Future of Digital Advertising (Mobile Perspective)
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Transcript of Future of Digital Advertising (Mobile Perspective)
Is now the mobile phone
Jennifer Wilson principal Lean Forward
Mobile Advertising is a method of advertising that can reach target audiences often through the use of a mobile truck.
Wikipedia (April 2007)
Australian mobile users: 21m+ (PC: 16m)
Amount of time with device: 24 hours a day
Nature of device: highly personal and intimate
Device importance: critical (at all times)
Frequently secondary content consumption
Pull content (apps, internet, code readers)
Push content (SMS, MMS etc)
The message: it needs to be relevant to me
The context: ads are not always appropriate
The form: video consumption accelerating,
image, animation, text and augmented reality
The frequency: smaller ‘page’ size = fewer
ads
The response options – this is me, remember
Mobile is primarily a communication and connection device – don’t get in the way
It is the only screen with a build in (cashless) payment option (with the right partners)
Engagement means less pages, not more: CPM/page views is a stupid concept on mobile
Consumers may be paying to get your message(so make it worth their while)
Maintain your one-on-one relationship across all the devices you can communicate to them on
Click thru rates: 3% - 5% (common), 7% good
More in some devices
Conversion rates: 10% - 20%
ROI on mobile: 6 times higher than others
Mobile advertising market: 10% of online
Currently around $250m
And growing (both $ and % of online)
Click through to mini-site (destination page)Click to call (or request call back)Click to request (via email/form)Click to download (image, application, video)Click to complete a survey (specialist mini-site)Click to enter a competition Click to receive a sample (virtual or real – see
request)Click to respond (via SMS)Click for voucher (this can be fantastic)
Recommended ad size be based on aspect ratio 6:1, with a default ration of 4:1
There is extensive acceptance by local companies to adopt this ratio
Local advertising guidelines developed by AIMIA Mobile Industry Group (MIG)
Based on Mobile Marketing Association : http://mmaglobal.com/mobileadvertising.pdf
Size Description Example
Large 216 x 36
Medium 168 x 28
SMSPush messages, include links, content, imagesCan be forwarded (potentially viral)96% of messages read in 20 mins (email????)
InternetLimitations as to use of device functionalityLess control over placementMake sure the specific device is recognised (EX)
AppsFirst, get them to download (non-iPhone, < 12%)Ability to control ad placement
iPhone and Nokia N95 used to illuminate onlyRemember where the mobile market is:
21.5m mobile phones
5m 3G handsets
30% rich media devices
< 2% iPhone
Masking of number with name (doesn’t let me call back or cancel)
Text heavy How relevant is the
offer?Note: Osbourne Park
WA
First, recognise your handset
And the size of the pointing device….
Typical use of banner at top of page
Occasional repeats at fold
Usually max of 3 per page
Most popular area of site (and one which is naviagable and interactive!)
Small banner remains in place while information changes
Direct call to action on the banner FREE | PLAY NOW>
Ad slides as page is moved
Iconic brands are their own advertising
Add placed at top of page
As page is refreshed, ad moved down the page
New York Times application
Ad is placed a bottom of the screen
And remains there as you scroll down
Most ubiquitous device (ever)Responded to very quickly (SMS)On 24 x 7, nearby and accessed oftenCommunication, content and utilityResponse to mobile advertising incredible:
3% - 7% response rate10% - 20% conversation rate6 times the ROI on mobile compared to other forms
We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices
But your audience is more adventurousFind them where they are….
on those other screens
Jennifer Wilson principal Lean Forward