camerjam mobile marketing masterclass apprupt

© 2012 apprupt GmbH • www.apprupt.com

Quo vadis, mobile?

apprupt GmbH

April 24th 2012


Featured in:

© 2012 apprupt GmbH • www.apprupt.com © 2012 apprupt GmbH • www.apprupt.com

devices marketing

Quo vadis, mobile?

usage situation


marketing devices

Quo vadis, mobile?

usage situation


Quelle: http://www.flickr.com/photos/decor8/2038157932/sizes/o/in/photostream/


Quelle: eTracker GmbH

Couch surfing /commerce


Comparison media usage

Quelle: Flurry Report / United Digital Group


Usage motivation

Quelle: United Digital Group


Gamification in ecommerce

Quelle: http://etailment.de/2012/gamification-im-e-commerce-ii-best-practices-fuer-den-einsatz/

How to motivate users to act in a special way by

using gaming elements (example: Zappos)


marketing usage situation devices

Quo vadis, mobile?


“War of devices“


Mobile OS

Quelle: Comscore / United Digital Group


iPhone vs. Android app traffic

Quelle: Xyologic / mobile zeitgeist

iPhone Android

paid

free


Simultaneous usage

Quelle: Nielsen, Q2/2011


Ecommerce and iPad

Quelle: United Digital Group / Zanox


Quellen: www.GSMArena.com, /www.itespresso.de/files/2008/images/20100728_apple_imac/apple_imac_04.jpg

Devices: complementary / replacing

http://www.GSMArena.com


201?: online vs.

MOBILE?


usage situation devices

Quo vadis, mobile?

marketing


CONTENT CONTENT

AD

AD

≠


Mobile (mis-) understood?


3 4

2

1

ARD Sportschau

Click-To-Calendar

Client ARD Sportschau

Business model CPC

Term 2 weeks

CTR (Click-Rate) 0,48%

Clicks (AIs) 2.074.915

CVR (Click-to-

Calendar) 8,42%


iPad Advertorial including video

(mock up)


Movie release: Contraband

Video-Landing Page & Click-To-Calendar

Client Universal Pictures

Business model CPC

term 3 weeks

CTR (Click-Rate) 0,29 %

Clicks (AIs) 20.500 (7.105.736)

CTR (Click-to-Video) 31,05%

Termin vormerken


New format: Rich media & 360 ads


Icon-text teaser Loading coupon icon to

homescreen Activating coupon

Couponing


Store finder Map showing next store

Couponing


Location Based Targeting

Ad Impressions 6.436.935

Clicks 27.873

CTR 0,42 %

Leads 8.000

Downloads 1.286

CVR Lead 28,70%

CVR Download 4,61%

Ad Impressions 618.043

Clicks 3.515

CTR 0,57 %

Leads 890

Downloads 281

CVR Lead 25,32%

CVR Download 8,00%

Ad Impressions 297.054

Clicks 1.122

CTR 0,38 %

Leads 257

Downloads 15

CVR Lead 22,91%

CVR Download 1,34%

Icon-Text Teaser

Local targeting

Icon-Text Teaser

Metropolitan area MMA-Banner

Metropolitan area

1

2 3


Mobile Retargeting


Laufzeit 21 Tage

Abrechnungsmodell CPC

CTR 1,30%

0

0.5

1

1.5

2

2.5

3

3.5

CTR (Re-Targeting) CTR (non Re-Targeting)


Tracking & reporting

(example: textunes eBooks)

Client textunes

Business model CPC

Term 4 weeks

CTR (Click-Rate) 0,57 %

CVR (Click-to-Install) 16,77 %

eCPI (effektive Cost-per-

Install)

2,13 €


usage situation devices marketing

Quo vadis, mobile?


http://www.flickr.com/photos/unconstructive_bry/2975621862/

get in touch

apprupt GmbH Speersort 10

20095 Hamburg

[email protected]

Hamburg • Düsseldorf

Jan-Hendrik Seyfahrt Senior Category Manager

Tel +49 40 3252787-11

[email protected]


camerjam mobile marketing masterclass apprupt

Technology

apprupt gmbhapril

etracker gmbh

mobile retargeting3

mobile os

quo vadis

mobile mis

usage motivation

simultaneous usage