What Savvy Brand Marketers Must Know About Mobile

The Largest Independent Mobile Ad Network

What Savvy Brand Marketers Must Know About Mobile

January 17, 2013

Mat HarrisDirector of Products, InMobi

@matharrismat@inmobi.com

I. Mobile Brand Advertising

II. Mobile Rich Media Advertisers Love Rich Media Where it Works Common Features Understand the Unique

Challenges Building Creatives – Best

Practices Measuring Engagement

III. Personalization

IV. Q&A

AGENDA

Mobile Brand Advertising

Time Spent on mobile devices in the US has surpassed time spent on TVInMobi

72% of Americans use mobile while watching TVInMobi

Dual screening is 1.7 times more effective for brand awareness/ brand recall than TV aloneNielson

57%34%

59%38%21%

Mobile and TV are the channels with the most impact on purchase decisions

6am - 8:59am

9am - 11:59am

Noon - 2:59pm

3pm - 5:59 pm

6pm - 8:59pm

9pm - 11:59pm

Midnight - 2:59am

3am - 5:59am

0%

10%

20%

30%

40%

50%

60%

Smartphone Tablet PC

Source: Mobext & InMobi Connected Device Research

During a typical day, at what times do you usually use your device?

Device use patterns reflect their inherent competitive advantages

21% Tablet

Penetration

53% Smartphon

e Penetratio

n

25% of Smartphone Owners also own a

Tablet

Penetration of Mobile Connected Devices Continues to Increase

Source: comScore Mobilens

67% of mobile data users mostly or only use mobile to access the web

Source: InMobi Mobile Media Consumption

Use tablet for over an hour a day

Share tablet with family members

Use tablet while watching TV59%

45%

35%

Mobile Rich Media

• Engaging brand experiences• Cutting edge features• Consistently higher CTRs vs. static

ads• Detailed analytics, measurement of

real engagement objectives

Today, over 50% of all mobile brand campaign buys include rich media

Advertisers love rich media:

DOVE HAIR SOLUTION

Coupon Link to Site Game

Video Play Lead Gen Click to Share

Brand AwarenessAPAC REGIONAL WINNERBRONZE GLOBAL WINNER2012

Engaging Brand Experiences

Rich media works across Android & iOS

Use advanced smartphone & tablet features

15

Understand the unique challenges of rich media

• Ad server fragmentation– Ad servers each require specific code to render ads, called an “SDK”. Rich media ads must conform

to each ad server on which a given campaign will run

• Mobile site fragmentation– Mobile sites employ HTML/JS/CSS just like non-mobile sites. But site developers often deploy their

own site’s code in a non-standard way

– Ads built for one site can often require some tweaking to render properly on another property

• Device/OS fragmentation– Thousands of different Android configurations

– Dozens of different screen dimensions

16

Ad creative best practices

• Keep your value proposition clear– Key message must be delivered to users quickly– Make the call-to-action easy to read & understand

• Limit the clutter– Limited real estate within mobile creative. Keep copy clear and

concise

• Don’t overdo the graphics– Keep graphic size small to ensure quicker load times

• Leverage rich-only capabilities – Integrate mobile-specific functionality (i.e. shake, tilt, swipe)– Drive deeper user engagement (focus on the experience)

Measuring Engagement

Personalized Advertising

Mobile is unique in its capacity for relevant dynamic personalization

CUSTOMIZED SHOPPING

GEO-TARGETING

DAY-PARTING

MCDONALDS MCCAFE FRAPPÉ

Weather

Store Locator Link to Site Click to Share

Context and location-based experiences drive ROI

21

Mobile is ideal for personalization

• Mobile is the MOST personal PC • POS in your hand• Location-aware• Many data dimensions• Highly relevant, actionable messaging• External variables• Dynamic feeds

Q & A