Integrating Mobile Advertising into the Marketing Mix
Thomas Arthur, GMSensis Digital Marketing Services
Advertising that’s always onAdvertising that’s always on
Key considerations for mobile campaigns
Why mobile advertising?
How is it being done?
Mobile advertising innovation
Consumermobile
advertisingcontent
Sensismobile
advertising business
Why Mobile Advertising?
Reach
8.55 millionAustralians currently use a mobile phoneconnected to a 3G network
Source: ACMA Communications Report 2007-2008
Reach
More than 4.4 millionare Telstra 3G and NextGTM network mobile customers
Reach
users each month
2.3 millionThe MediaSmart mobile ad network has
MediaSmart allows advertisers to take advantageof BigPond’s Mobile Portal which also includesthe Sensis mobile and 3rd party network.
Source: Omniture Report (Jan – Mar 2009)
Audience Targeting
Targeting parameter options can include:
Audience Targeting
Bright Futures35, Pyrmont
Conscious Consumers36, Clovelly
Mortgaged Aspirations35, Dundas
Studied Wealth55, Rose Bay
ROI
Sophisticated reporting capabilities
• Unique users
• Number of banner ad impressions
• Number of click-throughs to AdSites
• Average page views# Banner Ad Impressions# Banner Ad Impressions
# Click-throughto AdSites
# Click-throughto AdSites
Average Page ViewsAverage Page Views
# Competition Entries
# Competition Entries
# Downloads# Downloads
ROI
Sophisticated reporting capabilities
• Number of calls
• Number of downloads
• Number of competition entries
and more…# Opt Ins# Opt Ins # Mobile
Coupons# Mobile Coupons
How it’s being done
KEY RESULTS
• 756,315 impressions delivered
• CTR 1.16%
• 5% conversion rate to click to call
One click for direct response
QANTAS GLOBAL SALE
• Two-day buyout of the high profileBigPond “Top of Homepage” Bannerin conjunction with press– Leveraging enormous reach offered
by the BigPond Mobile Portal
KEY RESULTS
• 1,322,800 impressions delivered
• CTR 1.01%
• Video Downloads 3,019
• Competition entries 12,824
The brand in your hand• Stimulate brand loyalty and product
awareness through consumer engagement
McDONALD’S CHICKEN SUMMER CHOICES
• MediaSmart mobile channel the bestperforming media for campaign.
Mapping
SMS shortcodes
Send to mobile
SMS broadcasts
Database/CRM integration
Coupons
Bluetooth
Mobile codes
Integration with other media
Mobile codes
Send to mobilesSend to mobiles Coupons
Mapping
Lexus ‘L’Exhibition’
• National campaign targeting broad audience described as under 44yrs old, successful, affluent males
• CTR 1.22%
• Click to call 6%
Integration with other media
• Video downloads 4.4%• Mobile codes scanned 2.5%
“Lexus owners tend to betech-savvy and new mediais proving to be an effective method of communicatingwith this market –Matt Joyce (Lexus Media Agency)
Mobile campaign checklist
Content/Destination
Audience
Placement
Call to action
Creative
Device-friendly
Incentive
Timing
Integration
For more details SMS* ‘cebit’ to 0415 268 766 *standard SMS charges apply
or Visit our mobile site http://adsites.com.au/1/4555
"TV will never be a serious competitor for radio because people must sit and keep their eyes glued
on a screen;the average American family hasn’t time for it."
- New York Times, 1939
Don’t make the same mistake with mobile advertising
For more details SMS* ‘cebit’ to 0415 268 766 *standard SMS charges apply
or Visit our mobile site http://adsites.com.au/1/4555
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