The document discusses the shift from PC-focused digital advertising to mobile platforms. It notes that within 2 years, 60% of digital advertising worldwide will be directed to mobile platforms, compared to just 2% currently. It provides an overview of the Irish smartphone market and emerging mobile formats like tablet operating systems. It also discusses travel apps, mobile websites, QR codes, and considerations for developing a mobile strategy and mobile site.

2. The Mobile Web
Colm Grealy, CEO
Digital Reach Group (DRG)

3. Setting the Scene – PC Focused to Date
2009….. We spent over 100 million
euros promoting our
businesses on the web.
We did so for a version of the
web that was almost 100% PC
based.

4. We are connecting in new ways….
2009…
Casual
On the move Browsing
“Within 2 years 60% of digital advertising worldwide will be directed
to mobile platforms – compared to 2% today” IDC July 2010
New Publishing formats New Advertising platforms
New Marketing challenges

5. The Irish Smartphone Market

6. Emerging Formats – Tablet OS

7. Your visitors carry different phones depending
on where they live

8. The Average Traveller?
• 40% of international travellers own a
smartphone with internet & email access
• 57% have a feature phone
• 40% of smartphone owners use their
devices to get destination information.
• 34% of business travellers and 26% of
leisure travellers use them to make booking
changes during their trip
• 37% of international leisure travellers use
mobile social networks – facebook, flickr
etc.

9. iPhone & Android Snapshot
2,414
14,053

10. iPad App Store Snapshot
2,677

11. A flood of travel apps......
• Trip advisor was the most
downloaded travel app for a year
(from launch in 2007) due to it’s
useful content

12. iPhone App Examples

13. Android App Example
Bloomfield
House
Hotel

14. Mobile Websites
Fitzpatrick Castle Hotel

15. JETSETTER

16. JETSETTER

17. Booking.com

18. KAYAK

19. QR codes
QR Codes
Quick Response (QR) codes are small
interactive icons which when read by a
mobile phone send the user directly to a
mobile destination where they can:
• access special offers
• shop online
• enter a competition
• play videos and games
• download contact information
• and much much more...

20. QR Codes – How they work
1. Call to action 2. Direct Response 3. Customer Engagement
See a code, Application reads and data capture
open the code
application
User is sent to a
mobile
destination
where they
interact with
your
offer/message

21. QR Codes – How they work
Where:
Newspapers, flyers, brochures, billboards, websites....
Mobile Destination:
Landing pages give more information and special features –
video clips, maps, contact info, coupons and special
discounts
Link to mobile coupon to drive bookings and sales
Link to mobile feedback surveys
Link to download new app

22. Engaging with a mobile audience
DRG Publishing;
RTE App, Audi Site
DRG Marketing;
QR Codes, Creative
DRG Advertising;
on RTE, Carzone etc.

23. Warner Music
In Store / Print
Online Outdoor

24. Chelsea Piers - NYC

25. Manhattan Mini Storage

26. ‘The Counter’ Mobile Coupons

27. Extending our Webservices to mobile
Creating a presence for our internet business on devices, using:
1. Mobile Internet Sites
2. Apps optimised for specific platforms
• iPhone
• Android
• Blackberry
• Windows Mobile
• Nokia....

28. There are a number of options to consider
In 2011 there will be three dominant formats:
• A mobile Internet site working across all phones old and new
• Mobile apps optimised for key devices e.g. iPhone, Android and Blackberry …app
store
• Browser based apps – designed for the browsers on latest smartphones
…HTML5…design once for many phones. Benefits of app but delivered in the
browser.

29. Which one should you choose?
Technically apps are complex and mobile web is easier
Apps deliver better performance and speed
Websites can be found through search (50% of all mobile activity starts here)

30. Designing a mobile site – Key considerations
• Focus on the key messages - the user
has limited time and a small screen
• Flash elements of your website will
not render on most mobile devices,
notably the iPhone
• Mobile offers unique possibilities:
touch screens,
Voice
location
click to call
• Auto-detect and re-direct from your
website
• Promote through offline channels

31. Key issues to consider for Mobile Strategy
There are a number of elements to consider – one size does not fit all:
Who are my target audience?
What devices are they likely to be carrying?
How will they find me? Search? Appstore?
What are the objectives – Awareness? Branding? Transactional?
Is this a mobile campaign or an ongoing website?
Do you want to use the native features of the phone e.g. GPS / camera
Do you want in-app payment?
What is my budget for build and for on-going maintenance and updates?
Who will take care of the asset and how much time do they have?

32. Thank You