The WOW of Mobile App Advertising

WHY?HOW?WHAT?

WHY?

Consumer Profile: Weekly Mobile App Users

Advertising keeps me up-to-date

on products I would like

to have

53% agree

I frequently will search for more

information about a product with my mobile

49% have requested more

information about a product

with their mobile

If I could make a purchase with a

single click on my mobile, I would use

it in the store and at home

63% agree

Source: Insight Express, Digital Consumer Portrait, 2009

Many Opportunities to Reach and Engage

More than 1 Billion global ad requests in Q2 (lots of opportunity to deliver a message!)

8.5x the click rate vs. online advertising

(and app users are influencers, so each message and click has even more impact per dollar)

Sources: comScore; Insight Express, July 2009 Mobile Phone Users

22 Million Weekly Mobile Web Users

0%

5%

10%

15%

20%

25%

30%

35%

55-64 yrs old

45-54 yrs old

25-44 yrs old

18-24 yrs old

I get more of my news from my mobile phone now than any other source

I use my mobile phone more than I use a computer to browse the Internet

The mobile Internet is my preferred way to receive information

Remember, App users are also

mobile web users!

Mobile Drives More Purchase Intent than Online

Source: Insight ExpressNote: Delta calculations based on overall exposed percentages (minus control)

Respondents: Mobile N = 47,658, Online N = 513,973

10.7

9.1

16.5

8.6

10.5

2.02.7

4.9

2.22.7

UnaidedAwareness

AidedAwareness

Ad Awareness BrandFavorability

PurchaseIntent

Mobile Norms

Online Norms

BRAND METRICSMobile versus Online

Why Such High Impact?

Users spend significant time in their favorite apps = More opportunity to see your message

Many applications capture location data (with user consent) = Enhanced targeting for close-to-purchase impact

100% share of voice = no competition for attention

HOW?

Sight, Sound, Motion!

Expandable Ads can Slide, Fade

or Flip

Photo Gallery to Highlight

Product Features

Leverage Video assets from TV

or online to Increase

Engagement

Example from mobile web,

can run in-app as well

Custom Integration with Persistent Branding (WHERETM)

Launch App CloseInterstitial

100% Share of Voice with Custom Rich Media Integration (WHERETM)

Click to site

From Ad View to Booking Room a Few Clicks

Banner Click 3Click 2Click 1

WHAT?

The Three-Step App Advertising Success Plan

1 Define your mobile objectives

2 Create your media plan

3 Measure and optimize

Define Objectives

Integrate mobile into your plan

Leverage mobile-specific behavior and device capabilities

Create Your Media Plan

1. The Right Apps: based on insights about your audience and clearly defined mobile app objectives

2. The Right Opportunities: create custom programs on desirable apps to effectively impact consumers

3. The Right Creative: from banners to full screen experiences and dynamic creative to ensure deeper engagement

4. The Right Destination: be sure to include a mobile optimized landing page to create a seamless consumer experience

Measure and Optimize

Continually optimize to increase campaign impact

If you’re promoting your own app, use conversion tracking from your direct-to-download ads

At conclusion, request fully transparent reporting on your media buy to continuously improve campaign results on mobile and across channels

Print out this handy cheat

sheet….