MOBILE BANNER ADS

Course Faculty: Mrs Yasmin Malik

Venue: IBA City Campus, Karachi

Course Start Date: Spring 2012 (Feb 1)

MIS553: Mobile Marketing Strategies

Ad Opps with Banner AdsCHANNEL DESCRIPTION ADVERTISING OPPORTUNITY

Mobile Web/Internet •A channel for delivery of web content

•Mobile context is characterized by the nature of personal info (blog updates, travel info, news etc.)

•Constraints: screen size, keypad input, location and connection type e.g. WLAN/3G)

Banner ads + text ads on mobile or branded websites (often “portals”)

Good For:

Driving users to a mobile web site/portal

Lead generation

Direct Sales & Branding

Mobile Applications •Software/content for download or pre-installed on OEM handset

•E.g: games, news readers, lifestyle tools

•Constraints: need appropriate handset and mobile data plan/package

Ad placement within applications (e.g. banner “splash” pages) or within branded applications

Good For:

Driving users to a mobile web site/portal

Branding/CRM

Mobile Messaging

(Source:

Mobile Advertising Overview 2009,

www.mmaglobal.com)

Includes SMS and MMS

Available to almost all mobile phones and does not require a special data package hence ideal for reaching most mobile users

SMS: limited to text

MMS: images, audio and video

Text ads (SMS/MMS)

Banner ads (Text of image based)

Splash Pages (usually animated MMS)

Good For:

Driving users to a mobile web site/portal by clicking link within the SMS (ref Boots)

Branding/CRM

Interactive Dialogue (Voting, polling)

Mobile Banners & Display

As with traditional banners, mobile banners are graphics placed on a Web page (mostly graphical but they can be text/graphics based)

After click-through, the user is linked to a specific offer or full page ad or a mobile website (usually a portal designed specifically for that campaign)

Mobile site owners agree to show the ad on their sites in return for payment from the mobile ad network

Earning Revenue: Mobile Pay Per Click (MPPC) text/image ads that are similar to traditional pay-per-click (PPC) offered by online search engines

Mobile ad impressions can also be purchased on a Cost Per Thousand (CPM) basis

Although ads can be included on any mobile site, mobile ads are most commonly included on mobile news and information portals, social networks or “traditional” portals (Yahoo!, MSN, AOL) and gaming sites

As we have seen in the “Mobile Portals” session, the above is coupled with heavy investment into the development and update of mobile websites in this category in order to monetize the heavy mobile traffic anticipated to make use of these sites

“On-Deck” vs “Off-Deck” Mobile Advertising On and Off Deck are fundamentally different and should not be confused As discussed, many MNOs have a mobile “home page” that is configured to work well with their

subscribers’ mobile browsers The Operator’s portal is also known as the Carrier’s “Deck” or “On-Deck” mobile website and

provides a variety of links to branded, mobile-specific external sites to make it easier for subscribers to navigate

On-deck web access is Web access that the MNO provides through a branded portal (also known as a WAP deck) sometimes also known as a “Walled Garden”

Most MNOs provide subs with a menu or “deck” filled with the Operator’s own content that has been supplied through deals made with news organizations, record labels, TV networks and other content providers

Off-deck Web access is access to the Web at large through a mobile browser that the Operator does not control

The crucial difference: to be included on an Operator Deck, you have to work with the Operator or one of its agencies to place your banner ads– whereas for off-Deck mobile Web, all you need is a website that a mobile browser can access

“Off-portal” or “Off-deck” sites include Yahoo!, Facebook, BBC, Sky News etc. Despite the fact that a lot of mobile Web traffic is moving off-Deck, being listed on an Operator’s

Deck can be an important way for mobile marketers to drive traffic to their mobile offerings Placement on an Operator’s first page can result in downloads of between 50-90% more than

when promotion is done in other places Brands that want to take advantage of Operators being able to serve ads on specific

demographic info about their subs etc. must work directly with the Operator Operator dominance once again!

Banner Ad MMS Creatives with Poor Scaling Dimensions

MMS Creative (I) scales down well down to 180x180 but at smaller dimensions, text and details are lost

Source: www.mmaglobal.com

Banner Ad MMS Creatives with Good Scaling Dimensions

MMS Creative (I) scales down well down to 180x180 as well as 120x120as the image remains clear over a range of dimensions

Source: www.mmaglobal.com

Image Banner Ads Examples

Source: www.mmaglobal.com

Image Banner Ads Examples

How To Buy Advertising on the Mobile Web?

Some Operators and publishers that have mobile web sites/portals will sell mobile ads directly

Others will allow their inventory to be sold by a third party either as a premium inventory or as part of a mobile ad network

The biggest difference between buying Mobile Web display ads and Internet display ads: Mobile Web ads are not sold by unit size

Reasoning: sizes and resolutions of mobile screens vary and hence the way content will look on different phone screens will vary

As a result: many publishers and ad networks will ask you to provide multiple versions of your banner creative with your Mobile Web campaign

Measuring the Success Of Banner Ads

Main measurements of success are: 1. Impressions2. click-through rates (CTRs)

Impressions: Also known as “page views” or the number of times that an ad is

shown This is the number of times a particular Web page has been

requested from the server Advertisers are interested in page views because they indicate the

number of visitors who could have seen the banner ad Although they don't measure the effectiveness of a branding

campaign, they do measure how many visitors were exposed to it The most common way to sell banner ad space is cost (usually in $)

per thousand impressions, or CPM (In roman numerals, “M” equals a thousand)

Measuring the Success Of Banner Ads

Click-through Rate: The click-through-rate of an advertisement is defined as the number of

clicks on an ad divided by the number of times the ad is shown (also known as impressions), expressed as a percentage

For example, if a mobile banner ad is delivered 100 times (100 impressions) and receives one click, then the click-through-rate for the advertisement would be 1%

Generally, a click-through-rate of 2% is considered very successful

However, most campaigns register an average of 0.2-0.3%. Advertisers typically pay more for a high click-through-rate which should ideally be linked with resulting high purchase rates

Others measure of success include: conversion rates (click-to-call, click-to-

action, click-to-mobile web site) i.e. how many subscribers called the brand contact centre, how many requested a brochure, how many clicked through to a special mobile site