OPPORTUNITIES OVERVIEW
Mobile
works at a very personal level, allowing brands to develop an on- going
dialogue with their customers to build brand loyalty
Used for either branding or direct response
–Branding:
full-screen interstitials, expandables, mobile video with pre-, mid-, post-roll
or live event production, and original branded content in branded channels
–DR:
mobile clubs, loyalty programs, mobile CRM, contests, sweepstakes, on-pack,
retail POS, hook-ins to supply chain management system on retail level
Integration of traditional and digital media
–Mobile
marketing campaigns can be optimized and uniquely measured (via SMS) across all
media formats – TV, print, OOH, online, mobile, etc.
Areas of opportunities
Internet Banners / Text links
-
Similarly to online advertising,
purchase banners, textlinks, or pre-roll video to run across publishers’ mobile
sites
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Buying done at the
site/publisher and network levels
SMS/MMS
Allows
advertisers to:
-
Promote the brand and create
an opportunity to interact with the audience
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SMS/MMS can also be
integrated with other forms of digital media such as console gaming
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Evaluate the effectiveness of
campaigns through response rates
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Get instant response at
points of interest and collect valuable customer data
3rd Party Application Sponsorships
-
Reach
a captivated audience of mobile consumers within trusted applications
-
Can
choose applications and devices
Search
-
5.2
million US mobile search users
-
Expected
to grow to 56.3 million by 2013
Proximity/Location-Based
Location-Based Services (LBS): utilize the geographical
position of the mobile device
-
Location based maps of user’s
current location, routing services to provide directions
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Real time information about
traffic conditions
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Identification of particular
points of interest based on user preferences
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Interactive POS/POI:
interactive screen on store front showing a 3D ‘virtual reality store’ and
product promotions
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Users can find out more about
particular products, their functionality and their price
-
Can text a short code on
their mobile to receive a discount voucher for any product promotions, to
redeem when the shop reopens
M-Commerce:
-
Ability
to conduct financial transactions using mobile devices
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Currently,
mobile content purchase and delivery mainly consists of the sale of ringtones,
wallpapers, and games for mobile phones
-
Nokia
is working to develop phones that will allow consumers to pay for items (or pay
each other) via text messages or other cell phone applications, similar to
Exxon Mobile’s Speedpass where consumers can “swipe ‘n’ go”
Proprietary
Applications
Software programs that are downloaded
installed and perform specific tasks on a mobile device
-
(Multi)media
and entertainment
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Games
-
Social
networking
-
Productivity
-
Utilities
-
Education
and reference
Couponing
Choose
target audience
Demographics:
-
Age
-
Gender
-
HH
Income
-
Geography
-
Education
-
Presence
of Children
-
Ethnicity
-
Marital
Status
Content Categories:
-
Search
& Directories
-
News
& Finance
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Entertainment
-
Mobile
Communications
-
Premium
Content & Downloads
-
Sports
-
Weather
Behaviors:
-
Categories
of high-propensity Individuals.
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Based
on mobile web browsing activity & premium mobile content purchase
Geographic
-
Zip code, DMA, state, country
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Location-based targeting
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Target users based on their
exact location and serve them ads for restaurants, attractions, stores, etc. in
their nearby vicinity
Device Targeting
-
Target based on type of
device as well as mobile carrier
Ex. Target only iPhone users
Custom Targeting
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Many publishers can work with
advertisers to provide a combination of traditional targeting options
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