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Mobile Advertising and Mobile Marketing
The Edipresse Experience
Lausanne 20 avril 2010
Marc Lamarche – Responsable Multimedia Mobile – Edipresse Digital
� Edipresse Portfolio and Traffic
� User Experience & Advertising
�Print to Mobile Interactivity through
Mobile Marketing Tools
Mobile Websites & iPhone applications: Performance in January 2010
� more than 525’000 visits
� more than 3’350’000 page impressions
LEMATIN.ch mobile drives 15% of total traffic
Edipresse Mobile Portfolio
Marc Lamarche - Mobile Monday - Bern - April 12th 2010
Free iPhone App, WebApp & Mobile Website WebApp & Mobile Website WebApp & Mobile Website Free iPhone App, WebApp & Mobile Website
FEMINA
Not free iApps
iPhone monopolizes audience
Marc Lamarche - Mobile Monday - Bern - April 12th 2010
Distribution of visits by device
manufacturers observed on
Edipresse iApp & Mobile
websites
Mobile Internet: a traffic complementary to the web’s
Marc Lamarche - Mobile Monday - Bern - April 12th 2010
Mobile Traffic
Fluctuation throughout
one day
WebTraffic Fluctuation
throughout one day
Edipresse Mobile Advertising Products
Marc Lamarche - Mobile Monday - Bern - April 12th 2010
Full-Screen Format
360 X 480 pixels
Banner Format
408 X 68 pixels
Only on
iPhone
Contextual Advertisement: where I need it and when I need it
Marc Lamarche - Mobile Monday - Bern - April 12th 2010
Enjoy your meal , then your
movie!
Geo-localized Advertising
Comin
g
Soon
Full-screen Ads & User experience
Marc Lamarche - Mobile Monday - Bern - April 12th 2010
Skippable
Clickable
� Pre-downloaded Ad saved for 2 days
� So at the next opening, the Ad is quickly displayed to
enhance user experience
� The Ad has a 3 seconds display
Users must be able to interact with the Ad
- By clicking to see Advertiser Content
- Or by skipping
Full-Screen Ads are not print Ads
iApp Ads: Have user stay in your application
Marc Lamarche - Mobile Monday - Bern - April 12th 2010
User browses the advertisement pages,
then he can go back to the iApp Content
iApp Frame
iApp Frame
Advertisement
XHTML Content
Print to Mobile Interactivity through Mobile Marketing tools
Marc Lamarche - Mobile Monday - Bern - April 12th 2010
SMS
Users send a SMS to receive a SMS back with a clickable urlSMS
Code Scanning
Users scan codes to be sent to mobile websites
Some ways to make print Ads interactive, and to track them…
Image recognition
Users take pictures of Ads to be sent to mobile website
Mobile Marketing: QR Codes (Quick Response Code)
Marc Lamarche - Mobile Monday - Bern - April 12th 2010
In Japan, QR Code is the nr.1 tool to reach Advertisers mobile Websites
Marc Lamarche - Mobile Monday - Bern - April 12th 2010
Mobile Marketing: QR Codes (Quick Response Code)
Marc Lamarche - Mobile Monday - Bern - April 12th 2010
Business Case: Mobile Sport Live campaign, October 11th, Fall 2009
Business case Results
Marc Lamarche - Mobile Monday - Bern - April 12th 2010
1000 hits equals 1000 visits….
Benefits from interactive Print Ads
Marc Lamarche - Mobile Monday - Bern - April 12th 2010
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Advertiser can track
interactions on a continuous
basis and so assesses the
various performances of his
ads
Data collection
SMS
User interacts with the
advertiser to take
advantage of commercial
offers (couponing, sales,
services) or contests
Tracking & Statistics Interactivity Direct Marketing
Thank you!
Marc Lamarche - Mobile Monday - Bern - April 12th 2010
Marc Lamarche
+41 79 817 75 28
Avenue de la Gare 33
1001 Lausanne
http://edipub.ch/publiez-votre-annonce/guide-produits/mobile