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Wireless Advertising

Wireless Advertising. Mostafa Dehghan Pooya Amini Ali Dabirmoghaddam eCommerce-Spring 2007. Outline. Managerial aspects Mobile Advertising Set to Double Mobile literacy… Wireless Ads Drivers SWOT Analysis. Introduction Statistics Definition Objectives Potential of WA. mBranding

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Wireless Advertising

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  1. Wireless Advertising MostafaDehghan Pooya Amini Ali Dabirmoghaddam eCommerce-Spring 2007

  2. Outline • Managerial aspects • Mobile Advertising Set to Double • Mobile literacy… • Wireless Ads Drivers • SWOT Analysis • Introduction • Statistics • Definition • Objectives • Potential of WA • mBranding • Definition • Mobile medium advantages • Case Studies

  3. Introduction • Attract the attention of a customer • Print media, TV, radio, e-mail, … • Offer individualized advertising to meet individual needs

  4. February 2007 • 2.7 billion mobile phones in use • Three times as PCs • Almost twice as TV sets • 34% of internet users have logged on with a wireless connection

  5. Definition • Wireless Advertising refers to : • Activities that deliver ads to mobile devices • Mobile ads solutions that promote sales • Build brand awareness

  6. Objectives • When • Where • How (Technical Context)

  7. Potential of WA • The main advantages of WA : • Cost effective • Personal touch • Tailored • Ubiquitous commerce applications offer: • Ubiquity • Local awareness • Personalization

  8. mBranding

  9. Branding • the term has many possible meanings • the means by which a company creates a compelling consumer experience that differentiates the company’s offerings from the competition

  10. mBranding Definition • How will mobility change our idea of what constitutes the ‘‘brand experience?’’ • mBranding is using the mobile medium to create : • Differentiation • Generate sales • Customer loyalty

  11. Mobile medium advantages • Immediacy • Intimacy • Interactivity • Mobility • Immersion

  12. Immediacy • Yahoo! worked with ad agency R/GA • Nearly 3,000 pedestrians participated in the promotion • Interactive video game • forty-five-second Grand Prix

  13. Intimacy • Coca Cola Unexpected Summer • Combination cell phone and GPS tracker • Summer 2005

  14. Case Study (ad|runners) • The service gives advertisers something they can’t get anywhere else • Ability to modifying in real time based on time and location • By Adapt Media

  15. Ad|runners (cont) • 12,187 cabs in New York • 350 cabs are running the ads • $80 to $125 per cab per month • 50,000 to 100,000 visitors per day per taxi-top

  16. Case Study (Smart Billboards) • By Smart Sign Media • Scan cars to detect which FM radio stations drivers are listening to • Serve up advertising messages that best fit the drivers • e.g. classical music listener luxury cars

  17. Mobile literacy and social networking • Some 60% of 2.5bn mobile subscribers in the world actively use text messaging. • Some US$60bn in service revenue annually.

  18. Wireless Ads Drivers • 3rd generation wireless technologies, permit data transmission speeds of up to 2MB/s. • Mobile delivers CTRs averaging around 10% higher than the Web.

  19. Mobile Advertising Set to Double • US Mobile Marketing forecast: 2006-2011, Jupiter Research (October 2006)

  20. On the other hand…

  21. SWOT Analysis Strengths Weaknesses Opportunities Threats

  22. References • Rick Mathieson, “Branding Unbound”, AMACOM 2005 • _______ , “Mobile Advertising Set to Double “, www.emarketer.com, 4/15/2007 • Mike Baker, “What’s Working in Mobile Advertising?”, mmaglobal.com, 5/20/2007 • Huisken, Neike, Prado, “The New Wireless Economy”, elab.insead.edu, 5/11/2007 • AnatolPorak, “Real Life Scenarios of Location Based Advertising”, www.e-lba.com, 4/18/2007

  23. Any Questions ?

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