Mobile advertising
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Mobile advertising PowerPoint PPT Presentation


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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 .

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Mobile advertising

Mobile advertising


Mobile advertising lingo

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

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

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- 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

web advertising


Effective way to advertise

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

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

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

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

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

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

Location based Service(LBS)

Collaborate with carrier’s GPS data, provide pricing, duration, message

Increase impulse buying

Enhance Customer intimacy by developing one-to-one relationship marketing

Psychological nutruring


Lbs technology

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

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.


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