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Mobile Chris Falkiner & Peter Farfaras. Connect with your audience using mobile media. Presentation to Aegis Peter Farfaras, Chris Falkiner. Mobile. Is this the year? The evolution of Mobile Reach your consumers everywhere. 1. How do we get there? The mobile media-plan roadmap - PowerPoint PPT Presentation
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MobileChris Falkiner &
Peter Farfaras
Connect with your audience using mobile mediaPresentation to AegisPeter Farfaras, Chris Falkiner
1 Is this the year? • The evolution of Mobile• Reach your consumers everywhere
2 How do we get there?• The mobile media-plan roadmap• Formats, Features, Capabilities
Who controls the future?• Summary3
Mobile
The Dreaded Angry Emoticon
Is this the Year?
We are living in a connected world. Consumers use of mobile is far outpacing brands and agencies adoption.
So…IS THIS THE YEAR OF MOBILE?
Mobile: First Always On Mass Medium
Mobile: Device Penetration in Canada
Converged Mobile Device Market, Canada – Q2 & Q3 2009R.I.M. & Apple shipped approx. 82% of smartphones to partners
61.1%20.7%
7.5%3.1%
2.2%
4.5%
0.9%
Converged Mobile Devices 1.65-million
Mobile Phones 5.01-million
RIM
Apple
Palm
HTC
Samsung
Nokia
32.7%
Source: IDC’s Canadian Mobile Phone Tracker, November 2010.
Messaging
Chat
VoIPCalls
PlayGames
Wall postsStatus updates
A unified communications + multimedia creation tool residing in your pocket
Mobile: The Swiss Army Knife of Media
Connectivity
Presence
Mobile is the glue
81% use their mobile phones to research products and services they are
considering.
65% commuting
80% at home
81% shopping
82% at work
95% other
downtime
Source : Morgan Stanley 2010
Mobile: Internet Usage To
Outpace Desktop by 2014
The evolution of media consumption
Audiences are fragmented…Today, advertisers are challenged to:
• Drive measurable results and positive ROI
• Efficiently extend reach while maintaining a premium brand environment
• Understand the rapidly-changing mobile media landscape
Considerations
Where do we start?How do we get there?
Integrated multi-screen campaigns
Expertise in media and technology
Big vision for connected experiences
Investing in making vision a reality
Inception Strategy Selection Execution
Roadmap of the Mobile Media Plan
How do we get thereWhere do we start?
Connection
The most relevant ways and places for advertisers to engage their target audiences.
Results
Achieving and exceeding advertiser objectives, delivering ROI
Innovation
Differentiated and game changing ad opportunities and new ways to capture and employ insights.
Enable your clients to target mobile audiences with innovative, highly relevant, results-driven mobile ad experiences
It’s Easy
Types of Mobile Campaigns
Mobile Advertising Mobile MKTG Services
Mobile Content Mobile Commerce
On-Device Offline Response
• Video and Music
• Personalization• Mobile
Websites• Branded Apps
• CRM• Coupons• Promotions• Events
• eCommerce
• Operator billing
• SMS / P2P• NFC
Types of Mobile Campaigns
Branding
Awareness
Direct Response
Data Capture
Click to Call
Traffic Driver
What you can do in the Mobile space Video In App BannersRich Media
Mobile Audience Targeting
Leverage available technology…To reach your target audience
Geo Targetin
g
Behavioral
Targeting
Device Targeting
Carrier Targeting
Demo Targetin
g
Frequency
Capping
3rd Party Impression
Tracking
Day Part Targetin
g
Mobile Web vs Apps
Do both - Mobile Web First
Mobile Web100% of devices
Optimized to the highest common denominator
You can publish when you wantWebkit
Content from mobile web is searchable
Easier to market (through mobile banners)
AppsRicher experience
Native phone features (GPS, camera & voice)
OfflineIntegration with other
services
QR / MTag
2D & 3D Mobile QR/Tagging
Canadian awareness of Mobile tagging (2D/3D QR codes)
Key Takeaways
What if a flyer could be interactive?
Mobile: Enriching the Brand Experience
How to Guide & How to videoStore Locator
Coupon
• It’s up to all of us!
Is this the year for Mobile?
Thank you!
27
Appendix
29
Coupons/Promo CodePost Click Solutions
29
Data Capture
30
Store LocatorPost Click Solutions
Click to Download App