Successfully reported this slideshow.

Exploring Advertising Opportunities in Messaging Environement


Published on

This presentation was given at the "Future of Mobile Messaging" conference, organized by Jacob Fleming in Prague, 23-24 September.

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Exploring Advertising Opportunities in Messaging Environement

  1. 1. Exploring the Advertising Potentialin Mobile Messaging Environment<br />Stephane Gantchev <br />Co-Founder, Mobile Monday Sofia<br />The Future of Mobile Messaging<br />Prague, 24 Sept, 2009<br />
  2. 2. Agenda<br />New & Innovative messaging services<br />Ad enabling messaging services<br />Successful mobile advertising offer<br />Knowing more about your customers<br />And what about the surrounding noise ? <br />
  3. 3. Quickly about me<br />Spent last 5 years in Orange / France Telecom Group<br />Headed the “Orange Trial Factory” VAS Innovation program<br />Recently moved to new challenges:<br />Co-Founder of Mobile Monday Sofia<br />Co-Founder of Innovastorm<br />Business Development for CEE at Velti<br />I’m passionate about mobile and innovation<br />
  4. 4. Orange Trial Factory - Confidential Groupe France Télécom<br />Challenges of the Mobile Innovation … ?<br />“The Innovation in France Telecom is like a truck race on a mountain road…”<br />Didier Lombard, CEO, France Telecom Group<br />I tried to be a rally car driver among trucks…<br />
  5. 5. What were the Killer messaging services ?<br />SMS<br />Mobile Email<br />IM ?<br />MMS ??<br />Voice SMS ???<br />
  6. 6. What will come soon in messaging <br />“Advanced Messaging services” – SMS forward SMS Mirror, Out of office etc. – probably in the beginning will be adopted mainly by Business users<br />SMS Money transfer (#CASH)<br />Safety, Parental Control<br />Converged Messaging :IM + SMS + email etc.<br />
  7. 7. What will come soon in messaging (cont’d)<br />More services, using the SMS as transport, for example SMS parking, or even SMS post stamps !<br />All kind of alerting: banks, institutions (taxes…), home security<br />Distant services: enable things distantly<br />Machine to machine communication <br />Voicemail to SMS<br />Other…<br />
  8. 8. Innovative Messaging Services<br />SMS Reply to all<br />(or “group messaging”)<br />Increase the messaging traffic by reproducing existing practices on other channels <br />
  9. 9. Innovative Messaging Services (cont’d)<br />Integration with Social Networks<br /> and the other folks<br />
  10. 10. Innovative Messaging Services (cont’d)<br />Icon based messaging language <br />(mobile, web, IM...)<br />Or just nice cool & personalized messages<br />
  11. 11. sniff Stephane<br />The sniff experience<br />Other innovative services, initiated by messaging, using messaging as transport<br />Finding your friends should be as simple as 1, 2, 3…<br />2<br />3<br />1<br />UN Platform<br />Carrier A<br />Carrier B<br />Locate!<br />A registered sniff user requests the location of a friend<br />UN platform brokers the location transaction while managing privacy, permissions, security<br />A map and location is returned with links to call, text, or navigate<br />
  12. 12. Mobile Advertising in Messaging <br />
  13. 13. What’s Mobile Advertising anyway ?<br />
  14. 14. Mobile Advertising in Messaging <br />SMS and Mobile Messaging in general is a huge opportunity to advertise <br />A lot of new services are using messaging as transport<br />But actually the users are not so keen to get advertising in their messaging services<br />it should not be too intrusive<br />It should be user friendly <br />the “wow effect”<br />and of course it should be relevant<br />
  15. 15. Mobile Advertising in Messaging<br />We are still doing the first steps…<br />
  16. 16. Mobile Advertising in Messaging today<br />What we are capable to do today: text ad insertion in A2P or P2P messages<br />Used by the majority of mobile users, works probably on all devices out there<br />=&gt; can attend a large audience<br />But it’s it really cool ?<br />Ugly, not well visible, not clickable (most of the cases)<br />In some cases not applicable (size of message)<br />C’mon we are in the 21st century ! <br />From: Stephane<br />Hey, what’s up ! I’m hungry, let’s go out and have some pizza!<br />…AD…<br />Great deals on Expedia<br />
  17. 17. Mobile Advertising in Messaging tomorrow<br />It could be better than simple text insertion in the messages…<br />
  18. 18. Mobile Advertising in Messaging tomorrow<br />Nice full screen pictures/animations<br />Non intrusive (the users still see/send the messages)<br />Relevant (user preferences)<br />Relevant (context)<br />Direct connection to the brand (click to call)<br />
  19. 19. Challenges of Mobile Advertising in Innovative Messaging Services<br />Advertising is often part of the business model of new innovative services<br />Too much formats : SMS or USSD, MMS, Home Screen, Applications, LBS …<br />So many channels and formats for the advertisers : which one to choose ?<br />From: Stephane<br />Hey, what’s up ! I’m hungry, let’s go out and have some pizza!<br />…AD…<br />Great deals on Expedia<br />
  20. 20. Successful Advertising offer built on Messaging<br />Could be ad funded offer (“Blyk like offer”) – free airtime & sms bundles vs advertising in all main mobile channels, A2P MMS, but also, calls, P2P, etc.<br />Or “Value Club-like” offer<br />Create an opt-in database<br />Import & merge basic user profiling data <br />from other operator sources<br />Start building advertising “communities” <br />Using dedicated campaigns, together with brands<br />Integrate with billing<br />Connect people to the Brands they love<br />Start knowing better your customers<br />
  21. 21. Mobile Advertising: The communities concept<br />Communities<br />Opt in database<br />Campaigns<br />Target Groups:<br />Teens, Adults, Sports Fans, Music Lovers…<br />Create and Monetize an Opt-in Community with personalized VAS offers and targeted advertising<br />
  22. 22. Collection of demographic and behavioural data begins from the 1st touch-point and is continuously gathered to create the sub-categories in the community<br />Music <br />Cinema/Movies <br />Sports<br />Outdoors enthusiasts<br />Gadget Lovers<br />Fashion Lovers<br />
  23. 23. Operators should know more theircustomers<br />Operators are sitting on a gold mine !<br />New strong competitors are around (Google)<br />Lear more about the mobile subscribers, their taste, their habits, the brands they like etc.<br />Do that now – the clock is ticking…<br />
  24. 24. Or become a dump pipe …<br />
  25. 25. But what expect mobile messaging users ?<br />
  26. 26. Overloaded with surrounding NOISE<br />
  27. 27. Conclusion: Advertising in Mobile Messaging<br />So what’s the challenge of mobile advertising, particularly in messaging ?<br />Do not overload people with Noise <br />Relevancy<br />Innovation to bring better experience<br />Knowing the users and their habits<br />Let users easily control and change settings<br />Should bring some benefits<br />Good and simple for advertisers<br />Standard & proven channels and formats<br />Make some money<br />
  28. 28. Q&A<br />Thank you ! <br />Any questions ?<br />Stephane Gantchev <br />Co-Founder, Mobile Monday Sofia<br /><br />+359 898 631 300<br />