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Mobile Advertising Myth Busting

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  • 1. Myth #1: Mobile Advertising is a big promisebut it still doesnt happen much at the moment
  • 2. The smartphone becomes a prefferred channel to enter the web
  • 3. The users are there: mobile web browsing and app usage is soaring
  • 4. The SamrtPhone boom is the major catalyst For mobile media budgets to grow And the advertising & media market acts accordingly
  • 5. Mobile ad requests are already large scale
  • 6. Many predictions of market size Its the trend that matters
  • 7. The fastest growing digital media channel "Mobile advertising obviously has a lot of potential and power. There's a lot of debate about whether it will take off we think it will, driven by iPhone and Android development.," Sir Martin Sorrell WPP chairman DECEMBER 09
  • 8. Myth vs. Reality #1 Mobile media becomes an integral part of the media mix say Mark Read, chief executive of WPP Digital. "The absolute revenues now are tiny, but you can see how these things are starting to fit together.''
  • 9. Myth #2: A small screen=limited UX= limited advertising experience
  • 10. A new era of advertising The closest to consumer form Of advertising ever
  • 11. New capabilities of this media platform triggers a whole new set of advertising capabilities TOUCH LBS - GPS VIDEO ACCELOMETER Motion Detection REAL TIME
  • 12. VW CC 2010 iPhone campaign CLASSIC touchVERTISING
  • 13. DOCKERS first shakable ad campaign ACCELOMETER http://www.youtube.com/watch?v=NwnuwGhcpRU&feature
  • 14. iAD Nissan Leaf campaign Meet the Future http://www.youtube.com/watch?v=a-_xa_m7MXU
  • 15. McDonalds location based campaign OVI MAPS The landing page supplied driving and walking directions Results: 7%CTR 39% of the users who clicked through to the landing page, clicked on the button for directions to the nearest store
  • 16. Devices with integral GPS Enable brands to meet specific needs related to time and space A great opportunity for the retail sector
  • 17. Mobile Video touchVERTISING - UbiSoft Interactive video pre roll 3 sorts of call to action: 1. Mobile web page 2. App download page in the apple app store 3. Amazon Mobile > Direct Purchase 5.4% CTR .
  • 18. ShupherSal video campaign
  • 19. Mobile Real time touchVERTISING - VOLVO This campaign incorporates twitter updates in real time on the display banner
  • 20. Myth vs. Reality #2 Mobile: an upgraded adv. Experience when done right The challenge is educating the creative teams to understand and utilize the smart phone capabilities
  • 21. Myth #3: mobile advertising fits only teens and young adults
  • 22. Smart Phone Demographics ADMOB January 2010
  • 23. Myth vs. Reality #3 Mobile advertising, specifically in Smart phones, fits a wide target audience
  • 24. Myth #4: mobile advertising is kicking WW, but not yet in Israel
  • 25. A sample of advertisers in POSITIVE MOBILE PositiveMobile network 4
  • 26. A sample of advertisers in POSITIVE MOBILE PositiveMobile network 4
  • 27. Positive Mobile shows positive inventory growth
  • 28. Myth vs. Reality #4 Israel is a bit behind US and European markets, but a substantial market is already evolving
  • 29. Myth#5: mobile advertising is In mobile phones
  • 30. The share of of ad requests from mobile devices which are not phones is on the rise 17% blue graph: ,Sony PSP ,iPod Touch Nintendo Dsi
  • 31. Like these iPad campaigns
  • 32. Myth vs. Reality #5 Advertising in Mobile/portable devices
  • 33. Thank You Tzahi Stein [email protected] 9 72-54-2245600