3. Once you’ve invested in
creating your mobile
properties and presence,
how do you maximise their
success?
4. Mobile activity process
How could Mobile How can we best
Business and
be used to help engage with our
Marketing
achieve these audience in
Objectives
objectives? mobile?
The Role(s) of
Mobile strategy
mobile
What is the most
What is the How can we
effective way of
mobile activity maximise
delivering the
achieving? Mobile’s
strategy?
effectiveness?
Campaign Mobile
Mobile delivery
evaluation development
5. Maximising Mobile Success
Mobilising existing activities Activate Mobile Marketing
ATL advertising Mobile Search
Fixedline search Display Advertising activity
Instore/promo material SMS/MMS marketing
Existing CRM HTML mobile Activity
Email marketing Mobile video/prerole
Fixedline Display/Behavioral Appstore/marketplace presence
Sponsorships Mobile SEO
TV Advertising Publisher/Carrier partnerships
Website In Game marketing
Partnerships Mobile email marketing
VOD Mobile social delivery
Incentivised downloads
6. Mobile Opportunity minefield
Rich
media
Mobile opportunities Mobile
advertising
Preroll
video
CPC
competition
Partnership
SMS/ Mobile Mobile Social
media
Further
information
MMS search Destinations usage
CRM
behavioural
Time sensitive
Location
Publishers Google Search for info
carriers Bing App Msite Signup
Yahoo Search to MSite
Richer Msite
Search Interact
experience
Site integration sponsorship Customerbase leverage
9. The Right Tracking
Msite
Publishers (CPM)
Optimisation
Banner/ Banners
HTML Ad Unit Tracking Networks
Time of day
Bannerclick Day of week
Networks (CPC) Network Publisher
Publishers Publisher groups
App downloads
Application
Events
Section
searched Virtual CPA
Carriers Actions taken Behavioural groups
(CPC/CPM) Location Usage
H/M/L Usage
Activity Usage
Retargeting
11. Rich Media Advertising Effectiveness
Smartphone
Users are 50%
Ad awareness
more likely to Increased By
recall an 25% For
expandable expandable
banner banners
Source: IAB UK
18. Rich Media Capabilities
SHAKE & TILT ANIMATION
FACEBOOK
Accelerometer control for Fluid automation engine with
Post to wall on Facebook
engaging experience / games high performance sequencing
TWITTER 360 Degrees
Post status update to Twitter Product Rotations &
Panoramas
DRAG & DROP IMAGE GALLERY
UI for puzzles, builders and Tactile galleries with
more thumbnails & downloads
SMART DAYPARTING
SOUND BOARD
Creative or offer varies by
Tap to play sound immediately
time of day
COMPLEX ANIMATIONS Mapping FORM CAPTURE
Slide, fade, object paths and Link through to Google maps Text, pull down, checkbox &
more 20
form validation for lead gen
with option for branded pins
19. What can be provided?
The most cutting edge HTML Ad Creation
service
Build Once, Run Everywhere
Ads run Across iOS & Android devices (
others to come Q2 2012 )
All Ads we create can be served through
all major mobile ad networks and 100+
premium publishers
21
22. Branding Works on Mobile
Average Brand Lift of Mobile Display Campaigns
+13%
+16% +24%
+76%
+58%
+44%
1) Sample includes hundreds of mobile display campaigns
Source: Goole: Insight Express Online & Mobile Norms, Nov’07 to Dec’09
23. Mobile Drives Response
Conversions Click Through Rate Cost Per Acquisition
+80% -15%
+43%
Separating out mobile campaigns from desktop drives
significant performance gains
Source: Google internal data,
25
24. The P&B Rule book
1. Make sure your activity is trackable
2. Use the right solutions for the objectives
ie clicks, impressions, video, data capture,
click to call etc
3. Mobile is not just search, its also
Networks, Publishers and carriers
4. Test, learn and implement
6. Buy effective prices not the cheapest
25. SMS
SMS works
For an Insurance client we have..
• Reduced immediate welcome costs by
90%
• Skipped payment response rate success
47%
• Renewal reminders have a really positive
impacted on reducing churn
• Fully implemented upsell and product
extension programme
