This document summarizes Turkcell's mobile advertising platform called ADinAction. It centralizes control of mobile advertising and allows for sophisticated targeting of ads using subscriber data. ADinAction provides advertising across multiple platforms like mobile TV, smartphone apps, and web/WAP sites. It also enables location-based advertising and augmented reality features. Some key stats are provided, showing ADinAction handles around 14 million ads per month in Turkey, reaching 19 million subscribers. It has created around 90% of Turkey's mobile advertising revenues.
4. CONFIDENTIAL
Centralized control
Sophisticated Targeting
Monitor Results
Different roles & pricing options
Define ads to have click actions
ADinACtion - Value
5. CONFIDENTIAL
A new channel for mobile marketing and much more!
ADinAction - Augmented Reality
A bunch of differentiated services by overlaying of predefined digital content on top of
real time footage:
Location based, object based advertising,
Live newspaper
Latest news and promotions in footage area
Get stores information,
watch the advertisement
Start a video call
6. CONFIDENTIAL
ADinAction - Location Info Server
Cost-effective location provider for Location Based Services
Open third party interface
Location Info Server
(Cell ID & LAC)
Weather
Rental Tracking
Discount Offering
Advertising
GSM Network
7. CONFIDENTIAL
Facts & Figures
• Brought one leading operator to the center of mobile advertising ecosystem offering
the operator’s services as ad channels
• Average return to mass marketing activities: 0.1%
return rates achieved as high as 25% with sophisticated targeting with operators’s
subscriber data
• Impressions between May 2009 – March 2010: 145 Millions
• Current average: 14 Million ads per month; traffic doubled during the last quarter
• Creating ~90% of the country’s mobile advertising revenues
• Average revenue: 0.025 USD/impression (0.001 USD/impression for admob)
ADinAction
System live since May 2009 (pilot run until January 2010)
13 agencies
588 brands
Subscriber reach: 19 Millions
Winner of the “Best Product Development
Team” award 2010
http://www.stevieawards.com/pubs/iba/a
wards/408_2633_20490.cfm
8. Turkcell Technology Research & Development Inc.
TÜBİTAK Marmara Araştırma Merkezi
Teknoloji Serbest Bölgesi
Gebze –Kocaeli
TÜRKİYE
': +90 (262) 677 40 00
7 : +90 (262) 677 40 01
8 : www.turkcelltech.com
THANK YOU !
Editor's Notes
The 7th Mass Media
The Mobile Phone has been touted as the 7th Mass Media after the Internet and conventional mass mediums. This should not come as a surprise as Mobile Phones is a very personal possession and provides a direct reach to individuals. In 2006, global mobile advertisements spending accounted around USD$871 million, which was only around 0.19% of total global advertisement spending of USD$450 billion (report by Informa Telecoms & Media).
However, Mobile Operators globally should be taking Mobile Advertising as a serious new service revenue generator because:
- Global Mobile Advertising spending is expected to hit USD$13.862 billion in 2011 according to eMarketer, a digital marketing and media research company.
- A survey conducted in 2005 by Marketing Sherpa among ad:tech attendees indicated that US online marketers rate Mobile Advertising as the top tied emerging tactic which they would experiment in.
- With mobile subscriptions expecting to hit 4 billion subscribers by the end of 2008 and with an estimated global population of 6.7 billion in the same period of time, it provides a very huge advert penetration potential.
- According to Tomi Ahonen in his book “Mobile as the 7th of the Mass Media”, by end of 2007 mobile phones outnumbers TV sets by 2 to 1, Internet users by nearly 3 to 1 and the total PCs 4 to 1, making it a very viable media to advertise on.
- A study by Nielsen Mobile in 2007 shows that more than half of mobile data subscribers (51%) whom saw a mobile advertisement, responded to it by sending a text-message, clicking on it or calling a specific number.
- According to a quote by Morgan Stanley in 2007, 91% of mobile phone users keep their mobile phones within arm reach 24 hours, 7 days a week and 365 days a year.
Looking at the key reasons above, the importance of Mobile Advertising as an emerging service cannot be taken lightly.
Visual, intuitive and powerful web-based user interfaces
High performance platform with very low latencies
Visual, intuitive and powerful web-based user interfaces
High performance platform with very low latencies