adtech2011 | inmobi - panel - achieving an effective mobile strategy v2
DESCRIPTION
Mobile…It’s Just Like the Desktop! Major brands should incorporate burst campaigns as a vital component of their media strategy.TRANSCRIPT
5 MYTHS
limiting an effective mobile strategy
Rob MarstonRegional Director - Pacific
Mar 8, 2011
1Mobile…It’s Just Like the Desktop!
Base = Test respondents (Asia=2,658, Australia=449)
Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]
Interest is generally dispersed and linked to the increasingly broad usage of the device itself.
Mobile is NOT the desktop.
Creative and Call to Action should link to device usage.
2Can We Talk About What’s New?
Base = Control respondents (Asia=657; Australia=151)
Q4. Has a mobile ad ever…? [check all that apply]
Major brands should incorporate burst campaigns as a vital component of their media strategy.
Focus on what works, not just what is new.
What’s the real goal?
3I ONLY WANT HYPERTARGETING
Targeted Buy:
• Highly targeted (women, 25 - 44, high end devices)
• No Media “spillage”
• Less than 10% of the clicks
Supporting Broad Buy:
• Broad based campaign
•Use of post-click Ad ROI tracking technology (AdROIt™)
•10x increase in clicks vs. targeted buy
RESULTS: SALTO ALTO SHOES
Targeting Is a Guideline, Not the Goal.
Leverage Analytics to Drive Reach & Efficiency.
4CONSUMERS ARE NOT READY.
75% of Australians are already embracing the value of mobile advertising.
Base = Total respondents (Asia=3,350, Australia=604)Q3. How comfortable are you with mobile advertising?
12
10 pts. Vs. U.S. 4 pts. vs. Asia
4 pts. vs. U.S.1 pts. vs. Asia
Australians are the most receptive to
mobile ads, globally. Consumers Are Ready.
Are You?
5I PREFER TO WAIT
MO
NT
HL
Y P
AG
E V
IEW
S (
MM
)
MOBILE INTERNET CASE STUDY: JAPAN
Mobile is NOT the Future; It is Now.
Stick your neck out
For $50 of FREE In-Network spend, please visit:
www.inmobi.com/adtechsydney
Enter Promotion Code: adtechsydney
Visit us on Stand 12 at the exhibition
