Mobile Content World Pdf

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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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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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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The first mainstream ‘always with you’medium

Always with you

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Personalisation

State* Gender* Age* Income*

35, high disposable income,

25, live at home

2554, suburban families

45, high income, inner urbanPRAGUE!

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LONDON!10% OFF

IBIZA!CLUB PASS

HINTERLAND!FREE SPA VISIT

* Usage –Consumer3Gbrowsingaudiencebased onbilling &post codeBigPondmobileportal homepage, 7March 2008Accipiter AdManager

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Engagement can happen on the move

Locationenabled

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Makes taking the next step simple

Oneclick

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Near field communications

Mcommerce or in store

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Send to mobile:• Contact details• Maps• Business information

New enhancements and services

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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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Building bridges:•From physical to digital•From advertising to point of sale

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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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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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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


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OW!PDFXCHANGE

www.docutrack.com



Questions?

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