Mobile hamburg masterclass presentations camerjam

MOBILE ADVERTISING

www.adsmobi.com

Mobile Advertising Trends

Building a transactional mobile

website Mobile Retail & Brand Masterclass Hamburg, 20th March 2012

18% of visitors to online retail websites using mobile devices.

Mobile is a Retail Gamechanger!

It is revolutionizing retail for both consumers and

marketers. Jason Spero

Head of Mobile, Americas, Google

Source: techcrunch.com, 12/2011

A YOC GROUP COMPANY 4

1) Think Multi-Channel

2) Create New Use-Cases

3) Trust: Payment & Security

To ensure great customer experience,

usability and increased sales, consider

three things:

Multi Channel

The Web will have

more touch points in a larger digital ecosystem.

Identify use-cases and situations, where mobile

can support your customer or enables him to buy:

whenever and where ever he wants to.

2) Use-Cases

1) Assistance at the POS

3) Shop mobile

On the go (Smartphone)

Relaxed (Tablet)

4) Convert Lost-Sales (Shop closed, out of stock etc.)

2) Use-Cases

2) Check availbility at a store

more than a 1/3 (35 percent) are concerned about

security while shopping on a

mobile device.

Make sure customer data in

under your control, to ensure

highest security standards

Use well-known payment options, like e.g. Paypal

Do not link to not mobile-

optimized websites

Retail Best practice: Use-cases

Set the Benchmark!

Retail

A YOC GROUP COMPANY

Best practices: Mobile Shops

Take-away!

Worldwide Customer Portfolio Key Player (excerpt)

Thank you for your attention!

Sascha Langfus, Vice President Sales - Sevenval GmbH

MOBILE ADVERTISING

www.adsmobi.com

Making your online advertising strategy work on mobile

- Some tips and ideas

Mobile Retail & Brand Masterclass

Hamburg, 20.03.2012

About me

• Marcel Pirlich

• Founder & CEO Adspert

• Member of Fachgruppe Mobile/ BVDW since 2006; member of MMA

• More than 12 years in mobile and online

• Find me on or email: marcel.pirlich@adspert.de

Things to consider on Mobile

• Tracking (e.g. Google Analytics) – Android Store (“App downloaded and installed?”)

– Mobile Site (“Userflow, clicks?”)

• Marketing – SEO

– SEA (e.g. Google) • Click-to-Call

• Mobile Landingpages

– Mobile Affiliate (e.g. Sponsormob/ Trademob)

Things to consider on Mobile

• Tracking (e.g. Google Analytics) – Android Store (“App downloaded and installed?”)

– Mobile Site (“Userflow, clicks?”)

• Marketing – SEO

– SEA (e.g. Google) • Click-to-Call

• Mobile Landingpages

– Mobile Affiliate (e.g. Sponsormob/ Trademob)

Example for optimizing SEA

Search Engine Advertising

Search

Ads within Google Search

Display

Content-relevant Ads within Google Adsense network

86.3% (34.72 millions) of internet users use search engines

59.3% of internet users shop online.

Your Business

Goals and KPIs Budget, Strategies

Instruments Quality Score, Bids

Google Adwords – What you can do

Challenges of AdWords Optimization

Strategy •Ad design •Banner design •Landing Pages •Keyword selection

Statistics •CPC-bids •Seasonality •Prognosis •Scenarios

Success with AdWords

Artificial Intelligence Creativity

How do you search?

search- and buying-behavior is changing during the day (seasonality), depending on

• time

• day of the week

• day of the month

• (day/ week/ month of the year)

Is conversion-rate influenced by ‘seasonality’?

Search requests desktop & mobile

Daily Weekly

Source: Citi Investment Research and Analysis; iCrossing Mobille, U.S. Google Interne Daten, 2010

EXAMPLE OF SEASONALITY WITH A PARTICULAR PLACEMENT

How does that translate into Google Adwords?

Example: seasonality Monday

Example: seasonality Tuesday

Example: seasonality Wednesday

Example: seasonality Thursday

Example: seasonality Friday

Example: seasonality Saturday

Example: seasonality Sunday

Example: seasonality ‘day of the week’

Example: seasonality ‘day of the month’

Example calculation: At what time does the keyword/ placement have what conversion rate

Relative conversion-rate 9:00:

Relative conversion-rate 22:00:

Basis: 100% (5:00)

Example calculation 1: Same CPC for the whole day

Kosten/ Conversion ändern sich durch Saisonalität

Example calculation 1: Same CPC for the whole day

Loss at time X

Example calculation 2: Adapted CPC for each hour

Anpassung des CPC gemäss Saisonalität

Example calculation 2: Adapted CPC for each hour

Profitable at every time

How can you manage seasonality? Google API vs. Google frontend

Manual management options not sufficient

Conclusion

By using seasonal effects, profitability of Google Adwords campaigns increases substantially.

Losses are avoided.

If you don’t adapt your CPCs several times per day, you waste money!

Adspert is your autopilot for online marketing

Continuous Optimization of Bids - Long-Tail and Seasonality Adspert works on a realtime-basis and adjusts CPC-bids at least 5x per day - 24/7

Adding new Keywords and Placements Adspert identifies profitable elements and adds these to the account, costs for unprofitable elements will be cut

Open for International Markets Adspert is active around the clock, reliable in all languages and markets

No Installation necessary Adspert does not need any installation or special tracking-solutions and is ready to run within minutes

Try it yourself!

Testdrive Adspert: 30 days, all features, free.

Registration at adspert.de/invite

MOBILE ADVERTISING

www.adsmobi.com

www.adsmobi.com ▪ contact@adsmobi.com

adsmobi delivers quality advertising traffic for advertisers

ABOUT ADSMOBI

YOU ADSMOBI MOBILE MEDIA BUYING PLATFORM MOBILE

SMAATO AD OPTIMIZATION

PLATFORM

PUBLISHER / DEVELOPER

Advertisers, looking for ad space traffic

YOUR SAVINGS 1 CONTACT = 50,000+ PUBLISHERS & DEVELOPERS

TRANSPARENT – TARGETED - AFFORDABLE

DISPLAY ADVERTISING

PUSH-APP PROGRAM

PRIME LOCATION

RICH MEDIA & VIDEO ADS

+ In-App & Mobile Web.

Requests ad banner

Device, Country & more meta data.

• 50,000+ Publishers • 40+ BN Ad Requests •230+ Countries

Mobile Trends

MOBILE ADVERTISING POWERHOUSE EUROPE Big 5 Mobile Advertising Markets in Europe will be worth over $1 billion in 2014

200,000,000

400,000,000

600,000,000

800,000,000

1,000,000,000

1,200,000,000

1,400,000,000

1,600,000,000

1,800,000,000

2011 2012 2013 2014 2015 2016

Germany

France

In US-$ Big 5 mobile advertising forecasts 2011 - 2016

Source: mobileSQUARED, September 2011

www.adsmobi.com/whitepaper

USA: THE UNITED SMARTPHONES OF AMERICA 159 Million US Mobile Internet Users in 2012

25,000,000

50,000,000

75,000,000

100,000,000

125,000,000

150,000,000

175,000,000

2010 2011 2012

iPhone

Android

Feature Phones

Legacy

US Mobile Internet Users 2010 - 2012

Source: mobileSQUARED, November 2011

www.adsmobi.com/whitepaper

MOBILE COUPON ADVERTISING 4 Reasons for Mobile Coupons

• Effective promotion - Effective tool, targeted around your retail location

• Fresh incentives - Stimulate passive markets with fresh incentives

• Brand awareness - Raise brand awareness in relevant target areas

• Reward function - Great way to reward existing customers

ADSMOBI PRIME LOCATION New Location Based Mobile Advertising Service launched in UK

adsmobi’s Prime Location Coupon Service!

Create coupons to the exact need of your brand

Coupon example Banner example Coupon radius example

ADSMOBI PRIME LOCATION 4 steps to your PRIME LOCATION targeted coupon campaign

1. Select coupon-type and category 2. Set up your deal

3. Customize your banner 4. Select your location

adsmobi is a mobile media buying platform that focuses on placing successful mobile campaigns for mobile advertisers. adsmobi delivers premium advertising traffic for advertisers through partnerships with leading mobile mediation and optimization platforms. adsmobi matches agencies and brands with the best mobile publisher inventory to achieve their mobile ROI goals. adsmobi focuses on the advertiser “buy side” of the mobile advertising ecosystem. The adsmobi ad server will help effectively manage media spending with the flexibility to target a desired audience at the right time, in the right place, on the right device.

About adsmobi Inc.

New York ▪ London ▪ Hamburg ▪ Singapore

adsmobi Inc. Gerhofstrasse 2 20354 Hamburg, Germany

T: +49 40 6094 0838 E: hamburg@adsmobi.com

Facebook.com/adsmobi Twitter: @adsmobi

Senior Marketing Manager

Alexander Voss

alexander@adsmobi.com +178 343 11 37

Mastering Customer Journeys in the Multi-device Connected World

Sevim Özdel Senior Sales Manager

TIME Prediction: ‘The Futurist’, 1966

March 20, 2012 55

Harold Camping, TIME Magazine

“Remote shopping, while possible, would never become popular – because women like to get out of the house, like to handle the merchandise, like to be able to change their minds.”

2011 – ‘Smart Shoppers’

March 20, 2012 56

Traditional retail is disrupted as smartphones enter brick- and mortar stores

At the end of 2011, nearly 1 in 5 smartphone users scanned product barcodes and nearly 1 in 8

compared prices on their phone while in a store

Source: comScore – 2012 Mobile Future in Focus

More than half of the U.S. smartphone population used their phone to perform retail research while inside a store in 2011

People are increasingly using Tablets for “Pre-Sale” Activities

March 20, 2012 57

Source:Monetate, October 2011

The Connected Consumer

Source: http://www.onlinemarketing-trends.com/2012/01/state-of-online-shopping-mobile-apps-vs.html

March 20, 2012 59

People don’t think in isolated experiences.

They derive value and meaning from the total experience.

Mobile-enabled e-commerce

“If no one else will say it, I will. Contrary to popular opinion, and what we may want to believe as mobile and retail enthusiasts, consumers have not been buying billions of dollars of products via mobile commerce. The majority of purchases, easily 90% or more, have actually been mobile-enabled e-commerce. Not mobile commerce. There is a difference. While subtle, it’s extremely important for retailers to recognize the difference because it’s going to change quickly.”

Source: Forbes Magazine http://ow.ly/8vSII

John Caron SVP Marketing Modiv Media 16 January 2012

What makes the difference?

Providing

in the right moment,

to your customer,

through the right channel,

the right information

makes the difference!

March 20, 2012

Netbiscuits in a Nutshell

What is Netbiscuits?

Netbiscuits is the world’s leading cloud platform for the development

and delivery of next generation web apps across all mobile and

connected devices

March 20, 2012

Cross-Mobile Strategy

Netbiscuits support its clients and partners with the execution of a unified cross-device mobile

strategy by removing the complexity of programming for diverse devices, including

multi-touch enabled devices

Thank you

Sevim Özdel Senior Sales Manager EMEA s.oezdel@netbiscuits.com +49 (0)151 61339503 www.netbiscuits.com

About adsmobi Inc.

Alexander Voss

„Why location is so important for mobile advertising“

servtag local Ads™

23 Mio. Smartphone Users

95% of users

search for local information via mobile devices

Internet World Business 09.06.2011 Mobile Branding Barometer, G+J EMS Mobile und Plan.net

10,4 Mio. Smartphones

sold in Germany 2011!

“If a company doesn’t have a mobile strategy, then it doesn’t have a strategy” Eric Schmidt, Google

Anywhere the eye can see, it’s likely to see an ad!

• We are more receptive to ads that are relevant to us personally

• Our smartphone’s screen is very personal – but also very small

• Space for ads is limited – irrelevant offers and stupid banners annoy us

How to create relevant ads?

0,5km – 5km awareness and customer acceptance increase with proximity to your branch

5km – 15km 80% of your customers live within 15 km to your branch

15km – 30km mobile branding: mobile is highly engaging!

Relevance = matching interest and location

Producing meaningful responses to local retailers

71 Distance to POS in km

Example: servtag LBA

Matching targeting and coverage

Example: regional concentration of mobile ad requests

EAN/QR Code Banner

Offline

Advertiser Point of Sale

Servtag LocalAds™

Tracking and optimization

Click out

Click to Call

Increase your ads‘ relevance...

2. E-Commerce = M-Commerce

If we are seeking local offers or product information, we are on the verge of determining our purchase

1. Our phones are

• always on • always with us • always connected

…and you can trigger an immediate action!

Contact

20.03.2012 75

servtag GmbH Rosenthaler Strasse 2

10119 Berlin Tel. +49 (0) 30 609 854 744

About adsmobi Inc.

Alexander Voss

Mobile hamburg masterclass presentations camerjam

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