Mobilize
Time to Mobilize
April 30, 2010
#Mobilize
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Today’s Speakers
Larry WeberChairman
Digital Influence Group andRacepoint Group
@thelarryweber
Moderator
Bob WalczakCEO
Ringleader Digital
@RLDCEO
Emily GreenCEO
Yankee Group
@emilynaglegreen
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About Us
Full service digital agency that is social media at its core
A global public relations agency that helps clients harness the power of both traditional and social media to build and protect reputation and drive business
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Introducing Larry Weber
Chairman
@thelarryweber
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Mobile = Web Anywhere, Anytime
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100 million iPhone Apps
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Mobile Social Networking
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Location-Based Services
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Mobile Couponing
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Mobile Banking and Trading
Bank of America E*TRADE
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Introducing Emily Green
Emily GreenCEO
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Revenue from mobile app downloads will pass $11B in 2014
Apple owners & AT&T subs download the most apps
Games, search, and social apps the most popular
Banking, shopping, and location-based apps make a strong showing
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Meanwhile, mobile websites underperform their potential
• Besides mobile apps, mobile sites hold great promise for serving consumers
• Yankee Group’s scoring methodology finds Google and MLB at top of the table… while mobile carriers are among the weakest
• Best sites follow these precepts:• Detect device types• Fold in mobile user context• Prioritize mobile info• Follow mobile standards• Were done by mobile designers
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Nike et. al.: So-called apps with fleeting value
Many of today’s branded apps hearken back to 1996 and www.ragu.com
To maintain mindshare, novelty factor must be replaced by thoughtful lasting value
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Anywhere Consumers require Anywhere thinking by brands
How is your brand already embedded in buyers’ lives?
Mobile platform is not just a screen & keys
It’s a way to embody that integration GPS accelerometer camera voice
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Introducing Bob Walczak
Bob WalczakCEO
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Current mobile advertising market challenges
• Less than 60% of devices support third-party cookies
• Fragmented market standards make it very hard to buy, track, target mobile advertising effectively and efficiently.
• Fragmented device capabilities and standards (older versions of phones do not support the same functionality)
• Buy side creative optimization, targeting and tracking is limited
• No campaign frequency control…i.e. Ad Networks rep the same inventory leading to ad fatigue on uniques
• Non-standardized rich media delivery
• Java enabled devices vs. non-enabled
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Major digital market verticals – how does mobile fit in?
Ad NetworksPublisher Buy Side Analytics
Rich Media ExchangeDSP
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Measurement, Targeting, Data Enrichment… Enablement
Reach #Unique views / campaign
Frequency #Ad exposures to a unique viewer
ROI Return on investment on ad spend
Rich Media Rich advertising experience
Exchange Marketplace bringing advertisers & publishers together via real-time bidding
Behavioral Psychographic & demographic user profile for enhanced targeting
Audience Interest-based groups defined by behavioral, contextual and demographic data
Personalization Semantic web 3.0 pull based advertising defined by intelligent agents
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Questions from the Audience
Feel free to type in your questions for Larry, Emily and Bob
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Additional Resources
1. To share the recording of this webinar
www.racepointgroup.com/digital/resources.cfmwww.digitalinfluencegroup.com
2. Other questions, contact:Jackie Lustig at [email protected]
