Online, mobile, mobile marketing, case studies 120116

Corporate background
The Crazy4Media Group is made up of four
specialised companies with complementary roles
offering ambitious and effective global interactive
marketing solutions.

Our client base includes digital content
developers, TV stations, consumer brands,
internet portals, mobile operators, marketing &
advertising agencies. Some of these are:

Vodafone – Telenor; Microsoft - Yahoo!
OMD – Vivaki - Ad pepper
Ticket Restaurant – Cheque Gourmet
Planet 49 - Vueling – L’Oreal
Real Madrid FC - Sevilla FC

Corporate background

With 50+ staff we are one of the largest
interactive marketing groups based in
Spain, particularly so in the fields of
mobile marketing and online
advertising.

The rapid increase in our portfolio of services,
and in particular our client base, has resulted
in our opening offices in Argentina, Mexico,
Brasil, Canada, Denmark, Slovakia, South
Africa and the USA. In Spain we have a
physical presence in Seville, Marbella and
Madrid.

Mobile Marketing Solutions
Founded in 2001

Froggie provides integral white label mobile
entertainment and mobile marketing services to
brands and agencies

 SMS/WAP push
 Audio & Video-call services
 Mobile lead generation, CRM and database
monetisation
 Mobile billing solutions
 Mobile Marketing consultancy
 Mobile site and smartphone application
development
Strategic shareholder

Online Advertising
Founded in 2004

Creafi Online Media provides high quality online
media solutions to advertisers and publishers
globally using world class online technologies and
expertise.

We deliver effective traffic with a phenomenal reach
that consistently gives our clients a real
promotional advantage in their chosen target
markets.

Mobile Advertising
Founded in 2006

Publicidad Interactiva 2006 is a mobile
advertising brokerage managing Mobile Web
and Smartphone App performance based
campaigns in over 100 countries and across
over 10 billion impressions per month.

Exclusive partner in territories

Audiovisual Marketing
Founded in 2009

Viyoi specializes in the development of
audiovisual marketing business models to best
fit specific client objectives, including the
creation and distribution of video content to any
device.

We work with various mobile and online
advertising partners both in providing them with
video ad serving capabilities, as well as the
sourcing of inventory and campaigns.

INTERNET BANNER DISPLAY ADVERTISING SOLUTIONS

*All #'s are in Business Approximate
Auto Gaming Entertainment News Sport Travel Women
thousands Finance Total IMPS
Argentina 3 600 12 000 40 000 25 000 20 000 18 000 14 000 12 000 62 000
Austria 650 2 100 6 600 6 100 1 200 1 700 2 100 1 500 21 950
Belgium 3 758 5 500 14 550 13 900 4 400 5 500 5 300 5 150 58 085
Brazil 9 130 45 650 93 500 115 500 19 580 33 000 49 500 20 900 386 760
Czech 600 850 13 600 6 000 700 1 700 700 1 500 25 650
Denmark 2 500 2 700 10 500 6 700 2 200 3 000 3 100 1 900 32 600
Egypt 50 000 50 000 42 000 77 000 55 000 51 000 10 000 25 000 360 000
Finland 1 200 1 500 7 400 4 200 1 300 1 500 1 300 1 500 19 900
France 9 275 31 600 61 000 66 500 11 000 21 000 31 000 20 000 251 375
Germany 7 600 55 100 40 000 74 000 10 000 11 500 53 000 8 000 259 200
Hungary 410 600 10 000 5 200 450 700 500 600 18 460
Iceland 60 100 12 000 360 80 150 80 150 12 980
Ireland 790 1 100 7 400 5 000 1 000 1 500 850 1 500 19 140
Israel 460 1 600 11 800 8 000 650 1 700 1 500 2 200 27 910
Italy 5 000 41 000 60 000 55 000 31 000 11 000 15 000 35 000 253 000
Netherlands 3 800 25 000 17 000 42 000 7 800 10 000 26 500 7 000 139 100
Norway 1 650 5 000 12 200 9 200 2 600 3 200 5 200 2 400 41 450
Poland 870 2 700 26 000 8 600 1 000 1 500 1 000 1 300 42 970
Portugal 3 100 5 000 15 000 14 600 3 300 4 500 4 200 4 000 53 700
Romania 1 800 3 600 17 500 16 000 2 500 3 000 2 600 2 500 49 500
Saudi Arabia 14 600 15 500 24 000 29 000 16 700 15 500 5 800 10 000 131 100
Slovakia 195 300 5 100 3 000 225 300 250 300 9 670
Spain 6 700 21 200 32 500 53 000 10 500 13 000 22 000 9 000 167 900

© Creafi Online Media info@creafi-online-media.com www.creafi-online-media.com

INTERNET BANNER DISPLAY ADVERTISING SOLUTIONS

*All #'s are in Business
Auto Gaming Entertainment News Sport Travel Women Approximate Total IMPS
thousands Finance
Sweden 3 500 5 200 17 000 13 000 6 000 6 500 6 000 4 500 61 700
Switzerland 3 000 5 000 9 700 11 000 4 000 4 500 5 000 4 500 47 200
Turke 550 1 100 60 000 20 000 750 12 000 800 11 500 106 700
UAE 5 800 6 200 9 000 11 000 6 200 6 000 2 500 3 000 49 700
UK 8 300 41 500 85 000 105 000 17 800 30 000 45 000 19 000 351 600
USA 55 000 221 000 900 000 595 000 265 000 275 000 230 000 255 000 2 796 000


SAMPLES OF PUBLISHERS

www.alawar.com www.antena3.com www.beatifullpeople.com www.dailymotion.com

www.farolatino.com www.freeridegames.com www.gamehouse.com listen.grooveshark.com



www.intereconomia.com www.jeevansathi.com www.juegoswapos.com www.hltv.org

www.libero.it www.longtailvideo.com www.maghreb.msn.com www.mail.ru



www.masrawy.com www.mazika.com www.miniclip.com www.arabia.msn.com

www.myyearbook.org www.naukri.com www.netlog.com www.odnoklassniki.ru



www.onkosh.com www.orange.es www.rambler.ru www.rbc.ru

www.es.realarcade.eu www.en.t45ol.com www.vcricket.com www.wamba.com



www.wikio.es www.ya.com www.yallabina.com www.yallakora.com

www.zylom.com


MORE SAMPLES OF ADVERTISERS

www.saxobank.com, www.odlmarkets.com, www.unicef.org, www.philips.com, www.samsung.com, www.philips.com, www.momondo.com, www.upjers.com,
www.gamigo.com, www.realmadrid.com, www.betfair.com, www.yahoo.com, www.svarovski.com, www.canaldigital.com, www.telia.dk, www.hp.com,
www.eagames.com, www.sas.dk, www.cimber.com, www.norwegian.dk, www.renault.dk/dk.aspx, www.dgs.dk


OUR GLOBAL MOBILE ADVERTISING ADMARKETPLACE

 3,000+ publishers delivering a global audience across 190 countries

 2 Billions of page impressions per month

 2,600+ advertising campaigns per month

 Up to 98% fill rates for Publishers

 High CTR for Advertisers

 Best of breed mobile advertising technology

 Global & country specific inventory and campaigns

T: (+34) 954 929 483 http://www.pi2006.com
C/ Arquitectura nº2, Torre 11, Planta 7, Módulos 1-7 (41015) SEVILLA
marianburgos@pi2006.com
F: (+34) 954 639 164 C/ Josefa Valcárcel nº8 Planta 2ª (28027) MADRID

PUBLISHERS: REPORTING

Transparent real-time reporting with the
most detailed analytics available

Publisher reports

 Snapshot report
 By campaign
 By site and app
 By creative
 By location

Key metrics available on each report

 Ad requests
 Ad impressions
 CTR
 Spend
 eCPC
 eCPM

T: (+34) 954 929 483 http://www.pi2006.com
C/ Arquitectura nº2, Torre 11, Planta 7, Módulos 1-7 (41015) SEVILLA

ADVERTISERS: ADVANCE AND INTUITIVE TARGETING

Operators:
Target specific mobile
Day Parting operators across the
Target your audience at the world Mobile Platform:
right time of the day and day iPhone OS, Android, Java
of the week

Language: Devices
Run global campaigns across Select specific devices or
international sites and apps brands of devices to display
your campaigns

Localization: Demografic:
Select the countries and Select the gender and
specific geographic Tags: age range for your
locations to target Match your ads with sites or apps campaign
using our contextual tag
functionality

T: (+34) 954 929 483 C/ Arquitectura nº2, Torre 11, Planta 7, Módulos 1-7 (41015) SEVILLA
http://www.pi2006.com

ADVERTISERS: POST-CLICK POSIBILITIES
Web
Directs users to any mobile or web page and create bespoke landing pages
for these campaigns

Click-to-call
Increase the odds of that user turning into a lead or a customer for your business

iPhone App Store application
Enables users to click on your ad and start downloading your Apple app to their phone.
Option available on Apple devices

Click-to-audio
Direct users to audio ads such as podcasts or music downloads that play out after users have
clicked on the ad. Option available on Apple devices

Click-to-video
Direct users to a rich video ad for your product or service straight from your banner or text link.
Option available on Apple devices
Apple iTunes store
Create campaigns that direct users straight into your Apple iTunes store purchase pages.
Option only available on Apple devices

T: (+34) 954 929 483 http://www.pi2006.com

ADVERTISERS: REPORTING
Transparent real-time reporting with the most
detailed analytics available

Advertising Reports

 Snapshot Report
 By campaign
 By site and application
 By creative
 By location

Key metrics available on each report

 Impressions
 Clicks
 CTR
 eCPC/eCPM
 Spend
 CPA/CPD

T: (+34) 954 929 483 http://www.pi2006.com

STATISTICS:

PUBLISHER MONTHLY IMPRESSIONS
247 Sports 60 000 000
Accuweather 122 000 000
AirG 50 000 000
AutoByWireless 200 000 000
Bebo 65 000 000
BleacherReport 75 000 000
Break Media 30 000 000
Burst 100 000 000
eBuddy 183 000 000
Evite 63 000 000
Fantasy Sports Ventures 15 000 000
Fark 85 000 000
Flirtomatic 150 000 000
Flixster 73 000 000
Freedom Interactive 200 000 000
Freexmedia 15 000 000
FunFor 50 000 000
Goal.com 10 000 000
Grooveshark 30 000 000
Hi5 10 000 000
Horoscopo.mobi 1 000 000
IGN 80 000 000
Inergize Digital 150 000 000
interactive 90 000 000

T: (+34) 954 929 483 http://www.pi2006.com

STATISTICS:

PUBLISHER MONTHLY IMPRESSIONS
IPC Media 125 000 000
JumpTap 75 000 000
Mister I 20 000 000
Mocospace 200 000 000
MyYearbook 400 000 000
NBC Sports 250 000 000
Nimbuz 120 000 000
Peperonity 350 000 000
Pinger 80 000 000
Pittsburgh Post-Gazette 100 000 000
Poynt 75 000 000
Shazam 500 000 000
Skout 110 000 000
Sologoles.mobi 2 000 000
The Guardian 60 000 000
The Score 80 000 000
TinyTube 120 000 000
Tjat 20 000 000
Todojuegos 5 000 000
Topix 75 000 000
Tribune Interactive 80 000 000
Ubersocial 100 000 000
Wap.elpais.com 2 000 000
Weather Underground 80 000 000
Yell.com 70 000 000

T: (+34) 954 929 483 http://www.pi2006.com

ADVERTISERS: CASE STUDIES (App Install tracking)

Goal Action Metrics

Drive downloads of the One click to the iTunes App A conversion is recorded the
Booking.com app with a Store download page. first time the app is opened.
target Cost Per Download.

T: (+34) 954 929 483 http://www.pi2006.com

ADVERTISERS: CASE STUDIES (Mob. site conversion tracking)

Goal Action Metrics

Generate test drive and One click to a mobile web Conversion tracking
brochure requests with a site where consumers can enables advertisers to
Cost Per Lead target. enter some details. optimise Cost Per Lead.

T: (+34) 954 929 483 http://www.pi2006.com

ADVERTISERS: CASE STUDIES (click to video)

Goal Action Metrics
One click to an in-app
Generate awareness and Measuring average view
auto-play 30 second
interest in going to see the times and number of
video short.
film Yogi Bear. completed views.

T: (+34) 954 929 483 http://www.pi2006.com

ADVERTISERS: CASE STUDIES (Social, Mobile and Video)

Campaign HTML 5 site Facebook page Video

Drive consumers to find Hall Pass mobile site Leverage the power of Leverage the power of
out more about the Hall containing rich media and “Like” to get friends sharing with friends and
Pass film. more information about the engaged and push updates. enable emotional
film. connection via video.
T: (+34) 954 929 483 http://www.pi2006.com

ADVERTISERS: CASE STUDIES (Geo-targeting)

Goal Action Metrics

Target consumers within One click on banner for Consumer redeems coupon
specific USA DMA regions. consumer redeem a coupon in-store at POS.
which is sent by text
message.
T: (+34) 954 929 483 http://www.pi2006.com

SOME OF OUR CLIENTS AND MEDIA PARTNERS

T: (+34) 954 929 483 http://www.pi2006.com

¿Porque marketing móvil?
• Ubiquo (5.3 billones de móviles registrados en el mundo en Julio
2011. El 76% de la población mundial)
Fuente: Mobithinking
• Siempre con nosotros
• Encendido 24H
• Sistema de cobro
• Dispositivo de comunicación (Comunicación bi-direccional –
Respuestas instantaneas)
• Medio interactivo
• Personal (Comunicación directa 1 a 1 - CRM)
• Via publicitaria de bajo coste por impacto

3
2

¿En que consiste el marketing
móvil?
En orden de eficacia (por nuestra experiencia)

• Marketing móvil directo (SMS push, Audio push, Video push)
• Publicidad móvil
• Portales de video
• Aplicaciones smartphone
• Códigos QR - Cuponing
• Social Media
• Videollamadas
• Marketing de proximidad – Bluetooth/Wifi/NFC
Fuente: Campañas generales de clientes de Crazy4Media 2011

33

El público “móvil”
Penetración de smartphones
Mobile content usage (USA, 13+)
por edad (USA)
70%
80.00%
Envio de sms
60% 70.00%

50% 13-17 60.00% Navegación en
18-24 50.00% internet
40% Utilización de una
25-34 40.00%
35-44
aplicación
30% 30.00%
45-54 Social media
20% 20.00%
55-64
10% 65+
10.00% Juegos
0.00%
0% Música
May-11
Q3 2010 Q3 2011

Fuente: Nielsen , 3 Noviembre 2011 Fuente: comScore Mobilens, Mayo 2011
http://blog.nielsen.com/nielsenwire/online_mobil http://www.comscore.com/esl/Press_Events/Press_R
e/generation-app-62-of-mobile-users-25-34- eleases/2011/10/comScore_Reports_August_2011_U.
own-smartphones/ S._Mobile_Subscriber_Market_Share

34

El público “móvil”
Actitudes hacia el Mobile Marketing SMS, el denominador
(España) común más bajo
80% O2 Media anuncia que su
70% plataforma personalizada de
60%
marketing móvil, O2 More, ha
50%
alcanzado los 6 millones de
40%
usuarios.
30%
20%
10%
93% de los usuarios abren un
0% mensaje en un periodo de 5
Estaria dispuesto a recibir Con publicidad en el móvil minutos después de su
más publicidad en el móvil puedes acceder a
obteniendo un beneficio información que no recibes recepción.
por otros medios
Fuente: O2 Media, 7 Septiembre 2011
Fuente: IAB Spain y The Cocktail Analysis, Mobile Marketing http://www.o2media.co.uk/news
en España. Noviembre 2011
http://recursos.anuncios.com/files/457/97.pdf

35

Algunos pymes que trabajan con
nosotros
CENTROS DE FORMACIÓN PELUQUERÍAS

GIMNASIOS AGENCIAS

36

Ejemplo: Add Value
Tintorerías Talleres
Valor añadido Fidelización y captación
ofrecido por avisos de clientes mediante
de SMS SMS

TINTORERIA TALLERES
XXXX le XXXX le
comunica que OFRECE UN
ya puede pasar DESCUENTO
a recoger su DEL 20% para
prenda. su próximo
cambio de
aceite.

37

Ejemplo: L’Oreal
Geo Localización

Cupones descuento

Video

38

Mobile and Online
Advertising case studies

The “best of the best”
1. Online browser game. Global CPL followed by 8 geographies on CPM/CPC. (January
2010)
2. Adult mobile web portal. NL and ES. (April 2010)
3. Forex lead generation using smartphone applications. Started in KSA, and then moved to
30 other developing markets. (May 2010)
4. Mobile discount coupon aggregation distributed via SMS and mobile web. ES (April 2011)
5. Freemium iPad gambling application. Global on low CPM rate followed by concentration
in 3 geographies. (May 2011)
6. Yahoo mobile search feeds. USA (May 2011)
7. Adult iPad application. Global. (July 2011)
8. Smartphone/Facebook dating application. Global on low CPM rate. Specific focus on 7
territories, plans for which new geos to focus on is constantly changing. Locally focused
promotions combined with national ones in the specific geographies. (July 2011)
9. Smartphone IM application. Freemium launch in 10 territories followed by a premium
launch in FR and ES (August 2011)
10. Autoplay online video. Runs in 70 geographies, with a focus on about of 10 at any one
tme, the geographies shift according to CPM rates. (September 2011)

10+ countries

1. Online browser game (global)
5. iPad gambling app (global)
8. Smartphone/Facebook dating 3. Forex lead generation (30 geos)
(global) 7. Adult iPad app (global)
Geographic cover

9. Smartphone IM app (10 geos)
10. Autoplay online video (70 geos)

1. Online browser game (8 geos)
2. Adult mobile web portal (2 geos)
10- countries

4. Mobile discount coupons (1 geo)
5. iPad gambling app (3 geos)
6. Yahoo mobile search feeds (1 geo)
8. Smartphone/Facebook dating (7
geos)
9. Smartphone IM app (2 geos)
10. Autoplay online video (10 geos)

Low degree of focus High degree of focus
Focus on each territory

3. Forex lead generation (lead
generation)
5. iPad gambling app (freemium)
Global

8. Smartphone/Facebook dating
1. Online browser game (advertising)
(credit card: Google/Apple, Facebook
7. Adult iPad app (credit card)
credits)
Geographic cover

10. Autoplay online video (advertising
arbitrage)

2. Adult mobile web portal (wap billing)
6. Yahoo mobile search feeds
1. Online browser game (psms, prs)
National

(advertising arbitrage)
4. Mobile discount coupons (prs,
8. Smartphone/Facebook dating
psms, wap billing)
(operator billing, internet+, psms)
9. Smartphone IM app (operator
billing, internet+, psms)

Traditional Innovative
Mechanism used to generate income

Conclusions
1. The most succesful campaigns have a high degree of focus in a small number of
geographies
2. Let your advertising do your market research for you! With more global billing options
comes the opportunity to sow seeds globally and see which ones flourish
3. Flexibility in choosing geographies to concentrate on is paramount. Pricing, and
innovative billing opportunities change constantly, be prepared to react to those changes.
4. Innovative billing is behind 70% of the most successtul campaigns
5. Operator billing and, more interestingly, Internet+ are present in 20% of the success
stories. Is this the future of online billing?
6. There still exists the opportunity to take succesful online services onto mobile
7. 50% of the more recent success stories have been based on apps, and of those almost
half have been iPad apps.
8. Online video is a sleeping giant. Take advantage of it whilst you can.

Thank you for your
attention!
Tom Horsey
Senior Partner
The Crazy4Media Group

T: +34 954 98 08 49
M: +34 616 46 99 72

Email: tomhorsey@crazy4media.com
Skype: tomhorsey
Msn: tomhorsey@hotmail.com
http://www.linkedin.com/in/tomhorsey

Online, mobile, mobile marketing, case studies 120116

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