mobile advertising mumbai 16 jan 2009
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Mobile AdvertisingMumbai
16 Jan 2009
Arun BhatiHead SDP Solutions
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© Ericsson AB Ericsson Mobile Advertising 2009-01-162
Web
Mobile
TV
outdoor
Radio
SMS/MMS
Mobile TV and Video
WAP/mobile web
Idle time
MobileSearch
Applications/downloads
Ringback Adv.
STBPortals
InteractiveServices
EPG
DynamicLive Adv.
Search
Games
VODServices
New Media Enabling ad inventory across multiple platforms
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Networked Advertising
Networked advertising creates new revenue streams for network operators and media players, being integrated into different services such as TV-, music-, and gaming, or stand alone as e.g. coupons.
For advertisers, networked advertising brings new opportunities to get visibility in new channels – to reach the relevant audience in an efficient way.
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Why Mobile Advertising
Mobile is highly personalized device, not a shared one
A lot more subscriber information is available Enablers are able to capture and learn more
based on user behavior, predictive co-relation and configurable rules
Low ARPU and high growth potential - Sponsored Call
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How are we doing today…
To see your compatibility with your spouse / partner, please send sms <your name> <your spouse name> and Love to 5XYXY
Answer on SMS -> Your search ends here, it can not get better than this and you make a perfect couple.
Inserted Ad -> To Download hot bikini babes on your phone go to http://www.hotbikinibabes.com
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The networked advertising industry
Advertising inventory Advertising buyersOrchestrate assets
Enable advertising Inventory
1
Orchestration
AdIndustry
Orchestrate assets
2
Orchestration
AdIndustry
3
Advertising buyers
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Mob-Ad Enabler for Cross-platform distribution
PodcastWeb TVHTMLIPTVWAPSMS
Distribution
User data feedback
MMSMobile TV
Advertising enabling platform
Interaction
Carry the brand across platforms
Easy to useValuable offer to
the consumer
Content Partners
Advertisers/Agencies
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Advertising functionality 1(2)Examples of advertising functionality
Clickable, interactive and targeted ads
Contextual, user group specific and / or location based
Interstitials’pop ups’
Show targeted advertisment while downloading games etc.
Jump pages
Questionnaire Mobile Site Call-Center
SMS / MMS Download Coupon
Examples of what happens when clicking on an ad
Mobile Portal targeted ads
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Advertising functionality 2(2)Examples of advertising functionality
MMS alerts enhanced with contextual advertising
e.g. sponsored result lists:’brought to you by...’
mmmmss
The soccer results are sponsored by:
Sponsored alerts
Avoid rights issues with broadcast TV
Switch ON client
Format Switch OFF
Mobile TV slide show
When the business models are there – Ericsson is ready
oys „R“ us DVD now on Mai
Banners Ticker / Scroll bar
Interactive Advertising
Mobile TV on screen advertising
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How to do it in a better way
Use of customer profile and user behavior for targeted ad-campaigns
Example -> The best time to sell me a concert show ticket is when I am watching a concert singer program or downloading a ring tone. Hence a ticker on my Mobile phone can inspire me to click on it and buy concert show ticket
Growth is in Rural areas and some of them can not afford handsets and also voice call rates.
Will he/she opt for it?
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Some Examples
NRK – Mobile TV advertising trial
Turner/CNN mobile – Ad revenue supported portal
3 UK – User generated Content Ad sponsorship
Vodafone Spain/UK – Video advertising incorporated into Ericsson Mobile TV solution. Integration with Yahoo UK ad systems for subsidised video shows
Dymler Chrysler – Ericsson providing messagingconnectivity
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