internship research project mobile advertising forms
DESCRIPTION
Presentation about the connection between marketing goals and different forms of mobile advertising.TRANSCRIPT
MobileAdver,singforDummies
differentformsofmobileadver,singalongthesalesfunnel
InternshipResearchProjectPeterEvers
ResearchOverview
• Linkmarke,nggoalstoformsofmobileadver,sing
• AIDAmodel
• 50casesanalyzed• 26variables• 1300entries
25
10
5
4
2 2
1 1 11 1
Cases:Countries
US
UK
Turkey
Spain
China
SouthAfrica
France
Portugal
India
UAE
Europe
18
12
6
6
32
1 11
Cases:Markets
Automo,ve
Food
Telecom
Radio&TV
Body&Beauty
Sports
Travel
Insurance
Technology
10
14
26
Cases:UseofMobileinternet
Onportal
Offportal
Nouseofmobileinternet
28
23
5
26
AIDA:Marke6ngGoals
AWen,on
Interest
Desire
Ac,on
11
5
44
4
3
2
11 1
1 1
AIDA:A9en6on
Bannering
Wallpapers
MobileGame
MobileContentLP
SMSGame
Video
Ringtone
QuizonLP
MobileCommunity
BrandedPhone
MobileCalendar
PrerollVideoAd
6
5
4
4
3
2
11 1
AIDA:Interest
SMSGame
SMSNo,fica,ons
Video
MMSCampaign
MobileContentLP
Bannering
MobileCommunity
BrandedContent
PrerollVideoAd
1
1
1
1
1
AIDA:Desire
Free3‐monthSubscrip,on
GameDemo
SMSGame
TextpreviewonLP
Configurator
9
7
4
3
22 1
AIDA:Ac6on
SMSNo,fica,ons
SMSGame
MMSNo,fica,ons
DealerLocator
Click‐2‐Call
Send‐a‐friend
Booktestdrive
‐ MobileBannering
‐Wallpaper
‐MobileVideo
‐GameDemo
‐MMSNo,fica,ons
‐SMSNo,fica,ons
‐MobileGaming
‐MobileContentLP
‐SMSCampaign
‐ MMSCampaign
‐Dealer/StoreLocator
MobileBannering
• Landrover• Pepsi• Ford• Hyundai• Toyota
⏎
Wallpapers
• Pepsi• Ford• Hyundai• BudLight• Absolut
⏎
MobileGaming
• MTVNetworks• Unilever• BudLight
⏎
MobileContentLandingspage
• Absolut• Hyundai• Jaguar• Mazda
• Toyota
⏎
MobileVideo
• Unilever• Mazda
• SEAT• Ford• Pepsi
⏎
SMSCampaign
• Pepsi• HistoryChannel• Panasonic• Snapple• KISSFM
⏎
MMSCampaign
• Vodafone• SamsungFunClub
• Coca‐Cola• Pon,ac
⏎
GameDemo
• SamsungFunClub
⏎
SMSNo,fica,ons
• Expedia• WilliamHill
• BP• Renault• Jameson
⏎
MMSNo,fica,ons
• Vodafone• Coca‐Cola
⏎
Dealer/StoreLocator
• Landrover• Hyundai• Toyota• SEAT• Jaguar
⏎
Conclusion
• Automo,veandfoodmarketsarewellpresentedinthefieldofmobileadver,sing
• TogainaWen,on,marketeerstendtousemobilecontent(i.e.wallpapers,ringtones,videos)
• SMSorMMSno,fica,onsaremainlyusedinac,onorientedcampaigns
Ques,ons?