adspace workshop series — steen andersson
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5thfinger© 5th Finger 2009
1. What We Do
2. Mobility Planning
3. Innovation @ 5th
4. Example: Mobile Elements
How to think about mobile
Beyond The
banner (Driving
ROI)
Case Studies
&New Opps
http://www.flickr.com/photos/11266609@N00/2872069583/
Presenter: Steen Andersson Co-Founder & Vice President
5thfinger© 5th Finger 2009
This is amobile phone.
5thfinger© 5th Finger 2009
This is mobility.
5thfinger© 5th Finger 2009
is a range of BEHAVIORS
mobility
5thfinger© 5th Finger 2009
Our job is helping brands engage consumers living on the go.
5thfinger© 5th Finger 2009
By tapping into context.
5thfinger© 5th Finger 2009
Exploiting functionality.
5thfinger© 5th Finger 2009
Creating utility.
5thfinger© 5th Finger 2009
Most people think about mobile like this.
Brand
Voice
AppsMobile Web
SMSAn idea.
An idea.
An idea.
An idea.
© 5th Finger 2009
5thfinger© 5th Finger 2009
Most people think about mobile
Brand
Voice
AppsMobile Web
SMSAn idea.
An idea.
An idea.
An idea.ASTECHNOLOGY.
© 5th Finger 2009
5thfinger© 5th Finger 2009
Some people think about mobile like this.
Mobile
TV
PrintOnline
OOH
Ideas.
Ideas. Ideas.
Ideas.
© 5th Finger 2009
5thfinger© 5th Finger 2009
Some people think about mobile
Mobile
TV
PrintOnline
OOH
Ideas.
Ideas. Ideas.
Ideas.
AS CONNECTION.
© 5th Finger 2009
5thfinger© 5th Finger 2009
We think about mobile like this.
The Idea
People
Media
Technology
Brand
© 5th Finger 2009
5thfinger© 5th Finger 2009
We think about mobile
The Idea
People
Media
Technology
Brand
UTILITY.AS
© 5th Finger 2009
5thfinger© 5th Finger 2009
So where do I start?
© 5th Finger 2009
5thfinger© 5th Finger 2009
Know your mobile Ad Networks…
Direct Response(Long Tail of Publishers)
Branding(Premier)
High TrafficVolume
Lower Traffic VolumeChart: North American Ad NetworkInventory Mix (Source 5th Finger)
5thfinger© 5th Finger 2009
1. What We Do
2. Mobility Planning
3. Innovation @ 5th
4. Example: Mobile Elements
Presenter: Steen Andersson Co-Founder & Vice President (steen.andersson@5thfinger.com)
Beyond The
banner (Driving
ROI)
http://www.flickr.com/photos/11266609@N00/2872069583/
5thfinger© 5th Finger 2009
SMS Coupons/Vouchers
Click to CallBranded Content Downloads
SMS Alerts
WAP Coupons
Sales Promotion Sweepstakes
Download Mobile Wallpapers
Videos (Trailers, etc)
E-commerce
Beyond the Banner (Driving ROI)
5thfinger© 5th Finger 2009
1. What We Do
2. Mobility Planning
3. Innovation @ 5th
4. Example: Mobile Elements
Presenter: Steen Andersson Co-Founder & Vice President (steen.andersson@5thfinger.com)
Case Studies
&New Opps
http://www.flickr.com/photos/11266609@N00/2872069583/
5thfinger© 5th Finger 2009
MSN MOBILEKey Learnings –
• For PC vs Mobile Ads - 6x ROI performance from Mobile Ads
• More complex calls to action (Sweeps) can reduce response
• Admob performed 10x better than the worst performing ad network (Sprint)
• Traffic from Google Mobile Search and Millenial Media had the highest repeat visit rate to MSN Mobile
5thfinger© 5th Finger 2009
LANDROVER
Moving from PC to Mobile...
5thfinger© 5th Finger 2009
Untapped Opportunities…
© 5th Finger 2009
5thfinger© 5th Finger 2009
Rich Mobile Banners
© 5th Finger 2009
5thfinger© 5th Finger 2009
In Banner Search
© 5th Finger 2009
5thfinger© 5th Finger 2009
The wrap…Your
nameSend to a Friend:
Friend’s NameYour
Mobile #
Friend’s
Mobile #
Your name
Send to a Friend:
Friend’s NameYour
Mobile #
Friend’s
Mobile #
2. Drive ROI Beyond the
Banner
3. Think about how much online
budget to allocate
1. Understand the players
5thfinger© 5th Finger 2009
thanks
San Francisco Office+1 415 294 2040
Sydney Office+61 2 8307 7888
New York Office+1 646 578 8202
Steen AnderssonCo-Founder
steen.andersson@5thfinger.com
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