11 Time for mobile advertising is NOW!! Planet 9 d.o.o. Vojkova 78 1000 Ljubljana Slovenija - David Smolnikar Commercial and Marketing Division Marketing.

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Presentation transcript:

11 Time for mobile advertising is NOW!! Planet 9 d.o.o. Vojkova Ljubljana Slovenija - David Smolnikar Commercial and Marketing Division Marketing Department Director T

22 What is mobile marketing? Mobile messaging (SMS, MMS) (personal data, opt-in, targeted) Bluetooth marketing (limited location, anonymous) Location based marketing (opt in, location via mobile operators, GPS) Mobile mini sites (dedicated mobile mini sites) Mobile content sponsorship (sports, entertainment, in game) Mobile display advertising (banners on mobile portal) !

33 The mobile evolution Voice SMS MMS, WAP (data traffic) mobile WEB from listening to looking

44 Mobile display advertising -Creative advertising possibilities -Reachable to all mobile users -More adoptable OFF OFF PORTAL -Very fast to produce -Free data traffic -Familiar users experience -Better results ON ON PORTAL

55 ON portal example

66 OFF portal example disclaimer

77 Guide for mobile advertising (1/4) Which clients? Those who are targeting: –young population (15-19) –young at heart (30-39) TV PRINT WEB Those who advertise already on the internet Source: Quantitative internet analysis, Valicon, 2008, n=903

88 Guide for mobile advertising (2/4) How to present? State reach numbers Mention CTR Be simple Be graphical Present case studies Lend them a mobile phone Find mobile content that would be useful to them in spare time

99 Guide for mobile advertising (3/4) Which campaigns? Those that target mobile users Those that include elements of … Are based on WEB micro sites Source: Quantitative internet analysis, Valicon, 2008, n=903

1010 Guide for mobile advertising (4/4) Which advertisers?

1111 Cases of mobile advertising

1212 Case study: WHERE ARE THE BEST SEATS IN TOWN? Agency: Luna TBWA Slovenia Client: Renault Nissan Slovenia Goal: With a mystery question Nissan creates a introduction into Nissans image campaign that intends to focus or change the perception of sitting and car seats Realization: voting for the best seat on the web page AND on mobile portal that is reachable via SMS or mobile bannerswww.najsedezi.si Communication channels: print, outdoor, TV, internet, mobile portals (Planet, Vodafone Live!) On web or mobile mini site the users could: –Participate in the prize winning quiz that could win them the best concert or event ticket –Participated in an additional prize winning game if they gave some personal data (type of car they are driving, age and ) –Apply for a test drive at all dealers in Slovenia

1313 Case study: WHERE ARE THE BEST SEATS IN TOWN? Simple idea Simple design Interactivity Classical media Connected to music and entertainment Result: 15 % more interactions with the campaign by adding the mobile media

1414 Mobile portals in the region Mobile advertising Reach numbers Price list SloveniaMobitel - Planet √√√ Simobil - Vodafone live! √ØØ CroatiaVIP - Vodafone live! √√√ T-mobile - T-zones ??? Republic of Serbia Telenor - Telenor mobile √√√ MTS - Mondo √√√ VIP - Vodafone live! ØØØ Republic of Macedonia VIP - Vodafone live! ??? T-mobile - T-zones ØØØ

1515 Conclusion It’s a fact that mobile advertising will evolve – faster than internet Impressive CTR and reach numbers Agencies are aware Clients are open to new channels Mobile operators are ready Measurement is available and more accurate More & more case studies are emerging Google’s Eric Schhmidt announced bigger revenue from mobile than internet advertising. Time to include mobile advertising in the marketing budgets is NOW!!

1616 Send SEMPL to You will also receive FREE SMS alerts during the festival Visit SEMPL mobile portal

1717 Thank you... David Smolnikar Commercial and Marketing Division Marketing Department Director T