is mobile the great marketing enabler…?
Mark ShawGeneral Manager, Media Smart
Sensis Pty Ltd
what’s unique about mobile?
personal, convenient
…our best friend
massive audience and growing
measurable and accountable
mobile supercharges traditional marketing… it’s the glue that brings it all together
powerful targeting capabilities
consumer trust must be earned
it’s real and getting results today
but what else about mobile?
australians & mobile web
what are we using mobile web for?
mobile supercharges traditional marketing
interaction rate around 30%‐
downloads, competition entries, click to call
search has taken off
banner ads far‐exceeding expectations
extension of customer experience
…the glue that brings it all together
appropriate for the site and the expected audience
never interrupt the ability to use the phone’s functions
consider frequency capping of ads
adhere to regulations re advertising to children, anti‐spam and privacy
consider file size sensitivity
earning consumer trust
powerful targeting capabilities
target according to:
age
gender
location
household income
‘mosaic’
profile
time of day
impact of age on mobile interaction
Need footnote
BigPond Portal ‐ CTR by Age
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
1.8%
12‐17 18‐24 25‐34 35‐49 50‐64 65‐
Click thro
ugh rate
Source: MediaSmart®
Sugarcube
January 2009 (Identifiable Telstra BipPond
Portal Audience)
mcdonald’s
chicken choices
1,322,800 ad impressions
1.01% click through rate
3,019 video downloads
12,824 competition entries
most popular with: • 12‐17s & 18‐24s• females • $20‐60k, $250k+ household income
ubisoft’s
hawx
game
560,364 ad impressions
1.55% click through rate
2,303 linked to mobile game
3,019 downloaded video
1,887 downloaded wallpaper
463 clicked to place an order
most popular with: • 12‐24s • males • $200k+ household income
valkyrie
(20th
century fox)
334,097 banner ad impressions
2.16% click through rate
3,363 movie trailer downloads
2,726 wallpaper downloads
1,790 SMS interactions
1,391 competition entries
most popular with: • 18‐34s• males • lower household income
he new marketplace