mobile marketing in the mix

“Mobile advertising has beenover-hyped in the short-term but

under-hyped in the mediumto long term”

Sir Martin SorrellCEO WPP Group

“The next big wave in advertisingis the mobile internet”

Eric SchmidtCEO Google

The Importance of Being Mobile

Source: Nokia Research Center

People Lust Love Their Mobiles

2x as many people would keep their mobile over their TV

78% of people have their mobiles on at all times

63% would refuse to lend their phone to a friend for the day

26 hours - average time to report a lost wallet

68 minutes - average time to report a lost mobile

Source: BBDO, Wireless Works: Exploring New Brand Connections, 2008

One Screen to Rule Them All

Mobilesubscribers

3.3B

Personalcomputers

900M

Source: International Telecommunication Union, 2008

Internetusers1.3B

TVhouseholds

1.5B

Perfectly Practical ProtocolsFor Portable Promotions

Permission

Privacy

Preference

What Is This Mobile Strategyof Which You Speak?

Deliver brand engagements

Build customer acquisition

Drive user activation

Case Study: Walkers Crisps

Ireland Mobile Penetration

Source: The Commission for Communications Regulations, Quarterly Key Data Report, September 2008

Ireland Mobile Usage

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

MM

S Volum

es (00

0s)

Source: The Commission for Communications Regulations, Quarterly Key Data Report, September 2008

Ireland Mobile Internet

Source: The Commission for Communications Regulations, Quarterly Key Data Report, September 2008

Western Europe Mobile Content

Source: Online Publishers Association, Going Mobile: An International Study of Content Use and Advertising on the Mobile Web, March 2007

“You have no way to interruptbecause they can choose

what they can do”

Andrew RobertsonCEO BBDO

Media Fracture

Images: http://flickr.com/photos/trekkyandy/178492203/, http://flickr.com/photos/sigalakos/2869118255/

1965

You could reach 80% of the population

with 3 :60 second spots on TV

2008

You would need 120 prime time

commercials to reach that many people

Source: BBDO, Wireless Works: Exploring New Brand Connections, 2008

Case Study: Barack Obama

Media, What’s It Good For?

STATIC

INTERACTIVE

TVANONYMOUS PERSONAL

Radio

PC Mobile

Print

Outdoor

DM

The 7th Wave of Mass Media

Print

Recordings

Cinema

Radio

TV

Internet

Mobile

{

Mobile Convergence

Case Study: Nike

What’s the Deal With This WholeMobile Thing Anyway?

Mobile Pros

Personal

Always there

Always on

Built in payment mechanism

“Prosumption”

Personalized

Social/Contagious

Mobile Cons

User experience

Intrusive

Platform diversity

Network costs

Measurability shortcomings

Want Some Ads With That Mobile?

Highly interested

Moderately interested

Source: Mobile Marketing Association, Mobile Marketing Attitude and Usage Study, 2008

Case Study: Blyk

The Mobile Platform Ecosystem

The Mobile Metrics Ecosystem

Measure Once,Cut a Whole Bunch of Times

Measurability Issues

Client-side scripting

Cookies

HTTP referral data

Caching issues

Access point clarity

Measurability Solutions

Network cooperation

Link redirection

HTTP header analysis

Unique image beacons

Hand raising

“I know that half of myadvertising dollars are wasted…

I just don’t know which half”

John WanamakerThe father of modern advertising

Thanks!

Mark CongiustaHead of Interactive

Irish International BBDO/Proximity

mark.co@iibbdo.com

Twitter/Skype: interactivemark