Future of Digital Advertising (Mobile Perspective)

Is now the mobile phone

Jennifer Wilson principal Lean Forward

Mobile Advertising is a method of advertising that can reach target audiences often through the use of a mobile truck.

Wikipedia (April 2007)

Australian mobile users: 21m+ (PC: 16m)

Amount of time with device: 24 hours a day

Nature of device: highly personal and intimate

Device importance: critical (at all times)

Frequently secondary content consumption

Pull content (apps, internet, code readers)

Push content (SMS, MMS etc)

The message: it needs to be relevant to me

The context: ads are not always appropriate

The form: video consumption accelerating,

image, animation, text and augmented reality

The frequency: smaller ‘page’ size = fewer

ads

The response options – this is me, remember

Mobile is primarily a communication and connection device – don’t get in the way

It is the only screen with a build in (cashless) payment option (with the right partners)

Engagement means less pages, not more: CPM/page views is a stupid concept on mobile

Consumers may be paying to get your message(so make it worth their while)

Maintain your one-on-one relationship across all the devices you can communicate to them on

Click thru rates: 3% - 5% (common), 7% good

More in some devices

Conversion rates: 10% - 20%

ROI on mobile: 6 times higher than others

Mobile advertising market: 10% of online

Currently around $250m

And growing (both $ and % of online)

Click through to mini-site (destination page)Click to call (or request call back)Click to request (via email/form)Click to download (image, application, video)Click to complete a survey (specialist mini-site)Click to enter a competition Click to receive a sample (virtual or real – see

request)Click to respond (via SMS)Click for voucher (this can be fantastic)

Recommended ad size be based on aspect ratio 6:1, with a default ration of 4:1

There is extensive acceptance by local companies to adopt this ratio

Local advertising guidelines developed by AIMIA Mobile Industry Group (MIG)

Based on Mobile Marketing Association : http://mmaglobal.com/mobileadvertising.pdf

Size Description Example

Large 216 x 36

Medium 168 x 28

SMSPush messages, include links, content, imagesCan be forwarded (potentially viral)96% of messages read in 20 mins (email????)

InternetLimitations as to use of device functionalityLess control over placementMake sure the specific device is recognised (EX)

AppsFirst, get them to download (non-iPhone, < 12%)Ability to control ad placement

iPhone and Nokia N95 used to illuminate onlyRemember where the mobile market is:

21.5m mobile phones

5m 3G handsets

30% rich media devices

< 2% iPhone

Masking of number with name (doesn’t let me call back or cancel)

Text heavy How relevant is the

offer?Note: Osbourne Park

WA

First, recognise your handset

And the size of the pointing device….

Typical use of banner at top of page

Occasional repeats at fold

Usually max of 3 per page

Most popular area of site (and one which is naviagable and interactive!)

Small banner remains in place while information changes

Direct call to action on the banner FREE | PLAY NOW>

Ad slides as page is moved

Iconic brands are their own advertising

Add placed at top of page

As page is refreshed, ad moved down the page

New York Times application

Ad is placed a bottom of the screen

And remains there as you scroll down

Most ubiquitous device (ever)Responded to very quickly (SMS)On 24 x 7, nearby and accessed oftenCommunication, content and utilityResponse to mobile advertising incredible:

3% - 7% response rate10% - 20% conversation rate6 times the ROI on mobile compared to other forms

We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices

But your audience is more adventurousFind them where they are….

on those other screens

Jennifer Wilson principal Lean Forward