Mobile Standards Speed • GSM: Global System for Mobile communication – backbone of mobile communication, roaming • 3G: 5.8-14.4Mbps • 4G: mobile ultra-broadband 15-30Mbps • LTE: Long Term Evolution: competing of 4G. 100-50Mbps (300-75Mbps fastest) • WiMAX: 365Mbps • LTE Advanced: 1000-500Mbps
Cell Phone Operation System • Research In Motion(RIM) – BlackBerry (Blackberry 10) • iOS– iPhone (iOS 7) • Android – HTC incredible, Motorola (Android 4.4) • Windows Mobile – HTC Trophy, Windows Phone (Window Phone 8) • Symbian – Nokia • Bada - Samsung • Palm – Palm Pre
Mobile advertising lingo • Impression – one instance shown online • Click – the actual click • PPC – pay per click • CPM – cost per thousand impression • CTR click through rate, number of click per impression • Conversion –a visitor’s to your content and take actions
Lingo continued • Acquisition – visitor signs up for receiving emails or alerts. • CPC – Cost per conversion • ROI – return on Investment (Gain-Cost)/Investment
CPM (Click per Mille) • Total cost for running the ad is $15,000. • The total estimated audience is 2,400,000 people. • CPM is calculated as: ($15,000/2,400,000)*1000 = $6.25 per thousand views • In online advertising, if a website sells banner ads for a $10 CPM, that means it costs $10 to show the banner on 1000 page views.
CPA –Cost for acquisition • CPA= CPM / (1000 x CTR x CR). • Example: an advertiser pays a CPM of $10. • 5 percent click-through rate (CTR) to the landing (destination page). • 30 percent of those 5 percent convert to paying customers(CR). • For 20,000 impressions, CPA is: $10/(1000*0.05*0.30) = $0.67. That is, the cost per acquisition is $0.67.
Types of Mobile advertising • Mobile banner • Mobile pay per click on searching engine • Contextual mobile ads – bidding plus position • Idle screen ads
CASE STUDY- Land Rover • CBS and AccWeather through AdMob to smartphone customers • 73% of traffic to their mobile site • 45,000 Video views, 128,000 image views • 7,400 Wall paper downloads • 5,000 dealer look-ips • 1,100 Click to calls • 800 Brochure requests • ? to buy
What is It? Google Analytics is the enterprise-class web analytics solution that gives you rich insights into your website traffic and marketing effectiveness. • Write better-target ads • Create higher converting websites • Strengthen marketing initiatives
Feature Set • Advertising ROI (Return on Investment) • Goals • Integrated with AdWords and AdSense • Complete campaign tracking capabilities • Customized Reporting • Advanced segmentation • Custom reports • Dashboards • Advanced analysis tools • Sharing and Communicating • Email reports • Sophisticated administrator and user controls • Cross Channel and Multimedia Tracking • Mobile tracking • Internal Site Search • Flash, video and social network application tracking
Data Points Unique Visitors Page Views Bounce Rate Average Time on Site New vs. Returning Traffic Source
Focus Company The Huffington Post
About “The HuffPost” • Founded in 2005 by Arianna Huffington, a nationally syndicated columnist, and Kenneth Lerer, a business and media executive • Online publisher featuring news, opinion, and links to various other news sources • Approximately 8 million unique users, becoming one of the most popular news and commentary site on the Internet
The Task "We needed to continuously isolate our products -- news, editorial, blogs and more -- and see how each one was performing over time." - Chief Technology Officer for the Huffington Post, Paul Berry. • Must evaluate the success of story formats, news and other featured content which requires web analytics software that indicates where the site's visitors come from and how they interact with the site • Onsite and offshore software developers depend on communication and collaboration solutions to coordinate their efforts to make the site more eye-catching and interesting to read.
Results • Captured vital data about unique visitors and bounce rates • Separated subsections of the site including entertainment, politics and business; using filters able to track visitors to each section • Quickly gauge traffic spikes and update the content in minutes to drive the publication's editorial direction "Overnight, we can shape our feature stories or Quick Read columns and share any changes with everyone on staff to create more targeted, relevant content and attract more viewers," says Berry.
On- vs Off- deck web advertising • On-deck: Offer subscribers a menu or “deck” more control and focus content • Carrier has customers’ demographical information • On-deck mobile ad network • Off-deck: Web at large • Free downloadable application and games • Combined solution works better
Effective way to advertise • Creative: • Graphical: there are space constraint • Textual: use txt spk • Landing page: can create several landing pages for tracking • Targeting • Demographic: age, gender, income • Time: web analytics can determine traffic peak • Handset or carrier group • location
Evaluating Success • Subjective • Total impression • CTR • ROI (gain-cost)/investment • Associate actions to monetary values • Conversion Rate • Break-even may not be important at beginning.
CASE STUDY - Adadis • Click to call to Kevin Garnett • Voicemail from Garnett • Video • Images of top player’s shoes • More effective than any TV, traditional web advertising