Jo Garcia: Making Mobile Marketing Work

CONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARY

The Mobile Internet: There’s a bandwagon, so why not jump on it?1st December 2010

Jo Garcia - Velti

1

CONFIDENTIAL & PROPRIETARY

1 Snapshot of the market -Brands


Are YOU ready for it?

Some web giants

have adapted well to

mobile


No.


But then – who is?

Total Unique Visitors

Site rendered for

mobile

Amazon Sites 787,202 YES

Home Retail Group 161,362 No

Play.com Sites 145,169 No

Dixons Stores Group 54,750 No

Wal-Mart 49,871 No

John Lewis Partnership 47,077 No

HMV 40,866 No

Arcadia Group Limited 37,371 No

GAME Group PLC 37,155 No

Marks & Spencer 36,671 YES

NEXT Group 30,769 No

Boots Plc 27,718 No

IKEA 26,433 No

Comet 23,745 No


Mobile Design


2 Snapshot of the market -Audience


Mobile web set to overtake fixed internet

Source: Morgan Stanley 2010


UK Mobile Marketplace – Ad Expenditure

2009 £36.7m

Mobile Display

Advertising £17.4m

Paid for search on

Mobile Internet £20.2m

2008 £28.6m

Mobile Display

Advertising £14.2m

Paid for search on

Mobile Internet £14.4m

IAB & PwC research

Top 5 display ad categories:

Entertainment & Media - 61.5%

Telecoms - 14.7%

Finance - 8.1%

Consumer Goods - 3.2%

Government, social & political -2.7%


Mobile Search

1

2

3

Mobile search has increased 500% in 2 years

PPC campaigns offer better value than desktop

Targeting is more precise on mobile 4

51% of mobile browsers use search


Mobile minutes spent online in UK


A growing audience - increased daily usage

18.9m

monthly

Source: GSMA MMM, Appetite survey

heavy users

7.6m

(40%)

light

6.4m (34%)

medium

4.9m (26%)


Increased engagement opportunities

Mobile

Internet

Usage

5

< 5 minutes

23%

5 minutes

77%

Appetite survey


Increased engagement opportunities

77%

TV & PC 517%

PC+MOB

29%

TV+MOB

Appetite survey

22%

TV+PC+MOB


3 Snapshot of the market –Best practice in mobile advertising


Ad Formats - static

BANNEREDITORIAL INTEGRATION

TENANCY LINK


Ad Formats – pre-roll


Ad Formats - Expandables


Ad Formats – In-app


Ad Formats - Dynamic


Ad Formats - Creative


4 Snapshot of the market –Best practice in mobile search


Mobile Search is Different...

ABC RestaurantFine dining for any occasion.Fresh, organic ingredients. www.abcfood.co.uk

ABC RestaurantFine dining for any occasion.Call us now to reserve a table!

020 7031 1000

ad slots ad slots

http://www.easytplanner.co.uk


Local drive to Mobile Search

Walk into a store

Get driving directions

33% of all search queries have local intent

15% of iPhone applications are local

Series 1, 2007, 18.9

Series 1, 2008, 61.3

Series 1, 2009, 134

Series 1, 2010, 215.3

Series 1, 2011, 329

Series 1, 2012, 486

Users of mobile-local services (millions)


Unique Feature – Click to Call

restaurant

Paolo’s Italian Restaurantwww.paolositalian.co.uk Fine dining for any occasion. Featuring organic and fresh ingredients.01342 945547- 20 London Road, East Grinstead, West Sussex, RH19 2TA

Sussex restaurant reviews

Find the perfect restaurant. Hours, reviews, directions & more. Book a table and read …

restaurant

Advertisers who use click-to-call get a 5-10% increase in CTRs

CTC provides a safety net and doesn’t cannibalize URL clicks


Unique Feature – Click to Download

Promote Apps with mobile search:

Link directly to the download page forApple App Store and Android Market


5 Case studies


Directgov


Banners


M&S

30

M&S m-site 1.2m visitors and 13,000 orders since launch

10million page views and 13,000 orders from the site

One single order of £,3280 – 2 sofas!


Less of the bandwagon – Let’s make our bed!

31

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Jo Garcia: Making Mobile Marketing Work

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