Download - The basics of mobile advertising
Exploring the basics of Mobile adver6sing
Cherylann Smith Digital Strategist
2009
Why mobile adver6sing?
WHAT IS MOBILE? Mobile does not fit into the tradi6onal marke6ng mindset. It’s smaller, but not small. It’s a new way of thinking. It’s a new way of interac6ng. It’s a new way of speaking to your audience. It’s not isolated. It’s part of a bigger picture.
A LITTLE SPACE, WITH BIG OPPORTUNITY!
WELCOME
There are almost twice as many cellphones as there are TV sets
In South Africa today…
44% of emails are sent and received from a cellphone
There are 5.3 <mes more homes with cellphones than with landlines
There are four <mes as many households with a cellphone than a computer
SMS is used by almost four <mes more people than email
There are almost 6 6mes more cellphone subscribers than internet users
Source: MMA AMPS 2009
Where to begin…
At the start…
Image source unknown
Where to begin…
Evolu<on
Image source unknown
Where to begin…
Evolu<on
Image source unknown
Where to begin…
Progress
Image source unknown
More progress…
Revolu<on
Image source unknown
And then there was the…
Guess?
First real mobile phone?
Innova<ve!
It worked!
Image source unknown
What is this?
Mobile phones are really not phones anymore
Image source unknown
Clock Alarm
Calculator Camera
Library Location based services
Radio Messaging
MMS
Bluetooth
Games
MP3 Player
Voice recorder
Memo Pad
Stop Watch
Video editor
Banker Yellow pages
Newspaper
Social Networking Browser
Search
Maps
Image source unknown
Why mobile adver6sing?
WHY MOBILE? New ways for brands to interact
with consumers.
Simple, yet effec6ve… but limited to a small screen
Increase in adver6sing cluZer… It’s a shiM in the way we think It’s about engagement & interac<on It’s NOT broadcast
Media CluZer
Image source unknown
Used from: Martha Kagan -‐ the next genera<on of immersive mobile branding
Used from: Martha Kagan -‐ the next genera<on of immersive mobile branding
Relevance and engagement are key
Rules of engagement…
Be useful
Be interesting
Don’t over-estimate the culture shift
Be visual
Get to the point
Entertain me
Solution integrator
It’s all about conversations
Simple, yet effec<ve
Image source unknown
Tac<cs without strategy is the noise before defeat ~ Sun Tsu
Image source unknown
So who are we speaking to?
Young is a state of mind, not a physical state of being
Millenials
Don’t think users think…
INFLUENCERS
Image source unknown
So who are we speaking to?
Mul< taskters
Things to do…
Image source unknown
So who are we speaking to?
Who are on the go
Places to go…
Image source unknown
So who are we speaking to?
Tired of conventional advertising
Snack size, straight to the point
Relevance and engagement are key
… & they’re savy
People to talk to…
Image source unknown
It’s micro content…
Life is about sharing
Customised ads reach key target audience
Multiple creatives for better results
There is no room to explain, keep it simple
UPPERCASE words are slower to read
Avoid superlongwords
It’s powerful, targeted, personal
Image source unknown
What must I know?
Handset
Lifestyle & Psychographically
Time of Day
Targeted demographically
Location based
What can we do with mobile?
We can target YOU: Text & Banner ads
Image source unknown
Objec<ves
Create Awareness Generate Leads
Convert Leads Get sign ups
Data acquisition & profiling Targeted campaigns
Tac<cs…
Measurements… Impressions Clicks Click through rates Leads & sign ups Page views
Image source unknown
Usability
Familiarity, Consistency, Simplicity
For pages to be scan-able, fonts should be simple and clear to read.
Always try to keep the elements on a banner minimal. The message should be clear & easy to process.
Engaging non-intrusive consumer experience
Image source unknown
We’re moving forward
We’ve moved BEYOND promo6ng.
We’re about building brand affinity through the right messaging, at the right 6me, in the right place.
Image source unknown
So what does this mean?
WE’RE NOT IN THE MEDIA BUSINESS
We’re in the business of connec6ng with consumers.
Image source unknown
Thank you
Cherylann Smith I am a passionate, innova<ve big picture thinker who can connect digital and social to all other aspects of the client business to drive growth opportuni<es @mylifescape
Image source unknown
Disclaimer and Privacy Policy
I believe in collabora<ve informa<on sharing in order to grow and learn. The images used in this presenta<on are found from different sources all over the Internet, and are assumed to be in public domain and are displayed under the fair use principle. I provide informa<on on the image's source and author whenever possible, and I will link back to the owner's website wherever applicable. If you are the owner of the images and you believe that their use on this site is in viola<on of any copyright law, then please contact me directly.