James Hilton gives us a perspective from the rapidly growing mobile sector. He suggested that the continued success of mobile marketing depended on their metrics being consistent with those of other digital channels. He warned that the rush for the ‘app’ has only a limited shelf-life and is only part of the picture in mobile.
3. Why we believe it
According to the Pew Internet & American Life Project, the mobile phone
will become the primary means of accessing the Internet worldwide by the
year 2020
“We can make more money in mobile
than desktop eventually because the
mobile computer is more targeted. You
carry your phone everywhere, it knows all
about you, it knows what you’re up to. We
can do a very, very targeted ad. Over
time, we’ll make more money from
mobile advertising.”
Eric Schmidt, CEO Google
How big is the opportunity?
“We can make more money in mobile
than desktop eventually because the
mobile computer is more targeted. You
carry your phone everywhere, it knows
all about you, it knows what you’re up
to. We can do a very, very targeted ad.
Over time, we’ll make more money
from mobile advertising.”
Eric Schmidt, CEO Google
According to the Pew Internet & American Life Project, the mobile phone will
become the primary means of accessing the Internet worldwide by the year
2020
4. The Long Tail of Marketing
No device is more integrated into
our lives
The mobile phone is, uniquely,
always with us
It can be the key channel to affect
people’s behaviour
7. Mobile media landscape
• The mobile media landscape is continually changing primarily due to the
introduction of new handsets and changes in operator data charging structures.
• The mobile media landscape is presently dominated by opportunities on both
mobile internet sites and apps.
• Operator portals have lost ground over the years largely down to most
Smartphone browsers not going through portals on launch.
• There are two key sources of mobile traffic; mobile ad networks & targeted
sites.
• The benefit of using ad networks is they offer huge global scale and low CPC’s.
Targeted sites are generally smaller in terms of scale and CPM or higher
CPC’s.
•
8. Mobile targeting
• Mobile offers advertisers the opportunity to target consumers in a variety of
ways to target consumers, we can target by:
• Handset / device
Operator
Operating system
Genre (broad and iPhone categories)
Connection (WIFI etc)
Country
Geo (town etc)
Day / time etc
• The above gives brands a variety of new performance metrics for both brand
and direct response campaigns.
A great deal of these features when combined are unique to mobile and cannot
be replaced by any other individual medias.
9. Mobile metrics
• The key for the continued success of mobile marketing is for the metrics to
remain akin to all other digital activities.
• A few years ago a few agencies started to brake mobile away by introducing
other metrics but with mobile being so mainstream it is vital that it is seen as
part of an integrated strategy.
• There are issues with mobile tracking (no cookies on older handsets) but there
are plenty of solutions coming to market.
•
•
10. Mobile creative
• It sounds very obvious but we are working with a small screen and need to
reflect this in creative executions.
• There are rich media opportunities available and many more coming to market,
these are ideal for branding campaigns.
• Brands can be creative on the small screen and testing and optimising is key in
finding the ‘killer execution’.
•
•