mobile ad summit presentation
DESCRIPTION
This presentation was given at the Advertising Week Mobile Ad Summit in September 2009. For the full effect please download, as there are a number of animated builds within the PowerPoint.TRANSCRIPT
10 minutes, 10 ideas for Mobile Advertising
Success Lynn Tornabene, CMO
1. Plan integrated, not afterthought
Attend the Mobile Ad Summit
1
1
1. Plan integrated, not afterthought
Think ‘mobile’ not just ‘phone’ 2
4
Reach hard-to-reach, responsive targets
More than 11% of Quattro’s ad requests in Q2 2009 were from non-phone entertainment devices with Wi Fi capability
These devices generated over a billion global ad requests in the Quattro Wireless Network
Click rates are 24% higher than those on non-smart phones and for some devices, can range to 135% higherCompared to web media, click rates are 5 times recently cited statistics for online display
More than 11%
over a billion
24% higher
5 times135% higher
1. Plan integrated, not afterthought
Go ‘beyond the banner’ 3
Sight, sound, motion and action anywhere, anytime
6
InterstitialsExpandablesiPhone expandable with in-ad map
Integrate your brand for 100% SOV and impact
7
AppsMobile Web
1. Plan integrated, not afterthought 4Take advantage of
the environment
Mobile is not just the internet on a small screen
9
1. Plan integrated, not afterthought
Avoid the line dance 5
11
Drive to a mobile-optimized site
Drive to mobile site to track success across media
Outdoor to mobileMobile builds databaseMobile creates
passionate fans who share with friends
Mobile drives to storeMobile engages
1. Plan integrated, not afterthought
Turn consumers into shoppers into buyers – on mobile 6
Got an app? Get ranked!
14
Accelerate the sales process with click-to-buy
Drive to stores including:
AmazonBest BuyDrugstore.comiTunes
1. Plan integrated, not afterthought
Turn consumers into shoppers into buyers – in retail 7
Drive to retail and restaurant case study
6+% click-throughs29% of age-verified consumers used the retail/restaurant locatorLarge sales increase with no other media in market
1. Plan integrated, not afterthought
Use benchmarks
8
eCPM and eCPC driven by targeting, goals
Quattro Wireless Q2 internal data, USQuattro Wireless Internal Data Q2 09, US
finance
autos
electronics cp
g
telecom
trave
lnews
entertainment
shopping
searc
hfood
gaming
other ind.
communities
mobiledati
ng
education
0
400
800
1200
1600
2000
Index of eCPM and eCPC By Industry (US)
eCPMeCPC
Response rates also driven by targeting, goals
Quattro Wireless Q2 internal data, US
cpg
auto
s
finance
ente
rtai
nmen
t
com
munit
ies
elec
tron
ics
tele
com
other
ind.
gamin
g
news
mob
ile
trav
el
sear
chfo
od
shop
ping
wom
en
datin
g
educa
tion
0
50
100
150
200
250214
189170 164 157 155
126 124114 107
98 97 9579 72
61 5644
Index of CTR by Advertiser Category (US)
Quattro Wireless Internal Data Q2 09, US
1. Plan integrated, not afterthought
Do it!
9
Go mobile with these ideas today…
1. Attend the Mobile Ad Summit2. Think ‘mobile’ not just ‘phone’3. Go ‘beyond the banner’4. Take advantage of the environment5. Avoid the line dance6. Turn consumers into shoppers into buyers – on
mobile7. Turn consumers into shoppers into buyers – in retail8. Use benchmarks
22
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