PROM 2010 - Mobile Ad ProposalPROM 2010 - Mobile Ad Proposal
MobileMobileAdvertisingAdvertising
Tapping into the power of reach across multiple mobile Tapping into the power of reach across multiple mobile networks and platforms designed to deliver resultsnetworks and platforms designed to deliver results..
Reach a young generation of consumers – anytime, anywhere, on any device.
Who are Teen Trendsetters?Young mobile consumers, ages 13-17, who use their phones for more than just calling and texting.Early adaptors of current and up and coming mobile content and consumption trends.
Why advertise on Mobile?7.3 Million unique users (12% reach) ages 13-17, consume content on the mobile Web.
Teen trendsetters are tech-savvy and prefer to use their mobile phones to do their networking and communication.
Teens play and download games, music, video and other entertainment and media content. They also frequently use social networking sites, fun/comedy content applications and photo-sharing sites – all on their mobile devices.
Teens are three times more receptive to mobile advertising.
The Solution: Variable Mobile Ad Rotation PackageReaching 12% of all 13-17-year-olds on the U.S. mobile Web.
Nielsen Mobile Index for Age 13-17: 20958.4% Male / 41.6% Female24.7% Hispanic Origin17.2% Black/African-American
TEEN PROFILE
Sources: Nielsen Mobile Q2 2009. comScore M:Metrics 2009. Nielsen Research 2008; Packages are built using Nielsen Mobile’s composition index for Platform-A’s mobile publishers that over-index for specific audiences and are updated frequently in order to optimize composition; therefore, available impression counts are expected to fluctuate from month to month.
CPM OPTIONSPremium ATF and BTF mobile display ad units that expand upon user interaction are available across various networks.
CPM Option - $5.00 - $10.00 (depending on rich media or standard units)Mobile Inventory Examples: CW Network, MySpace, Perez Hilton, Fandango, Tiger Beat, MocoSpace, Elle Girl, Access Hollywood, Cellufun, etc.
Creative Examples:• SMS capture in banner• XML Product Feeds• Click to Google Maps (closest David’s Bridal) • Promotional to drive store visits• Expandable banners (with video)• Geo Targeting by ZipCode, Content & WIFI• ‘Follow’ Davids Bridal on Twitter • Post David’s Bridal content on Facebook
SMS ADSUtilizing networks like 4INFO, MoVoxx and other SMS Channels, the SMS campaign delivers SMS interaction and SMS to WAP click off conversions to engage with the campaign, register and sign up for additional offers and specials.
SMS AD PLACEMENTS
IMPRESSIONS:SMS impressions based on a budget of $25,000 can deliver 1,666,666 impressions running advertising across teen targeted channels.
In addition, other SMS features to aid in conversion include blasts to those opt-in customers.
Marketer Benefits Connect your brand with consumers, on-the-go, anytime. 59% of iPhone users recalled seeing mobile advertising in Q1
2009 (compared to 38% for non-iPhone users).
1 in 2 iPhone users recall seeing a mobile ad state that they responded in some way.
Over 1 in 4 iPhone users who saw mobile advertising bought something as a result.
Because nearly all of the iPhone’s capabilities—other than the phone—are mirrored in the iPod Touch, the total reach for iPhone's is wider than just iPhone owners.
Advertising OpportunityPremium above and below-the-fold mobile display ad units and
text links with capability to click-through to WAP sites, click-to-call, email, video, rich media or opt-in to SMS/MMS campaigns.
AIMAIM for iPhone lets users stay connected
with the people they care about right on their iPhone or iPod Touch.
CAMPAIGN OVERVIEWFLIGHT: January – February 2010BUDGET: $20-30K gross over two monthsCPC: $0.10* maximize traffic while maintaining frequency cappingGoal: Optimize to run at $0.05 per clickImpressions: ~ 25MEstimated Clicks: 250KCTR: 1% assumption
CONVERSION METHODS: include the following tactics1) User Registration2) Click to WAP (mobile landing page)3) SMS Capture4) Drive in-store Traffic via Store Finder and web traffic to online site.
The campaign running across the available networks can target any single device, platform or carrier. For the iPhone, campaigns can also be targeted to the city and state. In addition, with network or device targeting, the campaign will be optimized through the flight to adjust carriers and devices to ensure optimal click through. EX: Run the PROM campaign on ATT non-smartphones plus iPhone only.
MOBILE AD CAMPAIGN: PROMQWASI recommends using a blended approach for the David’s Bridal Prom Campaign. The campaign would run January through February 2010 and will deliver new users to the PROM platform.
APPROACH:QWASI will utilize a blend of networks to reach the desired audience: Female Teens 13-18 (with a desired age range of 15-18).
DEDICATED ACCOUNT MANAGER:In order to fully optimize the campaign, the QWASI dedicated Account Manager will conduct weekly calls with client to review campaign results and discuss action plans.
NETWORKS:Networks being used include but are not limited to the following: AOL Mobile, Advertising.com, Millennial Media, 4INFO and AdMob.
LAUNCH YOUR MOBILE ADVERTISING TODAYIt’s easy to start communicating over the mobile channel. Our account services team will target your ad buy overtargeted channels and networks to reach the best audience.
PROCESSOnce the contract is reviewed and executed, a new campaign could be launched in just a few days. Mobile advertising campaigns are pre-paid and QWASI’s fees are included in the standard 15% agency fee to create, manage and optimize the campaign. The dedicated account manager will conduct weekly calls with the client to review the campaign and strategies to optimize future results.
GET MOBILE
Set-Up CampaignSet-Up Campaign
Create & TestCreate & Test
LaunchLaunch
ContractContract
Days 2 - 3Days 2 - 3 Days 3 - 4 Days 3 - 4 Day 5 (or sooner)Day 5 (or sooner)Day 1Day 1
Mobile Definition: mo·bile (mō bēl ) - Remote, portable, fluid, capable of rapid ′change, on-the-go. QWASI powers solutions to reach today’s mobile customer.
CPC – cost per paid click throughCPM – cost per thousand (based on 1,000 impressions)CPA – cost per action (per registration or sale)Mobile Blasts - target customers with mobile messaging (text messages)Keyword Campaigns - allow customers to text a keyword to get info by SMSMobile Coupon delivery - send promotional offers to promote redemptionVoting/Polling - gives users a forum to participate and provide feedbackMobile Search - power interactive search such as product or store locatorText-to-Web - through an API, post messages originated via SMS & post to webRingtones - send customers a branded ringtone to increase brandingText Alerts - keep people in-the-know, on-the-goText-to-Win - sweepstakes and promotions by text message participation Two-Way SMS - interactive messaging to power new campaigns & promotionsWAP - mobile-optimized site formatted for best viewing across various phones
QWASI’s full suite of services takes business mobile.Since 2005, QWASI has consulted, developed and executed mobile strategy and solutions for Ad Agencies and Blue Chip Companies including AAA, COX, Lee Enterprises, NRT, Prudential, Quicken, QVC and launched several thousand mobile campaigns.
