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 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 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 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 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 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 More effective promotion to What phone Method of delivery Where to redeem the coupon How long does a customer wait before redeeming the coupon.