Leading Edge: Mobile Advertising
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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
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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
20 Cross Channel Campaign 2010 MediaMind Technologies Inc. All rights reserved
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
22 200 MM Mobile Impressions 2010 MediaMind Technologies Inc. All rights reserved
23 Where is our data coming from? Devices OS / Carriers Management Creation Delivery Msite and APP Optimization Analytics Publishers 2010 MediaMind Technologies Inc. All rights reserved
24 Six facts about Mobile Advertising 2010 MediaMind Technologies Inc. All rights reserved
25 Fact #1 Evenings are most Effective for click through rates 2010 MediaMind Technologies Inc. All rights reserved
26 Fact #2 Apple Trumps Android 2010 MediaMind Technologies Inc. All rights reserved
27 Fact #3 Affluent BlackBerry users click less 2010 MediaMind Technologies Inc. All rights reserved
28 Fact #4 Mobile offers a higher CTR CTR than your PC campaign 2010 MediaMind Technologies Inc. All rights reserved
29 Fact #5 All mobile verticals drive higher CTR s than their PC counterparts 2010 MediaMind Technologies Inc. All rights reserved
30 Fact #6 Mobile outperforms browser based banners for branding Millions 2010 MediaMind Technologies Inc. All rights reserved
31 Tiny Ads Huge Results 2010 MediaMind Technologies Inc. All rights reserved
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
39 To download the full research: MediaMind Technologies Inc. All rights reserved
40 Thank You! 2010 MediaMind Technologies Inc. All rights reserved
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
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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)
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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
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