march 2011 app presentation v2
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Independent News & Media NI
Presentation to Government Advertising Unit
An Overview on Apps andMobile Marketing
Sam McIlveen Independent News & Media (NI)
Independent News & Media NI
Content
• The growth of mobile
• The business opportunity
• Mobile optimised websites
• Apps
• Mobile advertising
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Mobile Statistics
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Internet Access
“By 2013, mobile phones will overtake PCs as the most common web access device worldwide”
Gartner 2010
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Casual Browsing
2011……
On the move
• Internet usage is growing in volume and now changing in format• The internet is now more than a PC based phenomenon• Many people’s first internet experience of the day occurs on a mobile device
New Advertising platformsNew Advertising platformsNew Marketing challengesNew Marketing challenges
New Publishing Formats
Smartphone Tablet e-Readers
The digital day – we are connecting in new ways
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The impact of smartphones
• 90% of all UK adults use a mobile and c.25% now have smartphones
• Smartphones is a mobile phones combined with a handheld computer
• 7.2m UK smartphones sold in 09 12.8m sold in 2010 78% growth year on year
• 28% of people in the UK use their mobile to access the internet
• But 65% of all smartphone users access the internet via their handset
Sources: Ofcom, Comscore
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The Opportunity
• Mobile represents an excellent opportunity to engage, target and increase your audience via the most personal medium available
• Do you know how many users access your website via a mobile device?
• Does your website need to be reformatted orrebuilt to be compatible with mobile devices?
• Have you considered developing an app?
• Have you considered mobile advertising?
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Mobile Optimised Websites
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Joe Marini. Designing and Developing for the Rich Mobile Web presentation at Microsoft's MIX10 conference
“Good mobile sites focus on a few important tasks. Resist the temptation to make all the features of your main
site into the ones that are most critical for mobile.”
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Mobile Websites:
• Reformat or rebuild websites for smaller screen
• Take your existing web content and only usekey elements
• Flash will not render on most mobile devices, notably the iPhone
• Make use of the unique possibilities on mobile:touchscreens, voice and location capabilities,
click to call
• Clarity of message and easy navigation are key
• Remember user has limited time and screen space
• It’s worth it - optimised viewing on over 5,000 different devices
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Apps
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Why develop an app?• Attract new customers
• To better engage with existing customers
• Improve your brand image
• Customer ‘pull’ not ‘push’
• New revenue stream
• To maximise information sources
• Add to your suite of service offerings
• To make use of the unique possibilities on mobile
• Just for fun (Barclaycard waterslide / Ulster Bank Rugby Game)
• Good PR
Remember however its crucial to build an app that actually does something: Content is king!
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Internal Research Crucial – Android/Blackberry/Iphone?
• Increasing visits to Propertynews from mobile devices
• First launched mobile site in 2007
• Enhanced mobile website launched Jan 10 to provide comparable user experience
• iPhone app launched Jan 10
• Plans in place to develop Android app in 2011 based on growth of this OS
iPhone Symbian Other Android Blackberry
iPhone iPad Android Symbian Other Blackberry
2009 Mobile Access by Operating System
2010 Mobile Access by Operating System
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NI Businesses using Apps
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Northern Ireland Apps
Media/News:• U.TV & U105• Cool FM• Downtown Radio• Citybeat• Belfast Telegraph• Irish News
Entertainment:• Belfast Music• Grand Opera House• The Ulster Orchestra• Culture Northern Ireland
Finance:• Northern Bank• Ulster Bank• Bank of Ireland ATM finder
Jobs/Cars:• Ni Jobfinder• Ni Carfinder• Used Cars NI• Autotrader
Property• Propertynews• TR Property• BTW Cairns• Ulster Property Sales• McGranaghan• JM Property
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Northern Ireland Apps
Just for fun:• Rory’s story cubes• Rock Out• Skunk• EyeSpyFX
Tourism:• Go Explore NI• Down Royal Racecourse• Derry/Londonderry What's on
Guide• Northern Ireland Travel Guide• Belfast City Airport• GoTo Belfast
Sport:
• Irish FA• Ulster Bank Rugby Game• Down Royal Racecourse• Football fans – Derry City
Other:• MadForAds• Pocket Universe• Media Lightbox • TaxiZapp• Shhmooze• Lookaly
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Mobile Advertising
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Stand Out from the Crowd
• With advertising budgets squeezed it is increasingly important that marketing campaigns deliver measurable, engaging and effective results across all media
• With mobile advertising you can engage with your customers and ensure that your message reaches them in the most effective and personal way
• In 2009, the IAB and PwC’s mobile adspend study found that the market is worth £37.6 million. An annual growth of 32%
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Mobile Advertising Formats
• Banner / Expandable Banner – most popular format
• Icon - Icon or embedded brand within app
• Text - Clickable text link
• Overlays - Translucent popup that supports image, text, video, full button, or combination
• Introductory Splash Screen Placement - Full screen ad shown before app home screen
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Standard Banner
Call to action – click to download an app
DIRECT RESPONSE
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Expandable Banner
Click to expand, data capture and competition
DIRECT RESPONSE
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Click to Call or to Request Call Back
DIRECT RESPONSE
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Watch a Video
DIRECT RESPONSE
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Awareness – click to splash page or website
DIRECT RESPONSE
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DIRECT RESPONSE
Click to open a website within the app
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Mobile Targeting
• Country / IP address
• Operator – O2/Vodafone/Orange
• Device
• GPS Location
• Day of Week
• Time of Day (hourly)
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To Conclude
• The growth of mobile, in particular smartphones has brought new marketing opportunities
• All businesses must develop a mobile strategy
• Connect with key market through mobile publishing, media and apps
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Thank you
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