal which also includes the Sensis mobile and 3 rd party network. Source: Omniture Report (Jan – Mar 2009)
  9. 10. Audience Targeting Targeting parameter options can include:
  10. 11. Audience Targeting Bright Futures 35, Pyrmont Conscious Consumers 36, Clovelly Mortgaged Aspirations 35, Dundas Studied Wealth 55, Rose Bay
  11. 12. ROI <ul><li>Sophisticated reporting capabilities </li></ul><ul><li>Unique users </li></ul><ul><li>Number of banner ad impressions </li></ul><ul><li>Number of click-throughs to AdSites </li></ul><ul><li>Average page views </li></ul># Banner Ad Impressions # Click-through to AdSites Average Page Views
  12. 13. ROI <ul><li>Sophisticated reporting capabilities </li></ul><ul><li>Number of calls </li></ul><ul><li>Number of downloads </li></ul><ul><li>Number of competition entries </li></ul><ul><li>and more… </li></ul># Competition Entries # Downloads # Opt Ins # Mobile Coupons
  13. 14. How it’s being done
  14. 15. One click for direct response <ul><li>QANTAS GLOBAL SALE </li></ul><ul><li>Two-day buyout of the high profile BigPond “Top of Homepage” Banner in conjunction with press </li></ul><ul><ul><li>Leveraging enormous reach offered by the BigPond Mobile Portal </li></ul></ul><ul><li>KEY RESULTS </li></ul><ul><li>756,315 impressions delivered </li></ul><ul><li>CTR 1.16% </li></ul><ul><li>5% conversion rate to click to call </li></ul>
  15. 16. The brand in your hand <ul><li>Stimulate brand loyalty and product awareness through consumer engagement </li></ul><ul><li>McDONALD’S CHICKEN SUMMER CHOICES </li></ul><ul><li>MediaSmart mobile channel the best performing media for campaign. </li></ul><ul><li>KEY RESULTS </li></ul><ul><li>1,322,800 impressions delivered </li></ul><ul><li>CTR 1.01% </li></ul><ul><li>Video Downloads 3,019 </li></ul><ul><li>Competition entries 12,824 </li></ul>
  16. 17. <ul><li>Mapping </li></ul><ul><li>SMS shortcodes </li></ul><ul><li>Send to mobile </li></ul><ul><li>SMS broadcasts </li></ul><ul><li>Database/CRM integration </li></ul><ul><li>Coupons </li></ul><ul><li>Bluetooth </li></ul><ul><li>Mobile codes </li></ul>Integration with other media Mobile codes Coupons Send to mobiles Mapping
  17. 18. <ul><li>Lexus ‘L’Exhibition’ </li></ul><ul><li>National campaign targeting broad audience described as under 44yrs old, successful, affluent males </li></ul><ul><li>CTR 1.22% </li></ul><ul><li>Click to call 6% </li></ul>Integration with other media <ul><li>Video downloads 4.4% </li></ul><ul><li>Mobile codes scanned 2.5% </li></ul>“ Lexus owners tend to be tech-savvy and new media is proving to be an effective method of communicating with this market – Matt Joyce (Lexus Media Agency )
  18. 19. Mobile campaign checklist <ul><li>Content/Destination </li></ul><ul><li>Audience </li></ul><ul><li>Placement </li></ul><ul><li>Call to action </li></ul><ul><li>Creative </li></ul>Device-friendly Incentive Timing Integration For more details SMS* ‘cebit’ to 0415 268 766 * standard SMS charges apply or Visit our mobile site
  19. 20. &quot;TV will never be a serious competitor for radio because people must sit and keep their eyes glued on a screen; the average American family hasn’t time for it.&quot; - New York Times, 1939 Don’t make the same mistake with mobile advertising For more details SMS* ‘cebit’ to 0415 268 766 *standard SMS charges apply or Visit our mobile site