mobile advertising and mobile marketing the edipresse experience

Mobile Advertising and Mobile Marketing

The Edipresse Experience

Lausanne 20 avril 2010

Marc Lamarche – Responsable Multimedia Mobile – Edipresse Digital

� Edipresse Portfolio and Traffic

� User Experience & Advertising

�Print to Mobile Interactivity through

Mobile Marketing Tools

Mobile Websites & iPhone applications: Performance in January 2010

� more than 525’000 visits

� more than 3’350’000 page impressions

LEMATIN.ch mobile drives 15% of total traffic

Edipresse Mobile Portfolio

Marc Lamarche - Mobile Monday - Bern - April 12th 2010

Free iPhone App, WebApp & Mobile Website WebApp & Mobile Website WebApp & Mobile Website Free iPhone App, WebApp & Mobile Website

FEMINA

Not free iApps

iPhone monopolizes audience


Distribution of visits by device

manufacturers observed on

Edipresse iApp & Mobile

websites

Mobile Internet: a traffic complementary to the web’s


Mobile Traffic

Fluctuation throughout

one day

WebTraffic Fluctuation

throughout one day

Edipresse Mobile Advertising Products


Full-Screen Format

360 X 480 pixels

Banner Format

408 X 68 pixels

Only on

iPhone

Contextual Advertisement: where I need it and when I need it


Enjoy your meal , then your

movie!

Geo-localized Advertising

Comin

g

Soon

Full-screen Ads & User experience


Skippable

Clickable

� Pre-downloaded Ad saved for 2 days

� So at the next opening, the Ad is quickly displayed to

enhance user experience

� The Ad has a 3 seconds display

Users must be able to interact with the Ad

- By clicking to see Advertiser Content

- Or by skipping

Full-Screen Ads are not print Ads

iApp Ads: Have user stay in your application


User browses the advertisement pages,

then he can go back to the iApp Content

iApp Frame

iApp Frame

Advertisement

XHTML Content

Print to Mobile Interactivity through Mobile Marketing tools


SMS

Users send a SMS to receive a SMS back with a clickable urlSMS

Code Scanning

Users scan codes to be sent to mobile websites

Some ways to make print Ads interactive, and to track them…

Image recognition

Users take pictures of Ads to be sent to mobile website

Mobile Marketing: QR Codes (Quick Response Code)


In Japan, QR Code is the nr.1 tool to reach Advertisers mobile Websites


Mobile Marketing: QR Codes (Quick Response Code)


Business Case: Mobile Sport Live campaign, October 11th, Fall 2009

Business case Results


1000 hits equals 1000 visits….

Benefits from interactive Print Ads


0 2 4 5 6 7 8 9 1011121314151617181920212223

Advertiser can track

interactions on a continuous

basis and so assesses the

various performances of his

ads

Data collection

SMS

E-mail

User interacts with the

advertiser to take

advantage of commercial

offers (couponing, sales,

services) or contests

Tracking & Statistics Interactivity Direct Marketing

Thank you!


Marc Lamarche

+41 79 817 75 28

[email protected]

Avenue de la Gare 33

1001 Lausanne

http://edipub.ch/publiez-votre-annonce/guide-produits/mobile