m2 roadshow europe adam smith group m
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Mobilise to
Optimise
29 September 2010
mobileSQUARED Roadshow
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0% 20% 40%
Currently Use
Plan to use (Next 12 …
Plan to Use (>12 Months)
No Plans
Don't Know/Not Sure
(Unica, March 2010; 155 respondents)
North
America 29%
Europe
37%
The man from Del Monte…
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Mobile marketing strategic planning
Campaign design
Campaign implementation
Technology and creative services
Mobile media planning and
buying
Tracking and measurement
Data management
and CRM
Research and development
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A global app forecast from Ovum….
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Apps – simplicate and add lightness
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Limited repertoire
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Rules-based buying
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Latency of the mobile web
– Rules-based buying
– Big organic growth
– Paid search is underweight
– Mobile commerce
– A ‘find’ engine
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Opted-in ad targeting
O2 More NatWest iPhone app launch
A targeted SMS was sent to iPhone
users with a NatWest account
• Sent:70,000
• Over 22% CTR
• Top of app store in 4 hours
Orange Shots trailer promotion
A targeted SMS offers consumers
the chance to download a new film
trailer
•Sent: 66,755
•9% CTR
•65% of clicks downloaded the
trailer
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Optimise your website for mobile
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Conclusions
– We’re investing
– It’s already routine
– ‘Apps versus’ or ‘apps and’
– Behind the search and commerce curve
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