Post on 14-Apr-2018
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The Big Mobile Handbook2012
iabuk.net
Sponsored by
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HARNESS
THE POWEROF MOBILE
2012 Millennial Media. All rights reserved.
Learn more at www.millennialmedia.com/iabhb
Mobile is mass media that is personal, always
on, and always with you. This makes mobile
dierent from any other type of media platform.
Millennial Medias solutions for advertisers are
not just about delivering the right ad, theyre
about connecting brands with the right
consumers at the right moment.
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IntroductionAdvertising on mobile
Measuring mobile
M-Commerce
Integrating mobile
The Future o mobile
0204
50
56
68
82
Contents
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Introduction
Mobile has unquestionably come a long way in the
last ew years, establishing itsel as a medium thatcan no longer be ignored. It is also a medium that
has been interrupted by some game changing
technology that has changed the way we live.
Most o us in the UK currently own a smartphone (59%),
but its easy to orget how dierent the world looked
in 2007. Back then the Nokia 1200 was the worlds
bestselling handset with shipments o 150m but things
changed very quickly during the ad break or the 79th
Academy Awards o that year. Apples Hello ad gave
viewers the rst taste o the phone that Apple went on to
launch in June 2007. By 2008, the iPhone 3G became the
worlds bestselling phone, and the consumer appetite
or smartphone technology has not slowed since.
This pace o change in mobile technology and the
phenomenally ast rate o consumer uptake have
caused stirs in the marketing world rom agency
bars to advertiser boardrooms. Looking back to
the rst IAB/PWC adspend study in 2008, its a
surprising reminder to see at that time the mobile
advertising market was worth 28.6m. During the
last our years the market has increased over seven
old to 203.2m, with 134m being spent on search
and 69m on display advertising on mobile.
It is particularly interesting to look at mobiles recent
growth in comparison to online advertising ten years
ago. Chart 1 illustrates that 2011 mobile revenues
actually exceed the 2001 online advertising market
and according to the industry analysts First Partner,
we can expect that trend to continue into the uture,
with mobile potentially reaching just under 1bnin the UK by 2014, only two short years away.
These black and white smartphone and adspend
gures certainly tell a story about the evolution o
mobile marketing to date but there have also
been some changes in the way we think about mobile
as an industry that is harder to quantiy. The constant
release o new technology has meant there is always
some kind o mobile new kid on the block the marketer
has to know about. This makes mobile incredibly
exciting and dynamic, but at the same time a bit
o a challenge to keep up with. The eedback
rom our annual agency study in chart 2 goes some
way to capture this each year something new is
crowned the most excit ing, in this case rom apps,
to location, to NFC all in the space o three short years.
The IAB is committed to making mobile easier or
brands and agencies to tap into this growing market,
and this handbook brings together everything the
marketer needs to know about mobile rom the ground
up. This complete guide rom leading experts in the
mobile eld includes, measuring mobile, m-commerce,
advertising on mobile, integrating mobile and the
uture o mobile. We hope this gives you everything
you need in one place, but o course new inormation
is released all the time. Please be sure to keep an
eye on our website www.iabuk.net/mobile or the
latest research, news and market inormation.
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Introduction
Alex Kozlo
Senior Mobile Manager, IAB UK
Chart 1 Trends in mobile & online display
advertising, IAB/PWC Adspend study
Chart 2 The changes in the most exciting developments inmobile advertising according to UK agencies over the last 3 years
2009 2010 2011
Source: IAB Snapshot research
Base: 2011 (406)
Source: IAB/PWC Adspend
Mobile Estimates: First Par tner 2011
Online adspend
Mobile adspend
1998
28.6m51m
153m
203.2m
449m
727m
962m
2008
19m 37.6m
83m
166m
197m
465m
825m
1999
2009
2000
2010
2001
2011
2002
2012
2003
2013
2004
2014
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Advertising on mobile
1
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1.1 Search
1.2 Mobile video
1.3 Social media
1.4 Display advertising
1.5 Aliate marketing
1.6 Mobile targeting
1.7 Location-based advertising
1.8 Real-Time advertising1.9 Mobile messaging
1.10 Tablets
1.11 Mobile creativity
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1.1Search
The Mobile Landscape
Its already proved quite a remarkable yearor mobile, and or mobile search in particular.
The London 2012 Olympic Games provide a
brilliant illustration. In the rst week o the Games,
Olympics-related searches with Google on mobile
devices smartphones and tablets grew tenold
over the previous week1. During the rst two days
o the Games, 46% o total Olympics-related
searches in the UK occurred on mobile devices2.
And at some moments, more searches occurred
on tablets and smartphones than on computers.
Mobile search is growing exponentially, and at Google
weve seen mobile search queries grow veold in the
past two years3. In 2012, smartphone penetration in the
UK reached over 50%4 and the iOS and Android app
stores reached 50 billion app downloads combined5.
Increasing searches on mobile and tablet present
exciting opportunities or you to engage with customers
and meet your marketing objectives, whether thats
driving visitors to stores, call centres, online sales
on mobile or computer or app downloads.
1,2 Google Mobile Ads Blog Going or the Mobile Gold:
10x increase in Olympics mobile searches globally
3 Google Interna l Data 2012
4 Google and Ipsos. Our Mobile Planet UK:
Understanding the Mobi le Consumer. May 2012
5 Google Keynote June 2012 and Apple WWDC keynote Ju ne 2012
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1.1Advertising on mobile
Get the ull value o mobileMary Burris, Mobile Product and Solutions Strategist, Google
Matt Brocklehurst, Product Marketing Mobile Ads, Google
Getting the Basics RightSo where do you start? Follow best practices
to get the most out o mobile.
1. Maximise search potential with ull
keyword coverage, extending desktop
keywords to mobile and tablet devices.
2. Bid above the old. Mobile has limited ad inventory
compared to desktop, so appearing in position
1 or 2 is critical or mobile search ad per ormance.
3. Create relevant mobile ad text. Include calls
to action, such as Call a s tore near you, and
relevant ad extensions ormats like click-to-call.
4. Create a mobile optimised site. Research shows
40% o users6 turn to a competitors site ater a bad
mobile experience. Capture mobile consumers
post-click, because i you dont theyll go elsewhere.
Understanding theBenets o MobileOnce youve created integrated mobile marketing
campaigns, optimised your accounts across mobile
search and created a mobile site experience, youre in
a position to start enjoying the ull benets o mobile.
Mobile oers returns above and beyond the
in-site experience. As a result o the rise o
mobile, weve discovered the emergence o new
consumer behaviours. There are now multiple types
o conversions stemming rom this shit, and these
are happening both online and ofine.
In-store85% o UK smartphone usershave searched or local inormation and 81%
have taken action as a result; 40% visited the
business and 21% made a purchase in-store7.
Phone calls85% o UK smartphone users have
searched or local inormation and 81% have taken
action as a result; 35% called the business8.
Cross device39% o UK users
researched on a smartphone and then
made a purchase via computer9.
App downloadsUK smartphone usershave installed 23 apps on average, with
nine apps used in the last 30 days10.
Mobile web31% o UK smartphone users
have made a purchase on their smartphone11.
6 Compuware, What Users Want rom Mobile, 2011
7,8,9,10,11 Google an d Ipsos. Ou r Mobile Planet UK:
Understanding the Mobil e Consumer. May 2012
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Advertising on mobile1.1
The Mobile Marketing ToolsetIn order to help advertisers assign ull value to and make
the most o mobile marketing, several product solutionscapture and measure these new types o conversions.
Location ExtensionsSearching or local inormation is one o mobiles
most common activities. Give potential customers more
reasons to click on an ad by including an address up
ront. Location extensions merge your business address
and phone number seamlessly with ad text. Through
location extensions you can better track and view user
interactions that could be happening around your store
locations. Analyse AdWords accounts to understandlocal behaviours, such as the number o users clicking
on Get directions, and use Google Analytics to record
users interacting with the store locator on your site.
Call ExtensionsCall extensions allow you to add a phone number
thats displayed as the last line o text whenever
your ad appears. This enables customers to connect
with your business by phone directly, without having
to re-enter the number manually into their keypad.
Call extensions can help you to better understandthe online-to-ofine behaviour o users interacting
with your call centres, revealing the volume o
calls and sales triggered by your mobile ads.
Mobile App ExtensionsNot all mobile users searching or a business may
know that the business has an app. The mobile app
extension in AdWords allows advertisers to add a mobile
app download link to search ads. With this extension,
you can promote your mobile app to users who may
simply be searching or a brand, product or service.
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1.1Advertising on mobile
Click-to-Download Ads or AppsFor advertisers ocused on driving app downloads,
click-to-download ads incorporate rich inormationabout an app in the ad unit itsel. Ater a user perorms
a search and your click-to-download ad appears,
the consumer can see image previews, a description
and pricing and rating inormation.
In-App AdvertisingGoogles AdMob network is integrated into AdWords,
so advertisers can reach 350 million12 mobile devices
in the AdMob network and appear on some o the
top apps available in app stores. Various tools and ad
ormats make it easy to promote app downloads withinapps too. Choose optimised text ads or iOS or Android
apps with rotating ad text to promote app downloads.
To understand your mobile ads perormance across
these ormats, you can monitor app downloads rom
the Google Play Store with AdWords conversion tracking.
Tracking Mobile ConversionsMobile conversions drive business, but are you
measuring their ull value? Use AdWords conversion
tracking and Google Analytics to optimise your mobile
site, then continue to test new designs based onperormance. Meanwhile, remember to take into
account users who are researching on mobile
devices but converting on desktop. By considering
these interactions, youll develop a uller picture o
the opportunity that mobile drives across all devices.
In SummaryFor years mobile has been seen as an important
part o advertiser plans or the uture. But the
increase in mobile search activity, the mobile-
specic ways in which advertisers can now engagewith users and the online and ofine returns being
generated rom mobile devices mean that in 2012
we are seeing the mobile potential realised at last.
12 Google Mobile Ads Blog Adwords
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1.2Mobile video
Clicks vs Impressions Its not just about CTRs,
video completion rate (VCRs) and brandengagement matter as well
Mobile video advertising sits at the intersection
o two o the astest growing market segments o
digital advertising mobile advertising and digital
video advertising. Mobile advertising rose 157%
in 2011 to 203M and video advert ising rose 100%
to 109M o the 4.8B internet advertising market
in the UK that grew 14% last year. With over 25M
people using the mobile internet every month and
over 27M people streaming content when they go
online, the mobile video advertising opportunity is
one that every marketer needs to consider. The year
o mobile has nally come and gone, and consumers
are clicking play in video players and using apps at
an unprecedented rate so every brand advertising
campaign should actor mobile video into its plan.
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1.2Advertising on mobile
YuMe is a global multi-screen digital video advertising
service and solution provider that drives brand
results and publisher revenue. YuMe solves the
audience ragmentation problem with sotware and
aggregates TV-scale audiences with data sciences.
The Broadband Connected, High DenitionScreen That Extends the Reach and Frequency o TV
by Yume
The long held belie that mobile is best or only
location aware direct response is nally giving way
to the power o the platorm or branding. We use
our mobile devices now or more than portrait modeutilitarian activities such as communication, search,
and location. We are increasing rotating the device
into landscape mode to watch a video, play a game,
or consume content. We are leaning back and killing
some time to be entertained and inormed at all times
o the day. Furthermore the rise o tablets as both
primary and second screen media consumption
devices is creating even more lean back branding
opportunities. Touchscreens have revolutionised
advertising as 27% o respondents claim they are
more likely to interact with ads because they have
a touchscreen (Three Device Lives, IAB, Dec 2011).The smartphone and tablet are now both a lean
orward direct response opportunity and a lean
back brand advertising platorm that should be
planned in much the same way you plan or TV.
Mobile video oers some unique brand campaign
opportunities you dont get with traditional TV or
even online. A great TV commercial is and always
will be, a great TV commercial, regardless o screen
so when you have one you are always looking or
ways to extend its reach. Mobile video provides the
opportunity to take your existing creative and re-mixit or the mobile screen and add interactive elements
that leverage the unique capabilities o the devices.
By adding touchscreen, orientation, accelerometer,
and location elements to your existing TV creative
you enable consumers to engage with your brand
message in new and unique ways. Overlea are
some examples o mobile video ad units:
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1.2 Advertising on mobile
Pre-roll on mobilePre-Roll is a 5 to 30 second video advertisement
that appears beore the desired videocontent or mobile application.
Brand customizable pre rollMobile video ad is enhanced by an interactive &
branded overlay. The overlay is displayed on the
bottom right o the screen throughout the video
ad, making it more relevant, inormative, and
compelling with subtle branding elements.
Multi-interactive mobile videoFull screen pre-roll ad overlaid with up to 5 interactivity
icons that enable urther engagement with the brand.
Mobile 2Motion2Motion mobile ad unit eatures a ull-screen
rich media ad or 3 seconds ollowed by a video
ad with the options or urther engagement
with the brand overlaid as tap to actions.
Mobile Tap2Motion
Tap2Motion mobile ad unit eatures a ull-screenbanner or rich media ad that appears beore the
desired video content or application and allows
the user to either play video or connect with social
networking and ecommerce brand destination sites.
Multi-interactive mobile video
Mobile Tap2Motion
Mobile Tap2Motion
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1.2Advertising on mobile
Mobile FlipMobile Flip leverages interactions specic to smart
phones & tablets. It is a ull-screen branding experiencethat enables a tap or a swipe to switch between video
ad and branded display. Mobile Flip allows or multiple
interactivity options, all inside the ad experience.
Mobile video has proven to be one o the most
eective brand advertising tools over the last 2 years
with video completion rate on average in excess o 70%.
Consumers watching video advertising on smartphones
and tablets oer advertisers the ability to increase brand
awareness at the top o the marketing consideration
unnel, and the interactive nature o these devices allows
or brand engagement and purchase consideration toenable perormance based advertising to succeed.
The rules o brand advertising have not diered
dramatically over the last 50 years; drive awareness
o the brand in order to increase consideration and
purchase. Mobile advertising has been established
as an always on and always available perormance
platorm, but now with the growth o mobile video
as a consumer entertainment medium, driven by
scale o audience, technological developments;
quality o picture, screen size and consumer
adoption, mobile video advertising allows brandadvertisers the ability to drive awareness and brand
consideration on the very devices which are closest
at hand and accessed more than any other brand
platorm. Isnt it time that your marketing harnessed
the power o mobile video brand advertising?
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1.3Social media
Social media is becoming increasingly mobile
as consumers are accessing social content whilston the go. According to a study by comScore, 35%
o UK mobile users access social networking sites
on their mobile phones and more than one third (36%)
o UK consumers are using social platorms such as
Twitter and Facebook to interact with brands.1
Advertisers are capitalizing on the convergence
o mobile and social by integrating social media
with their mobile advertising campaigns to extend
the connection between the consumers and
the brand beyond the lie o the campaign.
Social media is the ultimate viral marketing tool
and there are ew reasons not to include it in
a mobile campaign. The integration o mobile
advertising and social is seamless because the
technology and the user experience are similar.
Social media has a positive novelty actor eect
and makes the brand cool, resh, and up-to-date.
It also extends reach and helps with acquisition.
I your brand has a Facebook page or Twitter prole,
dont orget to include but tons in your ad to take your
users there. Its an easy rst step toward bringing social
media into your ads, and its also quite eective. Across
a sampling o ads that included social media buttons,
4% clicked to Facebook, 5% clicked to Twitter and 20%
clicked to Instagram2. I there are multiple social media
buttons, Facebook typically gets the most clicks.
Mobile display ads that include social media sharing
engage users even more than linking. Facebook user
generated content osters creativity and leverages social
graphs to add virality. Branded messages received rom
a riend resonate more with consumers, so savvy mobile
advertisers will oer opportunities or users to create
compelling content such as videos or pictures that
can be shared. On average, 9% share user generated
content on Facebook and 13% o users share a branded
message on Twitter.2
1 Fishburn Hedges and Echo Research
2 Celtra, Inc.
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1.3Advertising on mobile
Celtra Inc. is the global leader or rich media mobile
advertising and analytics across mobile devices.
AdCreator 3, used directly by top agencies, publishers
and ad networks in more than 18 countries, is the
only complete, SDK-agnostic platorm or building,
managing and tracking eective rich media mobile
advertisements. For more inormation, visit Celtraat www.celtra.com or @CeltraMobile on Twitter.
Twitter is eective or orwarding branded messages
that users are excited about. Ads can include a Canned
Tweet which allows users to Tweet a message directly
rom an ad. A Twitter Feed component integrates aTwitter eed directly into the rich media ad. Users can
interact with the eed by swiping up or down the device
screen to move through the items in the eed.
I the goal is customer acquisition, oursquare drives
oot trac by encouraging users to nd a location
nearby and check in. National brands that run dierent
promotions regionally nd oursquare highly eective
as it allows geo-targeting o specials, coupons or
other messages.
A recent study conducted by Simply Measured
showed 40 percent o the top 100 companies inthe world have integrated Instagram into their
marketing strategies. Instagram has proven eective
or advertisers looking to capture the attention o
the hipster crowd by encouraging them to share
brand enthusiasm by creating cool photos.
Foot Locker recently launched a mobile
advertising campaign that encouraged Instagram
users to tag pictures o themselves wearing their
avourite sports shoe using #kickstagram and
@ootlocker. Uploaded photos had the chance to
be showcased on Footlocker.com, the Foot LockerFacebook page as well as in store windows.
The convergence o social media and mobile
advertising is critical, and the ability to create highly
relevant, contextual advertising is a powerul step in
the right direction or advertisers. Social media
empowers consumers to identiy with a brand
by allowing them to interact with entertaining
content and share it, creating powerul brand
advocates or marketers and advertisers. Always
include social media in your mobile campaigns
as it drives high engagement and extends themedia buy beyond the lie o the campaign.
Social Media and Mobile
by Celtra
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1.4Display advertising
Display advertising on mobile and tablets has
many similarities with digital advertising. Campaignscan be broadly split into brand advertising or direct
response, oten known as perormance advertising.
The path you choose depends on your campaign
goals and objectives and, once these are decided,
the other elements o the campaign will ollow.
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1.4Advertising on mobile
Millennial Media is the leading independent mobile
advertising platorm company. Our technology, tools
and services help app developers and mobile website
publishers to maximize their advertising revenue,
acquire users or their apps and gain insight about
their users. We oer advertisers signicant audience
reach, sophisticated targeting capabilities and the
ability to deliver rich and engaging ad experiences
to consumers on their mobile connected devices.
by Gavin Stirrat
Managing Director EMEA, Millennial Media
Brand AdvertisingBrand advertising on mobile will be bought as
a CPM (cost per mille thousand) impressions. It isimportant to understand your target audience and
then choose the appropriate methods or reaching
them. Types o targeting on mobile include:
Tactical Targetingreach consumers based
on the characteristics o their device and data
connection; e.g device, OS, network, wi-
Content-Based Targetingreach consumers
based on the types o content they are
currently consuming; e.g. automotive, nance,
games, music, news, social, sports, etc
Demographic Targetingreach consumers
based on their demographic characteristics,
or example age, gender, household income
Behavioural Targetingreach consumers
based on real-world actions and behaviours
Contextual Targetingreach consumers based
on what is happening around them at that moment;
e.g. location, day parting, competitive conquesting,
situational at an event; at an airpor t; in a hotel
Local/Proximity Targetinga subset ocontextual targeting, that enables the advertiser
to present relevant oers to consumers at
the right moment, in the right place
Retargetingreach consumers who have
already expressed interest or exhibited
avourable intent or your brand or products
Millennial Medias targeting technology
enables brands to connect with real-world
audiences, in the right place at the right time.
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1.4 Advertising on mobile
Perormance/DirectResponse AdvertisingThis is an advertising approach where the
action being inspired by the advertising is measured.
There are many types o direct response campaigns
and these can be broadly categorised as ollows:
App Download/Upgrade
Lead Generation/Capture
Enroll/Join/Register
Site Trac
Orders
Perormance advertising can be bought on a variety
o metrics, including: cost-per click (CPC), cost-per-
download (CPD), cost-per-install (CPI), cost-per-
acquisition. CPC is by ar the most common approach.
An important element o any perormance campaign
is the ability to instigate conversion tracking. This
process reports when a conversion event takes
place. It is possible or the media owner to track the
campaign, or employ a third-party tracking service.
This process is covered in more detail elsewhere
in this handbook. By implementing conversiontracking, the campaign can then be optimised.
OptimisationThis is an analytical process that takes place
when your display advertising runs over multiple sites.This is particularly true when taking advantage o
a mobile ad platorm or network. By monitoring the
conversion insight it is possible, through the use o
technology and data analyst intervention, to make
improvements to the campaign by ocusing parts
o the budget on the places that are delivering the
best results or example specic types o sites,
a time o day, etc.
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1.4Advertising on mobile
Ad FormatsWhether conducting advertising in-app, or
via mobile web, there are ve main types oadvertising opportunity to consider:
Standard Banners
There are a wide range o banner sizes available,
with some o the most common listed below:
480x60
728x90 Leaderboard or smartphone or tablet
320x50 MMA Global Ad Unit or smar tphone
320x53
300x250 MPU MMA Global Ad
Unit or smartphone or tablet
300x50 MMA Global Ad Unit or smartphone
216x36 MMA Global Ad Unit or eature phone
168x28 MMA Global Ad Unit or eature phone
120x20 MMA Global Ad Unit or eature phone
468x60 Banner or tablet
1024x768 iPad ull screen
All o these banners can be static or animated.
Rich Media
A sel-contained ad experience that can be tailored to
accommodate complex client goals. The consumer is
kept within their content experience and the advertising
content is all served directly within the ad unit. Includes
ull-page expandable ad units, games, mobile video
or other bespoke content. The wide range o post-click
destinations and customisable eatures - including
access to device unctionali ty such as accelerometer,
GPS, etc - provide advertisers with an opportunity toexpand upon the initial consumer conversation.
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Advertising on mobile1.4
Full-Page Interstitial
Oten ound in game apps between levels,
or in magazine-style content, between pages.
These can be static, or include video, social media
integration or other rich-media unctionality.
Mobile Video
Eciently extend digital and TV creative onto the mobile
platorm and give consumers a lean-orward experience
that starts a dialogue. Opportunities include video
interstitial, pre and post-roll, inline and click-to-video.
Sponsorship
Provides 100 percent share-o-voice within the
publishing channel chosen and oten includesthe opportunity to integrate advertising with
the content itsel. Campaign scale is limited
by the reach o the site or app chosen.
IAB Rising Stars FormatsThese are a suite o ve Rich Media ormats, designed
to propel brand creativity on mobile devices, at scale.
The placement o these ads is publisher dependent,
but as more publishers adopt these ormats it
should enable even greater creativity within brand
campaigns. Further details can be ound on the
IAB website (www.iab.net/risingstarsmobile).
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1.4Advertising on mobile
Future TrendsAs an ever-growing number o brands include
mobile within their marketing plans, the proportiono the overall budget will increase, to edge
closer to the time spent with the medium.
Brands who test a mobile campaign or the rst
time oten gravitate towards a perormance model
as this can easily be evaluated and the ROI calculated.
Increasingly however brands are realising the imperative
need to use mobile to engage consumers with
outstanding, rich-media creative. When beautiul ad-
ormats are created and social media tools integrated,
the innate desire to share is encouraged, allowing
bought media to also drive earned media value.
Sophisticated brand marketers with experience running
mobile campaigns understand that a reach gure or
mobile is not enough. Quality is o growing importance.
As a result, ever more intelligent methods will start
to appear to target brand audiences, using a wealth
o data available and the unique attributes o mobile
devices, to deliver the right message, to the right
consumer, in the right place, and at the right time.
Buying Points Ad Platorm/NetworkThere are a large number o mobile ad networks
operating within the UK, each with their own set o
competencies and it is impor tant to choose the one
that best ts your campaign objectives. Mobile ad
networks aggregate a large number o publisher
sites and apps together, to provide scale and reach
when conducting your advertising campaigns.
There are two distinct classications o ad
network Premium or Blind however a number
operate across both disciplines. A premium network
consists o a larger proportion o the premium
publisher inventory and portal sites, along with the
most well-known apps and long-tail developers. It is
possible to receive site lists or where your campaign
may run and target by a variety o variables. Whilst
these networks will run perormance campaigns,
they take a higher proportion o the brand spend.
Blind networks are oten the largest in terms
o number o impressions oered, however
it is not generally possible to have sight o
where your campaign runs and as a result
perormance campaigns are more common.
Buying Points Publisher DirectA smaller group o individual publisher sites,
oten with a prestige outside o mobile, or
example large media conglomerates, broadcasters
and major online portals. Inventory is usually sold by
a direct sales team, or by a single network under an
exclusive relationship. A larger percentage o brand
campaigns are bought directly as it can give the
advertiser particularly i they are new to mobile
the security to know exactly where their advertising
content will run. Scale and optimisation opportunitiesare limited as a result o the single-site buy.
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1.5A liate marketing
Mobile: the magic word o the decade. The rapid growth
in the use o smartphones and tablets, high-speedmobile telecommunications networks, and sophisticated
operating systems such as iOS and Android, are
transorming the way we research and buy goods.
But while the spotlight in recent years has been on
such things as mobile apps, mobile display and mobile
PPC, mobile aliate marketing seems to have been let
in the shadows.
Yet online aliate marketing, whether mobile or PC-
based, signicantly extends the reach and infuence o
advertising and marketing campaigns. It generates new
and highly qualied leads; underpins highly targeted
and tailored promotional campaigns; can be accurately
tracked, measured and analysed or business benet;
and helps to build brand reputation and awareness
through association with trusted, sometimes highly
infuential, third party websites. It does all o this in
a risk-ree CPA metric. In shor t, whats not to like?
With mobile commerce growing at an exponentialrate, estimated to account or 20% o all sales this
Christmas, there is an immediate opportunity or
those advertisers that embrace m-aliate early on.
Here I discuss the steps needed to be
taken by advertisers to do just this.
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1.5Advertising on mobile
A leader in perormance-based digital marketing/
technology, responsible or pioneering aliate
marketing across Europe and the rst to ully
integrate m-commerce, helping its clients
harness the potential o mobile marketing.
Dene your aliate objectivesWhat do you want your aliates to drive? Customers
that buy direct on mobile? Those that buy throughyour app? Footall in store? Tracking technology
can enable aliates to drive interested customers
straight to your m-commerce store or to download
and buy via your app. It also enables aliates to
motivate people to visit their high street shops with
a range o location-based mobile oers designed
to integrate seamlessly with in-store till systems.
O course, or any o the options to be truly successul,
its important or an organisation to understand
clearly which one (or more) they most want to push,
and to build their mobile aliate strategy aroundthat. Your aliate network should be able to work
with you to deliver this pre-dened strategy.
Each o these routes can be accommodated through
the same advertiser/aliate perormance-based
reward system as traditional online aliate marketing:
its simply a case o dierent metrics, measured and
analysed using the networks tracking technology.
Get aliate tracking on yourmobile siteIncorporating tracking on to your mobile site is
paramount to taking advantage o the aliate channel.
Contrary to a common misconception, m-commerce
tracking is extremely simple to incorporate as it is
identical to standard aliate tracking and your network
will be able to support you in implementing this on your
m-commerce site.
Once the tracking is live you can airly and accurately
reward your aliates or the trac that they send you,
as well as start planning sales-generating activity
with them to drive incremental value through yourm-commerce site. Those clients that can integrate
tracking can steal a march on competitors that are slow
to take advantage o the value that m-aliate oers.
by Neil Ranatunga
Head o Mobile UK & Ireland, Tradedoubler
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Advertising on mobile1.5
Clean up the user journeyCustomers who reach your mobile site or app via an
aliate are generally closer to the point o purchasethan those coming in rom general mobile display
campaigns.
Advertisers can help to harness this opportunity
by making sure the purchase process is designed to
maximise conversion. Interstitial pages encouraging
users to download an app rather than continue to
purchase via the m-commerce site, and sites that
dont allow customers to deep link to specic pages,
but rather redirect to a mobile homepage will
negatively aect your aliates conversion rates.
Those advertisers that work with their aliate networkto optimise the journey will quickly become preerred
partners o the major aliates as well as increase the
conversion rate and thus sales o their aliate trac.
Develop communication channelsinternally and externallyMany advertisers have separate mobile and
aliate teams. Aliate marketing, more than any other
marketing channel, is centred round relationships and
as such, eective communication is pivotal. This extendsboth internally between those that determine mobile
strategy and the aliate managers, and between
mobile managers and the aliate network. Establishing
a good dialogue will allow you to maximise the ability o
your aliate team and network to grow your m-aliate
programme.
Advertisers can help to
harness this opportunity bymaking sure the purchase
process is designed to
maximise conversion
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1.5Advertising on mobile
Learn, test and utilise expertiseAliates have established themselves in the mobile
arena or several years now and centre round the cashback, voucher codes, price comparison and content
business models. Although ubiquitous in e-commerce,
these aliates can work very dierently in the mobile
space and its important to understand these dierences
and incorporate them into your promotional planning
process to ensure that you optimise your m-aliate
programme. Dont be araid to try new ideas or
approaches, learn rom your initial successes and
challenges in the m-aliate space and lean on the
expertise that your network and aliates can oer you.
Talk to your networks head o mobile or equivalent tohelp advise you rom the star t alongside your account
manager to get the most rom your network. Start
planning m-aliate activity in conjunction with your
e-commerce plans and bring mobile into your strategic
planning to allow the channel to work most eectively.
Many leading brands have already grasped all this.
For those ollowing in their ootsteps, it is time or mobile
aliate marketing to take its rightul place at the top
table o mobile marketing strategy. You have nothing
to lose but sales.
For those ollowing in their
ootsteps, it is time or mobilealiate marketing to take its
rightul place at the top table
o mobile marketing strategy
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1.6Mobile targeting
As consumers, we are always on-the-go and
rushing rom one place to the next all the while usingour smartphones and tablets to read and send emails,
catch up on breaking news, research fights and hotels,
listen to music, watch TV and videos, and so much more.
Because o this rushed mentali ty, consumers tend to
juggle multiple tasks at one time, are easily distracted
and want instant gratication. Geo-location targeting
allows brands to deliver their brands location-specic
message to users, wherever they happen to be. Be
it a mobile coupon or streaming video, geo-location
creates customer loyalty and a hook or purchases,
both online and ofine. For example, a ast ood
chain looking to grow its sales in a particular region
can target mobile users with a buy one, get one
ree coupon at locations in that area. Similar to other
mediums (e.g. online, TV and radio), brands can
segment their mobile ads by time o day. For example,
a ast ood restaurant like McDonalds could easily
leverage the benets o day-parting or meal time
periods to generate brand awareness and deliverrelevant oers. Whats important to understand here
is that brands must look at the nature o how their
consumer buys, layer that in with how they use their
mobile device and time their executions accordingly.
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1.6Advertising on mobile
In addition, user context should be a key actor in
a brands mobile strategy. And its been seen that
contextually relevant mobile ads, when executed
well, can outperorm online display ads. So whatsthe reason or these increased click-through rates?
By placing a mobile ad within relevant content
on a mobile website or application, the ad then
becomes more engaging to users. That s a win-
win or both users and brands/publishers.
Mobile devices are everywhere. Kids, adults
and businesses alike are using these connected
devices to make their lives easier, more productive
and entertaining. As we prepare or the launch o
Apples newest iPhone (or iPhone 5, as some are
calling it), its important to understand the plethorao mobile devices being used by consumers.
Whether its one o the many iterations o the
iPhone, the myriad o Android-powered devices
or the latest range o tablets what seem
like are launched daily, each mobile device
attracts dierent types o demographics.
One o the biggest advantages o mobile as an
advertising medium is the eatures available on
smartphones and tablets, such as accelerometers,
cameras, longitude/latitude, GPS, payments, group
messaging (BBM/iMessage) and screen capture.Many o these device eatures have been used in
a rich media mobile advertisement by brands to give
the user an interactive and engaging experience.
All o these mobile targeting parameters point to the ar
reach and scope o advertising that can be achieved on
the small screen. Mobile is everywhere we look; its our
rst point o connection and engagement with brands
and media content. Understanding the capabilities o
these devices will prove invaluable to brands looking
to achieve key metrics, such as increased trac,
conversions, video plays, social infuence and sales.
Mobile is everywhere
we look; its our rstpoint o connection and
engagement with brands
and media content
by Amy Vale, VP,
Global Research & Strategic Communications, Mojiva Inc.
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1.7
Location-basedadvertising
Location-based advertising has been around or a long
time. Thousands o years ago Egyptians used stone obelisksto communicate local laws and treaties. In the 1930s
merchants painted signs on walls to notiy locals that their
establishment sold horse blankets and rheumatism pills.
The products, ormat and delivery method has altered
slightly since then but the concept remains. Similar people
with similar interests reside in similar places at similar times.Take a look at a ootball an; they can usual ly be
ound in pubs, or around the UKs ootball grounds
during match times. Comparatively, i one wished to
target an AB1 audience, we might expect to nd them
in an airport business lounge or ve star hotel. In short,
we can assume a great deal about an individual rom
their location.
When Blis was ounded back in 2004 we specialised
in proximity marketing. One o our key platorms was
Bluetooth. The potential to target consumers walking
past a retailers store was hugely exciting but the reality
was less so. The data transer was slow, and compared
with todays Rich Media engaging ads the content
was not particularly inspiring allowing only images or
low quality video. With neither iPhone nor Blackberry
accepting these messages it quickly became apparent
that advances in technology were needed.
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1.7Advertising on mobile
The rise o the smartphone, and with it the number o
people who are accessing the web on the move, has
created more opportunity to engage with consumers
using relevant content. Location and demographicinormation about a target audience can be reinorced
with data provided by the users themselves through
social networking and opt-in services. The result is a
level o audience visibility previously never envisaged.
The real challenge, thereore, lies not in the collection
o this marketable data but in the development
o the method that utilises it most eectively.
With the advent o Real-Time Bidding (RTB), we can
now gain access to rich, real-time user inormation
on a single ad-impression basis. The implication o
this is that the exact location o a user at a uniquemoment can be pinpointed rom data contained
within the bid request. A prole or the user can
be built allowing uniquely targeted adverts to be
served, signicantly impacting redemption behaviour
and click-through rates (CTR). The result is a more
engaging campaign and higher value conversion
as a larger percentage o clicks lead to valuable
actions. A less targeted campaign may see a similar
CTR but ewer clicks lead to the desired outcome.
Internet Service Providers (ISPs) hold huge volumes
o data on their users; they own the browsingsession and oten user inormation as well due to
account subscription. I incentivised to do so they
can manipulate the trac in a way that allows the
decoding o a bid request to identiy user location,
as well as being able to pass user demographics
in the milliseconds beore the ad is served. Forward
thinking marketers are already partnering with
ISPs to take advantage o this. For the ISPs this is a
complete game changer, this new approach opens
the door to an entirely new revenue stream.
BlisMedia oer advertisers the most targeted solution
or mobile. The Innity+ RTB platorm uses a range o
unique data sources to accurately reach audiences.
by Greg Isbister
CEO, Blis Media
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1.7 Advertising on mobile
Blis recently ran a test campaign to collect volume
inormation or a well-known smartphone manuacturer.
The rst ew days were run o network using a single
creative; the perormance was acceptable but notspectacular. Blis advised the client that by ocusing
the campaign and tailoring the creative to specic
locations they would signicantly improve CTR.
Blis optimised the campaign by targeting relevant
locations with bespoke time-targeted creative.
Graph showing eect o
optimisation on campaign CTR
The uture or location advertising is incredibly
exciting. With available bandwidth and device
capability advancing rapidly along with progression
in Near Field Communication (NFC), were only just
beginning to witness the potential with this ormat.
The ability to run a location based display and search
campaign, driving to retailers and tracking through
to NFC purchase doesnt seem too ar away. Lookingurther ahead, technologies, such as Googles Project
Glass, will augment relevant oers into physical spaces.
Those o us that are involved in shaping this uture
have a responsibility to ensure the technology is used
to benet both consumer and brand. Were now at
a stage where we can identi y who you are, where
you are and what interests you might have. The
result o this should be more relevant ads allowing
consumers to make inormed purchasing decisions and
enabling brands to spend budgets more eciently.
Date in September
CTR%
1
0.8
0.6
0.4
0.2
0
Time period o optimisation via location
01 02 03 04 05 06 07 08 09 10 11 12
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1.8Real-Time Advertising
What is Real-Time Advertising? Real-Time Advertising (RTA)
is a means o buying and selling mobile inventory via aully automated, instantaneous auction. By treating every
ad impression as a unique, biddable entity and not as a
bulk sale, and by automating a large part o the trading
process, RTA ensures greater control and transparency
or buyers, and the best possible price or sellers.
The non-RTA approachThe best way to understand RTA is by understanding
what happens in non-RTA scenarios. Publishers
with inventory to sell currently have several
choices. They can enter into direct selling and
tenancy or sponsorship arrangements, or, or
the large majority o remnant inventory or non-
premium sites, they can plug into ad networks.
At this point, they typically employ ad routers which
allocate ad requests between buyers on the basis o
platorm or geography. These usually daisy chain
requests, whereby an ad request not lled by network
A is sent to network B, and so on. This addresses the l l
rate, but it doesnt necessarily provide the best price.
Enter yield optimisation platorms. These address
the value issue through historical data, to decide
which buyer is most likely to provide the best price
based on attributes such as device type and users
country. But yield optimisation is not the last word,
because each platorm needs to be integrated with
many ad networks on a case-by-case basis, creating
complexity. Yield optimisation is not in real time.
So, how to address these issues? How to maintain
ll rates, enable the best pricing or buyers and
sellers, and do this all in real-time on platorms
that do not need bespoke resources?
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1.8Advertising on mobile
Adonic is the smarter buying platorm or
mobile. We oer advertisers and agencies
access to the broadest range o mobile inventory
sources through a single buying point.
RTA: rom queues to crowdsThe answer is RTA. Here, instead o the daisy-
chain queue, its an all-comers auction. Each adrequest is shown to all interested buying partners
in an instantaneous auction model. Partners have
a split second to decide whether they can serve
against the request, and i so how much they are
willing to pay or it. I the criteria are met, they
place a bid. Whoever bids the highest, wins.
The whole process takes less than 100 milliseconds,
and, with several thousand ad requests per
second coming through across many exchanges,
all participants, whether auctioneers (sales-side
platorms) or bidders (buy-side platorms or adnetworks), must have technology that handles this
trac in a timely, reliable and robust manner.
Although not integral to RTA, the second-price
auction model is common in RTA systems. In this,
buyers submit bids without knowing what others
have bid. The highest pr ice wins, but only pays
the second-highest bid. This is an eective pricing
model, as it encourages buyers to state what they
believe to be the value o an impression, rather than
bidding against each other and applying upward
or downward pressure. Possibly the most amousexample o a second-price auction model is eBay.
by Paul Childs
CMO and co-ounder, Adonic
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1.8 Advertising on mobile
Buyers love RTAThe major benet o RTA or buyers is access. Demand-
side ad platorms powered by ast algorithms canbid against the whole o the RTA-enabled market.
Sophisticated sel-service campaign management and
inventory buying systems become single buying points,
oering reach across billions o ad requests per month.
Another huge benet is targeting. Most xed-price
campaigns are matched to criteria such as device
type or platorm, mobile operator and territory, plus
some publisher inormation such as vertical or channel.
But with RTA there is an opportunity to bring in much
more demographic and behavioural data, and ocus
on audiences that may be more likely to convert basedon current data or past behaviour (called retargeting).
This is achieved by combining rst-party data that
is, the inormation supplied by advertisers with
second-party data that the buyers own, complemented
with third-party data bought in. This combination
provides an incredibly dense, rich audience prole.
I there is a second-price auction, buyers also get
more control by setting the price they are will ing to pay.
They dont need to negotiate prices any more, or raise
or lower prices to try and get a steal on their competitors.
The process really is about air bid pr ices that aredetermined by the collective intuition o the marketplace.
There are other benets too. RTA gives buyers more
transparency, in that they can choose exactly which
exchanges and publishers they want to deal with.
The process, as its name suggests, occurs in real time,
so prices are current and consistent across all inventory.
And simply automating a large part o the buy/sell
process makes it all much more ecient and eective.
The major benet o RTA or
buyers is access. Inventorybuying systems become
single buying points, oering
reach across billions o
ad requests per month
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1.8Advertising on mobile
Sellers love RTAFor sellers, RTA is quite a simple proposition: they
know that theyre getting the best possible priceor each and every ad impression, because the
marketplace has established the right level.
The dynamics really are like an auction (again,
like eBay). More bidders bring more credibility as they
make an ad impression more likely to be sold and create
a more realistic market or impression-level bidding.
Mobile challengesAs technology has enabled RTA, it is establishing
a oothold in online display advertising which,
compared to mobile, is a relatively simple, uniorm
environment with a limited number o browsers and
platorms, tied together via cookie technology.
Whats holding back mobile RTA is ragmentation
o many operating systems and devices, which
simply do not have the cookie technology available
to tie this all together. For example, iOS app trac,
which accounts or a signicant amount o mobile
advertising, does not use cookies. The only other
way to establish a users identity is via device IDs,
and that raises a whole ra t o security concerns.
The FutureMobile needs to address its challenges i RTA is to
become successul. It needs a scalable way o trackingusers that does not impinge on their privacy, and
that works across multiple devices and platorms.
But mobile is stil l young, and mobile RTA is still
very much work in progress. As RTA has continued
to establish itsel in the online world, the lessons
learned will be applied to mobile when these
barriers are overcome. The potential is large enough
to act as a spur: sellers relish the opportunity
to maximise the value o their inventory, while
buyers likewise cherish the ability to extend their
reach, improve eciency and gain control.
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1.9Mobile messaging
Mobile messaging can complement traditional
media by driving customers through their purchaseliecycle. A multi-channel approach to mobile
communication can help brands achieve their
business goals and maximize eectiveness.
Mobile messaging channels include:
SMS (Short Messaging Service) is the most
immediate and ubiquitous means o mobile
communication today. It has a technical limitationo 160 characters o text but is accessible to nearly
everyone on the planet. Many businesses already
use SMS to engage with consumers. SMS allows
brands to deliver one and two-way communication
and even though it doesnt enable the same multi-
media creativity o other messaging types, it will
remain the predominant messaging type or years
to come as brands creatively exploit its unmatched
ubiquity, reach and proven reliability.
Research by Ocom shows that almost 94% o
SMS messages are read within ve minutes obeing received, which makes its eectiveness
and reach or certain campaigns unequalled
compared to other messaging types.
MMS (Multimedia Message Service) today enables
up to 400Kb o rich media such as pictures, audio,
or video to be delivered to MMS-capable phones.
Examples o MMS include: branded advertisements,
mobile coupons, interactive surveys, music videos,
sports highl ights and display ads. However, not
all phones are MMS-capable, which limits the
addressable market. Eective display o an MMSmay also require the sender to know the recipients
handset type. Companies like Virgin Media have
shown click-through rates greater than 80% when
deploying MMS campaigns appropriately.
Push Notications are sent directly to a mobile app
on a smartphone. Assuming a brand has an app,
the customer has installed it and opted-in to receivePush Notications, brands can then send product
updates, coupons, brand awareness promotions,
or any other messages. Despite its many technical
pre-requisites, Push allows or cost-eective ongoing
consumer engagement with the brand as well as
allowing better ROI on the investment in the app.
E-mail has been a popular orm o mobile
messaging in the business community ever
since BlackBerry created the mobile e-mail
market. With smartphone penetration increasing,
an increasing amount o e-mail campaignsare optimised or mobile screens. However,
mobile e-mail still lags behind SMS in terms o
eectiveness due to the dierences in consumer
attitudes towards SMS (short bursts o useul,
important inormation) versus e-mail (longer,
less intrusive and less important inormation).
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1.9Advertising on mobile
by Open Market
Key questions marketers should ask
BEFORE using mobile messaging:
Having understood the dierent the types
o mobile messaging, marketers must ask
themselves important questions when
considering a mobile messaging campaign.
Why am I choosing to senda mobile message?Does the brand want to drive a specic purchase
action, build or nurture a relationship, provide some
one-o or ongoing inormation/conrmation? Be sure
the use o technology is relevant to the commercial
objective o the brand and isnt just a vain scienceexperiment or an attempt to keep up with a competitor.
Why is the end user receivingthe message on their mobile?The brand may have decided to send
a mobile message but that doesnt mean
the end user wants to receive it. Be sure to:
Get the opt-in o the consumer either through
explicit action (such as texting to a shortcode
or clicking a check box) or unambiguously
implied (e.g. people submitting phone numbers
on inormation orms). Remember: unwanted
messages endanger your brand and risk your
relationship with consumers. Thereore resist
the temptation to buy large-scale mobile lists.
Conrm that mobile is relevant to the brands
relationship with the end user. The brand must
understand its dierent market segments and
target the mobile audience accordingly.
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1.9 Advertising on mobile
Can the end user receivethe message?The agency may have the latest smartphone
with unlimited data plans and installed
applications but that doesnt mean the end
users do as well. Be sure to choose the right
message type or the intended audience.
What happens once themessage is sent? Mobile messaging is immediate, so i your end
user is engaged by the message the brand must
have eective processes set up to handle the usersresponse. What happens i they do press reply?
Dierent messaging types are better
deployed or dierent times in the customer
lie cycle. Plan to evolve your messaging
strategy as your campaign matures and the
relationship with the end-user develops.
I the brand wants to encourage interaction,
they must be committed to ongoing dialogue
and publicise mobile messaging paths in
other ongoing existing communications.
How am I going to sendthe messages?Developing in-house capabilities, using a digital
agency or a messaging aggregator are all options.
The marketer needs to choose what is most
eective and reliable or them and their needs/
capabilities. I youre going to an external provider,
consider a partner that understands the importance
o the brand and can provide technical reliabi lity,
scalability and evolution or today and the uture.
Have I planned mybudget properly?Like other messaging types, mobile is rarely
eective without proper investment. In addition:
Both SMS and MMS typically at tract a per-
message ee. As a result the brand has to
accept that budgets are unlikely to be xed.
As with postal messaging, mobile messaging
typically has a transit cost. Unit prices typically
refect quality o service. A second class stamp can
arrive promptly, but i you want a rst class service
then expect to pay extra or a rst class stamp.
Final wordMobile is by denition ever-changing. To best
exploit mobile, brands have to embrace a long
term investment in the channel and expect to
evolve with their customers and the mobile
technologies that they choose to use. Using
mobile messaging to persuade a consumer to
invite your brand into their lie via their phone is
a delicate situation that requires careul thought
and consideration. Do it badly, and you seriously
damage your brand and your relationship withexisting and prospective customers alike. But do it
well, and you can establish a valuable and productive
understanding with consumers that delivers
unparalleled and ongoing success or your brand.
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Chapter Name
39
0.0
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1.10Tablets
Over the past two years, the tablet market has
exploded with IDC predicting over a 100m sales,globally, this year. By 2016 this is projected to be 375m1
The Communication Market Report rom Ocom identied
that 11% o UK households already own a tablet device.
I we look at cumulative sales o the iPad recorded
seven quarters ater launch and compare this with the
iPhone, the results are staggering. Over this period
the iPhone had recorded cumulative sales o approx.
17m. Over the equivalent period ater launch o the
iPad, Apple had recorded almost 60m unit sales2
As new devices are activated each day and consumer
usage increases we are now also seeing the rise o
tablets in business. In a recent study o business leaders,
65% strongly agreed/agreed that they wil l be using
their tablet device more so than their desktop computer,
in uture3. This is a signicant shit and underlines the
ease o use that always on tablet devices oer.
iPad growth rate is phenomenal
Cumulativetotalunits
sold
(thousands)
Quarters ater launch
60000
45000
30000
15000
0
1 2 3 4 5 6 7
iPad
iPhone
iPod
Source: Asymco
1 Forrester Research
2 Asymco
3 Forbes Untethered Executive Report
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1.10Advertising on mobile
The Financial Times, one o the worlds leading business
news organisations, is recognised internationally or
its authority, integrity and accuracy. Providing essential
news, comment, data and analysis or the global
business community, the FT has a combined paid pr intand digital circulation o 600,000 (Deloitte assured,
April 2012) and a combined print and online average
daily readership o 2.2 million people worldwide (PwC
assured, November 2011). FT.com has over 4.5 million
registered users and 285,475 paying digital subscribers.
The newspaper, printed at 22 print sites across the
globe, has a daily circulation o 297,225 (ABC gures
June 2012).
Many publishers are claiming signicant revenues
being generated rom tablets, via subscription sales &
advertising, and its clear to see why. Those o us that
own tablets are nding new ways to use them all o thetime. Whether its doing the weekly shop, reading the
latest news, catching up on that TV show and so on,
were all turning to our tablets to aid us in our daily lives.
It is said by some that the tablet is essentially a media
consumption device. Its hard to argue with this although
its important to note that using a tablet to make a retail
purchase is, according to another recent IAB study,
the task that those surveyed most used the device or.
Reading news content came a very close second
within 1%, in act.
by Financial Times
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1.10 Advertising on mobile
Its been interesting to see how content providers
have tackled this, still very new opportunity and
also the evolution o the advertising opportunities.
From static, hard coded ads, initially, to rich mediaexecutions that is now becoming more prominent.
Interaction and CTR rates remain higher than
the equivalent campaigns running on desktop
websites. The novelty actor, that many thought
might have explained this in 2010-11 does not
appear to be wearing o.
A recent IAB study showed that 47% o tablet owners
interact with ads every week4. This study reports
that the vast majority o these people were likely
to take some action. Studies like this indicate that
the tablet is a great platorm or advertising and
the engagement, interaction and CTRs weve been
seeing over these past two years underline this.
Tablet apps, native or web/HTML5, provide a great
environment or the types o brands that have hitherto
not taken to digital advertising in a big way e.g.
luxury brands. Content providers are tapping into this
and are striving to create new ways o making sure
their proposition is the right t or these brands.
Exclusive research conducted by the FT to agencies
and clients around the globe enorces this by ndinga clear enthusiasm or tablets, with respondents
anticipating a greater proportion o marketing
budget to be allocated. Advertisers are highly
encouraged by the improved creative executions
and the ability or improved engagement.
4 IAB Mobile Marketing Center o Excellence released
Mobiles Role in the Consumers Media Da y,
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1.10Advertising on mobile
Content providers need to ocus on detailed
campaign reporting and make this available
to advertisers yet this is not a given.
Basic level inormation like the number o ads
served and tapped on is oten not oered to
advertisers. This needs to change, and ast.
In the case o the FT, we have developed a proprietary
reporting system, Deep View that enables us to
report back to advertisers on who has been viewing
and responding to their ads. With our own audience
registration data and also third party licensed
data (Cameo and Dunn & Bradstreet), advertisers
have access to extensive reporting on who has
been exposed to their campaign, including users
position in company, their area o responsibili ty,
their industry sector and much more alongside what
perhaps should be the standard ad impressions
delivered and number o clicks recorded.
It is important to provide marketers with insight
into how their campaigns are perorming, not only
or evaluation purposes but also crucially during
their campaign, allowing us to take a proactive
approach to all our account management. This is
what Deep View reporting enables us to do.
As the market becomes more mature, marketers willdemand more inormation and transparency in order
to make the best possible decision on what tablet
opportunities are best or them and their brands.
Those that hold data and utilise it well will benet
by seeing more investment rom advertisers.
These are exciting times. Long live the tablet!
As the market becomes
more mature, marketers willdemand more inormation
and transparency in order
to make the best possible
decision on what tablet
opportunities are best or
them and their brands.
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1.11Mobile creativity
We believe there are our key elements to great mobile
creativity; truth, selectivity, responsiveness and experience.
Responsiveness
Experience Selectivity
Truth
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1.11Advertising on mobile
How to do breakthrough mobile creativity
by Stean Bardega, Managing partner, MediaCom
1. Build your mobile ideaaround a Real World TruthHow do you build an amazing creative idea or mobile?
Well the rst point to make is that mobile might well
be the answer but it should never be the question.
The start point should always be the audience not
the platorm. Once you understand your audience
you can develop your view on the role o mobile
as a platorm and build the idea rom there. This
understanding o the audience should lead to a human
or category truth: we call these Real World Truths.
A good example o how a real world truth can
lead to cutting edge piece o mobile creativity is
the Backseat Dr iver game rom Toyotas Toy division.
This game arose rom the real world truth that kids
have a bit o a love hate relationship with cars: they
love pretending to drive them but hate it i they are
orced to be a passenger inside one or too long.
So Toyota developed a game that enabled kids to drive
the car in a virtual world (that precisely replicated the
real world their ather or mother was driving through)
by deploying GPS tracking. Turning was made possible
by the gyroscope and the driving was gamied by
adding points or good steering. All o this smart use
o mobile technology was made relevant by that singlereal world truth which is why creatively it stands out.
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1.11 Advertising on mobile
2. Be selective about whichmobile technologies to useBackseat Driver is a great example o a native mobile
application being deployed creatively. Indeed to have
that level o interaction and access to phones hardware
would have certainly required a native application to
be built. However creativity in mobile is not just about
apps anymore. Inact rich creative experiences also
increasingly involve newer emerging mobile disciplines
or technologies such as NFC (Near Field Communication)
or HTML5. The mobile web language o choice (HTML5)
is one o the astest growing creative platorms or
brands and oers a rich creative experience (with
most o the unctionality and interactivity you wouldexpect rom an app) but powered by the web rather
than native programming code. The HTML5 approach
has 3 major benets over apps; rstly you build once
or all platorms rather than individual builds or
each, secondly you can update changes instantly
rather than waiting or the user to update their app
and thirdly it is generally signicantly cheaper.
The above example or the movie American Pie the
Reunion was developed using HTML5 and enabled
the user to add a calendar entry or the opening
weekend o the movie, view the trai ler, connect to theFacebook page plus take a photo o themselves with
the cast. All rom within a mobile ad on a browser.
So i you are trying to create a branded experience think
careully beore building an app; make sure you select
the right combination o technologies and disciplines
to match both your audience, idea and objectives.
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1.11Advertising on mobile
3. Build responsivecreativity through dataMobile creativity is increasingly about being responsive.
Responsive not only to the user interaction but also
to the user environment. This is made possible by the
new types o data points made available on mobile
devices such as location, speed being travelled,
or direction acing. These new data points should
be considered part o the creative opportunity.
In this example rom Sky the content in the mobile
rich media execution is dynamically generated
based on the users location data, with several
thousand location-specic creative variations
generated in real t ime and on the fy. This enables
Sky to eed into the ad creative how ar away
the nearest Sky WiFi hotspot is and then open
up a map populated with the nearest hotspots
once the user taps on the creative.
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1.11 Advertising on mobile
4. Turn social experiences intomobile/social experiencesOur nal area o creative opportunity lies at the
intersection o social experiences, content and mobile.
Smartphones are being crammed ull o new gizmos
every day many o which enable us to create and share
content. That content may be similar in orm to desktop
(videos, blogs, photos) but the big dierence is we carry
our phones around with us all the time, which means
that every moment has become a content production
and sharing opportunity no matter where we are, who
we are with, or what time o day it is. This presents a
new creative opportunity particularly at events both
large and small. This untapped opportunity is toenhance an event experience by integrating mobile
deeply into its abric not just rom an operational
perspective e.g. ticketing and maps but rom a content
curation perspective too: check-ins, photos walls, video
perspectives; all connected socially and geographically.
Services like Clinch are starting to explore this; enabling
event attendees to mix videos and photos with others
around their location (using smartphone GPS) to create
a collaborative multi-media view o the experience.
Imagine the opening ceremony o the Olympic games
lmed by even 10% o the attendees and you start to getan idea where this might go, with event sponsors and
advertisers able to generate vast amounts o mobile
content and earned media rom real world activities.
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Chapter Name
49
0.0
49
0.0Chapter Name
With madPlus Trading, youll have direct access
to madPlus, the new technology platform from
madvertise. Plan, book & manage your mobile
campaigns independently!
adPlus
MOBILE ADVERTISING MADE SIMPLE!We at madvertise love everything related to mobile websites and apps. Years of experience
have made us the specialist we are today. Our commitment to you goes beyond pure
campaign planning. You can rely on us for excellent advice, sustainable quality assurance
and speedy response times. madvertise stands for mobile audience targeting and is one
of the leading mobile advertising players in Europe. At madvertise, we epitomise what a
mobile advertising should be all about - optimal results and success for our customers.
www.madvertise.com
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Measuring mobile
2
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2.1 Tracking
2.2 Ad serving
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2.1Tracking
Tracking mobile advertising has traditionally been
a challenge however there are now many tools in the marketthat allow a brand or agency to see exactly which part o
their mobile advertising is perorming most eectively.
Just l ike the desktop internet a buyer can track rom
an impression right through to a conversion on a mobile
site or mobile application. Its important to note however
that mobile advertising is still maturing and so merely
transplanting existing desktop tracking technologies on
to mobile is unlikely to yield positive results. Below are
some areas to consider when deploying campaigns.
Tracking media spendStandard and Rich Media Display
Like its desktop cousin it is possible to track rom an
impression or a click when running mobile display
media. Media owners in most instances will provide
impression and click data via their proprietary systems.
Multiple ad-groups can be created and so a buyer can
see which areas (across an ad-network) are perorming
best. Third-party tracking companies can also oerimpression and click tracking however discrepancies
can occur due to the unique nature o mobile devices
and interrupted connectivity. Mobile specialist vendors
are available however and these solutions tend to oer
more eatures and granularity than desktop solutions.
SMS and QR
SMS campaigns should only be approached with clean,
clearly opted-in databases. In the majority o cases
tracking will be provided by the vendor that is sending
out the messages on your behal. SMS can be tracked
and reported on by date and time sent and number oopens. I a click tracking URL is included within an SMS
then these clicks rom the message can also be tracked.
Tracking QR codes can be complex many dierent
QR code readers oer tracking which records the
number o scans a QR code has received. They may not
necessarily tel l you how many consumers went through
to the mobile site however. It is much better to use a
third party vendor and create the QR code rom their
re-direct URLs. This means that regardless o which QR
code reader is being used by consumers you will be able
to track the resulting clicks and thereore engagements.
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2.1Measuring mobile
53
Tracking on mobile
by David Fieldhouse, Director Mobile Future Group
Tracking mobile conversionsMobile internet sites
Mobile internet site conversions tend to be more
dicult to track than on desktop (this is certainly true
rom impression right through to sale). Cookies on their
own are not an eective method to track conversions (or
clicks) on mobile and so a variety o other technologies
(device recognition etc) are required to be accurate.
Mobile specic container tags can be deployed across
mobile internet sites to track landings, page views
and conversions. It is possible to track sales value
via mobile pixels however its recommended to use
mobile specic technologies or this type o tracking.
Mobile applicationsThe majority o brands with apps are now spending
money on mobile marketing to promote their app.Traditionally it has been impossible to track the source
o your downloads and then to look more deeply
into which media sources have delivered an in-app
conversion such as sale, registration etc. This is now
possible via bespoke tools oered by specialist third
party vendors. While mobile internet sites can utilize
container tags and pixels all mobile app tracking
will require an SDK (sotware development kit) to
be hardcoded within the mobile app. Campaigns
can be tracked rom click, to download, to user and
then to sale. All these metrics can be viewed by
country, network and creative which allows detailedinormation to be gleaned regarding your app users
and also where those engaged users can be ound.
I you are using a third party tracking tool to measure
app campaigns and downloads you should ensure
the companies involved are privacy compliant and
handle consumer data in the correct manner.
NumberofDownloads&Users
NumberofSignups
14000
12000
10000
8000
6000
4000
2000
0
8000
7000
6000
5000
4000
3000
2000
Sep Oct
25 28 01 04 07 10 13 16 19 22 25
Downloads
Users
Signups
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2.2Ad serving
Consumer demand or mobile devices is driving
exponential growth and creating unique opportunitiesor brands to engage with consumers in innovative ways.
Sophisticated mobile technology allows brands
to deliver highly interactive, location sensitive and
personalised ads to consumers. However the
number o dierent mobile devices also mean there
are big variations in device capabilities that impact
on how ads are delivered to mobile devices.
To engage with consumers on the move, ad
delivery on mobile needs to be simple and ecient.Ater all, i consumers experience o mobile ads is
poor, either because ads are badly targeted or due
to technical problems, it is potentially damaging both
or the advertiser and or mobile as an ad medium.
The rst step in getting to grips with ad
serving on mobile is to be clear about how
it diers rom ad serving online.
The challenges oad serving on mobileAd serving on mobile is complex. Whats more
because advertising on mobile is much less mature
than advertising online, it has attracted a large number
o technology providers oering niche solutions. This
has led to a high level o ragmentation in the marketwhich prevents ecient and simple delivery o mobile
campaigns. So how can we simpliy mobile advertising
in general and mobile ad serving in particular?
One option is to recongure online ad serving
solutions or mobile. However as the table shows,
there are a number o dierences between online
and mobile ad serving. Most online ad servers are
not designed to deal with the level o complexity
inherent in mobile ad delivery. Ad servers that have
been specically designed or mobile ad serving are
best suited to delivering mobile ad campaigns.
Another solution is the rise o single mobile advertising
platorms which remove the complexities o advertising
on mobile. Providers o integrated solutions simpliy the
process o campaign delivery and are able to deliver
better results because o the data driven real-time
optimization that is possible in integrated systems.
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2.2Measuring mobile
AdMaxim is an integrated mobile advertising solution
which enables brands to reach consumers on the move
anywhere, using precision targeting and real-time
optimisation technology. Simply, we deliver the right
message, to the right individual, at the right time.
Looking aheadDespite its complexity, advertising on mobile has
huge potential. The growth in smartphones withthe capability to carry high quality rich media (RM)
means that RM is now an option or advertisers
wanting to run mobile ads that are not only creatively
immersive but which also outperorm static ads. Major
brands are increasingly able to deliver large scale,
creatively engaging media rich mobile campaigns.
Whats more the mobile sector has launched a number
o initiatives aimed at developing universal solutions or
RM ads. The standardization o RM ormats on mobile
web and apps will enable brands to eciently create,
deliver and optimize highly engaging ad experiences.
For more detailed inormation on mobile data &
analytics, please reer to IAB Mobile Data and Analytics
Whitepap