the big mobile handbook 2012

7/30/2019 The Big Mobile Handbook 2012

1/88

The Big Mobile Handbook2012

iabuk.net

Sponsored by


2/88

HARNESS

THE POWEROF MOBILE

2012 Millennial Media. All rights reserved.

Learn more at www.millennialmedia.com/iabhb

Mobile is mass media that is personal, always

on, and always with you. This makes mobile

dierent from any other type of media platform.

Millennial Medias solutions for advertisers are

not just about delivering the right ad, theyre

about connecting brands with the right

consumers at the right moment.


3/88

IntroductionAdvertising on mobile

Measuring mobile

M-Commerce

Integrating mobile

The Future o mobile

0204

50

56

68

82

Contents


4/88

2

Introduction

Mobile has unquestionably come a long way in the

last ew years, establishing itsel as a medium thatcan no longer be ignored. It is also a medium that

has been interrupted by some game changing

technology that has changed the way we live.

Most o us in the UK currently own a smartphone (59%),

but its easy to orget how dierent the world looked

in 2007. Back then the Nokia 1200 was the worlds

bestselling handset with shipments o 150m but things

changed very quickly during the ad break or the 79th

Academy Awards o that year. Apples Hello ad gave

viewers the rst taste o the phone that Apple went on to

launch in June 2007. By 2008, the iPhone 3G became the

worlds bestselling phone, and the consumer appetite

or smartphone technology has not slowed since.

This pace o change in mobile technology and the

phenomenally ast rate o consumer uptake have

caused stirs in the marketing world rom agency

bars to advertiser boardrooms. Looking back to

the rst IAB/PWC adspend study in 2008, its a

surprising reminder to see at that time the mobile

advertising market was worth 28.6m. During the

last our years the market has increased over seven

old to 203.2m, with 134m being spent on search

and 69m on display advertising on mobile.

It is particularly interesting to look at mobiles recent

growth in comparison to online advertising ten years

ago. Chart 1 illustrates that 2011 mobile revenues

actually exceed the 2001 online advertising market

and according to the industry analysts First Partner,

we can expect that trend to continue into the uture,

with mobile potentially reaching just under 1bnin the UK by 2014, only two short years away.

These black and white smartphone and adspend

gures certainly tell a story about the evolution o

mobile marketing to date but there have also

been some changes in the way we think about mobile

as an industry that is harder to quantiy. The constant

release o new technology has meant there is always

some kind o mobile new kid on the block the marketer

has to know about. This makes mobile incredibly

exciting and dynamic, but at the same time a bit

o a challenge to keep up with. The eedback

rom our annual agency study in chart 2 goes some

way to capture this each year something new is

crowned the most excit ing, in this case rom apps,

to location, to NFC all in the space o three short years.

The IAB is committed to making mobile easier or

brands and agencies to tap into this growing market,

and this handbook brings together everything the

marketer needs to know about mobile rom the ground

up. This complete guide rom leading experts in the

mobile eld includes, measuring mobile, m-commerce,

advertising on mobile, integrating mobile and the

uture o mobile. We hope this gives you everything

you need in one place, but o course new inormation

is released all the time. Please be sure to keep an

eye on our website www.iabuk.net/mobile or the

latest research, news and market inormation.


5/88

3

Introduction

Alex Kozlo

Senior Mobile Manager, IAB UK

Chart 1 Trends in mobile & online display

advertising, IAB/PWC Adspend study

Chart 2 The changes in the most exciting developments inmobile advertising according to UK agencies over the last 3 years

2009 2010 2011

Source: IAB Snapshot research

Base: 2011 (406)

Source: IAB/PWC Adspend

Mobile Estimates: First Par tner 2011

Online adspend

Mobile adspend

1998

28.6m51m

153m

203.2m

449m

727m

962m

2008

19m 37.6m

83m

166m

197m

465m

825m

1999

2009

2000

2010

2001

2011

2002

2012

2003

2013

2004

2014


6/88

4

Advertising on mobile

1


7/88

5

1.1 Search

1.2 Mobile video

1.3 Social media

1.4 Display advertising

1.5 Aliate marketing

1.6 Mobile targeting

1.7 Location-based advertising

1.8 Real-Time advertising1.9 Mobile messaging

1.10 Tablets

1.11 Mobile creativity


8/88

6

1.1Search

The Mobile Landscape

Its already proved quite a remarkable yearor mobile, and or mobile search in particular.

The London 2012 Olympic Games provide a

brilliant illustration. In the rst week o the Games,

Olympics-related searches with Google on mobile

devices smartphones and tablets grew tenold

over the previous week1. During the rst two days

o the Games, 46% o total Olympics-related

searches in the UK occurred on mobile devices2.

And at some moments, more searches occurred

on tablets and smartphones than on computers.

Mobile search is growing exponentially, and at Google

weve seen mobile search queries grow veold in the

past two years3. In 2012, smartphone penetration in the

UK reached over 50%4 and the iOS and Android app

stores reached 50 billion app downloads combined5.

Increasing searches on mobile and tablet present

exciting opportunities or you to engage with customers

and meet your marketing objectives, whether thats

driving visitors to stores, call centres, online sales

on mobile or computer or app downloads.

1,2 Google Mobile Ads Blog Going or the Mobile Gold:

10x increase in Olympics mobile searches globally

3 Google Interna l Data 2012

4 Google and Ipsos. Our Mobile Planet UK:

Understanding the Mobi le Consumer. May 2012

5 Google Keynote June 2012 and Apple WWDC keynote Ju ne 2012


9/88

7

1.1Advertising on mobile

Get the ull value o mobileMary Burris, Mobile Product and Solutions Strategist, Google

Matt Brocklehurst, Product Marketing Mobile Ads, Google

Getting the Basics RightSo where do you start? Follow best practices

to get the most out o mobile.

1. Maximise search potential with ull

keyword coverage, extending desktop

keywords to mobile and tablet devices.

2. Bid above the old. Mobile has limited ad inventory

compared to desktop, so appearing in position

1 or 2 is critical or mobile search ad per ormance.

3. Create relevant mobile ad text. Include calls

to action, such as Call a s tore near you, and

relevant ad extensions ormats like click-to-call.

4. Create a mobile optimised site. Research shows

40% o users6 turn to a competitors site ater a bad

mobile experience. Capture mobile consumers

post-click, because i you dont theyll go elsewhere.

Understanding theBenets o MobileOnce youve created integrated mobile marketing

campaigns, optimised your accounts across mobile

search and created a mobile site experience, youre in

a position to start enjoying the ull benets o mobile.

Mobile oers returns above and beyond the

in-site experience. As a result o the rise o

mobile, weve discovered the emergence o new

consumer behaviours. There are now multiple types

o conversions stemming rom this shit, and these

are happening both online and ofine.

In-store85% o UK smartphone usershave searched or local inormation and 81%

have taken action as a result; 40% visited the

business and 21% made a purchase in-store7.

Phone calls85% o UK smartphone users have

searched or local inormation and 81% have taken

action as a result; 35% called the business8.

Cross device39% o UK users

researched on a smartphone and then

made a purchase via computer9.

App downloadsUK smartphone usershave installed 23 apps on average, with

nine apps used in the last 30 days10.

Mobile web31% o UK smartphone users

have made a purchase on their smartphone11.

6 Compuware, What Users Want rom Mobile, 2011

7,8,9,10,11 Google an d Ipsos. Ou r Mobile Planet UK:

Understanding the Mobil e Consumer. May 2012


10/88

8

Advertising on mobile1.1

The Mobile Marketing ToolsetIn order to help advertisers assign ull value to and make

the most o mobile marketing, several product solutionscapture and measure these new types o conversions.

Location ExtensionsSearching or local inormation is one o mobiles

most common activities. Give potential customers more

reasons to click on an ad by including an address up

ront. Location extensions merge your business address

and phone number seamlessly with ad text. Through

location extensions you can better track and view user

interactions that could be happening around your store

locations. Analyse AdWords accounts to understandlocal behaviours, such as the number o users clicking

on Get directions, and use Google Analytics to record

users interacting with the store locator on your site.

Call ExtensionsCall extensions allow you to add a phone number

thats displayed as the last line o text whenever

your ad appears. This enables customers to connect

with your business by phone directly, without having

to re-enter the number manually into their keypad.

Call extensions can help you to better understandthe online-to-ofine behaviour o users interacting

with your call centres, revealing the volume o

calls and sales triggered by your mobile ads.

Mobile App ExtensionsNot all mobile users searching or a business may

know that the business has an app. The mobile app

extension in AdWords allows advertisers to add a mobile

app download link to search ads. With this extension,

you can promote your mobile app to users who may

simply be searching or a brand, product or service.


11/88

9


Click-to-Download Ads or AppsFor advertisers ocused on driving app downloads,

click-to-download ads incorporate rich inormationabout an app in the ad unit itsel. Ater a user perorms

a search and your click-to-download ad appears,

the consumer can see image previews, a description

and pricing and rating inormation.

In-App AdvertisingGoogles AdMob network is integrated into AdWords,

so advertisers can reach 350 million12 mobile devices

in the AdMob network and appear on some o the

top apps available in app stores. Various tools and ad

ormats make it easy to promote app downloads withinapps too. Choose optimised text ads or iOS or Android

apps with rotating ad text to promote app downloads.

To understand your mobile ads perormance across

these ormats, you can monitor app downloads rom

the Google Play Store with AdWords conversion tracking.

Tracking Mobile ConversionsMobile conversions drive business, but are you

measuring their ull value? Use AdWords conversion

tracking and Google Analytics to optimise your mobile

site, then continue to test new designs based onperormance. Meanwhile, remember to take into

account users who are researching on mobile

devices but converting on desktop. By considering

these interactions, youll develop a uller picture o

the opportunity that mobile drives across all devices.

In SummaryFor years mobile has been seen as an important

part o advertiser plans or the uture. But the

increase in mobile search activity, the mobile-

specic ways in which advertisers can now engagewith users and the online and ofine returns being

generated rom mobile devices mean that in 2012

we are seeing the mobile potential realised at last.

12 Google Mobile Ads Blog Adwords


12/88

10

1.2Mobile video

Clicks vs Impressions Its not just about CTRs,

video completion rate (VCRs) and brandengagement matter as well

Mobile video advertising sits at the intersection

o two o the astest growing market segments o

digital advertising mobile advertising and digital

video advertising. Mobile advertising rose 157%

in 2011 to 203M and video advert ising rose 100%

to 109M o the 4.8B internet advertising market

in the UK that grew 14% last year. With over 25M

people using the mobile internet every month and

over 27M people streaming content when they go

online, the mobile video advertising opportunity is

one that every marketer needs to consider. The year

o mobile has nally come and gone, and consumers

are clicking play in video players and using apps at

an unprecedented rate so every brand advertising

campaign should actor mobile video into its plan.


13/88

11


YuMe is a global multi-screen digital video advertising

service and solution provider that drives brand

results and publisher revenue. YuMe solves the

audience ragmentation problem with sotware and

aggregates TV-scale audiences with data sciences.

The Broadband Connected, High DenitionScreen That Extends the Reach and Frequency o TV

by Yume

The long held belie that mobile is best or only

location aware direct response is nally giving way

to the power o the platorm or branding. We use

our mobile devices now or more than portrait modeutilitarian activities such as communication, search,

and location. We are increasing rotating the device

into landscape mode to watch a video, play a game,

or consume content. We are leaning back and killing

some time to be entertained and inormed at all times

o the day. Furthermore the rise o tablets as both

primary and second screen media consumption

devices is creating even more lean back branding

opportunities. Touchscreens have revolutionised

advertising as 27% o respondents claim they are

more likely to interact with ads because they have

a touchscreen (Three Device Lives, IAB, Dec 2011).The smartphone and tablet are now both a lean

orward direct response opportunity and a lean

back brand advertising platorm that should be

planned in much the same way you plan or TV.

Mobile video oers some unique brand campaign

opportunities you dont get with traditional TV or

even online. A great TV commercial is and always

will be, a great TV commercial, regardless o screen

so when you have one you are always looking or

ways to extend its reach. Mobile video provides the

opportunity to take your existing creative and re-mixit or the mobile screen and add interactive elements

that leverage the unique capabilities o the devices.

By adding touchscreen, orientation, accelerometer,

and location elements to your existing TV creative

you enable consumers to engage with your brand

message in new and unique ways. Overlea are

some examples o mobile video ad units:


14/88

12

1.2 Advertising on mobile

Pre-roll on mobilePre-Roll is a 5 to 30 second video advertisement

that appears beore the desired videocontent or mobile application.

Brand customizable pre rollMobile video ad is enhanced by an interactive &

branded overlay. The overlay is displayed on the

bottom right o the screen throughout the video

ad, making it more relevant, inormative, and

compelling with subtle branding elements.

Multi-interactive mobile videoFull screen pre-roll ad overlaid with up to 5 interactivity

icons that enable urther engagement with the brand.

Mobile 2Motion2Motion mobile ad unit eatures a ull-screen

rich media ad or 3 seconds ollowed by a video

ad with the options or urther engagement

with the brand overlaid as tap to actions.

Mobile Tap2Motion

Tap2Motion mobile ad unit eatures a ull-screenbanner or rich media ad that appears beore the

desired video content or application and allows

the user to either play video or connect with social

networking and ecommerce brand destination sites.

Multi-interactive mobile video

Mobile Tap2Motion

Mobile Tap2Motion


15/88

13


Mobile FlipMobile Flip leverages interactions specic to smart

phones & tablets. It is a ull-screen branding experiencethat enables a tap or a swipe to switch between video

ad and branded display. Mobile Flip allows or multiple

interactivity options, all inside the ad experience.

Mobile video has proven to be one o the most

eective brand advertising tools over the last 2 years

with video completion rate on average in excess o 70%.

Consumers watching video advertising on smartphones

and tablets oer advertisers the ability to increase brand

awareness at the top o the marketing consideration

unnel, and the interactive nature o these devices allows

or brand engagement and purchase consideration toenable perormance based advertising to succeed.

The rules o brand advertising have not diered

dramatically over the last 50 years; drive awareness

o the brand in order to increase consideration and

purchase. Mobile advertising has been established

as an always on and always available perormance

platorm, but now with the growth o mobile video

as a consumer entertainment medium, driven by

scale o audience, technological developments;

quality o picture, screen size and consumer

adoption, mobile video advertising allows brandadvertisers the ability to drive awareness and brand

consideration on the very devices which are closest

at hand and accessed more than any other brand

platorm. Isnt it time that your marketing harnessed

the power o mobile video brand advertising?


16/88

14

1.3Social media

Social media is becoming increasingly mobile

as consumers are accessing social content whilston the go. According to a study by comScore, 35%

o UK mobile users access social networking sites

on their mobile phones and more than one third (36%)

o UK consumers are using social platorms such as

Twitter and Facebook to interact with brands.1

Advertisers are capitalizing on the convergence

o mobile and social by integrating social media

with their mobile advertising campaigns to extend

the connection between the consumers and

the brand beyond the lie o the campaign.

Social media is the ultimate viral marketing tool

and there are ew reasons not to include it in

a mobile campaign. The integration o mobile

advertising and social is seamless because the

technology and the user experience are similar.

Social media has a positive novelty actor eect

and makes the brand cool, resh, and up-to-date.

It also extends reach and helps with acquisition.

I your brand has a Facebook page or Twitter prole,

dont orget to include but tons in your ad to take your

users there. Its an easy rst step toward bringing social

media into your ads, and its also quite eective. Across

a sampling o ads that included social media buttons,

4% clicked to Facebook, 5% clicked to Twitter and 20%

clicked to Instagram2. I there are multiple social media

buttons, Facebook typically gets the most clicks.

Mobile display ads that include social media sharing

engage users even more than linking. Facebook user

generated content osters creativity and leverages social

graphs to add virality. Branded messages received rom

a riend resonate more with consumers, so savvy mobile

advertisers will oer opportunities or users to create

compelling content such as videos or pictures that

can be shared. On average, 9% share user generated

content on Facebook and 13% o users share a branded

message on Twitter.2

1 Fishburn Hedges and Echo Research

2 Celtra, Inc.


17/88

15


Celtra Inc. is the global leader or rich media mobile

advertising and analytics across mobile devices.

AdCreator 3, used directly by top agencies, publishers

and ad networks in more than 18 countries, is the

only complete, SDK-agnostic platorm or building,

managing and tracking eective rich media mobile

advertisements. For more inormation, visit Celtraat www.celtra.com or @CeltraMobile on Twitter.

Twitter is eective or orwarding branded messages

that users are excited about. Ads can include a Canned

Tweet which allows users to Tweet a message directly

rom an ad. A Twitter Feed component integrates aTwitter eed directly into the rich media ad. Users can

interact with the eed by swiping up or down the device

screen to move through the items in the eed.

I the goal is customer acquisition, oursquare drives

oot trac by encouraging users to nd a location

nearby and check in. National brands that run dierent

promotions regionally nd oursquare highly eective

as it allows geo-targeting o specials, coupons or

other messages.

A recent study conducted by Simply Measured

showed 40 percent o the top 100 companies inthe world have integrated Instagram into their

marketing strategies. Instagram has proven eective

or advertisers looking to capture the attention o

the hipster crowd by encouraging them to share

brand enthusiasm by creating cool photos.

Foot Locker recently launched a mobile

advertising campaign that encouraged Instagram

users to tag pictures o themselves wearing their

avourite sports shoe using #kickstagram and

@ootlocker. Uploaded photos had the chance to

be showcased on Footlocker.com, the Foot LockerFacebook page as well as in store windows.

The convergence o social media and mobile

advertising is critical, and the ability to create highly

relevant, contextual advertising is a powerul step in

the right direction or advertisers. Social media

empowers consumers to identiy with a brand

by allowing them to interact with entertaining

content and share it, creating powerul brand

advocates or marketers and advertisers. Always

include social media in your mobile campaigns

as it drives high engagement and extends themedia buy beyond the lie o the campaign.

Social Media and Mobile

by Celtra


18/88

16

1.4Display advertising

Display advertising on mobile and tablets has

many similarities with digital advertising. Campaignscan be broadly split into brand advertising or direct

response, oten known as perormance advertising.

The path you choose depends on your campaign

goals and objectives and, once these are decided,

the other elements o the campaign will ollow.


19/88

17


Millennial Media is the leading independent mobile

advertising platorm company. Our technology, tools

and services help app developers and mobile website

publishers to maximize their advertising revenue,

acquire users or their apps and gain insight about

their users. We oer advertisers signicant audience

reach, sophisticated targeting capabilities and the

ability to deliver rich and engaging ad experiences

to consumers on their mobile connected devices.

by Gavin Stirrat

Managing Director EMEA, Millennial Media

Brand AdvertisingBrand advertising on mobile will be bought as

a CPM (cost per mille thousand) impressions. It isimportant to understand your target audience and

then choose the appropriate methods or reaching

them. Types o targeting on mobile include:

Tactical Targetingreach consumers based

on the characteristics o their device and data

connection; e.g device, OS, network, wi-

Content-Based Targetingreach consumers

based on the types o content they are

currently consuming; e.g. automotive, nance,

games, music, news, social, sports, etc

Demographic Targetingreach consumers

based on their demographic characteristics,

or example age, gender, household income

Behavioural Targetingreach consumers

based on real-world actions and behaviours

Contextual Targetingreach consumers based

on what is happening around them at that moment;

e.g. location, day parting, competitive conquesting,

situational at an event; at an airpor t; in a hotel

Local/Proximity Targetinga subset ocontextual targeting, that enables the advertiser

to present relevant oers to consumers at

the right moment, in the right place

Retargetingreach consumers who have

already expressed interest or exhibited

avourable intent or your brand or products

Millennial Medias targeting technology

enables brands to connect with real-world

audiences, in the right place at the right time.


20/88

18


Perormance/DirectResponse AdvertisingThis is an advertising approach where the

action being inspired by the advertising is measured.

There are many types o direct response campaigns

and these can be broadly categorised as ollows:

App Download/Upgrade

Lead Generation/Capture

Enroll/Join/Register

Site Trac

Orders

Perormance advertising can be bought on a variety

o metrics, including: cost-per click (CPC), cost-per-

download (CPD), cost-per-install (CPI), cost-per-

acquisition. CPC is by ar the most common approach.

An important element o any perormance campaign

is the ability to instigate conversion tracking. This

process reports when a conversion event takes

place. It is possible or the media owner to track the

campaign, or employ a third-party tracking service.

This process is covered in more detail elsewhere

in this handbook. By implementing conversiontracking, the campaign can then be optimised.

OptimisationThis is an analytical process that takes place

when your display advertising runs over multiple sites.This is particularly true when taking advantage o

a mobile ad platorm or network. By monitoring the

conversion insight it is possible, through the use o

technology and data analyst intervention, to make

improvements to the campaign by ocusing parts

o the budget on the places that are delivering the

best results or example specic types o sites,

a time o day, etc.


21/88

19


Ad FormatsWhether conducting advertising in-app, or

via mobile web, there are ve main types oadvertising opportunity to consider:

Standard Banners

There are a wide range o banner sizes available,

with some o the most common listed below:

480x60

728x90 Leaderboard or smartphone or tablet

320x50 MMA Global Ad Unit or smar tphone

320x53

300x250 MPU MMA Global Ad

Unit or smartphone or tablet

300x50 MMA Global Ad Unit or smartphone

216x36 MMA Global Ad Unit or eature phone



468x60 Banner or tablet

1024x768 iPad ull screen

All o these banners can be static or animated.

Rich Media

A sel-contained ad experience that can be tailored to

accommodate complex client goals. The consumer is

kept within their content experience and the advertising

content is all served directly within the ad unit. Includes

ull-page expandable ad units, games, mobile video

or other bespoke content. The wide range o post-click

destinations and customisable eatures - including

access to device unctionali ty such as accelerometer,

GPS, etc - provide advertisers with an opportunity toexpand upon the initial consumer conversation.


22/88

20


Full-Page Interstitial

Oten ound in game apps between levels,

or in magazine-style content, between pages.

These can be static, or include video, social media

integration or other rich-media unctionality.

Mobile Video

Eciently extend digital and TV creative onto the mobile

platorm and give consumers a lean-orward experience

that starts a dialogue. Opportunities include video

interstitial, pre and post-roll, inline and click-to-video.

Sponsorship

Provides 100 percent share-o-voice within the

publishing channel chosen and oten includesthe opportunity to integrate advertising with

the content itsel. Campaign scale is limited

by the reach o the site or app chosen.

IAB Rising Stars FormatsThese are a suite o ve Rich Media ormats, designed

to propel brand creativity on mobile devices, at scale.

The placement o these ads is publisher dependent,

but as more publishers adopt these ormats it

should enable even greater creativity within brand

campaigns. Further details can be ound on the

IAB website (www.iab.net/risingstarsmobile).


23/88

21


Future TrendsAs an ever-growing number o brands include

mobile within their marketing plans, the proportiono the overall budget will increase, to edge

closer to the time spent with the medium.

Brands who test a mobile campaign or the rst

time oten gravitate towards a perormance model

as this can easily be evaluated and the ROI calculated.

Increasingly however brands are realising the imperative

need to use mobile to engage consumers with

outstanding, rich-media creative. When beautiul ad-

ormats are created and social media tools integrated,

the innate desire to share is encouraged, allowing

bought media to also drive earned media value.

Sophisticated brand marketers with experience running

mobile campaigns understand that a reach gure or

mobile is not enough. Quality is o growing importance.

As a result, ever more intelligent methods will start

to appear to target brand audiences, using a wealth

o data available and the unique attributes o mobile

devices, to deliver the right message, to the right

consumer, in the right place, and at the right time.

Buying Points Ad Platorm/NetworkThere are a large number o mobile ad networks

operating within the UK, each with their own set o

competencies and it is impor tant to choose the one

that best ts your campaign objectives. Mobile ad

networks aggregate a large number o publisher

sites and apps together, to provide scale and reach

when conducting your advertising campaigns.

There are two distinct classications o ad

network Premium or Blind however a number

operate across both disciplines. A premium network

consists o a larger proportion o the premium

publisher inventory and portal sites, along with the

most well-known apps and long-tail developers. It is

possible to receive site lists or where your campaign

may run and target by a variety o variables. Whilst

these networks will run perormance campaigns,

they take a higher proportion o the brand spend.

Blind networks are oten the largest in terms

o number o impressions oered, however

it is not generally possible to have sight o

where your campaign runs and as a result

perormance campaigns are more common.

Buying Points Publisher DirectA smaller group o individual publisher sites,

oten with a prestige outside o mobile, or

example large media conglomerates, broadcasters

and major online portals. Inventory is usually sold by

a direct sales team, or by a single network under an

exclusive relationship. A larger percentage o brand

campaigns are bought directly as it can give the

advertiser particularly i they are new to mobile

the security to know exactly where their advertising

content will run. Scale and optimisation opportunitiesare limited as a result o the single-site buy.


24/88

22

1.5A liate marketing

Mobile: the magic word o the decade. The rapid growth

in the use o smartphones and tablets, high-speedmobile telecommunications networks, and sophisticated

operating systems such as iOS and Android, are

transorming the way we research and buy goods.

But while the spotlight in recent years has been on

such things as mobile apps, mobile display and mobile

PPC, mobile aliate marketing seems to have been let

in the shadows.

Yet online aliate marketing, whether mobile or PC-

based, signicantly extends the reach and infuence o

advertising and marketing campaigns. It generates new

and highly qualied leads; underpins highly targeted

and tailored promotional campaigns; can be accurately

tracked, measured and analysed or business benet;

and helps to build brand reputation and awareness

through association with trusted, sometimes highly

infuential, third party websites. It does all o this in

a risk-ree CPA metric. In shor t, whats not to like?

With mobile commerce growing at an exponentialrate, estimated to account or 20% o all sales this

Christmas, there is an immediate opportunity or

those advertisers that embrace m-aliate early on.

Here I discuss the steps needed to be

taken by advertisers to do just this.


25/88

23


A leader in perormance-based digital marketing/

technology, responsible or pioneering aliate

marketing across Europe and the rst to ully

integrate m-commerce, helping its clients

harness the potential o mobile marketing.

Dene your aliate objectivesWhat do you want your aliates to drive? Customers

that buy direct on mobile? Those that buy throughyour app? Footall in store? Tracking technology

can enable aliates to drive interested customers

straight to your m-commerce store or to download

and buy via your app. It also enables aliates to

motivate people to visit their high street shops with

a range o location-based mobile oers designed

to integrate seamlessly with in-store till systems.

O course, or any o the options to be truly successul,

its important or an organisation to understand

clearly which one (or more) they most want to push,

and to build their mobile aliate strategy aroundthat. Your aliate network should be able to work

with you to deliver this pre-dened strategy.

Each o these routes can be accommodated through

the same advertiser/aliate perormance-based

reward system as traditional online aliate marketing:

its simply a case o dierent metrics, measured and

analysed using the networks tracking technology.

Get aliate tracking on yourmobile siteIncorporating tracking on to your mobile site is

paramount to taking advantage o the aliate channel.

Contrary to a common misconception, m-commerce

tracking is extremely simple to incorporate as it is

identical to standard aliate tracking and your network

will be able to support you in implementing this on your

m-commerce site.

Once the tracking is live you can airly and accurately

reward your aliates or the trac that they send you,

as well as start planning sales-generating activity

with them to drive incremental value through yourm-commerce site. Those clients that can integrate

tracking can steal a march on competitors that are slow

to take advantage o the value that m-aliate oers.

by Neil Ranatunga

Head o Mobile UK & Ireland, Tradedoubler


26/88

24


Clean up the user journeyCustomers who reach your mobile site or app via an

aliate are generally closer to the point o purchasethan those coming in rom general mobile display

campaigns.

Advertisers can help to harness this opportunity

by making sure the purchase process is designed to

maximise conversion. Interstitial pages encouraging

users to download an app rather than continue to

purchase via the m-commerce site, and sites that

dont allow customers to deep link to specic pages,

but rather redirect to a mobile homepage will

negatively aect your aliates conversion rates.

Those advertisers that work with their aliate networkto optimise the journey will quickly become preerred

partners o the major aliates as well as increase the

conversion rate and thus sales o their aliate trac.

Develop communication channelsinternally and externallyMany advertisers have separate mobile and

aliate teams. Aliate marketing, more than any other

marketing channel, is centred round relationships and

as such, eective communication is pivotal. This extendsboth internally between those that determine mobile

strategy and the aliate managers, and between

mobile managers and the aliate network. Establishing

a good dialogue will allow you to maximise the ability o

your aliate team and network to grow your m-aliate

programme.

Advertisers can help to

harness this opportunity bymaking sure the purchase

process is designed to

maximise conversion


27/88

25


Learn, test and utilise expertiseAliates have established themselves in the mobile

arena or several years now and centre round the cashback, voucher codes, price comparison and content

business models. Although ubiquitous in e-commerce,

these aliates can work very dierently in the mobile

space and its important to understand these dierences

and incorporate them into your promotional planning

process to ensure that you optimise your m-aliate

programme. Dont be araid to try new ideas or

approaches, learn rom your initial successes and

challenges in the m-aliate space and lean on the

expertise that your network and aliates can oer you.

Talk to your networks head o mobile or equivalent tohelp advise you rom the star t alongside your account

manager to get the most rom your network. Start

planning m-aliate activity in conjunction with your

e-commerce plans and bring mobile into your strategic

planning to allow the channel to work most eectively.

Many leading brands have already grasped all this.

For those ollowing in their ootsteps, it is time or mobile

aliate marketing to take its rightul place at the top

table o mobile marketing strategy. You have nothing

to lose but sales.

For those ollowing in their

ootsteps, it is time or mobilealiate marketing to take its

rightul place at the top table

o mobile marketing strategy


28/88

26

1.6Mobile targeting

As consumers, we are always on-the-go and

rushing rom one place to the next all the while usingour smartphones and tablets to read and send emails,

catch up on breaking news, research fights and hotels,

listen to music, watch TV and videos, and so much more.

Because o this rushed mentali ty, consumers tend to

juggle multiple tasks at one time, are easily distracted

and want instant gratication. Geo-location targeting

allows brands to deliver their brands location-specic

message to users, wherever they happen to be. Be

it a mobile coupon or streaming video, geo-location

creates customer loyalty and a hook or purchases,

both online and ofine. For example, a ast ood

chain looking to grow its sales in a particular region

can target mobile users with a buy one, get one

ree coupon at locations in that area. Similar to other

mediums (e.g. online, TV and radio), brands can

segment their mobile ads by time o day. For example,

a ast ood restaurant like McDonalds could easily

leverage the benets o day-parting or meal time

periods to generate brand awareness and deliverrelevant oers. Whats important to understand here

is that brands must look at the nature o how their

consumer buys, layer that in with how they use their

mobile device and time their executions accordingly.


29/88

27


In addition, user context should be a key actor in

a brands mobile strategy. And its been seen that

contextually relevant mobile ads, when executed

well, can outperorm online display ads. So whatsthe reason or these increased click-through rates?

By placing a mobile ad within relevant content

on a mobile website or application, the ad then

becomes more engaging to users. That s a win-

win or both users and brands/publishers.

Mobile devices are everywhere. Kids, adults

and businesses alike are using these connected

devices to make their lives easier, more productive

and entertaining. As we prepare or the launch o

Apples newest iPhone (or iPhone 5, as some are

calling it), its important to understand the plethorao mobile devices being used by consumers.

Whether its one o the many iterations o the

iPhone, the myriad o Android-powered devices

or the latest range o tablets what seem

like are launched daily, each mobile device

attracts dierent types o demographics.

One o the biggest advantages o mobile as an

advertising medium is the eatures available on

smartphones and tablets, such as accelerometers,

cameras, longitude/latitude, GPS, payments, group

messaging (BBM/iMessage) and screen capture.Many o these device eatures have been used in

a rich media mobile advertisement by brands to give

the user an interactive and engaging experience.

All o these mobile targeting parameters point to the ar

reach and scope o advertising that can be achieved on

the small screen. Mobile is everywhere we look; its our

rst point o connection and engagement with brands

and media content. Understanding the capabilities o

these devices will prove invaluable to brands looking

to achieve key metrics, such as increased trac,

conversions, video plays, social infuence and sales.

Mobile is everywhere

we look; its our rstpoint o connection and

engagement with brands

and media content

by Amy Vale, VP,

Global Research & Strategic Communications, Mojiva Inc.


30/88

28

1.7

Location-basedadvertising

Location-based advertising has been around or a long

time. Thousands o years ago Egyptians used stone obelisksto communicate local laws and treaties. In the 1930s

merchants painted signs on walls to notiy locals that their

establishment sold horse blankets and rheumatism pills.

The products, ormat and delivery method has altered

slightly since then but the concept remains. Similar people

with similar interests reside in similar places at similar times.Take a look at a ootball an; they can usual ly be

ound in pubs, or around the UKs ootball grounds

during match times. Comparatively, i one wished to

target an AB1 audience, we might expect to nd them

in an airport business lounge or ve star hotel. In short,

we can assume a great deal about an individual rom

their location.

When Blis was ounded back in 2004 we specialised

in proximity marketing. One o our key platorms was

Bluetooth. The potential to target consumers walking

past a retailers store was hugely exciting but the reality

was less so. The data transer was slow, and compared

with todays Rich Media engaging ads the content

was not particularly inspiring allowing only images or

low quality video. With neither iPhone nor Blackberry

accepting these messages it quickly became apparent

that advances in technology were needed.


31/88

29


The rise o the smartphone, and with it the number o

people who are accessing the web on the move, has

created more opportunity to engage with consumers

using relevant content. Location and demographicinormation about a target audience can be reinorced

with data provided by the users themselves through

social networking and opt-in services. The result is a

level o audience visibility previously never envisaged.

The real challenge, thereore, lies not in the collection

o this marketable data but in the development

o the method that utilises it most eectively.

With the advent o Real-Time Bidding (RTB), we can

now gain access to rich, real-time user inormation

on a single ad-impression basis. The implication o

this is that the exact location o a user at a uniquemoment can be pinpointed rom data contained

within the bid request. A prole or the user can

be built allowing uniquely targeted adverts to be

served, signicantly impacting redemption behaviour

and click-through rates (CTR). The result is a more

engaging campaign and higher value conversion

as a larger percentage o clicks lead to valuable

actions. A less targeted campaign may see a similar

CTR but ewer clicks lead to the desired outcome.

Internet Service Providers (ISPs) hold huge volumes

o data on their users; they own the browsingsession and oten user inormation as well due to

account subscription. I incentivised to do so they

can manipulate the trac in a way that allows the

decoding o a bid request to identiy user location,

as well as being able to pass user demographics

in the milliseconds beore the ad is served. Forward

thinking marketers are already partnering with

ISPs to take advantage o this. For the ISPs this is a

complete game changer, this new approach opens

the door to an entirely new revenue stream.

BlisMedia oer advertisers the most targeted solution

or mobile. The Innity+ RTB platorm uses a range o

unique data sources to accurately reach audiences.

by Greg Isbister

CEO, Blis Media


32/88

30


Blis recently ran a test campaign to collect volume

inormation or a well-known smartphone manuacturer.

The rst ew days were run o network using a single

creative; the perormance was acceptable but notspectacular. Blis advised the client that by ocusing

the campaign and tailoring the creative to specic

locations they would signicantly improve CTR.

Blis optimised the campaign by targeting relevant

locations with bespoke time-targeted creative.

Graph showing eect o

optimisation on campaign CTR

The uture or location advertising is incredibly

exciting. With available bandwidth and device

capability advancing rapidly along with progression

in Near Field Communication (NFC), were only just

beginning to witness the potential with this ormat.

The ability to run a location based display and search

campaign, driving to retailers and tracking through

to NFC purchase doesnt seem too ar away. Lookingurther ahead, technologies, such as Googles Project

Glass, will augment relevant oers into physical spaces.

Those o us that are involved in shaping this uture

have a responsibility to ensure the technology is used

to benet both consumer and brand. Were now at

a stage where we can identi y who you are, where

you are and what interests you might have. The

result o this should be more relevant ads allowing

consumers to make inormed purchasing decisions and

enabling brands to spend budgets more eciently.

Date in September

CTR%

1

0.8

0.6

0.4

0.2

0

Time period o optimisation via location

01 02 03 04 05 06 07 08 09 10 11 12


33/88


34/88

32

1.8Real-Time Advertising

What is Real-Time Advertising? Real-Time Advertising (RTA)

is a means o buying and selling mobile inventory via aully automated, instantaneous auction. By treating every

ad impression as a unique, biddable entity and not as a

bulk sale, and by automating a large part o the trading

process, RTA ensures greater control and transparency

or buyers, and the best possible price or sellers.

The non-RTA approachThe best way to understand RTA is by understanding

what happens in non-RTA scenarios. Publishers

with inventory to sell currently have several

choices. They can enter into direct selling and

tenancy or sponsorship arrangements, or, or

the large majority o remnant inventory or non-

premium sites, they can plug into ad networks.

At this point, they typically employ ad routers which

allocate ad requests between buyers on the basis o

platorm or geography. These usually daisy chain

requests, whereby an ad request not lled by network

A is sent to network B, and so on. This addresses the l l

rate, but it doesnt necessarily provide the best price.

Enter yield optimisation platorms. These address

the value issue through historical data, to decide

which buyer is most likely to provide the best price

based on attributes such as device type and users

country. But yield optimisation is not the last word,

because each platorm needs to be integrated with

many ad networks on a case-by-case basis, creating

complexity. Yield optimisation is not in real time.

So, how to address these issues? How to maintain

ll rates, enable the best pricing or buyers and

sellers, and do this all in real-time on platorms

that do not need bespoke resources?


35/88

33


Adonic is the smarter buying platorm or

mobile. We oer advertisers and agencies

access to the broadest range o mobile inventory

sources through a single buying point.

RTA: rom queues to crowdsThe answer is RTA. Here, instead o the daisy-

chain queue, its an all-comers auction. Each adrequest is shown to all interested buying partners

in an instantaneous auction model. Partners have

a split second to decide whether they can serve

against the request, and i so how much they are

willing to pay or it. I the criteria are met, they

place a bid. Whoever bids the highest, wins.

The whole process takes less than 100 milliseconds,

and, with several thousand ad requests per

second coming through across many exchanges,

all participants, whether auctioneers (sales-side

platorms) or bidders (buy-side platorms or adnetworks), must have technology that handles this

trac in a timely, reliable and robust manner.

Although not integral to RTA, the second-price

auction model is common in RTA systems. In this,

buyers submit bids without knowing what others

have bid. The highest pr ice wins, but only pays

the second-highest bid. This is an eective pricing

model, as it encourages buyers to state what they

believe to be the value o an impression, rather than

bidding against each other and applying upward

or downward pressure. Possibly the most amousexample o a second-price auction model is eBay.

by Paul Childs

CMO and co-ounder, Adonic


36/88

34


Buyers love RTAThe major benet o RTA or buyers is access. Demand-

side ad platorms powered by ast algorithms canbid against the whole o the RTA-enabled market.

Sophisticated sel-service campaign management and

inventory buying systems become single buying points,

oering reach across billions o ad requests per month.

Another huge benet is targeting. Most xed-price

campaigns are matched to criteria such as device

type or platorm, mobile operator and territory, plus

some publisher inormation such as vertical or channel.

But with RTA there is an opportunity to bring in much

more demographic and behavioural data, and ocus

on audiences that may be more likely to convert basedon current data or past behaviour (called retargeting).

This is achieved by combining rst-party data that

is, the inormation supplied by advertisers with

second-party data that the buyers own, complemented

with third-party data bought in. This combination

provides an incredibly dense, rich audience prole.

I there is a second-price auction, buyers also get

more control by setting the price they are will ing to pay.

They dont need to negotiate prices any more, or raise

or lower prices to try and get a steal on their competitors.

The process really is about air bid pr ices that aredetermined by the collective intuition o the marketplace.

There are other benets too. RTA gives buyers more

transparency, in that they can choose exactly which

exchanges and publishers they want to deal with.

The process, as its name suggests, occurs in real time,

so prices are current and consistent across all inventory.

And simply automating a large part o the buy/sell

process makes it all much more ecient and eective.

The major benet o RTA or

buyers is access. Inventorybuying systems become

single buying points, oering

reach across billions o

ad requests per month


37/88

35


Sellers love RTAFor sellers, RTA is quite a simple proposition: they

know that theyre getting the best possible priceor each and every ad impression, because the

marketplace has established the right level.

The dynamics really are like an auction (again,

like eBay). More bidders bring more credibility as they

make an ad impression more likely to be sold and create

a more realistic market or impression-level bidding.

Mobile challengesAs technology has enabled RTA, it is establishing

a oothold in online display advertising which,

compared to mobile, is a relatively simple, uniorm

environment with a limited number o browsers and

platorms, tied together via cookie technology.

Whats holding back mobile RTA is ragmentation

o many operating systems and devices, which

simply do not have the cookie technology available

to tie this all together. For example, iOS app trac,

which accounts or a signicant amount o mobile

advertising, does not use cookies. The only other

way to establish a users identity is via device IDs,

and that raises a whole ra t o security concerns.

The FutureMobile needs to address its challenges i RTA is to

become successul. It needs a scalable way o trackingusers that does not impinge on their privacy, and

that works across multiple devices and platorms.

But mobile is stil l young, and mobile RTA is still

very much work in progress. As RTA has continued

to establish itsel in the online world, the lessons

learned will be applied to mobile when these

barriers are overcome. The potential is large enough

to act as a spur: sellers relish the opportunity

to maximise the value o their inventory, while

buyers likewise cherish the ability to extend their

reach, improve eciency and gain control.


38/88

36

1.9Mobile messaging

Mobile messaging can complement traditional

media by driving customers through their purchaseliecycle. A multi-channel approach to mobile

communication can help brands achieve their

business goals and maximize eectiveness.

Mobile messaging channels include:

SMS (Short Messaging Service) is the most

immediate and ubiquitous means o mobile

communication today. It has a technical limitationo 160 characters o text but is accessible to nearly

everyone on the planet. Many businesses already

use SMS to engage with consumers. SMS allows

brands to deliver one and two-way communication

and even though it doesnt enable the same multi-

media creativity o other messaging types, it will

remain the predominant messaging type or years

to come as brands creatively exploit its unmatched

ubiquity, reach and proven reliability.

Research by Ocom shows that almost 94% o

SMS messages are read within ve minutes obeing received, which makes its eectiveness

and reach or certain campaigns unequalled

compared to other messaging types.

MMS (Multimedia Message Service) today enables

up to 400Kb o rich media such as pictures, audio,

or video to be delivered to MMS-capable phones.

Examples o MMS include: branded advertisements,

mobile coupons, interactive surveys, music videos,

sports highl ights and display ads. However, not

all phones are MMS-capable, which limits the

addressable market. Eective display o an MMSmay also require the sender to know the recipients

handset type. Companies like Virgin Media have

shown click-through rates greater than 80% when

deploying MMS campaigns appropriately.

Push Notications are sent directly to a mobile app

on a smartphone. Assuming a brand has an app,

the customer has installed it and opted-in to receivePush Notications, brands can then send product

updates, coupons, brand awareness promotions,

or any other messages. Despite its many technical

pre-requisites, Push allows or cost-eective ongoing

consumer engagement with the brand as well as

allowing better ROI on the investment in the app.

E-mail has been a popular orm o mobile

messaging in the business community ever

since BlackBerry created the mobile e-mail

market. With smartphone penetration increasing,

an increasing amount o e-mail campaignsare optimised or mobile screens. However,

mobile e-mail still lags behind SMS in terms o

eectiveness due to the dierences in consumer

attitudes towards SMS (short bursts o useul,

important inormation) versus e-mail (longer,

less intrusive and less important inormation).


39/88

37


by Open Market

Key questions marketers should ask

BEFORE using mobile messaging:

Having understood the dierent the types

o mobile messaging, marketers must ask

themselves important questions when

considering a mobile messaging campaign.

Why am I choosing to senda mobile message?Does the brand want to drive a specic purchase

action, build or nurture a relationship, provide some

one-o or ongoing inormation/conrmation? Be sure

the use o technology is relevant to the commercial

objective o the brand and isnt just a vain scienceexperiment or an attempt to keep up with a competitor.

Why is the end user receivingthe message on their mobile?The brand may have decided to send

a mobile message but that doesnt mean

the end user wants to receive it. Be sure to:

Get the opt-in o the consumer either through

explicit action (such as texting to a shortcode

or clicking a check box) or unambiguously

implied (e.g. people submitting phone numbers

on inormation orms). Remember: unwanted

messages endanger your brand and risk your

relationship with consumers. Thereore resist

the temptation to buy large-scale mobile lists.

Conrm that mobile is relevant to the brands

relationship with the end user. The brand must

understand its dierent market segments and

target the mobile audience accordingly.


40/88

38


Can the end user receivethe message?The agency may have the latest smartphone

with unlimited data plans and installed

applications but that doesnt mean the end

users do as well. Be sure to choose the right

message type or the intended audience.

What happens once themessage is sent? Mobile messaging is immediate, so i your end

user is engaged by the message the brand must

have eective processes set up to handle the usersresponse. What happens i they do press reply?

Dierent messaging types are better

deployed or dierent times in the customer

lie cycle. Plan to evolve your messaging

strategy as your campaign matures and the

relationship with the end-user develops.

I the brand wants to encourage interaction,

they must be committed to ongoing dialogue

and publicise mobile messaging paths in

other ongoing existing communications.

How am I going to sendthe messages?Developing in-house capabilities, using a digital

agency or a messaging aggregator are all options.

The marketer needs to choose what is most

eective and reliable or them and their needs/

capabilities. I youre going to an external provider,

consider a partner that understands the importance

o the brand and can provide technical reliabi lity,

scalability and evolution or today and the uture.

Have I planned mybudget properly?Like other messaging types, mobile is rarely

eective without proper investment. In addition:

Both SMS and MMS typically at tract a per-

message ee. As a result the brand has to

accept that budgets are unlikely to be xed.

As with postal messaging, mobile messaging

typically has a transit cost. Unit prices typically

refect quality o service. A second class stamp can

arrive promptly, but i you want a rst class service

then expect to pay extra or a rst class stamp.

Final wordMobile is by denition ever-changing. To best

exploit mobile, brands have to embrace a long

term investment in the channel and expect to

evolve with their customers and the mobile

technologies that they choose to use. Using

mobile messaging to persuade a consumer to

invite your brand into their lie via their phone is

a delicate situation that requires careul thought

and consideration. Do it badly, and you seriously

damage your brand and your relationship withexisting and prospective customers alike. But do it

well, and you can establish a valuable and productive

understanding with consumers that delivers

unparalleled and ongoing success or your brand.


41/88

Chapter Name

39

0.0


42/88

40

1.10Tablets

Over the past two years, the tablet market has

exploded with IDC predicting over a 100m sales,globally, this year. By 2016 this is projected to be 375m1

The Communication Market Report rom Ocom identied

that 11% o UK households already own a tablet device.

I we look at cumulative sales o the iPad recorded

seven quarters ater launch and compare this with the

iPhone, the results are staggering. Over this period

the iPhone had recorded cumulative sales o approx.

17m. Over the equivalent period ater launch o the

iPad, Apple had recorded almost 60m unit sales2

As new devices are activated each day and consumer

usage increases we are now also seeing the rise o

tablets in business. In a recent study o business leaders,

65% strongly agreed/agreed that they wil l be using

their tablet device more so than their desktop computer,

in uture3. This is a signicant shit and underlines the

ease o use that always on tablet devices oer.

iPad growth rate is phenomenal

Cumulativetotalunits

sold

(thousands)

Quarters ater launch

60000

45000

30000

15000

0

1 2 3 4 5 6 7

iPad

iPhone

iPod

Source: Asymco

1 Forrester Research

2 Asymco

3 Forbes Untethered Executive Report


43/88

41


The Financial Times, one o the worlds leading business

news organisations, is recognised internationally or

its authority, integrity and accuracy. Providing essential

news, comment, data and analysis or the global

business community, the FT has a combined paid pr intand digital circulation o 600,000 (Deloitte assured,

April 2012) and a combined print and online average

daily readership o 2.2 million people worldwide (PwC

assured, November 2011). FT.com has over 4.5 million

registered users and 285,475 paying digital subscribers.

The newspaper, printed at 22 print sites across the

globe, has a daily circulation o 297,225 (ABC gures

June 2012).

Many publishers are claiming signicant revenues

being generated rom tablets, via subscription sales &

advertising, and its clear to see why. Those o us that

own tablets are nding new ways to use them all o thetime. Whether its doing the weekly shop, reading the

latest news, catching up on that TV show and so on,

were all turning to our tablets to aid us in our daily lives.

It is said by some that the tablet is essentially a media

consumption device. Its hard to argue with this although

its important to note that using a tablet to make a retail

purchase is, according to another recent IAB study,

the task that those surveyed most used the device or.

Reading news content came a very close second

within 1%, in act.

by Financial Times


44/88

42


Its been interesting to see how content providers

have tackled this, still very new opportunity and

also the evolution o the advertising opportunities.

From static, hard coded ads, initially, to rich mediaexecutions that is now becoming more prominent.

Interaction and CTR rates remain higher than

the equivalent campaigns running on desktop

websites. The novelty actor, that many thought

might have explained this in 2010-11 does not

appear to be wearing o.

A recent IAB study showed that 47% o tablet owners

interact with ads every week4. This study reports

that the vast majority o these people were likely

to take some action. Studies like this indicate that

the tablet is a great platorm or advertising and

the engagement, interaction and CTRs weve been

seeing over these past two years underline this.

Tablet apps, native or web/HTML5, provide a great

environment or the types o brands that have hitherto

not taken to digital advertising in a big way e.g.

luxury brands. Content providers are tapping into this

and are striving to create new ways o making sure

their proposition is the right t or these brands.

Exclusive research conducted by the FT to agencies

and clients around the globe enorces this by ndinga clear enthusiasm or tablets, with respondents

anticipating a greater proportion o marketing

budget to be allocated. Advertisers are highly

encouraged by the improved creative executions

and the ability or improved engagement.

4 IAB Mobile Marketing Center o Excellence released

Mobiles Role in the Consumers Media Da y,


45/88

43


Content providers need to ocus on detailed

campaign reporting and make this available

to advertisers yet this is not a given.

Basic level inormation like the number o ads

served and tapped on is oten not oered to

advertisers. This needs to change, and ast.

In the case o the FT, we have developed a proprietary

reporting system, Deep View that enables us to

report back to advertisers on who has been viewing

and responding to their ads. With our own audience

registration data and also third party licensed

data (Cameo and Dunn & Bradstreet), advertisers

have access to extensive reporting on who has

been exposed to their campaign, including users

position in company, their area o responsibili ty,

their industry sector and much more alongside what

perhaps should be the standard ad impressions

delivered and number o clicks recorded.

It is important to provide marketers with insight

into how their campaigns are perorming, not only

or evaluation purposes but also crucially during

their campaign, allowing us to take a proactive

approach to all our account management. This is

what Deep View reporting enables us to do.

As the market becomes more mature, marketers willdemand more inormation and transparency in order

to make the best possible decision on what tablet

opportunities are best or them and their brands.

Those that hold data and utilise it well will benet

by seeing more investment rom advertisers.

These are exciting times. Long live the tablet!

As the market becomes

more mature, marketers willdemand more inormation

and transparency in order

to make the best possible

decision on what tablet

opportunities are best or

them and their brands.


46/88

44

1.11Mobile creativity

We believe there are our key elements to great mobile

creativity; truth, selectivity, responsiveness and experience.

Responsiveness

Experience Selectivity

Truth


47/88

45


How to do breakthrough mobile creativity

by Stean Bardega, Managing partner, MediaCom

1. Build your mobile ideaaround a Real World TruthHow do you build an amazing creative idea or mobile?

Well the rst point to make is that mobile might well

be the answer but it should never be the question.

The start point should always be the audience not

the platorm. Once you understand your audience

you can develop your view on the role o mobile

as a platorm and build the idea rom there. This

understanding o the audience should lead to a human

or category truth: we call these Real World Truths.

A good example o how a real world truth can

lead to cutting edge piece o mobile creativity is

the Backseat Dr iver game rom Toyotas Toy division.

This game arose rom the real world truth that kids

have a bit o a love hate relationship with cars: they

love pretending to drive them but hate it i they are

orced to be a passenger inside one or too long.

So Toyota developed a game that enabled kids to drive

the car in a virtual world (that precisely replicated the

real world their ather or mother was driving through)

by deploying GPS tracking. Turning was made possible

by the gyroscope and the driving was gamied by

adding points or good steering. All o this smart use

o mobile technology was made relevant by that singlereal world truth which is why creatively it stands out.


48/88

46


2. Be selective about whichmobile technologies to useBackseat Driver is a great example o a native mobile

application being deployed creatively. Indeed to have

that level o interaction and access to phones hardware

would have certainly required a native application to

be built. However creativity in mobile is not just about

apps anymore. Inact rich creative experiences also

increasingly involve newer emerging mobile disciplines

or technologies such as NFC (Near Field Communication)

or HTML5. The mobile web language o choice (HTML5)

is one o the astest growing creative platorms or

brands and oers a rich creative experience (with

most o the unctionality and interactivity you wouldexpect rom an app) but powered by the web rather

than native programming code. The HTML5 approach

has 3 major benets over apps; rstly you build once

or all platorms rather than individual builds or

each, secondly you can update changes instantly

rather than waiting or the user to update their app

and thirdly it is generally signicantly cheaper.

The above example or the movie American Pie the

Reunion was developed using HTML5 and enabled

the user to add a calendar entry or the opening

weekend o the movie, view the trai ler, connect to theFacebook page plus take a photo o themselves with

the cast. All rom within a mobile ad on a browser.

So i you are trying to create a branded experience think

careully beore building an app; make sure you select

the right combination o technologies and disciplines

to match both your audience, idea and objectives.


49/88

47


3. Build responsivecreativity through dataMobile creativity is increasingly about being responsive.

Responsive not only to the user interaction but also

to the user environment. This is made possible by the

new types o data points made available on mobile

devices such as location, speed being travelled,

or direction acing. These new data points should

be considered part o the creative opportunity.

In this example rom Sky the content in the mobile

rich media execution is dynamically generated

based on the users location data, with several

thousand location-specic creative variations

generated in real t ime and on the fy. This enables

Sky to eed into the ad creative how ar away

the nearest Sky WiFi hotspot is and then open

up a map populated with the nearest hotspots

once the user taps on the creative.


50/88

48


4. Turn social experiences intomobile/social experiencesOur nal area o creative opportunity lies at the

intersection o social experiences, content and mobile.

Smartphones are being crammed ull o new gizmos

every day many o which enable us to create and share

content. That content may be similar in orm to desktop

(videos, blogs, photos) but the big dierence is we carry

our phones around with us all the time, which means

that every moment has become a content production

and sharing opportunity no matter where we are, who

we are with, or what time o day it is. This presents a

new creative opportunity particularly at events both

large and small. This untapped opportunity is toenhance an event experience by integrating mobile

deeply into its abric not just rom an operational

perspective e.g. ticketing and maps but rom a content

curation perspective too: check-ins, photos walls, video

perspectives; all connected socially and geographically.

Services like Clinch are starting to explore this; enabling

event attendees to mix videos and photos with others

around their location (using smartphone GPS) to create

a collaborative multi-media view o the experience.

Imagine the opening ceremony o the Olympic games

lmed by even 10% o the attendees and you start to getan idea where this might go, with event sponsors and

advertisers able to generate vast amounts o mobile

content and earned media rom real world activities.


51/88

Chapter Name

49

0.0

49

0.0Chapter Name

With madPlus Trading, youll have direct access

to madPlus, the new technology platform from

madvertise. Plan, book & manage your mobile

campaigns independently!

adPlus

MOBILE ADVERTISING MADE SIMPLE!We at madvertise love everything related to mobile websites and apps. Years of experience

have made us the specialist we are today. Our commitment to you goes beyond pure

campaign planning. You can rely on us for excellent advice, sustainable quality assurance

and speedy response times. madvertise stands for mobile audience targeting and is one

of the leading mobile advertising players in Europe. At madvertise, we epitomise what a

mobile advertising should be all about - optimal results and success for our customers.

www.madvertise.com


52/88

50

Measuring mobile

2


53/88

51

2.1 Tracking

2.2 Ad serving


54/88

52

2.1Tracking

Tracking mobile advertising has traditionally been

a challenge however there are now many tools in the marketthat allow a brand or agency to see exactly which part o

their mobile advertising is perorming most eectively.

Just l ike the desktop internet a buyer can track rom

an impression right through to a conversion on a mobile

site or mobile application. Its important to note however

that mobile advertising is still maturing and so merely

transplanting existing desktop tracking technologies on

to mobile is unlikely to yield positive results. Below are

some areas to consider when deploying campaigns.

Tracking media spendStandard and Rich Media Display

Like its desktop cousin it is possible to track rom an

impression or a click when running mobile display

media. Media owners in most instances will provide

impression and click data via their proprietary systems.

Multiple ad-groups can be created and so a buyer can

see which areas (across an ad-network) are perorming

best. Third-party tracking companies can also oerimpression and click tracking however discrepancies

can occur due to the unique nature o mobile devices

and interrupted connectivity. Mobile specialist vendors

are available however and these solutions tend to oer

more eatures and granularity than desktop solutions.

SMS and QR

SMS campaigns should only be approached with clean,

clearly opted-in databases. In the majority o cases

tracking will be provided by the vendor that is sending

out the messages on your behal. SMS can be tracked

and reported on by date and time sent and number oopens. I a click tracking URL is included within an SMS

then these clicks rom the message can also be tracked.

Tracking QR codes can be complex many dierent

QR code readers oer tracking which records the

number o scans a QR code has received. They may not

necessarily tel l you how many consumers went through

to the mobile site however. It is much better to use a

third party vendor and create the QR code rom their

re-direct URLs. This means that regardless o which QR

code reader is being used by consumers you will be able

to track the resulting clicks and thereore engagements.


55/88

2.1Measuring mobile

53

Tracking on mobile

by David Fieldhouse, Director Mobile Future Group

Tracking mobile conversionsMobile internet sites

Mobile internet site conversions tend to be more

dicult to track than on desktop (this is certainly true

rom impression right through to sale). Cookies on their

own are not an eective method to track conversions (or

clicks) on mobile and so a variety o other technologies

(device recognition etc) are required to be accurate.

Mobile specic container tags can be deployed across

mobile internet sites to track landings, page views

and conversions. It is possible to track sales value

via mobile pixels however its recommended to use

mobile specic technologies or this type o tracking.

Mobile applicationsThe majority o brands with apps are now spending

money on mobile marketing to promote their app.Traditionally it has been impossible to track the source

o your downloads and then to look more deeply

into which media sources have delivered an in-app

conversion such as sale, registration etc. This is now

possible via bespoke tools oered by specialist third

party vendors. While mobile internet sites can utilize

container tags and pixels all mobile app tracking

will require an SDK (sotware development kit) to

be hardcoded within the mobile app. Campaigns

can be tracked rom click, to download, to user and

then to sale. All these metrics can be viewed by

country, network and creative which allows detailedinormation to be gleaned regarding your app users

and also where those engaged users can be ound.

I you are using a third party tracking tool to measure

app campaigns and downloads you should ensure

the companies involved are privacy compliant and

handle consumer data in the correct manner.

NumberofDownloads&Users

NumberofSignups

14000

12000

10000

8000

6000

4000

2000

0

8000

7000

6000

5000

4000

3000

2000

Sep Oct

25 28 01 04 07 10 13 16 19 22 25

Downloads

Users

Signups


56/88

54

2.2Ad serving

Consumer demand or mobile devices is driving

exponential growth and creating unique opportunitiesor brands to engage with consumers in innovative ways.

Sophisticated mobile technology allows brands

to deliver highly interactive, location sensitive and

personalised ads to consumers. However the

number o dierent mobile devices also mean there

are big variations in device capabilities that impact

on how ads are delivered to mobile devices.

To engage with consumers on the move, ad

delivery on mobile needs to be simple and ecient.Ater all, i consumers experience o mobile ads is

poor, either because ads are badly targeted or due

to technical problems, it is potentially damaging both

or the advertiser and or mobile as an ad medium.

The rst step in getting to grips with ad

serving on mobile is to be clear about how

it diers rom ad serving online.

The challenges oad serving on mobileAd serving on mobile is complex. Whats more

because advertising on mobile is much less mature

than advertising online, it has attracted a large number

o technology providers oering niche solutions. This

has led to a high level o ragmentation in the marketwhich prevents ecient and simple delivery o mobile

campaigns. So how can we simpliy mobile advertising

in general and mobile ad serving in particular?

One option is to recongure online ad serving

solutions or mobile. However as the table shows,

there are a number o dierences between online

and mobile ad serving. Most online ad servers are

not designed to deal with the level o complexity

inherent in mobile ad delivery. Ad servers that have

been specically designed or mobile ad serving are

best suited to delivering mobile ad campaigns.

Another solution is the rise o single mobile advertising

platorms which remove the complexities o advertising

on mobile. Providers o integrated solutions simpliy the

process o campaign delivery and are able to deliver

better results because o the data driven real-time

optimization that is possible in integrated systems.


57/88

55

2.2Measuring mobile

AdMaxim is an integrated mobile advertising solution

which enables brands to reach consumers on the move

anywhere, using precision targeting and real-time

optimisation technology. Simply, we deliver the right

message, to the right individual, at the right time.

Looking aheadDespite its complexity, advertising on mobile has

huge potential. The growth in smartphones withthe capability to carry high quality rich media (RM)

means that RM is now an option or advertisers

wanting to run mobile ads that are not only creatively

immersive but which also outperorm static ads. Major

brands are increasingly able to deliver large scale,

creatively engaging media rich mobile campaigns.

Whats more the mobile sector has launched a number

o initiatives aimed at developing universal solutions or

RM ads. The standardization o RM ormats on mobile

web and apps will enable brands to eciently create,

deliver and optimize highly engaging ad experiences.

For more detailed inormation on mobile data &

analytics, please reer to IAB Mobile Data and Analytics

Whitepap

the big mobile handbook 2012

Documents