optism mobile advertising presentation: mobile is the most disruptive media of all time
DESCRIPTION
Optism's Hani Ramzi presents to the Cairo Cristal Club about the growth of mobile advertising and mobile marketing.TRANSCRIPT
Mobile : The Most Disruptive Media Of All Time!
Hani Ramzi
Executive Director EMEA
Optism™
Mobile is a MASS(IVE) Media !
Source : Tomi Ahonen, Feb 2011
x 2.5 Total Number of Internet Users
x 3 Total Number of TV Sets
x 4.5 Total Number of PCs
PCs TVs Radio Mobile
1.2B 1.6B
3.9B
5.2B
Mobile is an INTIMATE Media !
We Glance At It in a compulsive way !
150 times/day ! (average)
82 times a day ! (Africa)
Source : Nokia, 2010
Mobile is an INTIMATE Media !
We Care About It !...
"Photographs used to be the item people would run into a burning building to go retrieve.
Today a mobile phone has replaced that."
Jeffrey Hayzlett, CMO Kodak, 2010
Mobile is an INTIMATE Media !
We Care About It !...
maybe too much sometimes !
Mobile is an INTIMATE Media !
We often Keep It Close to our…Heart !
Mobile is an INTIMATE Media !
It’s more and more part of our Intimacy !
Mobile is an INTERACTIVE Media !
4.2 B Users !TEXT
MESSAGING
Primary Use of Mobile Phone is
Source : Tomi Ahonen, Feb 2011
Mobile is an INTERACTIVE Media !
TEXTMESSAGING
All users of Internetx 2
All users of emailsx 3
Bigger thanx 21
Bigger thanx 7
Only media that reaches the pocket of 61% of the planet !
17% Growth !
How Big is ?
Source : Tomi Ahonen, Feb 2011
Mobile is an INTERACTIVE Media !
TEXTMESSAGING of all Text messages Read
within 3 minutes of their delivery
90%
99% of all Text messagesRead by the recipient.
How Interactive is ?
Mobile is an INTERACTIVE Media !
TEXTMESSAGING
How Addictive is ?
Mobile is an INTERACTIVE Media !
2.1 B Users !RICH
MESSAGING
2d Most Used Application on the Planet is
Source : Tomi Ahonen, Feb 2011
Mobile is an INTERACTIVE Media !
RICHMESSAGING
All users of Internet>
x 2
Video gaming industry !>
Cinema box office !>
Music Industry !
How Big is ?
Source : Tomi Ahonen, Feb 2011
Mobile has Unique Assets
MASS(IVE)
INTIMATE
INTERACTIVE
Mobile Direct Marketing Truly leverages these Unique Assets
MASS(IVE)
INTIMATE
INTERACTIVE
“Mobile is as different from the Web as TV is from Radio !”
Source : Tomi Ahonen,
16
PermissionOpt-in
Agree OKyesCONSENT
CONTROL TrustUpdate
Privacy
Opt-out
my own paceNot intrusive
No interruption
RELEVANCE Interests
PreferencesMakes sense
Spot on
To get there needs Specific Rules of Engagement
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It Works !
It Works in Egypt !
A Receptive, Qualified and Engaged Audience
100% opted-in, highly profiled
A service combining Innovation and basics of Communication
Users in Control of their mobile advertising experience
Advertisers achieve response rates as high as 54% with better ROI
Creative guidance to ad agencies for compelling campaign
18
19
Welcome to the street
where originality lives and
athletes, musicians, skaters
and more come together to
show their style.
Do you want an invitation?
1=Yes 2=No
adidas® Case Study
•Driving footfall to new
flagship store
•Targeted to Sports and Fashion
lovers
•Leveraging Dialogue format
•Completely free to reply
20
Welcome to the street
where originality lives and
athletes, musicians, skaters
and more come together to
show their style.
Do you want an invitation?
1=Yes Celebrate YOUR originality
visit the adidas store at
Citystars, phase 2, 4th floor.
Campaign Results
35% of recipients requested
an invite to the new adidas
Originals Cairo store
15-24s were on average
98% more responsive than
over 30 year olds
Females Were 23% more
responsive than their male
counterparts
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