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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