The Mobile Advertising Company Mobile Advertising : a key opportunity for Advertisers ? The best of...

The Mobile Advertising Company

Mobile Advertising : a key opportunity for Advertisers ?

The best of Wireless – May 3rd 2006

Marc-Henri MAGDELENATCo-Founder

ScreenTonic SA – 4 bis, rue St Sauveur 75 002 France + 33 (0)1 44 76 89 01Contact : Marc-Henri MAGDELENAT – [email protected]

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Agenda

• ScreenTonic overview

• A key opportunity for Advertisers

• Case study

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The Mobile Advertising CompanyScreenTonic : Provide Advertisers with the best tools tocommunicate to their clients and prospects with a mobile phone

Mobile Marketingwhat to communicate

Mobile Marketingwhat to communicate

Advising, conceiving and carrying out mobile marketing campaigns for brand names, retailers...

Advising, conceiving and carrying out mobile marketing campaigns for brand names, retailers...

promotional marketing (interactive games...),

relational marketing (information, development of customer loyalty...),

interactive marketing (internet mobile website with information, games...).

promotional marketing (interactive games...),

relational marketing (information, development of customer loyalty...),

interactive marketing (internet mobile website with information, games...).

Mobile Media how to reach

Mobile Media how to reach

Leveraging the mobile medias to reach customers and prospects

Leveraging the mobile medias to reach customers and prospects

SMS, MMS direct marketing

Paid-for links on major wap sites, portals

Paid-for links on mobile search engines, shopping engines

SMS, MMS direct marketing

Paid-for links on major wap sites, portals

Paid-for links on mobile search engines, shopping engines

Brands

Agencies Partners

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Promotional event with one carrier

Promotional event with one carrier

ScreenTonic Mobile marketing : some examples

Text to win + mobile internet siteText to win + mobile internet site Inscription + Push campaignInscription + Push campaignMobile internet siteMobile internet site

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The Mobile Advertising CompanyScreenTonic Media :The First Mobile Advertising Offer in Europe

Sponsored links Ad words (search engines)

123 sonneries

Advertisers’ site

Ad banners

Advertisers’ site

Advertisers’ site

SMS / MMS pushSMS / MMS push

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Agenda



• Case study

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The mobile phone is part of the everyday life of your consumers.

• They talk on the phone hours each month

• They send & receive SMS several times everyday

• They take pictures with their mobile phone

• They use mobile internet more and more each day

• They play and download more and more sophisticated games

• They chatt with their community

• And ……………

Mobile ringtones sales are superior to singles sales(volume & value)

Mobile ringtones sales are superior to singles sales(volume & value)

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The mobile phone : the ideal medium ?

• Individualy talk to your consumer, with a highly personal device

- The only medium which belongs to the individual, not to the household

• Always « on » in the pocket of your consumer- A mobile phone is « on » 16h a day

• Reach your consumer exactly when needed- 95% of the SMS are read

- A SMS/MMS is read within 10 minutes after reception

• Interact with your consumer- SMS / MMS

- Mobile internet

« Mobile Phone will soon become the most important media » Andrew Robertson, OMNICOM CEO

« Mobile Phone will soon become the most important media » Andrew Robertson, OMNICOM CEO

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A pervasive tool, a powerful media

Indispensable daily toolIndispensable daily tool

a unique mediaa unique media

Endless opportunity to interact

Endless opportunity to interact

Buying at vending machine

Buying at vending machine Payment in

supermarket

Payment in supermarket Content download triggered by

posters / CD cover

Content download triggered by posters / CD cover

• Personal tool,

• Everywhere, always on

• Associated with strong values (innovation, communication...)

• interactive (push + pull)

• Multi-media (sound, picture, text, video...)

• Mass reach

• Personal tool,

• Everywhere, always on

• Associated with strong values (innovation, communication...)

• interactive (push + pull)

• Multi-media (sound, picture, text, video...)

• Mass reach

• Communication (voice, sms, mms, e-mail, chat, msn...)

• PIM (agenda, contacts, payment, loyalty cards,...)

• Multimedia (music, videos)

• TV device

• Web browsing

• Free time (games, browsing...)

• Communication (voice, sms, mms, e-mail, chat, msn...)

• PIM (agenda, contacts, payment, loyalty cards,...)

• Multimedia (music, videos)

• TV device

• Web browsing

• Free time (games, browsing...)

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Why the mobile phone will become a mass media

QualityQuality

- SMS- Wap - Colour- Photo

- SMS- Wap - Colour- Photo

- Video / streaming - M-coupons- M-commerce- Others...

ReachReach

- Mobile penetration- Mobile Internet penetration- Usage

- Mobile penetration- Mobile Internet penetration- Usage

A must for the advertisersA must for the advertisers

massrelevance

Offer a new service, enrich the relationship with the

customer, one-to-one, create loyalty…

Offer a new service, enrich the relationship with the

customer, one-to-one, create loyalty…

Reach a significant audience through a daily, personal tool,

and associate the brand to the mobile image and values,

generate sales

Reach a significant audience through a daily, personal tool,

and associate the brand to the mobile image and values,

generate sales

The benefits :• Interactivity• personalisation• In mobility• ubiquity• Geolocalisation• Pull /push

Advertisers are looking for new media

mediaService

The agility of the Internet, the reach of televisionThe agility of the Internet, the reach of television

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From promotion to branding…

1) sms : a new trade marketing media

- Interactive operations

- New, different,

Remains a « non strategic » media, with low volumes

2) The mobile, key component of major operations

- Create proximity

- Anywhere, at any time

2002 2003 2004

3) The mobile Internet, as a branding tool

Mobile is not only a promotion or gaming tool but is part of the communication strategy of the brand, as a closer link to the consumer

Accueil

Télécharger le logo

Découvrir Enjoy Light

Le mot de Kenzo Takada

infos légales

Carrefour 40 millions products

2005

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The mobile phone will surely become a must for brands

1) From simple presence to a real long term strategy

• Take advantage of the mobile benefits (push pull, one-to-one…

• Enrich the brand with the mobile image (innovative, young, attractive)

• Offer real value added services to the clients

• Enrich the customer relationship

3) Bring new experiences

- MMS push

- Wap push

- Vidéo

2005

Venez essayer gratuitement la

nouvelle gamme Juicy wear de Lancôme.

Cliquez sur Lancôme

MMS (wap push)

2) Bring a real reach through the operator portals

Operator portal

Prospection

-SMS

-MMS

Prospection

-SMS

-MMSLoyalty

Personalised wap sites

-SMS

-MMS

Loyalty

Personalised wap sites

-SMS

-MMS

Animation

- Games & promotions

- Goodies

Animation

- Games & promotions

- GoodiesInformation

-wap

-Geoloca-lisation

Information

-wap

-Geoloca-lisation

2006

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Agenda



• Case study

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Deliver the right offer at the right time : Dockers

• A specific promotional offer : « Buy a Dockers trousers, get a free camera »

• Dockers stores are only available in 19 towns.

• They choose the SMS to inform the appropriate target :

- Men

- 25 – 40

- Living in one of the 19 towns

• The SMS was sent on a Saturday at 11:30.

• « Les 10 000 appareils photo jetables que nous avions prévus pour l’ensemble de l’opération ont été distribués dès les premiers jours »Karim Bouhajeb, Directeur Marketing Dockers France in Commerce magazine Dec – Janv 2003

XCLU ! 1 pantalon Dockers

acheté = 1 appareil photo

offert. Liste des magasins participants 0123456789

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Increase loyalty among users : Mc Donald’s

Results Results

Average return rate above 30% Average return rate above 30%

Detailed operationDetailed operation

Program presented in restaurant Subscription by SMS or Web Each subscriber has a unique code : Subscription with preferences

Regular restaurantSexeAge

Preferences can be modified Offers sent by SMS. Offers targeted SMS coupon : « To get yout Mc Vip reduction, show your SMS »

Program presented in restaurant Subscription by SMS or Web Each subscriber has a unique code : Subscription with preferences

Regular restaurantSexeAge

Preferences can be modified Offers sent by SMS. Offers targeted SMS coupon : « To get yout Mc Vip reduction, show your SMS »

Objective Objective

Increase Traffic & loyalty among users Increase Traffic & loyalty among users

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The Mobile Advertising CompanyCustomer’s Case : NikeProduct launch

Objective Objective

Reach the 15-24 year old in an innovative manner to promote the new Nike Free concept and create a buzz.

Reach the 15-24 year old in an innovative manner to promote the new Nike Free concept and create a buzz.

Mobile Strategy Mobile Strategy

Develop a wap site presenting the concept Nike Free, offering to download videos, freebees (logos, ringtones), enabling to find the nearest store through LBS. Ad banners on Orange World portal promoting the wap site

Develop a wap site presenting the concept Nike Free, offering to download videos, freebees (logos, ringtones), enabling to find the nearest store through LBS. Ad banners on Orange World portal promoting the wap site

Results Results

6 weeks campaign 743 224 ad pages displayed

6 weeks campaign 743 224 ad pages displayed

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The Mobile Advertising CompanyCustomer’s Case : CitroënCar Manufacturer promotion

Objectives Objectives

Generate qualified leads to car dealers Create proximity with clients and prospects Recruit and qualify mobile numbers

Generate qualified leads to car dealers Create proximity with clients and prospects Recruit and qualify mobile numbers


Use Internet newsletter to recruit and qualify mobile numbers (instant win + free logos)

Create Mobile Internet site with exclusive content Create SMS push program and drive traffic to Mobile

Internet site Promote mobile internet site through mobile advertising

(in the sections : logos / promotions / sports news)

Use Internet newsletter to recruit and qualify mobile numbers (instant win + free logos)

Create Mobile Internet site with exclusive content Create SMS push program and drive traffic to Mobile

Internet site Promote mobile internet site through mobile advertising

(in the sections : logos / promotions / sports news)

ResultsResults

Exceeded expectations Exceeded expectations

Sponsored links

Rallye Citroën

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The Mobile Advertising CompanyCustomer’s Case : Alien vs Predator (20th FOX) Movie promotion


To make an event of the launch of the movie Alien vs Predator by using the most popular tools (mobile phone) used by the targeted audience (15-25 year old)

To make an event of the launch of the movie Alien vs Predator by using the most popular tools (mobile phone) used by the targeted audience (15-25 year old)


Using all available mobile media to promote the event : Mobile internet site : film preview and interactive vote to

elect the winner of the deadly fight ! Bouygues telecom: vocal adverting to mobile users SFR (PromosLive) : game promoting the movie Orange World : advertising link directing towards the

mobile site.

Using all available mobile media to promote the event : Mobile internet site : film preview and interactive vote to

elect the winner of the deadly fight ! Bouygues telecom: vocal adverting to mobile users SFR (PromosLive) : game promoting the movie Orange World : advertising link directing towards the

mobile site.

Play to win movie tickets

Cinéma

New moviesLook for :<A movie><A cinema>--- Ad ---Alien vs Predator------------<Gallery<Ad to my selection

ResultsResults

Mobile campaign exceeded expectations : 7 times more effective (number of hits generated) than the internet media investment

Mobile campaign exceeded expectations : 7 times more effective (number of hits generated) than the internet media investment

Audio campaign

Sponsored links

Promotional link

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Promote movie through Promote movie through

Mobile StrategyMobile Strategy

Ad banners on Orange World XHTML potal in the « news » and « movies » sections

Clic on banners triggers download of movie preview

Ad banners on Orange World XHTML potal in the « news » and « movies » sections

Clic on banners triggers download of movie preview

ResultsResults

2 week-long campaign 210 441 ad pages displayed

2 week-long campaign 210 441 ad pages displayed

Customer’s Case : Hide & Seek (2Oth Century Fox) Movie video preview

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The Mobile Advertising CompanyProcter & Gamble :Head & ShouldersGame download

Objective Objective

Reach 18-25 tear old men Reach 18-25 tear old men

Mobile StrategyMobile Strategy

Develop a mobile Java F1 game branded by H&S Best players could win a F1 training course Promote the free download through sponsored links on Orange World in the « Sport » section Promote the free download through ad words on Orange search engine (words selected: sport, auto, video games)

Develop a mobile Java F1 game branded by H&S Best players could win a F1 training course Promote the free download through sponsored links on Orange World in the « Sport » section Promote the free download through ad words on Orange search engine (words selected: sport, auto, video games)

ResultsResults

2 week long campaign 12 000 games downloaded According to a study conducted by Ipsos institut among the persons exposed to the campaign, the H&S brand gained 30% in notoriety. 24 % of 18 to 25 yera old men having downloaded the game declared being ready to buy products from H&S brand.“This experience will serve the whole group. We came to realize that mobile had a real marketing potential” declared Gérald Saada, chef de produit H&S.

2 week long campaign 12 000 games downloaded According to a study conducted by Ipsos institut among the persons exposed to the campaign, the H&S brand gained 30% in notoriety. 24 % of 18 to 25 yera old men having downloaded the game declared being ready to buy products from H&S brand.“This experience will serve the whole group. We came to realize that mobile had a real marketing potential” declared Gérald Saada, chef de produit H&S.

Jeu F3 Gratuit

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Sephora : Use the medium of your core target

The Mobile CampaignThe Mobile Campaign

Targeted Direct marketing campaign : MMS ; with a specific offer : Show your MMS in your Sephora store and receive a special Gift

Mobile audio campaign on Bouygues Telecom Spot offer

Targeted Direct marketing campaign : MMS ; with a specific offer : Show your MMS in your Sephora store and receive a special Gift

Mobile audio campaign on Bouygues Telecom Spot offer

Objective Objective

Awareness & traffic building of the new Sephora PiiinK range (Pretty, Irresistible, Intelligent, Incredible, Nice, Kute) !!!

Awareness & traffic building of the new Sephora PiiinK range (Pretty, Irresistible, Intelligent, Incredible, Nice, Kute) !!!

MMS :MMS :

Results Results

Not available yet. Campaign still running Not available yet. Campaign still running

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Nike : Secret weapon in your hand !

The Mobile CampaignThe Mobile Campaign

Targeted Direct marketing campaign : MMS video send to the appropriate target

Targeted Direct marketing campaign : MMS video send to the appropriate target

Objective Objective

Awareness & buzz creation for the new campaign : Scret Weapon

Awareness & buzz creation for the new campaign : Scret Weapon

Vous avez reçu un nouveau message. Voulez-vous le lire maintenant.OK

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Major brands are investing the wap space

Product showcaseEvent promotion Corporate communication Corporate site

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Thank you for your attention

ScreenTonic SA – 4 bis, rue St Sauveur 75 002 France + 33 (0)1 44 76 89 01Contact : Marc-Henri MAGDELENAT – [email protected]

The Mobile Advertising Company Mobile Advertising : a key opportunity for Advertisers ? The best of...

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