thomas arthur from sensis talks mobile campaigns at cebit webforward 09

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Integrating Mobile Advertising into the Marketing Mix Thomas Arthur, GM Sensis Digital Marketing Services

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Page 1: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

Integrating Mobile Advertising into the Marketing MixThomas Arthur, GM

Sensis Digital Marketing Services

Page 2: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

Advertising that’s always on

Page 3: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

Key considerations for mobile campaigns

Why mobile advertising?

How is it being done?

Page 4: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

Mobile advertising innovation

Consumermobile

advertisingcontent

Sensismobile

advertising business

Page 5: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09
Page 6: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

Why Mobile Advertising?

Page 7: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

Reach

8.55 millionAustralians currently use a mobile phoneconnected to a 3G network

Source: ACMA Communications Report 2007-2008

Page 8: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

Reach

More than4.4 millionare Telstra 3G and NextGTM network mobile customers

Page 9: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

Reach

users each month2.3 millionThe MediaSmart mobile ad network has

MediaSmart allows advertisers to take advantageof BigPond’s Mobile Portal which also includesthe Sensis mobile and 3rd party network.

Source: Omniture Report (Jan – Mar 2009)

Page 10: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

Audience Targeting

Targeting parameter options can include:

Page 11: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

Audience Targeting

Bright Futures35, PyrmontConscious Consumers36, ClovellyMortgaged Aspirations35, DundasStudied Wealth55, Rose Bay

Page 12: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

ROISophisticated reporting capabilities• Unique users• Number of banner ad impressions • Number of click-throughs to AdSites• Average page views

# Banner Ad Impressions

# Click-throughto AdSites

Average Page Views

Page 13: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

# Competition Entries

# Downloads

ROISophisticated reporting capabilities• Number of calls• Number of downloads• Number of competition entries

and more…# Opt Ins # Mobile

Coupons

Page 14: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

How it’s being done

Page 15: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

KEY RESULTS• 756,315 impressions delivered• CTR 1.16%• 5% conversion rate to click to call

One click for direct response

QANTAS GLOBAL SALE• Two-day buyout of the high profile

BigPond “Top of Homepage” Bannerin conjunction with press– Leveraging enormous reach offered

by the BigPond Mobile Portal

Page 16: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

KEY RESULTS• 1,322,800 impressions delivered• CTR 1.01%• Video Downloads 3,019• Competition entries 12,824

The brand in your hand• Stimulate brand loyalty and product

awareness through consumer engagement

McDONALD’S CHICKEN SUMMER CHOICES

• MediaSmart mobile channel the bestperforming media for campaign.

Page 17: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

MappingSMS shortcodesSend to mobileSMS broadcastsDatabase/CRM integrationCouponsBluetoothMobile codes

Integration with other mediaMobile codes

Send to mobiles Coupons

Mapping

Page 18: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

Lexus ‘L’Exhibition’• National campaign targeting broad audience

described as under 44yrs old, successful, affluent males

• CTR 1.22%• Click to call 6%

Integration with other media

• Video downloads 4.4%• Mobile codes scanned 2.5%

“Lexus owners tend to betech-savvy and new mediais proving to be an effective method of communicatingwith this market –Matt Joyce (Lexus Media Agency)

Page 19: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

Mobile campaign checklistContent/

DestinationAudiencePlacementCall to actionCreative

Device-friendly IncentiveTimingIntegration

For more details SMS* ‘cebit’ to 0415 268 766 *standard SMS charges apply

or Visit our mobile site http://adsites.com.au/1/4555

Page 20: Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

"TV will never be a serious competitor for radio because people must sit and keep their eyes

glued on a screen;the average American family hasn’t time for

it."- New York Times, 1939

Don’t make the same mistake with mobile advertising

For more details SMS* ‘cebit’ to 0415 268 766 *standard SMS charges apply

or Visit our mobile site http://adsites.com.au/1/4555