MOBILE MARKETINGMEDIA, CREATIVE, TECHNOLOGY

MOBILE – WHAT’S THIS ALL ABOUT?

TODAY

• WHY MOBILE’S IMPORTANT

• Key Australian trends

• Mobile media

• Reasons to have a m-site

• Mobile advertising basics

• Case studies

ESSENTIAL POCKET ITEMS

EVOLUTION

circa 2007circa 2001

AUSTRALIANS ON MOBILE

SMARTPHONE OWNERSHIP AS HIGH AS 90%+ FOR UNDER 30’S

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

16 to 17 18 to 20 21 to 24 25 to 29 30 to 34 35 to 39 40 to 44 45 to 49 50 to 54 55 to 59 60 to 64 65 to 6970 orover

2013 90% 94% 91% 93% 93% 89% 82% 72% 63% 57% 48% 42% 35%

2012 55% 78% 86% 83% 82% 75% 66% 55% 51% 43% 40% 34% 28%

2011 53% 64% 69% 74% 66% 61% 51% 39% 42% 28% 22% 20% 15%

2010 28% 47% 53% 53% 52% 47% 44% 34% 35% 24% 20% 11% 14%

Smartphone ownership – by age(Base: Mobile Phone Population)

Base: Mobile Phone Users 16+ n=2,004

Smartphone penetration increased across all age groups.

Highest increase among teens / under 20s. Cheaper smartphones have made these more accessible to the younger market.

Among 16-24s there has been a slight shift in the proportion of Apple vs. Android devices but Apple is still on top (47% vs. 45%).

Whilst penetration is highest amongst the 16-34 group (90%+), one in two smartphone owners

are 25-49

16-3490%+

YOUNGER USERS & FEMALES REMAIN HEAVIEST USERS OF MOBILE INTERNET

Source: Google Our Mobile Planet Australia, 2013; Nielsen Telstra Smartphone Index, 2013

Once to a few times a week Less than weeklyDaily

25-34

50+

16-24 100%

100%

100%

100%

100%

TOTAL 100%

50%

57%

67%

73%

27%

53%

12%

9%

24%

3%

5%

10%

20%

30%

17%

10%

10%

19%

35-49 100%52% 7%21%

17%

17%

19%

12%

17%

17%

19%

Several times a day

Among those accessing mobile internet several times a day… they

access on average

3x sessions an hour.

Frequency of smartphone connectivity

Base: Connected Smartphone Users n=1,238

MULTI-TASKING WITH OTHER MEDIA

Source: Google Our Mobile Planet Australia, 2013; Nielsen Telstra Smartphone Index, 2013

WHAT DO WE USE OUR SMARTPHONES FOR?

91% use their

smartphones

as a form of

Entertainment

71% play games

69% listen to music

78% browse the internet

49% read mags or newspapers

71% accessed social networks

45% review blogs or message boards

72% watch videos

Source: Google Our Mobile Planet Australia, 2013; Nielsen Telstra Smartphone Index, 2013

77% send or read emails

VIDEO CONSUMPTION VIA SMARTPHONE

19% USE VIDEO AT LEAST

ONCE A DAY

72% WATCH VIDEOS ON

THEIR SMARTPHONE

43%of Connected Smartphone

Users have used their

smartphone to respond to

other forms of advertising

such as TV, billboard,

magazine, radio and

online media…

…Mobile Search is a

key follow up activity

after exposure to

advertising on other

media

34%

2012

USED MOBILE

SEARCH FOR

PRODUCT

INFORMATION

ENTERED

COMPETITION

CALLED

COMPANY

EMAIL

COMPANY

TEXT

COMPANY

SMS

TXT

48%

36%

33%

22%

19%

12%

2012

Q. Similarly what have you also done on your mobile phone to respond to other types of advertising?

Base: Connected Smartphone Users that recall advertising on mobile n=771 / have responded to other forms of

advertising using their smartphone n=328. Only top 5 actions shown

MORE LIKELY TO ENGAGE WITH ADS ON TABLET….BUT MORE OCCASIONS FOR VIEWING ON A SMARTPHONE.

SMARTPHONE TABLET EQUALLY

Thinking about clicking/interacting with an ad on your smartphone/tablet, which of the following statements apply to you?

Q. Can you tell us why you say that? Not shown “Don’t know/not sure” = 36%

Base: Connected Smartphone Users who are also Connected Tablet Users n=609

SMARTPHONES – ASSISTING THE SALE

Q. And when you have used the internet on your mobile phone to find out more information about a

product or service, which of the following have you done as a result?

Base: Connected Smartphone Users who used mobile to find out more about product / service n=638

Among Connected Smartphone Users who use mobile internet

to find out more about a product or service to support a

purchase decision:

WHERE DO I START?

HOW MOBILE FITS INTO YOUR DIGITAL STRATEGY

Sponsorship and

Integration options

to align brands with key

environments

Sponsorship and

Integration options

to align brands with key

environments

Sponsorship and

Integration options

to align brands with key

environments

OWNED EARNED PAID

MOBILE MEDIA

MOBILE DESTINATIONS

M-SiteMobile Apps

Campaign Microsite

SOCIAL CHANNELS

FacebookTwitter

Google+ LinkedIn

And more

MOBILE ADVERTISING

Banners, Mrecs, Expandables.

SMS Mobile Search

WHY DO I NEED AN M-SITE?

WHY AN M-SITE?

Your normal site is NOT thumb friendly

WHY AN M-SITE?

Desktop video players are not always optimized for mobile

Can’t play

video on

mobile

WHY AN M-SITE?

Google will demote you if you don’t have a mobile optimized site.

Google

search

rankings

lowered

MOBILE ADVERTISING

AD FORMATS

Mobile ad formats are now reflective of, and standardised like Online formats

DATA SOURCES

TARGETING

PERFORMANCE

HOW PERFORMANCE WORKS

Location request when

users first use an app

User accepts & location is

registered and data sent to ad-

server

Proximity based advertising

delivered

1 2 3

GEO-FENCING

TARGETING GPS HANDSET LOCATIONS

CREATIVE ENGAGEMENT

Education – Deakin UniversityGoogle Mapping API & Accelerometer Mashup

Moderate

Complexity

$5k

INTERACTIVE EXAMPLE

View here

5.27%CTR

Australian

Media First

CASE STUDIES

© COPYRIGHT 2013BIGMOBILE GROUP - PRIVILEGED AND CONFIDENTIAL

Charity Miles

© COPYRIGHT 2013BIGMOBILE GROUP - PRIVILEGED AND CONFIDENTIAL

Missing Children Mobile Search App

THANKS!