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Mobil e Advertising

Mobil e Advertising. What it is and where it goes… Tomáš Mátl, Vodafone - Media Solutions. About Vodafon e (and Advertising). World ’s biggest mobile operator More than 2 89 0 000 Customers in CZ Highest average ARPU on Czech mobile market

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Mobil e Advertising

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  1. Mobile Advertising What it is and where it goes… Tomáš Mátl, Vodafone - Media Solutions

  2. About Vodafone (and Advertising) • World’s biggest mobile operator • More than 2 890 000 Customers in CZ • Highest average ARPU on Czech mobile market • First operator to launch mobile advertising in September 2007 • Now covering mobile, web and print • 2008 advertising revenue in tens of million CZK

  3. How Often There Is a New Media Type? Time Context User Selection Location Age Gender Interests Ability to target Time Context User Selection Time Context Context Time Context Time 1439 1920 1940 1998 2007

  4. MobileAdvertising – what it is (and is not) “…It is sending people SMSes…” “…It is like internet, but small…” Well…mainly it is: • Mobile InternetPortals (e.g. VF live!) • Banners, Sponsored links, Search • Pushed messages (SMS, MMS) • Complemented with exact targeting and billing But it is not: Expensive Slow Old traditional WAP Limited in access

  5. Mobile Internet is Growing Fast Mobile internet until Nov 08 Vodafone Mobile internet now • „Too expensive.” • „It is not really an internet…“ • „How to access it at all?“ • Flat fee data tariffs • 6 moths free promo • Closed garden – partner content only • Subscription-based services • Browsers for mobile pages only • Live! portal as a gateway to internet • Web content adaptation • Free services *) Source: Seznam

  6. Why MobileMedia Mobile phone as a part of personality: The most personal device to Customers, “always” on Customer knowledge - precise targeting tool Billing relationship and customer“ownership” Customers accept (and want) relevant advertising Targeting: Interactivity: • Customer demographics • Location • Segment, Micro segment • Click to Browse, Click to more Info • Click to Call, Click to SMS • Click to Buy Key Mobile Media Differentiator: Interactivity & conversion

  7. Key Questions MA is to Address • How can the campaign generate money to Advertiser? • How can the campaign get Customer in direct contact with Advertiser? • Can Customers directly buy the advertised product?

  8. From Portal to Monetized Traffic 1. Advertisers and Partners monetize traffic generated via VF live! VF live! is positioned as a gate to mobile internet, User click will lead to: Redirect to Advertiser’s page, Use of Advertiser’s service

  9. From Portal to Contact with Customer 2. Advertisers benefit from direct contact with Customers… • Call or SMS initiation, • Coupon download • Registration on Advertiser’s page or form Click to CALL Click to SMS Click to DOWNLOAD Click to REGISTER

  10. From Portal to Purchase 3. New Distribution Channel complementing Campaigns • 1.Customer buys / reserves a product • 2. S/he is charged via bill or credit • Suitable for… • Airlines, hotels, travel agencies • Betting companies • Financial institutions • Ticket distributors • Service Supscriptions • …etc

  11. Key Initiatives for Future Success • Mobile pages Audience Measurement • General Business model definition • Market standardization (reporting) • Code of conduct

  12. v Děkujeme za pozornost tomas.matl@vodafone.com THANK YOU ! tomas.matl@vodafone.com

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