display advertising and the power of mobile · display advertising and the power of mobile engage...
TRANSCRIPT
THE UK’S LEADINGMOBILE ADVERTISING AGENCYMOBILE ADVERTISING AGENCY
Display advertising and the power of mobile
ENGAGE FOR MOBILE November 2007
Mark SladeMark Slade Managing Director
Name: Mark Slade Date: 29.11.07
AGENDAAGENDA
Introduction to 4th Screen Advertising
Understanding the audience will unlock the potential
What makes display on mobile different
ABOUT USABOUT US
Mobile advertising sales agency
Sell mobile advertising on behalf of mobile publishers and operators
In-house mobile banner ad-serving technology
In-house creative and production team - Experts in mobile advertisingand interactivity
Specialise in campaign optimisation
4th SCREEN ADVERTISING OFFERS AN END TO END SERVICES FOR BRANDS AND PUBLISHERS USING MOBILE ADVERTISING
Exclusively Non Exclusively
lO2 UK Flirtomatic
Tesco Mobile ReporoTesco Mobile Reporo
Liverpool FCMinistry of
SoundSound
ITV Mobile itsmy.com
Partymob Goal.com
Chelsea FC Peperonity
Liverpool FC Twilight WAPLiverpool FC Twilight WAP
MOBILE DISPLAY ADVERTISING BACKROUNDBACKROUND
THE AUDIENCE AND FORMATS
12 MILLION 12 MILLION PEOPLE ACCESS MOBILE INTERNET PORTALS IN THE UK
Sources: Forrester Research, April 2006.
CONTENTTHEY CONSUME DIFFERENT CONTENT ? K800 User Behavior in O2 active
Games
17%
Train Times
Msg & Chat
11%
Music
4%
Info/Travel
4%
5%
Films
5%
News
What's New
8%
News
5%
Downloads
Sport
26%
Downloads
15%
26%
TIMES AT DIFFERENT TIMES
Reach Vs Response rates
EARLY ADOPTER EARLY ADOPTER AUDIENCE
Mobile Internet…
All UK All UsersAll UK All Users
Male 48% 54%Age 16-34 30% 55%ABC1 50% 46%ABC1 50% 46%
Full-time employed 41% 57%Upper income level 33% 40%Have children 34% 48%Have broadband access 43% 45%
Buy online regularly 47% 55%Bank online regularly 30% 38%
Sources: Forrester Research, January 2006.
FORMAT WHICH FORMAT WORKS BEST?
1. Display Advertising 2. Sponsorship/Ad Funded 3. Searchp y g
Display Advertising
Ads inserted into live streams targeted to the customer
Ad funded
Content is sponsored by a brand ‐ for the consumer at a reduced cost or free.
Keyword Search
Found by users to be a useful tool for
navigation.
Display (banners), Content funded by advertising, Sponsored searchDisplay (banners), Content funded by advertising, Sponsored search
WHAT MAKES MOBILE POWERFULWHAT MAKES MOBILE POWERFUL
S PREACHES WHAT THE INDUSTRY PREACHES
• MASSIVE click through’s• Brand Awareness • Delivers Sales• Easy to set up and
manage • Accountable• Personal
POWERFULWHAT MAKES MOBILE POWERFUL
FOCUS ON WHAT IS UNIQUE!
POWERFULWHAT MAKES MOBILE POWERFUL
Support TV & other media
Behavioral & Demographic
Targeting
Handset targeting
other media
LOCATION
Click to Call
Reach Commuters &
consumerClick to Call consumer socializing Contract or
Top up customer targeting
REACH CUSTOMERS AT HOME, AT WORK ON THE GO – THE KEY DIFFERENTIATION FOR MOBILE ADVERTISING
targeting
KEY DIFFERENTIATION FOR MOBILE ADVERTISING
HANDSET TARGETINGHANDSET TARGETINGNOKIA MUSIC STORE
CLICK TO CALLCLICK TO CALLLOCATION TARGETING
COMMUTER TARGETING COMMUTER TARGETING AWARENESS
SAMPLING SAMPLING NIVEA (BEHAVIOURAL TARGETING)
SUPPORT TVSUPPORT TV& SPONSORSHIP
PUB CULTURE!PUB CULTURE!LOCATION, AWARENESS & ENGAGEMENT
• Creativity is key
• Content is king
• Viral - endorsement
E t• Engagement
LOCATION LOCATIONLOCATION, LOCATION,LOCATION
• Reach consumers in defined locations
• Mobile Coupon’s and Retail offers pthe greatest opportunity (FMCG’s)
• When will it be ready!
ANALYSISCAMPAIGN ANALYSIS AND
OPTIMISATION
Standard Optimisation f f• Time of day, day of week
• Content category • Creative execution
VsAdvanced Optimisation • Which operator or site yields the best response ?
– Significant variation among operators • Which handset type delivers the best audience ?
– Blackberry or N95• Where are your customers located ?
SUMMARYSUMMARY
• Making mobile display advertising powerful ;
– Compelling creative idea that is relevant to the audience and the channel
– Leverage the unique targeting characteristics
– Needs to be taken seriously as a media and advertising channel and planned effectively
BETTER!IT’S ONLY GOING TO GET BETTER!
THANK YOUTHANK YOU
ANY QUESTIONS?Mark Slade, MD4th SCREEN ADVERTISING
WWW.4th-screen.com