an insight into mobile advertising by asif ali cto of mobile worx cto of mobileworx presented at...
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![Page 1: An Insight Into Mobile Advertising By Asif Ali Cto Of Mobile Worx Cto Of Mobileworx Presented At Momo3 New Delhi 26099](https://reader036.vdocuments.us/reader036/viewer/2022062513/554d252ab4c905ca208b4e69/html5/thumbnails/1.jpg)
All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
AN INSIGHT INTO MOBILE ADVERTISING
Presented at
Asif AliChief Technology Officer
Mobile-worx Inc.,
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Introduction
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
WHO ARE WE?• About mobile-worx
• A leading mobility solutions firm. Headquartered in LA. Dev. Centre in Chennai
• mobile-worx is a leader in delivering innovative mobile products and services to the marketplace.
• Pioneer in mobile advertising in India
• ZestADZ
• India’s first complete, permission based mobile advertising platform / market place
• Delivers mobile ads to various channels including SMS, WAP and J2ME applications.
• Patent pending technology
• Compelling “win-win” revenue model for everyone within the ecosystem
• Signed up first advertiser recently
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
MOBILE ADVERTISING: WHAT PEOPLE ARE SAYING
Mobile Advertising Worth $10 Billion By 2010.
About 50% of respondents in the US and UK and 39% in Italy would be interested in getting free content in return for being sent relevant advertisingVerizon Wireless Chief Marketing “..mobile advertising will eventually grab as much as 30% of the approximately $100 billion US Ad spend”
The future of advertising, is in cell phones and handheld devices.
Global Ad Agency Giant
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
MYTHS ABOUT MOBILE ADVERTISING• Myth The mobile advertising market exists as unsolicited
messages and calls.
• Reality: SMS / WAP / CALLS SPAM is not considered as mobile marketing.
• Any SPAM is generally ineffective; This problem is an opportunity in itself
• Myth: Marketers haven’t heard much of mobile advertising. Awareness is low
• Reality: Leading Indian and International brands use SMS SPAM and other forms of mobile advertising.
• Leading Indian carriers are already implementing mobile marketing solutions for their customer base.
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
MARKET MATURITY
• Though mobile advertising is a nascent market, at least half a billion mobile ad impressions are getting delivered world wide, every month !
• The scenario in India: mobile advertising is on the top of the minds of every carrier. Is just getting started to move beyond SMS campaigns
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
THE FUTURE OF MOBILE MARKETING• The future of mobile marketing is permission permission
marketingmarketing a concept pioneered by Seth Godin.
• Permission mobile marketing will work; but users won’t just take ads. Users are wary of mobile marketing - IAMAI
• The content & services ecosystem will need to evolve on an ad supported model: Think google ad sense
• The average subscribers should get premium services and content for free (remember hotmail?)
• Current mobile content revenues are under intense pressure. Real value vs. perceived value mismatch is an opportunity for mobile advertising
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
THE MOBILE ADVERTISING ECOSYSTEM
$$$$
$
$$$
Advertiser
Publisher/ Mobile
developersCarriers Subscribers
BRAND OWNERS/ ADVERTISERS
PLATFORM PROVIIDERS
AGGREGATORS
WIRELESS OPERATORS
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Mobile advertising Advertiser perspective
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
TraditionalAdvertising
On-lineAdvertising
WirelessAdvertising
One-to-one advertising
Different design to different audiences
Interactive advertising
Location based, highly targeted
Highly Interactive, viral , very
personal & ubiquitous
Mass advertising, large reach
Limited customisation
No interactivity
CAPABILITIES PERSONALISATION
-
+
Highly targeted, Highly relevant, Permission based and ubiquitous=
Value for all stakeholders – Customers, Carriers, Publishers, Advertisers
WHY IS MOBILE ADVERTISING COMPELLING?
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
WHY IS MOBILE ADVERTISING COMPELLING 2?• LARGEST REACH: 2bn users world wide; 160mn in
India
• Location sensitive. Ads can be targeted down to city / locality level using location technologies
• Premium mobile services based on an AD supported model will benefit the users; drive adoption of mobile advertising; help increase ARPUs for operators and help publishers to monetize their services better with more profits
• Campaigns can be launched based on keywords, user profile data with the best targeting possible e.g.: Deliver this Pantaloons AD to all “high end” phones to Hutch users in Chennai, who are talking about “clothes”
• Campaigns can be contextually sensitive, viral and interactive !
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Mobile AdvertisingPublisher / Mobile developer
Perspective
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
OPPORTUNITIES FOR MOBILE CONTENT DEVELOPERS• Mobile content revenues are
more than web content revenues
$25bn from web content$31bn from mobile content !
• India a $1bn+ content market (07 est.). AD market is nascent but growing
• Mobile advertising is the best way to monetize mobile content due to skewed revenue sharing ratio in Asia !
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
APPLICATION TECHNOLOGIES THAT CAN EMBED ADS• SMS• WAP• Rich client
technologies (BREW, Java and Flash Lite)
• ZestADZ supports delivery of ADS over SMS,
• WAP and J2ME
• Flash and BREW to be supported soon
• Automated tools to embed advertisements into your binaries (coming for J2ME soon)
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
ADVERTISING MEDIA ON MOBILE
Original Game
Inserted Banner Ad
Can contain audio, video, banners or
textAudio AD will
preview
Mobile advertisements can be
•Text
•Flash movies
•Banners
•Audio
•Video
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
STRATEGY FOR MOBILE DEVELOPERS
• Sign up with an mobile AD partner
• Most basic mobile content or apps have a 6 months max shelf life. Do think of publishing these apps or content for FREE, with the support of an mobile AD partner
• Do try at least one very successful mobile app, a try. Launch it off deck, for no charge with ADS embedded within it
• Publish them on your own, external (off deck) and Carrier Channels
• Publicize your content; SEO also helps
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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
SUMMARY Carriers - better revenues, increased data traffic
Mobile developers – better revenues with a higher revenue share than in the traditional model
Advertisers – a more powerful, highly targeted, personal medium to sell their products and services.
Mobile advertising may benefit the subscribers the most as they will get AD-supported, free or low cost premium mobile services and content