connect & serve on mobile (at barcelona igaming) - by webcomrades, tom claes

Them folks from

have entered the building!

- over -

THERE’S ABOUT 30 MINUTES...

...TO CONVINCE YOU THAT THERE IS

MORE THAN MOBILE ADS.

HOW MANY OF YOU LIKE MOBILE ADS?

excerpt of Pimp My Ads

LET’S ASK SOMEONE WHO KNOWS A THING OR TWO

ABOUT MOBILE.

“MOBILE BANNER ADS SUCK.”

quoted by Steve Jobs in 2010

HOW DID IT COME THAT FAR?

MONEY CASH HOES

‘SOMEBODY’ DECIDED TO COPY WEB TO MOBILE

MONEY CASH HOESsexy

UNFORTUNATELY, IT DOESN’T LOOK LIKE THIS...

USER ACCEPTANCE ADS ON MOBILE & TABLET

USER ACCEPTANCE ADS ON MOBILE & TABLET

YES.YOU ARE RIGHT.

DISPLAY ADS STILL GENERATE REVENUE.

MASSIVE AMOUNTS OF IMPRESSIONS

HIGHLY-DETAILED TARGETING/STATS

BUT MOBILE DISPLAY ADS GENERATE

MASSIVE AMOUNTS OF IMPRESSIONS

HIGHLY-DETAILED TARGETING/STATS

BUT MOBILE DISPLAY ADS GENERATE

AND ALSO...USER FRUSTRATION

SHOULD YOU KEEP USING EXISTING BIZZ MODELS?

...AND COPY SAME-OLD WEB AFFILIATE MARKETING?Please. Let there be light...

NO.

“MOBILE BANNER ADS SUCK.”

quoted by Steve Jobs in 2010

I REPEAT

THANK YOU, STEVE. BUT HOW CAN WE GO FROM...

VIEWS

CLICKS

?SESSIONS

LEADS

REGISTRATIONS

ACQUISITIONS

VISIBILITY & BRANDING DIRECT REVENUE

COOL DOWN.

SUCCESS DOESN’T COME OVERNIGHT

GOOD NEWS

MOBILE IMPRESSIONS ARE ON THE RISE

SO THE REAL QUESTION IS...

WHO’S GOT THE GOOSE?

the golden egg

Impressions, click-through rates and cost-per-action still continue to be the

main numbers that marketers use to evaluate their campaigns.

Although these metrics might be helpful with other marketing platforms, it does not necessarily apply to mobile, which requires a different mentality.

It’s about thinking through a whole new experience with the consumer first so that I can do things that are importantto me.

BECAUSE MOBILE BANNER ADS SUCK.

quoted by Steve Jobs in 2010

WHY?

THINK mobile.

We need to

for starters

THINK mobile.

We need to

for starters

ACTION MOBILE

ON

Even better, we need

The industry should focus on driving engagement and participation while creating real value for the consumer

to participate and interact with the ‘advertising’.

Mobile campaigns should be • personal,• location-specific,• relevant to what the user is doing,• perfectly timed,• attention-grabbers (=difficult)

THE BASICSIN 5 STEPS

KEEP IT SIMPLE

Simple doesn’t mean

poor quality or incomplete. It’s choosing the key elements and making a

huge difference between needs and wants.1

2CROSS-SELL YOUR APP

Communicating about a football clash coming up with competitive odds? Or a bonus promotion?

Why not use another angle and get your mobile application involved in the campaign?

+

OPTIMIZE CAMPAIGN SEO

Don’t expect users to find out about your app themselves. There are more than 500K other

apps in the app stores, how can these potential users find your app or mobile site?

3

4Integrate mobile in all media. Mobile is a hot topic and newspapers, bloggers, journalists like to write about it. Don’t underestimate the power of traditional media and give small media scoops too.

REACH OUT TO ALL MEDIA

Listen to your audience. There is a reason for all user-feedback. Good or bad. Scan your customer service and

social media channels thoroughly.

ASK FOR FEEDBACK5

...and act on it.

READY FOR TAKE-OFF?

Let’s do it.

AN APP OR A MOBILE WEBSITE?

NATIVE APP MOBILE WEB APPHYBRID APP

AN APP OR A MOBILE WEBSITE?

BOTHAND AT THE SAME TIME.

“WHY BOTH? I’M ON A BUDGET, MAN.”

Mobile sites are for the masses. Sites are excellent for SEO.

Apps are for the loyal fans.Apps need stores and have charts.

Apps consume content & usage.

NOW “$HOW ME THE MON€Y!”

I hear you thinking!

Dear Jerry,Context is where it is.– whether it is through related products, time or location – will be the next battleground for mobile payments.

by Mr. Doyle, Paypal

Sports

ShoppingArt +Entertainment

GamesNews

IMPRESSION RANKING

CONSUMER PLAYGROUNDS

from ‘Display Business Trends’ Aug 2012 by Google

Define a goal & context based on

The goal of mobile content marketing is to create target-market-oriented content that informs, entertains, provides value, and inspires sharing.

WHAT HAVE WE DONE?

We’ve been working closely with Unibet on mobile marketing apps.

50

remember picture

...INTERNATIONALLY

ROLLING-OUT CONTEXTUAL APPS...

SUCCESSFUL MOBILE SPORTSBOOK

2010first testcase in

We’ve already generated more than 2 million mobile user sessions since Jan 2011 straight in their core target group.

2011

And keep a focus on user-centric content integrations.

2012

LEARNINGSretention

#1retention

PRACTICE BY DOINGyou can blah-blah all you want...but you should

While doing, you are...

...building an audience,

...learning & improving,

...sharing the knowledge,

...giving something back,

...becoming a reference.

MONITOR USAGE

CHECK REVIEWS

FOLLOW CHARTS

INTEGRATE IN COMMUNICATION

Meanwhile at the HQ...

Thursday, October 11, 2012 (yesterday)

Two sportsbook marketing apps in the Top 10 (Denmark)!

UNIBET SPORTS TV GUIDE UNIBET FOOTBALL STATS CENTRE

Meanwhile, in The Netherlands...

UNIBET PRO

Unibet Pro made the Top 10 in The Netherlands!

Thursday, October 11, 2012 (yesterday)

STOP BUILDING THE TITANIC!

YOU KNOW HOW THAT ENDED.

ROLL-OUT AND GET THINGS DONE.

SMALL SCOPE.TOUGH DEADLINE.

SURVIVE.

The industry should focus on driving engagement and participation while creating real value for the consumer to participate and interact with the ‘advertising’.

CONNECT AND SERVE

YOU GIVEYOU GET

YOU GETYOU GIVE

Fill the void in a persons life,instead of blocking the viewon someone’s precious phone.

You don't win loyalty by forcing users to watch your ads.

It's about respecting the user, giving him something to enrich

his life in a specific way. And…first impressions.

POTENTIAL OF RELEVANCY

“Please remind. Shit will be dumped. You can shout and get a lot of buzz with an app. But don't forget that app stores are rated, apps are supposed to be free and that the standards are already very high. High expectations from the users that make or break your app. And if you're really concerned about your potential users you should have know that before.”

user feedback on mobile app forum

2012 - AJAX FOOTBALL FAN APP

2012 - AJAX FOOTBALL FAN APP

Ajax Amsterdam #1 football team in the Benelux.

Currently about 550K fans on Facebook.There are more than 20 Ajax-fansites,

all delivering news & updates on a daily basis, Mostly filled with affiliate banners.

Still, Ajaxfans made a difference...

2012 - AJAX FOOTBALL FAN APP

Ajaxfans is the #1 mobile football fan app in the Dutch app stores. And the story continues...

Ajax Amsterdam #1 football team in the Benelux.

Currently about 550K fans on Facebook.There are more than 20 Ajax-fansites,

all delivering news & updates on a daily basis, Mostly filled with affiliate banners.

Still, Ajaxfans made a difference...

2012 - AJAX FOOTBALL FAN APP

SO WHAT?

Is it complete and packed with “wow”-features? No.

But it’s the best app in terms of retention.Once a fan, forever a fan = engagement & loyalty.

It’s ranked before official apps of other teams and resides next to the office Ajax app. As the official app is all about the official stuff,

the fan app also leaks the rumors and unofficial news/gossip.

Next up (later this year) will be integration of social media tools and 3rd party added-value services for the fans.

CONNECT AND SERVE

YOU GIVEYOU GET

YOU GETYOU GIVE

IT’S NOT ABOUT MOBILE, IT’S ABOUT MOBILITY

“All that effort, for mobile....pfff...I don’t know....”

RECYCLE MOBILE EFFORTS & BUDGETS

If your service works on a smartphone or tablet...it will also fitdesktop PCs, laptops,smartTVs,widgets,etc.

Recycle the efforts and offer an API to others to be

creative with your service.

What if...your company could open its data?

your bossthe

team

This IS

Q&A

Tom Claesskype webcomrades

+32 (0)479 99 60 45tom@webcomrades.com

Lead Development Crewin Barcelonastijn@webcomrades.combas@webcomrades.com

“Superman doesn’t work here, but these guys come really close.”

This IS

Thank you.