Dml 13 henric ehrenblad - widespace - waarom mobiel adverteren

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


Widespace - premium mobile advertising

founded

2007

80staffHolland,

Germany, Sweden,

Finland, France and Norway

Premium formats

Premium placements

Premium Technology


• 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


What is Natural?


What do mobile consumers do naturally?

What is suitable for my brand?

6


Are QR codes a good idea for your specific product?

7


“Look! your newspaper will receive new life”


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!


The rapid mobile shift


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


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%!


Not just humans use apps..


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In 2007, few people considered mobile:


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


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


So what do people do in the mobile and why?


People do everything!

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


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


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


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


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


So, how can one create a successful campaign?


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)


SASWednesday, March 20, 13

Keep it simple:You don’t even need

a landing page!


Top Model: nor an app nor site


TV ads directly in the apps or sites


Passbook


What is Passbook?

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


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


Some more cases and effect

measurements


Right ad at the right time:Lotto on Wordfeud

7.78% CTR


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


• 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


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?


• 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


Premium mobile advertising

Thank you!Henric Ehrenblad

Youtube: adsbywidespaceWednesday, March 20, 13

Dml 13 henric ehrenblad - widespace - waarom mobiel adverteren

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