Quattro Wireless Wow Of In App Advertising
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Transcript of Quattro Wireless Wow Of In App Advertising
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….