Quattro Wireless ABCs Of Mobile
20
The ABCs of Mobile Advertising Mike Owen, Director, Sales
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This presentation was given at Digiday Mobile in September 2009. For the full effect please download, as there are a number of animated builds within the PowerPoint
Transcript of Quattro Wireless ABCs Of Mobile
The ABCs of Mobile AdvertisingMike Owen, Director, Sales
AlwaysBeClosing
ApplicationsBeyond the BannerContent and Context
Everyone is downloading apps
4 Source: Nielsen Apple iPhone: An Executive Overview
18%
34%
48%
17%
21%
62%
14%
49%
37%
20%
31%
49%
22%
31%
47%
16%
39%
45%
No Downloads DL Paid Apps DL Free Apps
Total
13-17
18-24*
25-34
35-54
55+
App Store Downloading Behavior – Free vs. Paid Downloads Q1 2009
* Denotes sample size <20
Consumer Profile: Weekly Mobile App Users
Advertising keeps me up-to-date
on products I would like
to have
53% agree
I frequently will search for more
information about a product with my mobile
49% have requested more
information about a product
with their mobile
If I could make a purchase with a
single click on my mobile, I would use
it in the store and at home
63% agree
Source: Insight Express, Digital Consumer Portrait, 2009
iPhone users very responsive to ads
Source: Quattro internal data 3/09 – 7/09, Global
iPhone Gaming Palm Android Blackberry -
20
40
60
80
100
120
140
160
135
105
79
66 62
Index of CTR by Device
Got an app? Get ranked!
7
Beyond the Banner
Sight, sound, motion and action anywhere, anytime
9
InterstitialsExpandablesiPhone expandable with in-ad map
Content and Context
Integrate your brand for 100% SOV and impact
11
AppsMobile Web
Create a destination optimized for mobile
Response rates driven by targeting, goals
Quattro Wireless Q2 internal data, US
cpg
auto
s
finance
ente
rtai
nmen
t
com
munit
ies
elec
tron
ics
tele
com
other
ind.
gamin
g
news
mob
ile
trav
el
sear
chfo
od
shop
ping
wom
en
datin
g
educa
tion
0
50
100
150
200
250214
189170 164 157 155
126 124114 107
98 97 9579 72
61 5644
Index of CTR by Advertiser Category (US)
Quattro Wireless Internal Data Q2 09, US
ABCsHow to get started
The three-step success plan
A Define your mobile objectives
B Create your media plan
C Measure and optimize
A. Define Objectives
Integrate mobile into your plan
Leverage mobile-specific behavior and device capabilities
B. Create your media plan
1. The Right Sites and Apps: based on insights about your audience and clearly defined mobile objectives
2. The Right Opportunities: create custom programs and integrations to effectively impact consumers
3. The Right Creative: from banners to full screen experiences and dynamic creative to ensure deeper engagement
4. The Right Destination: be sure to include a mobile optimized landing page to create a seamless consumer experience
C. Measure and Optimize
Continually optimize to increase campaign impact
Track installs, upgrades and form fills
View real-time key performance metrics
Use your wrap-up report (with site-by-site data) to increase performance across channels
Your handy cheat sheet….
