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Unleashing the power of mobile advertising
Amanda Brook,General Manager, Mobiles and Strategic MarketingSensis Pty Ltd
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Australia’s leading information resource
Making complex lives simpler byhelping you find, buy and sell
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© Copyright Sensis Pty Ltd March 2008
Sensis: committed to mobile innovation and growth
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© Copyright Sensis Pty Ltd March 2008
Online media has promised a lot… has it delivered?
Which, if any, of the following barriers did your company have to address to use or toconsider using digitaladvertising vehicles?
9%
11%
12%
18%
24%
33%
41%
52%
0% 10% 20% 30% 40% 50% 60%
Too labour intensive
Brand risk
Not enough high quality inventory available for purchase
Insufficient capabilities at agency
Limited reach of digital tools
Hard time convincing management
Insufficient capabilities to handle internally
Insufficient metrics to measure impact
Source: How companies are marketing online: A McKinsey Global Survey, McKinsey Quarterly, September 2007
Personalised, interactive, accountable
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The wait is overThe wait is overNo medium like mobileNo medium like mobileTheThe ‘‘great enablergreat enabler’’
Mobiles: A vital role in advertising’s future
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© Copyright Sensis Pty Ltd March 2008
Sep Oct Nov Dec Jan Feb Mar
Sens
is m
obile
ser
vice
sag
greg
ated
uni
que
visi
tors
Usage and advertiser interest are accelerating
The wait is over
Source: Omniture, Sep 07 –Mar 08. Aggregated unique visitors to Sensis mobile sites –Sensis Mobile, Yellow™ Mobile, Whereis® Mobile, Trading Post® Mobile.
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© Copyright Sensis Pty Ltd March 2008
The first mainstream ‘always with you’medium
Always with you
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© Copyright Sensis Pty Ltd March 2008
Personalisation
State* Gender* Age* Income*
35, high disposable income,
25, live at home
2554, suburban families
45, high income, inner urbanPRAGUE!
B&B UPGRADE
LONDON!10% OFF
IBIZA!CLUB PASS
HINTERLAND!FREE SPA VISIT
* Usage –Consumer3Gbrowsingaudiencebased onbilling &post codeBigPondmobileportal homepage, 7March 2008Accipiter AdManager
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© Copyright Sensis Pty Ltd March 2008
Engagement can happen on the move
Locationenabled
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© Copyright Sensis Pty Ltd March 2008
Makes taking the next step simple
Oneclick
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© Copyright Sensis Pty Ltd March 2008
Near field communications
Mcommerce or in store
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© Copyright Sensis Pty Ltd March 2008
Send to mobile:• Contact details• Maps• Business information
New enhancements and services
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© Copyright Sensis Pty Ltd March 2008
A mobile click through is very high value
VideoClick2 call
Wallpaper
Sendinfo
CR*Product
orservice
Goal
Percentage converted to*:
12%26% 62%49%Highvalue
consumer
Awarenessand trial
25%38%37%33%LeisureLaunch
53%47%38%UtilityBranding
andeducation
Wallpaper
Video
FormsClick to call
*Sensis campaign tracking data
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© Copyright Sensis Pty Ltd March 2008
Building bridges:•From physical to digital•From advertising to point of sale
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© Copyright Sensis Pty Ltd March 2008
Multichannelling is the future for advertisers…… But what about users?
Source: Roy Morgan Single Source Australia: Jan to Dec 07, base Australians 14+. * Advertising in all metro, regional and local directories.
0
1
2
3
4
5
6
7
8
9
10
Ave
rage
mon
thly
uni
que
user
s (M
illion
s: a
ged
14+)
Yellow™ print* monthly references Yellow™ print*, voice, online networkmonthly references (n/i mobile, sat
nav)
The Yellow™ network: nationalprint* and total network reach
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© Copyright Sensis Pty Ltd March 2008
A bridge between the physical and digital worlds
One click fromphysical to digital… and back again!
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Scenario slide
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DJDJ
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© Copyright Sensis Pty Ltd March 2008
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© Copyright Sensis Pty Ltd March 2008
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© Copyright Sensis Pty Ltd March 2008
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© Copyright Sensis Pty Ltd March 2008
The wait is overThe wait is overNo medium like mobileNo medium like mobileTheThe ‘‘great enablergreat enabler’’
Mobiles: A vital role in advertising’s future
Click t
o buy NOW!
PDFXCHANGE
www.docutrack.com Clic
k to buy N
OW!PDFXCHANGE
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Questions?
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