WebComrades was invited as a keynote speaker at the Barcelona Affiliate Conference to share insights on mobile and advertising. In a world where banner ads lead the way on the way, this presentation had to wake-up entrepreneurs to not go the display banner way on the mobile device, but to think more in terms of serving the mobile user. Presentation on Oct 12, 2012. by Tom Claes, WebComrades

1. Them folks from
have entered
the building!
- over -

2. THERE’S ABOUT 30 MINUTES...

3. ...TO CONVINCE YOU THAT THERE IS
MORE THAN MOBILE ADS.

4. HOW MANY OF YOU LIKE MOBILE ADS?

5. excerpt of Pimp My Ads

6. LET’S ASK SOMEONE
WHO KNOWS A THING OR TWO
ABOUT MOBILE.

7. “MOBILE BANNER ADS SUCK.”
quoted by Steve Jobs in 2010

8. HOW DID IT COME THAT FAR?

9. ‘SOMEBODY’ DECIDED TO COPY WEB TO MOBILE
MONEY CASH HOES

10. UNFORTUNATELY, IT DOESN’T LOOK LIKE THIS...
sexy
MONEY CASH HOES

11. USER ACCEPTANCE ADS ON MOBILE & TABLET

12. USER ACCEPTANCE ADS ON MOBILE & TABLET

13. YES.YOU ARE RIGHT.
DISPLAY ADS STILL GENERATE REVENUE.

14. BUT MOBILE DISPLAY ADS GENERATE
MASSIVE AMOUNTS OF IMPRESSIONS
HIGHLY-DETAILED TARGETING/STATS

15. BUT MOBILE DISPLAY ADS GENERATE
MASSIVE AMOUNTS OF IMPRESSIONS
HIGHLY-DETAILED TARGETING/STATS
AND ALSO...USER FRUSTRATION

16. SHOULD YOU KEEP USING EXISTING BIZZ MODELS?
...AND COPY SAME-OLD WEB AFFILIATE MARKETING?
Please. Let there be light...

17. NO.

18. I REPEAT “MOBILE BANNER ADS SUCK.”
quoted by Steve Jobs in 2010

19. THANK YOU, STEVE.
BUT HOW CAN WE GO FROM...
VIEWS LEADS
CLICKS REGISTRATIONS
SESSIONS ACQUISITIONS
VISIBILITY & BRANDING
? DIRECT REVENUE

20. COOL DOWN.
SUCCESS DOESN’T COME OVERNIGHT

21. GOOD NEWS

22. MOBILE IMPRESSIONS ARE ON THE RISE

23. SO THE REAL QUESTION IS...

24. WHO’S GOT THE GOOSE?
the golden egg

25. Impressions, click-through rates and
cost-per-action still continue to be the
main numbers that marketers use to
evaluate their campaigns.

26. Although these metrics might be helpful
with other marketing platforms, it does
not necessarily apply to mobile, which
requires a different mentality.

27. It’s about thinking through
a whole new experience
with the consumer first
so that I can do things
that are important
to me.

28. WHY? BECAUSE MOBILE BANNER ADS SUCK.
quoted by Steve Jobs in 2010

29. We need to
THINK mobile.
for starters

30. We need to
THINK mobile.
for starters

31. Even better, we need
ACTION
ON
MOBILE

32. The industry should focus on driving
engagement and participation while
creating real value for the consumer
to participate and interact
with the ‘advertising’.

33. Mobile campaigns should be
• personal,
• location-specific,
• relevant to what the user is doing,
• perfectly timed,
• attention-grabbers (=difficult)

35. THE BASICS
IN 5 STEPS

36. 1
Simple
doesn’t mean
poor quality or incomplete.
It’s choosing the key elements and making a
huge difference between needs and wants.
KEEP IT SIMPLE

37. + 2
CROSS-SELL YOUR APP
Communicating about a football clash coming up
with competitive odds? Or a bonus promotion?
Why not use another angle and get your mobile
application involved in the campaign?

38. 3 Don’t expect users to find out about your app
themselves. There are more than 500K other
apps in the app stores, how can these
potential users find your app or mobile site?
OPTIMIZE CAMPAIGN SEO

39. Integrate mobile in all media. Mobile is a hot topic
and newspapers, bloggers, journalists like to write
about it. Don’t underestimate the power of
traditional media and give small media scoops too.
4
REACH OUT TO ALL MEDIA

40. 5 Listen to your audience. There is a
reason for all user-feedback. Good or
bad. Scan your customer service and
social media channels thoroughly.
ASK FOR FEEDBACK
...and act on it.

41. READY FOR TAKE-OFF?
Let’s do it.

42. AN APP OR A MOBILE WEBSITE?
NATIVE APP HYBRID APP MOBILE WEB APP

43. AN APP OR A MOBILE WEBSITE?
BOTH
AND AT THE SAME TIME.

44. “WHY BOTH? I’M ON A BUDGET, MAN.”
Mobile sites are for the masses.
Sites are excellent for SEO.
Apps are for the loyal fans.
Apps need stores and have charts.
Apps consume content & usage.

45. NOW “$HOW ME THE MON€Y!”
I hear you thinking!

46. Dear Jerry,
Context is where it is.
– whether it is
through related products,
time or location – will be
the next battleground for
mobile payments.
by Mr. Doyle, Paypal

47. Shopping Define a goal & context based on
Art +
Entertainment
Sports CONSUMER PLAYGROUNDS
Games
News
IMPRESSION RANKING
from ‘Display Business Trends’ Aug 2012 by Google

48. The goal of mobile content
marketing is to create
target-market-oriented
content that informs,
entertains, provides value,
and inspires sharing.

49. WHAT HAVE WE DONE?
We’ve been working
closely with Unibet on
mobile marketing apps.

50. ROLLING-OUT CONTEXTUAL APPS...
remember picture
...INTERNATIONALLY
50

51. SUCCESSFUL MOBILE SPORTSBOOK
first testcase in
2010

52. We’ve already generated
more than 2 million
mobile user sessions
since Jan 2011 straight
in their core target group.
2011

53. And keep a focus on
user-centric content integrations.
2012

54. LEARNINGS
ret
e
nti
on

55. #1
ret
e
nti
you can blah-blah all you want...but you should
on
PRACTICE BY DOING

56. While doing, you are...
...building an audience,
...learning & improving,
...sharing the knowledge,
...giving something back,
...becoming a reference.

57. Meanwhile at the HQ...
MONITOR USAGE
CHECK REVIEWS
FOLLOW CHARTS
INTEGRATE IN
COMMUNICATION

58. Thursday, October 11, 2012 (yesterday)
UNIBET SPORTS TV GUIDE UNIBET FOOTBALL STATS CENTRE
Two sportsbook marketing apps
in the Top 10 (Denmark)!

59. Meanwhile, in The Netherlands...

60. Thursday, October 11, 2012 (yesterday)
UNIBET PRO
Unibet Pro made the Top 10 in The Netherlands!

61. STOP BUILDING THE TITANIC!

62. YOU KNOW HOW THAT ENDED.

63. ROLL-OUT AND GET THINGS DONE.
SMALL SCOPE.
TOUGH DEADLINE.
SURVIVE.

64. The industry should focus on
driving engagement and participation
while creating real value for the
consumer to participate and interact
with the ‘advertising’.

65. CONNECT AND SERVE
YOU GIVE YOU GET
YOU GET YOU GIVE

66. Fill the void in a persons life,
instead of blocking the view
on someone’s precious phone.

67. You don't win loyalty by forcing
users to watch your ads.
It's about respecting the user,
giving him something to enrich
his life in a specific way.
And…first impressions.

68. POTENTIAL OF RELEVANCY
“Please remind. Shit will be dumped.
You can shout and get a lot of buzz with an
app. But don't forget that app stores are
rated, apps are supposed to be free and
that the standards are already very high.
High expectations from the users that
make or break your app. And if you're really
concerned about your potential users you
should have know that before.”
user feedback on mobile app forum

69. 2012 - AJAX FOOTBALL FAN APP

70. 2012 - AJAX FOOTBALL FAN APP
Ajax Amsterdam #1 football team in the Benelux.
Currently about 550K fans on Facebook.
There are more than 20 Ajax-fansites,
all delivering news & updates on a daily basis,
Mostly filled with affiliate banners.
Still, Ajaxfans made a difference...

71. 2012 - AJAX FOOTBALL FAN APP
Ajax Amsterdam #1 football team in the Benelux.
Currently about 550K fans on Facebook.
There are more than 20 Ajax-fansites,
all delivering news & updates on a daily basis,
Mostly filled with affiliate banners.
Still, Ajaxfans made a difference...
Ajaxfans is the #1 mobile football fan app in the Dutch app stores.
And the story continues...

72. 2012 - AJAX FOOTBALL FAN APP

73. SO WHAT?
Is it complete and packed with “wow”-features?
No.
But it’s the best app in terms of retention.
Once a fan, forever a fan = engagement & loyalty.
It’s ranked before official apps of other teams and resides next to
the office Ajax app. As the official app is all about the official stuff,
the fan app also leaks the rumors and unofficial news/gossip.
Next up (later this year) will be integration of social media tools
and 3rd party added-value services for the fans.

74. CONNECT AND SERVE
YOU GIVE YOU GET
YOU GET YOU GIVE

75. IT’S NOT ABOUT MOBILE, IT’S ABOUT MOBILITY
“All that effort, for mobile....pfff...I don’t know....”

76. RECYCLE MOBILE EFFORTS & BUDGETS
If your service works
on a smartphone or tablet...
it will also fit
desktop PCs,
laptops,
smartTVs, Recycle the efforts and offer
widgets, an API to others to be
etc. creative with your service.

77. What if...your company
could open its data?

78. the your boss
team

79. This IS
Q&A

80. Thank you.
This IS
Tom Claes Lead Development Crew
skype webcomrades in Barcelona
+32 (0)479 99 60 45 stijn@webcomrades.com
tom@webcomrades.com bas@webcomrades.com
“Superman doesn’t work here, but these guys come really close.”