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Mobile advertising

Mobile advertising. 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 .

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Mobile advertising

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  1. Mobile advertising

  2. 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

  3. Lingo continued • Acquisition – visitor signs up for receiving emails or alerts. • CPC – Cost per conversion • CPA –Cost for acquisition • ROI – return on Investment (Gain-Cost)/Investment

  4. Types of Mobile advirtising Mobile banner Mobile pay per click on searching engine Contextual mobile ads – bidding plus position Idle screen ads

  5. 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

  6. web advertising

  7. 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

  8. 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.

  9. 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

  10. 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

  11. Mobile Coupon • Messaging: opt-in through ad network or carrier. Might involve cost 10c-15c for text up to 160 chars and 50c for image • Targeting: find balance between complicated and intrusive • Text opt-in: texting a keyword to short code • Invitation opt-in: customers database and send out text message. • Online opt-in: customers sign in and provide the phone# • Email opt-in • Redemption: QR code(scanner), alphanumeric(manual)

  12. Segmentation strategies Use the message to learn about your customers Run a multiple test: messages with different code and see which one generate the most traffic.

  13. Location based Service(LBS) Collaborate with carrier’s GPS data, provide pricing, duration, message Increase impulse buying Enhance Customer intimacy by developing one-to-one relationship marketing Psychological nutruring

  14. LBS technology Bluetooch – 100m radius, hindered by walls and obstacles. Wifi: store names, promotion names, watch video before using service. RFID: attach to some gift Near field Communication(NFC) – swipe phone to pay bill or access building.

  15. Mobile marketing tracking • Track the interaction and set up a customer preference database which keeps track • More effective promotion to • What phone • Method of delivery • Where to redeem the coupon • How long does a customer wait before redeeming the coupon.

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