mobile advertising myth busting

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Page 1: Mobile Advertising Myth Busting
Page 2: Mobile Advertising Myth Busting

Myth #1:

Mobile Advertising is a big

promise…but it still doesn’t

happen much at the moment

Page 3: Mobile Advertising Myth Busting

The smartphone becomes a

prefferred channel to enter the web

Page 4: Mobile Advertising Myth Busting

The users are there: mobile web browsing

and app usage is soaring

Page 5: Mobile Advertising Myth Busting

The SamrtPhone boom is the major catalyst

For mobile media budgets to grow

And the advertising &

media market acts

accordingly…

Page 6: Mobile Advertising Myth Busting

Mobile ad requests are already large scale

Page 7: Mobile Advertising Myth Busting

Many predictions of market sizeIt’s the trend that matters

Page 8: Mobile Advertising Myth Busting

The fastest growing digital media channel

"Mobile advertising obviously has a lot of potential and power. There's a lot of debate about whether it will take off – we think it will, driven by iPhone and Android development.,"

Sir Martin Sorrell WPP chairmanDECEMBER 09

Page 9: Mobile Advertising Myth Busting

Mobile media becomes an integral part of the media mix

say

Mark Read, chief executive of WPP Digital. "The absolute revenues now are tiny, but you can see how these things are starting to fit together.''

Myth vs. Reality #1

Page 10: Mobile Advertising Myth Busting

Myth #2:

A small screen=limited UX= limited advertising experience

Page 11: Mobile Advertising Myth Busting
Page 12: Mobile Advertising Myth Busting

A new era of advertising

The closest to consumer form

Of advertising ever

Page 13: Mobile Advertising Myth Busting

TOUCH

GPS - LBS

VIDEO

ACCELOMETER – Motion Detection

REAL TIME

New capabilities of this media platform triggers a whole new set of advertising capabilities

Page 14: Mobile Advertising Myth Busting

VW CC 2010 iPhone campaignCLASSIC touchVERTISING

Page 15: Mobile Advertising Myth Busting

DOCKER’S first shakable ad campaignACCELOMETER

http://www.youtube.com/watch?v=NwnuwGhcpRU&feature

Page 17: Mobile Advertising Myth Busting

McDonald’s location based campaignOVI MAPS

The landing page supplied driving and walking directions

Results:

• 7% CTR•39% of the users who clicked through to the landing page, clicked on the button for

directions to the nearest store

Page 18: Mobile Advertising Myth Busting

•Enable brands to meet specific needs related to time and space

•A great opportunity for the retail sector

Devices with integral GPS

Page 19: Mobile Advertising Myth Busting

Mobile Video touchVERTISING - UbiSoft

• Interactive video pre roll

• 3 sorts of call to action:

1. Mobile web page

2. App download page in the apple app store

3. Amazon Mobile > Direct Purchase

• 5.4% CTR .

Page 20: Mobile Advertising Myth Busting

ShupherSal video campaign

Page 21: Mobile Advertising Myth Busting

Mobile Real time touchVERTISING - VOLVO

• This campaign incorporates twitter updates in real time on the display banner

Page 22: Mobile Advertising Myth Busting

Myth vs. Reality #2

Mobile: an upgraded adv.

Experience when done right

The challenge is educating the

creative teams to understand and

utilize the smart phone capabilities

Page 23: Mobile Advertising Myth Busting

Myth #3:

mobile advertising fits only

teens and young adults

Page 24: Mobile Advertising Myth Busting

Smart Phone Demographics

ADMOB January 2010

Page 25: Mobile Advertising Myth Busting

Mobile advertising, specifically

in Smart phones, fits a wide target

audience

Myth vs. Reality #3

Page 26: Mobile Advertising Myth Busting

Myth #4:

mobile advertising is kicking WW,

but not yet in Israel

Page 27: Mobile Advertising Myth Busting

POSITIVE מפרסמים לדוגמא ב MOBILEחודשים אחרונים 4

A sample of advertisers in PositiveMobile network

Page 28: Mobile Advertising Myth Busting

POSITIVE מפרסמים לדוגמא ב MOBILEחודשים אחרונים 4

A sample of advertisers in PositiveMobile network

Page 29: Mobile Advertising Myth Busting

Positive Mobile shows positive

inventory growth

Page 30: Mobile Advertising Myth Busting

Israel is a bit behind US and European markets, but a

substantial market is already evolving

Myth vs. Reality #4

Page 31: Mobile Advertising Myth Busting

Myth#5:

mobile advertising is

In mobile phones

Page 32: Mobile Advertising Myth Busting

The share of of ad requests from mobile

devices which are not phones is on the rise

iPod Touch ,Sony PSP ,blue graph:

Nintendo Dsi

17%

Page 33: Mobile Advertising Myth Busting

Like these iPad campaigns…

Page 34: Mobile Advertising Myth Busting

Advertising in Mobile/portable devices

Myth vs. Reality #5

Page 35: Mobile Advertising Myth Busting

Thank You

Tzahi Stein

[email protected]

9 72-54-2245600