This presentation provides an insight into the field of mobile marketing highlighting the latest trends in digital marketing and gives a walk through the most innovative mobile campaigns the world has seen.

3. Well because,
The Future of Advertising is in
Mobile phones

4. So what is Mobile Advertising?

5. YOUR
BRAND
HERE

6. Mobile phones, the dream medium?

7. What is the size of the mobile market?
Of the world’s
4 Billion
Mobile phones in use,
1.8 Billion
are smartphones and
3.05 Billion
are sms enabled.
950 million are not sms enabled

8. It reaches where few other medium can.
Household mobile penetration by country, 2008
Source:IPSOSFace of the web

9. How Fast is the market growing?
Mobiles
2500
Phone
users
2000
1500 Desktop
Internet
users
1000
500
0
2007 2009 2011E 2013E 2015E
By 2014 mobile connectivity will overtake desktop internet connectivity

10. 86%
already use their
mobile phones
while
watching TV
In 1965, you could reach 80% of the Americans with 3 spots of 60 seconds on TV. Today, you
need 120 prime time commercials.

11. 200
Youtube
views occur on mobile devices everyday

13. One half
of all local searches
are made on
mobiles

14. Over 1/3
Of Facebook’s
600 million+
User base uses
Facebook Mobile
Twitter has
165 Million 50%
Users use Twitter Mobile

15. So lets see what the experts say

16. Experts have predicted that over the next 5 years,
mobile advertising will become a $2 billion business.
JupiterResearch, 2008

17. Experts have predicted that over the next 5 years, mobile advertising will become a
$2 billion business. JupiterResearch, 2008
Experts have predicted that over the next 5 years,
mobile advertising will become a $2.3 billion business.
LocalMobileSearch, a subsidiary of Opus Research 2008

18. Experts have predicted that over the next 5 years, mobile advertising will become a
$2 billion business. JupiterResearch, 2008
Experts have predicted that over the next 5 years, mobile advertising will become
$2.3 billion business. LocalMobileSearch, a subsidiary of Opus Research
Experts have predicted that over the next 4 years,
mobile advertising will become a $6 billion business.
eMarketer, 2009

19. Experts have predicted that over the next 5 years, mobile advertising will become a
$2 billion business. JupiterResearch, 2008
Experts have predicted that over the next 5 years, mobile advertising will become
$2.3 billion business. LocalMobileSearch, a subsidiary of Opus Research
Experts have predicted that over the next 4 years, mobile advertising will become a
$6 billion business. eMarketer
Experts have predicted that over the next 5 years,
mobile advertising will become a $6.5 billion business.
Mobile Advertising: After the Growing Pains

20. So one thing is certain

21. The mobile market is growing

22. And you should NOT miss out

23. Mobiles provide a large range of marketing
tools

24. Advertising can be done in varied ways

25. SHORT
MESSAGE
SERVICE
(SMS)

27. Nike ID Campaign
Cannes lion: Bronze 2007
Nike erected a large, interactive billboard in Times Square. Passers-by could use their cell phones to text in
their own custom design and receive a free pair of Nike IDs. People went nuts when they saw their own shoes
posted live on the jumbotron in front of them.

28. Bluetooth

30. Big Brother Campaign Australia
Short range maximum impact
Big Brother campaign in Australia to promote the launch of the new series on TV. Bluetooth transmitters
were installed into 20 high footfall bus shelters around town. Two messages were sent to people nearby.
Second message is received 30-40 seconds later with the big reveal, saying “Big Brother is back. 7 PM
weeknights on TEN”.

31. THE
MOBILE
WEB

32. Mobile web is now available on most
handsets.

33. The mobile market is growing rapidly.

34. Growth in the past
12 months has been
104%.
AdMob, 2008

35. Mobiles are increasingly used for social networking

36. Papa Johns - Facebook Mobile
Ordering made easy
Consumers get mobile offer codes on Facebook. They can redeem it instantly by ordering a pizza
off the web using their phones or use it to find the nearest outlet.

37. QUICK
RESPONSE
CODES

40. Homeplus Subway Store: Groceries of the future
Cannes lion Gold 2011
Large TV screens mimicking a real supermarket were set up on the subway station. Scan the QR
code with your phone, and the product automatically lands in your on-line cart! When the
online purchase is done, it will be delivered to your door right after you get home.

41. Multimedia
Message
Service
(MMS)

42. BMW Winter Tires Campaign
$60k in MMS ads into $45M in revenue.
BMW designed an MMS campaign, where they customized the picture of the car to be the model of the car
that the customer had, and the colour of the car, with the wheel rims that the customer had bought. Then
BMW virtually fitted the suggested winter tyre for that car and wheel. And this image was to be sent to the
customer.

43. Axe Day and Axe Night Campaign
Uruguay 2009
Readers can send Axe to 2345 after 9pm and get the complete picture as an MMS

44. LOCATION
BASED
MARKETING

45. Search is the most important consumer need in mobile marketing.

46. Nike True City
Winner IAB showcase 2010 & 125000 downloads in 1st week.
Nike True City is a combination of geotagged content and social media integration, updated in real-time by real people
using tools to easily tag locations as well as describing and rating them. From hard-to-find sneaker boutiques to gallery
openings and underground concerts, True City provides a finger on the pulse of a city.

47. MOBILE
APPS

48. We are moving from a world of impressions

49. We are moving from a world of impressions
to a world of engagement.

50. Apps help you engage with the customer like no
other medium.

51. SCVNGR
250,000 US users and growing
SCVNGR is part game, part game-platform. Playing SCVNGR is all about going places, doing challenges and
earning points. Players discover cool new places, find fun new things to do, share their activity with friends
and can even earn virtual and real-world rewards! Individuals and institutions can build on SCVNGR by
adding custom challenges at their favorite places!

52. Heineken Star Player
Cannes shortlist 2011
The app is synced live with each UEFA game, allowing it to challenge you with decisions as they happen. This
app puts what you are thinking into the palm of your hand, to play against the world for rewards and points.

53. THE NEXT LEAP

54. Studies show users are
interested in mobile ads.
56% of teens.
37% of adults.
Harris Interactive, 2008

55. Studies show users are
interested in mobile ads.
56% of teens.
37% of adults.
But… they want to be compensated for viewing ads.
They want freebies and coupons:
Free minutes (49%)
Coupons (37%)
Free entertainment (37%)

57. McDonalds Interactive Billboard
Sweden 2011
DDB Stockholm created this clever and
simple interactive billboard game for
McDonald‘s.
Menu items bounce and fly through the
screen.
If you're quick enough to capture one in a
cell-phone pic, it's yours free at a nearby
McDonald's.

58. Puma Together Everywhere Campaign
SIM Gold Award - Mobile Marketing campaign 2010
Puma along with Phonevalley – a mobile marketing agency
offered a service that set up a teleconference between
friends whenever their favorite football team scored.
After the call ends the consumer receives promotional
SMS/MMS by Puma.
The scheme had 80,000 registrations within weeks of it’s
launch.
Puma

59. Your customers are mobile

60. Your customers are mobile
Make your brand too

61. ABOUT THE AUTHOR
Vijay Sharma is a graduate in Engineering
from University of Mumbai and is keenly interested
in the fields of advertising, marketing, business development
and brand building. He loves presentations,
meeting people, talking ,technology &music.
Contact information
email: vijay_shrma@hotmail.com
All ideas, concepts and recommendations presented herein are the intellectual property of the author and may not be copied, implemented or
represented without his expressed permission.