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Advertising on the mobile

  Mena Cristal – Faraya, 29 January 2009
Table of discontents

    I will not talk of interactive



    I won’t talk of user generated content, social networking

    nor web X.0

    I won’t talk about the recession



    I’m not gonna talk about convergence



    I’m not gonna talk about going green



    I’m not going to share public research

Today’s advertising

This is what advertisers want…
Advertising on the mobile phone
Advertisers want attention

    That’s why we pay media owners a lot of money

Why should I give my
attention for free?
Especially if advertisers are paying someone else for it…
Selling my attention

    So here I am a normal guy walking down the street



    I look to my left and a billboard owner makes money off me





                             .25
                           D0
                        US
Attention is a price that I pay

    I have traditionally paid this

    price to:

        Read a free (or much cheaper)
    
        newspaper

        Watch free to air TV channels
    


        Listen to free radio
    


        Get better / cleaner roads?
    


        Get information / entertainment
    
        for free on the internet
The attention exchange
    People are greedy

        They want to sell everything they can:
    




    Advertisers are willing to pay


        As long as they get attention of the right target
    
Abusing media
The way it is now

    There are two parties:



         The Advertiser: That wants to deliver a message
    2.



         The Media Owner: That wants to get paid (sell your attention)
    4.




                                 Any place an “identified”
                                 sponsor pays to deliver their
                                 message through a medium is
                                 advertising
What if you owned the media?
Media

    How can advertisers use your personal belongings or your
    media to reach you?

    Some examples of Media include:

    Your T-shirt



    The wall in your room



    Your forehead



    The desktop background on your personal computer



    Your mobile phone

You have no right to
get in my personal
belongings!

Getting into media is extremely
sensitive, as it involves blatant
intrusion into people’s lives
Mobile Media


                   The mobile is one of the
               
                   most personal assets we
                   own

                   We don’t want to even
               
                   share it with the people
                   we love
Why mobile advertising?

    There are more mobile devices than both televisions and

    personal computers

    More people in the world have access to an Internet ready

    mobile device than a PC with Internet access

    The mobile is the most electronic device most people own

    and can’t leave home without

    The mobile is becoming more capable of internet browsing

    and video streaming as connection speeds are increasing

    There is a global decline in traditional TV and print-media

Global mobile ad market forecasts

    EJL Wireless: Global mobile ad market will reach $9.5B by 2011.




    The Shosteck Group: Global mobile ad market will reach $10B by 2010.




    Informa: Global mobile ad market will reach $11B by 2011.




    Strategy Analytics: Global mobile ad market will reach $14B by 2011.




    ABI Research: Global mobile ad market will reach $19B by 2011.




    Global revenue from mobile data services will surpass that of fixed

    internet access services in 2009
Mobile advertising

    An ideal model for advertising on mobile phones has not

    been developed

    To advertise on the mobile or on any other medium however;

    we need to adhere to two criteria:
        Getting permission
    

        Giving something in return
    


                                                              v
                                                         Rc
                                                    pt
                                                  ce
                                               Ac
Permission and giving

    To get permission, we need to give advertizees something that

    they want

    These are the basic rules of life: Supply & Demand

BLYK

    Blyk, a mobile operator in the UK, offers subscribers (between

    the ages of 16 and 24) 217 free text messages and 43 minutes
    of free airtime per month as long as they agree to receive six
    ads every day

     A year after its launch in Britain, Blyk has signed up 200,000

    subscribers—twice what it had aimed for
Phonevalley

    Phonevalley, a mobile-marketing agency owned by Publicis,

    offered a service that set up a teleconference between friends
    when their football team scored.
    It was sponsored by Puma
Giving for permission

    Here are things you can offer customers for free to get their

    permission to view your ads:
        Free content
    


        Free bandwidth
    


        Free alerts
    


        Provide free SMS messages
    


        Provide the mobilization of relevant information
    


        Provide convenience through using phone features
    
Some media available on mobile

    Idle screen advertising             Click to call banners
                                   


    Mobile applications (widgets)       Conventional banners
                                   


    Photo, video, or audio MMS          Business cards
                                   


    Pre, post, mid roll video-ads       Download to mobile
                                   


    QR codes                            Search engine optimization
                                   


    Mobile ticketing/couponing          Location based services
                                   
Image Source: Orange Advertising Network



    Idle Screen advertising
    Places ads on your mobile screen when it’s idle and not in use. Ads can
    be complemented with weather updates, sports news, local events etc.
Mobile Applications (widgets)
Any application that you provide for a phone; you can advertise on it.
Examples include sports stat provider, unit converter, photo editor etc.
Multimedia Messages (MMS)
Text messages that can include any media (Audio, Video, Photo) up to a
certain size (dependent on operator)
Image Source: Orange Advertising Network



    Video ads
    Ads can be pre-embedded in videos or dynamically streamed at the
    beginning, end, or at certain intervals of video content
QR codes
QR codes can be read by phones from print media, and either provide
you with some text info, or take you to a certain WAP page
Mobile Ticketing / Couponing
You can receive QR codes or Bar codes on your phone, and scan your
phone screen to get a discount, a gift, or to enter somewhere
Image Source: Orange Advertising Services



    Click-to-call
    By utilizing your phone’s calling capability; click-to-call ads allow you to
    directly dial a number when you click on the ad
Image Source: dotMobi Advisory Group



    Conventional banner ads
    Banner ads on the mobile usually link you either to an interactive WAP
    page or in many cases a static ad (similar to a print ad)
Business Cards
Just like you send phone numbers to friends as business cards;
companies can send you their contact details and location via business
cards
Download to mobile
Allows you to receive a piece of content you are interested in on your
mobile. Can be done in several ways; bluetooth, SMS, MMS, or side-loading
Search Engine Optimization
Similar to the online market, search is a very common feature on mobiles
and can be exploited through the exact same way
Image Source: Orange Advertising Network



    Location Based Services
    LBS allows you to receive ads or sponsored information relevant to your
    location. It can use GPS or proximity technologies
Final tip
If consumers can get famous without paying for media, why cant brands

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Advertising on the mobile phone

  • 1. Advertising on the mobile Mena Cristal – Faraya, 29 January 2009
  • 2. Table of discontents I will not talk of interactive  I won’t talk of user generated content, social networking  nor web X.0 I won’t talk about the recession  I’m not gonna talk about convergence  I’m not gonna talk about going green  I’m not going to share public research 
  • 3. Today’s advertising This is what advertisers want…
  • 5. Advertisers want attention That’s why we pay media owners a lot of money 
  • 6. Why should I give my attention for free? Especially if advertisers are paying someone else for it…
  • 7. Selling my attention So here I am a normal guy walking down the street  I look to my left and a billboard owner makes money off me  .25 D0 US
  • 8. Attention is a price that I pay I have traditionally paid this  price to: Read a free (or much cheaper)  newspaper Watch free to air TV channels  Listen to free radio  Get better / cleaner roads?  Get information / entertainment  for free on the internet
  • 9. The attention exchange People are greedy  They want to sell everything they can:  Advertisers are willing to pay  As long as they get attention of the right target 
  • 11. The way it is now There are two parties:  The Advertiser: That wants to deliver a message 2. The Media Owner: That wants to get paid (sell your attention) 4. Any place an “identified” sponsor pays to deliver their message through a medium is advertising
  • 12. What if you owned the media?
  • 13. Media How can advertisers use your personal belongings or your media to reach you? Some examples of Media include: Your T-shirt  The wall in your room  Your forehead  The desktop background on your personal computer  Your mobile phone 
  • 14. You have no right to get in my personal belongings! Getting into media is extremely sensitive, as it involves blatant intrusion into people’s lives
  • 15. Mobile Media The mobile is one of the  most personal assets we own We don’t want to even  share it with the people we love
  • 16. Why mobile advertising? There are more mobile devices than both televisions and  personal computers More people in the world have access to an Internet ready  mobile device than a PC with Internet access The mobile is the most electronic device most people own  and can’t leave home without The mobile is becoming more capable of internet browsing  and video streaming as connection speeds are increasing There is a global decline in traditional TV and print-media 
  • 17. Global mobile ad market forecasts EJL Wireless: Global mobile ad market will reach $9.5B by 2011.  The Shosteck Group: Global mobile ad market will reach $10B by 2010.  Informa: Global mobile ad market will reach $11B by 2011.  Strategy Analytics: Global mobile ad market will reach $14B by 2011.  ABI Research: Global mobile ad market will reach $19B by 2011.  Global revenue from mobile data services will surpass that of fixed  internet access services in 2009
  • 18. Mobile advertising An ideal model for advertising on mobile phones has not  been developed To advertise on the mobile or on any other medium however;  we need to adhere to two criteria: Getting permission  Giving something in return  v Rc pt ce Ac
  • 19. Permission and giving To get permission, we need to give advertizees something that  they want These are the basic rules of life: Supply & Demand 
  • 20. BLYK Blyk, a mobile operator in the UK, offers subscribers (between  the ages of 16 and 24) 217 free text messages and 43 minutes of free airtime per month as long as they agree to receive six ads every day A year after its launch in Britain, Blyk has signed up 200,000  subscribers—twice what it had aimed for
  • 21. Phonevalley Phonevalley, a mobile-marketing agency owned by Publicis,  offered a service that set up a teleconference between friends when their football team scored. It was sponsored by Puma
  • 22. Giving for permission Here are things you can offer customers for free to get their  permission to view your ads: Free content  Free bandwidth  Free alerts  Provide free SMS messages  Provide the mobilization of relevant information  Provide convenience through using phone features 
  • 23. Some media available on mobile Idle screen advertising Click to call banners   Mobile applications (widgets) Conventional banners   Photo, video, or audio MMS Business cards   Pre, post, mid roll video-ads Download to mobile   QR codes Search engine optimization   Mobile ticketing/couponing Location based services  
  • 24. Image Source: Orange Advertising Network Idle Screen advertising Places ads on your mobile screen when it’s idle and not in use. Ads can be complemented with weather updates, sports news, local events etc.
  • 25. Mobile Applications (widgets) Any application that you provide for a phone; you can advertise on it. Examples include sports stat provider, unit converter, photo editor etc.
  • 26. Multimedia Messages (MMS) Text messages that can include any media (Audio, Video, Photo) up to a certain size (dependent on operator)
  • 27. Image Source: Orange Advertising Network Video ads Ads can be pre-embedded in videos or dynamically streamed at the beginning, end, or at certain intervals of video content
  • 28. QR codes QR codes can be read by phones from print media, and either provide you with some text info, or take you to a certain WAP page
  • 29. Mobile Ticketing / Couponing You can receive QR codes or Bar codes on your phone, and scan your phone screen to get a discount, a gift, or to enter somewhere
  • 30. Image Source: Orange Advertising Services Click-to-call By utilizing your phone’s calling capability; click-to-call ads allow you to directly dial a number when you click on the ad
  • 31. Image Source: dotMobi Advisory Group Conventional banner ads Banner ads on the mobile usually link you either to an interactive WAP page or in many cases a static ad (similar to a print ad)
  • 32. Business Cards Just like you send phone numbers to friends as business cards; companies can send you their contact details and location via business cards
  • 33. Download to mobile Allows you to receive a piece of content you are interested in on your mobile. Can be done in several ways; bluetooth, SMS, MMS, or side-loading
  • 34. Search Engine Optimization Similar to the online market, search is a very common feature on mobiles and can be exploited through the exact same way
  • 35. Image Source: Orange Advertising Network Location Based Services LBS allows you to receive ads or sponsored information relevant to your location. It can use GPS or proximity technologies
  • 36. Final tip If consumers can get famous without paying for media, why cant brands

Editor's Notes

  1. I will not talk of interactiveI won’t talk of user generated content, social networking, web X.0I won’t talk about the recessionI’m not gonna talk about convergenceI’m not gonna talk about going greenI’m not going to share public research<number>
  2. This is what advertisers want…<number>
  3. Attention <number>
  4. That’s why we pay media owners a lot of money<number>
  5. Especially if advertisers are paying someone else for it…<number>
  6. So here I am a normal guy walking down the streetI look to my left and a billboard owner makes money off me because they get additional impressions<number>
  7. I have traditionally paid this price to:Read a free (or much cheaper) newspaperWatch free to air TV channelsListen to free radioGet better / cleaner roads?Get information / entertainment for free on the internetTo go more philosophical on this, my attention is the price I pay to walk in downtown, or be in a place that I don’t own. Whenever I walk into any place or even look at anything I don’t own, I am “paying Attention” and they can bombard me with anything they want… think of the amount of money people make off you when you simply walk into a supermarket… after all there is no such thing as a free lunch<number>
  8. People are greedy they want to sell everythingAdvertisers are willing to pay provided they get the attention of the right target<number>
  9. This is a traditional streetThis is what advertisers are doingThis is what advertisers would like to doLook we can use the road – there is some empty space there – why don’t we advertise on this girl’s t-shirt – there is the roof of this car – a free spot on the sideroad<number>
  10. In commercial media there are two parties:The Advertiser: That wants to deliver a messageThe Media Owner: That wants to get paid (sell your attention)According to wikipedia: Any place an “identified” sponsor pays to deliver their message through a medium is advertising<number>
  11. How can advertisers use your personal belongings or your media to advertise? Some examples of Media include:Your T-shirtThe wall in your roomYour foreheadThe desktop background on your personal computerYour mobile phone<number>
  12. You have no right to get in my personal belongings?Getting into media is extremely sensitive, as it involves blatant intrusion into people’s lives<number>
  13. In this presentation I will be focusing on mobile media only, however a lot of the rules apply to most personal mediaThe mobile is one of the most personal assets we ownWe don’t want to even share it with the people we love<number>
  14. There are more mobile devices than both televisions and personal computersMore people in the world have access to an Internet ready mobile device than a PC with Internet accessThe mobile is the most electronic device most people own and can’t leave home withoutThe mobile is becoming more capable of internet browsing and video streaming as connection speeds are increasingThere is a global decline in traditional TV and print-mediaThere is very high penetration in MENA in many cases more than 100% and similar to 1st world countries.<number>
  15. EJL Wireless: Global mobile ad market will reach $9.5B by 2011. The Shosteck Group: Global mobile ad market will reach $10B by 2010. Informa: Global mobile ad market will reach $11B by 2011. Strategy Analytics: Global mobile ad market will reach $14B by 2011. ABI Research: Global mobile ad market will reach $19B by 2011.Global revenue from mobile data services will surpass that of fixed internet access services in 2009<number>
  16. An ideal model for advertising on mobile phones has not been developedTo advertise on the mobile or on any other personal medium however; we need to adhere to two criteria:Getting permissionGiving something in return<number>
  17. To get permission, we need to give advertizees something that they wantThese are the basic rules of life: Supply & DemandNot meaning to sound like an economist or investment banker as they are now getting out of businessPlease try to avoid promotions, discounts, and “a chance to win” be genuine and give customers something they want contextually<number>
  18. Here is an example:Blyk, a mobile operator, offers subscribers—who must be between 16 and 24 years old—217 free text messages and 43 minutes of free airtime per month as long as they agree to receive six ads every dayA year after its launch in Britain, Blyk has signed up 200,000 subscribers—twice what it had aimed for<number>
  19. Phonevalley, a mobile-marketing agency owned by Publicis, offered a service that set up a teleconference between friends when their football team scored. It was sponsored by Puma<number>
  20. Here are things you can offer customers for free to get their permission to view your ads:Free content (sponsor mobile content videos, games, photos… that customers want)Free bandwidth (the cost of mobile internet is a major barrier, you can offer it for free through making deals with operators)Free alerts (provide SMS or MMS alerts for information customers are interested in i.e. Facebook, weather info...)Provide free SMS messages (you can have ads in them like the old yahoo webmail)Provide the mobilization of relevant information (receive business card, SMS directions, MMS maps, mobile coupons / tickets…)Provide convenience through using phone features (calling, photography, GPS) <number>
  21. I will stop preaching and tell you the existing media you can use on the mobile phone which I think is the reason you came to this presentation. Quick Response codesIdle screen advertisingMobile applications (widgets)Photo, Video, Audio MMSPre, post, mid roll video-adsQR codesMobile ticketing/couponingClick to call bannersConventional bannersBusiness cardsDownload to mobileSearch engine optimizationLocation based services<number>
  22. Places ads on your mobile screen when it’s idle and not in use. Ads can be complemented with weather updates, sports news, local events etc.Negatives: Battery life, incompatible flip phones<number>
  23. Any application that you provide for a phone. As the owner of this application you can sponsor it and include your ads on it. Examples can include sports stat provider, unit converter, photo editor etc.<number>
  24. Text messages that can include any media (Audio, Video, Photo) up to a certain size (dependent on operator)Very intrusive, unless prompted and used as a download mechanism<number>
  25. Ads can be pre-embedded in videos or dynamically streamed at the beginning, at the end, or at certain intervals of video content <number>
  26. QR = quick responseQR codes can be read by phones from print media, and they either provide you with some text info on your phone, or take you to a certain WAP page.<number>
  27. You can receive QR codes or Bar codes on your phone (by download / MMS / SMS) and scan your phone screen to get a discount, a gift, or to enter somewhere (like a ticket)<number>
  28. By utilizing your phone’s calling capability; click-to-call ads allow you to directly dial a number when you click on the ad<number>
  29. Banner ads on the mobile usually link you either to an interactive WAP page or in many cases a static ad (similar to a print ad)<number>
  30. Just like you send phone numbers to friends as business cards; companies can send you their contact details and location via business card to avoid you having to save it manually. An option of getting a business card can be added to the “contact us” section of any company’s website.<number>
  31. Allows you to receive a piece of content you are interested in on your mobile. Can be done in several ways; bluetooth, SMS, MMS, or side-loading.<number>
  32. Similar to the online market, search is a very common feature on mobiles and can be exploited through the exact same way.<number>
  33. LBS allows you to receive ads or sponsored information relevant to your location. It can use GPS or proximity technologies.<number>
  34. If consumers can get famous without paying for media, why cant brandsadvertising agencies need to understand that mobile operators are looking for innovative and new ARPU revenue share models that scale to the millions of customers they have on their networks – mass market opportunities for the regions they cover. <number>