Presentation singapore how to secure the right audience 2. version 2012 06 12
- 1. www.adsmobi.com
MOBILE
ADVERTISING
We deliver predicted results for a fixed budget.
How to Secure the Right
Audience
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved • contact@adsmobi.com
- 2. Mobile
Audience
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 3. Mobile Advertising Reach
A huge audience
Country (Asia) Mobile Phone Users
China 987 million
India 900 million
Indonesia 250 million
Philippines 86 million
Thailand 69 million
Vietnam 72 million
Malaysia 38 million
Singapore 5.7 million
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 4. Mobile Advertising Reach – 1st personal mass media
All Your Customers Carry and Use a Mobile Phone
The “7th Mass Media” Mobile Media
1) Print – Newspapers, Books, Magazines
2) Recordings – Records, Tapes, CDs 1st personal mass media
3) Cinema Always near and accessed
4) Radio Technology increases usage
5) Televisions Designed for interaction and
6) Internet (via PCs) communication
7) Mobile www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 5. Mobile Advertising Reach- Mobile is always near
Mobile Mass Reach Potential
Cross Media Compliment – Incorporate Mobile into an overall campaign
Traditional Media:
At the point where consumers are using these mediums and seeing an Ad, they do have their mobile
phones with them!
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 6. Plan a Mobile
Campaign
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 7. Mobile Advertising Reach- Mobile Media plan
Main Notes on Mobile Marketing:
Permission based
PC experience is different from a mobile device experience
Mobile is just one of the many mediums. A cross media strategy would maximize reach
Evaluation Methods:
Pre-planning
Know your objective and how mobile marketing can be used
Understand mobile users and usage patterns
Decision on your mobile properties and growth plans
Be engaging and provide incentives. Allow for interactive elements
Pick the right partners (not just a technology provider)
Evaluation
• Define KPIs and scorecards for objectives on mobile
• Reach numbers and goals
• Interaction goals
• Drive to action goals
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 8. Mobile Advertising Reach- Mobile Media plan
Segment by Campaign Parameters
Segment by Interest of Users Choice of Mobile Budget control, Time
Target Audience Apps and Mobi Sites targeting, Location, Date,
(Appeal to Costs, Mobile Genres,
Demographics) Device targeting
Media Plan
Customized Targeting Mobile Medium
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 9. Mobile Advertising Reach- Mobile Media plan
Mobile Mass Reach Potential
– How Many New Customers Do You Want To Reach?
Your Target Audience Carries a Phone
Adsmobi can easily secure mass potential customers to your mobile site
Using pull methods and branding tactics on mobile formats/mediums
Targeting the audience that you want
Rich media and appeal
Mobile formats/mediums at your disposal
Mobile Internet & Major Portals
Mobile Apps
Display ad: CPC, CPM or CPD
Rich Media
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 10. Mobile Advertising Reach- Mobile Media plan
Mobile Mass Reach Potential
Media Plan Example:
Focus on a Country’s Mobile traffic
Segment and target by Appeal to Behavior Preferences, Demographical Approach or Interest Approach
Segment and target by Date, Time, Handset, OS, City, GPS, App/Portal
Popular Mobile Apps Popular Mobile Portals
By Visitor’s Interests By Campaign Objectives By Holiday periods
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 11. Execute a
Mobile
Campaign
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 12. Mobile Marketing & Advertising
Mass Reach Potential… (Simple & Measureable)
We will display your company ads on mobile to millions of Users
We will bring mobile users to your Mobile Site, Facebook or App Store
Mobile Advertising Methods:
Cost Per Click - Pay only for each user coming to your site
CPM - pay only for impressions and views of your marketing messages
Target the right audience: Time targeting, location, channels, handset, etc
Fits and caters to all budgets and objectives
High value for marketing = cost of acquiring your customers in cents (USD)
Measureable and Controllable = ROI focused
Full reports on all campaigns metrics and performance
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 13. Choose your Targeting Capabilities
Mechanical and Audience Targeting
Operation Platforms Location Carrier
Android, Bada, Blackberry, iPhone, City, Country, State/Province, Region,
e.g. Singtel, Starhub, M1, Maxis…
iPad, WAP, Symbian, Windows Phone. Longitude, Latitude.
Channel/Category Demographics
e.g. Automotive, Business, Education, Age, Education, Ethnicity, Gender,
Games, Music, News, Sports, Travel. HHI, Interests.
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 14. Choose your Audience
adsmobi helps advertisers to reach the right demographic on scale
Automotive Business/Finance
Education Entertainment
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 15. Choose your Audience
adsmobi helps advertisers to reach the right demographic on scale
Games Healthcare/Fitness
Music News
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 16. Choose your Audience
adsmobi helps advertisers to reach the right demographic on scale
Parents Shopping
Social Networking Sports
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 17. Choose your Audience
adsmobi helps advertisers to reach the right demographic on scale
Teens Travel
Weather Women
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 18. Choose the right Mobile Medium
Several Mobile Solutions and Formats available to secure the Right Audience
Display Location Based App Rich Media
Banner Advertising Promotion & Video Ads
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 19. Choose the right Call to action
Different Call-to-Actions directs the audience directly to the right content
Click to App Click to Click to Click to Click to
Click to Call
Store Facebook Map Web Video
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 20. Focus on
Mobile Banners
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 21. Mobile Advertising Success
How to create successful Mobile Advertising campaigns
1. Define Objective + Target Audience
2. Define Reach
3. Define Messaging
4. Define Design
5. Define Call-to-Action
6. Define Reporting Tools
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 22. Mobile Advertising Success
Do and Don’t for Successful Mobile Advertising Campaigns
Don’t:
1) Use unnecessary images
2) Write vague headlines
3) Make viewers squint
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 23. Mobile Advertising Success
Do and Don’t for Successful Mobile Advertising Campaigns
Do:
1) Brand info
2) State the app name/Product
3) Clearly and boldly state
4) Use a strong call to action
5) Ensure your call to action stands out
6) Placement matters
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 24. Banners Displayed in Apps
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 25. Campaign Reports – Online and Live
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 26. Mobile Advertising Success
Top Elements for Success
1. Understanding Mobile User’s Intent
2. Previewing Your Mobile Ads
3. Viewing Your Site’s Mobile Users
4. Reaching Other Mobile Users
5. Tracking Mobile Conversions
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 27. Mobile Case
Studies
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 28. Featured Advertisers
adsmobi delivers ads for leading brands
Hospitality
Finance
Consumer Brands
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 29. Featured Advertisers
adsmobi delivers ads for leading brands
Technology
Carriers
Automobiles
Media
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 30. Success Story Mobile Display – Westin Hotels & Resorts
Higher user engagement via geo-targeted mobile ad
Objective: - Increase commerce booking and
encourage customers to book
vacations in Westin Hotels & Resorts
Campaign: - Geo-Targeted, interactive banner ad
that reads “Tap here to warm up” for
users in cold climate zones
- User who clean the frost of the
screen see a mobile landing page
with different options (room
reservation, sign in, hotel call, etc.)
Source: www.mobilemarketer.com (March 9, 2011).
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 31. Success Story Mobile Display – Kool-Aid
Click-to-Facebook campaign to increase number of Facebook fans
Objective: - Attract customers to become a fan
of the Kool-Aid Facebook page.
Target group were Hispanic
parents in the USA
Approach: - Click-to-Facebook campaign
through mobile advertising
banners within the adsmobi
network
Campaign: - Campaign Flight Dates: Jul 1 – Sep 4 2011
- Country-Targeting: USA
- Category: Parents
- Banner sizes: 300 x 50, 320 x 50
Results: - up to 3 Million Impressions
- up to 15,500 Clicks
Campaign screenshots
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 32. App Promotion
Get more Users for your App!
App Promotion Top Rank Powerful Reporting
Generate more Users and get Boost your app to the Efficient Download
discovered within the App Store. top of the App Store. Tracking for better results.
PUSH-APP EFFECT
More downloads = Higher ranks
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 33. Success Story App Promotion - Nestlé Purina Petcare
Boost from US Lifestyle rank 0 to rank 1 within three days!
Objective: - Generate more downloads for Nestlé Purina Petcare’s
app petcentric to increase brand awareness.
Approach: - adsmobi PUSH-APP PROGRAM. CPD-based campaign to
increase the number of downloads.
Campaign: - Campaign Flight Dates: September 2010
- Country-Targeting: USA, UK
- Category: Lifestyle
Results: - 3 days after campaign start:
- US Lifestyle rank 0 to rank 1
- US Overall rank 0 to rank 39
- UK Lifestyle rank 0 to rank 2
- UK Overall rank 0 to rank 21
The app was placed directly in front of other big competitors. In total, the campaign
created a huge number of new users and increased the awareness of the app
significantly.
petcentric app screenshot
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 34. Success Story App Promotion – DailyDeal GmbH
Boost from rank 51 to rank 1 within one day!
Market: Apple App Store, Germany
Category: Finance
Campaign Dates: March 7 – 16, 2011
Client: DailyDeal GmbH
Highest Results: # 1 Ranking over 6 day period (March 7 – 13)
# 39 ranked Overall Category
15,000 Downloads within 10 days
Up to 5,213 Downloads per Day (March 3rd)
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved
- 35. Mobile Advertising Reach - How to acquire new customers
Wandrille Provut
Regional Director APAC
Adsmobi Inc.
wandrille@adsmobi.com
www.adsmobi.com ▪ contact@adsmobi.com
Copyright © 2012 adsmobi Inc. • www.adsmobi.com • All Rights Reserved