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www.adsmobi.com

MOBILE
ADVERTISING

Mobile Advertising Trends
Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved • contact@adsmobi.com

Building a transactional mobile
website
Mobile Retail & Brand Masterclass Hamburg, 20th March 2012

18%
of visitors to online retail websites using mobile devices.

Mobile is a Retail Gamechanger!
It is revolutionizing retail for both consumers and
marketers.
Jason Spero
Head of Mobile, Americas, Google

Source: techcrunch.com, 12/2011

© 2012 Sevenval GmbH A YOC GROUP COMPANY 3

To ensure great customer experience,
usability and increased sales, consider
three things:

1) Think Multi-Channel
2) Create New Use-Cases
3) Trust: Payment & Security



Multi Channel

© 2010 Sevenval GmbH 5


The Web will have

more touch points
in a larger digital ecosystem.


2) Use-Cases

Identify use-cases and situations, where mobile
can support your customer or enables him to buy:
whenever and where ever he wants to.

2) Use-Cases

1) Assistance at the POS

2) Check availbility at a store
3) Shop mobile
On the go (Smartphone)
Relaxed (Tablet)

© 2010 Sevenval GmbH
4) Convert Lost-Sales (Shop closed, out of stock etc.) 8


more than a 1/3
(35 percent) are concerned about
security while shopping on a
mobile device.



 Make sure customer data in
under your control, to ensure
highest security standards

 Use well-known payment
options, like e.g. Paypal

 Do not link to not mobile-
optimized websites


Retail
Best practice: Use-cases

Set the Benchmark!


Retail
Best practices: Mobile Shops


Take-away!


Worldwide Customer Portfolio
Key Player (excerpt)


Thank you for your attention!

Sascha Langfus, Vice President Sales - Sevenval GmbH


Making your online advertising
strategy work on mobile
-
Some tips and ideas

Mobile Retail & Brand Masterclass
Hamburg, 20.03.2012

About me
• Marcel Pirlich
• Founder & CEO Adspert
• Member of Fachgruppe Mobile/ BVDW since
2006; member of MMA
• More than 12 years in mobile and online

• Find me on
or email: marcel.pirlich@adspert.de

Things to consider on Mobile
• Tracking (e.g. Google Analytics)
– Android Store (“App downloaded and installed?”)
– Mobile Site (“Userflow, clicks?”)

• Marketing
– SEO
– SEA (e.g. Google)
• Click-to-Call
• Mobile Landingpages
– Mobile Affiliate (e.g. Sponsormob/ Trademob)

Things to consider on Mobile
• Tracking (e.g. Google Analytics)
– Android Store (“App downloaded and installed?”)
– Mobile Site (“Userflow, clicks?”)

• Marketing
– SEO
Example for optimizing SEA
– SEA (e.g. Google)
• Click-to-Call
• Mobile Landingpages
– Mobile Affiliate (e.g. Sponsormob/ Trademob)

Search Engine Advertising

86.3% (34.72 millions) of internet users use search engines

59.3% of internet users shop online.

Search
Display
Ads within Content-relevant
Google Search Ads within Google
Adsense network
Goals and KPIs Instruments
Budget, Strategies Quality Score, Bids

Your Business

Google Adwords – What you can do

Challenges of AdWords Optimization

Strategy Statistics
• Ad design • CPC-bids
• Banner design • Seasonality
• Landing Pages • Prognosis
• Keyword selection • Scenarios

Creativity Artificial Intelligence

Success with AdWords

How do you search?
search- and buying-behavior is changing during
the day (seasonality), depending on
• time
• day of the week
• day of the month
• (day/ week/ month of the year)

Is conversion-rate influenced by ‘seasonality’?

Search requests desktop & mobile
Daily Weekly

Source: Citi Investment Research and Analysis; iCrossing Mobille, U.S. Google Interne Daten, 2010

How does that translate into Google Adwords?

EXAMPLE OF SEASONALITY WITH A
PARTICULAR PLACEMENT

Example: seasonality Wednesday

Example: seasonality ‘day of the week’

Example: seasonality ‘day of the
month’

Example calculation:
At what time does the keyword/ placement have what conversion rate

Relative conversion-rate 9:00:
88%

Relative conversion-rate 22:00:
119%

Basis: 100% (5:00)

Example calculation 1:
Same CPC for the whole day

Kosten/ Conversion ändern sich durch Saisonalität

Same CPC for the whole day

Loss at time X

Adapted CPC for each hour

Anpassung des CPC gemäss Saisonalität

Adapted CPC for each hour

Profitable at every time

How can you manage seasonality?
Google API vs. Google frontend

Manual management options not sufficient

Conclusion
By using seasonal effects, profitability of Google
Adwords campaigns increases substantially.
Losses are avoided.

If you don’t adapt your CPCs several times per
day, you waste money!

Adspert is your autopilot for online marketing

Continuous Optimization of Bids
- Long-Tail and Seasonality
Adspert works on a realtime-basis and adjusts CPC-bids
at least 5x per day - 24/7

Adding new Keywords and Placements
Adspert identifies profitable elements and adds these to the account, costs
for unprofitable elements will be cut

Open for International Markets
Adspert is active around the clock, reliable in all languages and markets

No Installation necessary
Adspert does not need any installation or special tracking-solutions and is
ready to run within minutes

Try it yourself!
Testdrive Adspert: 30 days, all features, free.

Registration at adspert.de/invite

ABOUT ADSMOBI
adsmobi delivers quality advertising traffic for advertisers

SMAATO AD
PUBLISHER / MOBILE
YOU ADSMOBI MOBILE MEDIA BUYING PLATFORM OPTIMIZATION
DEVELOPER USER
PLATFORM

DISPLAY PUSH-APP PRIME RICH MEDIA • 50,000+ Publishers
ADVERTISING PROGRAM LOCATION & VIDEO ADS • 40+ BN Ad Requests
•230+ Countries

Advertisers, looking for In-App & Mobile Web. Device, Country &
ad space traffic
+ Requests ad banner more meta data.

YOUR SAVINGS
1 CONTACT = 50,000+ PUBLISHERS & DEVELOPERS
TRANSPARENT – TARGETED - AFFORDABLE

www.adsmobi.com ▪ contact@adsmobi.com

Copyright © 2011 adsmobi Inc. • www.adsmobi.com • All Rights Reserved

Mobile Trends



MOBILE ADVERTISING POWERHOUSE EUROPE
Big 5 Mobile Advertising Markets in Europe will be worth over $1 billion in 2014

In US-$ Big 5 mobile advertising forecasts 2011 - 2016 $

$
1,800,000,000
$
1,600,000,000

1,400,000,000

1,200,000,000
UK
1,000,000,000 Germany
800,000,000 Italy
600,000,000 France
400,000,000
Spain

200,000,000

-

2011 2012 2013 2014 2015 2016

www.adsmobi.com/whitepaper
Source: mobileSQUARED, September 2011 www.adsmobi.com ▪ contact@adsmobi.com


USA: THE UNITED SMARTPHONES OF AMERICA
159 Million US Mobile Internet Users in 2012

US Mobile Internet Users 2010 - 2012
175,000,000

150,000,000

125,000,000
iPhone
100,000,000
Android
75,000,000 Feature Phones
Legacy
50,000,000
Other
25,000,000

-

2010 2011 2012

www.adsmobi.com/whitepaper
Source: mobileSQUARED, November 2011 www.adsmobi.com ▪ contact@adsmobi.com


MOBILE COUPON ADVERTISING
4 Reasons for Mobile Coupons

• Effective promotion
- Effective tool, targeted around your retail location

• Fresh incentives
- Stimulate passive markets with fresh incentives

• Brand awareness
- Raise brand awareness in relevant target areas

• Reward function
- Great way to reward existing customers



ADSMOBI PRIME LOCATION
New Location Based Mobile Advertising Service launched in UK

adsmobi’s Prime Location Coupon Service!
Create coupons to the exact need of your brand

Banner example Coupon example Coupon radius example



ADSMOBI PRIME LOCATION
4 steps to your PRIME LOCATION targeted coupon campaign

1. Select coupon-type and category 2. Set up your deal

3. Customize your banner 4. Select your location



adsmobi Inc.

Alexander Voss Gerhofstrasse 2
20354 Hamburg, Germany

Senior Marketing Manager

alexander@adsmobi.com +178 343 11 37

About adsmobi Inc.
adsmobi is a mobile media buying platform that focuses on placing successful mobile campaigns for mobile
advertisers. adsmobi delivers premium advertising traffic for advertisers through partnerships with leading mobile
mediation and optimization platforms.

adsmobi matches agencies and brands with the best mobile publisher inventory to achieve their mobile ROI goals.
adsmobi focuses on the advertiser “buy side” of the mobile advertising ecosystem. The adsmobi ad server will help T: +49 40 6094 0838 Facebook.com/adsmobi
effectively manage media spending with the flexibility to target a desired audience at the right time, in the right Twitter: @adsmobi
place, on the right device. E: hamburg@adsmobi.com

New York ▪ London ▪ Hamburg ▪ Singapore www.adsmobi.com ▪ contact@adsmobi.com


Mastering Customer Journeys in
the Multi-device Connected World

Sevim Özdel
Senior Sales Manager

© Netbiscuits GmbH 2012

TIME Prediction: ‘The Futurist’, 1966

“Remote shopping,
while possible, would
never become popular
– because women like
to get out of the house,
like to handle the
merchandise, like to be
able to change their
minds.”

Harold Camping, TIME Magazine

March 20, 2012 © Netbiscuits GmbH 2012 55

2011 – ‘Smart Shoppers’

Traditional retail is disrupted as smartphones
enter brick- and mortar stores
More than half of the U.S. smartphone
population used their phone to perform
retail research while inside a store in 2011

At the end of 2011, nearly 1 in 5 smartphone
users scanned product barcodes and nearly 1 in 8
compared prices on their phone while in a store

= =
Source: comScore – 2012 Mobile Future in Focus


People are increasingly using Tablets for “Pre-Sale” Activities

Source:Monetate, October 2011


The Connected Consumer

Source: http://www.onlinemarketing-trends.com/2012/01/state-of-online-shopping-mobile-apps-vs.html


People don’t think in isolated experiences.
They derive value and meaning from the total experience.

Mobile-enabled e-commerce

“If no one else will say it, I will. Contrary to
popular opinion, and what we may want to
believe as mobile and retail enthusiasts,
consumers have not been buying billions of
dollars of products via mobile commerce.
The majority of purchases, easily 90% or
more, have actually been mobile-enabled
e-commerce. Not mobile commerce.
There is a difference. While subtle, it’s
extremely important for retailers to
John Caron
SVP Marketing recognize the difference because it’s going
Modiv Media
16 January 2012 to change quickly.”
Source: Forbes Magazine http://ow.ly/8vSII


What makes the difference?

Providing
in the right moment,
to your customer,
through the right channel,
the right information
makes the difference!


Netbiscuits in a Nutshell


What is Netbiscuits?

Netbiscuits is the world’s leading
cloud platform for the development
and delivery of next generation
web apps across all mobile and
connected devices


Cross-Mobile Strategy

Netbiscuits support its clients and partners with
the execution of a unified cross-device mobile
strategy by removing the complexity of
programming for diverse devices, including
multi-touch enabled devices


Thank you

Sevim Özdel
Senior Sales Manager EMEA
s.oezdel@netbiscuits.com
+49 (0)151 61339503

www.netbiscuits.com


„Why location is so important for
mobile advertising“
servtag local Ads™

“If a company doesn’t have a mobile strategy,
then it doesn’t have a strategy” Eric Schmidt, Google

10,4 Mio.
Smartphones
sold in Germany
2011!

23 Mio. 95% of users
Smartphone Users
search for local
information via
mobile devices
Internet World Business 09.06.2011 68
Mobile Branding Barometer, G+J EMS Mobile und Plan.net

Anywhere the eye can see, it’s likely to see an ad!
• We are more receptive to ads that are
relevant to us personally

• Our smartphone’s screen is very personal –
but also very small

• Space for ads is limited – irrelevant offers
and stupid banners annoy us

How to create relevant ads?

69

Relevance = matching interest and location
0,5km – 5km
awareness and customer acceptance increase with proximity to
your branch

5km – 15km
80% of your customers live within 15 km to your
branch

15km – 30km
mobile branding: mobile is highly
engaging!

Producing meaningful responses to local retailers

1,2
%

1,0
%
CTR

0,8
%

0,6
%
Example: servtag LBA

Distance to POS in km 71

Matching targeting and coverage

72
Example: regional concentration of mobile ad requests

Tracking and optimization

Advertiser Point of Sale

Servtag LocalAds™

Banner Click out Offline
EAN/QR Code Click Click to Call CPAs
etc.

Increase your ads‘ relevance...

1. Our phones are 2. E-Commerce = M-Commerce

• always on
• always with us
If we are seeking local offers or product information,
• always connected
we are on the verge of determining our purchase

…and you can trigger an immediate action!
74

Contact

servtag GmbH
Rosenthaler Strasse 2
10119 Berlin
Tel. +49 (0) 30 609 854 744

20.03.2012 75

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