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1. Introduction and mobile advertising spend
2. Mobile ad formats
10
6. Mobile search
12
14
8. Success stories
16
21
9. Directory
ONE
introduction
and mobile advertising spend
Advertising on mobile phones? Whatever next!
By Jon Mew,
Head of Mobile, IAB
02 MOBILE advertising
TWO
mobile
ad formats
By Christian
Louca,
Managing Director,
YOC
04 MOBILE Advertising
THREE
How to brief
mobile advertising
By Paul Taylor,
Interactive Services,
Team Head,
COI
05
FOUR
Planning
and buying Mobile
By Andrew French,
Head of Sales,
Somo
Getting Started:
Planning and buying a mobile advertising campaign follows
the same principals as with any other media channel. Whilst
there are a number of unique attributes to mobile devices
it is essentially another route for a brand to reach its
prospects and engage with its customers. For that reason
the starting point to any campaign should be to answer the
following questions:
1.
2.
3.
4.
07
08 MOBILE Advertising
09
FIVE
using mobile
to engage consumers
By Britta
Anderson,
Account Director,
Candyspace
Media
11
SIX
Mobile
Search
By Ian Carrington,
Mobile Advertising
Sales Director,
Google
12 MOBILE Advertising
By the end of Q3/09 we saw over 30% Q/Q growth in mobile searches
on Google. In some countries, greater numbers search on mobile devices
than on PCs.
Thus, as with general web advertising, being present on search is vital
to any mobile advertising campaign. Make sure you can be found when
users need to find you. Often, people using their phone for search need
information immediately and this can lead to an instant conversion.
Targeting is another significant aspect to mobile advertising. You can make
your messages relevant to each person by taking advantage of device and
operator targeting. Perhaps you want to tailor your ad to reach users on a
particular network; you can now do it easily and at scale.
When it comes to ROI, many advertisers find they have higher conversions
and basket sizes on phone orders than through the web. Therefore, unique
channel features such as Click to Call are great for connecting users with
advertisers when they are ready to take action. In that dialogue theres a
greater opportunity to upsell products to the customer. Advertisers who
participated in our Click to Call beta trial saw a 5-30% increase in CTRs,
without losing clicks on URLs through to their sites.
Our best performing mobile advertisers have content that is simple to view
on a mobile; however that doesnt necessarily mean you need to build
a mobile-specific site. For example, easyJet tested their desktop site on
mobile users and saw ROI of 11:1 on flight bookings. Downloaded apps
are another invaluable way to offer a good user experience, incentivising
repeat purchase.
In summary, mobile can be a more powerful converting channel then
desktop search. Ensure you understand what every click from mobile and
desktop is worth. Think about the devices they are using to tailor messaging
accordingly and encourage interaction.
Experiment now, dont get left behind!
13
SEVEN
Measuring
the Success of Mobile Ad Campaigns
By Russell
Buckley,
Vice President of
Global Alliances,
AdMob
14 MOBILE Advertising
With so many brands and their differing objectives, its hard to generalise
about what a good landing page might consist of. But its important to think
through what you want the customer journey to consist of. As an example, a
successful car landing page might invite the consumer to watch video footage
of the car in action. Then provide details of their nearest dealer, as well as
a more concrete call to action, such as a click-to-call icon, enabling them
to arrange a test drive. In this case, reasonable and measurable objectives
might be how many consumers watched the video, how many did a dealer
look up and how many initiated a test drive.
A much more straightforward example might be for the many brands who
have currently launched apps for Apple and Android and want to generate
downloads by advertising directly in the mobile channel. In this case, the
measurable objective would obviously be how many downloads of the app
were generated.
Finally, many brands are used to employing
post-evaluation research to measure marketing
activity and have continued this discipline
into mobile marketing too. Companies such
as Dynamic Logic compare consumers who
have been exposed to the advertising with a
control group and thus can measure variables
such as brand awareness, ad recall, message
association and purchase intent as a direct
result of the campaign.
Mobile advertising is a rapidly evolving
channel, so its also worth taking a brief look
into the immediate future and the impact on
measurability this will have. Right now, the market
is experimenting with various mobile coupondriven campaigns, which will offer advertisers
the ability to close the loop and track from
the original ad right through to physical in-store
purchase. At that point, mobile will become the
most measurable of all media and will have a
fundamental impact on how many brands,
especially in the FMCG and Impulse sectors,
come to view media in the future.
15
EIGHT
Success
Stories
Case Studies
photoboxs use SMS to deliver a seasonal campaign to drive
customer acquisition through O2 More
Objective
photobox wanted to generate new members to their online photo printing
service.
Target audience
Target audience was families and holiday travellers.
Based on O2 More opted-in personal preferences O2 Media reached photoboxs
target audiences after the Christmas holidays in a relevant and timely manner.
The strategy
O2 Media sent photoboxs target audience an offer exclusive to O2 customers
for 100 free photo prints.
Results
7.4% response rate from SMS to landing page
55% of those who responded joined photobox
17% of those who responded redeemed the offer
The customer journey
photobox
16 MOBILE Advertising
AdMob - Capital FM
17
Emirates Airlines work with Sky to increase exposure as the official FIFA
World Cup 2010 airline.
The Brief
As the official airline of the FIFA World Cup 2010 in South Africa, Emirates Airlines
approached SDM looking for a fresh, engaging and bespoke opportunity that
highlighted their existing partnership 6 months ahead of the tournament and ultimately
drove sales of their high end World Cup Package Trips to various games throughout
the competition.
Target audience:
Males who are affluent, upmarket and hardcore sport fans with a high disposable
income.
Strategy
To ensure mass reach and maximum exposure, Emirates road-blocked the following
mobile channels for 36hrs...
Capitalising on the runaway success of Skys iPhone applications along with our
leading standard mobile sites this combined to ensure Emirates were the sole sponsor
of all World Cup related news along with being the only advertiser around the official
draw as it played out live on 2m peoples mobile phones across the country.
Creative execution was a simple yet effective mobile web page requesting users to
either click to call or enter their name and email address with an email brochure being
sent within minutes. Efforts were time targeted to reduce wastage.
18 MOBILE Advertising
Results
Traffic to the site was 130% higher than the previous Friday
Over 5.5m impressions were delivered (50% higher than predicted)
Average 1.12% CTR
61,000 people clicked on banner placement
1,100 calls and brochure requests
Cost per response was 24 times less than in daily and Sunday newspapers
Generated 4 times as many leads
Consumer receives
FF voucher for a
free 5 days Fitness
First pass
O2 sent SMS
text message to
target audience
Local Fitness
First club ring O2
customer to
book an
appointment
19
AdMob - ACCOR
Target audience
Accor is a world leader in hotels and services.
Accors free iPhone application leverages
geo-localization and intuitive map search.
Users can add the hotel contact details to
their contact lists, find current promotions,
book their hotel and check their current
reservations. This campaign targeted hotel
users in core markets, including UK, France
and Italy.
Objective
Maximize app ranking in App Stores with cost-effective downloads.
Strategy
Geo-targeting of CPC banner ads on many of the most popular local iPhone
apps and sites reached millions of users in AdMobs network. Users were
taken directly from the ad to the App Store download page with just one click
for easy discovery and download of the app. PureAgency managed and
optimised the campaign by monitoring CPA in real-time through AdMobs
robust `reporting and with their own download measurements.
Results
Within the travel category, the app moved up to become one of the highest
ranking apps in each App Store: France #2, Italy #4, UK #11. The two week
campaign delivered:
Click-through rates of 1.30% on average
Conversion rates (clicks resulting in app downloads) of 5% on average
Approximately 300,000 visits to app download page
20 MOBILE Advertising
Directory
3
Neil Andrews
neil.andrews@three.co.uk
MediaCom UK
David Fieldhouse
david.fieldhouse@mediacom.com
Microsoft Advertising
Paul Lyonette
Palyonet@microsoft.com
Unanimis
Alex Rahaman
alex@unanimis.co.uk
Adfonic
Paul Childs
info@adfonic.com
Mindshare Worldwide
Adam ONeill
adam.oneill@mindshareworld.com
AdMob
Jonathan Abraham
jabraham@admob.com
MoMac Limited
Chris Hanage
c.hanage@momac.net
Movement
Clive Baker
clive@movementlondon.com
Bango
Anil Malhotra
anil@bango.com
OMDUK
Alex Newman
Alex.Newman@OMDuk.com
BlisMobile
Gregor Isbister
greg@blismobile.com
O2
Shan Henderson
shan.henderson@o2.com
OpenMarket
David Sheridan
david.sheridan@openmarket.com
Orange UK
Julie Fairclough
julie.fairclough@orange-ftgroup.com
Experian
Alex Kuhnel
alex.kuhnel@uk.experian.com
Google
Michael Schipper
schipper@google.com
Incentivated
Robert Thurner
robert@incentivated.com
Somo Ltd
Andrew French
andrew@somoagency.com
InMobi
Rob Jonas
020 7470 7175
Taptu Ltd
Bob Last
bob.last@taptu.com
Lucidity Mobile
David Fieldhouse
davidf@luciditymobile.com
TigerSpike
Nic Newman
020 7802 8005
Velti Plc
Stephen Upstone
supstone@velti.com
Yahoo! Network
John Tigg,
020 7131 1691
YOC Group
Christian Louca
Christian.louca@yoc.com
Yodel Digital ltd
Mick Rigby
Mick@yodeldigital.com
Jon Mew,
21
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