The document discusses how mobile advertising can be used to exploit humans' inherent need for interaction and communication. It argues that the mobile phone, as an ultimate communication tool, can respond to this need wherever and whenever users are. By creating tailored mobile microsites that are highly interactive and measurable, brands can generate leads, conversions and a return on investment through mobile marketing campaigns that complement traditional media. Examples of successful mobile marketing campaigns from various companies are also provided.

1. Exploiting the Mobile Advertising Revolution
- How to turn all the 3rd Screen Hype
into a measurable ROI.

2. The most powerful tool ever invented.
 Guns Germs and Steel or how humans evolved in the last 13,000 Years
according to Jared Diamond…
 Outlining the basics of human behaviour
 Humans are curious beings
 Humans are incapable of being alone having an inherent fear of solitude.
 Human necessity to interact and socialize has powered business throughout
history.
 It is no surprise Orange and Vodafone are both in the top 5 largest Romanian
companies, that telecom companies are constantly the most powerful companies
in every country.
 Modern Habit: Free moments when alone are filled with a scan of the agenda, a
call or an sms to any friend who will help fill the void of the moment.
The mobile is the ultimate communication tool, an ultimate necessity. We don’t leave
the house without it, because we are inherently unable to live without it. We are
vulnerable without feeling connected, and, most importantly are hungry to
communicate more with it, and to have it communicate with us.

3. Video killed the radio star...
A bit about technology and media
Sometimes we get too caught up on the nature of a certain media, or, on the details of
a technology we forget the human factor of what it really all means. What really
defines traditional media? How can we better understand this and apply this to
mobile?
 TV
 Confined to the home environment.
 Very engaging audio-visual experience.
 Unilateral communication.
 Limited ability to measure ROI. Interactive actions suffer from media break
conversion loss.
 Attempted expanding to outdoor with the advent of plasma.
 Failure was clear due to lack of audio-visual marriage and of basic human
interest in socializing and analyzing.
 Posters / Outdoor static advertising
 Out of home reach
 Lack of depth to the information / limited ability to transmit complicated
messages.
 Lack of interactivity
 Difficult to measure impact, even more difficult to measure ROI.
 Humans are incapable of being alone having an inherent fear of solitude.
 Also attempts to evolve the plasma for digital posters. Costs an issue.

4. Video killed the radio star...
A bit about technology and media
 Internet
 Highly interactive
 Allows for human to human constant communication
 Helps fill in the empty feeling of loneliness bringing distant friends and strangers
closer. - facebook, twitter, email,…
 On demand content. – youtube, itunes…
 Support dependent for spatial displacement.
 Natural enemy of the TV, slowly eating away at TV usage.
 The Cell Phone
 Ultimate communication tool truly capable of responding to the human desire for
interaction wherever and whenever.
 Not threatened by the internet, to the contrary a marriage made in heaven.
 Internet gains reach and penetration. More users have cell phones with internet
capabilities than PCs.
 Internet gains persistency. The internet

5. Love and Marriage.....
 The Cell Phone
 Ultimate communication tool truly capable of responding to the human desire for
interaction wherever and whenever.
 Not threatened by the internet, to the contrary a marriage made in heaven.
 Internet gains reach and penetration. More users have cell phones with internet
capabilities than PCs.
 Internet gains persistency. The internet becomes everything everywhere.
 The mobile telephone multiplies its basic capabilities, adding depth to the original
purpose of the phone.
 Largest success story:
 Take some basic internet functions, like email and messenger, and create a
simple, easy to use and mobile adapted solution.
 Welcome to the Blackberry…
Blackberry is only a first step in fully developing the internet’s possibilities with
consideration to the possibilities and limitations of the 3rd screen.

6. Why Adapt? Why mobile internet?
 Most mobiles have the technology to access the internet.
 Operators strongly investing in developing data traffic and generating internet users on
handsets.
 Highways and cars. Buy the car, then build the highway? Build the highway and
then sell cars?
 Lack of content and information on the mobile internet limiting interest to surf via the
mobile handset.
 Traditional internet pages not suited for mobile handsets
 Heavy and slow to load
 Flash, Ajax, and other incompatible elements for mobile browsing.
 Inability to find the information you are looking for without infinite scrolling and
zooming.

7. Why Adapt? Why mobile internet?
 When you prepare a mobile microsite you get:
 Near 100% mobile compliance. You can make sure your page looks great on
every handset, key elements of your design and layout never get destroyed
granting full control on your environment, whatever it is…
 Ability to tailor information specific to ongoing campaigns. Sites designed to aid
a specific campaign as tools to improve the creation of leads and a measurable
ROI.
 Interactivity. The mobile phone allows for quick one click interactivity, click and
automatically send and sms, connect to an info line, save a contact in your
address book, locate a store or product, download a cupon, virally get friends
involved…
The mobile grants a huge amount of depth and without a media break brings
your client or accompanies your client generating that desired ROI along
with branding and fantastic reach.

8. Mobile the Great – the ally of any media campa
 Mobile marketing has to be analyzed in context of an integrated and
complimentary action to your marketing strategy.
 Mobile internet microsites can add depth and longevity to your campaign and
help you achieve a measurable return on your investment..
 TV ads can stimulate to generate traffic to the mobile internet without abandoning
and breaking the connection to the TV. Mobile surfing complimentary. User can
go mobile, view more info, participate, vote and then take the brand along with
him once the TV is off.
Interactive sparks via SMS – Pull – Push (stimulated or not) ./ direct to URL.
 Poster ads can transmit to users access to a portal where they can access
images, videos, games, contests, POS magnets pushing clients towards
transactions, and generating a greater user awareness with the brand. Attract
the users to a rich media environment on the go, become a friend then when he
most is vulnerable and willing to find a “communicative buddy”
Interactive sparks via SMS – Pull-push / QR codes / direct to URL

9. Minimizing costs and maximizing results.
 Internet actions and campaign can capitalize on the users desire to extrapolate the
benefits of surfing and communicating with their internet world also from the mobile.
Not in vain we call internet usage “surfing” users ride and search.
Interactive sparks via SMS – Pull-push / QR codes / direct to URL
 Print ads like poster ads can incentivize for users to dig deeper and pass in an easy
way from static to video. From one picture to a full downloadable gallery of images.
Registration for promotions or contests can be done on the spot avoiding location and
media breaks.
Interactive sparks via SMS – Pull-push / QR codes / direct to URL.
 The mobile telephone is itself a medium and perhaps the best medium for a
marketing campaign.
 Target users with maximum efficiency and segmentation unparalleled in any other
media.
 Users already surfing Vodafone live! Or other internet sites a demonstrated hungry
customer desperate to find more content and entertainment on their mobile.
 Brands are able to fulfill this need at its origin.
 CTR rates incredibly higher than traditional banners between 2 and 4%
 Generation of leads and conversion rates incredibly high. (50 - 70%) - RODILLA

10. Minimizing costs and maximizing results.
 Across all media you can benefit from
 One time measurable results. – Your campaign can be a highly targeted
promotion. Exploit the benefits of clearly defined objectives and clear feedback
channels.
 Increased repetition – tailor your site to retain interest beyond a one night stand.
Create a mini-portal feeling with games or information of interest for repeated
visits.
 Constant communication with punctual newsletter reminders via wap/push or
SMS along with and an updated link to the microsite, can prove a reliable way to
keep in touch with your customer in a rich media environment.
 Portable commercial actions; transforming the cell phone into a redeemable
voucher or cupon, an offer of the week newsletter, or post purchase cross selling
or upselling tool.
 The ultimate viral hotspot. Campaigns can be cleverly geared to maximize the
viral factor, generating a viral propagation of your message and brand.

11. Which road leads to Rome?
 The desire for interaction and hungry curiosity to search for more on the mobile
permeates at all ages.

12. Key elements in any campaign.
 Attract users to the microsite. Create anchors in various media, and stimulate the
user. Additional costs are worthwhile to generate traffic and significant results.
 Measure. The mobile internet gives you an unprecedented chance to measure in real
time like never before the effect and results of certain campaigns. The mobile internet
will evolve into a CRM manager’s dream. Likewise you have a great opportunity to
measure the bang you get for your buck. Measure your ROI. Create campaigns based
on generating leads, calls, registered users or databases.
 Listen.. Don’t be afraid to learn from what is done elsewhere and follow in their
footsteps. Einstein always said he felt like no genius, he was just a man standing on
the shoulder’s of giants.
 Experiment. Don’t be afraid to experiment and invent either. Flexibility is a blessing of
such contained sites you can quickly adapt and modify your message and strategy.
 Interact. Allow users to upload, download, comment, play, participate, talk, search.
The more interactive elements your site places, the longer the user will explore your
site, improving retention and conversion. Users can upload photo albums, comments,
create MMS, SMS, recipes, anything you can imagine, which he can share with other
users in similar interest circles.

13. Sample Statistics page
Mobile Internet revolution
Mobile Internet – The last great revolution

14. Unicredit Bank

15. ING Bank

16. Brd Group Societe Generale

17. Wap.tesco-mobile.com and NatWest (UK Bank)

18. Credit Europe Bank

19. Bank of America

20. Línea Directa en el móvil

21. Eurial

22. Elmundo.es and Mercedes B Series

23. Carrefour

24. Unicef Romania

25. Samsung

26. Mobile.uk.msn.com y Sony VAIO

27. DHL Romania

28. Flamingo

29. Ralph Lauren

30. Time.mobi y HP

31. Ikea

32. Vodafone Discovery
Program Final Microsite
Example

33. Toyota Corolla 2009

34. Estee Lauder mobile advertising campaign

35. Vodafone Discovery Program
Final Microsite Example

36. Vodafone Discovery Program
Final Microsite Example

37. QR Codes – SonyEricsson Australia

38. QR Codes – Nokia y DM en cartelería

39. Yahoo mobile Malasya - GUINESS
Vodafone Discovery Program

40. Mobile.uk.msn.com y Joop!

41. Mobile.uk.msn.com and FIAT QUBO

42. Vodafone Discovery Program
Nestle Microsite Example.

43. 1
Vodafone Discovery Program
Nestle Microsite Example

44. 2
Vodafone Discovery Program
Nestle Microsite Example

45. 3
Vodafone Discovery Program
Nestle Microsite Example

46. Citroen C5 (Mobile Ads UK,
MSN & Reuters Mobile)

47. 1
VW Pasat C, Germania
Servicii Mobile
1

48. VW Pasat C, Germania 2
Servicii Mobile
1

49. QR Codes – Gillette y Datamatrix

50. QR Codes – Celio y Datamatrix FR

51. Peugeot Sport 1