mobile hamburg masterclass presentations camerjam
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5 presentations at the Mobile Hamburg Masterclass on 20 March 2012 from Sevenval, adspert, adsmobi, netbiscuits and servtagTRANSCRIPT
MOBILE ADVERTISING
Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved • [email protected]
www.adsmobi.com
Mobile Advertising Trends
Building a transactional mobile
website Mobile Retail & Brand Masterclass Hamburg, 20th March 2012
18% of visitors to online retail websites using mobile devices.
Mobile is a Retail Gamechanger!
It is revolutionizing retail for both consumers and
marketers. Jason Spero
Head of Mobile, Americas, Google
© 2012 Sevenval GmbH A YOC GROUP COMPANY 3
Source: techcrunch.com, 12/2011
© 2012 Sevenval GmbH
A YOC GROUP COMPANY 4
1) Think Multi-Channel
2) Create New Use-Cases
3) Trust: Payment & Security
To ensure great customer experience,
usability and increased sales, consider
three things:
© 2010 Sevenval GmbH 5
Multi Channel
1) Think Multi-Channel
© 2010 Sevenval GmbH 6
The Web will have
more touch points in a larger digital ecosystem.
1) Think Multi-Channel
© 2010 Sevenval GmbH 7
Identify use-cases and situations, where mobile
can support your customer or enables him to buy:
whenever and where ever he wants to.
2) Use-Cases
© 2010 Sevenval GmbH 8
1) Assistance at the POS
3) Shop mobile
On the go (Smartphone)
Relaxed (Tablet)
4) Convert Lost-Sales (Shop closed, out of stock etc.)
2) Use-Cases
2) Check availbility at a store
© 2012 Sevenval GmbH
3) Trust: Payment & Security
more than a 1/3 (35 percent) are concerned about
security while shopping on a
mobile device.
A YOC GROUP COMPANY 9
© 2012 Sevenval GmbH
3) Trust: Payment & Security
Make sure customer data in
under your control, to ensure
highest security standards
Use well-known payment options, like e.g. Paypal
Do not link to not mobile-
optimized websites
A YOC GROUP COMPANY 10
© 2012 Sevenval GmbH
Retail Best practice: Use-cases
A YOC GROUP COMPANY 11
Set the Benchmark!
© 2012 Sevenval GmbH
Retail
A YOC GROUP COMPANY
Best practices: Mobile Shops
A YOC GROUP COMPANY 12
© 2012 Sevenval GmbH
Take-away!
A YOC GROUP COMPANY 13
© 2012 Sevenval GmbH
Worldwide Customer Portfolio Key Player (excerpt)
A YOC GROUP COMPANY 14
© 2012 Sevenval GmbH A YOC GROUP COMPANY 15
Thank you for your attention!
Sascha Langfus, Vice President Sales - Sevenval GmbH
MOBILE ADVERTISING
Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved • [email protected]
www.adsmobi.com
Mobile Advertising Trends
Making your online advertising strategy work on mobile
- Some tips and ideas
Mobile Retail & Brand Masterclass
Hamburg, 20.03.2012
About me
• Marcel Pirlich
• Founder & CEO Adspert
• Member of Fachgruppe Mobile/ BVDW since 2006; member of MMA
• More than 12 years in mobile and online
• Find me on or email: [email protected]
Things to consider on Mobile
• Tracking (e.g. Google Analytics) – Android Store (“App downloaded and installed?”)
– Mobile Site (“Userflow, clicks?”)
• Marketing – SEO
– SEA (e.g. Google) • Click-to-Call
• Mobile Landingpages
– Mobile Affiliate (e.g. Sponsormob/ Trademob)
Things to consider on Mobile
• Tracking (e.g. Google Analytics) – Android Store (“App downloaded and installed?”)
– Mobile Site (“Userflow, clicks?”)
• Marketing – SEO
– SEA (e.g. Google) • Click-to-Call
• Mobile Landingpages
– Mobile Affiliate (e.g. Sponsormob/ Trademob)
Example for optimizing SEA
Search Engine Advertising
Search
Ads within Google Search
Display
Content-relevant Ads within Google Adsense network
86.3% (34.72 millions) of internet users use search engines
59.3% of internet users shop online.
Your Business
Goals and KPIs Budget, Strategies
Instruments Quality Score, Bids
Google Adwords – What you can do
Challenges of AdWords Optimization
Strategy •Ad design •Banner design •Landing Pages •Keyword selection
Statistics •CPC-bids •Seasonality •Prognosis •Scenarios
Success with AdWords
Artificial Intelligence Creativity
How do you search?
search- and buying-behavior is changing during the day (seasonality), depending on
• time
• day of the week
• day of the month
• (day/ week/ month of the year)
Is conversion-rate influenced by ‘seasonality’?
Search requests desktop & mobile
Daily Weekly
Source: Citi Investment Research and Analysis; iCrossing Mobille, U.S. Google Interne Daten, 2010
EXAMPLE OF SEASONALITY WITH A PARTICULAR PLACEMENT
How does that translate into Google Adwords?
Example: seasonality Monday
Example: seasonality Tuesday
Example: seasonality Wednesday
Example: seasonality Thursday
Example: seasonality Friday
Example: seasonality Saturday
Example: seasonality Sunday
Example: seasonality ‘day of the week’
Example: seasonality ‘day of the month’
Example calculation: At what time does the keyword/ placement have what conversion rate
Relative conversion-rate 9:00:
88%
Relative conversion-rate 22:00:
119%
Basis: 100% (5:00)
Example calculation 1: Same CPC for the whole day
Kosten/ Conversion ändern sich durch Saisonalität
Example calculation 1: Same CPC for the whole day
Loss at time X
Example calculation 2: Adapted CPC for each hour
Anpassung des CPC gemäss Saisonalität
Example calculation 2: Adapted CPC for each hour
Profitable at every time
How can you manage seasonality? Google API vs. Google frontend
Manual management options not sufficient
Conclusion
By using seasonal effects, profitability of Google Adwords campaigns increases substantially.
Losses are avoided.
If you don’t adapt your CPCs several times per day, you waste money!
Adspert is your autopilot for online marketing
Continuous Optimization of Bids - Long-Tail and Seasonality Adspert works on a realtime-basis and adjusts CPC-bids at least 5x per day - 24/7
Adding new Keywords and Placements Adspert identifies profitable elements and adds these to the account, costs for unprofitable elements will be cut
Open for International Markets Adspert is active around the clock, reliable in all languages and markets
No Installation necessary Adspert does not need any installation or special tracking-solutions and is ready to run within minutes
Try it yourself!
Testdrive Adspert: 30 days, all features, free.
Registration at adspert.de/invite
MOBILE ADVERTISING
Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved • [email protected]
www.adsmobi.com
Mobile Advertising Trends
www.adsmobi.com ▪ [email protected]
Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
adsmobi delivers quality advertising traffic for advertisers
ABOUT ADSMOBI
YOU ADSMOBI MOBILE MEDIA BUYING PLATFORM MOBILE
USER
SMAATO AD OPTIMIZATION
PLATFORM
PUBLISHER / DEVELOPER
Advertisers, looking for ad space traffic
YOUR SAVINGS 1 CONTACT = 50,000+ PUBLISHERS & DEVELOPERS
TRANSPARENT – TARGETED - AFFORDABLE
DISPLAY ADVERTISING
PUSH-APP PROGRAM
PRIME LOCATION
RICH MEDIA & VIDEO ADS
+ In-App & Mobile Web.
Requests ad banner
Device, Country & more meta data.
• 50,000+ Publishers • 40+ BN Ad Requests •230+ Countries
www.adsmobi.com ▪ [email protected]
Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
Mobile Trends
www.adsmobi.com ▪ [email protected]
Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
MOBILE ADVERTISING POWERHOUSE EUROPE Big 5 Mobile Advertising Markets in Europe will be worth over $1 billion in 2014
-
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
1,600,000,000
1,800,000,000
2011 2012 2013 2014 2015 2016
UK
Germany
Italy
France
Spain
In US-$ Big 5 mobile advertising forecasts 2011 - 2016
$ $
$
Source: mobileSQUARED, September 2011
www.adsmobi.com/whitepaper
www.adsmobi.com ▪ [email protected]
Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
USA: THE UNITED SMARTPHONES OF AMERICA 159 Million US Mobile Internet Users in 2012
-
25,000,000
50,000,000
75,000,000
100,000,000
125,000,000
150,000,000
175,000,000
2010 2011 2012
iPhone
Android
Feature Phones
Legacy
Other
US Mobile Internet Users 2010 - 2012
Source: mobileSQUARED, November 2011
www.adsmobi.com/whitepaper
www.adsmobi.com ▪ [email protected]
Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
MOBILE COUPON ADVERTISING 4 Reasons for Mobile Coupons
• Effective promotion - Effective tool, targeted around your retail location
• Fresh incentives - Stimulate passive markets with fresh incentives
• Brand awareness - Raise brand awareness in relevant target areas
• Reward function - Great way to reward existing customers
www.adsmobi.com ▪ [email protected]
Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
ADSMOBI PRIME LOCATION New Location Based Mobile Advertising Service launched in UK
adsmobi’s Prime Location Coupon Service!
Create coupons to the exact need of your brand
Coupon example Banner example Coupon radius example
www.adsmobi.com ▪ [email protected]
Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
ADSMOBI PRIME LOCATION 4 steps to your PRIME LOCATION targeted coupon campaign
1. Select coupon-type and category 2. Set up your deal
3. Customize your banner 4. Select your location
www.adsmobi.com ▪ [email protected]
Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
adsmobi is a mobile media buying platform that focuses on placing successful mobile campaigns for mobile advertisers. adsmobi delivers premium advertising traffic for advertisers through partnerships with leading mobile mediation and optimization platforms. adsmobi matches agencies and brands with the best mobile publisher inventory to achieve their mobile ROI goals. adsmobi focuses on the advertiser “buy side” of the mobile advertising ecosystem. The adsmobi ad server will help effectively manage media spending with the flexibility to target a desired audience at the right time, in the right place, on the right device.
About adsmobi Inc.
New York ▪ London ▪ Hamburg ▪ Singapore
adsmobi Inc. Gerhofstrasse 2 20354 Hamburg, Germany
T: +49 40 6094 0838 E: [email protected]
Facebook.com/adsmobi Twitter: @adsmobi
Senior Marketing Manager
Alexander Voss
[email protected] +178 343 11 37
Mastering Customer Journeys in the Multi-device Connected World
© Netbiscuits GmbH 2012
Sevim Özdel Senior Sales Manager
TIME Prediction: ‘The Futurist’, 1966
March 20, 2012 55
Harold Camping, TIME Magazine
© Netbiscuits GmbH 2012
“Remote shopping, while possible, would never become popular – because women like to get out of the house, like to handle the merchandise, like to be able to change their minds.”
2011 – ‘Smart Shoppers’
March 20, 2012 56
Traditional retail is disrupted as smartphones enter brick- and mortar stores
At the end of 2011, nearly 1 in 5 smartphone users scanned product barcodes and nearly 1 in 8
compared prices on their phone while in a store
= =
Source: comScore – 2012 Mobile Future in Focus
© Netbiscuits GmbH 2012
More than half of the U.S. smartphone population used their phone to perform retail research while inside a store in 2011
People are increasingly using Tablets for “Pre-Sale” Activities
March 20, 2012 57
Source:Monetate, October 2011
© Netbiscuits GmbH 2012
The Connected Consumer
March 20, 2012 © Netbiscuits GmbH 2011 58
Source: http://www.onlinemarketing-trends.com/2012/01/state-of-online-shopping-mobile-apps-vs.html
March 20, 2012 59
People don’t think in isolated experiences.
© Netbiscuits GmbH 2012
They derive value and meaning from the total experience.
Mobile-enabled e-commerce
March 20, 2012 60 © Netbiscuits GmbH 2012
“If no one else will say it, I will. Contrary to popular opinion, and what we may want to believe as mobile and retail enthusiasts, consumers have not been buying billions of dollars of products via mobile commerce. The majority of purchases, easily 90% or more, have actually been mobile-enabled e-commerce. Not mobile commerce. There is a difference. While subtle, it’s extremely important for retailers to recognize the difference because it’s going to change quickly.”
Source: Forbes Magazine http://ow.ly/8vSII
John Caron SVP Marketing Modiv Media 16 January 2012
What makes the difference?
© Netbiscuits GmbH 2012 61
Providing
in the right moment,
to your customer,
through the right channel,
the right information
makes the difference!
March 20, 2012
March 20, 2012 © Netbiscuits GmbH 2012 62
Netbiscuits in a Nutshell
What is Netbiscuits?
© Netbiscuits GmbH 2012 63
Netbiscuits is the world’s leading cloud platform for the development
and delivery of next generation web apps across all mobile and
connected devices
March 20, 2012
Cross-Mobile Strategy
March 20, 2012 © Netbiscuits GmbH 2012 64
Netbiscuits support its clients and partners with the execution of a unified cross-device mobile
strategy by removing the complexity of programming for diverse devices, including
multi-touch enabled devices
Thank you
Sevim Özdel Senior Sales Manager EMEA [email protected] +49 (0)151 61339503 www.netbiscuits.com
© Netbiscuits GmbH 2012 65 March 20, 2012
www.adsmobi.com ▪ [email protected]
Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
adsmobi is a mobile media buying platform that focuses on placing successful mobile campaigns for mobile advertisers. adsmobi delivers premium advertising traffic for advertisers through partnerships with leading mobile mediation and optimization platforms. adsmobi matches agencies and brands with the best mobile publisher inventory to achieve their mobile ROI goals. adsmobi focuses on the advertiser “buy side” of the mobile advertising ecosystem. The adsmobi ad server will help effectively manage media spending with the flexibility to target a desired audience at the right time, in the right place, on the right device.
About adsmobi Inc.
New York ▪ London ▪ Hamburg ▪ Singapore
adsmobi Inc. Gerhofstrasse 2 20354 Hamburg, Germany
T: +49 40 6094 0838 E: [email protected]
Facebook.com/adsmobi Twitter: @adsmobi
Senior Marketing Manager
Alexander Voss
[email protected] +178 343 11 37
„Why location is so important for mobile advertising“
servtag local Ads™
68
23 Mio. Smartphone Users
95% of users
search for local information via mobile devices
Internet World Business 09.06.2011 Mobile Branding Barometer, G+J EMS Mobile und Plan.net
10,4 Mio. Smartphones
sold in Germany 2011!
“If a company doesn’t have a mobile strategy, then it doesn’t have a strategy” Eric Schmidt, Google
Anywhere the eye can see, it’s likely to see an ad!
• We are more receptive to ads that are relevant to us personally
• Our smartphone’s screen is very personal – but also very small
• Space for ads is limited – irrelevant offers and stupid banners annoy us
69
How to create relevant ads?
0,5km – 5km awareness and customer acceptance increase with proximity to your branch
5km – 15km 80% of your customers live within 15 km to your branch
15km – 30km mobile branding: mobile is highly engaging!
Relevance = matching interest and location
Producing meaningful responses to local retailers
71 Distance to POS in km
CTR
1,2%
1,0%
0,8%
0,6%
Example: servtag LBA
72
Matching targeting and coverage
Example: regional concentration of mobile ad requests
EAN/QR Code Banner
Click
Offline
CPAs
etc.
Advertiser Point of Sale
Servtag LocalAds™
Tracking and optimization
Click out
Click to Call
74
Increase your ads‘ relevance...
2. E-Commerce = M-Commerce
If we are seeking local offers or product information, we are on the verge of determining our purchase
1. Our phones are
• always on • always with us • always connected
…and you can trigger an immediate action!
Contact
20.03.2012 75
servtag GmbH Rosenthaler Strasse 2
10119 Berlin Tel. +49 (0) 30 609 854 744
www.adsmobi.com ▪ [email protected]
Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
adsmobi is a mobile media buying platform that focuses on placing successful mobile campaigns for mobile advertisers. adsmobi delivers premium advertising traffic for advertisers through partnerships with leading mobile mediation and optimization platforms. adsmobi matches agencies and brands with the best mobile publisher inventory to achieve their mobile ROI goals. adsmobi focuses on the advertiser “buy side” of the mobile advertising ecosystem. The adsmobi ad server will help effectively manage media spending with the flexibility to target a desired audience at the right time, in the right place, on the right device.
About adsmobi Inc.
New York ▪ London ▪ Hamburg ▪ Singapore
adsmobi Inc. Gerhofstrasse 2 20354 Hamburg, Germany
T: +49 40 6094 0838 E: [email protected]
Facebook.com/adsmobi Twitter: @adsmobi
Senior Marketing Manager
Alexander Voss
[email protected] +178 343 11 37