CALL TRIGGERED ADVERTISING. A new unique and highly targeted form of mobile advertising based on consumers call behavior.

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Alisha Little
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1 CALL TRIGGERED ADVERTISING A new unique and highly targeted form of mobile advertising based on consumers call behavior.

2 CALL TRIGGERED ADS A new powerful form of highly-targeted advertising via mobile display. Most of today s targeting criteria are just guessing who the right consumer for a given product might be. Ad targeting via users call behavior takes your ad one step closer to the right consumer at the right time. CIAmedia s unique ad targeting technology knows which businesses, phone numbers or even local contacts a user is calling. We mix this valuable info with other targeting criteria like gender, age and location. When we run a campaign, we are able to reach millions of unique users via CIAmedia s mobile ad channel. We help you aim at the right consumers for your product or service, and deliver your advertising message at a time when the consumer is ready and willing to buy. A BILLION CALLS A DAY! Nearly 2 billion Google searches are made on smartphones and tablets every day. That s a lot! But there are also 1 billion mobile phone calls made every day. There is huge potential in Call Triggered Advertising. Read about this Valentines campaign on page 4. 2

3 AIM YOUR ADVERTISING By making use of our unique targeting options: Business Category Consumer Interest Phone Number (Competitor) Contact Name HOW IT WORKS: Using this option makes sure ad impressions only go to users who are already interested in the same business category as the product to be advertised. It shows the ad immediately after the user makes a call to a merchant in a selected Business Category. HOW IT WORKS: Shows your ad immediately after a user calls a specific phone number. This option is often used for Competitor Targeting. Advertisers can show a specific ad right after a call to one of their competitors is made. HOW IT WORKS: This targeting option can be compared with a cookie in browsers. It targets based on the user s call history, making sure to aim at users who have shown interest in your product category. The app keeps track of users call behavior for example, if a user called fast food restaurants 10 times during the past 2 weeks, that user is more likely to click on an ad for the local Burger Palace. HOW IT WORKS: The channel targets users with an ad right after they make a call to their Mom, Dad, wife, husband, girlfriend or boyfriend. This option is popular for advertisers selling products designed for special days like Valentine s Day, Mother s Day, and Father s Day. You can also target by:* Call duration Call type Gender Age Call history Operator Location Region/City Time of day Day of week Mobile platform Device Retargeting Nickname Connection type *Targeting options can also be used in combination 3

4 SUCCESS STORIES Case study examples with our unique targeting DOVE Unilever ran a mobile campaign for its global Dove brand linked to Valentine s Day. The goal was to reach consumers right after a phone call to their loved one, using the channel s unique ability to target users based on names in their phone s contacts list. CITROËN Citroën Austria was running a mobile campaign to promote a new family car. Making use of Business Category targeting, the ad was shown to users just after they made calls to businesses in the automotive category. This way of targeting users resulted in the best CTR amongst publishers running the campaign. HASPA BANK Hamburger Sparkasse (Haspa), the largest bank in Hamburg, Germany, was running a mobile campaign to reach out to potential new customers. CIAmedia used Business Category targeting to help Haspa reach users calling within the category of personal finance. AVEA: Avea is a well known mobile operator in Turkey with a huge nationwide costumer base. In a mobile campaign for the Avea Woops package, Avea decided to make use of CIAmedia s Contact Name targeting criteria. The goal was to reach consumers right after calls to their near friends or loved ones. Another request from Avea was to be able to show different ads depending on which of the two target groups was called friends or loved ones. 4

5 PINAR SU The largest company in the bottled water industry in Turkey, Pinar Su, made use of the channel s Phone Number (Competitor) targeting. Whenever a call was placed to one of its competitors phone numbers, Pinar Su s eye-catching half-page banner ad popped up on the user s mobile screen. With click-to-call functionality on the banner, the customer was easily converted. In combination with Location Based Targeting, Pinar Su aimed at the right audience, at the right time, in the right place! YAPI KREDI Yapi Kredi is the largest player in the credit card market in Turkey. Via a mobile advertising campaign with CIAmedia, this client is making use of Phone Number (Competitor) targeting and Business Category targeting to reach consumers interested in electronics. The goal is to promote the YKB World credit card as the right choice for financing consumer electronics purchases. The channel delivers the ad to the user right after a call to a business within the Technology and Computer category. TURKISH AIRLINES THY Turkish Airlines, the fourth largest airline carrier in the world, wanted to reach potential customers who have a relationship to specific destinations. By making use of Phone Number targeting, CIAmedia was able to target consumers who made phone calls to numbers outside the country. This special use of Phone Number targeting in a mix with Business Category targeting to the travel segment made it possible to reach consumers as close to the buying position as possible. THY s message appeared on the users mobile phones just when it was most appropriate. 5

6 CREATIVES & ACTIONS Our Call Triggered Ads support almost every ad format, from MMA standard banners to fancy Rich Media formats. Rich Media features: Click2URL Click2Appstore Click2In-App Click2Call Click2SMS Click2Video Click2Calender Video Swipe Image Push Video Text Store Locator And more... 6

7 ADVERTISING CHANNEL Loved by users worldwide and downloaded in huge volumes across multiple platforms the CIA caller identification app delivers caller ID information. The CIA app reveals the name behind an unknown phone number right on the screen while the phone is ringing. When the call is finished, users get a pop-up message reminding them who was on the other end of the line, or whom they might have missed a call from. These functionalities truly enrich the user s call experience. At the same time, they open a whole new world of advertising opportunities within the mobile display and offer unique targeting options for advertisers. Read more 7

8 Contact MICHAEL SVENDSEN Director Media Sales MATHIAS SCHROEDER Chief Operating Officer & Co-founder CIAmedia Matznergasse Vienna Austria info@ciamedia.com

DG MediaMind Mobile Benchmarks

DG MediaMind Mobile Benchmarks overview Every day, consumers depend more on mobile technology for their media, day-to-day communications and connections to the world. The proportion of time spent on mobile