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Mobile Monday Presentation

Mobile Monday Presentation. Prepared by Mindshare Interaction Aileen Ku, Director, Shanghai. Motomusic Case Study. Background. Objective Utilize WAP advertising to drive traffic to the Moto music store with the intention of registering and downloading ringtone, music, etc.

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Mobile Monday Presentation

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  1. Mobile Monday Presentation Prepared by Mindshare Interaction Aileen Ku, Director, Shanghai

  2. Motomusic Case Study

  3. Background • Objective • Utilize WAP advertising to drive traffic to the Moto music store with the intention of registering and downloading ringtone, music, etc.

  4. Key Message & Creative • Creative 1 (banner and textlink), Lincoln Park and Fayer, download the latest Ringtone • Creative 2 (banner and textlink), Download from Motomusic store and get an E2 • Creative 3 (textlink only), Download free Wu Niang ringtone

  5. Contact Strategy/Process • Upon clicking users are taken straight to the Motomusic homepage. Here they have the option of signing up or if already a member, of downloading music directly • Registration • Download • WAP Ad

  6. What the most value WAP advertising brought to Moto music store? • Compared with data in previous days, during the campaign period, both the visitors and the new visitors tripled. • Downloads decreased a little but registration jumped. • During the campaign period, the visitors & new visitors had a great jump, exposing many new people to the Motomusic WAP site. • Data is incomplete but registrations seem to increase overall while the downloads reduced slightly • Not surprisingly the biggest spike in registrations coincided with the ‘free download’ creative being run Data Source: Audacee

  7. Findings & Optimisation for future campaigns • Even over a week trial WAP as a channel was able to contribute significant traffic visitor volume • Negotiate smarter deals for further campaign to enhance ROI • Improve upon cost efficiencies as much as possible • Concentrate on HP placements which delivered the highest volume of clicks and the lowest CPC. • Utilise text links solely which gave the better results than buttons in this campaign • Select the targeting time more on Friday to Sunday to improve cost efficiency • Textlink rotation is necessary to make the content fresh to users and some free or valuable content help call to action. • Implement tracking download by target & channel & position and creative to investigate more opportunities • Drop off between click and registration & immediate download (below industry average conversion levels) could be improved with a more user friendly registration process

  8. Overall Issues and Challenges

  9. Issues • Lack of industry benchmark for success and thus justify campaign budget allocation • Lack of research and prior case studies to persuade conservative clients • Hard to overcome some technical problems

  10. Recommendations • Establish syndicated research • Provide more tangible/interactive demo and reports • Establish more industry reports to move wap advertising to an awareness tool rather than performance tool

  11. The Future Of Wap Advertising • There is a gossip that CMCC has the new direction to let WAP users to log on Monternet first and then go to other WAP sites. • MAYBE IN THE FUTURE ……. • Before CMCC takes the new policy (log on Monternet first and then jump to WAP sites) by the end of this year it should be safe to invest on WAP, but if CMCC do, many WAP sites will be affected much in term of traffic. Conversely Monternet traffic will increase greatly. • For advertisers, we would speculate the market and recommend moderate campaigns until the CMCC rumor has been cleared up. • China mobile population (30%) vs. online population (8.5%) poses potential marketing opportunities.

  12. Thank You Aileen.ku@mindshareinteraction.com

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