The iPhone is a shit phone and nobody will surf the

web on their mobile, ever.

Senior Swedish Venture Capitalist, 2009

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Wednesday, March 20, 13

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Henric EhrenbladFounder, Widespace

Premium Mobile Advertising

MOBILE ADVERTISING

Brand new media behaviors -Brand new advertising strategies

Wednesday, March 20, 13

Widespace - premium mobile advertising

founded

2007

80staffHolland,

Germany, Sweden,

Finland, France and Norway

Premium formats

Premium placements

Premium Technology

Wednesday, March 20, 13

• Mobile behaviors - a natural change

• On mobiles, everyone does everything & how does this affect advertising?

• When, how and where to effectively advertise?

• All ad formats move in to the mobile, as well as many new ones are being invented. Some are here today, some will come soon.

Mobile - a huge shift

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What is Natural?

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What do mobile consumers do naturally?

What is suitable for my brand?

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Are QR codes a good idea for your specific product?

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“Look! your newspaper will receive new life”

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Courtesy Martin Deinoff Creuna AB

Fuck off!

Super-deal! We are releasing a limited number of yearly memberships for only $399, (reg. price $549). Only valid tomorrow 9/30. A warm welcome to Planet Fitness!

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The rapid mobile shift

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Mobile already bigger than web

0

33

65

98

130

June 2010 2010 2011 2012

US Web vs mobile apps consumption in minutes of use per day

Source, Alexa, Flurry, Comscore and others, 2013.

Mobile

127 min/day

Web

70 min/day

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Sweden’s largest bank shuts a five year IT project costing 1 billion SEK. Reason: “we overlooked the role of the smartphone in people’s daily lives.”

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US total population: 10% is mobile media consumption

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US Smartphone users: mobile media consumption is already at 23%!

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Not just humans use apps..

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In 2007, few people considered mobile:

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of media consumption will be digital

Widespace Prognosis 2018:

90%Wednesday, March 20, 13

..and Mobile & Tablets will rule the World

Press2%

Other analog media5%

Movie Theatres etc1%

Laptop/Desktop5%

Digital TV17%

Tablets35%

Mobile35%

Widespace (Time spent) Prognosis 2018

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21 Second screen...?Wednesday, March 20, 13

Study: Mobile traffic during most popular TV shows

Source: Widespace joint analysis with Mindshare and Mediacom, February 2013

Perce

ntage

chan

ge in

Wide

spac

e tra

ffic

10%

10%

10%

10%

TV Commercial TV Commercial TV Commercial TV Commercial

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So what do people do in the mobile and why?

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People do everything!

Time spent in iOS and Android apps (Source: Flurry November 2012)

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Why do they do it?

33%

50%

17%

Can’t be bothered turning on the computer

I’m addicted to news and check all the time

Kill time

Source: Widespace user survey 2010

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morning rush hour lunch evening rush hour bed time

The “normal” Internet

The mobile Internet

Mobile is used at different times of the day

Source: Widespace Ad-Network analytics

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Study: Mobile ad campaigns are 4-5 times more effective than the web

Source: InsightExpress 2009

2%

3%

6%

3%

2% 2%

9% 9%

15%

14%

10%

12%

Unaided awareness Aided awareness Ad awareness Message association Brand favorability Purchase intent

OnlineMobile

Mobile vs. Online, Nov 2007-Dec 2009 Campaign Effectiveness Brand Metric Deltas

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Gaming is huge on mobile . So who is playing?

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Women57%

Men43%

An important target groupOlder and more affluent than one would believe

older than 4523%

between 30-4543%

Below 3033%

Wordfeud

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So, how can one create a successful campaign?

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App, mobile site or nothing?Level of campaign complexity

ExposureUnclickable banners

Exposure plus simple landing page(simple additional info page)

Exposure plus site/app for “fun” purposes

Exposure plus site or app for permanent purposes (Advanced features etc)

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SASWednesday, March 20, 13

Keep it simple:You don’t even need

a landing page!

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Top Model: nor an app nor site

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TV ads directly in the apps or sites

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Passbook

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What is Passbook?

• A place in your iPhone to gather coupons, e-tickets, hotel bookings, loyalty cards, etc.

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McDonald’s - Location based Passbook

96%added the

couponWednesday, March 20, 13

Store Locator Telenor

-Market message-Find the nearest store

-No mobile landing page

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Some more cases and effect

measurements

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Right ad at the right time:Lotto on Wordfeud

7.78% CTR

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Swedish Lottery: Triss

• Challenge: to tell the audience that Triss is available in the mobile with a solution that feels like the original scratch lottery ticket

• Solution: Splash Ad where the user can scratch the ticket directly in the ad banner

• Result: 5,8% clicked on the banner and 3.6% scratched directly in the banner

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• Measured on campaigns from VW, SAS and Apollo

• CTR: 1% (average all formats)

• Average time spent on landing page: 58 seconds per visitor

• approx. 5-15 times better than “normal web” (CTR)

Effect measurements - over three campaigns

*according to customers running same campaign on normal internet

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Swedish Well known brand

Svensk välkänd intresseorganisation Augusti 2010

Swedish large bankAugusti 2010

Make sure you know where your brand is seen!

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Are you a politician?

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• A different but natural behavior

• Not just traditional media - games and other things are growing fast in all groups

• Affluent target groups who have time for the ads - more effective

• Utilize the unique formats, targeting variables and interaction possibilities

• It is simple & effective

• Rapidly becoming THE major media consumption device

Mobile - a unique advertising medium

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Premium mobile advertising

Thank you!Henric Ehrenblad

Youtube: adsbywidespaceWednesday, March 20, 13