ABC’s of MobileAd Inventory

Bridge to OfflineConsumers to Rich Media

Statistics

• 270 Million Subscribers– 19 Million Access Web Daily

• 52 Million Unique Users– 65 Million including SMS & Apps

• Nielson Mobile – 58 Million Unique Ad Views– 28 Million Actually Responded

• Average phone time 7-9 minutes• Made for purchases

– 44% for mobile, 24% for other– 24 Apps downloaded each month– 53% Click on ad– 81% Research Products– 74% Redeem coupons

• Purchasing Intent– 18-24 year olds, 9.1% vs. 0.3%– 25-34 year olds, 6.5% vs. 2.1%

Channels

• Banner Ads– Mobile is based off engaging banner ads– Ad creation must “think outside the box”

• SMS / MMS– Ubiquitous form of advertising and participation– 160 characters in text– Required double opt-in with clear call to action– Must provide alternative method for opt-in

• Coupons / Mobile Sites– Rebate & Coupon codes must permeate advertising efforts– Perfected targeted advertising

Creation and Execution

Creation• Determine target audiences and

devices• Create specific goals for campaign• Develop ad materials• Integrate with all other media and

advertisingExecution• Treat like any other marketing

strategyEvaluation• Third party analytics (BANGO)

Consumer on the go = not a lot of time

Information must be up-to-date & Relevant

Users can only shift through 3 or 4 items per page

Pick most important items from mainsite to create secondary mobile site.

PlanningThink of mobile as a catalyst for all other media. It will be the

interactive element that ties everything together.

SMS• Provide list of best practices• Connection with traditional

media?• What is/isn’t trackable &

reportable?• Specific timelines

• Resources available at agency• Specific targeting levels?

• Quantity vs. Quality• Crystal Clear Opt-In (Who,

What, Why, How, Cost, Etc)

WAP / APPS• Interactive ads• No Standard

• Brand Engagement• Less Reach

• Creative B2B practices

Tracking and Measuring

• Couple mobile metrics (Click to call / Video / Taps and Clicks / Coupon Redemption) with traditional branding and geo-targeted metrics

• Tough to compare mobile metrics to .com metrics – users expect mobile to be less

Building Loyalty

• Building on loyalty programs already in existence to develop mobile base

• Create conversation• TRUST

Legalities – Do’s

• Maintain accurate list• Ensure consumer understands stipulations• Clear writing – Explicit in terms and opt-out option• Unchecked boxes• Accurate records• Must offer value to opt-in• Disclose info handling and be consistent• Maintain opt-out list (User removed immediately)• Price listed near submit button• Disclose limits on free• Must offer another means of entry• Parental consent if under 18• Proactive on complaints / trends• Must communicated at least every 6 months

Legalities – Do Not’s

• Hide Costs• Send to people who haven’t double opted-in• Require payment to enter sweepstakes• MUST provide method for free entry

The Problems

• Still in 3G• Requires traditional channels of advertising• Lack of standards• Carriers still in innovation• Mobile penetration rates still extremely low• Mobile web usage rates still extremely low

The Perks

• Substantial audience• Responsive consumers• Uncluttered environment• Relevant information• Personalized experience