Mobile Advertising:A Canadian View

Headlines Dilemma

Mobile ad. Growth has been Slow!

Mobile advertising

Mobile growth

The mobile CTR is better than the one on the web– Mobile Growth is huge – Iphone – the future.

b2bexpertseries.com

• Download an app• Toronto and Vancouver• 4 platforms (iphone, android, win7 & BB)• End of May until mid June• 3 creatives• More than 1000 keywords

YP CASE STUDY

BLIND NETWORKS PREMIUM NETWORKS SEARCH NETWORKS

Canadian mobile ad. networks

CPCKeywords

CPMDisplay

CPCDisplayLong Tail inventory

BLIND NETWORKS PREMIUM NETWORKS SEARCH NETWORKS

Canadian mobile ad. networks

14 6contacted 3Can’t geo-targetOffer a Similar

product

b2bexpertseries.com

Pricing : • CPA is rare to absent• The premium CPM differ from one network to another (From $10 to $30)• The average CPC is about $0.50

Specs :• Only 60% of the ad. networks delivered what was expected on the IO• Not all the networks have the geo targeting capacity• Formats are still not standardized (10 different formats only for this campaign)• Avoid Animation on Banners • Most of the networks weren’t capable of managing 3rd party tags• Mobile analytics is broken

Learnings at a Glance

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Platforms view

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

47%

13%

40%

1%

0.42%

0.69%

0.67%

0.38%

CTR Impressions

5.1%

31%

42%

12%

Canadian Market Share*

*Top Smartphone Platforms, March 2011, Total Canada Smartphone Subscribers Ages 13+Source: ComScoreMobiLens

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Search & display

0.47%

0.76%

DisplaySearch

• Mobile is mainly about on the Go Strategy– we have an intention and we are in a specific location

• 50% of search queries on mobile have a local intention vs 20% on Desktop

b2bexpertseries.com

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230

5

10

15

20

25

30

35

40

45

50

Toronto - Android Toronto - iPhone

Clicks

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230

5

10

15

20

25

30

35

Vancouver - Android Vancouver - iPhone

VANCOUVERTORONTO

Notion of time

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Downloads

CTR

Impressions

33 M

0.55%

50% Average weekly growth

The funnel is broken

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Creative A Creative B Creative C0.52%

0.54%

0.56%

0.58%

0.56%

0.54% 0.54%

where what

Creative view – CTR or TTR

b2bexpertseries.com

The 4 mobile advertising pillars

What ?content

How?U. Exper.

When?On the go

Where?LocationBased

OUR VISION

©  flic

kr.c

om

/ph

oto

s/si

mp

lesk

etc

h/

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Where smart phone is used*?

Restaurant

73%

Home

93%In a store

77%

At a social gathering

66%On-the-go

87%

Work

72%

Source : The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011 (US Market)

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From Checking-in to Checking-out

Talking to consumers on the Go

Mobile Intermediation

Media

Other medias Check-outChannels

Avoid the silo approach & leverage mobile devices as a lead nurturing advertising channel

•QR Codes•Bar Scan•Checking in•Banners•Search•SMS

•Desktop•Mobile \ NFC•In Store•Pricing

•Reviews•Coupons•Location•…..

MIXED REALITY

Mobile ad. Growth has been Slow!

Mobile advertising

Mobile growth

Innovation Vs Adaptation

???Mohamed Kahlain@mediative | @mkahlainabout.me/kahlain

About us

Mobile Brand Filter – How to leverage mobile differently

Our Media Side

Display Ad Network

• 17+ million unique visitors monthly

• 12 channels• 600+ properties

Mobile

• 30% digital searches

DOOH

• 26,360 screens running on average 10 hours / day

Location Based Solutions :• The Biggest network in

Canada

Mediative.ca