Mobile Advertising and 2-D Barcodes Entertainment or Essential? Diane Strahan Vice President Registry and Digital Content Services
Jan 18, 2015
Mobile Advertising and 2-D BarcodesEntertainment or Essential?
Diane Strahan
Vice President
Registry and Digital Content Services
Power of Mobile as a Channel Barcodes: Easy to Use, Relevant, Flexible, Dynamic, Measureable
Mobile Barcodes are printed symbols that link consumers with interactive content:
Information» Access to critical information is quick and easy
» Provides relevant information when and where you need it most
Marketing/advertising» Transforms traditional mediums into interactive digital media – a powerful new media form where print, mobile and web converge
» Dramatically broadens the scope of mobile marketing opportunity
» Leverages unmeasured media (packaging, direct mail, in-store display, etc.) that add to the potential ubiquity of the medium
Entertainment» Instant access to movie trailers, music, book excerpts, associated meta data
» Drive awareness & excitement for new entertainment releases, introductions/upsell for associated licensed content
Commerce/Retail» Shortens sales cycles – influences buying decisions in and out of store
» Supports partner marketing, marketing coop and upsell opportunities through product tie ins
Enterprise/Supply Chain Logistics» Increases supply chain efficiency
» One code - Link marketing, advertising and supply chain where appropriate
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Barcodes - Here, There, Everywhere
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Mobile Barcodes – The Time is Now
What it is
• The ability to scan an object with a camera
phone and experience
» Deep link content
» Pre Populated SMS
» Calendar Event
» Pre populated phone call
» Other phone invocations
• Already big in Japan, and growing
worldwide
• Satisfying and engaging user experience
Why care
Operator
• An opportunity for revenue enhancement (ie advertising, meta data, new services)
• Drives data usage and customer satisfaction –easier method; opt in
• Provides key insights into subscribers’ interests for digital content and additional advertising leverage.
Brand/media
• Establishes relationships with consumers
• Accurately measures campaign performance near real-time
• Influences purchase decisions
Advertisers Want It. Retailers Need It.
Operators Can Enhance It.4
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Why Barcodes Deliver Value
• Competitive against other direct
response media
» Average cost per lead is $.60.
Barcodes can come in at half that
price.
» Comparable to Google Ad-word:
$.69 (2008)
• Converts offline audience to online
relationships – adds measurement
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How Brands/Agencies/Advertisers ProfitAs Mobile Channel Evolves, Advertisers Personalize To Drive Customer Loyalties
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Evolution of Media & Marketing Value Chain
Value of
Targeted
Media to
Advertisers
Radio
TV
Internet
Mobile
Grab attention with greater context/relevancy
Increase interest with user simplicity,
immediacy & ease
Enhance desire by tuned content, more
qualified offer with Metadata
Ease of payment and POS tie ins for
Prospect to takes action on the offer
Ease of address book/community tie ins
promote viral return for brand
Awareness
Interest
Desire
Action
Loyalty
Mobility has the potential to improve
advertiser reach & ROI with targeted
and personalized campaigns, reducing
time between customer “awareness”
and “sale”
Barcodes are worth more
becauseconsumers enter the hierarchy here
Interoperability is Essential
• Most campaigns rely on one proprietary
symbology, one campaign resolution
company and have no mass or scale
» The result: Industry fragmentation.
» Competing vendors and technologies
resulting in a market unable to sustain
unique point solutions.
• Brands who buy advertising demand:
» Reach
» Targeting
» Measurement and
» Competitive ROI for their spend
• Importantly: Interoperability is critical
» Leverage each players’ investment
» Supplies broad reach for brands and advertisers
» Provides safety and security of large numbers
− Standardized systems and competitive suppliers
− Clearinghouse provides secured gateway
» Provides the critical mass required to build and sustain healthy ecosystem
− Peering and point solutions don’t address
− Competition, innovation and scale matter
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Neustar Supports Players With Different Needs
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Clearinghouse
Registry
Gateway
Clearinghouse/
Registry
Content
Campaign Manager
Large MNOs
Gateway
Small MVNOs
Campaign Manager,
Publisher
Campaign Manager,
Agency
NeustarLinking
players and
systems to
provide
reach
and create a
marketplace
exchange
Mobile Application Providers
1. A code is scanned and sent through a local gateway to the designated clearinghouse.
2. The CCH does a registry lookup then queries the Campaign Manager for content
3. The URI is sent back to the handset which invokes it, commonly retrieving some remote content
The User Experience – How it Works
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Visa “Check Your Balance” Contest
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Get Event Updates Delivered to Your Phone
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Barcodes to Download Show Content
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Vide
o
NeoMedia “Scan to Give” Campaign
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Campaign Manager Partners
Company Contact
Mobile Discoveryhttp://www.mobilediscovery.com
David Miller, CEO
(703) 929-3597
NeoMediahttp://www.neom.com
Dean Wood, VP of BD
+447798 853228
3G Visionhttp://www.i-nigma.com
Maury Margol, Director, U.S. BD
(770) 289-1769
Mobile Data Systemshttp://www.mobiledatasys.com
Joe Spiteri, President & CEO
(630) 360-3400
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Players and roles• Brands- pay money for campaigns and fund
everything - Control system success. May
purchase names and codes directly from Registry,
but require CM to resolve.
• Campaign Manager (CM)- resolves codes and
can develop and run mobile campaigns on behalf
of brands
• Mobile Network Operators (MNOs)– Deploy and
support reader proliferation so brands can
advertise to a sufficiently large audience.
Operators can contract with CMs for a share of
advertising revenues.
• Clearinghouse- Routes traffic from MNO
Subscribers to CMs and back
• Media Company – Publisher of print, video, or
electronic content. Includes magazines, outdoor,
television, Internet, etc.
• Advertising Agency – Acts to coordinate message,
placement, and content of advertising, often in
coordination with media and CMs
• Code Reader – Software on handsets that
recognizes barcode symbols and sends traffic to the
clearinghouse. Also receives response from CM
(through clearinghouse) and launches device
functions. May also be CM.
• Registry– Reference database documenting
relationship between CMs and the codes they
publish.
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Code Resolution Pilot Ecosystem
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An Invitation to Participate
• Learn how your company can participate in and gain from the oncoming
mobile advertising market
• Test multiple business models and entry strategies to determine best
approach and sequencing
• Low risk environment
• Industry Supported Initiative
• Standards Based – Interoperable system
Contact [email protected] for more details
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