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Striking Gold!
                          How Mobile Marketing Pioneers are Winning
                                   the Hearts & Minds of Customers




http://www.pmt.net.au/guide-gold-prospecting/

                                    1
Your Speakers Today...


      Paul Brown
      Business Development Manager



      PBrown@affili.net
      www.affili.net
Your Speakers Today...


      Guenole le Gall
      Head of Mobile



      Guenole.LeGall@intela.com
      www.intela.com
Your Speakers Today...


      James Bott
      Head of Business Development



      James.Bott@mcsaatchimobile.com
      www.mcsaatchimobile.com
Agenda

•   Setting the Scene
•   The 3 Principles of Mobile Web Development
•   Mobile Monetisation: The Publisher Point of View
•   Reaching your Audience through Mobile
•   Wrap up




    #A4UIT5
Many of us have been talking about
                       mobile marketing for years
http://a-drifting-cowboy.blogspot.co.uk/2012/02/rendezvous-at-boulder-pass-cowboys.html
“There’s gold in them hills”




http://www.pxleyes.com/images/contests/old-town
In the beginning the tools
                                                   let us down




http://www.sportsmansguide.com/net/cb/iit-reversible-silver-blue-tarp.aspx
Does anybody remember this advert?
Since then the tools
                                                     have improved
http://www.flickr.com/photos/lukew/738251574
6
...And some pioneering businesses have
started to make mobile marketing work




  2x      Spotify mobile users convert from
          FREE to paying subscribers at twice
          the rate of desktop users
...And some pioneering businesses have
started to make mobile marketing work




   3x      Debenhams omni-channel (includes
           mobile) customers spent three times
           more than in-store only customers
...And some pioneering businesses have
started to make mobile marketing work




£6.4                   eBay expects to drive over six
             Billion

                       billion pounds worth of mobile
                       transactions globally in 2012
So its gold rush time?
Not exactly...




       10%                  Of the top 1 million Quantcast
Only




                            domains are mobile optimised




       Mobile Friendly Sites Report, Mongoose Metrics (2012)
This is bad news as existing online
    consumers are time shifting...
        Average Time (mins) Spent in Media, USA
                         264 274                           30% +
                                                            YoY
                                       155 167
              94 94
44 44                                                50 65


Print         Radio        TV          Desktop       Mobile
                                       Internet
                        2010    2011

  TV, Mobile See Gains in Viewing Time, eMarketer (2011)
And a significant number of people are only
         reachable by these devices




          22%             Of UK mobile Internet users never
 Approx




                          or infrequently use the desktop
                          internet




  The Mobile Only Internet Generation, On Device Research (2010)
And a significant number of people are only
         reachable by these devices




                                        9.2m
                               Approx




                                                  People
Based on current 3G
connections that equates to




              2012 Internet Trends, KPCB (2012)
What’s holding things up?




http://cobaltpm.com/prevent-project-team-members-from-procrastinating
There are various reasons why mobile may
  not be gaining ground in your business
•   You don’t have a business case for the investment
•   Its new, you need to fit ideas within your wider strategy
•   There are financial or technical resource barriers
•   Political unrest (i.e. Store price matching)
•   Fear
Does this remind you of
                                                    the late 90’s?

               Do we need
               a website?
                                                How do I
                                                monetise?

                                                            .com


http://thefilminformant.com/2001/06/startup-com-poster-1/
Agenda

•   Setting the Scene
•   The 3 Principles of Mobile Web Development
•   Mobile Monetisation: The Publisher Point of View
•   Reaching your Audience through Mobile
•   Wrap up




    #A4UIT5
The 3 principles of mobile web app
                 development
Think:
                          I had to remove the
                         section on ‘Ranking’
1.   Performance            for the a4u Expo
                            event due to time
2.   Interaction         limitations. You can
3.   Enhancement           find the content in
                             the Appendices
4.   Ranking




                         PIER
1. Performance
When you do mobile every second counts




 58%
                   mobile device users expect sites to
                   load as fast as they do on the
                   desktop




                Why Web Performance Matters:
     Is Your Site Driving Customers Away?, Gomez (2012)
When you do mobile every second counts




  3+          Seconds
                        If your site takes more than 3
                        seconds to load, up to 40% will
                        abandon




                Why Web Performance Matters:
     Is Your Site Driving Customers Away?, Gomez (2012)
Lets meet a mobile performance pioneer..




     6
          Seconds



                    Before its performance optimisation
                    project completed pages took more
                    than the recommended time to load



                Why Web Performance Matters:
     Is Your Site Driving Customers Away?, Gomez (2012)
Lets meet a mobile performance pioneer..




     1.2
                 Seconds

                           After the development work
                           pages loaded 5x faster!



                Why Web Performance Matters:
     Is Your Site Driving Customers Away?, Gomez (2012)
Lets meet a mobile performance pioneer..




      +12%                          This scored a
                                    significant revenue
                                    increase



                Why Web Performance Matters:
     Is Your Site Driving Customers Away?, Gomez (2012)
How can you achieve Web Performance
    Optimisation (WPO) success?
Things to ask your developer, or to think
          about if you are a developer
•   Minimise HTTP requests for “1st loaders”
•   Cache what you can
•   Gzip any text responses such as CSS & JavaScript
•   Load CSS in at the page head
•   Load scripts at the bottom of the page
2. Interaction




http://www.coloribus.com/adsarchive/tv-commercials/iphone-4-smile-13767705/
Form design Challenge 1: Limited Keypad


               Asking users to switch
               between Alpha & Numeric
               modes keypad modes can be a
               pain on a multi-field form
Form design Challenge 2: Field Zoom


             iOS users benefit from “Field
             Zoom” for small fields,
             however this can be unhelpful
             if labels are left-aligned
Form design Challenge 3: Long Lists


             Because mobile devices have
             smaller screens, lists of data
             are selected via specific UI
             elements, such as spinning
             selector in iOS.

             This is not the best experience
             for long lists.
Which brand has successfully leverage the
         interaction principle?




2x           Orbitz recent mobile optimised redesign
             incorporates the best practices discussed +
             others. After launch conversion rate doubled!



 Orbitz spreads its ‘mobile magic’ throughout a redesigned m-
          commerce site, InternetRetailer.com (2012)
3. Enhancement




http://news.cnet.com/8301-17938_105-20077581-1/little-iphone-big-lenses/
“Making Web pages is like having a party:
     you invite people you like. But you
          never know who will show up”

          Thomas Maslen, BBC Developer
“An escalator can never break: it
                               can only become stairs”

                                                  Mitch Hedberg




http://www.pxleyes.com/images/contests/old-town
“My business has a 3 year platform contract
     and is tied to legacy systems...”
Right now I cannot be mobile first

What are my options?

•   Volunteer to do some scoping, give the topic profile
•   As if you can form a working group to build team skills
•   Aim for a separate well designed mobile site
•   Failing that, tweak for graceful degradation
Progressing Enhancement: The Ingredients

•   Amazing Content!
•   Semantic structure (XHTML)
•   Cool Responsive Design (CSS)
•   Various Behaviours (JavaScript)




     Progressive Enhancement & Mobile, Aaron-Gustafson.com (2012)
Its The BBC After 90 years it is still a
               pioneer!




24           HD Live streams made 2,500 hours of
             Olympic content available across Desktop,
             Mobile, Tablet & Connected TV (Red Button)



BBC Sport breaks online records with first truly digital Olympics,
                       BBC.co.uk (2012)
Its The BBC After 90 years it is still a
               pioneer!




40%                     Of weekend browsers accessed the
                        BBC’s London 2012 content via
                        mobile devices



BBC Sport breaks online records with first truly digital Olympics,
                       BBC.co.uk (2012)
Its The BBC After 90 years it is still a
               pioneer!




12m                     requests from mobiles for video
                        throughout the Games!




BBC Sport breaks online records with first truly digital Olympics,
                       BBC.co.uk (2012)
Thanks for listening to section 1,
  do you have any questions?



               Paul Brown    pbrown@affili,net
               Business      +44 (0)207 067 2492
               Development   +44 (0)7803 147 738
Agenda

•   Setting the Scene
•   The 3 Principles of Mobile Web Development
•   Mobile Monetisation: The Publisher Point of View
•   Reaching your Audience through Mobile
•   Wrap up




    #A4UIT5
Mobile Monetisation: The Publisher, point of view:


1. You are a Publisher, you are already in the Mobile business


2. Why we recommend you to adopt a performance business
   model on Mobile?

3. How you can resolve the oversupply challenge?
You are a Publisher,
you are already in the
  Mobile Business
More than 20% of the audience of any website is now coming from a
   mobile device. It will be more than 50% in less than 2 years


  100%

   90%

   80%

   70%

   60%

   50%

   40%

   30%

   20%

   10%

    0%
               2008                  2012            2014

                            Mobile    Desktop
Currently about 36% of emails are opened with a mobile device

 50%

 45%

 40%

 35%

 30%

 25%

 20%

 15%

 10%

  5%

  0%
        United       USA       Canada       Australia   Spain     France
       Kingdom

                               % of Mobile Openers

 At Intela we are sending 30 to 40 million emails a day and we have :
  45% of Mobile openers in UK
  42% in US
  43% in Canada
  40% in Australia
  29% in Spain
  23% in France
Your need to consider Mobile for your social media strategy:


         On 1 Billion active users on Facebook,
       600 Million are already Mobile active users
                      Facebook members



                                         Mobile
                                         Desktop




Facebook represent 70% of all the traffic for some carriers
Develop your Mobile Strategy: develop you Mobile Website
             & also develop your Mobile Application:




 The major part of the audience
   available on Adnetworks is
    coming from Application

 40% Webapps
 60% Applications up to 85%
Why we recommend you
 to adopt a performance
business model on Mobile?
If you are a Premium Publisher, if you can provide targeting,
     if you propose rich media solutions for advertising
   (Games, Video, Interactive banners…) you can probably
             sell all your inventory on CPM / CPC
But if your not a Premium Publisher, especially on the Mobile you need to
            consider to work on a performance business model.

        And in this case the following information are important :


1.   The Mobile Inventory is already huge and is increasing extremely fast.
     The part of the unsold inventory would be more and more important.

2.   The media spent on Mobile is very
     low compare to TV, Internet, Radio
     or Magazine… There is definitely a
     lack of campaigns

3.   The eCPM on mobile is for the moment
     5 time lower than on the Web.
     It will take 2 to 3 years to catch up Web eCPM
The Mobile Inventory    is already huge and is increasing   extremely fast.



  Worldwide Smartphone numbers in millions (Flurry)




                +700% In less than 2 years




   The part of the unsold inventory would be
          more and more important.
The media spent on Mobile is very low compare to TV, Internet, Radio or
          Magazine… There is definitely a lack of campaigns


                      2011 U.S. Ad Spending vs. Consumer Time
                                   Spent by Media
     43%
                                          AD SPEND PER MEDIA
                40%
                                          TIME SPENT PER MEDIA


                       29%


                                        22%                           23%


                                  16%

                                                 11%
                                                          9%
                             6%

                                                                 1%


           TV            Print      Web             Radio        Mobile
   Source KPCB
The eCPM on mobile is for the moment 5 time lower than on the
Web and It will certainly take 2 to 3 years to catch up Web eCPM
In the performance
space how can you resolve
the oversupply challenge?
Delight your clients:


 Innovate


 Create perceived value
  for the client


 Avoid imitations


 Don’t be temped to do it yourself



 Apple’s consistent message is, “Surprise and delight your users.”
Target, target & retarget:




                          OS, Device, Geo targeting,
                           Network, Carrier, demographic…


                          Use behavioral targeting & CRM


                          Use retargeting
Use the right campaigns to monetize your traffic

        Mobile Commerce

        Mobile Lead Generation

        Mobile Application

        Mobile Content
Conclusion



1. You already have an important Mobile audience, monetize it!


2. Think your Mobile monetization on a performance basis


3. Create your own Mobile services & develop your Mobile Strategy
Thank you for your time

Are there any questions
    from the floor?
        Guenole le Gall
        Head of Mobile

        Guenole.LeGall@intela.com
        www.intela.com
Agenda

•   Setting the Scene
•   The 3 Principles of Mobile Web Development
•   Mobile Monetisation: The Publisher Point of View
•   Reaching your Audience through Mobile
•   Wrap up




    #A4UIT5
The
market
UK smartphone
penetration is at in the
52%
This peaks to 75% among those aged 18-
29

On average UK users have 25 apps
installed on their device

9 apps have been used in the last 30
days and 8 apps having been paid for.
What are we doing
on our mobiles?
78% of UK consumers said they would
not leave their home without their
smartphone.
21% said they would rather give up their TV or computer than
their smartphone.

76% use their smartphone to browse the internet, 67% used an app.

52% use their device to go online ‘multiple times’ per day.

22% of users said that they ‘noticed ads on their mobile’ either
all of the time or most of the time - 38% while on a website 35%
Mobile campaign
Effectiveness
  Mobile          Online
We hear the word "addiction" a lot in
     reference to mobile phones.
Users report a need to begin and end
their day with their phone and admit
having an addiction to them - whether
     for gaming, texting, shopping,
   connecting with a community, or
    accessing endless information.

       For marketers, there is a real opportunity
     to engage with consumers in this personalised,
            highly interactive environment.
So how do you
    reach,
 Acquire and
engage them?
Reach…
Broad reach
Ad networks

Premium
Publishers

Affiliate
networks

Wi-fi
networks
Acquire…
Downloads are vanity
sales are sanity
• How people found your app or mobile site?
• How many downloaded?
• How many opened after download?
• How many users purchased / subscribed / played /
  engaged?
• How many times?
Engage…
Use online and offline learnings to give them what
they want
Ensure that you have a clear proposition
Ensure that you have a smooth user journey
User engaging content
Give them a reason to come back

Don’t over-complicate!
Thank you.
That’s the end of this
section, any questions?
James.Bott@mcsaatchimobile.com


LONDON - NEW YORK - LOS ANGELES – JOHANNESBURG -
CAPE TOWN – SYDNEY - PARIS
www.mcsaatchimobile.com
Agenda

•   Setting the Scene
•   The 3 Principles of Mobile Web Development
•   Mobile Monetisation: The Publisher Point of View
•   Reaching your Audience through Mobile
•   Wrap up




    #A4UIT5
That’s all Folks

    Watch out for this deck on

http://www.slideshare.net/a4uexpo
Appendices
Further Reading: The 3 Principles of Mobile
            Web Development
• http://www.stevesouders.com/blog - The speed
  king, Steve provides deep technical incite into going
  faster

• http://www.uxbooth.com – This collective of authors
  share common sense tips that will make you site more
  engaging and therefore more sticky.

• http://www.lukew.com/ff/ - Great articles and notes
  on Responsive Web Design & Progressive Enhancement
Further Reading: Mobile Monetisation: The
          Publisher Point of View
• http://www.slideshare.net/kleinerperkins/kpcb-
  internet-trends-2012- Mary Meekers 2012 review on the
  state of the Internet. Delivered at the AllThingsD, D10
  conference.

• http://www.opera.com/sma/2012/q2/ - Interesting
  review of which mobile ad formats are trending

• http://www.emarketer.com/(S(t1dbt545e1mlujiknbqcin
  bo))/Article.aspx?R=1009316 – Review of which
  platforms offer the best monetisation potential
Further Reading: Reaching your Audience
             through Mobile
• http://www.gstatic.com/ads/research/en/2011_TheMo
  bileMovement.pdf - Detailed consumer research
  conducted by IPSOS into consumer behaviour

• http://boletines.prisadigital.com/MobileShop.pdf - A
  look at what consumers really want from their mobile
  shopping experience.
4. Ranking
Separate mobile site vs. a multi-
device site on the same domain
In reality both can work...

 http:/www.domain.com            http:/m.domain.com


• The search engines          • Often easier to
  recommend                     implement
• Links to mobile pages       • With Canonical link refs
  can add to desktop            duplicate content need
  authority                     not be an issue
• Likely to be no redirects   • It may be easier to serve
  which can mean a faster       mobile devices different
  mobile experience             content
Should we be publishing &
optimising the same content for
        mobile devices?
Possibly not...
                                What about local?




http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463
Mobile Instant Preview allows the user to
     visually compare you to the competition




http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463
Most Android users will see personalised
search results because they are logged in

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Striking Gold! How Mobile Marketing Pioneers are Winning the Hearts & Minds of Customers

  • 1. Striking Gold! How Mobile Marketing Pioneers are Winning the Hearts & Minds of Customers http://www.pmt.net.au/guide-gold-prospecting/ 1
  • 2. Your Speakers Today... Paul Brown Business Development Manager PBrown@affili.net www.affili.net
  • 3. Your Speakers Today... Guenole le Gall Head of Mobile Guenole.LeGall@intela.com www.intela.com
  • 4. Your Speakers Today... James Bott Head of Business Development James.Bott@mcsaatchimobile.com www.mcsaatchimobile.com
  • 5. Agenda • Setting the Scene • The 3 Principles of Mobile Web Development • Mobile Monetisation: The Publisher Point of View • Reaching your Audience through Mobile • Wrap up #A4UIT5
  • 6. Many of us have been talking about mobile marketing for years http://a-drifting-cowboy.blogspot.co.uk/2012/02/rendezvous-at-boulder-pass-cowboys.html
  • 7. “There’s gold in them hills” http://www.pxleyes.com/images/contests/old-town
  • 8. In the beginning the tools let us down http://www.sportsmansguide.com/net/cb/iit-reversible-silver-blue-tarp.aspx
  • 9. Does anybody remember this advert?
  • 10. Since then the tools have improved http://www.flickr.com/photos/lukew/738251574 6
  • 11. ...And some pioneering businesses have started to make mobile marketing work 2x Spotify mobile users convert from FREE to paying subscribers at twice the rate of desktop users
  • 12. ...And some pioneering businesses have started to make mobile marketing work 3x Debenhams omni-channel (includes mobile) customers spent three times more than in-store only customers
  • 13. ...And some pioneering businesses have started to make mobile marketing work £6.4 eBay expects to drive over six Billion billion pounds worth of mobile transactions globally in 2012
  • 14. So its gold rush time?
  • 15. Not exactly... 10% Of the top 1 million Quantcast Only domains are mobile optimised Mobile Friendly Sites Report, Mongoose Metrics (2012)
  • 16. This is bad news as existing online consumers are time shifting... Average Time (mins) Spent in Media, USA 264 274 30% + YoY 155 167 94 94 44 44 50 65 Print Radio TV Desktop Mobile Internet 2010 2011 TV, Mobile See Gains in Viewing Time, eMarketer (2011)
  • 17. And a significant number of people are only reachable by these devices 22% Of UK mobile Internet users never Approx or infrequently use the desktop internet The Mobile Only Internet Generation, On Device Research (2010)
  • 18. And a significant number of people are only reachable by these devices 9.2m Approx People Based on current 3G connections that equates to 2012 Internet Trends, KPCB (2012)
  • 19. What’s holding things up? http://cobaltpm.com/prevent-project-team-members-from-procrastinating
  • 20. There are various reasons why mobile may not be gaining ground in your business • You don’t have a business case for the investment • Its new, you need to fit ideas within your wider strategy • There are financial or technical resource barriers • Political unrest (i.e. Store price matching) • Fear
  • 21. Does this remind you of the late 90’s? Do we need a website? How do I monetise? .com http://thefilminformant.com/2001/06/startup-com-poster-1/
  • 22. Agenda • Setting the Scene • The 3 Principles of Mobile Web Development • Mobile Monetisation: The Publisher Point of View • Reaching your Audience through Mobile • Wrap up #A4UIT5
  • 23. The 3 principles of mobile web app development Think: I had to remove the section on ‘Ranking’ 1. Performance for the a4u Expo event due to time 2. Interaction limitations. You can 3. Enhancement find the content in the Appendices 4. Ranking PIER
  • 25. When you do mobile every second counts 58% mobile device users expect sites to load as fast as they do on the desktop Why Web Performance Matters: Is Your Site Driving Customers Away?, Gomez (2012)
  • 26. When you do mobile every second counts 3+ Seconds If your site takes more than 3 seconds to load, up to 40% will abandon Why Web Performance Matters: Is Your Site Driving Customers Away?, Gomez (2012)
  • 27. Lets meet a mobile performance pioneer.. 6 Seconds Before its performance optimisation project completed pages took more than the recommended time to load Why Web Performance Matters: Is Your Site Driving Customers Away?, Gomez (2012)
  • 28. Lets meet a mobile performance pioneer.. 1.2 Seconds After the development work pages loaded 5x faster! Why Web Performance Matters: Is Your Site Driving Customers Away?, Gomez (2012)
  • 29. Lets meet a mobile performance pioneer.. +12% This scored a significant revenue increase Why Web Performance Matters: Is Your Site Driving Customers Away?, Gomez (2012)
  • 30. How can you achieve Web Performance Optimisation (WPO) success?
  • 31. Things to ask your developer, or to think about if you are a developer • Minimise HTTP requests for “1st loaders” • Cache what you can • Gzip any text responses such as CSS & JavaScript • Load CSS in at the page head • Load scripts at the bottom of the page
  • 33. Form design Challenge 1: Limited Keypad Asking users to switch between Alpha & Numeric modes keypad modes can be a pain on a multi-field form
  • 34. Form design Challenge 2: Field Zoom iOS users benefit from “Field Zoom” for small fields, however this can be unhelpful if labels are left-aligned
  • 35. Form design Challenge 3: Long Lists Because mobile devices have smaller screens, lists of data are selected via specific UI elements, such as spinning selector in iOS. This is not the best experience for long lists.
  • 36. Which brand has successfully leverage the interaction principle? 2x Orbitz recent mobile optimised redesign incorporates the best practices discussed + others. After launch conversion rate doubled! Orbitz spreads its ‘mobile magic’ throughout a redesigned m- commerce site, InternetRetailer.com (2012)
  • 38. “Making Web pages is like having a party: you invite people you like. But you never know who will show up” Thomas Maslen, BBC Developer
  • 39. “An escalator can never break: it can only become stairs” Mitch Hedberg http://www.pxleyes.com/images/contests/old-town
  • 40. “My business has a 3 year platform contract and is tied to legacy systems...” Right now I cannot be mobile first What are my options? • Volunteer to do some scoping, give the topic profile • As if you can form a working group to build team skills • Aim for a separate well designed mobile site • Failing that, tweak for graceful degradation
  • 41. Progressing Enhancement: The Ingredients • Amazing Content! • Semantic structure (XHTML) • Cool Responsive Design (CSS) • Various Behaviours (JavaScript) Progressive Enhancement & Mobile, Aaron-Gustafson.com (2012)
  • 42. Its The BBC After 90 years it is still a pioneer! 24 HD Live streams made 2,500 hours of Olympic content available across Desktop, Mobile, Tablet & Connected TV (Red Button) BBC Sport breaks online records with first truly digital Olympics, BBC.co.uk (2012)
  • 43. Its The BBC After 90 years it is still a pioneer! 40% Of weekend browsers accessed the BBC’s London 2012 content via mobile devices BBC Sport breaks online records with first truly digital Olympics, BBC.co.uk (2012)
  • 44. Its The BBC After 90 years it is still a pioneer! 12m requests from mobiles for video throughout the Games! BBC Sport breaks online records with first truly digital Olympics, BBC.co.uk (2012)
  • 45. Thanks for listening to section 1, do you have any questions? Paul Brown pbrown@affili,net Business +44 (0)207 067 2492 Development +44 (0)7803 147 738
  • 46. Agenda • Setting the Scene • The 3 Principles of Mobile Web Development • Mobile Monetisation: The Publisher Point of View • Reaching your Audience through Mobile • Wrap up #A4UIT5
  • 47. Mobile Monetisation: The Publisher, point of view: 1. You are a Publisher, you are already in the Mobile business 2. Why we recommend you to adopt a performance business model on Mobile? 3. How you can resolve the oversupply challenge?
  • 48. You are a Publisher, you are already in the Mobile Business
  • 49. More than 20% of the audience of any website is now coming from a mobile device. It will be more than 50% in less than 2 years 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2008 2012 2014 Mobile Desktop
  • 50. Currently about 36% of emails are opened with a mobile device 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% United USA Canada Australia Spain France Kingdom % of Mobile Openers At Intela we are sending 30 to 40 million emails a day and we have :  45% of Mobile openers in UK  42% in US  43% in Canada  40% in Australia  29% in Spain  23% in France
  • 51. Your need to consider Mobile for your social media strategy: On 1 Billion active users on Facebook, 600 Million are already Mobile active users Facebook members Mobile Desktop Facebook represent 70% of all the traffic for some carriers
  • 52. Develop your Mobile Strategy: develop you Mobile Website & also develop your Mobile Application: The major part of the audience available on Adnetworks is coming from Application  40% Webapps  60% Applications up to 85%
  • 53. Why we recommend you to adopt a performance business model on Mobile?
  • 54. If you are a Premium Publisher, if you can provide targeting, if you propose rich media solutions for advertising (Games, Video, Interactive banners…) you can probably sell all your inventory on CPM / CPC
  • 55. But if your not a Premium Publisher, especially on the Mobile you need to consider to work on a performance business model. And in this case the following information are important : 1. The Mobile Inventory is already huge and is increasing extremely fast. The part of the unsold inventory would be more and more important. 2. The media spent on Mobile is very low compare to TV, Internet, Radio or Magazine… There is definitely a lack of campaigns 3. The eCPM on mobile is for the moment 5 time lower than on the Web. It will take 2 to 3 years to catch up Web eCPM
  • 56. The Mobile Inventory is already huge and is increasing extremely fast. Worldwide Smartphone numbers in millions (Flurry) +700% In less than 2 years The part of the unsold inventory would be more and more important.
  • 57. The media spent on Mobile is very low compare to TV, Internet, Radio or Magazine… There is definitely a lack of campaigns 2011 U.S. Ad Spending vs. Consumer Time Spent by Media 43% AD SPEND PER MEDIA 40% TIME SPENT PER MEDIA 29% 22% 23% 16% 11% 9% 6% 1% TV Print Web Radio Mobile Source KPCB
  • 58. The eCPM on mobile is for the moment 5 time lower than on the Web and It will certainly take 2 to 3 years to catch up Web eCPM
  • 59. In the performance space how can you resolve the oversupply challenge?
  • 60. Delight your clients:  Innovate  Create perceived value for the client  Avoid imitations  Don’t be temped to do it yourself Apple’s consistent message is, “Surprise and delight your users.”
  • 61. Target, target & retarget:  OS, Device, Geo targeting, Network, Carrier, demographic…  Use behavioral targeting & CRM  Use retargeting
  • 62. Use the right campaigns to monetize your traffic  Mobile Commerce  Mobile Lead Generation  Mobile Application  Mobile Content
  • 63. Conclusion 1. You already have an important Mobile audience, monetize it! 2. Think your Mobile monetization on a performance basis 3. Create your own Mobile services & develop your Mobile Strategy
  • 64. Thank you for your time Are there any questions from the floor? Guenole le Gall Head of Mobile Guenole.LeGall@intela.com www.intela.com
  • 65. Agenda • Setting the Scene • The 3 Principles of Mobile Web Development • Mobile Monetisation: The Publisher Point of View • Reaching your Audience through Mobile • Wrap up #A4UIT5
  • 66. The market UK smartphone penetration is at in the 52% This peaks to 75% among those aged 18- 29 On average UK users have 25 apps installed on their device 9 apps have been used in the last 30 days and 8 apps having been paid for.
  • 67. What are we doing on our mobiles? 78% of UK consumers said they would not leave their home without their smartphone. 21% said they would rather give up their TV or computer than their smartphone. 76% use their smartphone to browse the internet, 67% used an app. 52% use their device to go online ‘multiple times’ per day. 22% of users said that they ‘noticed ads on their mobile’ either all of the time or most of the time - 38% while on a website 35%
  • 69. We hear the word "addiction" a lot in reference to mobile phones. Users report a need to begin and end their day with their phone and admit having an addiction to them - whether for gaming, texting, shopping, connecting with a community, or accessing endless information. For marketers, there is a real opportunity to engage with consumers in this personalised, highly interactive environment.
  • 70. So how do you reach, Acquire and engage them?
  • 72. Acquire… Downloads are vanity sales are sanity • How people found your app or mobile site? • How many downloaded? • How many opened after download? • How many users purchased / subscribed / played / engaged? • How many times?
  • 73. Engage… Use online and offline learnings to give them what they want Ensure that you have a clear proposition Ensure that you have a smooth user journey User engaging content Give them a reason to come back Don’t over-complicate!
  • 74. Thank you. That’s the end of this section, any questions? James.Bott@mcsaatchimobile.com LONDON - NEW YORK - LOS ANGELES – JOHANNESBURG - CAPE TOWN – SYDNEY - PARIS www.mcsaatchimobile.com
  • 75. Agenda • Setting the Scene • The 3 Principles of Mobile Web Development • Mobile Monetisation: The Publisher Point of View • Reaching your Audience through Mobile • Wrap up #A4UIT5
  • 76. That’s all Folks Watch out for this deck on http://www.slideshare.net/a4uexpo
  • 78. Further Reading: The 3 Principles of Mobile Web Development • http://www.stevesouders.com/blog - The speed king, Steve provides deep technical incite into going faster • http://www.uxbooth.com – This collective of authors share common sense tips that will make you site more engaging and therefore more sticky. • http://www.lukew.com/ff/ - Great articles and notes on Responsive Web Design & Progressive Enhancement
  • 79. Further Reading: Mobile Monetisation: The Publisher Point of View • http://www.slideshare.net/kleinerperkins/kpcb- internet-trends-2012- Mary Meekers 2012 review on the state of the Internet. Delivered at the AllThingsD, D10 conference. • http://www.opera.com/sma/2012/q2/ - Interesting review of which mobile ad formats are trending • http://www.emarketer.com/(S(t1dbt545e1mlujiknbqcin bo))/Article.aspx?R=1009316 – Review of which platforms offer the best monetisation potential
  • 80. Further Reading: Reaching your Audience through Mobile • http://www.gstatic.com/ads/research/en/2011_TheMo bileMovement.pdf - Detailed consumer research conducted by IPSOS into consumer behaviour • http://boletines.prisadigital.com/MobileShop.pdf - A look at what consumers really want from their mobile shopping experience.
  • 82. Separate mobile site vs. a multi- device site on the same domain
  • 83. In reality both can work... http:/www.domain.com http:/m.domain.com • The search engines • Often easier to recommend implement • Links to mobile pages • With Canonical link refs can add to desktop duplicate content need authority not be an issue • Likely to be no redirects • It may be easier to serve which can mean a faster mobile devices different mobile experience content
  • 84. Should we be publishing & optimising the same content for mobile devices?
  • 85. Possibly not... What about local? http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463
  • 86. Mobile Instant Preview allows the user to visually compare you to the competition http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463
  • 87. Most Android users will see personalised search results because they are logged in

Notas del editor

  1. Good afternoon everybody are you enjoying a4uexpo so far? Are you looking forward to this session?
  2. My name is Paul Brown and I work in the business development team for affilinet one of Europe's leading performance marketing networks... And I’m lucky to be speaking today these Gentlemen, guys can you please introduce yourselves...Guenole Introduces himselfJames introduces himselfPaul: You might have guessed that this is not a panel debate... It is actually a series of 3 mini presentations each with a Q&A opportunity...
  3. My name is Paul Brown and I work in the business development team for affilinet one of Europe's leading performance marketing networks... And I’m lucky to be speaking today these Gentlemen, guys can you please introduce yourselves...Guenole Introduces himselfJames introduces himselfPaul: You might have guessed that this is not a panel debate... It is actually a series of 3 mini presentations each with a Q&A opportunity...
  4. My name is Paul Brown and I work in the business development team for affilinet one of Europe's leading performance marketing networks... And I’m lucky to be speaking today these Gentlemen, guys can you please introduce yourselves...Guenole Introduces himselfJames introduces himselfPaul: You might have guessed that this is not a panel debate... It is actually a series of 3 mini presentations each with a Q&A opportunity...
  5. Paul: I’m going to start by setting the scene – you’ll know most of this already, so I won’t dwell on it!Paul: The first topic is mobile web development, to get into “mobile” you need a way to deliver optimised content to those devices. Guenole, what will you be covering? Guenole: I’ll looking at things from a publisher perspective, once you have a content delivery method you will want to monetise it, I’m going to share some options and the challenges you may encounterJames: Finally, be you advertiser or publisher you will want to make sure people know about your mobile solution, I’m going to take you through a my suggested go-to-market approach and flag some of the things to watch out for along the way.Paul: After each topic we will have a short break for questions from the floor, while we go along you can tweet us at “#A4UIT5”We’ll conclude with a recap of our suggestions, hopefully that sounds good? Ok lets get started!
  6. People have been talking about mobile marketing for years, possibly not since the days of Butch Cassidy, and the Sundance kid, but it ties in nicely to the “Striking Gold” angle...
  7. Some people believed in the mobile marketing vision, and did actually make some money out of it, but beyond ringtones true commercial successes were quite rare.
  8. Why did this happen? Well in the beginning the tools let us down...
  9. They played fine in our run through yesterday!
  10. More recently (if you can call 5 years ago recent)Steve Jobs famously said “We want to re-invent the phone”, and ever since the allure of mobile marketing has been gathering momentum...
  11. Recent Facebook stats show that Spotify may have reached 20 million active users. That number is being heavily driven by mobile app installs. A core KPI that a number of sources have quoted (including Mary Meeker) is that mobile users convert from free to premium at twice the rate of desktop only users.Next up...One time, two times three times! That’s how much more Debenhams omni-channel clients spend over their in-store only compadresAnd of course we have eBay, The original figure was in US dollars and sounds even more impressive!
  12. Recent Facebook stats show that Spotify may have reached 20 million active users. That number is being heavily driven by mobile app installs. A core KPI that a number of sources have quoted (including Mary Meeker) is that mobile users convert from free to premium at twice the rate of desktop only users.Next up...One time, two times three times! That’s how much more Debenhams omni-channel clients spend over their in-store only compadresAnd of course we have eBay, The original figure was in US dollars and sounds even more impressive!
  13. Recent Facebook stats show that Spotify may have reached 20 million active users. That number is being heavily driven by mobile app installs. A core KPI that a number of sources have quoted (including Mary Meeker) is that mobile users convert from free to premium at twice the rate of desktop only users.Next up...One time, two times three times! That’s how much more Debenhams omni-channel clients spend over their in-store only compadresAnd of course we have eBay, The original figure was in US dollars and sounds even more impressive!
  14. Let the good time roll right?
  15. According to recent testing by Mongoose metrics only 10% of the Quantcast top million domains are mobile optimised...Before we continue, can I ask any advertisers and publishers in the room to raise their hands, if you have a mobile optimised site, can you keep your hands high? Ok...so we seem to be:AheadInlineBehindThe research...Does not include testing for tablets, just focuses on mobile phones...Mongoose MetricsMOBILE READY WEBSITES - FEBRUARY 2012http://www.mongoosemetrics.com/research
  16. Your existing desktop customers are probably time shifting to mobile, this data is from across the Atlantic – and it shows the whilst total media consumption increased 6% between 2010 & 2011. Mobile grew the fastest at 30%. That's not all.http://www.emarketer.com/Article.aspx?R=1008728
  17. 22% of users of mobile internet in the UK, are only available via that device. That equates to the entire population of Sweden. If you don’t have a mobile optimised content delivery strategy you are limiting you market reach.42 million *0.22 = 9.24 million people.The majority of these people are aged over 25 and living on lower incomes...These are the Mobile Only Generation, and its size varies in different countries.Http://www.slideshare.net/fullscreen/OnDevice/the-mobile-only-internet-generation/8http://www.kpcb.com/insights/2012-internet-trends
  18. 22% of users of mobile internet in the UK, are only available via that device. That equates to the entire population of Sweden. If you don’t have a mobile optimised content delivery strategy you are limiting you market reach.42 million *0.22 = 9.24 million people.The majority of these people are aged over 25 and living on lower incomes...These are the Mobile Only Generation, and its size varies in different countries.Http://www.slideshare.net/fullscreen/OnDevice/the-mobile-only-internet-generation/8http://www.kpcb.com/insights/2012-internet-trends
  19. There were so many cheesy pictures I could have used here, I would give this 6 out of 10
  20. Please take a few moments to take those in...If your mobile strategy is yet to get sign off, or if you hold the wallet up to now have been reluctant to open it, I understand, I really do. Affilinet was born 15 years ago in the web-era, we are lucky, our technology and business model still works now consumers multi-screen, but we are still having to adjust the way we do things, this means making investment decisions. I am not going to pretend its easy. So I sympathise with you.
  21. Will the Internet kill my store sales, should I spend money on online advertising, should I build a website? Some businesses are only just answering these questions. Mobile poses them all again, and then some!
  22. I would like to spend the next 8-10 minutes tackling the 3 principles of mobile optimised web app development. You’ll notice that I was also going to talk about ranking, but I have to cut it out due to time limitations. From a geeks perspective I’m gutted as that would have made the lovely mnemonic “PIER”. However is probably for the best, some words are better not said in a rush!So “Pier” becomes “PIE”
  23. If you commit to device optimisation for the 2nd , 3rd and even 4th screens, you need to start off by thinking very carefully about performance.
  24. 58% of mobile device users expect sites to load as fast as they do on the desktopAccording to research by Gomez.com, you don’t have much time, you have 4 seconds of their time
  25. 58% of mobile device users expect sites to load as fast as they do on the desktopAccording to research by Gomez.com, you don’t have much time, you have 4 seconds of their time
  26. Well those clever folks over at Yahoo! Have many managed to summarise 35 best practices!
  27. Again because of time restrictions I can’t attempt to tackle all of these, so I’m going to take my favourite 5. They’re my favourite 5 because they are the easiest to explain!Your Model-View-Controller should:Minimise HTTP requests by combining seperate JavaScript and Cascading Style Sheets ,CSS sprites can reduce the number of individual image requests2. Even free web app frameworks such as Wordpress offer Cache control plugins which support mobile versions of you site. Try these out!3. Gzip can reduce the data “payload” for text responses by up to 70%, so go get a filter in place! Again some open source frameworks support this anyway.4. If CSS occurs just at the start of the page, it allows progressive rendering, which gives the user an indication of how much longer they need to wait, its the dangling carrot trick effectively...4. Scripts use up one of the two allowed component downloads per connection to a given domain so if all you content gets served from the some location, a slow or large script could create a bottle neck.If you want to get uber technical, check out stevesounders.comYahoohttp://developer.yahoo.com/performance/rules.htmlTop 11 comparisonhttp://www.stevesouders.com/blog/2011/03/14/mobile-comparison-of-top-11/http://stevesouders.com/mobileperf/mobileperfbkm.phpGoogle & Binghttp://www.stevesouders.com/blog/2011/03/28/storager-case-study-bing-google/
  28. We have already learnt that users are far from patient, so assuming you have considered performance, what is next..?Well to keep with the Mnemonic its - Interaction.How does it feel to interact with your site?..users will be asking themselves this question regardless of where you are in the user journey. What ever functionality you offer make sure it adds value and works – that goes without saying!We could talk in detail about Facebook Opengraph integrations , we could also talk about the Web Accessibility Initiative (WAI) and the proposed Accessible Rich Internet Application (ARIA) specification. But that is heavy stuff and each could individually take this whole hour long slot...Instead I’d like to briefly consider the humble form, not the sexiest topic either, but a fundamental method of interacting with web apps. We’ll cover 3 key challenges and how they can be addressed...***Keep if there is time***navigation should be like a good friend. It should be there when you need it but give you space to do what you want. The toggle technique for site menus can keep focus on core content while still giving you access to navigation when you need itWith responsive Web design, we tend to fold a number of different content types into a single column. But that means lots of different content types in our scroll path. How do users know what’s on the page? They have to scroll and sift through a bunch of stuff. Auxiliary content loading can divide up content types more clearly.To manage this, you can roll up/collapse content to make it more parsable on small screens. Aggressive enhancement allows you to maintain access to content without overwhelming small mobile screens. Auxiliary content: you can enhance pages with additional content like related links, etc. when screen size increases. Create HTML fragments that can be loaded with Ajax or linked to when Javascript is off.Loading in additional content allows small screens to offer higher performance and larger screens to take advantage of additional space.
  29. Asking users to switch between Alpha & Numeric keypad modes can be a pain on a multi-field form. This challenge can be solved by ensuring that your form fields specify the input type correctly. i.e. Stating “URL” will result in intelligent devices bringing up a keypad containing “.” “/” & “.com”http://www.uxbooth.com/blog/mobile-form-design-strategies/http://uxdesign.smashingmagazine.com/2010/03/11/forms-on-mobile-devices-modern-solutions/
  30. iOS users benefit from “Field Zoom” for small fields, however this can be unhelpful if labels are left-aligned.This can be solved by using Top-aligned labels as a best practice.
  31. There are several solutions to this issue, Europcar in the example deployed several, for their mobile site they reduced the pickup countries from 139 down to the 40 most popular, they also leverage your devices location services API to automatically determine this information
  32. I recently read about Orbitz, it has had a mobile presence for quite some time, but only recently did it decide to completely overhaul its mobile platform to focus on the user experience. This lead to a doubling of conversion rate.
  33. Related to performance challenges and interaction you have the concept of progressive enhancement...
  34. Not everybody has the latest iPhone, do they need to buy one to be your customer? Surely not. browsers ignore what they don’t understand, so if you want to reach as many people as possible you need to build something that gets the basics right, just in case you get a few gatecrashers...
  35. When you do, that’s when Progressive Enhancement comes in handy...It uses web technologies in a layered fashion that allows everyone to access the basic content and functionality of a web app, using pretty much any device with an Internet connection no matter how basic.Those using more advanced devices which support scripting and device API’s are able to access a full fat version of the same web app.This is where the phrase “Mobile First Approach” applies... Many believe that thinking of the mobile experience as core encourages the development of better web apps that are not bloated with unnecessary features.I have to admit to not thinking of this metaphor, I saw it referenced in a presentation by a developer call Aaron Gustafson.***http://en.wikipedia.org/wiki/Mitch_Hedberg
  36. Its OK not to be “mobile first” from the get go, as you have seen from the statistics, you are not aloneAll businesses have legacy challenges to deal with, a affilinet we are working through ours right now, the main thing to do is start to plan ahead and talk to people within you business. It can take a while to get traction. If nobody is leading an initiative, volunteer to do some initial scoping and ask if you can pull a virtual team together to help spread knowledge across the business.In the short-term your options might be limitedGraceful degradation:The idea of a web app gracefully degrading has been around for literally years and the concept relate to other areas of technology too. The term basically means the page ingredients are structured so if certain features are not supported by a device the page can still work.The issue is, it assumes not many people will use that view, and that they will have to live with what they are shown, which may not look great and could still weigh a lot byte-wise.A separate mobile site is possible a better option, and depending upon your legacy systems could become the site you base your future desktop site on. However, as long as you have separate sites targeting different devices, you have the overhead of working across what is likely to be completely different markup. This latter option will probably need more budget too.
  37. If you do have the opportunity to leverage Progressive Enhancement what’s involved? The most important thing, is great content with limited inline formattingThis needs to be converted into:Semanticmarkup (i.e. only the necessary tags to explain the meaning of the content / classify it) Ideally the content is broken down into defined Micro Formats such as excerpts which can utilised dependent upon target deviceThe XHTML of course needs to be styled using valid CSS classes and ids which can be targetedWhen supported and when relevant JavaScript enhancements can be injected into the interface i.e. To reveal comments without a full page refresh....Don’t rely on JavaScript for navigation though, the basic mobile version should work without it...So which organisation has used this to good effect?....**XHTML - is a family of XML markup languages that mirror or extend versions of the widely used Hypertext Markup Language (HTML), the language in which web pages are written.The Document Object Model (DOM) is a cross-platform and language-independent convention for representing and interacting with objects in HTML, XHTML and XML documents. - WikipediaJSON – JavaScript Object Notation: is a text-based open standard designed for human-readable data interchange. It is derived from the JavaScript scripting language for representing simple data structures and associative arrays, called objects. Despite its relationship to JavaScript, it is language-independent, with parsers available for many languages.AJAX – Asynchronous JavaScript & XML: Ajax is not a single technology, but a group of technologies. HTML and CSS can be used in combination to mark up and style information. The DOM is accessed with JavaScript to dynamically display, and to allow the user to interact with the information presented. JavaScript and the XMLHttpRequest object provide a method for exchanging data asynchronously between browser and server to avoid full page reloads.XML – Extensible Markup Language – Human and machine readable document encoding
  38. The London 2012 Olympics were the first truly mobile Games. Audiences accessed BBC’s content in ground-breaking numbers on mobile devices...
  39. The London 2012 Olympics were the first truly mobile Games. Audiences accessed BBC’s content in ground-breaking numbers on mobile devices...
  40. The London 2012 Olympics were the first truly mobile Games. Audiences accessed BBC’s content in ground-breaking numbers on mobile devices...
  41. Guenole, its your turn.
  42. OK James,You’re up.
  43. Ok on to the Wrap up
  44. Along with building a performant, progressively enhanced web app, which allow users to interact with it seamlessly on their mobile devices, you also need to think about how you can enable people will find it... By i”t”, I mean the most appropriate version of you content.A key enabler will be the search engines, your content strategy and approach to on site optimisation needs to keep them happy...so think about it early on if you are planning development...In the past there was not much choice about how you approached mobile, most companies developed a separate mobile site (quite often coded by specialist) and that was that.More recently as discussed we have seen web development & design techniques such as Progressive Enhancement and Responsive Web Design come to the fore.. This has led to some specific discussions in SEO circles
  45. I’ll leave the deep-dive to Dave Naylor as he’s the expert, however I wanted to briefly cover this point.
  46. From an overall SEO perspective it has been confirmed by Bing and Google that the best way to “GoMo” is via a single domain, multi-device site. From a basic perspective this makes total sense.When people link to your mobile pages they are also linking to your desktop ones, which can mean more page authority and no need to worry about canonical URLs. However, if you want to run a sub-domain site (or you are forced too) don’t worry too much! Mobile pages can reference canonical (authority page) URLs in the page header so that their mobile site can tell Google’s desktop spider to just index the desktop pages URL. There is an interesting final point up there that relates to content, and is important to consider regardless of whether you run a separate mobile site or a single domain multi-device site.
  47. Possibly not according to Bryson Meunier Director of Content Solutions at Resolution Media in the USA. He flagged 16 differences between Google Mobile & Desktop that he has noticed this year. I want to point out my top 3...as I think some of his observations are theories rather than a reality...Number 1: Google Places listings sometimes appear higher in mobile results than they do in desktop, and domains with local intent seem to appear more often.This is not a surprise as the company is responding to the findings of research it commissioned itself. In Q4 2010 IPSOS identified that 95% of Smartphone users have searched for local information, of those 44% went on to purchase. http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463
  48. Another difference between the mobile SERPS and the desktop SERPS is the very easy to use Mobile Instant Preview...This likely means that as well as having a mobile optimised style, your site should leverage high quality images as that is what will draw people to click/press through to visit.
  49. Finally difference three, generally Android users are logged in, this means thatpersonalized results are shown more often than in desktop search.This might mean that there is much to be gained from promoting Google + actions within your site...social signals have been considered search engine for quite a while now, and this topic seems even more relevant in the mobile first era