2009706 Mobile Advertising After The Click Through (Mo Mo Syd)
12
MOBILE INTERNET INSIGHT MOBILE ADVERTISING – AFTER THE CLICK THROUGH Michael Stone Chief Executive Officer
-
Upload
amethon-solutions -
Category
Documents
-
view
3 -
download
1
description
Presentation on Amethon\'s latest Mobile Internet Insights report delivered at Mobile Monday Sydney on 6 July 2009.
Transcript of 2009706 Mobile Advertising After The Click Through (Mo Mo Syd)
MOBILE INTERNET INSIGHTMOBILE ADVERTISING – AFTER THE CLICK THROUGHMichael StoneChief Executive Officer
Mobile Internet Insight – March 2009M
OBILE ADVERTISIN
G - AFTER TH
E CLICK-THRO
UG
HAgenda
Mobile Analytics and mobile advertising measurement
Mobile Advertising - After the Click Through
Thoughts, observations and recommendations
2
Mobile Internet Insight – March 2009
Mobile Analytics
Web analytics for mobile• Optimised to track for mobile web browsing• Mobile specific reports and metrics
Benefits for campaign site measurement• Track and report on content downloads• Report and filter based on campaign/source/medium• Real-time reporting with hourly resolution• Mobile handset/brand analysis• Mobile operators/country identification• Unlimited domains/sites on a single platform• Partitioned client/account manager login• Aggregated traffic view over all campaigns
3
Mobile Internet Insight – March 2009M
OBILE ADVERTISIN
G - AFTER TH
E CLICK-THRO
UG
HCampaigns by industry category
4
Mobile Sites23%
Automotive19%
Movie14%
Alcohol11%
Services9%
Financial7%
Travel6%
FMCG4%
All the rest7%
Number of campaigns by industry category
Alcohol21%
Movie21%
Services17%
Automotive14%
Portal/Directory11%
FMCG6%
Game6%
All other Industries
4%
Share of responding audience
Alcohol26%
Movie22%
Portal/Directory 15%
Automotive
12%
Services8%
Game6%
FMCG6%
All the rest5%
Share of page views
Mobile Internet Insight – March 2009M
OBILE ADVERTISIN
G - AFTER TH
E CLICK-THRO
UG
HFree content as an engagement mechanism
5
0%
10%
20%
30%
40%
50%
60%Proportion of campaigns that use
downloadable content
Campaigns with Content: 1.55 PV/visitCampaigns without Content: 1.47 PV/visit
Mobile Internet Insight – March 2009M
OBILE ADVERTISIN
G - AFTER TH
E CLICK-THRO
UG
HConsumer Engagement
6
1.001.101.201.301.401.501.601.70
Page views per visit
0%
2%
4%
6%
8%
10%
12%
14%
2 3 4 5 6 7 8 9 10 > 10
Prop
orti
on o
f vi
sits
Page views per visit
Page views per visit, excluding bounces
Mobile Internet Insight – March 2009
7
MO
BILE ADVERTISING
- AFTER THE CLICK-TH
ROU
GH
Key Takeouts
Industry Categories• Movie have highest audience share (21%) and page views per visit (1.65)• Alcohol campaigns have high audience share but poor engagement
Typical advertising microsite metrics are:• High bounce rate of 67%• Average page views per visit of 1.53, or 4.15 excluding bouncing visits
Very little “made for mobile” video content• Resized television commercials and movie trailers
Mobile Internet Insight – March 2009
You don’t get a 2nd chance to make a 1st impression...
8
VS
Mobile Internet Insight – March 2009RECO
MM
ENDATIO
NS
Age verification is important but...
9
VS
1 Click 9 Clicks
Mobile Internet Insight – March 2009
What is in this for the consumer?
10
Mobile Internet Insight – March 2009
What is in it for the advertiser?
11
QUESTIONS AND DISCUSSION
12
Michael [email protected]: +61 414 914 889Twitter: Michael_Stone or amethon
