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MOBILE ADVERTISINGSmall Screen – Big Opportunity
Coming Up… What Is Mobile Advertising? Cold, Hard Facts Drivers What’s Out There… And Even More Ideas The Future
What Is Mobile Advertising? What they say:
“Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices” – Wikipedia
“Mobile advertising involves displaying text, graphic image and animated ads on data enabled mobile devices” – koeppeldirect
What Is Mobile Advertising?
Buy 1, Get 1 Free!Buy 1, Get 1 Free!Medium Pizza OfferMedium Pizza Offer
What Is Mobile Advertising? Meaningful Mobile Advertising is all about
context:
The relationship between mobile advertising and social media
Where
When
Who
WhatWhere am I?
Is the offer on?
Do I eat pizza?
Buy 1, Get 1 Free!Buy 1, Get 1 Free!Medium Pizza OfferMedium Pizza Offer
What Is Mobile Advertising? Multiple needs and objectives:
New tool for brands and advertisers to reach new customers and target specific audiences
Connectivity promotes marketing success Build customer database Lifestyle integration Generate buzz
What Is Mobile Advertising? Multiple needs and objectives:
Content more likely to be read than email Personalization, immediacy, interactivity =
increased response rates Creative opportunities
Cold, Hard Facts Since 2009, the global usage of mobile
devices for internet access has doubled India is expected to become the second
largest smartphone market by 2014 Mobile internet users spend more than half of
their web usage time on mobile Mobile web traffic (smartphone and tablet) is
61%
Cold, Hard Facts Mobile advertising has overtaken classified
advertising in 2014 Mobile advertising is growing six times faster
than desktop internet Ad spending has not caught up with time
spent Mobile ad spend = 3%
Cold, Hard Facts Mobile Internet Ad Spending Worldwide
In billion $ and % change
Cold, Hard Facts iOS is the leader – average eCPM = $1.64 Android average eCPM =$ 0.88 Windows Phone average eCPM = $ 0.20 No other significant players yet…
Cold, Hard Facts What the facts tell us:
Mobile ad spend is growing fast There are multiple avenues in mobile ads Users demand and expect a simple, secure, and
seamless experience Evolving standards
Drivers Usability
Extreme ease of use – and getting better Minimal learning curve – rapid upgrades and
adoption Easy access to advanced features Incredible range of applications Very high baseline
Drivers Connectivity
Integrated high-speed connectivity No longer a feature High expectation – changing behavior Low/lower costs
Drivers Geo-location
Tight integration Lowered sensitivity Facilitates personalization
What’s Out There… SMS and MMS Ads
The original mobile ad! Niche market, still widely used Mostly ineffective, intrusive Still responsible for a majority of
marketing spend MMS allows for more creativity and
better content
What’s Out There… Banner and display Ads
Usually clickable Interstitial, video, graphical Growing fast Facilitate content reuse
(TV ads…)
What’s Out There… Click-To-Call Ads
Contact advertiser/merchant immediately Clear ROI Convenient – takes advantage of
phone Facilitates feedback and testing
of messaging/Ads
What’s Out There… Social Media Ads
User actions can become branding and marketing messages
Over 1.3 billion active Facebook users About 1 billion Facebook users are monthly
mobile users Twitter integrates geographic targeting Promoted Tweets get amplified
What’s Out There… Augmented Reality
Huge differentiator Physical and digital worlds meet Huge opportunity = by 2016,
the AR revenue is expected tocross $600 billion
Creative, line burring solutions
What’s Out There… Branding Apps
Create engagement with the brand Expand the brands mind share Demonstrate and expose users to new
ideas or features Sustainable
What’s Out There… Branding Apps
Show & TellAxeRange of engagement apps
and smart phone supportAxe Twist Roulette Axe Virtual PeepholesAxe Dare
About Extentia and iXtentiaEstablished in 1998, Extentia is a global technology consulting organization that delivers solutions to clients in 5 continents. With strong technical skills in Microsoft and open source technologies, Extentia has experience across multiple sectors including education, travel, healthcare and finance. Its much acclaimed Design Studio is a graphics design and UI group that actively supports a multi-skilled software development team. Extentia has offices in India, the United States, the UAE, and the UK. www.extentia.com
iXtentia is a division of Extentia that focuses on Apple, Android, Windows Phone, BlackBerry, and other mobile technologies. It also offers consulting for mobile strategy and marketing. Several iXtentia applications for the iPhone /iPad are listed among the top 200 on the Apple App Store.www.ixtentia.com|www.ixtentia.eu
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