mCMO  Conference  2013  Evolu4on  in  Mobile  User  Experience

Mobile  ads  in  the  perspec4ve  of  user  experience

Presented  by  Keith  Chow11.10.13

Everyone  is  now  talking  about  New  Adver6sing  include:

Everyone  is  now  talking  about  New  Adver6sing  include:

SocialAbsent  social  connec4vity  a  message  can  no  longer  be  heard

Everyone  is  now  talking  about  New  Adver6sing  include:

Everyone  is  now  talking  about  New  Adver6sing  include:

MobileWithout  a  connec4on  to  place,  it  is  irrelevant  to  the  sales  process

Everyone  is  now  talking  about  New  Adver6sing  include:

Everyone  is  now  talking  about  New  Adver6sing  include:

U+lityIt  must  serve  a  consumer’s  needs  and  not  just  inform

Everyone  is  now  talking  about  New  Adver6sing  include:

Everyone  is  now  talking  about  New  Adver6sing  include:

LiquidIt  must  create  experiences  that  cross  media  plaKorm  barriers,  or  else  it  

will  barely  cross  consumers’  awareness  threshold

Everyone  is  now  talking  about  New  Adver6sing  include:

Hong  Kong  Mobile  Ad  Spend  2012  /  2013

Sources  from  Admango

$31  Million  (Q3  2012)

Hong  Kong  Mobile  Ad  Spend  2012  /  2013

Sources  from  Admango

Hong  Kong  Mobile  Ad  Spend  2012  /  2013

Sources  from  Admango

Hong  Kong  Mobile  Ad  Spend  2012  /  2013

Sources  from  Admango

$141  Million  (Q3  2013)

Hong  Kong  Mobile  Ad  Spend  2012  /  2013

Sources  from  Admango

Hong  Kong  Mobile  Ad  Spend  2012  /  2013

Sources  from  Admango

3.5  Times

Hong  Kong  Ad  spend  Q3  2013Top  5  Industries  with  the  Highest  Adspend

Sources  from  Admango  (HK$  in  million)

Hong  Kong  Ad  spend  Q3  2013Top  5  Industries  with  the  Highest  Adspend

Sources  from  Admango  (HK$  in  million)

1.  Telecommunica4on,  Mobile  Phones  &  Services  ($20)

2.  Banking  &  Investment  Services  ($16)

3.  Cosme4cs  &  Skincare  ($12)

4.  Travel  &  Tourism  Services  ($10)

5.  Computer  &  Internet  Services  ($9)

Daily  Frequency  Mobile  Internet  Usage  in  Hong  Kong

iOS AndroidSources  from  Facebook

35%

65%

Daily  Frequency  Mobile  Internet  Usage  in  Hong  Kong

88% 76%

APP WAPSources  from  Google  Mobile  Planet  Oct  2013

Place  of  Ads  No4ced  from  Users’  Point  of  View

32%

Search  Engine In  App

Sources  from  Google  Mobile  Planet  Oct  2013

Retailer  Website

VideoWebsite

WhileWatching  Video

MobileWebsite Others Don’t  

know

50%

16% 21% 23%41%

2% 7%

50%

Place  of  Ads  No4ced  from  Users’  Point  of  View

32%

Search  Engine In  App

Sources  from  Google  Mobile  Planet  Oct  2013

Retailer  Website

VideoWebsite

WhileWatching  Video

MobileWebsite Others Don’t  

know

50%

16% 21% 23%41%

2% 7%

50%

INNOVATIVE  AD  FORMAT1Different  Ad  Format  brings  different  impact  to  the  audienceCarefully  select  the  format  can  bring  high  conversion  rate

INNOVATIVE  AD  FORMAT1Different  Ad  Format  brings  different  impact  to  the  audienceCarefully  select  the  format  can  bring  high  conversion  rate

ORIGINATIVE  CREATIVITY 2Mobile  Crea4vity  always  important,  screen  size  is  limitedWell  use  of  mobile  features  can  leverage  your  results  more  promising

INNOVATIVE  AD  FORMAT1Different  Ad  Format  brings  different  impact  to  the  audienceCarefully  select  the  format  can  bring  high  conversion  rate

ORIGINATIVE  CREATIVITY 2Mobile  Crea4vity  always  important,  screen  size  is  limitedWell  use  of  mobile  features  can  leverage  your  results  more  promising

TARGETED  MOBILE  PLATFORMS3Carefully  select  the  plaKorms,  especially  deeply  look  into:App  Popularity/  Users  Profile/  Features/  Adver4sing  Flexibility/  Traffics

INNOVATIVE  AD  FORMAT1Different  Ad  Format  brings  different  impact  to  the  audienceCarefully  select  the  format  can  bring  high  conversion  rate

15  Crea4ve  Mobile  Ad  Formats

15  Crea4ve  Mobile  Ad  Formats

Banner

2

Pop  Up

3

Inline  Video

4

Keywords

8

SMS

1

Endorsement

7

Advertorial

5

Ver4cal  Display

6

15  Crea4ve  Mobile  Ad  Formats

15  Crea4ve  Mobile  Ad  Formats

LockScreen  Ad

11

No4fica4on

9

Icon  Ad

10

GeoTarge4ng

15

PreRoll  Audio

12

Text  Push  

14

Skin  Wrap

13

Most  Demanding  format  //Usually  only  display  during  App  launch  //

\\  Big  Visual  Impact\\  HTML  5  Supported

Pop  Up  Display  Ad3

Total  Different  way  of  Presenta4on  // \\  Pull  Interac4on  to  show  user’s  interest\\  Visual  Content  extended

Ver4cal  Banner6

!

Relevant  Results// \\  Accurate  Audience

Keyword  Lis4ng8

Brand  New  Concept  of  Mobile  Adver4sing  //Adver4sing  can  catch  user’s  1st  impression  //

\\  Unique  Ad  Format\\  Pay  per  User  Model\\  Big  Visual  Impact\\  With  User  Incen4ves

Lock  Screen  Ad11

Lock  Screen  Ad11

Strong  Visual  Impact

Accurate    Targe6ng

Patented  Methodology  

Brand  New  Buying  Model

High  Engagement  

Power

50  6mes  average  daily  ac6va6on  per  

user

Lock  Screen  Ad11

Pre-­‐roll  Audio  Promo  \\

Pre-­‐Roll  Audio  Ad12

\\  Audio  +  Visual  Impact

In  App  Text  Push  Alert  //\\  With  Massive  Coverage\\  Direct  and  Effec4ve\\  Text  Only

Text  Push14

GeoTarge4ng15

\\  Loca4on  Specific\\  Suitable  for  Event  Campaigns\\  Tie-­‐in  with  specific  loca4on  informa4on

ORIGINATIVE  CREATIVITY 2Mobile  Crea4vity  always  important,  screen  size  is  limitedWell  use  of  mobile  features  can  leverage  your  results  more  promising

Top  16  Most  Common  HTML5  Crea4ve  in  Hong  Kong

Top  16  Most  Common  HTML5  Crea4ve  in  Hong  Kong

Time ClockReal  Time  ClockTime ClockInstant  Video  Play

Time ClockSwipe

Time ClockMobile  Catalogue

Time ClockThrow Time ClockShake  Mo4on

Time ClockMo4on  Layer

Time ClockDrag  and  Drop

Time ClockPanern  Unlock

Time ClockDrop  to  Unlock

Time ClockPin  Point  Loca4on

Time ClockSpin  Wheels

Time ClockMatching  (Puzzle)

Time ClockGaming  (Ac4on)Time ClockTouch  to  Trigger

Time ClockGaming  (Roulene)

Top 16 Most Common HTML5 Creative in Hong Kong

Time ClockReal  Time  ClockTime ClockInstant  Video  Play

Time ClockSwipe

Time ClockMobile  Catalogue

Time ClockThrow Time ClockShake  Mo4on

Time ClockMo4on  Layer

Time ClockDrag  and  Drop

Time ClockPanern  Unlock

Time ClockDrop  to  Unlock

Time ClockPin  Point  Loca4on

Time ClockSpin  Wheels

Time ClockGaming  (Ac4on)

Time ClockGaming  (Roulene)

Time ClockTouch  to  Trigger

Time ClockMatching  (Puzzle)

Wyeth  &  Maltesers

Transparent  Layer

Call  for  Ac4on

Caltex

Swipe  Interac4on

Product  Redemp4on

McDonald’s(Happiness  Doesn’t  Take  

Much  Campaign)

Game(Bubble  Wrap)

Branding  Promo4onFacebook  Connect

MGTO(Macau  Government  Tourist  Office)

Touch  To  Trigger

Event  Promo4on

Warner  Brothers(Man  of  Steel  Campaign)

Movie  Promo4on

Panern  Unlock

ORBIS(Moonwalker  2013)  

Event  Promo4on

Spin  Wheels

LEE

Event  Promo4on

Mul4Layer

DBS

Event  Promo4on

Drag  &  Drop

~  0.8%  -­‐  4%

General  Click  Through  RateSta4c  Mobile  Crea4vity

~  6%  -­‐  15%

HTML  5  RICH  MEDIAA  way  of  presen4ng  on  mobile

TARGETED  MOBILE  PLATFORMS3Carefully  select  the  plaKorms,  especially  deeply  look  into:App  Popularity/  Users  Profile/  Features/  Adver4sing  Flexibility/  Traffics

Tips  for  Selec4ng  A  Right  Mobile  Medium

Deliver  a  key  success  mobile  ad  campaign

Tips  for  Selec4ng  A  Right  Mobile  Medium

App’s  Popularity  (App  Ranking  and  App  Reviews)

Deliver  a  key  success  mobile  ad  campaign

Tips  for  Selec4ng  A  Right  Mobile  Medium

App’s  Popularity  (App  Ranking  and  App  Reviews)

Don’t  simply  look  at  download  users,  also  evaluate  traffic  sustainability

Deliver  a  key  success  mobile  ad  campaign

Tips  for  Selec4ng  A  Right  Mobile  Medium

App’s  Popularity  (App  Ranking  and  App  Reviews)

Don’t  simply  look  at  download  users,  also  evaluate  traffic  sustainability

Look  into  app  content  update  frequency

Deliver  a  key  success  mobile  ad  campaign

Tips  for  Selec4ng  A  Right  Mobile  Medium

App’s  Popularity  (App  Ranking  and  App  Reviews)

Don’t  simply  look  at  download  users,  also  evaluate  traffic  sustainability

Look  into  app  content  update  frequency

Ad  Format  Flexibility  and  Posi4on  (tracking  enable) Deliver  a  key  success  mobile  ad  campaign

Tips  for  Selec4ng  A  Right  Mobile  Medium

App’s  Popularity  (App  Ranking  and  App  Reviews)

Don’t  simply  look  at  download  users,  also  evaluate  traffic  sustainability

Look  into  app  content  update  frequency

Ad  Format  Flexibility  and  Posi4on  (tracking  enable)

Ad  Format’s  “Call  For  Ac4on”  Usability

Deliver  a  key  success  mobile  ad  campaign

Tips  for  Selec4ng  A  Right  Mobile  Medium

App’s  Popularity  (App  Ranking  and  App  Reviews)

Don’t  simply  look  at  download  users,  also  evaluate  traffic  sustainability

Look  into  app  content  update  frequency

Ad  Format  Flexibility  and  Posi4on  (tracking  enable)

Ad  Format’s  “Call  For  Ac4on”  Usability

Understand  the  buying  model  and  es4mate  the  conversion  

Deliver  a  key  success  mobile  ad  campaign

Tips  for  Selec4ng  A  Right  Mobile  Medium

App’s  Popularity  (App  Ranking  and  App  Reviews)

Don’t  simply  look  at  download  users,  also  evaluate  traffic  sustainability

Look  into  app  content  update  frequency

Ad  Format  Flexibility  and  Posi4on  (tracking  enable)

Ad  Format’s  “Call  For  Ac4on”  Usability

Understand  the  buying  model  and  es4mate  the  conversion  

DO  NOT  simply  look  at  CPM,  check  with  Banner  rota4on  period

Deliver  a  key  success  mobile  ad  campaign

Tips  for  Selec4ng  A  Right  Mobile  Medium

App’s  Popularity  (App  Ranking  and  App  Reviews)

Don’t  simply  look  at  download  users,  also  evaluate  traffic  sustainability

Look  into  app  content  update  frequency

Ad  Format  Flexibility  and  Posi4on  (tracking  enable)

Ad  Format’s  “Call  For  Ac4on”  Usability

Understand  the  buying  model  and  es4mate  the  conversion  

DO  NOT  simply  look  at  CPM,  check  with  Banner  rota4on  period

Evaluate  campaign  results  and  compare  with  conversion  rate

Deliver  a  key  success  mobile  ad  campaign

AD  FORMAT

CAMPAIGN  CREATIVITY

MOBILE  PLATFORMS

Thank  youKeith  Chow

COO  @  HotmobFacebook  \\  HotmobMobile