march 2011 app presentation v2

Independent News & Media NI

Presentation to Government Advertising Unit

An Overview on Apps andMobile Marketing

Sam McIlveen Independent News & Media (NI)


Content

• The growth of mobile

• The business opportunity

• Mobile optimised websites

• Apps

• Mobile advertising


Mobile Statistics


Internet Access

“By 2013, mobile phones will overtake PCs as the most common web access device worldwide”

Gartner 2010


Casual Browsing

2011……

On the move

• Internet usage is growing in volume and now changing in format• The internet is now more than a PC based phenomenon• Many people’s first internet experience of the day occurs on a mobile device

New Advertising platformsNew Advertising platformsNew Marketing challengesNew Marketing challenges

New Publishing Formats

Smartphone Tablet e-Readers

The digital day – we are connecting in new ways


The impact of smartphones

• 90% of all UK adults use a mobile and c.25% now have smartphones

• Smartphones is a mobile phones combined with a handheld computer

• 7.2m UK smartphones sold in 09 12.8m sold in 2010 78% growth year on year

• 28% of people in the UK use their mobile to access the internet

• But 65% of all smartphone users access the internet via their handset

Sources: Ofcom, Comscore


The Opportunity

• Mobile represents an excellent opportunity to engage, target and increase your audience via the most personal medium available

• Do you know how many users access your website via a mobile device?

• Does your website need to be reformatted orrebuilt to be compatible with mobile devices?

• Have you considered developing an app?

• Have you considered mobile advertising?


Mobile Optimised Websites


Joe Marini. Designing and Developing for the Rich Mobile Web presentation at Microsoft's MIX10 conference

“Good mobile sites focus on a few important tasks. Resist the temptation to make all the features of your main

site into the ones that are most critical for mobile.”


Mobile Websites:

• Reformat or rebuild websites for smaller screen

• Take your existing web content and only usekey elements

• Flash will not render on most mobile devices, notably the iPhone

• Make use of the unique possibilities on mobile:touchscreens, voice and location capabilities,

click to call

• Clarity of message and easy navigation are key

• Remember user has limited time and screen space

• It’s worth it - optimised viewing on over 5,000 different devices


Apps


Why develop an app?• Attract new customers

• To better engage with existing customers

• Improve your brand image

• Customer ‘pull’ not ‘push’

• New revenue stream

• To maximise information sources

• Add to your suite of service offerings

• To make use of the unique possibilities on mobile

• Just for fun (Barclaycard waterslide / Ulster Bank Rugby Game)

• Good PR

Remember however its crucial to build an app that actually does something: Content is king!


Internal Research Crucial – Android/Blackberry/Iphone?

• Increasing visits to Propertynews from mobile devices

• First launched mobile site in 2007

• Enhanced mobile website launched Jan 10 to provide comparable user experience

• iPhone app launched Jan 10

• Plans in place to develop Android app in 2011 based on growth of this OS

iPhone Symbian Other Android Blackberry

iPhone iPad Android Symbian Other Blackberry

2009 Mobile Access by Operating System

2010 Mobile Access by Operating System


NI Businesses using Apps


Northern Ireland Apps

Media/News:• U.TV & U105• Cool FM• Downtown Radio• Citybeat• Belfast Telegraph• Irish News

Entertainment:• Belfast Music• Grand Opera House• The Ulster Orchestra• Culture Northern Ireland

Finance:• Northern Bank• Ulster Bank• Bank of Ireland ATM finder

Jobs/Cars:• Ni Jobfinder• Ni Carfinder• Used Cars NI• Autotrader

Property• Propertynews• TR Property• BTW Cairns• Ulster Property Sales• McGranaghan• JM Property


Northern Ireland Apps

Just for fun:• Rory’s story cubes• Rock Out• Skunk• EyeSpyFX

Tourism:• Go Explore NI• Down Royal Racecourse• Derry/Londonderry What's on

Guide• Northern Ireland Travel Guide• Belfast City Airport• GoTo Belfast

Sport:

• Irish FA• Ulster Bank Rugby Game• Down Royal Racecourse• Football fans – Derry City

Other:• MadForAds• Pocket Universe• Media Lightbox • TaxiZapp• Shhmooze• Lookaly


Mobile Advertising


Stand Out from the Crowd

• With advertising budgets squeezed it is increasingly important that marketing campaigns deliver measurable, engaging and effective results across all media

• With mobile advertising you can engage with your customers and ensure that your message reaches them in the most effective and personal way

• In 2009, the IAB and PwC’s mobile adspend study found that the market is worth £37.6 million. An annual growth of 32%


Mobile Advertising Formats

• Banner / Expandable Banner – most popular format

• Icon - Icon or embedded brand within app

• Text - Clickable text link

• Overlays - Translucent popup that supports image, text, video, full button, or combination

• Introductory Splash Screen Placement - Full screen ad shown before app home screen


Standard Banner

Call to action – click to download an app

DIRECT RESPONSE


Expandable Banner

Click to expand, data capture and competition

DIRECT RESPONSE


Click to Call or to Request Call Back

DIRECT RESPONSE


Watch a Video

DIRECT RESPONSE


Awareness – click to splash page or website

DIRECT RESPONSE


DIRECT RESPONSE

Click to open a website within the app


Mobile Targeting

• Country / IP address

• Operator – O2/Vodafone/Orange

• Device

• GPS Location

• Day of Week

• Time of Day (hourly)


To Conclude

• The growth of mobile, in particular smartphones has brought new marketing opportunities

• All businesses must develop a mobile strategy

• Connect with key market through mobile publishing, media and apps


Thank you

march 2011 app presentation v2

Documents

mobile websites

mobile devices

growth of mobile

mobile phones

mobile advertisingyou

pwcs mobile

mobile statistics

enhanced mobile website