Transcript Mobile Advertising

Mobile Advertising
What it is and where it goes…
Tomáš Mátl, Vodafone - Media Solutions
About Vodafone (and Advertising)
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World’s biggest mobile operator
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More than 2 890 000 Customers in CZ
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Highest average ARPU on Czech
mobile market
First operator to launch mobile
advertising in September 2007
Now covering mobile, web and print
2008 advertising revenue in tens of
million CZK
Ability to target
How Often There Is a New Media Type?
Time
Context
User Selection
Time
Context
User Selection
Location
Age
Gender
Interests
1998
2007
Time
Context
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Context
1439
1920
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Time
Mobile Advertising – what it is (and is not)
“…It is sending people SMSes…”
“…It is like internet, but small…”
Well…mainly it is:
• Mobile Internet Portals (e.g. VF live!)
•Banners, Sponsored links, Search
• Pushed messages (SMS, MMS)
• Complemented with exact targeting and billing
But it is not:
Expensive
Old traditional WAP
Slow
Limited in access
Mobile Internet is Growing Fast
Mobile internet until Nov 08
Vodafone Mobile internet now
• „Too expensive.”
• Flat fee data tariffs
• 6 moths free promo
• „It is not really an internet…“
• „How to access it at all?“
• Closed garden – partner content only
•Live! portal as a gateway to internet
•Web content adaptation
•Free services
• Subscription-based services
• Browsers for mobile pages only
Mobile portal impressions*
Mobile portal visits*
30000000
9000000
8000000
7000000
6000000
5000000
4000000
3000000
2000000
1000000
0
25000000
20000000
15000000
10000000
5000000
0
VII.08
*) Source: Seznam
VIII.08
IX.08
X.08
XI.08
XII.08
I.09
VII.08
VIII.08
IX.08
X.08
XI.08
XII.08
I.09
Why Mobile Media
Mobile phone as a part of personality:
The most personal device to Customers, “always” on
Customer knowledge - precise targeting tool
Billing relationship and customer “ownership”
Customers accept (and want) relevant advertising
Targeting:
Interactivity:
• Customer demographics
• Click to Browse, Click to more Info
• Location
• Click to Call, Click to SMS
• Segment, Micro segment
• Click to Buy
Key Mobile Media Differentiator: Interactivity & conversion
Key Questions MA is to Address
1. How can the campaign generate money to Advertiser?
2. How can the campaign get Customer in direct contact with Advertiser?
3. Can Customers directly buy the advertised product?
From Portal to Monetized Traffic
1. Advertisers and Partners monetize traffic generated via VF live!
VF live! is positioned as a gate to mobile internet,
User click will lead to:
Redirect to Advertiser’s page,
Use of Advertiser’s service
From Portal to Contact with Customer
2. Advertisers benefit from direct contact with Customers…
• Call or SMS initiation,
• Coupon download
• Registration on Advertiser’s page or form
Click to CALL
Click to SMS
Click to DOWNLOAD
Click to REGISTER
From Portal to Purchase
3. New Distribution Channel complementing Campaigns
1.Customer buys / reserves a
product
2. S/he is charged via bill or credit
Suitable for…
• Airlines, hotels, travel agencies
• Betting companies
• Financial institutions
• Ticket distributors
• Service Supscriptions
• …etc
Key Initiatives for Future Success
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Mobile pages Audience Measurement
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General Business model definition
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Market standardization (reporting)
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Code of conduct
Děkujeme za pozornost
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v
THANK YOU !
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