hands.mobi presentation jan 2012
TRANSCRIPT
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DEC/2011
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HANDS | GRUPO .MOBI
Hands has been 100% acquired by Grupo .Mobi.
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ABOUT HANDS
More than 12 years of expertise in selling and
managing mobile advertising.
• Mobile optimized Ad Server integrated in
partners app’s and mobile sites;
• Advertising Management in
mobile apps, webapps and tablets;
• 470 million monthly impressions in Brazil
(Premium Ad Network).
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Partnership and sinergy
with Grupo.Mobi companies
enabling and accelerating
the production of hot sites,
applications and webapps,
resulting in a more assertive
strategic planning.
GRUPO .MOBI SINERGY
Desig
n De
velopm
ent
Delivery
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Hands platform (briefly) Adequate the mobile sites and advertising campaigns so they can be correctly visualized in
all different kinds headsets.
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HANDS PREMIUM MOBILE AD NETWORK Aggregates through its proprietary platform the major premium publishers in Brazil to build a unique Ad Network of widely known and respected content producers
with several exclusive partnerships.
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CLUSTERS – PREMIUM AD NETWORK
News > 98 millions
Entertainment > 100 millions
Sports > 70 millions
Women > 13 millions
Men > 17 millions
Regional > 23 millions
Gathering publishers per audience interests make it easier for advertisers to plan campaigns with maximized results.
Folha.com, Valor, Claro, Exame, Climatempo, Veja, JC Online, O Globo, Yahoo!, entre outros.
Caras, Rolling Stone, Cineclick, Food Brasil, Guia da Semana, MobRadio, entre outros.
Lance!, ClicEsportes, O Globo Esportes, Placar, Jovem Pan AM, Total Race, entre outros.
Boa Forma, Capricho, Contigo, Gloss, Loveteen, Nova, YesTeen, Cris Arcangeli, entre outros.
VIP, Playboy, Info , 4 Rodas, Internacional Clube, Vasco Esporte Clube, entre outros.
MapLink, O Globo , ClicRBS, O Dia, Jornal do Commercio, O Povo, entre outros.
Social > 23 millions Ebuddy, Nimbuzz, Sony Ericsson, entre outros.
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Hands also aggregates international ad networks and manage mobile performance campaigns for Brazilian audience:
HANDS PERFORMANCE MOBILE AD NETWORK
Performance Display – graphic banners that can be shown in several Sites or Apps that integrate the partner Ad Networks. The investment is CPC based.
Search Mobile – sponsored links in search for Sites, Maps, Images and Videos. The investment is also CPC based.
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Premium Ad Network Performance Ad Network
*MMA – Mobile Marketing Association (http://mmaglobal.com/main)
WHICH ONE IS THE BEST FOR MY BRAND?
With us you can have both:
delivery with qualified audience and guaranteed clicks
The brand will be associated with high quality content and widely known content producers
Cost per impression
Higher earned value
Special formats (expandable banner, background, etc.), sponsorships and special projects
TargeTng: per interest, carrier, operaTng system, devices, plaVorms (mobile and tablets) and regional
content
The campaign can be distributed in thousands of sites and app’s
Cost per click
Unlimited inventory
Standard formats (MMA* banners);
TargeTng: per interest, carrier, geolocaTon, operaTng system, and plaVorm (mobile and
tablets).
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FLOW OF A MOBILE CAMPAIGN Campaign runs in the Premium and/or Performance Ad
Network reaching different plaVorms
Mobile Site
Download App
Click to Call
Click to Map
Click to Video
Click to “Like”
Advertiser’s Landing page
Tel: 11 3894-‐0200
AdverTser chooses the most suitable interacBon opBon:
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CLIENTS
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MOBILE ADVERTISING PANORAMA
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MOBILE MARKET IN BRAZIL: OVERVIEW
236 million mobile
phone lines
140 millions mobile users
40 million users
accessing mobile web
25 million
smartphones
By
2014 the access to mobile
internet will be larger than
desktop web
Source: MobiThinking – March 2011
Soon, the access through mobile web will be
larger and more usual than tradi5onal web
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Users that access web at least once / month**:
>> 16,5 millions
Average time spent: >> more than 20h per month
This is the mobile Internet audience in Aug/2011
How many brands have a solid mobile strategy for mobile in
2011?
Users that access web at least once / month*:
>> 13,6 millions
Average time spent: >> 20h 27 min per month
This was the desktop Internet audience in Sep/2006
Almost every advertiser already had a web strategy at that
moment.
HAVE YOU SEEN IT?
* Ibope NetraTngs -‐ acesso residencial ** Research Mobilize – Mobile customer 2011 – Ipsos Marplan / Teleco -‐ Aug 2011 -‐ Annual Huawei Balance
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à Maybe not mobile sites...
A research points that 79% of the most important
advertisers still DON’T HAVE sites developed
specially for mobile platforms. That, alone, can
easily move away users that search for information
in their smartphones.
It also creates an excellent opportunity for
who is present in mobile web.
WHAT USERS FIND WHEN THEY SURF IN MOBILE WEB?
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The experience of a traditional site is not (at all)
ideal on mobile platforms.
Content produced for mobile users must consider
that the moment and the needs are different:
• connection speed
• screen size
• more urgent information
WHY A MOBILE SITE IF “IT’S POSSIBLE TO ACCESS A WEB SITE ON THE PHONE?”
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MOBILE WEB IS THE NEW LAN HOUSE
1 hour
R$1,50
Surfing the mobile web is cheaper and more convenient than going to a lan
house.
hbp://www.slideshare.net/redemobi/redemobi-‐a-‐lanhousefoiprobolsonov2011-‐10078544
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• The majority of data plans have restriction with data volume and/or speed. That means the site “weight” matters. A lot.
AND THE NAVIGATION SPEED?
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ENCOURAGING THE USE OF MOBILE INTERNET
• Facebook applications will be available on Mobile
• Google AdWords will give preference to mobile friendly sites
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WHO OWNS A 3G MOBILE DEVICE, SURFS MOBILE WEB
Who has a 3G enabled device access mobile web à qualified audience
A research conducted by Teleco for the Huawei Balance of Broadband in 5 Brazilian capitals point that 79% of the users who own a 3G mobile device access the mobile web.
Source: Teleco reasearch for Huawei Broadband Balance 08/2011 -‐ hbp://www.teleco.com.br/comentario/com437.asp
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Send and receive e-‐mail
Surf the web
Instant messaging
Social networks
Search
Download of music and games
Watch videos
Shopping
Mobile web users start to do more
than sending e-‐mail, they surf and buy.
Usual services: (3G devices/Smartphones)
Source: Teleco reasearch for Huawei Broadband Balance 08/2011 -‐ hbp://www.teleco.com.br/comentario/com437.asp
... SURF AND BUY USING THE PHONE
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THE TRADITIONAL WEB USER BEHAVIOR IN MOBILE
40,8%
59,2%
Yes No
• 40.8% already surfs the mobile web;
• That represents more than 30 million people;
• Mobile web numbers are higher than the ones the traditional web presented in 2008.
Do you use web on the phone?
Source: Mobilize reasearch -‐ Consumidor Movel 2011 hbp://www.slideshare.net/GrupoPontomobi/pesquisa-‐mobilize-‐2010#
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Source: Mobilize reasearch -‐ Consumidor Movel 2011 hbp://www.slideshare.net/GrupoPontomobi/pesquisa-‐mobilize-‐2010#
Do you use web on the phone using a 3G connection?
• 47% of the users already use 3G
• Anatel announced that there are more than 21,6 million 3G active devices in Brazil
• Forecast for 2014: 106 million 3G devices and 6 million 4G devices (Brazil).
THE TRADITIONAL WEB USER BEHAVIOR IN MOBILE
47,0% 53,0%
Yes No
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MOBILE CAMPAIGNS HAVE HIGH COVERSION RATES CASES
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Exclusive format, lower dispersion and larger space occupied on the screen.
HSBC -‐ Portal Claro Ideias McDonalds -‐ MTV (Entertainment Cluster)
WHY DO WE HAVE HIGH CONVERSION RATES?
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Renault – Guides Cluster Coca-‐Cola – MTV
WHY DO WE HAVE HIGH CONVERSION RATES? Exclusive format, lower dispersion and larger space occupied on the screen.
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Mini Bis-‐ Patrocínio de Jogo de Truco Mobile
The campaign
Part of MiniBis campaign “Desconfie de todos” (“Be
suspicious of everyone!”), that show what people are
capable of doing to eat MiniBis.
Goal:
Increase downloads of the game MiniTruco (iPhone).
Results:
• #2 on Top Free Apps Itunes Store
• 40,000 downloads in 2 weeks
CASES -‐ TRUCO MINI BIS
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The campaign
Daily rate on Yahoo! HomePage -‐ expandable
banner. When minimized, the banner remains
visible at the footer even when scrolling down.
The expanded banner leaded to the advertiser
mobile hot site.
The results
More than 10 thousand impressions/day with
a CTR above 4.5%.
Entertainment Cluster (premium Ad Network) Publishers with CTR above 2%: Oi, Claro, MTV and Yahoo!
CASES -‐ COCA-‐COLA ZERO
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The campaign
Banner in iPad and iPhone apps inviting the
user to watch the institutional video of
Bradesco.
After clicking the banner, the user was leaded
to a simple and functional landing page and
the video was quickly opened.
The results
More than 1 million impressions delivered and
a CTR between 1,3% and 3%.
CASES -‐ BRADESCO – CLICK TO VIDEO
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CASES -‐ BRANDING
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CASES -‐ BRANDING
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POSSIBILITIES AND SPECIFICATIONS PREMIUM AD NETWORK MEDIA KIT
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If your campaign is going to be uploaded in mobile sites and applications with no targeting, all the following formats should be created (JPEG, PNG or GIF – static or animated and without transparency).
OBS: The counting of impressions by a third party can only be done using redirect. We don’t use pixels nor tags.
CONVENTIONAL FORMATS
120 x 20, 1kb
168 x 28, 2kb
216 x 36, 3kb
300 x 50, 15kb
320 x 40, 15kb
450 x 75, 20kb
Splash (320x480), 8 kb
Click to call now!
Click and register
Click to watch the video
Click here to know more
Click here to know more
Click to learn more
Click to see the map
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EXPANDABLE BANNER example
OBS: The counting of impressions by a third party can only be done using redirect. We don’t use pixels nor tags.
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EXPANDABLE BANNER example
OBS: The counting of impressions by a third party can only be done using redirect. We don’t use pixels nor tags.
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CLICK TO VIDEO example
OBS: The counting of impressions by a third party can only be done using redirect. We don’t use pixels nor tags.
The video must be hosted at the advertiser’s server or at some video service site (ex.: Youtube, Vimeo). The link should direct for the streaming or the site. File extensions iPhone: MP4, Android: 3GP, others: 3GP. File size: no limit (the smaller the better)
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The creative must be sent at least 7 business days before the campaign starts for tests and adjustments. OBS: The counting of impressions by a third party can only be done using redirect. We don’t use pixels nor tags.
CLICK TO CALL example
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CLICK TO MAP example
Clique aqui e veja como chegar!
The creative must be sent at least 7 business days before the campaign starts for tests and adjustments. OBS: The counting of impressions by a third party can only be done using redirect. We don’t use pixels nor tags.
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Volume of impressions List Price
100,000 -‐ 1,000,000 R$ 100
1,000,001 – 5,000,000 R$ 88
5,000,001 – 12,000,000 R$ 80
12,000,001 + R$ 70
INVESTMENT – PREMIUM AD NETWORK
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POSSIBILITIES AND SPECIFICATIONS -‐ PERFORMANCE AD NETWORK
MEDIA KIT
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Animated banners redirecting the user to
App download.
POSSIBLE FORMATS MOBILE PERFORMANCE -‐ IMAGE ADS
When you do mobile performance campaigns, have
in mind that a straight-‐to-‐the-‐point “Call to Ac5on” is essen5al.
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Featured (Sponsored link)
on Google Maps Mobile.
POSSIBLE FORMATS MOBILE PERFORMANCE -‐ LINK MAPS
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POSSIBLE FORMATS MOBILE PERFORMANCE -‐ IMAGE + TEXT AD
A maximum of five Text Ads can be created and the
system will randomize them, showing it beside the
brand logo.
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Sponsored links inserted in mobile web have more
relevance and therefore, the position will be better than those made for traditional
web.
POSSIBLE FORMATS MOBILE SEARCH -‐ SPONSORED LINKS