Integrating Mobile Advertising into the Marketing Mix

Thomas Arthur, GMSensis Digital Marketing Services

Advertising that’s always onAdvertising that’s always on

Key considerations for mobile campaigns

Why mobile advertising?

How is it being done?

Mobile advertising innovation

Consumermobile

advertisingcontent

Sensismobile

advertising business

Why Mobile Advertising?

Reach

8.55 millionAustralians currently use a mobile phoneconnected to a 3G network

Source: ACMA Communications Report 2007-2008

Reach

More than 4.4 millionare Telstra 3G and NextGTM network mobile customers

Reach

users each month

2.3 millionThe MediaSmart mobile ad network has

MediaSmart allows advertisers to take advantageof BigPond’s Mobile Portal which also includesthe Sensis mobile and 3rd party network.

Source: Omniture Report (Jan – Mar 2009)

Audience Targeting

Targeting parameter options can include:

Audience Targeting

Bright Futures35, Pyrmont

Conscious Consumers36, Clovelly

Mortgaged Aspirations35, Dundas

Studied Wealth55, Rose Bay

ROI

Sophisticated reporting capabilities

• Unique users

• Number of banner ad impressions

• Number of click-throughs to AdSites

• Average page views# Banner Ad Impressions# Banner Ad Impressions

# Click-throughto AdSites

# Click-throughto AdSites

Average Page ViewsAverage Page Views

# Competition Entries

# Competition Entries

# Downloads# Downloads

ROI

Sophisticated reporting capabilities

• Number of calls

• Number of downloads

• Number of competition entries

and more…# Opt Ins# Opt Ins # Mobile

Coupons# Mobile Coupons

How it’s being done

KEY RESULTS

• 756,315 impressions delivered

• CTR 1.16%

• 5% conversion rate to click to call

One click for direct response

QANTAS GLOBAL SALE

• Two-day buyout of the high profileBigPond “Top of Homepage” Bannerin conjunction with press– Leveraging enormous reach offered

by the BigPond Mobile Portal

KEY RESULTS

• 1,322,800 impressions delivered

• CTR 1.01%

• Video Downloads 3,019

• Competition entries 12,824

The brand in your hand• Stimulate brand loyalty and product

awareness through consumer engagement

McDONALD’S CHICKEN SUMMER CHOICES

• MediaSmart mobile channel the bestperforming media for campaign.

Mapping

SMS shortcodes

Send to mobile

SMS broadcasts

Database/CRM integration

Coupons

Bluetooth

Mobile codes

Integration with other media

Mobile codes

Send to mobilesSend to mobiles Coupons

Mapping

Lexus ‘L’Exhibition’

• National campaign targeting broad audience described as under 44yrs old, successful, affluent males

• CTR 1.22%

• Click to call 6%

Integration with other media

• Video downloads 4.4%• Mobile codes scanned 2.5%

“Lexus owners tend to betech-savvy and new mediais proving to be an effective method of communicatingwith this market –Matt Joyce (Lexus Media Agency)

Mobile campaign checklist

Content/Destination

Audience

Placement

Call to action

Creative

Device-friendly

Incentive

Timing

Integration

For more details SMS* ‘cebit’ to 0415 268 766 *standard SMS charges apply

or Visit our mobile site http://adsites.com.au/1/4555

"TV will never be a serious competitor for radio because people must sit and keep their eyes glued

on a screen;the average American family hasn’t time for it."

- New York Times, 1939

Don’t make the same mistake with mobile advertising

For more details SMS* ‘cebit’ to 0415 268 766 *standard SMS charges apply

or Visit our mobile site http://adsites.com.au/1/4555