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Mobile Advertising Myth Busting
Myth #1:
 Mobile Advertising is a big
 promise…but it still doesn’t
happen much at the moment
The smartphone becomes a
prefferred channel to enter the web
The users are there: mobile web browsing
       and app usage is soaring
The SamrtPhone boom is the major catalyst
         For mobile media budgets to grow




And the advertising &
media market acts
accordingly…
Mobile ad requests are already large scale
Many predictions of market size
It’s the trend that matters
The fastest growing digital media channel

"Mobile advertising
obviously has a lot of
potential and power.
There's a lot of debate
about whether it will
take off – we think it
will, driven by iPhone
and Android
development.,"
Sir Martin Sorrell
WPP chairman
DECEMBER 09
Myth vs. Reality #1
          Mobile media becomes an integral part of the media mix



say
Mark Read, chief executive
of WPP Digital. "The
absolute revenues now are
tiny, but you can see how
these things are starting to
fit together.''
Myth #2:
 A small screen=limited UX=
limited advertising experience
Mobile Advertising Myth Busting
A new era of advertising




The closest to consumer form
     Of advertising ever
New capabilities of this media platform triggers a
   whole new set of advertising capabilities



                          TOUCH

                        LBS - GPS

                           VIDEO

  ACCELOMETER – Motion Detection

                       REAL TIME
VW CC 2010 iPhone campaign
 CLASSIC touchVERTISING
DOCKER’S first shakable ad campaign
                     ACCELOMETER




http://www.youtube.com/watch?v=NwnuwGhcpRU&feature
iAD Nissan Leaf campaign
                    “Meet the Future”




http://www.youtube.com/watch?v=a-_xa_m7MXU
McDonald’s location based campaign
            OVI MAPS


               The landing page supplied driving and
               walking directions

               Results:

               • 7%CTR
               •39% of the users who clicked through to
               the landing page, clicked on the button for
               directions to the nearest store
Devices with integral GPS
   •Enable brands to meet specific needs
   related to time and space
   •A great opportunity for the retail sector
Mobile Video touchVERTISING - UbiSoft
•    Interactive video pre roll
•    3 sorts of call to action:
1.   Mobile web page
2.   App download page in the apple app store
3.   Amazon Mobile > Direct Purchase
•    5.4% CTR .
ShupherSal video campaign
Mobile Real time touchVERTISING - VOLVO

               • This campaign incorporates twitter
                 updates in real time on the display
                 banner
Myth vs. Reality #2

   Mobile: an upgraded adv.
  Experience when done right



   The challenge is educating the
  creative teams to understand and
  utilize the smart phone capabilities
Myth #3:
mobile advertising fits only
 teens and young adults
Smart Phone Demographics




ADMOB January 2010
Myth vs. Reality #3



            Mobile advertising, specifically
           in Smart phones, fits a wide target
           audience
Myth #4:
mobile advertising is kicking WW,
       but not yet in Israel
A sample of advertisers in ‫מפרסמים לדוגמא‬
     POSITIVE MOBILE ‫ ב‬PositiveMobile network
                  ‫4 חודשים אחרונים‬
A sample of advertisers in ‫מפרסמים לדוגמא‬
     POSITIVE MOBILE ‫ ב‬PositiveMobile network
                  ‫4 חודשים אחרונים‬
Positive Mobile shows positive
       inventory growth
Myth vs. Reality #4
 Israel is a bit behind US and European markets, but a
substantial market is already evolving
Myth#5:
mobile advertising is
 In mobile phones
The share of of ad requests from mobile
devices which are not phones is on the rise




                                            17%




        blue graph: ,Sony PSP ,iPod Touch
                   Nintendo Dsi
Like these iPad campaigns…
Myth vs. Reality #5
  Advertising in Mobile/portable devices
Thank You
        Tzahi Stein
tzahi@positivemobile.co.il
   9 72-54-2245600

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Mobile Advertising Myth Busting

  • 2. Myth #1: Mobile Advertising is a big promise…but it still doesn’t happen much at the moment
  • 3. The smartphone becomes a prefferred channel to enter the web
  • 4. The users are there: mobile web browsing and app usage is soaring
  • 5. The SamrtPhone boom is the major catalyst For mobile media budgets to grow And the advertising & media market acts accordingly…
  • 6. Mobile ad requests are already large scale
  • 7. Many predictions of market size It’s the trend that matters
  • 8. The fastest growing digital media channel "Mobile advertising obviously has a lot of potential and power. There's a lot of debate about whether it will take off – we think it will, driven by iPhone and Android development.," Sir Martin Sorrell WPP chairman DECEMBER 09
  • 9. Myth vs. Reality #1  Mobile media becomes an integral part of the media mix say Mark Read, chief executive of WPP Digital. "The absolute revenues now are tiny, but you can see how these things are starting to fit together.''
  • 10. Myth #2: A small screen=limited UX= limited advertising experience
  • 12. A new era of advertising The closest to consumer form Of advertising ever
  • 13. New capabilities of this media platform triggers a whole new set of advertising capabilities TOUCH LBS - GPS VIDEO ACCELOMETER – Motion Detection REAL TIME
  • 14. VW CC 2010 iPhone campaign CLASSIC touchVERTISING
  • 15. DOCKER’S first shakable ad campaign ACCELOMETER http://www.youtube.com/watch?v=NwnuwGhcpRU&feature
  • 16. iAD Nissan Leaf campaign “Meet the Future” http://www.youtube.com/watch?v=a-_xa_m7MXU
  • 17. McDonald’s location based campaign OVI MAPS The landing page supplied driving and walking directions Results: • 7%CTR •39% of the users who clicked through to the landing page, clicked on the button for directions to the nearest store
  • 18. Devices with integral GPS •Enable brands to meet specific needs related to time and space •A great opportunity for the retail sector
  • 19. Mobile Video touchVERTISING - UbiSoft • Interactive video pre roll • 3 sorts of call to action: 1. Mobile web page 2. App download page in the apple app store 3. Amazon Mobile > Direct Purchase • 5.4% CTR .
  • 21. Mobile Real time touchVERTISING - VOLVO • This campaign incorporates twitter updates in real time on the display banner
  • 22. Myth vs. Reality #2  Mobile: an upgraded adv. Experience when done right  The challenge is educating the creative teams to understand and utilize the smart phone capabilities
  • 23. Myth #3: mobile advertising fits only teens and young adults
  • 25. Myth vs. Reality #3  Mobile advertising, specifically in Smart phones, fits a wide target audience
  • 26. Myth #4: mobile advertising is kicking WW, but not yet in Israel
  • 27. A sample of advertisers in ‫מפרסמים לדוגמא‬ POSITIVE MOBILE ‫ ב‬PositiveMobile network ‫4 חודשים אחרונים‬
  • 28. A sample of advertisers in ‫מפרסמים לדוגמא‬ POSITIVE MOBILE ‫ ב‬PositiveMobile network ‫4 חודשים אחרונים‬
  • 29. Positive Mobile shows positive inventory growth
  • 30. Myth vs. Reality #4  Israel is a bit behind US and European markets, but a substantial market is already evolving
  • 31. Myth#5: mobile advertising is In mobile phones
  • 32. The share of of ad requests from mobile devices which are not phones is on the rise 17% blue graph: ,Sony PSP ,iPod Touch Nintendo Dsi
  • 33. Like these iPad campaigns…
  • 34. Myth vs. Reality #5  Advertising in Mobile/portable devices
  • 35. Thank You Tzahi Stein tzahi@positivemobile.co.il 9 72-54-2245600