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Ad:Tech New York 2012 Mobile Marketing Masters Opening Session 1


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My opening presentation, focusing on the state of the industry and the challenge to the industry to close the gap for more growth in advertiser investment. Pls contact me for a version that includes all the builds.

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Ad:Tech New York 2012 Mobile Marketing Masters Opening Session 1

  1. 1. Mobile Marketing:Best Practices for Cracking Today’s Most Intimate Channel
  2. 2. Nice to meet youmalbarda: always on
  3. 3. Background
  4. 4. The year of Mobile Marketing?
  5. 5. And it works!
  6. 6. At the same time…
  7. 7. This might explain:• The good news: – Mobile Ad Spend: $ 2.6 BLN• The not-so-good news: – That is less than 2% of total Ad Spend
  8. 8. The discrepancy• Consumers: – 1 billion smart phone users – Always on, always there iPass Infographic
  9. 9. The discrepancy• Consumers know how to • Advertisers don’t know how to use mobile: use mobile: – 1 billion smart phone users – 47% of advertisers “dissatisfied” with mobile marketing progress – 9% of all search is thru mobile – 37% still evaluating effectiveness of mobile programs – $850 million spend globally on mTrade – Only 14% of advertisers “happy” with mobile ad results – (CMO Council, Fall 2012)
  10. 10. Media AgencyMobile AgencyDigital AgencyCreative Agency Problem #1 Mobile Ad Network
  11. 11. And the consumer? I want to be able to find what I need when I need it I want to be able to share what I want when I want toI want to be able to do what I want to do when I want to do it
  12. 12. Problem 2: ROI(or lack thereof)
  13. 13. ROI – two worldsDirect Sales Indirect Sales• KPI’s (typically): • KPI’s (typically) – Actual sales – Brand Health – Conversion – Brand Love – Value per touch point – Relationship to sales – Etc. – Etc.
  14. 14. What “you” are offering
  15. 15. What “we” are far more interested in Source: Google The new Multi-Screen World
  16. 16. Think before you App!
  17. 17. The ChallengeConsumersthinking about easy Stop want seamless and it asaccess. “mobile”.Surely, that is what we shouldprovide. Start thinking about theWith “engaging” and “true two way” interaction opportunities thatthrown in for good measure. the consumer is seeking.
  18. 18. With that…• Session 1: – State of the industry – Trends and Expectations – Will we solve The Challenge?• Session 2: – Advertiser experience showcase – Have they solved The Challenge?
  19. 19. Breakout Session Presentation:Mobile Marketing: Best Practices forCracking Today’s Most Intimate ChannelSESSION LEADER:• Maarten L. AlbardaSPEAKERS:• Eric Ferguson, Vice President of Digital Client Services for Nielsen• Peter Marx, VP of Business Development, Qualcomm Labs• Mary Sheehan, ESPN