Mobile advertising
Mobile advertising lingo
 Impression – one instance shown online
 Click – the actual click
 PPC – pay per click
 CPM – cost per thousand impression
 CTR click through rate, number of click per
impression
 Conversion –a visitor’s to your content and take
actions
Lingo continued
 Acquisition – visitor signs up for receiving emails or
alerts.
 CPC – Cost per conversion
 CPA –Cost for acquisition
 ROI – return on Investment
(Gain-Cost)/Investment
Types of Mobile advirtising
 Mobile banner
 Mobile pay per click on searching engine
 Contextual mobile ads – bidding plus position
 Idle screen ads
On- vs Off- deck web advertising
 On-deck: Offer subscribers a menu or “deck” more
control and focus content
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Carrier has customers’ demographical information
On-deck mobile ad network
 Off-deck: Web at large
 Free downloadable application and games
 Combined solution works better
web advertising
Carrier
Mobile Carrier
deck
On-deck mobile
Ad network
Native off-deck
search engine
Verizon wireless
Mobile web games
and apps store
ThirdScreen
Media
Google
AT&T
T&T Media Net
Yahoo!Mobile
Yahoo! oneSearch
AT&T(iPhone)
AppStore
Sprint-Nextel
T-mobile USA
web2Go
Google
EndPocket
Google
Yahoo!
Yahoo! oneSearch
Effective way to advertise
 Creative:
 Graphical: there are space constraint
 Textual: use txt spk
 Landing page: can create several landing pages for
tracking
 Targeting
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Demographic: age, gender, income
Time: web analytics can determine traffic peak
Handset or carrier group
location
Evaluating Success
 Subjective
 Total impression
 CTR
 ROI (gain-cost)/investment
 Associate actions to monetary values
 Conversion Rate
 Break-even may not be important at beginning.
CASE STUDY- Land Rover
 CBS and AccWeather through AdMob to smartphone
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customers
73% of traffic to their mobile site
45,000 Video views, 128,000 image views
7,400 Wall paper downloads
5,000 dealer look-ips
1,100 Click to calls
800 Brochure requests
? to buy
CASE STUDY - Adadis
 Click to call to Kevin Garnett
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Voicemail from Garnett
Video
Images of top player’s shoes
 More effective than any TV, traditional web
advertising
Mobile Coupon
 Messaging: opt-in through ad network or carrier. Might
involve cost 10c-15c for text up to 160 chars and 50c for
image
 Targeting: find balance between complicated and
intrusive
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Text opt-in: texting a keyword to short code
Invitation opt-in: customers database and send out text message.
Online opt-in: customers sign in and provide the phone#
Email opt-in
 Redemption: QR code(scanner), alphanumeric(manual)
Segmentation strategies
 Use the message to learn about your customers
 Run a multiple test: messages with different code
and see which one generate the most traffic.
Location based Service(LBS)
 Collaborate with carrier’s GPS data, provide pricing,
duration, message
 Increase impulse buying
 Enhance Customer intimacy by developing one-toone relationship marketing
 Psychological nutruring
LBS technology
 Bluetooch – 100m radius, hindered by walls and
obstacles.
 Wifi: store names, promotion names, watch video
before using service.
 RFID: attach to some gift
 Near field Communication(NFC) – swipe phone to
pay bill or access building.
Mobile marketing tracking
 Track the interaction and set up a customer
preference database which keeps track
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More effective promotion to
What phone
Method of delivery
Where to redeem the coupon
How long does a customer wait before redeeming the coupon.