M Marketing Toolkit Trommen 2008 11 12 V2

The Mobile Marketing and Mobile Advertising ToolkitNovember 12, 2008, Romania New Media ConferenceDr. Alexander Trommen CMO

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• Mobile Marketing Ecosystem

• Mobile Marketing Cases

• Mobile Advertising Cases

AGENDA

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Every age has an innovative media channel…

First Radio… …then TV… …today the mobile

...which will be discovered by marketeers immediately:

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Can you feel it yet?

* Share of mobile marketing and mobile advertising billing of total billings of Mindshare

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Mobile Advertising can be compared to the very beginning of online advertising in 1998

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Mobile Marketing is projected to have 1.6% of total global Ad spend by 2012

• Global advertising grows from 2006 to 2010 5.7 % per year.

• Online and mobile advertising grow from 2006 to 2010 19.9 % per year.

• The forecast to 2012 for online advertising is $54billion, that’s a period growth of 84% and 10% of global ad spend.

• In 2006, mobile advertising was around

$0.8billion.

• According to the STL report, there is

potential for the mobile advertising market to

grow rapidly. By 2012, mobile advertising will

be $5billion - $13.5billion, that’s a period

growth of 467% and 1,6% of global ad

spend.

Source: Swisscom

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In Europe alone the search and display revenues are projected to reach 1.3 billion € in 2012

Source Vodafone Media Solutions, Data drom Jupiter Research M-Marketing & Advertising Model 11/2007

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Overview of the value chain and the retained percentages

Service Enablers

AdvertisersAdvertising

AgenciesPublishers

Media SalesAgencies

Consumers

Pays 100%GROSS ad rate

Retains ~25%of GROSS ad rate

Retains 15~20%of GROSS ad rate

Receives 55- 60%of GROSS ad rate

Shares 25- 30%with Content

Provider

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The huge market potential attracts a lot of investments intothe sector

- Nokia acquires Enpocket (September)

- Media holding company Publicis acquires Phonevalley, a mobile marketing agency

(September)

- Search specialist Medio Systems buys Suhari, a small mobile marketing start-up

(August)

- Yahoo! buys Actionality, an in-games ad specialist (August)

- Interpublic Group (agency conglomerate) creates mobile specialist JV Ansible with

Veltic, a mobile ad platform provider (July)

- Media communications and marketing group Aegis acquires Marvellous Mobile, a

mobile media agency/platform provider (June)

- AOL acquires ScreenTonic (May)

- MSN acquires Third Screen Media (May)

- Buongiorno acquires Flytxt (May)

- WWP (global ad agency) invests in mobile search specialist JumpTap (February)

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Mobile Marketing and Mobile Advertising are different

Mobile Advertising(scaleable)

Mobile Marketing

(project driven)

Products / Service

• Mobile display ads• Mobile text links• Mobile TV*• Video ads• Mobile search

• On pack promotions• Push- and pull SMS• Push- and pull MMS• Custom apps• WAP-pages (brands,

special campaigns)• Couponing• Ticketing

Market

• Recurring business• Standard business• Big player in mobile

search• Near at the online

market

• 2/3 of expected European M-Advertising/ Marketing Market in 2010

• Campaign for a shorter time -> non recurring

• Service / Consultant business

• More direct marketing

• 1/3 of expected European M-Advertising/ Marketing Market in 2010

Customers

• Advertiser• Agencies• Media agencies

• Advertiser• (Agencies)

Need relationship to

• Online advertising company

• Big ad sales companies

• Content provider• Operators• Big publishers

• Agencies• Media planer

• Creative agencies• Advertiser

Players

• Google• Double Click• Yahoo

• AdInfuse• Admob• Smaato• add2phone• MINICK

What does it need?

• Ad server• Standardisation of

adv tools• Personalisation &

targeting• Performance

measuring • Ad-funded content• Role of marketer• Ad sales• Scales effects

• Creative concept• Good design• Consulting

• Minick• Rhythm Media• 12snap• Neue Digitale

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AGENDA




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Web Registrations for Mobile Content

� Mobile content as a tool to

generate addresses

� Bases for permission based

marketing

� Connection of online und

mobile

� Content adapted to the actual

technical conditions

� Generated +100.000 contacts

Audi

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SMS Projections for Events

� ‚Hello World‘: laser projection of

SMS messages from all over the

world on selected famous

buildings world-wide, e.g. the

UNO headquarters in NY

� LIVE 8: opportunity to express

one‘s support per SMS, more

than 1 mio. SMS received

Events

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MMS Back-Channel and Competition at POS

� In cinemas all over Germany, flyers

with perforated masks were

distributed

� Users with camera phones could take

pictures with the Batman mask and

send them via MMS to a short code

� Senders participated automatically in

the lottery

� Photos could be viewed online on a

micro site

Batman

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Cutom-made Mobile Flirt Application & Mobile Portal

� Especially developed multi-

player flirt game

� Users create their profiles and

can flirt with other users

� Flirt partner evaluates the

performance and gives points

� Flirt queen and king were

calculated this way and crowned

on stage at the VIVA Comet

award

� Supported on TV by MTV and

VIVA, VJs as testimonials

AXE BCWW

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SMS to „call-back“

� Integrated raffle campaign in

cooperation with Pro7

� Promotion of the interactive

AudioCard in a 20sec TV

commercial

� Participant receives an

unheralded mystery call of

Captain Sparrow

� Mechanism of the lottery is

explained, participation directly

via the key pad

Pirates of the Caribbean

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On-pack Promotions via QR / 2D Codes

� Linkage of beverage and music:

music download on every bottle

� Take a picture of the 2D-Code

with the mobile phone, send the

photo via MMS to a dedicated

short code and activate the

download on the phone

� Cooperation with Warner Music,

promotion with TV commercials

Soneq

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In QR Codes are Mostly Used to Make Print or OutdoorAdvertising Interactive

Example Japan

Example Germany

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QR Codes are Almost Ubiquitous in Japan

The barcodes contain nutrition information, etc.

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AGENDA




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In Germany Alone Over 100 Portals Already Build TheirBusiness on Mobile Advertising

Source: Vodafone Media Solutions

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The Usage of the Mobile Internet Is Still Low Compared to the Web

Source: Vodafone Media Solutions, Data Status End of 2007

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Automatic Webpage Adaptation to Mobile by Browsers Leads to an Unsatisfying User Experience

Source: VDZ Akademie 2008 presented by Sevenval

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Vodafone Media Solutions Advertising Types

Source: Vodafone Media Solutions 2008

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Campaign-focused Mobile Portal

� Global mobile marketing

campaign for the World Cup 2006

� Content download, free life

ticker, information about the

games and players, possibility to

win tickets

� Supported by TV commercials,

partnerships with MTV and Xbox

360

� + 1.000.000 visits

Adidas Worldcup 2006

Source: www.MINICK.net

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Mobile portal with Nightlife Guide

� Pocket guide to help consumers

make the most of their nights

out

� Features, such as a pocket

bartender, are developed

specifically for consumers on the

move

� Integrated nightlife guide incl.

navigation for UK, Canada, India

� In UK the mobile site reaches

about one-third the traffic of the

website

Smirnoff

Source: AKQA

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Conclusion

� Marketing on cellphones consists of 2 areas Mobile Marketing and Mobile Advertising

� Mobile Marketing is the creative part where individualised solutions are key to be successful

� Mobile Advertising is a highly standardised and scalable business

� Mobile Advertising will see faster growth and larger revenues in the future

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Stay in touch

Dr. Alexander TrommenMail: [email protected]