the insider track to mobile marketing
DESCRIPTION
Keen to brush up on your mobile advertising lingo? This session will give you a back to basics overview of the mobile advertising ecosystem whilst leaving you excited and inspired about the opportunities mobile marketing has to offer. Focussing on the ever evolving ways in which companies and consumers communicate and purchase goods, we will look at how exactly mobile advertising is evolving and how it can be used to really elevate your brand. Using recent research on mobile media consumption and tablet usage, we will explore how innovative HTML5 rich media ad formats respond to the increased demand for targeted, personalised brand experiences. Finally we will highlight mobile advertising and rich media best practices in relation to how consumers are currently using their phones. You'll also learn how to: Produce a personalised, targeted, customer-specific mobile campaign Integrate mobile alongside your traditional marketing channels with a focus on "multi screening" Tailor your mobile marketing strategy to reflect current consumer media consumption trends Dispel the widely held myths about mobile adverts with a focus on rich media immersive experiences Can't make the call? Sign up anyway and we'll be sure to send you the recording. About the presenter: Zee Ahmad, Head of Business Development, InMobi UK Zee is InMobi’s Head of Business Development for the UK. He leads the UK’s supply side strategy, developing InMobi’s publisher portfolio, product mix and third party partnerships. Prior to joining InMobi Zee was the UK Sales Lead for Navteq Media Solutions, Nokia’s location based mobile ad network. He has over 10 years experience in digital and mobile advertising.TRANSCRIPT
The Insider Track to Mobile Marketing
Zee Ahmad Head of Business Development, UK
James Rogers UK Agency Sales Manager
Our Network Reaches 40% of mobile internet users, 200 times a month, through 26,000+ sites and apps
North America
124m
Latin America
22m
Africa
35m
JAPAN
16m
EME
124m
578M mobile consumers 93.4B impressions per month 165 countries
APAC
246m
Simplifying Mobile Advertising Mobile Analytics &
Research
Universal Analytics & Research Solutions
Mobile Reach
Largest Independent Mobile Ad Network
Mobile Creative
Leading HTML5 Ad Creation Platform
Publisher Monetization
Publisher Monetization & Mediation Platform
Mobile Myths
Mobile is the same as online
Media Usage
In the UK, mobile we time is “me” time; it is usually a personal rather than a shared media experience
39% Commuting
71% While watching TV
28% Social event
67% Lying in bed
64% Waiting for something 36% Shopping
28% In the bathroom
32% Spending time with family
| Base: All Respondents, n=999
Brand Advertisers and Agencies can build immersive ad solutions utilising the innate features of the devices
Mobile is Not a Focus Channel
UK Media Consumption Mobile share has overtaken traditional desktop/laptop media consumption.
InMobi & On Device Research, Mobile Media Consumption Research, Wave 2: Q2 2012 N= 954
Source: InMobi May 2012;
This offers a great opportunity to further engage with users through content and brand re-messaging
Mobile Ads are Not Engaging
0
2
4
6
8
10
12
14
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
Asia-Pacific Europe, Middle East and Africa
Latin America
North America
Diff
eren
ce(1
X)
CTR
Standard vs Mobile Banner Clickthrough Rate by Region
Standard Banner Mobile Banner Difference (1X)
Source: eMarketer H1 2012
Mobile Banners Out-Preformed their Online Counterparts
Advertising Effectiveness
Source: Dynamic Logic, Q1 2012 USA
0
2
4
6
8
10
12
14
16
18
20
Ad awareness Message association
Aided brand awareness
Purchase intent
Brand favorability
Aver
age
Del
ta A
bove
Con
trol
Mobile Display and Online Display Advertising's Effect on Brand Metrics
Mobile Online
Mobile out-preformed in the average change per metric than the control groups
Objective ‣ Brand Awareness &
Engagement ‣ Promote Macy’s Winter
Collection and holiday promotions on iPad
Solution ‣ Rich-media ad unit featuring: ‣ Branded Video ‣ Interactive Product Catalogue ‣ Store Locator, ‣ Social Media Features
Results ‣ Increased purchase intent 134%
Macy’s Winter Collection Campaign Increases Purchase Intent 134%
discover tomorrow, todayTM
Best Mobile Campaign of 2011
I can’t reach my target audience
DEMOGRAPHICS
DEVICE/ CARRIER
Advanced Targeting Connects brands to their target audience by…
CONTENT
BEHAVIORAL
CONTEXT
RETARGETING
GEO TARGETING
Mobile ads are Just for Application Developers
Some Industries are Adapting Quicker than Others
Source: Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC)
UKH1 2012 Sector Mobile Market Shares
50%
32%
18%
0%
10%
20%
30%
40%
50%
60%
Film and Music
Other Games
In 2012 overall understanding stayed the same, however, However, there is still room for improvement
4% 4% 0 2% 3%
12% 7%
8% 8% 5%
22%
13% 14% 12% 11%
22%
18% 14% 12%
12%
16%
17%
18% 16% 20%
8%
25% 26%
15% 19%
14% 12% 12%
21% 19%
2% 5% 5%
9% 6%
1% 3% 3% 3% 2% 2% 3%
2008 results
2009 results
2010 results
2011 results
2012 results
10 Expert
9
8
7
6
5
4
3
2
1 No understanding
How well do you feel you understand mobile advertising on a scale from 1 to 10?
24% Top 5 box %
42% 48% 50% 50%
Source: IAB Snapshot Research Base: 2008 (115) ; 2009 (106) ; 2010 (160); 2011 (406); 2012 (353)
What single thing would the mobile advertising industry need to do in order for you to increase your spend on mobile?
Individual Personal Experiences with Mobile Device
Contextual Advertising
Device learns user patterns and is aware of its surroundings
Information about the user pinged back to the ad server…
Bespoke, personalized
ads are targeted at the user
based off the assimilated context
Rich Media Examples
Simplifying Mobile
www.inmobi.com
Zee Ahmad Head of Business Development, UK