MobileAdver,singforDummies

differentformsofmobileadver,singalongthesalesfunnel

InternshipResearchProjectPeterEvers

ResearchOverview

•  Linkmarke,nggoalstoformsofmobileadver,sing

•  AIDAmodel

•  50casesanalyzed•  26variables•  1300entries

25

10

5

4

2 2

1 1 11 1

Cases:Countries

US

UK

Turkey

Spain

China

SouthAfrica

France

Portugal

India

UAE

Europe

18

12

6

6

32

1 11

Cases:Markets

Automo,ve

Food

Telecom

Radio&TV

Body&Beauty

Sports

Travel

Insurance

Technology

10

14

26

Cases:UseofMobileinternet

Onportal

Offportal

Nouseofmobileinternet

28

23

5

26

AIDA:Marke6ngGoals

AWen,on

Interest

Desire

Ac,on

11

5

44

4

3

2

11 1

1 1

AIDA:A9en6on

Bannering

Wallpapers

MobileGame

MobileContentLP

SMSGame

Video

Ringtone

QuizonLP

MobileCommunity

BrandedPhone

MobileCalendar

PrerollVideoAd

6

5

4

4

3

2

11 1

AIDA:Interest

SMSGame

SMSNo,fica,ons

Video

MMSCampaign

MobileContentLP

Bannering

MobileCommunity

BrandedContent

PrerollVideoAd

1

1

1

1

1

AIDA:Desire

Free3‐monthSubscrip,on

GameDemo

SMSGame

TextpreviewonLP

Configurator

9

7

4

3

22 1

AIDA:Ac6on

SMSNo,fica,ons

SMSGame

MMSNo,fica,ons

DealerLocator

Click‐2‐Call

Send‐a‐friend

Booktestdrive

‐ MobileBannering

‐Wallpaper

‐MobileVideo

‐GameDemo

‐MMSNo,fica,ons

‐SMSNo,fica,ons

‐MobileGaming

‐MobileContentLP

‐SMSCampaign

‐ MMSCampaign

‐Dealer/StoreLocator

MobileBannering

•  Landrover•  Pepsi•  Ford•  Hyundai•  Toyota

⏎

Wallpapers

•  Pepsi•  Ford•  Hyundai•  BudLight•  Absolut

⏎

MobileGaming

•  MTVNetworks•  Unilever•  BudLight

⏎

MobileContentLandingspage

•  Absolut•  Hyundai•  Jaguar•  Mazda

•  Toyota

⏎

MobileVideo

•  Unilever•  Mazda

•  SEAT•  Ford•  Pepsi

⏎

SMSCampaign

•  Pepsi•  HistoryChannel•  Panasonic•  Snapple•  KISSFM

⏎

MMSCampaign

•  Vodafone•  SamsungFunClub

•  Coca‐Cola•  Pon,ac

⏎

GameDemo

•  SamsungFunClub

⏎

SMSNo,fica,ons

•  Expedia•  WilliamHill

•  BP•  Renault•  Jameson

⏎

MMSNo,fica,ons

•  Vodafone•  Coca‐Cola

⏎

Dealer/StoreLocator

•  Landrover•  Hyundai•  Toyota•  SEAT•  Jaguar

⏎

Conclusion

•  Automo,veandfoodmarketsarewellpresentedinthefieldofmobileadver,sing

•  TogainaWen,on,marketeerstendtousemobilecontent(i.e.wallpapers,ringtones,videos)

•  SMSorMMSno,fica,onsaremainlyusedinac,onorientedcampaigns

Ques,ons?