Vodafone Hungary

Mobile Advertising in Action!

08 June, 2009 / Mobile Monday

Bodnár Csilla / Mobile Advertising Manager

April 8, 2023

2 Confidential! Business Development

Agenda for today

Share information about:

• What we offer

• Where we are now

• Why mobile can be an exciting media for advertisers

• Local case studies

April 8, 2023

3 Confidential! Business Development

Vodafone has been FIRST to launch mobile advertising services in Hungary in 2008 (June)

Today, we are still the only operator:

AD SERVING

Capable of executing wap, sms/mms and web campaigns – standalone or integrated, broadcast or targeted…

FULL SERVICE

Offering turn-key complex solutions from creative concepts to full campaign implementation

„MEDIA” COMPANY

Having established commercial processes and contacts to speak the language of advertising agencies

April 8, 2023

4 Confidential! Business Development

Advertising portfolio of Vodafone Hungary

SMS:

Rúgd a bőrt a telefonodon!

Töltsd le most díjmentesen a Real Football 2008 játékot

és….

MobileWeb Internet Print Direct messages

• Consumer

• ONE

• FOTEL

• Enterprise

• TÁRSASÁG

• Targeted SMS/MMS messages

• 120.000 users in opt-in database (demographics, interest)

Unique, client and brand specific, innovative mobile advertising solutions!!

• Mobileweb banners

• Link placements

• Co-branded content offers

• 150.000 unique users/month

• Targeted banners on Vodafone’s webSMS pages

• Banners on Vodafone webSMS, „enquiry service” and handset pages

• 350-500.000 unique users/month

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Brands are interested! since the launch in June 2008:

25 Brands

43 campaign orders

62 campaign flights

issued

booking

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Why mobile can be an exciting marketing media?

3+1 key reasons!

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1. „Always in Reach” – mobile is a very direct, personal tool

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Organise day, commute

Lunch, break for catch-up

Evening entertainment, at

home

Commute, shopping

User activity

Example messages

McDonald’s breakfast menus on

special today: only 100 Ft!

Register and win an Opel Corsa from Vodafone!

Get your instant 10% discount

coupon for Springfield!

Download Real Football 2008

for free - sponsored by Nivea for Men

Deo Sport!

April 8, 2023

8 Confidential! Business Development

2. Interaction

Novelty effect: advertising = content!

Small sized screen means high recognition rate → NOT flooded with ads

Click-to-Action: anything a mobile can do!calling, register for call-backbrowsing for infodownloads: video, game, wallpaper

adapted internet pagemap (location), purchasing, coupons…

We have already tried:

Further options:

April 8, 2023

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3. Targeting

Contextual – similar to other media

Type of device income

Information related to phone number – consent needed!Demographics (sex, age)Interest (16 filters)„Mobile” behavior (eg. roaming)

April 8, 2023

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+1. MobileWeb audience

Without targeting: Young (18+), Male, Urban, High income (AB status)

72,5%

33,2%

56,3%62,7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Male Secondary school + 18-39 Income (AB)

Population MobilWeb

Source: TGI

April 8, 2023

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Case Studies from Vodafone Hungary

April 8, 2023

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4/1 Citroen C5 campaign (2008 Oct-Nov)

Mobileweb banner Mobile microsite

Test drive registration,

catalogue order, video download

with 1 click!

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Key results

53 test drives booked

77 catalogues ordered

5.000+ users engaged on mobile microsite

2.000.000 ad contacts

3,84% CTR

Transactions

Engagement

Awareness

Sales!

Brand metrics!

April 8, 2023

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Mobilbweb and targeted SMS

campaign

Nivea Olympic News microsite

(sponsored content)

Free of charge MMS & SMS Olympic news alert service (Bejing 2008)

Free of charge

downloading (Real

Football 2008)

4/2 Nivea For Men Deo Sport campaign (2008 June-August)

results, daily news, photos of the best moments, picture of

the day..

April 8, 2023

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Key results

300.000+ unique users reached

10.000+ users activated

3,6% CTR on mobilweb

6.505 mobile events activated

No.1. mobile game downloaded in about a week (Real Football 2008)

April 8, 2023

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4/3 Direct SMS: K&H Bank campaign (2008 Nov)

SMS dialogue mechanism!!

ANSWER: „YES”

ANSWER: other than „YES”

Köszönjük! Részletért hívja a 3353355 számot, vagy kattintson: http://live.vodafone.com/cae/3pi/display.do?nodeName=3pi-mediapark-kandh_promo-default. K&H Bank

Köszönjük visszajelzését! További kellemes napot kívánunk! Üdvözlettel: K&H Bank

Campaign results:

• 1,053 registered users

• 8% of target group responded positively

Managers and entrepreneurs targeted

ONLY!!

K&H Új Magyarország Mikrohitel és Új Magyarország Hitelgarancia vállalkozásoknak. Részletekért küldjön IGEN-t a 1770-re díjmentesen! Vodafone Mobilhirdetés

April 8, 2023

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4/4 Direct MMS: LG Secret (2008 Dec)

Slide 1 Slide 2 Slide 3 Slide 4

Mobile microsite

5,004 users successfully reached from the target group

Targeting opt-in users interested in mobile/technology!!

Product information, special Vodafone offer and quiz game

with 1 click!

April 8, 2023

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Thank you for your attention !