art and science of mobile advertising i media summit
DESCRIPTION
This presentation was given at the iMedia brand summit in September 2009. For the full effect please download as there are a number of animated builds within the PowerPoint.TRANSCRIPT
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The Art + Scienceof Mobile Advertising
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Why Mobile
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Mobile is a mass medium today
TV audience, American Idol Results 27.5 MM
Mobile Web Audience
63 MM
Online Audience185 MM
Daily Mobile Internet Audience22MM
is 1/3 of Online today and growing fast – almost 200% growth since January 2008
= 80% of one of 2009’s top rated shows, American Idol Results
Daily mobile internet audienceMobile web audience
Source: comScore
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4Source: Universal McCann/AOL July 2009
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
To fill downtime While at work While shopping While at home While commutingto work
Your audience is always on the mobile web!
Source: Universal McCann/AOL July 2009
ONE IN EVERY SEVEN MINUTES OF MEDIA CONSUMPTION IS ON MOBILE
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Many opportunities to reach and engage
4 Billion global ad requests each month
30 Million consumers
Almost 10x online advertising click rates
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Mobile is more than ‘phone’
More than 11% of Quattro’s ad requests in Q2 2009 were from non-phone entertainment devices with Wi Fi capability
These devices generated over a billion global ad requests in the Quattro Wireless Network
Click rates are 24% higher than those on non-smart phones and for some devices, can range to 135% higher
Compared to web media, click rates are 5 times recently cited statistics for online display
More than 11%
over a billion
24% higher
5 times
135% higher
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Source: Insight Express, July 2009 Mobile Phone Users
Significant behavior change in desirable demos: youth, moms
0%
5%
10%
15%
20%
25%
30%
35%55-64 yrs old
45-54 yrs old
25-44 yrs old
18-24 yrs old
I get more of my news from my mobile phone now than any other source
I use my mobile phone more than I use a computer to browse the Internet
The mobile Internet is my preferred way to receive information
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Mobile drives more purchase intent than online
Source: Insight ExpressNote: Delta calculations based on overall exposed percentages (minus control)
Respondents: Mobile N = 47,658, Online N = 513,973
10.7
9.1
16.5
8.6
10.5
2.02.7
4.9
2.22.7
UnaidedAwareness
AidedAwareness
Ad Awareness BrandFavorability
PurchaseIntent
Mobile Norms
Online Norms
BRAND METRICSMobile versus Online
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9Source: Universal McCann/AOL July 2009
Mobile advertising drives action: 1/3 influence others
0%
5%
10%
15%
20%
25%
30%
35%
40%
Taken Action Led them toshare information
Influenced apurchase decision
ACTIONS TAKEN UPON SEEING MOBILE ADVERTISEMENTS
Source: Universal McCann/AOL July 2009
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Everyone is downloading apps
10 Source: Nielsen Apple iPhone: An Executive Overview
18%
34%
48%
17%
21%
62%
14%
49%
37%
20%
31%
49%
22%
31%
47%
16%
39%
45%
No Downloads DL Paid Apps DL Free Apps
Total
13-17
18-24*
25-34
35-54
55+
App Store Downloading Behavior – Free vs. Paid Downloads Q1 2009
* Denotes sample size <20
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Consumer Profile: Weekly Mobile App Users
Advertising keeps me up-to-date
on products I would like
to have
53% agree
I frequently will search for more
information about a product with my
mobile
49% have requested more
information about a product with
their mobile
If I could make a purchase with a single click on my mobile, I would use it in the store and at home
63% agree
Source: Insight Express, Digital Consumer Portrait, 2009
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Your message will get more attention
1 banner ad getting 100% attention6 competing banner ads getting 16% of attention each (maybe…)
Typical web page: Typical mobile page:
1
2
3
4
5
6
1
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What can I do
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What is mobile advertising?
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Sight, sound, motion and action anywhere, anytime
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InterstitialsExpandablesiPhone expandable with in-ad map
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Got an app? Get ranked!
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Integrate your brand for 100% SOV and impact
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AppsMobile Web
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Create a destination optimized for mobile
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… and yes B2B and C-suite as well
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What results will I see
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Response rates driven by targeting, goals
Quattro Wireless Q2 internal data, US
cpg
auto
s
finance
ente
rtai
nmen
t
com
munit
ies
elec
tron
ics
tele
com
other
ind.
gamin
g
news
mob
ile
trav
el
sear
chfo
od
shop
ping
wom
en
datin
g
educa
tion
0
50
100
150
200
250214
189170 164 157 155
126 124114 107
98 97 9579 72
61 5644
Index of CTR by Advertiser Category (US)
Quattro Wireless Internal Data Q2 09, US
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Using mobile to launch a targeted product
OBJECTIVESDrive awareness for new Concha Y Toro line of red wines from Chile, Xplorador
Position brand as fresh, stylish choice
Educate consumers about the wines and demystify the wine/food connection
Drive to retail and restaurantBe cost-effective!
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Target audience
THE MULTIPLIERSAdults 21+Enjoy sharing a glass of wine with
friends, eating outStyle leadersPredisposed to share their ‘finds’
with others
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The mobile buy
Quattro Network23 targeted sites and apps and Run of Network
HispanicSocial networks (21+ targeted
based on registration)EntertainmentApplications
•All platforms
•Custom microsite
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The consumer experience
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The consumer experience
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Success one month in…
RESULTSClick throughs as high as 6+%.
Average across campaign 2%.More than 40,000 visitors to the
mobile site29% of age-verified consumers
used retail locator – most popular section of the site
TAKEAWAYSMobile network enables broad and
targeted reachCreating a mobile-specific
experience key to successYou can use mobile for ‘niche’
products
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How do I get started
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The three-step success plan
1 Define your mobile objectives
2 Create your media plan
3 Measure and optimize
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1. Define Objectives
Integrate mobile into your plan
Leverage mobile-specific behavior and device capabilities
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2. Create your media plan
1. The Right Sites and Apps: based on insights about your audience and clearly defined mobile objectives
2. The Right Opportunities: create custom programs and integrations to effectively impact consumers
3. The Right Creative: from banners to full screen experiences and dynamic creative to ensure deeper engagement
4. The Right Destination: be sure to include a mobile optimized landing page to create a seamless consumer experience
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3. Measure and OptimizeContinually optimize to increase campaign impact
Track installs, upgrades and form fills
View real-time key performance metrics
Use your wrap-up report (with site-by-site data) to increase performance across channels
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NEWS & INFO WOMEN / MEN APPLICATIONS
TEEN
JUST A SAMPLING OF OUR CHANNELS AND NETWORK PARTNERS
HISPANIC
Quattro offers thousands of sites and applications
COMMUNITY & GAMESSPORTS
ENTERTAINMENT
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Profile of Quattro Wireless, your world-class network partner
MAKES MOBILE EASY!
1
2
34
5 2
Has the ability to laser-target the audience most likely to respond to and share my messages
3 Provides access to the sites and applications that are best for my ads, without me having to buy from each site individually
4Provides me with full transparency on where I am buying and how each placement did, so I can learn and optimize
5
Offers consultative services so that I can make the biggest impact with my campaign while getting the best return
1
Offers critical mass in the right environment to reach my target
audience on the mobile web and in application
MAKES MOBILE EASY!
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RETAIL
Join our roster of successful clients
OTHER
CONSUMERPRODUCTS
TRAVEL
TECHNOLOGYAUTOSENTERTAINMENT
FORTUNE 500s
B2B
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In conclusion….
Mobile is a key ingredient in a successful marketing program1
Quattro Wireless will create maximum impact and superior results for you2