Ad Tech 2011 - InMobi Panel - Achieving an Effective Mobile Strategy v2
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Transcript of Ad Tech 2011 - InMobi Panel - Achieving an Effective Mobile Strategy v2
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5MYTHSlimiting an effective mobile strategy
Rob MarstonRegional Director - Pacific
Mar 8, 2011
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1MobileIts Just Like theDesktop!
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Base = Test respondents (Asia=2,658, Australia=449)
Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]
Interest is generally dispersed andlinked to the increasingly broadusage of the device itself.
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Mobile is NOT the desktop.
Creative and Call toAction should link
to device usage.
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2Can We Talk AboutWhats New?
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Base = Control respondents (Asia=657; Australia=151)
Q4. Has a mobile ad ever? [check all that apply]
Major brands should incorporate burstcampaigns as a vital component oftheir media strategy.
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Focus on what works, notjust what is new.
Whats the real goal?
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Targeted Buy: Highly targeted (women, 25 - 44,high end devices)
No Media spillage
Less than 10% of the clicks
Supporting Broad Buy:
Broad based campaign
Use of post-click Ad ROI trackingtechnology (AdROIt)
10x increase in clicks vs. targetedbuy
RESULTS: SALTO ALTOSHOES
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Targeting Is a Guideline,Not the Goal.
Leverage Analytics to
Drive Reach &Efficiency.
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4CONSUMERS ARE NOTREADY.
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75% of Australians are alreadyembracing the value of mobileadvertising.
Base = Total respondents (Asia=3,350, Australia=604)
Q3. How comfortable are you with mobile advertising?12
10 pts. Vs. U.S.
4 pts. vs. Asia
4 pts. vs. U.S.
1 pts. vs. Asia
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Australians are the mostreceptive to mobile ads,
globally. Consumers Are
Ready.
Are You?
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5I PREFER TO WAIT
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MO
NTHLYPAGEVIE
WS(MM)
MOBILE INTERNET CASE STUDY: JAPAN
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Mobile is NOT the Future; Itis Now.
Stick your neck out
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For $50 of FREE In-Network spend, pleasevisit:
www.inmobi.com/adtechsydney
EnterPromotion Code: adtechsydney
Visit us on Stand 12 at the exhibition
http://www.inmobi.com/adtechsydneyhttp://www.inmobi.com/adtechsydney -
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Thank You.
Rob MarstonRegional Director - Pacific
http://www.inmobi.com/http://www.inmobi.com/
