digital advertising - capturing new revenues with oracle ...opnpublic/... · digital advertising -...
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Digital Advertising - Capturing new revenues withOracle Communications Marketing and Advertising January 2010
Oracle Confidential Page 2
Discussion TopicsMarketing and Advertising
• Market Today
• Scenarios to Capture Opportunity
• Solution Approach
Oracle Confidential Page 4
Internet Giants are Acquiring
“Apple's quiet purchase of Quattro Wireless for a reported $275 million is more than another shot across Google's bow, it's a sign of an industry hungry to create new revenue streams.” -eWeek
Oracle Confidential Page 5
Mobile Advertising Growth by RegionThe Quiet Storm Being Heard
Source: Gartner August 2009
Oracle Confidential Page 6
Creating New Revenue StreamsShow Me the Money
Stores: Breakeven Ad Networks: Incremental Revenue
Brands: Mobile Spend Demand
Developers: Show Me the Money
Oracle Confidential Page 7
Reve
nues
Time
Voice
Decline of Voice
Content
Growth of Data
AdvertisingMarketing
Ad-funded Revenue
Evolution of Telecom RevenueAdvertising as New Revenue Stream
Oracle Confidential Page 8
Wireless Value Added ServicesLaunched or Being Evaluated
Source: Yankee Group 2008
Oracle Confidential Page 9
Global Market PotentialSMS and MMS Most Effective
Source: Nielsen, April 2009 Source: eMarketer 2008
Oracle Confidential Page 10
Perceptions of Mobile AdvertisingAcceptance Grows in Youth Groups
Source: Nielsen, April 2009; US Q2 2009
Age Groups
Oracle Confidential Page 12
Plans To Boost Advertising Revenue
"Applications are going to play a role (in advertising). The creativity of the applications developers will determine the success.“
Vittorio ColaoVodafone CEO, June 2009
Oracle Confidential Page 13
Capitalizing on Stakeholder DriversTwo-Sided Business Model
Content Providers
Third Party Developers
Banks and Retailers
Advertisers
Upstream
Consumers
Downstream
Enterprises
Network Operator
Serv
ice
Expo
sure
Pla
tform
(Paa
S, N
aaS)
ApplicationStore
“Cloud”
Services
Revenue: Subscription + Download+ Service + Advertising
Oracle Confidential Page 14
Mobile Advertising Ecosystem TodayIllustrative Companies
BrandMedia &
Advertising Agency
Ad Networks
Mobile Advertising Platform
Publishers &
Developers
MobileUser
Messaging Aggregator
Hosted Platforms
Operator Platforms
Browser and WAP Bypass
Simple Mobile Phone
Smart Phone
Aggregator Reach
Oracle Confidential Page 15
Main Customer ChallengesCreating Marketing and Advertising Revenue
Unable to create mobile marketing and advertising revenue streams within existing infrastructure
Incomplete targeting data and campaign
execution capabilities
Unattractive partner to
advertisersNo advertising
ecosystem
Oracle Confidential Page 17
Terminology
Marketing
Campaigns
Advertising
Campaigns
• Pull Advertising*
• Response to initial action from a subscriber
• Examples – Subscribed Content ads..
• Push Messaging*
• Initiated by 3rd party marketer or advertiser
• Examples – Coupons, surveys…
* Mobile Marketing Association Definition
Oracle Confidential Page 18
Network Operator ScenarioUse Case #1: Internal Marketing and Advertising
In-HouseCampaigns
Mobile Advertising Platform
MobileUser
Simple Mobile Phone
Smart Phone
Marketing & Advertising
Network Operator
Messages and Promotions
Enable multi-channel reach for campaigns
Oracle Confidential Page 19
Network Operator ScenarioUse Case #2: Simple Direct with Brand
Brand Mobile Advertising Platform
MobileUser
Simple Mobile Phone
Smart Phone
Marketing & Advertising
Leverage existing and build new Enterprise relationships to create mobile marketing and advertising revenue
Oracle Confidential Page 20
Network Operator ScenarioUse Case #3: Agency Relationship
BrandMedia &
Advertising Agency
Mobile Advertising Platform
MobileUser
Simple Mobile Phone
Smart Phone
Marketing & Advertising
Build Agency relationships to create and grow mobile marketing and advertising revenue
Oracle Confidential Page 21
Network Operator ScenarioUse Case #4: Brand to Third Party
Brand Mobile Advertising Platform
Publishers &
Developers
MobileUser
Simple Mobile Phone
Smart Phone
Marketing & Advertising
Connect Brand Advertisers to both Operator Internal and Third Party Publisher and Developer Inventory
Oracle Confidential Page 22
Network Operator ScenarioUse Case #5: Agency to Third Party
BrandMedia &
Advertising Agency
Mobile Advertising Platform
Publishers &
Developers
MobileUser
Simple Mobile Phone
Smart Phone
Marketing & Advertising
Connect Agencies to both Operator Internal and Third Party Publisher and Developer Inventory
Oracle Confidential Page 23
Putting Network Operator in ControlUse Case Summaries
Use Case #1: Internal Marketing and Advertising
Use Case #2:Simple Direct with
Brand
Use Case #3:Agency Relationship
Use Case #4:Brand
to Third Party
Use Case #5: Agencyto Third Party
Oracle Confidential Page 25
Oracle Communications
Marketing and Advertising
Integrated Campaign Application
Enables Marketing and Advertising
Leverages Operator Assets
Leverages Subscriber Profile
Create New Revenue Streams
Oracle CommunicationsMarketing and Advertising (OCMA)
Oracle Confidential Page 26
Provide Campaign Management Capabilities that leverage
Subscriber Data
•Leverage network resources to run campaigns•Share the subscriber data with advertisers to refine targeting
and increase addressability
Approach to Addressing Customer Challenge
Campaign Management
Campaign Scheduler
Heuristic Engine
Multi-Channel Delivery
Bulk Messaging
SMS, MMS, WAP Push
Traffic Interceptors
SMS, MMS
Subscriber Profile Integration
Subscriber Targeting
Demographics, Lists, Personalization
BAM Integration
Real-Time monitoring
Oracle Confidential Page 27
Provide automated tools and flexible pricing structures.Become an attractive partner to advertisers
Approach to Addressing Customer Challenge
Self Service Portals
Pre-Built Dashboards
Statistics and Reporting tools
KPI
Historic Statistics
Time Based Statistics
Billing Integration
Revenue and Settlement
Flexible Pricing Models
Auction
Fixed Price
Oracle Confidential Page 28
Build advertising ecosystemAutomate business processes to build association between advertiser, third party applications and delivery channels to advertisers
Approach to Addressing Customer Challenge
Marketplace
Ad Spaces
Auction
Partner On-boarding
User Interfaces
Web Services
Inventory Management
Integrated approval workflows
Notifications
Role Management
Oracle Confidential Page 29
Build advertising ecosystemAutomate business processes to build association between advertiser, third party applications and delivery channels to advertisers
Provide automated tools and flexible pricing structures.Become an attractive partner to advertisers
Provide Campaign Execution Capabilities that leverage
Subscriber Data
•Leverage network resources to run campaigns•Share the subscriber data with advertisers to refine
targeting and increase addressability
OCMA Achieves Key Customer Goals
Oracle Confidential Page 30
For More Information
search.oracle.com
ororacle.com
Oracle Communications Marketing and Advertising