mobile advertising myth busting
Post on 05-Dec-2014
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Myth #1:
Mobile Advertising is a big
promise…but it still doesn’t
happen much at the moment
The smartphone becomes a
prefferred channel to enter the web
The users are there: mobile web browsing
and app usage is soaring
The SamrtPhone boom is the major catalyst
For mobile media budgets to grow
And the advertising &
media market acts
accordingly…
Mobile ad requests are already large scale
Many predictions of market sizeIt’s the trend that matters
The fastest growing digital media channel
"Mobile advertising obviously has a lot of potential and power. There's a lot of debate about whether it will take off – we think it will, driven by iPhone and Android development.,"
Sir Martin Sorrell WPP chairmanDECEMBER 09
Mobile media becomes an integral part of the media mix
say
Mark Read, chief executive of WPP Digital. "The absolute revenues now are tiny, but you can see how these things are starting to fit together.''
Myth vs. Reality #1
Myth #2:
A small screen=limited UX= limited advertising experience
A new era of advertising
The closest to consumer form
Of advertising ever
TOUCH
GPS - LBS
VIDEO
ACCELOMETER – Motion Detection
REAL TIME
New capabilities of this media platform triggers a whole new set of advertising capabilities
VW CC 2010 iPhone campaignCLASSIC touchVERTISING
DOCKER’S first shakable ad campaignACCELOMETER
http://www.youtube.com/watch?v=NwnuwGhcpRU&feature
iAD Nissan Leaf campaign“Meet the Future”
MXU7_xa_m-http://www.youtube.com/watch?v=a
McDonald’s location based campaignOVI MAPS
The landing page supplied driving and walking directions
Results:
• 7% CTR•39% of the users who clicked through to the landing page, clicked on the button for
directions to the nearest store
•Enable brands to meet specific needs related to time and space
•A great opportunity for the retail sector
Devices with integral GPS
Mobile Video touchVERTISING - UbiSoft
• Interactive video pre roll
• 3 sorts of call to action:
1. Mobile web page
2. App download page in the apple app store
3. Amazon Mobile > Direct Purchase
• 5.4% CTR .
ShupherSal video campaign
Mobile Real time touchVERTISING - VOLVO
• This campaign incorporates twitter updates in real time on the display banner
Myth vs. Reality #2
Mobile: an upgraded adv.
Experience when done right
The challenge is educating the
creative teams to understand and
utilize the smart phone capabilities
Myth #3:
mobile advertising fits only
teens and young adults
Smart Phone Demographics
ADMOB January 2010
Mobile advertising, specifically
in Smart phones, fits a wide target
audience
Myth vs. Reality #3
Myth #4:
mobile advertising is kicking WW,
but not yet in Israel
POSITIVE מפרסמים לדוגמא ב MOBILEחודשים אחרונים 4
A sample of advertisers in PositiveMobile network
POSITIVE מפרסמים לדוגמא ב MOBILEחודשים אחרונים 4
A sample of advertisers in PositiveMobile network
Positive Mobile shows positive
inventory growth
Israel is a bit behind US and European markets, but a
substantial market is already evolving
Myth vs. Reality #4
Myth#5:
mobile advertising is
In mobile phones
The share of of ad requests from mobile
devices which are not phones is on the rise
iPod Touch ,Sony PSP ,blue graph:
Nintendo Dsi
17%
Like these iPad campaigns…
Advertising in Mobile/portable devices
Myth vs. Reality #5
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