Presented by Rajendra yadav

MOBILE ADVERTISING

What is mobile advertisement ?

• Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing.

• Mobile advertising is the act of using mobile devices such as cellular phones and Tablet PCs as a medium to deliver promotional messages

• Mobile advertising is a subset of mobile marketing but it is often used interchangeably

• Opera Mediaworks , which is one of the largest mobile advertisement platforms in the world with 350 million+ users has just released their ‘State of Mobile Advertising’ report for 2014. Opera has 50 million+ users of their ‘Opera Mini Mobile Browser’ in India, which makes them the third most popular mobile app in the country behind Facebook and WhatsApp.

• The report has analyzed mobile advertisement trends for the last quarter of 2014 (October-December), and has come up with some amazing insights and trends which are shaping the current mobile advertisement market, globally.

• The report has analyzed 800 million mobile users (both smartphone and feature phone), who have accessed 18000+ mobile sites and applications which are part of their advertisement platform.

• As per the report, Apple’s iOS is world’s most advertisement revenue generating mobile operating system, while Android OS drives maximum traffic. 62.69% of all ads served on Opera’s network were on Android OS, meanwhile 27.18% were on Apple’s iOS. 10.13% belonged to other platforms such as Blackberry and other OS.

HISTORY

• Martin cooper• 2 g• Privacy• free news headlines via SMS

MOBILE AS MEDIA

• two-way communications

Top Categories for Mobile Advertisements

• The report clearly mentions that Social Media sites are the biggest traffic pullers on mobile platforms, but when it comes to revenues, then music, video and games rules the chart. Social media sites attracted 31.42% of all mobile traffic, compared to 19.59% from music/videos and media channels, and 13.94% from games related apps/sites.

• But in revenue stream, games are the biggest platform as they resulted in 23.6% of all revenues, compared to 23.83% from music/video category and 16.56% from social media category.

India Second Biggest Market

• When compared globally, then India has come out as the second biggest market for mobile advertisements all over the world.

• US leads the chart with 43% market share, followed by Asia which has 26.13% share. In the top 20 country chart, besides India, we have Indonesia, Bangladesh, Pakistan and Vietnam from Asia Pacific region. If Opera had added China in the whole matrix, then Asia as a whole would have easily overtaken US; but considering that China operates on an entirely different advertisement platform, Opera has excluded them from comparison.

Types of mobile advertising

• Text ads• Image ads• App promotion ads• HTML 5 ads built with Google Web Designer• Image app promotion ads• Video app promotion ads• Call-only ads• WAP mobile text ads

Text ads

• Mobile text ads look like standard text ads that you'd see on a desktop computer. The main difference is that we can show more ads per page when someone's searching on a desktop computer, and fewer ads per page when someone's searching on a mobile device. Keep in mind, text ads can appear differently on the Display Network.

Image ads

• Image ads on mobile devices are similar to normal image ads that you'd see on a desktop computer, but they can link to your mobile website or to your app. To have your image ads run on mobile devices, just make sure your campaign is opted in to the Display Network. Every image size that is accepted for ads on running desktop computers is also accepted for ads on mobile devices. However, to run ads on mobile apps and sites that are designed for mobile devices, your image ad size should be 320 x 50. Image ads can show as banner ads or interstitials in mobile apps — you can find the recommended sizes for each, below.

Interstitial image ads

• These are full-screen ads that tend to have higher clickthrough rates than banner ads, but may have a higher CPC. These appear as someone transitions between screens or pages in an app.

• Sizes for mobile phones: 300 x 250, 320 x 480, and 480 x 320.

• Sizes for tablets: 1024 x 768 and 768 x 1024.

Banner image ads

• Banner ads appear as a small strip or “banner” across the top of an app page or screen. They’re the most commonly used ad format for mobile. You can upload double-sized images (for example, a 640 x 100 image for a 320 x 50 ad slot) for high-resolution display devices. We’ll auto-adjust the image based on the device’s pixel density.

• Sizes for mobile phones and tablets: 320 x 50, 468 x 60, 728 x 90, and 300 x 250.

App promotion ads

• App promotion ads (formerly "click-to-download" ads) are the easiest and most effective way to drive downloads: much of the customization is done for you. You can run these ads across search and display using the App/digital content ad format. App promotion ads can be created in these types of campaigns:

• Display Network• “Ads in mobile apps”• “Mobile app installs”• “Mobile app engagement”• Search Network• “Mobile app installs”• “Mobile app engagement”

HTML 5 ads

• Tablets are an opportunity to take engagement to a new level, by adding touch to the visual stimuli. In the case of the iPad,

• advertisers need to leverage the power of HTML5 instead of Flash to create powerful visual ads. However, as shown by the

• Avatar DVD Release campaign, HTML5 ads on the iPad can be as sophisticated as Flash ads.

Mobile ads to drive calls to your business

• Call-only ads only appear on devices that can make phone calls, and the ads are designed to encourage people to call. All clicks on these ads send potential customers to call you from their smartphones.

WAP mobile ads

• WAP-enabled devices let people browse mobile websites that are specifically designed for small mobile devices. These websites are typically much simpler than the full-fledged websites you'd normally see on a desktop computer.

WAP mobile text ads:

• These ads have two lines of text, with as many as 12 or 18 characters per line, depending on the language you use. Your website URL appears on the third line, if you want to enter one. You can also add a "Call" link that allows customers to call you directly from your ad.

WAP mobile image ads:

• These ads look like whatever image file you've uploaded.

• To create WAP mobile ads, just select the "WAP mobile ad" option when creating a new ad. If you've created an image ad, your campaign will also need to be opted in to the Display Network.

Handsets display and corresponding ad images

• There are hundreds of handsets in the market and they differ by screen size and supported technologies (e.g. MMS, WAP 2.0). For color images, formats such as PNG, JPEG,GIF and BMP are typically supported, along with the monochrome WBMP format. The following gives an overview of various handset screen sizes and a recommended image size for each type

HandsetApprox Handset

Screen Size (px W x H)

Example Handsets Ad Unit Ad Size

(pixels)

X-Large 320 x 320 Palm Treo 700P, Nokia E70

X-Large 300 x 50

Large 240 x 320

Samsung MM-A900, LG VX-8500 Chocolate, Sony Ericsson W910i

Large 216 x 36

Medium 176 x 208Motorola RAZR, LG VX-8000, Motorola ROKR E1

Medium 168 x 28

Small 128 x 160 Motorola V195 Small 120 x 20

Role Of Mobile Advertising In 2015

• There are 2.4 Billion Internet users worldwide, out of which 1.5 Billion people access through their mobile devices. IN INDIA 81% of India’s population uses Mobile Phone 10% use Smartphone 9% use Multimedia Phone 3% use Tablets according to Nielsen.

• Marketing is going to be governed by the mobile, Look at the reasons why.

• Sheer Device Penetration• Micro Content• Hybrid Apps And Smartphone• Location Based Targeting

Profit through mobile ad

• Facebook 704 million dollr 2014 (34%)

Advantages of mobile advertising

Accessibility

• Most people who use mobile phones keep them handy throughout the day. This means you can reach potential customers wherever they are instead of having to wait until they log on to the internet with a computer, notice your physical sign or tune in to a broadcast. Mobile advertising follows people wherever they go and does not depend on any single location. You have round-the-clock access to your customers.

Size of Medium

• The FetchLocalCustomers webiste says that mobile advertising numbers are huge. Seventy-five percent of people own mobile phones, and 55 million of those are smart phones. Morgan Stanley predicts that by 2013, more people will access the internet by phone than by computer. If you need to market to the general public, mobile advertising offers you an effective way to reach large numbers of people.

Time Relevance

• Potential mobile customers keep their phones with them, and they keep them turned on. This means that time-sensitive messages, such as notifications of sales and special events, can reach customers with little or no delay. No other advertising medium offers this “always on” advantage. You can expect consumers to receive your message and read it at their convenience almost any time of the day.

Cost

• Mobile advertising costs a fraction of what television and radio ads cost. This means you can reach more people for less money. You can afford to send repeat messages or send new messages to remind customers of what you are offering. You can try out mobile ads for effectiveness before moving the ads to more expensive mediums.

Intimacy

• Mobile users have grown accustomed to using their phones for personal messages and conversations. If you tailor your mobile advertising messages to the expectations of mobile users, you can convey a sense of intimacy. Forming relationships with customers helps you get repeat business. You can focus on low-pressure advertising pitches and maintain a sense of friendliness with your customers.