mcmo conference 2013 - mobile ads in the perspective of user experience

mCMO Conference 2013 Evolu4on in Mobile User Experience

Mobile ads in the perspec4ve of user experience

Presented by Keith Chow11.10.13

Everyone is now talking about New Adver6sing include:


SocialAbsent social connec4vity a message can no longer be heard


MobileWithout a connec4on to place, it is irrelevant to the sales process


U+lityIt must serve a consumer’s needs and not just inform


LiquidIt must create experiences that cross media plaKorm barriers, or else it

will barely cross consumers’ awareness threshold

Hong Kong Mobile Ad Spend 2012 / 2013

Sources from Admango

$31 Million (Q3 2012)





$141 Million (Q3 2013)



3.5 Times

Hong Kong Ad spend Q3 2013Top 5 Industries with the Highest Adspend

Sources from Admango (HK$ in million)

Hong Kong Ad spend Q3 2013Top 5 Industries with the Highest Adspend

Sources from Admango (HK$ in million)

1. Telecommunica4on, Mobile Phones & Services ($20)

2. Banking & Investment Services ($16)

3. Cosme4cs & Skincare ($12)

4. Travel & Tourism Services ($10)

5. Computer & Internet Services ($9)

Daily Frequency Mobile Internet Usage in Hong Kong

iOS AndroidSources from Facebook

35%

65%

Daily Frequency Mobile Internet Usage in Hong Kong

88% 76%

APP WAPSources from Google Mobile Planet Oct 2013

Place of Ads No4ced from Users’ Point of View

32%

Search Engine In App

Sources from Google Mobile Planet Oct 2013

Retailer Website

VideoWebsite

WhileWatching Video

MobileWebsite Others Don’t

know

50%

16% 21% 23%41%

2% 7%

50%

INNOVATIVE AD FORMAT1Different Ad Format brings different impact to the audienceCarefully select the format can bring high conversion rate


ORIGINATIVE CREATIVITY 2Mobile Crea4vity always important, screen size is limitedWell use of mobile features can leverage your results more promising



TARGETED MOBILE PLATFORMS3Carefully select the plaKorms, especially deeply look into:App Popularity/ Users Profile/ Features/ Adver4sing Flexibility/ Traffics

15 Crea4ve Mobile Ad Formats


Banner

2

Pop Up

3

Inline Video

4

Keywords

8

SMS

1

Endorsement

7

Advertorial

5

Ver4cal Display

6


LockScreen Ad

11

No4fica4on

9

Icon Ad

10

GeoTarge4ng

15

PreRoll Audio

12

Text Push

14

Skin Wrap

13

Most Demanding format //Usually only display during App launch //

\\ Big Visual Impact\\ HTML 5 Supported

Pop Up Display Ad3

Total Different way of Presenta4on // \\ Pull Interac4on to show user’s interest\\ Visual Content extended

Ver4cal Banner6

!

Relevant Results// \\ Accurate Audience

Keyword Lis4ng8

Brand New Concept of Mobile Adver4sing //Adver4sing can catch user’s 1st impression //

\\ Unique Ad Format\\ Pay per User Model\\ Big Visual Impact\\ With User Incen4ves

Lock Screen Ad11

Lock Screen Ad11

Strong Visual Impact

Accurate Targe6ng

Patented Methodology

Brand New Buying Model

High Engagement

Power

50 6mes average daily ac6va6on per

user

Lock Screen Ad11

Pre-‐roll Audio Promo \\

Pre-‐Roll Audio Ad12

\\ Audio + Visual Impact

In App Text Push Alert //\\ With Massive Coverage\\ Direct and Effec4ve\\ Text Only

Text Push14

GeoTarge4ng15

\\ Loca4on Specific\\ Suitable for Event Campaigns\\ Tie-‐in with specific loca4on informa4on

Top 16 Most Common HTML5 Crea4ve in Hong Kong

Top 16 Most Common HTML5 Crea4ve in Hong Kong

Time ClockReal Time ClockTime ClockInstant Video Play

Time ClockSwipe

Time ClockMobile Catalogue

Time ClockThrow Time ClockShake Mo4on

Time ClockMo4on Layer

Time ClockDrag and Drop

Time ClockPanern Unlock

Time ClockDrop to Unlock

Time ClockPin Point Loca4on

Time ClockSpin Wheels

Time ClockMatching (Puzzle)

Time ClockGaming (Ac4on)Time ClockTouch to Trigger

Time ClockGaming (Roulene)

Top 16 Most Common HTML5 Creative in Hong Kong

Time ClockReal Time ClockTime ClockInstant Video Play

Time ClockSwipe

Time ClockMobile Catalogue

Time ClockThrow Time ClockShake Mo4on

Time ClockMo4on Layer

Time ClockDrag and Drop

Time ClockPanern Unlock

Time ClockDrop to Unlock

Time ClockPin Point Loca4on

Time ClockSpin Wheels

Time ClockGaming (Ac4on)

Time ClockGaming (Roulene)

Time ClockTouch to Trigger

Time ClockMatching (Puzzle)

Wyeth & Maltesers

Transparent Layer

Call for Ac4on

Caltex

Swipe Interac4on

Product Redemp4on

McDonald’s(Happiness Doesn’t Take

Much Campaign)

Game(Bubble Wrap)

Branding Promo4onFacebook Connect

MGTO(Macau Government Tourist Office)

Touch To Trigger

Event Promo4on

Warner Brothers(Man of Steel Campaign)

Movie Promo4on

Panern Unlock

ORBIS(Moonwalker 2013)

Event Promo4on

Spin Wheels

LEE

Event Promo4on

Mul4Layer

DBS

Event Promo4on

Drag & Drop

~ 0.8% -‐ 4%

General Click Through RateSta4c Mobile Crea4vity

~ 6% -‐ 15%

HTML 5 RICH MEDIAA way of presen4ng on mobile

TARGETED MOBILE PLATFORMS3Carefully select the plaKorms, especially deeply look into:App Popularity/ Users Profile/ Features/ Adver4sing Flexibility/ Traffics

Tips for Selec4ng A Right Mobile Medium

Deliver a key success mobile ad campaign


App’s Popularity (App Ranking and App Reviews)




Don’t simply look at download users, also evaluate traffic sustainability





Look into app content update frequency






Ad Format Flexibility and Posi4on (tracking enable) Deliver a key success mobile ad campaign





Ad Format Flexibility and Posi4on (tracking enable)

Ad Format’s “Call For Ac4on” Usability








Understand the buying model and es4mate the conversion









DO NOT simply look at CPM, check with Banner rota4on period









DO NOT simply look at CPM, check with Banner rota4on period

Evaluate campaign results and compare with conversion rate


AD FORMAT

CAMPAIGN CREATIVITY

MOBILE PLATFORMS

Thank youKeith Chow

COO @ HotmobFacebook \\ HotmobMobile

mcmo conference 2013 - mobile ads in the perspective of user experience

Health & Medicine

search engine50

common html5 creative