targeting mobile australia :the biggest opportunity in apac region

8/12/2019 TARGETING MOBILE AUSTRALIA :The biggest opportunity in APAC region

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Leading Edge:

Mobile Advertising


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Thank you to our sponsor

and to our host


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Speakers

Megan Brownlow, Executive Director,

PricewaterhouseCoopers

Carolyn Bollaci, Country Manager, AU & NZ, MediaMind

Paul Fisher, CEO, IAB Australia


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Leading Edge: Mobile Advertising

Megan Brownlow, Australia Entertainment

and Media Outlook 2011-2015


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Carolyn Bollaci, Mobile Monetisation


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6 Facts You Need to Know about Mobile

Carolyn Bollaci

November 2011

Mobile Monetization


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Smartphone usage in Australia


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How do MediaMind fit in

Ad Serving

Unified campaignmanagement solution

Intuitive and turn key Wide publisher

network

Ad Formats

Standard ad formats

Advanced capabilities

Custom development

Analytics

Unified metrics

Real time analytics

Unique user reporting


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Cross Channel Campaign

2010 MediaMind Technologies Inc. | All rights reserved


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Tracking Cross-Channel Performance

Online

Mobile

Brand impact from

integrated marketing

communications

Cross media

comparisons

Unified Reporting

Impressions

Video

Clicks

Conversions

Searchetc...



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200 MMMobile Impressions



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Where is our data coming from?Devices

PublishersMsite and APPOptimization

Analytics

Delivery

Creation

Management

OS / Carriers



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Six facts about

MobileAdvertising



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Evenings are most

Effectivefor click through rates

Fact #1



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AppleTrumps

Android

Fact #2



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Affluent

BlackBerryusers click less

Fact #3



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Mobile offers a higher

CTRthan your PC campaign

Fact #4CTR



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All mobile verticals drive higher

CTRsthan their PC counterparts

Fact #5



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Millions

Mobile outperforms browser basedbanners for

Fact #6

branding



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Tiny Ads

HugeResults



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Lessons learned

Weight mobile campaigns to ensure the bulk is servedin the evening

Have an HTML5 site ready for users who clickthrough from your ads

Target iPhones for the bulk of your inventory



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How will Mediamind view mobile in 2012

HTML5 within mobile campaigns will become importantto enhance user experience and response

Rich Media mobile campaigns will drive brand

awareness and offer a much better experience thantraditional campaigns

Increased usage of mobile devices and spend likely to

triple, mobile will become an integral part of the mediaplan


Ways to make mobile scalable and reduce barrier


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Ways to make mobile scalable and reduce barrier

to entry:

Ensure the advertiser has the ability to manage

cross channel campaigns

Unified reporting will help advertisers compare

results easily and effectively



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Mobile Online | Hybrid Reports

54

Interaction Rate* (%)

Interaction Rate

Mobile Online

6

5

Expansion Rate (5)

Expansion Rate

Mobile Online

30%25%

Video Started (%)

Video Started Rate

Mobile Online

0.5

0.05

CTR (%)

CTRMobile Online

90% 90%

Delivery Rate (%)

Delivery RateMobile Online

200,000

900,000

Media Cost ($)

Media CostMobile Online

Engagement metrics for onlineand mobileside-by-side

**These figures are for demo purposes only*** 2010 MediaMind Technologies Inc. | All rights reserved


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Enhanced Analytics

0.01

0.02

Conversions (%)

Conversions

Mobile Online

21,000

28,000

Unique Clicking Users

Unique Clicking Users

Mobile Online

1,000,000

14,000,000

Unique Impressions

Unique Impressions

Mobile Online

**These figures are for demo purposes only***



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Creative examples

Avatar

Campaign:Avatar DVD Release

Creative Agency: Thinkjam

Advertiser: 20th Century Fox

Ad Format: Expandable Banner

Interactive Features: Interactive

Video

Vertical: Entertainment

Country: US

http://creativezone.mediamind.com/?TagType=4&Tag=Avatar+DVD+Releasehttp://creativezone.mediamind.com/?TagType=12&Tag=Thinkjamhttp://creativezone.mediamind.com/?TagType=3&Tag=20th+Century+Foxhttp://creativezone.mediamind.com/?TagType=7&Tag=Expandable+Bannerhttp://creativezone.mediamind.com/?TagType=8&Tag=Interactive+Videohttp://creativezone.mediamind.com/?TagType=8&Tag=Interactive+Videohttp://creativezone.mediamind.com/?TagType=6&Tag=Entertainmenthttp://creativezone.mediamind.com/?TagType=9&Tag=UShttp://demo.eyeblaster.com/avataripad/demo.htmlhttp://creativezone.mediamind.com/?TagType=9&Tag=UShttp://creativezone.mediamind.com/?TagType=6&Tag=Entertainmenthttp://creativezone.mediamind.com/?TagType=8&Tag=Interactive+Videohttp://creativezone.mediamind.com/?TagType=8&Tag=Interactive+Videohttp://creativezone.mediamind.com/?TagType=7&Tag=Expandable+Bannerhttp://creativezone.mediamind.com/?TagType=3&Tag=20th+Century+Foxhttp://creativezone.mediamind.com/?TagType=12&Tag=Thinkjamhttp://creativezone.mediamind.com/?TagType=4&Tag=Avatar+DVD+Release


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Creative examples

White Collar

Campaign: White Collar

Creative Agency: Ignighted

Advertiser: USA Network

Ad Format: Home Page

Takeover

Interactive Features: Interactivegame

Vertical: Entertainment

Country: US

http://creativezone.mediamind.com/?TagType=6&Tag=Entertainmenthttp://creativezone.mediamind.com/?TagType=9&Tag=UShttp://www.mediamind.com/creative_zone/WhiteCollar/index.htmlhttp://creativezone.mediamind.com/?TagType=9&Tag=UShttp://creativezone.mediamind.com/?TagType=6&Tag=Entertainment


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To download the full research:

www.mediamind.com


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Thank You!


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Paul Fisher, Mobile Advertising Update iab UK


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Mobiles update


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Market overview- the context of mobile

What does this mean for mobile advertising?

Advertising opportunities in mobileChallenges for the future

Opportunities for the future

Conclusions


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23m Britons use the mobile internet every

month

8.5m

22.7m

Source: comScore Mobilens


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UK Smartphone penetration at 47%



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14% of the UK has a tablet

3.9% 6.9%

2.7%

Source: comScore Sept 2011


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Mobile browsing & apps are not just for the

youth

00

0s


14.3m 14.0m

Used a mobile browser or app in the last month


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Source: IAB Consumer M-CommerceStudie Sept 2011

Base = All mobile users (1046)

of UK phone owners purchaseproducts/services on their mobiles


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Mobile the response mechanism

40%agree they often use theirmobile if they see an

interesting ad

In Easy Living this

month there was a

dinner plate set featured

so I used my mobile to

look it up on the supplier

website and purchase it.

Katie Y

Source: IABs Mobile & the Media Day Study, Jan 2011

Base: Average of 500 respondents, over 7 days


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Advertising opportunities in mobile Challenges for the future


Conclusions


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2010 total mobile ad spend breakdown

Ch i i d


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Change in industry sector

display market shares 09 10

UK M bil Ad ti i t


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UK Mobile Advertising revenues to

reach 1 bn by 2015

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

2011 2012 2013 2014 2015

(

000s)

FirstPartner UK Mobile Advertising Forecast 2011-2015

Video

Search

Mobile Internet (Banners)

MMS/SMS Push Advertising

Games

www.firstpartner.net

CopyrightFirstPartner2011

FirstPartnerFirstPartner Copyright FirstPartner 2011

142m

294m

498m

767m

992m


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Conclusions


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Rich media display advertising


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Location Based Marketing


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Mobile Vouchers


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NFC

M bil h i h


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Mobile as a response mechanism to other

media


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Conclusions


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Client understanding is the biggest barrier to mobile

taking a bigger share of digital spend

Source: IAB Snapshot ResearchBase: 2011 (406)

C t di k t tti i t


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Case studies are key to getting agencies to

increase their spend on mobileWhat single thing would the mo bi le advert ising industry n eed to do in order for you to

increase your spend on m obi le?

Source: IAB Snapshot ResearchBase: 2011 (406)


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Conclusions

NFC j i d l ti i t b th


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NFC joins, and location remains to be, the

most exciting development for mobile

What do you think is the most exci t ing development in mobi le advert ising?

Source: IAB Snapshot ResearchBase; 2011 (406)


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Gl b l t h


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Source: IDC 2011

Q1 2010 Q1 2011

Global smartphone

shipment figures


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Conclusions


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Conclusions

More people than ever use mobiles and tablets tointeract with brands

Advertisers are wising up to this, and adspend on

mobile was up 116% from 2009 to 2010

From rich media to NFC, there are many differentcreative ways for advertisers to use mobile

With predictions for mobile to overtake online in thefuture, this is a medium brands can no longer afford toignore


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Mobile Advertising

Q&A

Questions


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Questions



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and to our host

targeting mobile australia :the biggest opportunity in apac region

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