mma presentation - mobile
TRANSCRIPT
Mobile Advertising:A Canadian View
Headlines Dilemma
Mobile ad. Growth has been Slow!
Mobile advertising
Mobile growth
The mobile CTR is better than the one on the web– Mobile Growth is huge – Iphone – the future.
b2bexpertseries.com
• Download an app• Toronto and Vancouver• 4 platforms (iphone, android, win7 & BB)• End of May until mid June• 3 creatives• More than 1000 keywords
YP CASE STUDY
BLIND NETWORKS PREMIUM NETWORKS SEARCH NETWORKS
Canadian mobile ad. networks
CPCKeywords
CPMDisplay
CPCDisplayLong Tail inventory
BLIND NETWORKS PREMIUM NETWORKS SEARCH NETWORKS
Canadian mobile ad. networks
14 6contacted 3Can’t geo-targetOffer a Similar
product
b2bexpertseries.com
Pricing : • CPA is rare to absent• The premium CPM differ from one network to another (From $10 to $30)• The average CPC is about $0.50
Specs :• Only 60% of the ad. networks delivered what was expected on the IO• Not all the networks have the geo targeting capacity• Formats are still not standardized (10 different formats only for this campaign)• Avoid Animation on Banners • Most of the networks weren’t capable of managing 3rd party tags• Mobile analytics is broken
Learnings at a Glance
b2bexpertseries.com
Platforms view
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
47%
13%
40%
1%
0.42%
0.69%
0.67%
0.38%
CTR Impressions
5.1%
31%
42%
12%
Canadian Market Share*
*Top Smartphone Platforms, March 2011, Total Canada Smartphone Subscribers Ages 13+Source: ComScoreMobiLens
b2bexpertseries.com
Search & display
0.47%
0.76%
DisplaySearch
• Mobile is mainly about on the Go Strategy– we have an intention and we are in a specific location
• 50% of search queries on mobile have a local intention vs 20% on Desktop
b2bexpertseries.com
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230
5
10
15
20
25
30
35
40
45
50
Toronto - Android Toronto - iPhone
Clicks
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230
5
10
15
20
25
30
35
Vancouver - Android Vancouver - iPhone
VANCOUVERTORONTO
Notion of time
b2bexpertseries.com
Downloads
CTR
Impressions
33 M
0.55%
50% Average weekly growth
The funnel is broken
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Creative A Creative B Creative C0.52%
0.54%
0.56%
0.58%
0.56%
0.54% 0.54%
where what
Creative view – CTR or TTR
b2bexpertseries.com
The 4 mobile advertising pillars
What ?content
How?U. Exper.
When?On the go
Where?LocationBased
OUR VISION
© flic
kr.c
om
/ph
oto
s/si
mp
lesk
etc
h/
b2bexpertseries.com
Where smart phone is used*?
Restaurant
73%
Home
93%In a store
77%
At a social gathering
66%On-the-go
87%
Work
72%
Source : The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011 (US Market)
b2bexpertseries.com
From Checking-in to Checking-out
Talking to consumers on the Go
Mobile Intermediation
Media
Other medias Check-outChannels
Avoid the silo approach & leverage mobile devices as a lead nurturing advertising channel
•QR Codes•Bar Scan•Checking in•Banners•Search•SMS
•Desktop•Mobile \ NFC•In Store•Pricing
•Reviews•Coupons•Location•…..
MIXED REALITY
Mobile ad. Growth has been Slow!
Mobile advertising
Mobile growth
Innovation Vs Adaptation
???Mohamed Kahlain@mediative | @mkahlainabout.me/kahlain
About us
Mobile Brand Filter – How to leverage mobile differently
Our Media Side
Display Ad Network
• 17+ million unique visitors monthly
• 12 channels• 600+ properties
Mobile
• 30% digital searches
DOOH
• 26,360 screens running on average 10 hours / day
Location Based Solutions :• The Biggest network in
Canada
Mediative.ca