11 time for mobile advertising is now!! planet 9 d.o.o. vojkova 78 1000 ljubljana slovenija - david...
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Time for mobile advertising is NOW!!
Planet 9 d.o.o.Vojkova 781000 LjubljanaSlovenija-David SmolnikarCommercial and Marketing DivisionMarketing Department [email protected] + 386 1 47 28 517
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What is mobile marketing?• Mobile messaging (SMS, MMS)
(personal data, opt-in, targeted)
• Bluetooth marketing (limited location, anonymous)
• Location based marketing (opt in, location via mobile operators, GPS)
• Mobile mini sites (dedicated mobile mini sites)
• Mobile content sponsorship(sports, entertainment, in game)
• Mobile display advertising (banners on mobile portal) !
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The mobile evolution
Voice SMS MMS, WAP (data traffic) mobile WEB
from listening
to looking
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Mobile display advertising
-Creative advertising possibilities
-Reachable to all mobile users
-More adoptable
OFFOFF PORTAL
-Very fast to produce
-Free data traffic
-Familiar users experience
-Better results
ONON PORTAL
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ON portal example
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OFF portal example
disclaimer
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Guide for mobile advertising (1/4)
Which clients?
Those who are targeting: – young population (15-
19)– young at heart (30-39)
TVPRINT
WEB
Those who advertise
already on the internet
Source: Quantitative internet analysis, Valicon, 2008, n=903
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Guide for mobile advertising (2/4)
How to present?
• State reach numbers• Mention CTR• Be simple• Be graphical• Present case studies• Lend them a mobile phone• Find mobile content that would be useful to
them in spare time
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Guide for mobile advertising (3/4)
Which campaigns?
Those that target mobile users
Those that include elements of …
Are based on WEB micro
sites
Source: Quantitative internet analysis, Valicon, 2008, n=903
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Guide for mobile advertising (4/4)
Which advertisers?
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Cases of mobile advertising
www.mobiadnews.com
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Case study:WHERE ARE THE BEST SEATS IN TOWN?• Agency: Luna TBWA Slovenia
• Client: Renault Nissan Slovenia
• Goal: With a mystery question Nissan creates a introduction into Nissans image campaign that intends to focus or change the perception of sitting and car seats
• Realization: voting for the best seat on the web page www.najsedezi.si AND on mobile portal that is reachable via SMS or mobile banners
• Communication channels: print, outdoor, TV, internet, mobile portals (Planet, Vodafone
Live!)
• On web or mobile mini site the users could:– Participate in the prize winning quiz that could win them the
best concert or event ticket– Participated in an additional prize winning game if they gave
some personal data (type of car they are driving, age and email)
– Apply for a test drive at all dealers in Slovenia
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Case study:WHERE ARE THE BEST SEATS IN TOWN?
• Simple idea
• Simple design
• Interactivity
• Classical media
• Connected to music and entertainment
Result:
15 % more interactions with the campaign by adding the mobile media
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Mobile portals in the region
Mobile
advertisingReach
numbersPrice list
Slovenia Mobitel - Planet √ √ √
Simobil - Vodafone live! √ Ø Ø
Croatia VIP - Vodafone live! √ √ √
T-mobile - T-zones ? ? ?
Republic of Serbia
Telenor - Telenor mobile √ √ √
MTS - Mondo √ √ √
VIP - Vodafone live! Ø Ø Ø
Republic of Macedonia
VIP - Vodafone live! ? ? ?
T-mobile - T-zones Ø Ø Ø
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Conclusion• It’s a fact that mobile advertising will evolve –
faster than internet• Impressive CTR and reach numbers• Agencies are aware• Clients are open to new channels• Mobile operators are ready• Measurement is available and more accurate• More & more case studies are emerging• Google’s Eric Schhmidt announced bigger revenue
from mobile than internet advertising.
Time to include mobile advertising in the Time to include mobile advertising in the marketing budgets is marketing budgets is
NOWNOW!!!!
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Send SEMPL to
+386 51 630 630
You will also receive FREE SMS alerts during the festival
Visit SEMPL mobile portal
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Thank you ...
David SmolnikarCommercial and Marketing DivisionMarketing Department [email protected] + 386 1 47 28 517