From Marc Lamarche, who leads the development of mobile activities at Edipresse. He will present his experience and best practices about how to advertise without damaging user experience. http://edipub.ch/publiez-votre-annonce/guide-produits/mobile

1. Lausanne 20 avril 2010
Mobile Advertising and Mobile Marketing
The Edipresse Experience
Edipresse Portfolio and Traffic
User Experience & Advertising
Print to Mobile Interactivity through
Mobile Marketing Tools
Marc Lamarche – Responsable Multimedia Mobile – Edipresse Digital

2. Edipresse Mobile Portfolio
Mobile Websites & iPhone applications: Performance in January 2010
more than 525’000 visits
more than 3’350’000 page impressions
LEMATIN.ch mobile drives 15% of total traffic
FEMINA
Free iPhone App, WebApp & Mobile Website WebApp & Mobile Website WebApp & Mobile Website Free iPhone App, WebApp & Mobile Website
Not free iApps
Marc Lamarche - Mobile Monday - Bern - April 12th 2010

3. iPhone monopolizes audience
Distribution of visits by device
manufacturers observed on
Edipresse iApp & Mobile
websites
Marc Lamarche - Mobile Monday - Bern - April 12th 2010

4. Mobile Internet: a traffic complementary to the web’s
Mobile Traffic
Fluctuation throughout
one day
WebTraffic Fluctuation
throughout one day
Marc Lamarche - Mobile Monday - Bern - April 12th 2010

5. Edipresse Mobile Advertising Products
Full-Screen Format Banner Format
360 X 480 pixels 408 X 68 pixels
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lyo
O n one
iPh
Marc Lamarche - Mobile Monday - Bern - April 12th 2010

6. Contextual Advertisement: where I need it and when I need it
Geo-localized Advertising
m ing
Co oon
S
Enjoy your meal , then your
movie!
Marc Lamarche - Mobile Monday - Bern - April 12th 2010

7. Full-screen Ads & User experience
Pre-downloaded Ad saved for 2 days
So at the next opening, the Ad is quickly displayed to
enhance user experience
The Ad has a 3 seconds display
Users must be able to interact with the Ad
Clickable
- By clicking to see Advertiser Content
Skippable - Or by skipping
Full-Screen Ads are not print Ads
Marc Lamarche - Mobile Monday - Bern - April 12th 2010

8. iApp Ads: Have user stay in your application
User browses the advertisement pages,
then he can go back to the iApp Content
iApp Frame
Advertisement
XHTML Content
iApp Frame
Marc Lamarche - Mobile Monday - Bern - April 12th 2010

9. Print to Mobile Interactivity through Mobile Marketing tools
Some ways to make print Ads interactive, and to track them…
SMS
SMS
Users send a SMS to receive a SMS back with a clickable url
Code Scanning
Users scan codes to be sent to mobile websites
Image recognition
Users take pictures of Ads to be sent to mobile website
Marc Lamarche - Mobile Monday - Bern - April 12th 2010

10. Mobile Marketing: QR Codes (Quick Response Code)
Marc Lamarche - Mobile Monday - Bern - April 12th 2010

11. In Japan, QR Code is the nr.1 tool to reach Advertisers mobile Websites
Marc Lamarche - Mobile Monday - Bern - April 12th 2010

12. Mobile Marketing: QR Codes (Quick Response Code)
Business Case: Mobile Sport Live campaign, October 11th, Fall 2009
Marc Lamarche - Mobile Monday - Bern - April 12th 2010

13. Business case Results
1000 hits equals 1000 visits….
Marc Lamarche - Mobile Monday - Bern - April 12th 2010

14. Benefits from interactive Print Ads
Tracking & Statistics Interactivity Direct Marketing
Advertiser can track User interacts with the
interactions on a continuous advertiser to take Data collection
basis and so assesses the advantage of commercial
various performances of his offers (couponing, sales, SMS
ads services) or contests E-mail
0 2 4 5 6 7 8 9 1011121314151617181920212223
Marc Lamarche - Mobile Monday - Bern - April 12th 2010

15. Thank you!
Marc Lamarche
+41 79 817 75 28
marc.lamarche@edipresse.ch
Avenue de la Gare 33
1001 Lausanne
http://edipub.ch/publiez-votre-annonce/guide-produits/mobile
Marc Lamarche - Mobile Monday - Bern - April 12th 2010