[Research],[Mobile marketing Report 2011]
Post on 17-May-2015
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Confidential!!! For internal use only.
What makes Mobile Advertising so enticing?
Traditional Advertising
On-line Advertising
Mobile Advertising
One-to-one advertising
Different design to different audiences
Interactive advertising
Location based, highly targeted
Highly Interactive, viral , extremely
personal & omnipresent
Mass advertising, high reach
Lacks customisation
Zero interactivity
POTENTIAL PERSONALISATION
-
+
Vietnamese consumers are changing!
Killing time Want something to do while waiting for the bus
Entertainment while family watches something on the main TV
Goal directed
Want to get in and out quickly
After a specific piece of information
Gen Y use multiple channels simultaneously
With new touch screen, advanced handsets
Normal internet behaviors Convenience, contextual, relevant, location
Mobile Behaviours
Overall Mobile Channel Objectives
5
Mass target Reach
Core target
Engagement
Influence
MOBILE CHANNEL
• Platform to connect on-line and off-line • “Always ON” channel • SMS, Wap, Applications • Mobile to be supported by other channels
Mobile Stickiness
6
SMS Blast
Mobile Applications (Games, Native Apps)
Mobile Ads / Web / Wap
Low
High
SMS Blast vs. Mobile Display Ad
7
Forcing; Uninvited Permission-based
Web vs. Wap?
Web and wap url(s) can be the same: www.vnexpress.net; or can be different: http://tuoitre.vn (web) and http://m.tuoitre.vn (mobile)
In both cases, the back-end designs are different technology
Screenshot from Vnexpress: Web and Mobile – same contents; ad banner is different
*Source: Yahoo! VN | Mobile Advertising
Demographics of VN Mobile users*
64% 36%
Yahoo Vietnam; depends on network
Key Mobile Advertising Services
11
SMS Marketing Types
1. Interactive response to short code integrated in an advertisement
2. Database Marketing 3. Branded ID and Footer advertising 4. SMS “push” based advertising 5. Voting or Polling
2010 PromoTexter. All rights reserved
SMS Marketing Services
TextBlaster TextWinner
SMS Blast Campaigns
Customer Push Alerts
Helpline, CRM
Quick Send SMS
Quizzes, Comps
Raffle Promos
Feedback, Surveys
Voting, Polls
Profiled Targeting | High Speed Transmission | Personalised SMS Real Time Delivery Status | Scheduled Delivery | Mobile Number Validity
Platform features
Online SMS Marketing Tool Online SMS Competition Engine
2010 PromoTexter. All rights reserved
TextWinner Interactive Quiz
Create Quiz campaign
View Quiz Results online
Interactive SMS Quiz via TextWinner
TextWinner Quiz Features:
Unlimited Multiple-Choice Questions
Flexible Points System for Right & Wrong
Answers
Bonus Question - Bonus Points
Clues feature
Online Electronic Prize Raffle draws
TextWinner Web Interface
Ping Pong Quiz Same Question All Players
IntelliQuiz Question depends on Previous
Answer
INVITATION TO JOIN QUIZ
Initiate Quiz Invitation
QUIZ ANSWER 3
QUIZ END
QUIZ ANSWER 1
QUIZ QUESTION 2
JOIN QUIZ
QUIZ QUESTION 1
MyToday
HEALTH: Go healthy ! Use pureed veggies instead of cream. etc for gravies Ad: PRESENTING THE ALL NEW FORD IKON. sms DURA to 56263 FOR A TEST DRIVE
MyToday
BIZ: *RBI staff strike disrupts bonds trading *HDFC sees 20% growth for loans in FY10 Ad: INTEL CORE 2 DUO BASED PC RS 19,500 ONWARDS. sms INTEL DB to 566776 FOR INFO
Footer Ads
Proposed Mobile Channels – Premium
Yahoo! Mobile Vietnam: 3 channels (News, Mail, Messenger)
Nokia.mobi (Vietnam): 7M visits per month on all internet-enabled Nokia phones; Sold banner to Unilever Rexona campaign in Dec 2010
Think success, think MDIS
Mobile Display Ad Channels – Ad Networks
Serve ads on high-end phones: Iphones, Android, BB and Symbian S60
Serve ads to mass phones; Serve ads for Nokia Vietnam (below)
Best Way to Display Your Brand on selectively targeted customers via their phone brands/grades
Grade A Smart Phones
Grade B Smart Phones
Grade C Smart Phones
h"p://www.buzzcity.com/f/BuzzCity_Mobile_Ad_Index_Q2_2010.pdf
BuzzCity delivers growth in impressions of 61 per cent over the previous quarter
Monthly Traffic “ Sold” advertising Banners Inventory (Oct)
2010
95 million
Average Click Through rates (CTR) 1% - 3%
Targeting Options (recommended, based on campaign objectives)
If applicable
On Buzzcity Network:
Nokia phone is most popular phone makes.
Top mobile phone brands are China-‐Made or Local –made phones models as “Others”
By Phone Brands
Source : BuzzCity monthly Outreach
Users Profile
1. Acquire Mobile
Interaction 2. Results 3.
A. User is presented with Graphic/Text ad Banner on mobile sites
Graphic Ad Banners
Viral
Identity
Awareness
Graphic for Illustra0on only
Mobile Landing Page Upon Clicks on Ad banners
• URL Link to Mobile WAP Page ( mobile sites )
OR
• Customized Mobile landing Page to deliver Campaign messages, with/without OPT-IN leads acquisition
B. Upon Clicks, users are directed to Landing pages to interact with Brands; via URL link
Global Outreach with over 2,500+ mobile publishers in BuzzCity Network.
• Mobile internet websites across all popular categories ;
• social communities, • Portal/search, • information/news, • mobile contents, • entertainment & Lifestyle
• Your ad banners may be country targeted to users in selected country or regions.
• More targeting options is available via online self-service proprietary platform.
Targeting Capabilities ( Options ) : Online Associate Platform with full control to provide promotional messages, serve them, count them, and monitor progress of delivery across the advertising network.
Country Targeting
Region Targeting
Publisher Channel Targeting
Telco/ Carrier Targeting
Time Targeting
Targeting by Phone Makes
Targeting by Platforms
Targeting by Phone Features
Vitalk – Mobile Social Community
Screenshot from Vitalk: Chat, Ket ban, Wall, Choi games, etc
Inline Ads Tabs Ads Text 1
Click go to
Ads Tab Or
Wapsite
Ads Tab Promotion Event…
Click go to Ads Tab Or Wapsite
Mobile advertising on Vitalk
In-Game Mobile Channels: Avatar Game
Brand here with promo message to drive traffic to
wapsite
Brand here with promo message to drive traffic to
wapsite
Avatar Stats ( last 30 days): Active users: 350K Details in the next page
App stores - the iPhone and others
iPhone Australian app store launched July 08 500 – 750k Australian users
Android (Google) Australian app store launched March 09 2.3k applications No. 4 Handset in U.S. in March (after iPhone,
Blackberry)
Blackberry Launched App store April 09 (not in Aus yet)
Nokia (Ovi store) Australian app store launched Predicted 20k applications on launch
IVR System in Wap platform
28
Digital Assets Management [Mobile Web Demo]
QR Code as a tool for mobile internet
Be CLOSER to the TARGET
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