of 73
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Leading Edge:
Mobile Advertising
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Thank you to our sponsor
and to our host
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Speakers
Megan Brownlow, Executive Director,
PricewaterhouseCoopers
Carolyn Bollaci, Country Manager, AU & NZ, MediaMind
Paul Fisher, CEO, IAB Australia
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Leading Edge: Mobile Advertising
Megan Brownlow, Australia Entertainment
and Media Outlook 2011-2015
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Leading Edge: Mobile Advertising
Carolyn Bollaci, Mobile Monetisation
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6 Facts You Need to Know about Mobile
Carolyn Bollaci
November 2011
Mobile Monetization
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Smartphone usage in Australia
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How do MediaMind fit in
Ad Serving
Unified campaignmanagement solution
Intuitive and turn key Wide publisher
network
Ad Formats
Standard ad formats
Advanced capabilities
Custom development
Analytics
Unified metrics
Real time analytics
Unique user reporting
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Cross Channel Campaign
2010 MediaMind Technologies Inc. | All rights reserved
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Tracking Cross-Channel Performance
Online
Mobile
Brand impact from
integrated marketing
communications
Cross media
comparisons
Unified Reporting
Impressions
Video
Clicks
Conversions
Searchetc...
2010 MediaMind Technologies Inc. | All rights reserved
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200 MMMobile Impressions
2010 MediaMind Technologies Inc. | All rights reserved
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Where is our data coming from?Devices
PublishersMsite and APPOptimization
Analytics
Delivery
Creation
Management
OS / Carriers
2010 MediaMind Technologies Inc. | All rights reserved
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Six facts about
MobileAdvertising
2010 MediaMind Technologies Inc. | All rights reserved
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Evenings are most
Effectivefor click through rates
Fact #1
2010 MediaMind Technologies Inc. | All rights reserved
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AppleTrumps
Android
Fact #2
2010 MediaMind Technologies Inc. | All rights reserved
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Affluent
BlackBerryusers click less
Fact #3
2010 MediaMind Technologies Inc. | All rights reserved
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Mobile offers a higher
CTRthan your PC campaign
Fact #4CTR
2010 MediaMind Technologies Inc. | All rights reserved
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All mobile verticals drive higher
CTRsthan their PC counterparts
Fact #5
2010 MediaMind Technologies Inc. | All rights reserved
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Millions
Mobile outperforms browser basedbanners for
Fact #6
branding
2010 MediaMind Technologies Inc. | All rights reserved
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Tiny Ads
HugeResults
2010 MediaMind Technologies Inc. | All rights reserved
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Lessons learned
Weight mobile campaigns to ensure the bulk is servedin the evening
Have an HTML5 site ready for users who clickthrough from your ads
Target iPhones for the bulk of your inventory
2010 MediaMind Technologies Inc. | All rights reserved
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How will Mediamind view mobile in 2012
HTML5 within mobile campaigns will become importantto enhance user experience and response
Rich Media mobile campaigns will drive brand
awareness and offer a much better experience thantraditional campaigns
Increased usage of mobile devices and spend likely to
triple, mobile will become an integral part of the mediaplan
2010 MediaMind Technologies Inc. | All rights reserved
Ways to make mobile scalable and reduce barrier
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Ways to make mobile scalable and reduce barrier
to entry:
Ensure the advertiser has the ability to manage
cross channel campaigns
Unified reporting will help advertisers compare
results easily and effectively
2010 MediaMind Technologies Inc. | All rights reserved
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Mobile Online | Hybrid Reports
54
Interaction Rate* (%)
Interaction Rate
Mobile Online
6
5
Expansion Rate (5)
Expansion Rate
Mobile Online
30%25%
Video Started (%)
Video Started Rate
Mobile Online
0.5
0.05
CTR (%)
CTRMobile Online
90% 90%
Delivery Rate (%)
Delivery RateMobile Online
200,000
900,000
Media Cost ($)
Media CostMobile Online
Engagement metrics for onlineand mobileside-by-side
**These figures are for demo purposes only*** 2010 MediaMind Technologies Inc. | All rights reserved
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Enhanced Analytics
0.01
0.02
Conversions (%)
Conversions
Mobile Online
21,000
28,000
Unique Clicking Users
Unique Clicking Users
Mobile Online
1,000,000
14,000,000
Unique Impressions
Unique Impressions
Mobile Online
**These figures are for demo purposes only***
2010 MediaMind Technologies Inc. | All rights reserved
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Creative examples
Avatar
Campaign:Avatar DVD Release
Creative Agency: Thinkjam
Advertiser: 20th Century Fox
Ad Format: Expandable Banner
Interactive Features: Interactive
Video
Vertical: Entertainment
Country: US
2010 MediaMind Technologies Inc. | All rights reserved
http://creativezone.mediamind.com/?TagType=4&Tag=Avatar+DVD+Releasehttp://creativezone.mediamind.com/?TagType=12&Tag=Thinkjamhttp://creativezone.mediamind.com/?TagType=3&Tag=20th+Century+Foxhttp://creativezone.mediamind.com/?TagType=7&Tag=Expandable+Bannerhttp://creativezone.mediamind.com/?TagType=8&Tag=Interactive+Videohttp://creativezone.mediamind.com/?TagType=8&Tag=Interactive+Videohttp://creativezone.mediamind.com/?TagType=6&Tag=Entertainmenthttp://creativezone.mediamind.com/?TagType=9&Tag=UShttp://demo.eyeblaster.com/avataripad/demo.htmlhttp://creativezone.mediamind.com/?TagType=9&Tag=UShttp://creativezone.mediamind.com/?TagType=6&Tag=Entertainmenthttp://creativezone.mediamind.com/?TagType=8&Tag=Interactive+Videohttp://creativezone.mediamind.com/?TagType=8&Tag=Interactive+Videohttp://creativezone.mediamind.com/?TagType=7&Tag=Expandable+Bannerhttp://creativezone.mediamind.com/?TagType=3&Tag=20th+Century+Foxhttp://creativezone.mediamind.com/?TagType=12&Tag=Thinkjamhttp://creativezone.mediamind.com/?TagType=4&Tag=Avatar+DVD+Release8/12/2019 TARGETING MOBILE AUSTRALIA :The biggest opportunity in APAC region
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Creative examples
White Collar
Campaign: White Collar
Creative Agency: Ignighted
Advertiser: USA Network
Ad Format: Home Page
Takeover
Interactive Features: Interactivegame
Vertical: Entertainment
Country: US
2010 MediaMind Technologies Inc. | All rights reserved
http://creativezone.mediamind.com/?TagType=6&Tag=Entertainmenthttp://creativezone.mediamind.com/?TagType=9&Tag=UShttp://www.mediamind.com/creative_zone/WhiteCollar/index.htmlhttp://creativezone.mediamind.com/?TagType=9&Tag=UShttp://creativezone.mediamind.com/?TagType=6&Tag=Entertainment8/12/2019 TARGETING MOBILE AUSTRALIA :The biggest opportunity in APAC region
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2010 MediaMind Technologies Inc. | All rights reserved
To download the full research:
www.mediamind.com
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2010 MediaMind Technologies Inc. | All rights reserved
Thank You!
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Leading Edge: Mobile Advertising
Paul Fisher, Mobile Advertising Update iab UK
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Mobiles update
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Market overview- the context of mobile
What does this mean for mobile advertising?
Advertising opportunities in mobileChallenges for the future
Opportunities for the future
Conclusions
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23m Britons use the mobile internet every
month
8.5m
22.7m
Source: comScore Mobilens
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UK Smartphone penetration at 47%
Source: comScore Mobilens
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14% of the UK has a tablet
3.9% 6.9%
2.7%
Source: comScore Sept 2011
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Mobile browsing & apps are not just for the
youth
00
0s
Source: comScore Mobilens
14.3m 14.0m
Used a mobile browser or app in the last month
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Source: IAB Consumer M-CommerceStudie Sept 2011
Base = All mobile users (1046)
of UK phone owners purchaseproducts/services on their mobiles
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Mobile the response mechanism
40%agree they often use theirmobile if they see an
interesting ad
In Easy Living this
month there was a
dinner plate set featured
so I used my mobile to
look it up on the supplier
website and purchase it.
Katie Y
Source: IABs Mobile & the Media Day Study, Jan 2011
Base: Average of 500 respondents, over 7 days
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Market overview- the context of mobile
What does this mean for mobile advertising?
Advertising opportunities in mobile Challenges for the future
Opportunities for the future
Conclusions
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2010 total mobile ad spend breakdown
Ch i i d
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Change in industry sector
display market shares 09 10
UK M bil Ad ti i t
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UK Mobile Advertising revenues to
reach 1 bn by 2015
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
2011 2012 2013 2014 2015
(
000s)
FirstPartner UK Mobile Advertising Forecast 2011-2015
Video
Search
Mobile Internet (Banners)
MMS/SMS Push Advertising
Games
www.firstpartner.net
CopyrightFirstPartner2011
FirstPartnerFirstPartner Copyright FirstPartner 2011
142m
294m
498m
767m
992m
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Market overview- the context of mobile
What does this mean for mobile advertising?
Advertising opportunities in mobile Challenges for the future
Opportunities for the future
Conclusions
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Rich media display advertising
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Location Based Marketing
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Mobile Vouchers
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NFC
M bil h i h
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Mobile as a response mechanism to other
media
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Market overview- the context of mobile
What does this mean for mobile advertising?
Advertising opportunities in mobile Challenges for the future
Opportunities for the future
Conclusions
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Client understanding is the biggest barrier to mobile
taking a bigger share of digital spend
Source: IAB Snapshot ResearchBase: 2011 (406)
C t di k t tti i t
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Case studies are key to getting agencies to
increase their spend on mobileWhat single thing would the mo bi le advert ising industry n eed to do in order for you to
increase your spend on m obi le?
Source: IAB Snapshot ResearchBase: 2011 (406)
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Market overview- the context of mobile
What does this mean for mobile advertising?
Advertising opportunities in mobile Challenges for the future
Opportunities for the future
Conclusions
NFC j i d l ti i t b th
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NFC joins, and location remains to be, the
most exciting development for mobile
What do you think is the most exci t ing development in mobi le advert ising?
Source: IAB Snapshot ResearchBase; 2011 (406)
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Gl b l t h
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Source: IDC 2011
Q1 2010 Q1 2011
Global smartphone
shipment figures
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Market overview- the context of mobile
What does this mean for mobile advertising?
Advertising opportunities in mobile Challenges for the future
Opportunities for the future
Conclusions
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Conclusions
More people than ever use mobiles and tablets tointeract with brands
Advertisers are wising up to this, and adspend on
mobile was up 116% from 2009 to 2010
From rich media to NFC, there are many differentcreative ways for advertisers to use mobile
With predictions for mobile to overtake online in thefuture, this is a medium brands can no longer afford toignore
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Mobile Advertising
Q&A
Questions
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Questions
Thank you to our sponsor
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Thank you to our sponsor
and to our host