The Mobile Marketing and Mobile Advertising Toolkit November 12, 2008, Romania New Media Conference Dr. Alexander Trommen CMO
May 13, 2015
The Mobile Marketing and Mobile Advertising ToolkitNovember 12, 2008, Romania New Media ConferenceDr. Alexander Trommen CMO
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• Mobile Marketing Ecosystem
• Mobile Marketing Cases
• Mobile Advertising Cases
AGENDA
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Every age has an innovative media channel…
First Radio… …then TV… …today the mobile
...which will be discovered by marketeers immediately:
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Can you feel it yet?
* Share of mobile marketing and mobile advertising billing of total billings of Mindshare
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Mobile Advertising can be compared to the very beginning of online advertising in 1998
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Mobile Marketing is projected to have 1.6% of total global Ad spend by 2012
• Global advertising grows from 2006 to 2010 5.7 % per year.
• Online and mobile advertising grow from 2006 to 2010 19.9 % per year.
• The forecast to 2012 for online advertising is $54billion, that’s a period growth of 84% and 10% of global ad spend.
• In 2006, mobile advertising was around
$0.8billion.
• According to the STL report, there is
potential for the mobile advertising market to
grow rapidly. By 2012, mobile advertising will
be $5billion - $13.5billion, that’s a period
growth of 467% and 1,6% of global ad
spend.
Source: Swisscom
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In Europe alone the search and display revenues are projected to reach 1.3 billion € in 2012
Source Vodafone Media Solutions, Data drom Jupiter Research M-Marketing & Advertising Model 11/2007
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Overview of the value chain and the retained percentages
Service Enablers
AdvertisersAdvertising
AgenciesPublishers
Media SalesAgencies
Consumers
Pays 100%GROSS ad rate
Retains ~25%of GROSS ad rate
Retains 15~20%of GROSS ad rate
Receives 55- 60%of GROSS ad rate
Shares 25- 30%with Content
Provider
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The huge market potential attracts a lot of investments intothe sector
- Nokia acquires Enpocket (September)
- Media holding company Publicis acquires Phonevalley, a mobile marketing agency
(September)
- Search specialist Medio Systems buys Suhari, a small mobile marketing start-up
(August)
- Yahoo! buys Actionality, an in-games ad specialist (August)
- Interpublic Group (agency conglomerate) creates mobile specialist JV Ansible with
Veltic, a mobile ad platform provider (July)
- Media communications and marketing group Aegis acquires Marvellous Mobile, a
mobile media agency/platform provider (June)
- AOL acquires ScreenTonic (May)
- MSN acquires Third Screen Media (May)
- Buongiorno acquires Flytxt (May)
- WWP (global ad agency) invests in mobile search specialist JumpTap (February)
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Mobile Marketing and Mobile Advertising are different
Mobile Advertising(scaleable)
Mobile Marketing
(project driven)
Products / Service
• Mobile display ads• Mobile text links• Mobile TV*• Video ads• Mobile search
• On pack promotions• Push- and pull SMS• Push- and pull MMS• Custom apps• WAP-pages (brands,
special campaigns)• Couponing• Ticketing
Market
• Recurring business• Standard business• Big player in mobile
search• Near at the online
market
• 2/3 of expected European M-Advertising/ Marketing Market in 2010
• Campaign for a shorter time -> non recurring
• Service / Consultant business
• More direct marketing
• 1/3 of expected European M-Advertising/ Marketing Market in 2010
Customers
• Advertiser• Agencies• Media agencies
• Advertiser• (Agencies)
Need relationship to
• Online advertising company
• Big ad sales companies
• Content provider• Operators• Big publishers
• Agencies• Media planer
• Creative agencies• Advertiser
Players
• Google• Double Click• Yahoo
• AdInfuse• Admob• Smaato• add2phone• MINICK
What does it need?
• Ad server• Standardisation of
adv tools• Personalisation &
targeting• Performance
measuring • Ad-funded content• Role of marketer• Ad sales• Scales effects
• Creative concept• Good design• Consulting
• Minick• Rhythm Media• 12snap• Neue Digitale
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AGENDA
• Mobile Marketing Ecosystem
• Mobile Marketing Cases
• Mobile Advertising Cases
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Web Registrations for Mobile Content
� Mobile content as a tool to
generate addresses
� Bases for permission based
marketing
� Connection of online und
mobile
� Content adapted to the actual
technical conditions
� Generated +100.000 contacts
Audi
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SMS Projections for Events
� ‚Hello World‘: laser projection of
SMS messages from all over the
world on selected famous
buildings world-wide, e.g. the
UNO headquarters in NY
� LIVE 8: opportunity to express
one‘s support per SMS, more
than 1 mio. SMS received
Events
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MMS Back-Channel and Competition at POS
� In cinemas all over Germany, flyers
with perforated masks were
distributed
� Users with camera phones could take
pictures with the Batman mask and
send them via MMS to a short code
� Senders participated automatically in
the lottery
� Photos could be viewed online on a
micro site
Batman
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Cutom-made Mobile Flirt Application & Mobile Portal
� Especially developed multi-
player flirt game
� Users create their profiles and
can flirt with other users
� Flirt partner evaluates the
performance and gives points
� Flirt queen and king were
calculated this way and crowned
on stage at the VIVA Comet
award
� Supported on TV by MTV and
VIVA, VJs as testimonials
AXE BCWW
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SMS to „call-back“
� Integrated raffle campaign in
cooperation with Pro7
� Promotion of the interactive
AudioCard in a 20sec TV
commercial
� Participant receives an
unheralded mystery call of
Captain Sparrow
� Mechanism of the lottery is
explained, participation directly
via the key pad
Pirates of the Caribbean
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On-pack Promotions via QR / 2D Codes
� Linkage of beverage and music:
music download on every bottle
� Take a picture of the 2D-Code
with the mobile phone, send the
photo via MMS to a dedicated
short code and activate the
download on the phone
� Cooperation with Warner Music,
promotion with TV commercials
Soneq
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In QR Codes are Mostly Used to Make Print or OutdoorAdvertising Interactive
Example Japan
Example Germany
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QR Codes are Almost Ubiquitous in Japan
The barcodes contain nutrition information, etc.
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AGENDA
• Mobile Marketing Ecosystem
• Mobile Marketing Cases
• Mobile Advertising Cases
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In Germany Alone Over 100 Portals Already Build TheirBusiness on Mobile Advertising
Source: Vodafone Media Solutions
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The Usage of the Mobile Internet Is Still Low Compared to the Web
Source: Vodafone Media Solutions, Data Status End of 2007
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Automatic Webpage Adaptation to Mobile by Browsers Leads to an Unsatisfying User Experience
Source: VDZ Akademie 2008 presented by Sevenval
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Vodafone Media Solutions Advertising Types
Source: Vodafone Media Solutions 2008
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Campaign-focused Mobile Portal
� Global mobile marketing
campaign for the World Cup 2006
� Content download, free life
ticker, information about the
games and players, possibility to
win tickets
� Supported by TV commercials,
partnerships with MTV and Xbox
360
� + 1.000.000 visits
Adidas Worldcup 2006
Source: www.MINICK.net
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Mobile portal with Nightlife Guide
� Pocket guide to help consumers
make the most of their nights
out
� Features, such as a pocket
bartender, are developed
specifically for consumers on the
move
� Integrated nightlife guide incl.
navigation for UK, Canada, India
� In UK the mobile site reaches
about one-third the traffic of the
website
Smirnoff
Source: AKQA
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Conclusion
� Marketing on cellphones consists of 2 areas Mobile Marketing and Mobile Advertising
� Mobile Marketing is the creative part where individualised solutions are key to be successful
� Mobile Advertising is a highly standardised and scalable business
� Mobile Advertising will see faster growth and larger revenues in the future