The Mobile Marketing and Mobile Advertising ToolkitNovember 12, 2008, Romania New Media ConferenceDr. Alexander Trommen CMO
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• Mobile Marketing Ecosystem
• Mobile Marketing Cases
• Mobile Advertising Cases
AGENDA
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Every age has an innovative media channel…
First Radio… …then TV… …today the mobile
...which will be discovered by marketeers immediately:
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Can you feel it yet?
* Share of mobile marketing and mobile advertising billing of total billings of Mindshare
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Mobile Advertising can be compared to the very beginning of online advertising in 1998
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Mobile Marketing is projected to have 1.6% of total global Ad spend by 2012
• Global advertising grows from 2006 to 2010 5.7 % per year.
• Online and mobile advertising grow from 2006 to 2010 19.9 % per year.
• The forecast to 2012 for online advertising is $54billion, that’s a period growth of 84% and 10% of global ad spend.
• In 2006, mobile advertising was around
$0.8billion.
• According to the STL report, there is
potential for the mobile advertising market to
grow rapidly. By 2012, mobile advertising will
be $5billion - $13.5billion, that’s a period
growth of 467% and 1,6% of global ad
spend.
Source: Swisscom
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In Europe alone the search and display revenues are projected to reach 1.3 billion € in 2012
Source Vodafone Media Solutions, Data drom Jupiter Research M-Marketing & Advertising Model 11/2007
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Overview of the value chain and the retained percentages
Service Enablers
AdvertisersAdvertising
AgenciesPublishers
Media SalesAgencies
Consumers
Pays 100%GROSS ad rate
Retains ~25%of GROSS ad rate
Retains 15~20%of GROSS ad rate
Receives 55- 60%of GROSS ad rate
Shares 25- 30%with Content
Provider
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The huge market potential attracts a lot of investments intothe sector
- Nokia acquires Enpocket (September)
- Media holding company Publicis acquires Phonevalley, a mobile marketing agency
(September)
- Search specialist Medio Systems buys Suhari, a small mobile marketing start-up
(August)
- Yahoo! buys Actionality, an in-games ad specialist (August)
- Interpublic Group (agency conglomerate) creates mobile specialist JV Ansible with
Veltic, a mobile ad platform provider (July)
- Media communications and marketing group Aegis acquires Marvellous Mobile, a
mobile media agency/platform provider (June)
- AOL acquires ScreenTonic (May)
- MSN acquires Third Screen Media (May)
- Buongiorno acquires Flytxt (May)
- WWP (global ad agency) invests in mobile search specialist JumpTap (February)
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Mobile Marketing and Mobile Advertising are different
Mobile Advertising(scaleable)
Mobile Marketing
(project driven)
Products / Service
• Mobile display ads• Mobile text links• Mobile TV*• Video ads• Mobile search
• On pack promotions• Push- and pull SMS• Push- and pull MMS• Custom apps• WAP-pages (brands,
special campaigns)• Couponing• Ticketing
Market
• Recurring business• Standard business• Big player in mobile
search• Near at the online
market
• 2/3 of expected European M-Advertising/ Marketing Market in 2010
• Campaign for a shorter time -> non recurring
• Service / Consultant business
• More direct marketing
• 1/3 of expected European M-Advertising/ Marketing Market in 2010
Customers
• Advertiser• Agencies• Media agencies
• Advertiser• (Agencies)
Need relationship to
• Online advertising company
• Big ad sales companies
• Content provider• Operators• Big publishers
• Agencies• Media planer
• Creative agencies• Advertiser
Players
• Google• Double Click• Yahoo
• AdInfuse• Admob• Smaato• add2phone• MINICK
What does it need?
• Ad server• Standardisation of
adv tools• Personalisation &
targeting• Performance
measuring • Ad-funded content• Role of marketer• Ad sales• Scales effects
• Creative concept• Good design• Consulting
• Minick• Rhythm Media• 12snap• Neue Digitale
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AGENDA
• Mobile Marketing Ecosystem
• Mobile Marketing Cases
• Mobile Advertising Cases
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Web Registrations for Mobile Content
� Mobile content as a tool to
generate addresses
� Bases for permission based
marketing
� Connection of online und
mobile
� Content adapted to the actual
technical conditions
� Generated +100.000 contacts
Audi
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SMS Projections for Events
� ‚Hello World‘: laser projection of
SMS messages from all over the
world on selected famous
buildings world-wide, e.g. the
UNO headquarters in NY
� LIVE 8: opportunity to express
one‘s support per SMS, more
than 1 mio. SMS received
Events
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MMS Back-Channel and Competition at POS
� In cinemas all over Germany, flyers
with perforated masks were
distributed
� Users with camera phones could take
pictures with the Batman mask and
send them via MMS to a short code
� Senders participated automatically in
the lottery
� Photos could be viewed online on a
micro site
Batman
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Cutom-made Mobile Flirt Application & Mobile Portal
� Especially developed multi-
player flirt game
� Users create their profiles and
can flirt with other users
� Flirt partner evaluates the
performance and gives points
� Flirt queen and king were
calculated this way and crowned
on stage at the VIVA Comet
award
� Supported on TV by MTV and
VIVA, VJs as testimonials
AXE BCWW
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SMS to „call-back“
� Integrated raffle campaign in
cooperation with Pro7
� Promotion of the interactive
AudioCard in a 20sec TV
commercial
� Participant receives an
unheralded mystery call of
Captain Sparrow
� Mechanism of the lottery is
explained, participation directly
via the key pad
Pirates of the Caribbean
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On-pack Promotions via QR / 2D Codes
� Linkage of beverage and music:
music download on every bottle
� Take a picture of the 2D-Code
with the mobile phone, send the
photo via MMS to a dedicated
short code and activate the
download on the phone
� Cooperation with Warner Music,
promotion with TV commercials
Soneq
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In QR Codes are Mostly Used to Make Print or OutdoorAdvertising Interactive
Example Japan
Example Germany
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QR Codes are Almost Ubiquitous in Japan
The barcodes contain nutrition information, etc.
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AGENDA
• Mobile Marketing Ecosystem
• Mobile Marketing Cases
• Mobile Advertising Cases
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In Germany Alone Over 100 Portals Already Build TheirBusiness on Mobile Advertising
Source: Vodafone Media Solutions
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The Usage of the Mobile Internet Is Still Low Compared to the Web
Source: Vodafone Media Solutions, Data Status End of 2007
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Automatic Webpage Adaptation to Mobile by Browsers Leads to an Unsatisfying User Experience
Source: VDZ Akademie 2008 presented by Sevenval
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Vodafone Media Solutions Advertising Types
Source: Vodafone Media Solutions 2008
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Campaign-focused Mobile Portal
� Global mobile marketing
campaign for the World Cup 2006
� Content download, free life
ticker, information about the
games and players, possibility to
win tickets
� Supported by TV commercials,
partnerships with MTV and Xbox
360
� + 1.000.000 visits
Adidas Worldcup 2006
Source: www.MINICK.net
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Mobile portal with Nightlife Guide
� Pocket guide to help consumers
make the most of their nights
out
� Features, such as a pocket
bartender, are developed
specifically for consumers on the
move
� Integrated nightlife guide incl.
navigation for UK, Canada, India
� In UK the mobile site reaches
about one-third the traffic of the
website
Smirnoff
Source: AKQA
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Conclusion
� Marketing on cellphones consists of 2 areas Mobile Marketing and Mobile Advertising
� Mobile Marketing is the creative part where individualised solutions are key to be successful
� Mobile Advertising is a highly standardised and scalable business
� Mobile Advertising will see faster growth and larger revenues in the future