The Mobile Advertising Company Mobile Advertising

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Transcript The Mobile Advertising Company Mobile Advertising

The Mobile Advertising Company
Mobile Advertising : a key opportunity for Advertisers ?
The best of Wireless – May 3rd 2006
Marc-Henri MAGDELENAT
Co-Founder
ScreenTonic SA – 4 bis, rue St Sauveur 75 002 France + 33 (0)1 44 76 89 01
Contact : Marc-Henri MAGDELENAT – [email protected]
The Mobile Advertising Company
Agenda
• ScreenTonic overview
• A key opportunity for Advertisers
• Case study
p2
ScreenTonic : Provide Advertisers with the best tools to The Mobile Advertising Company
communicate to their clients and prospects with a mobile phone
Mobile Marketing
what to communicate
Advising, conceiving and carrying
out mobile marketing campaigns
for brand names, retailers...
 promotional marketing (interactive
games...),
 relational marketing (information,
development of customer loyalty...),
 interactive marketing (internet mobile
website with information, games...).
Mobile Media
how to reach
Leveraging the mobile medias to
reach customers and prospects
 SMS, MMS direct marketing
 Paid-for links on major wap sites,
portals
 Paid-for links on mobile search engines,
shopping engines
Brands
Agencies
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Partners
ScreenTonic Mobile marketing : some examples
Text to win + mobile internet site
Promotional event with one
carrier
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Mobile internet site
The Mobile Advertising Company
Inscription + Push campaign
ScreenTonic Media :
The First Mobile Advertising Offer in Europe
Sponsored links
The Mobile Advertising Company
Ad words
(search engines)
123 sonneries
Advertisers’
site
Ad banners
Advertisers’
site
p5
Advertisers’
site
SMS / MMS push
The Mobile Advertising Company
Agenda
• ScreenTonic overview
• A key opportunity for Advertisers
• Case study
p6
The Mobile Advertising Company
The mobile phone is part of the everyday life of your consumers.
• They talk on the phone hours each month
• They send & receive SMS several times everyday
• They take pictures with their mobile phone
• They use mobile internet more and more each day
• They play and download more and more
sophisticated games
• They chatt with their community
• And ……………
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Mobile ringtones sales are superior to singles sales
(volume & value)
The mobile phone : the ideal medium ?
• Individualy talk to your consumer, with a highly
personal device
-
The only medium which belongs to the individual, not to the
household
• Always « on » in the pocket of your consumer
-
A mobile phone is « on » 16h a day
• Reach your consumer exactly when needed
-
95% of the SMS are read
-
A SMS/MMS is read within 10 minutes after reception
• Interact with your consumer
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-
SMS / MMS
-
Mobile internet
« Mobile Phone will soon become the most important media »
Andrew Robertson, OMNICOM CEO
The Mobile Advertising Company
The Mobile Advertising Company
A pervasive tool, a powerful media
Indispensable daily tool
• Communication (voice, sms,
mms, e-mail, chat, msn...)
• PIM (agenda, contacts, payment,
loyalty cards,...)
• Multimedia (music, videos)
• TV device
• Web browsing
• Free time (games, browsing...)
Buying at vending
machine
Payment in supermarket
a unique media
• Personal tool,
• Everywhere, always on
• Associated with strong values
(innovation, communication...)
• interactive (push + pull)
• Multi-media (sound, picture, text,
video...)
• Mass reach
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Endless opportunity to
interact
Content download triggered by
posters / CD cover
The Mobile Advertising Company
Why the mobile phone will become a mass media
Quality
-
-
SMS
Wap
Colour
Photo
Reach
Video / streaming
M-coupons
M-commerce
Others...
- Mobile penetration
- Mobile Internet penetration
- Usage
relevance
mass
A must for the advertisers
Service
The benefits :
• Interactivity
• personalisation
• In mobility
• ubiquity
• Geolocalisation
• Pull /push
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media
Offer a new service, enrich
the relationship with the
customer, one-to-one, create
loyalty…
Reach a significant audience
through a daily, personal tool,
and associate the brand to
the mobile image and values,
generate sales
The agility of the Internet, the reach of television
Advertisers are
looking for new
media
The Mobile Advertising Company
From promotion to branding…
2002
2003
1) sms : a new trade marketing media
- Interactive operations
- New, different,
Remains a « non strategic » media, with
low volumes
Carrefour
2004
2) The mobile, key component of major
operations
- Create proximity
- Anywhere, at any time
2005
3) The mobile Internet, as a branding tool
Mobile is not only a promotion or
gaming tool but is part of the
communication strategy of the brand,
as a closer link to the consumer
40 millions products
Télécharger le logo
Découvrir Enjoy Light
Le mot de Kenzo Takada
infos légales
Accueil
p 11
The mobile phone will surely become a must for brands
2005
The Mobile Advertising Company
2006
1) From simple presence to a real long
term strategy
2) Bring a real reach through the
operator portals
• Take advantage of the mobile benefits
(push pull, one-to-one…
• Enrich the brand with the mobile image
(innovative, young, attractive)
• Offer real value added services to the
clients
3) Bring new experiences
- MMS push
- Wap push
Operator portal
- Vidéo
MMS (wap push)
• Enrich the customer relationship
Prospection
-SMS
-MMS
Animation
- Games &
promotions
Information
-wap
-Geolocalisation
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- Goodies
Loyalty
Personalised
wap sites
-SMS
-MMS
Venez essayer
gratuitement la nouvelle
gamme Juicy wear de
Lancôme. Cliquez sur
Lancôme
The Mobile Advertising Company
Agenda
• ScreenTonic overview
• A key opportunity for Advertisers
• Case study
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Deliver the right offer at the right time : Dockers
• A specific promotional offer : « Buy a Dockers
trousers, get a free camera »
• Dockers stores are only available in 19 towns.
• They choose the SMS to inform the appropriate
target :
-
Men
-
25 – 40
-
Living in one of the 19 towns
• The SMS was sent on a Saturday at 11:30.
• « Les 10 000 appareils photo jetables que nous
avions prévus pour l’ensemble de l’opération ont été
distribués dès les premiers jours »
Karim Bouhajeb, Directeur Marketing Dockers France
in Commerce magazine Dec – Janv 2003
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The Mobile Advertising Company
XCLU ! 1
pantalon
Dockers
acheté = 1
appareil photo
offert. Liste
des magasins
participants
0123456789
Increase loyalty among users : Mc Donald’s
Objective
 Increase Traffic & loyalty among users
Detailed operation
Program presented in restaurant
Subscription by SMS or Web
Each subscriber has a unique code :
Subscription with preferences
Regular restaurant
Sexe
Age
 Preferences can be modified
 Offers sent by SMS.
 Offers targeted
 SMS coupon : « To get yout Mc Vip reduction, show your
SMS »




Results
 Average return rate above 30%
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The Mobile Advertising Company
Customer’s Case : Nike
Product launch
Objective
 Reach the 15-24 year old in an innovative manner to
promote the new Nike Free concept and create a buzz.
Mobile Strategy
 Develop a wap site presenting the concept Nike Free,
offering to download videos, freebees (logos, ringtones),
enabling to find the nearest store through LBS.
Ad banners on Orange World portal promoting the wap site
Results
 6 weeks campaign
 743 224 ad pages displayed
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The Mobile Advertising Company
Customer’s Case : Citroën
Car Manufacturer promotion
The Mobile Advertising Company
Objectives
 Generate qualified leads to car dealers
 Create proximity with clients and prospects
 Recruit and qualify mobile numbers
Sponsored
links
Mobile Strategy
 Use Internet newsletter to recruit and qualify mobile
numbers (instant win + free logos)
 Create Mobile Internet site with exclusive content
 Create SMS push program and drive traffic to Mobile
Internet site
 Promote mobile internet site through mobile advertising
(in the sections : logos / promotions / sports news)
Results
 Exceeded expectations
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Rallye Citroën
Customer’s Case : Alien vs Predator (20th FOX)
Movie promotion
Objectives
The Mobile Advertising Company
Audio campaign
 To make an event of the launch of the movie Alien vs
Predator by using the most popular tools (mobile phone)
used by the targeted audience (15-25 year old)
Mobile Strategy
Sponsored links
Cinéma
Using all available mobile media to promote the event :
 Mobile internet site : film preview and interactive vote to
elect the winner of the deadly fight !
 Bouygues telecom: vocal adverting to mobile users
 SFR (PromosLive) : game promoting the movie
 Orange World : advertising link directing towards the
mobile site.
New movies
Look for :
<A movie>
<A cinema>
--- Ad --Alien vs Predator
-----------<Gallery
<Ad to my selection
Promotional link
Results
 Mobile campaign exceeded expectations : 7 times more
effective (number of hits generated) than the internet media
investment
Play to win movie tickets
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Customer’s Case : Hide & Seek (2Oth Century Fox)
Movie video preview
Objectives
 Promote movie through
Mobile Strategy
 Ad banners on Orange World XHTML potal in the « news »
and « movies » sections
 Clic on banners triggers download of movie preview
Results
 2 week-long campaign
 210 441 ad pages displayed
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The Mobile Advertising Company
Procter & Gamble :Head & Shoulders
Game download
The Mobile Advertising Company
Objective
 Reach 18-25 tear old men
Mobile Strategy
 Develop a mobile Java F1 game branded by H&S
 Best players could win a F1 training course
 Promote the free download through sponsored links on
Orange World in the « Sport » section
 Promote the free download through ad words on Orange
search engine (words selected: sport, auto, video games)
Results
 2 week long campaign
 12 000 games downloaded
 According to a study conducted by Ipsos institut among
the persons exposed to the campaign, the H&S brand
gained 30% in notoriety. 24 % of 18 to 25 yera old men
having downloaded the game declared being ready to buy
products from H&S brand.
“This experience will serve the whole group. We came to
realize that mobile had a real marketing potential” declared
Gérald Saada, chef de produit H&S.
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Jeu F3 Gratuit
Sephora : Use the medium of your core target
Objective
 Awareness & traffic building of the new Sephora PiiinK
range (Pretty, Irresistible, Intelligent, Incredible, Nice,
Kute) !!!
The Mobile Campaign
 Targeted Direct marketing campaign : MMS ; with a
specific offer : Show your MMS in your Sephora store
and receive a special Gift
Mobile audio campaign on Bouygues Telecom Spot
offer
Results
 Not available yet. Campaign still running
MMS :
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The Mobile Advertising Company
Nike : Secret weapon in your hand !
The Mobile Advertising Company
Objective
 Awareness & buzz creation for the new campaign :
Scret Weapon
The Mobile Campaign
 Targeted Direct marketing campaign : MMS video
send to the appropriate target
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Major brands are investing the wap space
Event promotion
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Corporate communication
Product showcase
The Mobile Advertising Company
Corporate site
The Mobile Advertising Company
The Mobile Advertising Company
Thank you for your attention
p 24
ScreenTonic SA – 4 bis, rue St Sauveur 75 002 France + 33 (0)1 44 76 89 01
Contact : Marc-Henri MAGDELENAT – [email protected]