The document discusses the emergence of mobile and Facebook advertising platforms, highlighting trends in mobile advertising due to smartphone adoption, different advertising models, and the unique targeting options available. Facebook ads are emphasized for their demographic targeting capabilities and effectiveness in promoting websites, events, and applications. The document also compares mobile and Facebook ads' strengths and weaknesses, stressing the importance of fresh ad content to maintain user engagement.

1. Emerging Paid Search Platforms:Mobile & Facebook

2. New players in the Game!MIVA (also own SearchFeed)Facebook AdsLooksmartGoClickSuperpagesSearch123.comMySpace7SearchMobile/Tablet Advertising Platforms

3. PAID SEARCH MOBILE MARKETING

4. Lets have a look at Past Trends!

5. Increase In Adoption Rate of Smart phones Means Mobile Advertising Will Gain Momentum!

6. Introduction To Mobile Advertising

7. How is it Different from Traditional Paid Search?Mobile user intentTargeting optionsShorter queriesHigher PositioningInteractivity like ‘Click-to-Call’ or ‘Click-to-SMS’Wasted Clicks will be High

8. TYPES OF MOBILE ADVERTISING NETWORKS

9. Blind NetworkThey serve a high volume of advertising to an extensive base of mostly independent mobile publishersThey offer plenty of options for targeting such as by country and content channels (news, sports etc), but do not allow advertisers to choose specific Websites Types of Advertising Models available: Cost per click (CPC)

10. Run Of Network (RON) (i.e. no targeting)

11. Cost per thousand impressions (CPM) A lot of advertising is blind, but for a premium price you may be able to buy a specific spot on a site of your choice. Costs vary considerably – quotes can be as high as US $20 CPMIn some cases, search advertising (based on key words) – paid for by CPCSome networks offer cost per action/acquisition (CPA) Premium Blind Network

12. Premium NetworksThey focus on a limited number of prestige publishers – mobile operators and big-name destinationsThe predominant (maybe only) pricing model is CPM, as the majority of campaigns are brand advertisingPublishers should expect to receive a majority share of advertising revenue, perhaps 50–70 percent. Although, deals are usually negotiated on a case-by-case basis

13. What’s The Best Mobile Ad Network For You?Where do you want to advertise?What type of publisher do you want?Do you want to pay for clicks or eyeballs?Do you want budget or top of the range?How precise do you want to be?Tools to track and optimize the campaignReturn on investmentHow wide do you want to throw the net?

14. DIFFERENT PLATFORMS FOR PAID MOBILE ADVERTISING

16. State level targeting is also possibleCPCs are slightly lower (Text ads – 0.03 Image ads - $0.04 min bid) Traffic Distribution high in Asia (54%) and North America (18%)Only country level targeting possibleCPCs are higher as compared to InMobi ($0.04 min bid)Traffic Distribution high in North America (43%) and Asia (33%)

17. Case Study : Awareness Campaign by msn for the movie ‘Get Smart’Exposure to the mobile launch campaign increased awareness of the film by 21% pointsThe campaign delivered dramatic increases in both recommendation intent, which rose 22% points & viewing interest, which increased by 21% points the percentage of respondents planning to see Get Smart, rose by 17% points

20. Create Ad Groups

21. Targeting – Type of Mobile

23. admob Analytics

24. What’s Next?AdMob network now supports more than 80,000 applications and websites through its network, which was only 50,000 in the start of the current yearFull screen ads on tablets & smart phones developed using HTML 5Double-click for publishers for rich media ads

25. Facebook Paid Advertising

26. Facebook Paid AdvertisingFacebook without a doubt is one of the hottest web properties in today’s market ComScore released its Q1 2011 online display advertising market report, which said that 1.1 trillion display ads were delivered to U.S. internet users during the quarter. And 31% of those ads (346 billion) were served by Facebook. That’s an 8% increase in market share since Q3 of last year.

27. What are Facebook Ads? Facebook ads are demographically targeted text and image ads that can target users based on a variety of variables including likes, age, sex, schooling, relationship status etc.

28. Types Of Ads Facebook Ads allow you to easily advertise a destination on Facebook such as Your own website

29. Page

30. Event

31. Application 1: Promoting your websiteIf you're promoting a specific product or offer, your destination URL will drive people to the product or offer page on your website.

32. 2: Promoting a Facebook PageFacebook Ads for Pages include a "Like" link where people can choose to connect immediately with your Facebook Page without leaving the page they are viewing. In addition to connecting to your Page by clicking the "Like" link, people can choose to click through to your Page from the ad.

33. 3: Promoting a Facebook EventDo you want to drive more awareness? Facebook Ads for Events not only allow you to increase distribution to your Event beyond your friends list, they also require an RSVP link in the ad. These ads allow users to RSVP to your Event without leaving the page they are viewing.

34. 4: Promoting a Facebook AppFacebook Ads help you drive engagement at a much larger scalePeople will be directed to your app when they click on your adGreat way to promote your ad to the right audience

35. Social Element in Ads When users who view these ads "Like" your Page from the ad, or click through to your Page, a story will automatically be created on the user's profile page and possibly even their friends' News Feeds, generating free distribution for you.

36. Make Interesting AdsAs Facebook continues to grow ad impressions, your CTR will likely decreaseThe best way to combat this is ad freshness. Avoid continually showing Facebook users the same ad over and over again. They’ll simply grow blind to your ad and your CTR will dropKeep trying fresh images & messages. See what works best and then create new variations of that ad

37. Search v/s Facebook AdsA Picture says a Thousand Words!

38. Facebook Ads v/s Search

39. Targeting On Facebook Think about your target customer(s) for the product or service you are advertising:Age RangeInterestsSexEducation & Work PlaceLocationLanguageRelationship Status

40. Interests TargetingInterest targeting allows advertisers to target users based on information they’ve provided in their profile. This includes listed likes and interests, the Pages they like, Apps they use, and other profile content they’ve provided.Suggested likes & interests

41. Age TargetingBirth dates are required when people register on Facebook. This is useful for advertisers because you can target people within a particular age range such as 18 - 45 or you may target a specific age such as people who are 21Exact Age Match Targeting

42. Connections TargetingConnections are people who like a Page or Group that you are an administrator of, RSVP'd to an event you hosted, or authorized an application you own.

43. Advanced Demographics Targeting

44. Education & Workplace TargetingTarget specific colleges & universities

45. Birthday TargetingAnother interesting targeting filter is birthday targeting, which allows you to target people on their birthday.

46. If you choose birthday targeting, your ad will be delivered to users in your target audience on their birthday. Relationship & Interested inTarget people based on relationship status and the gender they are interested in.

47. What to Expect?PositivesBetter targeting options

48. Low CPC and CPM bids

49. Strengthens brand loyalty

50. Good advertising medium for not very popular products NegativesLimited tracking options ( No way of tracking leads)

51. Decrease in CTR in the course of time

52. Limited Retargeting Thank You!

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