MMA - Christine Van Dillen
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Profiling advertising: is it worth the money and the risk? and the risk? 1
Transcript of MMA - Christine Van Dillen
Profiling advertising: is it worth the money and the risk?and the risk?
1
Value of Profiling
• Value of the Mobile Marketing Market
• How Marketers want to use location
• What are they willing to pay for it
• What are examples?
Mitigating the Risks of Profiling
• Rule # 1: Respecting the Consumer
• Positive Consumer Experience using the “6 C’s”
What is the Value?
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Source: MMA 2009Source: MMA 2009
What is the opportunity for growth?
Source: MMA 2009
What is the opportunity for growth?
Why do Marketers invest in Mobile?
Delivering the right MESSAGE:
• To the right PERSON
• At the right TIME
• In the right PLACE
Mobile marketing campaigns(mean number of campaigns among respondents with at
least one campaign involving mobile marketing in the last year)
Mobile marketing campaigns(mean number of campaigns among respondents with at
least one campaign involving mobile marketing in the last year)
Where are Marketers currently spending money?
Source: MMA 2009
Benefits to the Advertiser
• Collection of demographic information
• Campaign targeting
Do marketers care about Location?
• Local Search
• Point-of-Sale Marketing
What are marketers willing to pay?
Demographic information $- More accuracy than other mediums
Campaign targeting $$- More accuracy than other mediums- Location can lead to info on: Weather, Speed, etc. - Location can lead to info on: Weather, Speed, etc. - Predictive targeting
Local Search $$$- Likely to drive consumers to store
Point-of-Sale Marketing $$$$- High value consumers
Mitigating the Risks
Respect the Consumer
Benefits to the Consumer
• Offsets the price of the valuable
services
• More targeted advertising = fewer,
Mitigating the Risks
• More targeted advertising = fewer,
more relevant advertisements
Choice
How the 6 C’s apply to Location Based Advertising
Choice
Control
How the 6 C’s apply to Location Based Advertising
Choice
Control
How the 6 C’s apply to Location Based Advertising
Customization
Choice
Control
How the 6 C’s apply to Location Based Advertising
Customization
Consideration
Choice
Control
How the 6 C’s apply to Location Based Advertising
Customization
Consideration
Constraint
Choice
Control
Confidentiality
How the 6 C’s apply to Location Based Advertising
Customization
Consideration
Constraint
Business Model:
Cost per Click, Cost per Call
Information to Advertiser:
Quantity per Location
Example # 1: Sponsored Listing in Local Search
My Location:
* Pizza ParlorJoe’s PizzaRay’s PizzaSam’s Pizza
1115 S. Broadw
6 C’s
Example # 2: In Store Promotion
50%Off
All Ladies’Clothing
Today only
Business Model: Fixed Fee,
Revenue Sharing,
Information to Advertiser:
Unique ID of Consumer
Time of engagementTime of engagement
Store Location,
6 C’s
Example # 3: Application Sponsorship
Business Model:
CPM, CPA, Flat Fee,
Information to Advertiser:
Subscriber Information
Location Information over time
Text Message:1/1
Burritofiestais having a 2for 1 burritoday!
Location Information over time
6 C’s
Value of Profiling
• Value of the Mobile Marketing Market
• How Marketers want to use location
• What are they willing to pay for it
Mitigating the Risks of Profiling
Don’t forget
Mitigating the Risks of Profiling
• Rule # 1: Respecting the Consumer
• Positive Consumer Experience using the “6 C’s”
THANK YOU
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