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Vodafone Hungary Mobile Advertising in Action!

Learn about Vodafone Hungary's mobile advertising services, including ad serving capabilities, full-service solutions, and local case studies. Discover why mobile can be an exciting media for advertisers.

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Vodafone Hungary Mobile Advertising in Action!

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  1. Vodafone HungaryMobile Advertising in Action! 08 June, 2009 / Mobile Monday Bodnár Csilla / Mobile Advertising Manager

  2. Agenda for today • Share information about: • What we offer • Where we are now • Why mobile can be an exciting media for advertisers • Local case studies

  3. Vodafone has been FIRST to launch mobile advertising services in Hungary in 2008 (June) Today, we are still the only operator: AD SERVING Capable of executing wap, sms/mms and web campaigns – standalone or integrated, broadcast or targeted… FULL SERVICE Offering turn-key complex solutions from creative concepts to full campaign implementation „MEDIA” COMPANY Having established commercial processes and contacts to speak the language of advertising agencies

  4. SMS: Rúgd a bőrt a telefonodon! Töltsd le most díjmentesen a Real Football 2008 játékot és…. Advertising portfolio of Vodafone Hungary Direct messages Print MobileWeb Internet • Targeted SMS/MMS messages • 120.000 users in opt-in database (demographics, interest) • Mobileweb banners • Link placements • Co-branded content offers • 150.000 unique users/month • Targeted banners on Vodafone’s webSMS pages • Banners on Vodafone webSMS, „enquiry service” and handset pages • 350-500.000 unique users/month • Consumer • ONE • FOTEL • Enterprise • TÁRSASÁG Unique, client and brand specific, innovativemobile advertising solutions!!

  5. Brands are interested! since the launch in June 2008: 25 Brands issued 43 campaign orders booking 62 campaign flights

  6. Why mobile can be an exciting marketing media?3+1 key reasons!

  7. 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 01 02 03 04 05 1. „Always in Reach” – mobile is a very direct, personal tool User activity Lunch, break for catch-up Organise day, commute Commute, shopping Evening entertainment, at home Example messages Register and win an Opel Corsa from Vodafone! Get your instant 10% discount coupon for Springfield! Download Real Football 2008 for free - sponsored by Nivea for Men Deo Sport! McDonald’s breakfast menus on special today: only 100 Ft!

  8. 2. Interaction Novelty effect: advertising = content! Small sized screen means high recognition rate →NOT flooded with ads Click-to-Action: anything a mobile can do!calling, register for call-backbrowsing for infodownloads: video, game, wallpaperadapted internet pagemap (location), purchasing, coupons… We have already tried: Further options:

  9. 3. Targeting Contextual – similar to other media Type of device income Information related to phone number – consent needed!Demographics (sex, age)Interest (16 filters)„Mobile” behavior (eg. roaming)

  10. +1. MobileWeb audience Source: TGI Without targeting: Young (18+), Male, Urban, High income (AB status)

  11. Case Studies from Vodafone Hungary

  12. 4/1 Citroen C5 campaign (2008 Oct-Nov) Mobile microsite Mobileweb banner Test drive registration, catalogue order, video download with 1 click!

  13. Key results Transactions 53test drives booked 77catalogues ordered Sales! Engagement 5.000+users engaged on mobile microsite Awareness Brand metrics! 2.000.000ad contacts 3,84% CTR

  14. 4/2 Nivea For Men Deo Sport campaign (2008 June-August) Mobilbweb and targeted SMS campaign Free of charge MMS & SMS Olympic news alert service (Bejing 2008) Nivea Olympic News microsite (sponsored content) Free of charge downloading (Real Football 2008) results, daily news, photos of the best moments, picture of the day..

  15. Key results 300.000+unique users reached 10.000+users activated 3,6%CTR on mobilweb 6.505 mobile events activated No.1.mobilegame downloaded in about a week (Real Football 2008)

  16. K&H Új Magyarország Mikrohitel és Új Magyarország Hitelgarancia vállalkozásoknak. Részletekért küldjön IGEN-t a 1770-re díjmentesen! Vodafone Mobilhirdetés 4/3 Direct SMS: K&H Bank campaign (2008 Nov) SMS dialogue mechanism!! Managers and entrepreneurs targeted ONLY!! ANSWER: „YES” Köszönjük! Részletért hívja a 3353355 számot, vagy kattintson: http://live.vodafone.com/cae/3pi/display.do?nodeName=3pi-mediapark-kandh_promo-default. K&H Bank ANSWER: other than „YES” Köszönjük visszajelzését! További kellemes napot kívánunk! Üdvözlettel: K&H Bank • Campaign results: • 1,053 registered users • 8% of target group responded positively

  17. 4/4 Direct MMS: LG Secret (2008 Dec) Mobile microsite Targeting opt-in users interested in mobile/technology!! Slide 3 Slide 2 Slide 4 Slide 1 Product information, special Vodafone offer and quiz game with 1 click! 5,004 users successfully reached from the target group

  18. Thank you for your attention !

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