Mr. Keith Chow Chief Operating Officer, Hotmob Limited Speech topic: Mobile ads in the perspective of user experience

1. mCMO
Conference
2013
Evolu4on
in
Mobile
User
Experience
Mobile
ads
in
the
perspec4ve
of
user
experience
Presented
by
Keith
Chow
11.10.13

2. Everyone
is
now
talking
about
New
Adver6sing
include:

3. Everyone
is
now
talking
about
New
Adver6sing
include:
Social
Absent
social
connec4vity
a
message
can
no
longer
be
heard

4. Everyone
is
now
talking
about
New
Adver6sing
include:

5. Everyone
is
now
talking
about
New
Adver6sing
include:
Mobile
Without
a
connec4on
to
place,
it
is
irrelevant
to
the
sales
process

6. Everyone
is
now
talking
about
New
Adver6sing
include:

7. Everyone
is
now
talking
about
New
Adver6sing
include:
U+lity
It
must
serve
a
consumer’s
needs
and
not
just
inform

8. Everyone
is
now
talking
about
New
Adver6sing
include:

9. Everyone
is
now
talking
about
New
Adver6sing
include:
Liquid
It
must
create
experiences
that
cross
media
plaKorm
barriers,
or
else
it
will
barely
cross
consumers’
awareness
threshold

10. Everyone
is
now
talking
about
New
Adver6sing
include:

11. Hong
Kong
Mobile
Ad
Spend
2012
/
2013
Sources
from
Admango

12. Hong
Kong
Mobile
Ad
Spend
2012
/
2013
$31
Million
(Q3
2012)
Sources
from
Admango

13. Hong
Kong
Mobile
Ad
Spend
2012
/
2013
Sources
from
Admango

14. Hong
Kong
Mobile
Ad
Spend
2012
/
2013
$141
Million
(Q3
2013)
Sources
from
Admango

15. Hong
Kong
Mobile
Ad
Spend
2012
/
2013
Sources
from
Admango

16. Hong
Kong
Mobile
Ad
Spend
2012
/
2013
3.5
Times
Sources
from
Admango

17. Hong
Kong
Ad
spend
Q3
2013
Top
5
Industries
with
the
Highest
Adspend
Sources
from
Admango
(HK$
in
million)

18. Hong
Kong
Ad
spend
Q3
2013
Top
5
Industries
with
the
Highest
Adspend
1.
Telecommunica4on,
Mobile
Phones
&
Services
($20)
2.
Banking
&
Investment
Services
($16)
3.
Cosme4cs
&
Skincare
($12)
4.
Travel
&
Tourism
Services
($10)
5.
Computer
&
Internet
Services
($9)
Sources
from
Admango
(HK$
in
million)

19. Daily
Frequency
Mobile
Internet
Usage
in
Hong
Kong
65%
35%
Sources
from
Facebook
iOS
Android

20. Daily
Frequency
Mobile
Internet
Usage
in
Hong
Kong
88%
Sources
from
Google
Mobile
Planet
Oct
2013
APP
76%
WAP

21. Place
of
Ads
No4ced
from
Users’
Point
of
View
50%
32%
Search
Engine
50%
41%
21% 23%
16%
In
App
Sources
from
Google
Mobile
Planet
Oct
2013
Retailer
Website
Video
While
Mobile
Website Watching
Video Website
2%
Others
7%
Don’t
know

22. Place
of
Ads
No4ced
from
Users’
Point
of
View
50%
32%
Search
Engine
50%
41%
21% 23%
16%
In
App
Sources
from
Google
Mobile
Planet
Oct
2013
Retailer
Website
Video
While
Mobile
Website Watching
Video Website
2%
Others
7%
Don’t
know

24. 1
INNOVATIVE
AD
FORMAT
Different
Ad
Format
brings
different
impact
to
the
audience
Carefully
select
the
format
can
bring
high
conversion
rate

25. 1
INNOVATIVE
AD
FORMAT
Different
Ad
Format
brings
different
impact
to
the
audience
Carefully
select
the
format
can
bring
high
conversion
rate
ORIGINATIVE
CREATIVITY
Mobile
Crea4vity
always
important,
screen
size
is
limited
Well
use
of
mobile
features
can
leverage
your
results
more
promising
2

26. 1
INNOVATIVE
AD
FORMAT
Different
Ad
Format
brings
different
impact
to
the
audience
Carefully
select
the
format
can
bring
high
conversion
rate
ORIGINATIVE
CREATIVITY
Mobile
Crea4vity
always
important,
screen
size
is
limited
Well
use
of
mobile
features
can
leverage
your
results
more
promising
3
TARGETED
MOBILE
PLATFORMS
Carefully
select
the
plaKorms,
especially
deeply
look
into:
App
Popularity/
Users
Profile/
Features/
Adver4sing
Flexibility/
Traffics
2

28. 1
INNOVATIVE
AD
FORMAT
Different
Ad
Format
brings
different
impact
to
the
audience
Carefully
select
the
format
can
bring
high
conversion
rate

29. 15
Crea4ve
Mobile
Ad
Formats

30. 15
Crea4ve
Mobile
Ad
Formats
1
2
Banner
SMS
5
3
6
Advertorial
4
Pop
Up
7
Ver4cal
Display
Inline
Video
8
Endorsement
Keywords

31. 15
Crea4ve
Mobile
Ad
Formats

32. 15
Crea4ve
Mobile
Ad
Formats
9
10
No4fica4on
11
Icon
Ad
13
LockScreen
Ad
14
Skin
Wrap
12
PreRoll
Audio
15
Text
Push
GeoTarge4ng

33. 3
Pop
Up
Display
Ad
Most
Demanding
format
//
Usually
only
display
during
App
launch
//
Big
Visual
Impact
HTML
5
Supported

34. 6
Ver4cal
Banner
Total
Different
way
of
Presenta4on
//
Pull
Interac4on
to
show
user’s
interest
Visual
Content
extended

35. 8
Keyword
Lis4ng
Relevant
Results//
Accurate
Audience
!

36. 11
Lock
Screen
Ad
Brand
New
Concept
of
Mobile
Adver4sing
//
Adver4sing
can
catch
user’s
1st
impression
//
Unique
Ad
Format
Pay
per
User
Model
Big
Visual
Impact
With
User
Incen4ves

37. 11
Lock
Screen
Ad

38. 11
Lock
Screen
Ad
Strong
Visual
Impact
50
6mes
average
daily
ac6va6on
per
user
Accurate
Targe6ng
High
Engagement
Power
Patented
Brand
New
Methodology
Buying
Model

39. 12
Pre-­‐Roll
Audio
Ad
Pre-­‐roll
Audio
Promo
Audio
+
Visual
Impact

40. 14
Text
Push
In
App
Text
Push
Alert
//
With
Massive
Coverage
Direct
and
Effec4ve
Text
Only

41. 15
GeoTarge4ng
Loca4on
Specific
Suitable
for
Event
Campaigns
Tie-­‐in
with
specific
loca4on
informa4on

43. ORIGINATIVE
CREATIVITY
Mobile
Crea4vity
always
important,
screen
size
is
limited
Well
use
of
mobile
features
can
leverage
your
results
more
promising
2

44. Top
16
Most
Common
HTML5
Crea4ve
in
Hong
Kong

45. Top
16
Most
Common
HTML5
Crea4ve
in
Hong
Kong
Time Clock
Swipe
Time nd
D
Drag
aClockrop
Time Clock
Throw
Time Clock
Instant
Video
Play
Time Clock
Mo4on
Layer
Time Clock
Panern
Unlock
Time Wheels
Spin
Clock
Time Clock
Touch
to
Trigger
Time Clock
Gaming
(Ac4on)
Time Clock
Pin
Point
Loca4on
Time Clock
Shake
Mo4on
Time o
Unlock
Drop
tClock
Time Clock
Matching
(Puzzle)
Time Clock
Real
Time
Clock
Time (Roulene)
Gaming
Clock
Time Catalogue
Mobile
Clock

46. Top 16 Most Common HTML5 Creative in Hong Kong
Time Clock
Swipe
Time nd
D
Drag
aClockrop
Time Clock
Throw
Time Clock
Instant
Video
Play
Time Clock
Mo4on
Layer
Time Clock
Panern
Unlock
Time Wheels
Spin
Clock
Time Clock
Touch
to
Trigger
Time Clock
Gaming
(Ac4on)
Time Clock
Pin
Point
Loca4on
Time Clock
Shake
Mo4on
Time o
Unlock
Drop
tClock
Time Clock
Matching
(Puzzle)
Time Clock
Real
Time
Clock
Time (Roulene)
Gaming
Clock
Time Catalogue
Mobile
Clock

48. Wyeth
&
Maltesers
Transparent
Layer
Call
for
Ac4on

50. Caltex
Swipe
Interac4on
Product
Redemp4on

52. McDonald’s
(Happiness
Doesn’t
Take
Much
Campaign)
Game
(Bubble
Wrap)
Branding
Promo4on
Facebook
Connect

54. MGTO
(Macau
Government
Tourist
Office)
Touch
To
Trigger
Event
Promo4on

56. Warner
Brothers
(Man
of
Steel
Campaign)
Panern
Unlock
Movie
Promo4on

58. ORBIS
(Moonwalker
2013)
Spin
Wheels
Event
Promo4on

60. LEE
Mul4Layer
Event
Promo4on

62. DBS
Drag
&
Drop
Event
Promo4on

63. General
Click
Through
Rate
Sta4c
Mobile
Crea4vity
~
0.8%
-­‐
4%

64. HTML
5
RICH
MEDIA
A
way
of
presen4ng
on
mobile
~
6%
-­‐
15%

66. 3
TARGETED
MOBILE
PLATFORMS
Carefully
select
the
plaKorms,
especially
deeply
look
into:
App
Popularity/
Users
Profile/
Features/
Adver4sing
Flexibility/
Traffics

67. Tips
for
Selec4ng
A
Right
Mobile
Medium
Deliver
a
key
success
mobile
ad
campaign

68. Tips
for
Selec4ng
A
Right
Mobile
Medium
App’s
Popularity
(App
Ranking
and
App
Reviews)
Deliver
a
key
success
mobile
ad
campaign

69. Tips
for
Selec4ng
A
Right
Mobile
Medium
App’s
Popularity
(App
Ranking
and
App
Reviews)
Don’t
simply
look
at
download
users,
also
evaluate
traffic
sustainability
Deliver
a
key
success
mobile
ad
campaign

70. Tips
for
Selec4ng
A
Right
Mobile
Medium
App’s
Popularity
(App
Ranking
and
App
Reviews)
Don’t
simply
look
at
download
users,
also
evaluate
traffic
sustainability
Look
into
app
content
update
frequency
Deliver
a
key
success
mobile
ad
campaign

71. Tips
for
Selec4ng
A
Right
Mobile
Medium
App’s
Popularity
(App
Ranking
and
App
Reviews)
Don’t
simply
look
at
download
users,
also
evaluate
traffic
sustainability
Look
into
app
content
update
frequency
Ad
Format
Flexibility
and
Posi4on
(tracking
enable)
Deliver
a
key
success
mobile
ad
campaign

72. Tips
for
Selec4ng
A
Right
Mobile
Medium
App’s
Popularity
(App
Ranking
and
App
Reviews)
Don’t
simply
look
at
download
users,
also
evaluate
traffic
sustainability
Look
into
app
content
update
frequency
Ad
Format
Flexibility
and
Posi4on
(tracking
enable)
Ad
Format’s
“Call
For
Ac4on”
Usability
Deliver
a
key
success
mobile
ad
campaign

73. Tips
for
Selec4ng
A
Right
Mobile
Medium
App’s
Popularity
(App
Ranking
and
App
Reviews)
Don’t
simply
look
at
download
users,
also
evaluate
traffic
sustainability
Look
into
app
content
update
frequency
Ad
Format
Flexibility
and
Posi4on
(tracking
enable)
Ad
Format’s
“Call
For
Ac4on”
Usability
Understand
the
buying
model
and
es4mate
the
conversion
Deliver
a
key
success
mobile
ad
campaign

74. Tips
for
Selec4ng
A
Right
Mobile
Medium
App’s
Popularity
(App
Ranking
and
App
Reviews)
Don’t
simply
look
at
download
users,
also
evaluate
traffic
sustainability
Look
into
app
content
update
frequency
Ad
Format
Flexibility
and
Posi4on
(tracking
enable)
Ad
Format’s
“Call
For
Ac4on”
Usability
Understand
the
buying
model
and
es4mate
the
conversion
DO
NOT
simply
look
at
CPM,
check
with
Banner
rota4on
period
Deliver
a
key
success
mobile
ad
campaign

75. Tips
for
Selec4ng
A
Right
Mobile
Medium
App’s
Popularity
(App
Ranking
and
App
Reviews)
Don’t
simply
look
at
download
users,
also
evaluate
traffic
sustainability
Look
into
app
content
update
frequency
Ad
Format
Flexibility
and
Posi4on
(tracking
enable)
Ad
Format’s
“Call
For
Ac4on”
Usability
Understand
the
buying
model
and
es4mate
the
conversion
DO
NOT
simply
look
at
CPM,
check
with
Banner
rota4on
period
Evaluate
campaign
results
and
compare
with
conversion
rate
Deliver
a
key
success
mobile
ad
campaign

76. AD
FORMAT
CAMPAIGN
CREATIVITY
MOBILE
PLATFORMS

77. Thank
you
Keith
Chow
COO
@
Hotmob
Facebook
HotmobMobile