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Integrating Mobile Advertising into the Marketing Mix Thomas Arthur, GM Sensis Digital Marketing Services
Advertising that’s always on
Key considerations for mobile campaigns Why mobile advertising? How is it being done?
Mobile advertising innovation Consumer mobile advertising content Sensis mobile  advertising  business
 
Why Mobile Advertising?
Reach 8.55   million Australians currently use a mobile phone connected to a 3G network Source: ACMA Communications Report 2007-2008
Reach More than 4.4   million are Telstra 3G and NextG TM  network mobile customers
Reach users each month 2.3   million The MediaSmart mobile ad network has MediaSmart allows advertisers to take advantage of BigPond’s Mobile Portal which also includes the Sensis mobile and 3 rd  party network. Source: Omniture Report (Jan – Mar 2009)
Audience Targeting Targeting parameter options can include:
Audience Targeting Bright Futures 35, Pyrmont Conscious Consumers 36, Clovelly Mortgaged Aspirations 35, Dundas Studied Wealth 55, Rose Bay
ROI ,[object Object],[object Object],[object Object],[object Object],[object Object],# Banner Ad  Impressions # Click-through to AdSites Average Page Views
ROI ,[object Object],[object Object],[object Object],[object Object],[object Object],# Competition  Entries # Downloads # Opt Ins # Mobile  Coupons
How it’s being done
One click for direct response ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The brand in your hand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Integration with other media Mobile codes Coupons Send to mobiles Mapping
[object Object],[object Object],[object Object],[object Object],Integration with other media ,[object Object],[object Object],“ Lexus owners tend to be tech-savvy and new media is proving to be an effective method of communicating with this market – Matt Joyce (Lexus Media Agency )
Mobile campaign checklist ,[object Object],[object Object],[object Object],[object Object],[object Object],Device-friendly  Incentive Timing Integration For more details SMS* ‘cebit’ to  0415 268 766  * standard SMS charges apply or  Visit our mobile site  http://adsites.com.au/1/4555
"TV will never be a serious competitor for radio because people must sit and keep their eyes glued on a screen; the average American family hasn’t time for it." - New York Times, 1939 Don’t make the same mistake with mobile advertising For more details SMS* ‘cebit’ to  0415 268 766  *standard SMS charges apply or  Visit our mobile site  http://adsites.com.au/1/4555

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Thomas Arthur from Sensis talks mobile campaigns at CeBit WebForward 09

  • 1. Integrating Mobile Advertising into the Marketing Mix Thomas Arthur, GM Sensis Digital Marketing Services
  • 3. Key considerations for mobile campaigns Why mobile advertising? How is it being done?
  • 4. Mobile advertising innovation Consumer mobile advertising content Sensis mobile advertising business
  • 5.  
  • 7. Reach 8.55 million Australians currently use a mobile phone connected to a 3G network Source: ACMA Communications Report 2007-2008
  • 8. Reach More than 4.4 million are Telstra 3G and NextG TM network mobile customers
  • 9. Reach users each month 2.3 million The MediaSmart mobile ad network has MediaSmart allows advertisers to take advantage of BigPond’s Mobile Portal which also includes the Sensis mobile and 3 rd party network. Source: Omniture Report (Jan – Mar 2009)
  • 10. Audience Targeting Targeting parameter options can include:
  • 11. Audience Targeting Bright Futures 35, Pyrmont Conscious Consumers 36, Clovelly Mortgaged Aspirations 35, Dundas Studied Wealth 55, Rose Bay
  • 12.
  • 13.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20. "TV will never be a serious competitor for radio because people must sit and keep their eyes glued on a screen; the average American family hasn’t time for it." - New York Times, 1939 Don’t make the same mistake with mobile advertising For more details SMS* ‘cebit’ to 0415 268 766 *standard SMS charges apply or Visit our mobile site http://adsites.com.au/1/4555