Sensis on Mobile Advertising at CeBit 2009

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Integrating Mobile Advertising into the Marketing Mix Thomas Arthur, GM Sensis Digital Marketing Services

Transcript of Sensis on Mobile Advertising at CeBit 2009

Page 1: Sensis on Mobile Advertising at CeBit 2009

Integrating Mobile Advertising into the Marketing Mix

Thomas Arthur, GMSensis Digital Marketing Services

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Advertising that’s always onAdvertising that’s always on

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Key considerations for mobile campaigns

Why mobile advertising?

How is it being done?

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Mobile advertising innovation

Consumermobile

advertisingcontent

Sensismobile

advertising business

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Why Mobile Advertising?

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Reach

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

Source: ACMA Communications Report 2007-2008

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Reach

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

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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)

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Audience Targeting

Targeting parameter options can include:

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Audience Targeting

Bright Futures35, Pyrmont

Conscious Consumers36, Clovelly

Mortgaged Aspirations35, Dundas

Studied Wealth55, Rose Bay

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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

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# 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

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How it’s being done

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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

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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.

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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

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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)

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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

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"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