Leading Edge: Mobile Advertising

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Alberta Hancock
8 years ago
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1 Leading Edge: Mobile Advertising

2 Thank you to our sponsor and to our host

3 Speakers Megan Brownlow, Executive Director, PricewaterhouseCoopers Carolyn Bollaci, Country Manager, AU & NZ, MediaMind Paul Fisher, CEO, IAB Australia

4 Leading Edge: Mobile Advertising Megan Brownlow, Australia Entertainment and Media Outlook

16 Leading Edge: Mobile Advertising Carolyn Bollaci, Mobile Monetisation

17 Mobile Monetization 6 Facts You Need to Know about Mobile Carolyn Bollaci November 2011

18 Smartphone usage in Australia

19 How do MediaMind fit in Ad Serving Unified campaign management solution Intuitive and turn key Wide publisher network Ad Formats Standard ad formats Advanced capabilities Custom development Analytics Unified metrics Real time analytics Unique user reporting

21 Tracking Cross-Channel Performance Unified Reporting Online Mobile Impressions Conversions Video Search Clicks etc... Brand impact from integrated marketing communications Cross media comparisons 2010 MediaMind Technologies Inc. All rights reserved

Delivery Msite and APP Optimization Analytics

Fact #1 Evenings are most Effective for click through

Fact #4 Mobile offers a higher CTR CTR than your PC

Fact #6 Mobile outperforms browser based banners for branding

32 Lessons learned Weight mobile campaigns to ensure the bulk is served in the evening Target iphones for the bulk of your inventory Have an HTML5 site ready for users who click through from your ads 2010 MediaMind Technologies Inc. All rights reserved

33 How will Mediamind view mobile in 2012 HTML5 within mobile campaigns will become important to enhance user experience and response Rich Media mobile campaigns will drive brand awareness and offer a much better experience than traditional campaigns Increased usage of mobile devices and spend likely to triple, mobile will become an integral part of the media plan 2010 MediaMind Technologies Inc. All rights reserved

34 Ways to make mobile scalable and reduce barrier to entry: Ensure the advertiser has the ability to manage cross channel campaigns Unified reporting will help advertisers compare results easily and effectively 2010 MediaMind Technologies Inc. All rights reserved

35 Mobile Online Hybrid Reports CTR Media Cost Delivery Rate 0.5 Mobile Online Mobile Online 900,000 Mobile Online 90% 90% ,000 CTR (%) Media Cost ($) Delivery Rate (%) Video Started Rate Interaction Rate Expansion Rate Mobile Online Mobile Online Mobile Online 30% 25% Video Started (%) Interaction Rate* (%) Expansion Rate (5) Engagement metrics for online and mobile side-by-side **These figures are for demo purposes only*** 2010 MediaMind Technologies Inc. All rights reserved

36 Enhanced Analytics Unique Impressions Unique Clicking Users Conversions Mobile Online Mobile Online Mobile Online 14,000,000 21,000 28, ,000,000 Unique Impressions Unique Clicking Users Conversions (%) **These figures are for demo purposes only*** 2010 MediaMind Technologies Inc. All rights reserved

37 Creative examples Avatar Campaign: Avatar DVD Release Creative Agency: Thinkjam Advertiser: 20th Century Fox Ad Format: Expandable Banner Interactive Features: Interactive Video Vertical: Entertainment Country: US 2010 MediaMind Technologies Inc. All rights reserved

38 Creative examples White Collar Campaign: White Collar Creative Agency: Ignighted Advertiser: USA Network Ad Format: Home Page Takeover Interactive Features: Interactive game Vertical: Entertainment Country: US 2010 MediaMind Technologies Inc. All rights reserved

To download the full research: www.mediamind.

41 Leading Edge: Mobile Advertising Paul Fisher, Mobile Advertising Update iab UK

42 Mobile s update

43 Market overview- the context of mobile What does this mean for mobile advertising? Advertising opportunities in mobile Challenges for the future Opportunities for the future Conclusions

44 23m Britons use the mobile internet every month 22.7m 8.5m Source: comscore Mobilens

45 Source: comscore Mobilens UK Smartphone penetration at 47%

46 14% of the UK has a tablet 3.9% 6.9% 2.7% Source: comscore Sept 2011

47 000 s Mobile browsing & apps are not just for the youth Used a mobile browser or app in the last month Source: comscore Mobilens 14.3m 14.0m

48 of UK phone owners purchase products/services on their mobiles Source: IAB Consumer M-CommerceStudie Sept 2011 Base = All mobile users (1046)

49 Mobile the response mechanism In Easy Living this month there was a dinner plate set featured so I used my mobile to look it up on the supplier website and purchase it. Katie Y 40% agree they often use their mobile if they see an interesting ad Source: IAB s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days

50 Market overview- the context of mobile What does this mean for mobile advertising? Advertising opportunities in mobile Challenges for the future Opportunities for the future Conclusions

53 2010 total mobile ad spend breakdown

54 Change in industry sector display market shares 09 10

55 (000s) 1,200,000 UK Mobile Advertising revenues to reach 1 bn by 2015 FirstPartner UK Mobile Advertising Forecast ,000, m 800, m Video 600, m Search Mobile Internet (Banners) 400, , m 294m MMS/SMS Push Advertising Games Copyright FirstPartner2011 First Partner Copyright FirstPartner 2011

56 Market overview- the context of mobile What does this mean for mobile advertising? Advertising opportunities in mobile Challenges for the future Opportunities for the future Conclusions

57 Rich media display advertising

58 Location Based Marketing

59 Mobile Vouchers

60 NFC

61 Mobile as a response mechanism to other media

62 Market overview- the context of mobile What does this mean for mobile advertising? Advertising opportunities in mobile Challenges for the future Opportunities for the future Conclusions

63 Source: IAB Snapshot Research Base: 2011 (406) Client understanding is the biggest barrier to mobile taking a bigger share of digital spend

64 Case studies are key to getting agencies to increase their spend on mobile What single thing would the mobile advertising industry need to do in order for you to increase your spend on mobile? Source: IAB Snapshot Research Base: 2011 (406)

65 Market overview- the context of mobile What does this mean for mobile advertising? Advertising opportunities in mobile Challenges for the future Opportunities for the future Conclusions

66 NFC joins, and location remains to be, the most exciting development for mobile What do you think is the most exciting development in mobile advertising? Source: IAB Snapshot Research Base; 2011 (406)

68 Global smartphone shipment figures Q Q Source: IDC 2011

69 Market overview- the context of mobile What does this mean for mobile advertising? Advertising opportunities in mobile Challenges for the future Opportunities for the future Conclusions

70 Conclusions More people than ever use mobiles and tablets to interact with brands Advertisers are wising up to this, and adspend on mobile was up 116% from 2009 to 2010 From rich media to NFC, there are many different creative ways for advertisers to use mobile With predictions for mobile to overtake online in the future, this is a medium brands can no longer afford to ignore

71 Mobile Advertising Q&A

72 Questions

73 Thank you to our sponsor and to our host

MOBILE RESEARCH. Tiny Screen. Huge Results. Maximizing Mobile Advertising Performance 1.15 0.07 % retweet this

MOBILE RESEARCH. Tiny Screen. Huge Results. Maximizing Mobile Advertising Performance 1.15 0.07 % retweet this MOBILE RESEARCH Tiny Screen Huge Results Maximizing Mobile Advertising Performance 1.15 0.07 % retweet this TINY SCREEN HUGE RESULTS MAX IMIZ I NG MOBILE ADVER T I SIN G PERFOR M A NCE 1.15% 1.4% CTR 0.8%