1. Fresh Digital Group
Why Mobile Advertising
Matters
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2. It’s the 90’s All Over Again
We are in the same place with
mobile today as we were with the
internet in the late 1990s –
consumer adoption is widespread,
the space has yet to hit its peak,
and some brands are still trailing
behind.
Some brands offer an amazing
mobile experience, and others
haven’t gotten on board yet.
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3. Mobile Strategy
If your brand doesn’t yet have a mobile
strategy, there’s good news and bad
news.
The bad news- you need to catch up to
your customers and show them that
you can meet them where they are,
while being relevant to their needs.
The good news- odds are that your
competitors aren’t on mobile yet, either.
But the gap is closing.
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4. eBusiness and Mobile Strategy
Forrester Research
interviewed 65 eBusiness
professionals and found
that:
• 11% have no mobile
strategy No mobile strategy
• 11% have had a defined Defined mobile strategy,
mobile strategy for under less than one year
Defined mobile strategy,
a year more than one year
• 38% have had a defined Beginning to conceive a
mobile strategy
mobile strategy for over a
year
• 40% are in the beginning
stages of their mobile
strategies
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5. The Benefits of Mobile
The mobile channel offers advertisers
significant benefits. First of all, the
mobile phone is one of the most
personal devices that many consumers
own, and exclusively use.
Browsing, texting and calling are
usually only done by the phone's user,
so advertisers can be confident that all
clickthroughs from that handset have
come from a specific individual; unlike
clickthroughs from a desktop PC or
laptop.
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6. Smartphone Penetration Rates
Mobile also offers advertisers unprecedented reach – penetration rates in
almost all developed countries have surpassed 100%. Smartphone
penetration is also high – 58% of North American mobile phones were
smartphones by the end of 2011. Advertisers also see higher response
rates on mobile than on desktop campaigns.
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7. Focused Messages
The mobile device offers advertisers:
• the ability to focus on consumers
in their target demographic, and
who are close to a location where
they can purchase the item.
• the opportunity to deliver richer
ads to consumers.
Rich media ads are more engaging
than banner ads and drive higher
clickthrough rates. Rich media ads
also allow developers to take
advantage of device functions such
as its GPS or accelerometer. HTML5
enables advertisers to deliver an app-
like experience without forcing the
user to leave the app.
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8. Apps and Advertising
Apps themselves can even be used for
advertising. Some brands have
promoted specific products with
games; and others have created
mobile social networks on paid apps.
Branded apps can also be highly
successful when they provide
customers with value. The Nike+ social
network has over 6 million subscribers,
who are shown Nike advertising
whenever they use the app to log
training sessions or set personal goals.
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9. In-App Ads
In-app ads are a powerful and
increasingly essential way of reaching
consumers, given the growing demand
for free and low-priced apps. Creating
immersive and entertaining brand
experiences for the consumer is still
critical for marketers wanting to
capitalize on the growth in app usage.
The advertiser must create an
experience that will offer the consumer
something of equal or greater value
than that offered by the app.
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10. Mobile Ad Spend Keeps Growing
Brands have dramatically
increased their mobile
advertising spends over the past
few years as brands have
realized the effectiveness of
mobile ads. Consumers are also
purchasing an ever increasing
amount of goods via mobile. In
2011, 7% of eBay's total gross
merchandise volume was on
mobile, and its apps had been
downloaded 70 million times.
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11. The Future of Mobile Ad Spend
Mobile ad spend is projected
to triple by 2017, driven by
continuing growth in in-app
advertising spend. Spend on
in-app advertising itself is
expected to increase from
$2.4 billion in 2012 to over $7
billion in 2015.
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12. World’s Most Integrated Medium
• Mobile is designed to be the world's most integrated marketing medium.
Mobile devices are always on and accessed everywhere; and the
medium's portability makes it unlike any other form of media.
• Mobile marketing has limitless potential to contribute to and build on
other marketing initiatives.
• Mobile is great for branding, thanks to deep engagement, minimal ad
clutter, and new and constantly evolving advertising experiences.
• However, far more brands have yet to embrace mobile. Even some
brands with a mobile marketing strategy may not have a mobile-
optimized website.
• Why advertise on mobile if consumers can't purchase the product on the
same device where they saw the ad?
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13. Effective Mobile Marketing Strategies
The time is now for marketers to
incorporate mobile into their
advertising campaigns.
Some marketers are having much
success engaging mobile users, and
driving interest and sales, with their
brands; and with the right strategies,
you can be one of them.
• Social Calls to Action
• Full-page ads
• Contextual ads
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14. Effective Mobile Marketing Strategies
Social calls to action
Mobile ads that incorporate social
connectivity options perform better
than other ads.
Including a social call to action with full
page ads boosts consumer interactivity
with that ad by 57 percent. One
marketer saw a 75 percent increase in
banner engagement for banner ads by
adding a social media component.
Mobile users are generally much more
social than other consumers, A recent
survey found that 67.7 percent of
mobile users use Facebook at least
once daily compared with 54 percent of
Facebook’s overall user base that uses
it daily.
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15. Effective Mobile Marketing Strategies
Full-page ads
Sometimes bigger is better when
monetizing mobile applications.
Mobile ad network Greystripe found
that its full-screen mobile ads earn
developers and publishers five times
more than banner ads.
They found that full-screen ads,
delivered as interstitials, are a positive
experience for users because opting
in is easy, and the ads are delivered at
a transition point that prevents them
from disrupting play.
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16. Effective Mobile Marketing Strategies
Contextual ads
Some marketers are focusing on aligning
ads so that they are relevant to the
editorial content a user is viewing.
Contextual placement has been shown to
drive an increase in click-through rates
for online display ads. However, the
increase is even greater when ads are
delivered contextually in mobile,.
On average, mobile ads deployed
contextually enjoyed a five times higher
click-through rate than the average click-
through rate for mobile display ads.
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17. 3 Key Delivery Methods
Forrester found that eBusiness professionals offer services through three
key delivery methods:
Mobile Websites. SMS Marketing. Mobile Apps.
More than half of SMS text 43% of eBusiness
eBusiness messaging is still professionals offer
professionals have the most commonly an iPhone app, with
a mobile-optimized used mobile data another 50%
website. The service. In the US, planning to offer
percentage of US the proportion of one.
adults who access online adults with Only 24% have
the mobile Web mobile phones who apps for other
daily rose from 4% use SMS at least platforms, but 60%
in 2007 to 13% in weekly jumped plan to introduce
2010. from 30% in 2007 them.
to 56% in 2010.
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18. Where to Begin?
Designing and implementing a mobile strategy can be distilled to four steps:
Planning your Strategy
Creating an Engaging Experience
Marketing your Strategy
Analyzing the Campaign
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19. Planning Your Strategy
Good questions to ask when planning
your mobile strategy include:
- Who is the intended audience? Audience
- In what context will consumers look
for you?
- What kind of technology will be
needed (mobile creative, optimized Measurement
Context
landing pages, tracking code)?
- What marketing assets are
appropriate for the audience/initiative
(rich media, local search listing, click-to-
call, iAd)?
- How will performance be measured, Assets Technology
and with what Key Performance
Indicators (KPIs)?
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20. Creating an Engaging Experience
Once the mobile strategy has been planned, brands should create a rich and engaging
experience. Mobile rich media units offer shopping capabilities, in-ad videos, games and
more.
At a minimum, mobile content should be accessible, load quickly, and context-appropriate –
balancing functionality with design can be very powerful for brands launching mobile
projects to help drive conversions or engagement.
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21. More than a Single Channel
Coupons can be
delivered via text
messages or QR
codes. Mobile display
ads can promote, and
link to applications.
Mobile social
marketing programs
can include video and
mobile search; and run
in conjunction with
other promotions.
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22. Any Vertical, Any Goal
Mobile marketing is important in
any vertical, with any goal.
Packaged goods makers can use
mobile display and video ads for
branding, deliver coupons via
SMS, and offer consumers more
information via applications.
Retailers can also use mobile in
various ways, whether they're
launching a new product line or
trying to increase in-store
business.
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23. Marketing the Strategy
After designing and creating
your app or mobile website,
the next step is to drive user
awareness and interaction.
Mobile ad units enable
brands to reach consumers
throughout the day with a
compelling experience
capable of encouraging them
to interact further.
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24. Marketing the Strategy
The right types of ads
and calls-to-action
should be considered
during the planning
process, but
incremental budgets
are recommended for
mobile marketing in
order to create rich
features tailored for
mobile users. These
mobile ads can be
analyzed
independently for a
clearer understanding
of their performance.
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25. Analyzing the Campaign
Analyzing campaign performance is
very important.
After carefully planning, creating
and marketing mobile initiatives,
understanding performance metrics
will empower brands with the
information needed to build
successful future campaigns.
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26. Analyzing the Campaign
Collecting analytics information from
apps, ads, and other assets can be
difficult, but having this information
available for analysis is critical for future
mobile campaigns.
A number of different analytics suites
are available to help obtain this traffic
data, such as Google Analytics,
depending on the type of information
needed.
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27. Summary
• Half of brands either have no mobile strategy, or have a mobile strategy in
the planning stages.
• 54% of mobile phones in North America are smartphones.
• Mobile ad spend is expected to reach $7 billion in 2015
• Marketers are successfully reaching mobile consumers with social calls to
action, full-page ads and contextual ads.
• There are four steps to designing and implementing a mobile strategy.
• Analyzing mobile advertising campaigns is supremely important, and can
be done with a variety of analytics tools.
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28. Fresh Digital Group
111 John St, 2nd Fl.
New York, NY 10038
www.freshdigitalgroup.com
Fresh Digital Group