Quattro Wireless Wow Of In App Advertising
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The WOW of Mobile App Advertising
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WHY?HOW?WHAT?
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WHY?
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Consumer Profile: Weekly Mobile App Users
Advertising keeps me up-to-date
on products I would like
to have
53% agree
I frequently will search for more
information about a product with my mobile
49% have requested more
information about a product
with their mobile
If I could make a purchase with a
single click on my mobile, I would use
it in the store and at home
63% agree
Source: Insight Express, Digital Consumer Portrait, 2009
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Many Opportunities to Reach and Engage
More than 1 Billion global ad requests in Q2 (lots of opportunity to deliver a message!)
8.5x the click rate vs. online advertising
(and app users are influencers, so each message and click has even more impact per dollar)
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Sources: comScore; Insight Express, July 2009 Mobile Phone Users
22 Million Weekly Mobile Web Users
0%
5%
10%
15%
20%
25%
30%
35%
55-64 yrs old
45-54 yrs old
25-44 yrs old
18-24 yrs old
I get more of my news from my mobile phone now than any other source
I use my mobile phone more than I use a computer to browse the Internet
The mobile Internet is my preferred way to receive information
Remember, App users are also
mobile web users!
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Mobile Drives More Purchase Intent than Online
Source: Insight ExpressNote: Delta calculations based on overall exposed percentages (minus control)
Respondents: Mobile N = 47,658, Online N = 513,973
10.7
9.1
16.5
8.6
10.5
2.02.7
4.9
2.22.7
UnaidedAwareness
AidedAwareness
Ad Awareness BrandFavorability
PurchaseIntent
Mobile Norms
Online Norms
BRAND METRICSMobile versus Online
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Why Such High Impact?
Users spend significant time in their favorite apps = More opportunity to see your message
Many applications capture location data (with user consent) = Enhanced targeting for close-to-purchase impact
100% share of voice = no competition for attention
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HOW?
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Sight, Sound, Motion!
Expandable Ads can Slide, Fade
or Flip
Photo Gallery to Highlight
Product Features
Leverage Video assets from TV
or online to Increase
Engagement
Example from mobile web,
can run in-app as well
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Custom Integration with Persistent Branding (WHERETM)
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Launch App CloseInterstitial
100% Share of Voice with Custom Rich Media Integration (WHERETM)
Click to site
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From Ad View to Booking Room a Few Clicks
Banner Click 3Click 2Click 1
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WHAT?
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The Three-Step App Advertising Success Plan
1 Define your mobile objectives
2 Create your media plan
3 Measure and optimize
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Define Objectives
Integrate mobile into your plan
Leverage mobile-specific behavior and device capabilities
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Create Your Media Plan
1. The Right Apps: based on insights about your audience and clearly defined mobile app objectives
2. The Right Opportunities: create custom programs on desirable apps to effectively impact consumers
3. The Right Creative: from banners to full screen experiences and dynamic creative to ensure deeper engagement
4. The Right Destination: be sure to include a mobile optimized landing page to create a seamless consumer experience
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Measure and Optimize
Continually optimize to increase campaign impact
If you’re promoting your own app, use conversion tracking from your direct-to-download ads
At conclusion, request fully transparent reporting on your media buy to continuously improve campaign results on mobile and across channels
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Print out this handy cheat
sheet….