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ValueClick Europe Mobile Advertising and Performance Marketing

Explore the history, trends, and future of mobile advertising, including insights on adoption rates, consumer behavior, and cutting-edge technologies.

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ValueClick Europe Mobile Advertising and Performance Marketing

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  1. ValueClick EuropeMobile Advertisingand Performance Marketing Carl White, CEO ValueClick Europe 10 April 2008

  2. Commission Junction Nordic advertisers

  3. Multi-channel marketing

  4. October 1999

  5. Mobile advertising has a history of hype The portal wars may well be over in the wired world but the virgin landscape of the wireless world is still open to prospectors staking a claim. The mobile operators, traditional ISPs and a rash of wireless ISP start-ups are all feverishly eyeing the bookmark page on your WAP phone and dreaming of the millions of dollars the m-commerce market is expected to deliver. The unintuitive nature of current WAP phones mean that first mover advantage is more powerful than ever. ZDnet April 2000

  6. Get ready for mobile advertising?

  7. Penetration and usage 80.9% 70.8% 79.5% 66.5% Japan Korea Source: Online Publishers Association. March 2007

  8. Mobile internet increases overall web use 24% 24.9% 63.1% 66% 12% 10% Global USA EU France Italy Germany Spain Japan Korea UK Source: Online Publishers Association. March 2007

  9. Mobile services act as an adjunct to most advertisers “core” web offering

  10. The PriceRunner experience • Founded in Sweden in 1999 • Acquired by Value Click Inc. 2004 • PriceRunner operates in UK, US, Sweden, France, Germany, Austria and Denmark • We are a truly impartial price comparison site, and the only impartial one in the UK • We “empower consumers to find the best deals” • UK lead with the mobile launch first in July 2007

  11. Our UK mobile service launched in July 2007

  12. Clear consumer benefits • Easy to use • Quick to download • Minimising usage costs through pre setting navigation • Empowers consumers to research price and product information where they may need it most • Complimentary to our core web site rather than a replacement • Will change shopper’s behaviour

  13. June 2007

  14. UK - July 2007

  15. So was PriceRunner on mobile a success? • 000’s of downloads not millions • Small revenues from click to call • Some modest direct response to retailer call centres • Enhancement of retailer and advertiser relationships • Interesting practice for the world of the small screen • Significant increase in website natural traffic

  16. The internet is still the main media channel that motivates mobile application usage and mobile web purchases Source: Online Publishers Association. March 2007

  17. Mobile advertising is certainly a growth area Source: eMarketer. Mobile Brand Advertising, October 2007

  18. Blurring of the boundaries

  19. Not many payment gateway options

  20. Local search important

  21. New content and behaviour

  22. New business models

  23. Drivers • Affordable Data Usage • Behaviour...will Consumers start using mobile as an ‘taking action channel’? • Contentproviders to develop/adapt services that make sense for the user • Devices that are multifunctional and measure performance

  24. Creative execution the stark truth ‘Until an advertiser can commission a creative that they know will work for 90+% of end users without hassle then mobile is going to remain a sideshow.  Sure you’ve all these fancy solutions that can target handsets etc.... we could easily target ads in “traditional” online advertising to only users on PCs with a screen resolution of 1200x800 running Firefox 2 or above ...... but we don’t have to!’ Donal Kane, Technology Director, ValueClick

  25. Likely future developments • Google Android • OHA • iphone- enterprise solutions • Qik- potential for new types of social networks • Blyk- potential for new business models • Other social media opportunities • Monetisation of social media though networks • Opt-in behavioural targeting opportunities • Mobile might become just another platform

  26. Thank You Questions?

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