MIS553: Mobile Marketing Strategies

1. MOBILE BANNER ADSCourse Faculty: Mrs Yasmin MalikVenue: IBA City Campus, KarachiCourse Start Date: Spring 2012 (Feb 1) MIS553: Mobile Marketing Strategies

2. Ad Opps with Banner Ads

3. Mobile Banners & Display As with traditional banners, mobile banners are graphics placed on a Web page (mostly graphical but they can be text/graphics based) After click-through, the user is linked to a specific offer or full page ad or a mobile website (usually a portal designed specifically for that campaign) Mobile site owners agree to show the ad on their sites in return for payment from the mobile ad network Earning Revenue: Mobile Pay Per Click (MPPC) text/image ads that are similar to traditional pay-per-click (PPC) offered by online search engines Mobile ad impressions can also be purchased on a Cost Per Thousand (CPM) basis Although ads can be included on any mobile site, mobile ads are most commonly included on mobile news and information portals, social networks or “traditional” portals (Yahoo!, MSN, AOL) and gaming sites As we have seen in the “Mobile Portals” session, the above is coupled with heavy investment into the development and update of mobile websites in this category in order to monetize the heavy mobile traffic anticipated to make use of these sites

4. “On-Deck” vs “Off-Deck” Mobile Advertising On and Off Deck are fundamentally different and should not be confused As discussed, many MNOs have a mobile “home page” that is configured to work well with their subscribers’ mobile browsers The Operator’s portal is also known as the Carrier’s “Deck” or “On-Deck” mobile website and provides a variety of links to branded, mobile-specific external sites to make it easier for subscribers to navigate On-deck web access is Web access that the MNO provides through a branded portal (also known as a WAP deck) sometimes also known as a “Walled Garden” Most MNOs provide subs with a menu or “deck” filled with the Operator’s own content that has been supplied through deals made with news organizations, record labels, TV networks and other content providers Off-deck Web access is access to the Web at large through a mobile browser that the Operator does not control The crucial difference: to be included on an Operator Deck, you have to work with the Operator or one of its agencies to place your banner ads– whereas for off-Deck mobile Web, all you need is a website that a mobile browser can access “Off-portal” or “Off-deck” sites include Yahoo!, Facebook, BBC, Sky News etc. Despite the fact that a lot of mobile Web traffic is moving off-Deck, being listed on an Operator’s Deck can be an important way for mobile marketers to drive traffic to their mobile offerings Placement on an Operator’s first page can result in downloads of between 50-90% more than when promotion is done in other places Brands that want to take advantage of Operators being able to serve ads on specific demographic info about their subs etc. must work directly with the Operator Operator dominance once again!

5. Banner Ad MMS Creatives with Poor Scaling Dimensions MMS Creative (I) scales down well down to 180x180 but at smaller dimensions, text and details are lost Source: www.mmaglobal.com

6. Banner Ad MMS Creatives with Good Scaling Dimensions MMS Creative (I) scales down well down to 180x180 as well as 120x120 as the image remains clear over a range of dimensions Source: www.mmaglobal.com

7. Image Banner Ads Examples Source: www.mmaglobal.com

8. Image Banner Ads Examples

9. How To Buy Advertising on the Mobile Web? Some Operators and publishers that have mobile web sites/portals will sell mobile ads directly Others will allow their inventory to be sold by a third party either as a premium inventory or as part of a mobile ad network The biggest difference between buying Mobile Web display ads and Internet display ads: Mobile Web ads are not sold by unit size Reasoning: sizes and resolutions of mobile screens vary and hence the way content will look on different phone screens will vary As a result: many publishers and ad networks will ask you to provide multiple versions of your banner creative with your Mobile Web campaign

10. Measuring the Success Of Banner Ads Main measurements of success are: Impressions click-through rates (CTRs) Impressions: Also known as “page views” or the number of times that an ad is shown This is the number of times a particular Web page has been requested from the server Advertisers are interested in page views because they indicate the number of visitors who could have seen the banner ad Although they don't measure the effectiveness of a branding campaign, they do measure how many visitors were exposed to it The most common way to sell banner ad space is cost (usually in $) per thousand impressions, or CPM (In roman numerals, “M” equals a thousand)

11. Measuring the Success Of Banner Ads Click-through Rate: The click-through-rate of an advertisement is defined as the number of clicks on an ad divided by the number of times the ad is shown (also known as impressions), expressed as a percentage For example, if a mobile banner ad is delivered 100 times (100 impressions) and receives one click, then the click-through-rate for the advertisement would be 1% Generally, a click-through-rate of 2% is considered very successful However, most campaigns register an average of 0.2-0.3%. Advertisers typically pay more for a high click-through-rate which should ideally be linked with resulting high purchase rates Others measure of success include: conversion rates (click-to-call, click-to-action, click-to-mobile web site) i.e. how many subscribers called the brand contact centre, how many requested a brochure, how many clicked through to a special mobile site