Mobile Advertising - What is it and how does it affect your business? Explore this opportunity to expand your business and be the leader of your league. Get more insights about mobile advertising trends from this presentation. Visit our site to get in touch: http://www.extentia.com

1. SMALL SCREEN. BIG
OPPORTUNITY
www.extentia.com
Extentia Information Technology

2. Coming up…
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What is Mobile Advertising?
Cold, hard facts
Drivers
What’s out there…
Ideas, ideas, ideas
The future

3. What is Mobile Advertising?

What they say:
“Mobile advertising is a form of advertising via
mobile (wireless) phones or other mobile devices” –
Wikipedia
 “Mobile advertising involves displaying text, graphic
image and animated ads on data enabled mobile
devices” - koeppeldirect


4. What is Mobile Advertising?
Buy 1, Get 1 Free!
Medium Pizza Offer

5. What is Mobile Advertising?

Meaningful Mobile Advertising is all about
context:
 Where
 When
 Who
 What

6. What is Mobile Advertising?

Buy 1 Get 1 Free!
 Where
am I?
 Is the offer on?
 Do I eat pizza?

The relationship between mobile advertising
and social media

7. What is Mobile Advertising?

Multiple needs and objectives:
 New
tool for brands and advertisers to reach new
customers and target specific audiences
 Connectivity promotes marketing success
 Build customer database
 Lifestyle integration

8. What is Mobile Advertising?

Multiple needs and objectives:
 Generate
buzz
 Content more likely to be read than email
 Personalization, immediacy, interactivity =
increased response rates
 Creative opportunities

9. What is Mobile Advertising?

Why Mobile Advertising?

10. Cold, hard facts
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By 2014 mobile phones will overtake PCs to
access the web
There are 10 million more phones in the US
than there are people
Mobile web traffic is almost 25%

11. Cold, hard facts


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Global mobile advertising (2012) = $8 Billion
Global mobile advertising (2013) = $12.8
Billion
In Spain = 75% users receive mobile ads
In France = 62% users receive mobile ads
In Japan = 54% users receive mobile ads

12. Cold, hard facts
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iOS is the leader – average eCPM = $1.12
Android average eCPM =$0.81
Windows Phone average eCPM = $0.20
No other significant players yet…

13. Cold, hard facts



European market for mobile ads (2016) = $2.3
Billion
Europeans will spend $23 Billion via
smartphones in 2017
26% Europeans would rather give up TV
than smartphones

14. Cold, hard facts

15. Cold, hard facts

Mobile ad growth in 5 years slow
 Slower

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
than TV and Internet!
Ad spending has not caught up with time spent
Mobile consumers ad exposure = 10%
Mobile ad spend = 1%

16. Cold, hard facts

17. Cold, hard facts



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Mobile ad spend is low, but growing fast
There are multiple avenues in mobile ads
Users demand and expect a simple, secure,
seamless experience
Evolving standards

18. Drivers

Usability
ease of use – and getting better
 Minimal learning curve – rapid upgrades and
adoption
 Easy access to advanced features
 Incredible range of applications
 Very high baseline
 Extreme

19. Drivers

Connectivity
 Integrated
high-speed connectivity
 No longer a feature
 High expectation – changing behavior
 Low/lower costs

20. Drivers

Geo-location
 Tight
integration
 Lowered sensitivity
 Facilitates personalization

21. What’s out there…

SMS and MMS Ads
 The
original mobile ad!
 Niche market, still widely used
 Mostly ineffective, intrusive
 Still responsible for a majority of marketing spend
 MMS allows for more creativity and better content

22. What’s out there…

Banner and display Ads
 Usually
clickable
 Interstitial, video, graphical
 Growing fast
 Facilitate content reuse (TV ads…)

23. What’s out there…

Click-To-Call Ads
 Contact
advertiser/merchant immediately
 Clear ROI
 Convenient – takes advantage of phone
 Facilitates feedback and testing of
messaging/Ads

24. What’s out there…

Social Media Ads
 User
actions can become branding and marketing
messages
 Over 1 Billion Facebook users
 Over 157 million Facebook users are mobile
users
 Twitter integrates geographic targeting
 Promoted Tweets get amplified

25. What’s out there…

Geo-located Ads
 Massive
differentiator
 Leverage integrated GPS
 38% of European shoppers have made a
purchase using a smartphone
 Increased personalization = Decreased
resistance

26. What’s out there…

Augmented Reality
 Huge
differentiator
 Physical and digital worlds meet
 Huge opportunity = 70% of users have no
experience with AR
 Creative, line burring solutions

27. What’s out there…

Branding Apps
 Create
engagement with the brand
 Expand the brands mind share
 Demonstrate and expose users to new ideas or
features
 Sustainable

28. What’s out there…

Second Screen
 36%
of smartphone owners use the device while
watching the Super Bowl; 52% of them on social
media
 Multiple screens = smartphone, TV, laptop/desktop
 Increase brand recall by 69% and purchase intent
by 72%
 86% of mobile Internet users are online while
watching TV

29. What’s out there…

Mobile Ad Networks
 An
Ad Network is a service platform where brands
and consumers can mage the sale of ad inventory
(online). Connects advertisers to placement
opportunities

30. What’s out there…

Mobile Ad Networks
 Fragmented
market (over a dozen…)
 Fuzzy marketplace – lack of standards and
reporting
 Not all Ad Networks are created equal

31. What’s out there…

Publishing
 Reach
readers 24x7
 Target hard-to-reach commuters
 Targeting and personalization possible
 Endless creative and interactive possibilities

32. What’s out there…

Drive consumers
 Hyper-local
advertising (NAVTEQ and GPS)
 Drive consumers to stores using promotions
 48% of location-based service users take action
on ads they see
 Integrate behavior with location

33. What’s out there.

Drive consumers
 80%
of US consumers willing to share location
data to get something back
 39% of US consumers said mobile coupons are
the best aspect of location based advertising
 In-store targeting

34. What’s out there…

Cross/Multi-media campaigns
 Integrate
mobile advertising; expand using mobile
advertising
 The ad-ecosystem
 Repurpose content
 Tie it all together

35. What’s out there…

Consumers
 With
little patience!
 With high expectations
 Demand relevance and personalization
 Expect device integration

36. Ideas, ideas, ideas

Google buys the world a Coke
 B2B
promotion that leverages history
 Demonstrate viability of technology at global
scale

37. Ideas, ideas, ideas

Google buys the world a Coke
a range of mobile techs – to tell the
story and create an experience
 Integrate

38. Ideas, ideas, ideas

Meat Pack - The Hijack Campaign
 Hijack
customers from competitor stores!
 Drive immediate sales and results
 Create buzz, reinforce the brand

39. What’s out there…

Coors Light
page – map of nearby bars and
restaurants
 Drive consumers to local bars and restaurants
 Want foot traffic during playoffs
 Banner and site ads
 Landing

40. Ideas, ideas, ideas

Adidas – Light You Up
 Objective
– Drive foot traffic to NY Penn
Station
 Location based – Target users within 3 miles
of Penn Station
 Message – Static banner “Adidas and Messi
– After Dark Tonight”; Landing page with
video and details

41. Ideas, ideas, ideas

Pain Squad App
 Get
youngsters with cancer to communicate pain,
mood and activities
 Patient-users get usage based promotion in the
app
 Compared to using a paper journal – this was
more interactive and rewarding. And gave
patient users control over their pain

42. Ideas, ideas, ideas

ToyToyota Backseat Driver
 Start
brand engagement at a young age!
 Involve the child in the backseat with the car and
drive
 Convert a boring, uninvolved ride into a game!

43. Ideas, ideas, ideas

The emart Sunny Sale
drop during lunch time (12 pm – 1 pm)
 3D Shadow QR Code only works at noon
 Sunny sale offers – special offers
 Purchase through mobile for home delivery
 Massive increase in membership and sales
 PLUS: Buzz, publicity, street action
 Sales

44. Ideas, ideas, ideas

Axe
 Range
of engagement apps and smart
phone support
 Axe Twist Roulette
 Axe Virtual Peepholes
 Axe Dare

45. Ideas, ideas, ideas

Sephora
 Mix
in-store, mobile and online
 Mobile, Tablet, in-store digital media platforms –
interweave the online/offline shopping journey
 Complete social media integration
 Better informed customers – advice from
everywhere
 iPhone app to scan, review, buy…

46. Ideas, ideas, ideas

Tesco’s virtual supermarket
 How
to support hardworking people who see
grocery shopping as a chore?
 Bring the store to the people!
 Subway stations – identical display and
merchandise
 Smartphones to shop (QR Codes)
 Scheduled home delivery

47. Ideas, ideas, ideas

Tesco’s virtual store

48. Ideas, ideas, ideas

Social Media
 Smartphone
users, ads, social media – tight
coupling
 Purchase intent driven up by in-app ads
 15% inclination to buy – ads from social media
sites
 25% increase in brand exploration

49. Ideas, ideas, ideas

Social Media
 Power
of here and now
 Everything needed to drive and close purchase
transactions
 Content, context and convenience
 Social shopping
 Everything must be easily sharable

50. The future
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Incredible opportunities
Converging technology
Marketing and advertising eco-systems

51. The future
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Choose wisely
Fail fast
Level playing field
Leveraged branding
Think local

52. About Extentia and iXtentia
Established in 1998, Extentia is a global technology consulting organization
that delivers solutions to clients in 5 continents. With strong technical skills in
Microsoft and open source technologies, Extentia has experience across
multiple sectors including education, travel, healthcare and finance. Its much
acclaimed Design Studio is a graphics design and UI group that actively
supports a multi-skilled software development team. Extentia has offices in
India, the United States, the UAE, and the UK.
www.extentia.com
iXtentia is a division of Extentia that focuses on Apple, Android, Windows
Phone, BlackBerry, and other mobile technologies. It also offers consulting for
mobile strategy and marketing. Several iXtentia applications for the iPhone
/iPad are listed among the top 200 on the Apple App Store.
www.ixtentia.com

53. Contact Us
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Email: inquiries@extentia.com