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Adtech2011 | InMobi - panel - Achieving an effective mobile strategy v2

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Mobile…It’s Just Like the Desktop! Major brands should incorporate burst campaigns as a vital component of their media strategy.

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Adtech2011 | InMobi - panel - Achieving an effective mobile strategy v2

  1. 1. 5 MYTHS limiting an effective mobile strategy Rob Marston Regional Director - Pacific Mar 8, 2011
  2. 2. 1 Mobile…It’s Just Like the Desktop!
  3. 3. <ul><li>Base = Test respondents (Asia=2,658, Australia=449) </li></ul><ul><li>Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click] </li></ul>Interest is generally dispersed and linked to the increasingly broad usage of the device itself.
  4. 4. Mobile is NOT the desktop. Creative and Call to Action should link to device usage.
  5. 5. 2 Can We Talk About What’s New?
  6. 6. <ul><li>Base = Control respondents (Asia=657; Australia=151) </li></ul><ul><li>Q4. Has a mobile ad ever…? [check all that apply] </li></ul>Major brands should incorporate burst campaigns as a vital component of their media strategy.
  7. 7. Focus on what works, not just what is new. What’s the real goal?
  8. 8. 3 I ONLY WANT HYPERTARGETING
  9. 9. <ul><li>Targeted Buy: </li></ul><ul><li>Highly targeted (women, 25 - 44, high end devices) </li></ul><ul><li>No Media “spillage” </li></ul><ul><li>Less than 10% of the clicks </li></ul><ul><li>Supporting Broad Buy: </li></ul><ul><li>Broad based campaign </li></ul><ul><li>Use of post-click Ad ROI tracking technology (AdROIt™) </li></ul><ul><li>10x increase in clicks vs. targeted buy </li></ul>RESULTS: SALTO ALTO SHOES
  10. 10. Targeting Is a Guideline, Not the Goal. Leverage Analytics to Drive Reach & Efficiency.
  11. 11. 4 CONSUMERS ARE NOT READY.
  12. 12. 75% of Australians are already embracing the value of mobile advertising. <ul><li>Base = Total respondents ( Asia=3,350, Australia=604) </li></ul><ul><li>Q3. How comfortable are you with mobile advertising? </li></ul>  10 pts. Vs. U.S. 4 pts. vs. Asia   4 pts. vs. U.S. 1 pts. vs. Asia
  13. 13. Australians are the most receptive to mobile ads, globally. Consumers Are Ready. Are You?
  14. 14. 5 I PREFER TO WAIT
  15. 15. MONTHLY PAGE VIEWS (MM) MOBILE INTERNET CASE STUDY: JAPAN
  16. 16. Mobile is NOT the Future; It is Now. Stick your neck out
  17. 17. For $50 of FREE In-Network spend, please visit: www.inmobi.com/adtechsydney   Enter   Promotion Code: adtechsydney Visit us on Stand 12 at the exhibition  
  18. 18. Thank You. Rob Marston Regional Director - Pacific [email_address] www.inmobi.com

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