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Mobilise to
Optimise
mobileSQUARED Roadshow


29 September 2010
The man from Del Monte…


        Don't Know/Not Sure

                         No Plans

   Plan to Use (>12 Months)

   ...
Technology and   Mobile media
                                   creative      planning and
                              ...
A global app forecast from Ovum….




                                    5
Apps – simplicate and add lightness




                                      6
Limited repertoire
Rules-based buying
Latency of the mobile web



– Rules-based buying

– Big organic growth

– Paid search is underweight

– Mobile commerce

...
Opted-in ad targeting




O2 More NatWest iPhone app launch
                                      Orange Shots trailer pro...
Optimise your website for mobile




                                   11
Conclusions



– We’re investing

– It’s already routine

– ‘Apps versus’ or ‘apps and’

– Behind the search and commerce ...
M2 roadshow europe adam smith group m
M2 roadshow europe adam smith group m
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M2 roadshow europe adam smith group m

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M2 roadshow europe adam smith group m

  1. 1. Mobilise to Optimise mobileSQUARED Roadshow 29 September 2010
  2. 2. The man from Del Monte… Don't Know/Not Sure No Plans Plan to Use (>12 Months) Plan to use (Next 12 … Currently Use North Europe America 29% 37% 0% 20% 40% (Unica, March 2010; 155 respondents)
  3. 3. Technology and Mobile media creative planning and services buying Campaign Tracking and implementation measurement Data Campaign management design and CRM Mobile marketing Research and strategic development planning
  4. 4. A global app forecast from Ovum…. 5
  5. 5. Apps – simplicate and add lightness 6
  6. 6. Limited repertoire
  7. 7. Rules-based buying
  8. 8. Latency of the mobile web – Rules-based buying – Big organic growth – Paid search is underweight – Mobile commerce – A ‘find’ engine
  9. 9. Opted-in ad targeting O2 More NatWest iPhone app launch Orange Shots trailer promotion A targeted SMS was sent to iPhone users with a NatWest account A targeted SMS offers consumers the chance to download a new film • Sent:70,000 trailer • Over 22% CTR •Sent: 66,755 • Top of app store in 4 hours •9% CTR •65% of clicks downloaded the trailer
  10. 10. Optimise your website for mobile 11
  11. 11. Conclusions – We’re investing – It’s already routine – ‘Apps versus’ or ‘apps and’ – Behind the search and commerce curve

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