1. Mobile advertising
trends, techniques, predictions, suggestions

2. Agenda
 Mobiletech
– Intro
 Mobile internet & mobile advertising
– Definitions
– Market & market predictions
 Mobile advertising
– Sizes and types
– Integration
– Measurements
– Mobile landing pages

3. Michael Buch Sandager
CSO, Mobiletech Group
http://www.mobiletech.mobi

4. Mobiletech
Mobile service provider
Mobile Web Framework
Newspapers tv-stations, agencies,
web services, mobile marketing,
public sector, organizations
Founded 2005, 30 employees
27% of Scandinavian mobile internet
NAF
Oslo, Bergen, Stockholm,
Washington DC & Copenhagen
“INMA awards 2009”: mobil.DN.se
”Telenor Digital Winner Prize”
gallup
“Red Herring Top 100, Europe winner”

5. Desktop Website
 One screensize
 Few browsers
 Common
technology
 Curser navigation
 Ads in fixed sizes
 …but no good for
mobile phones…

6. Internet pages optimized for each device

7. 470 mill print newspapers per day
825 mill cars
1.8 bill credit cards
1.6 bill tv sets
1.7 bill people with internet access
1.1 bill fixed phone landlines
4,6 bill mobile phones

8. Mobil internet is growing
Source: Mobiletech, weekly page impressions 2008-2009

9. Norway and Sweden
800000
700000
600000
500000
sum nor
400000 sum swe
Lineær (sum nor)
Lineær (sum swe)
300000
200000
100000
0
6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 1 3

10. "It's our goal to make mobile be the answer to pretty much everything.“
Eric Schmidt, CEO, Google at the Mobile World Congress, Feb. 2010

11. Mobile web <> Desktop web
Amount of page impressions
on mobile will overtake desktop
websites at the end of 2012
Growth is
8x was Internet
was…

12. Traffic over 24 hours
TV
Mobile
Web

13. Mobile site with ads
Mobile apps with ads

14. mobile internet <> mobile apps
Share of ads shown
Mobile Internet
Applications
50% of adds directs to mobile internet landing page
35-40% to custom applications
Source: Admob 2010

15. Mobile advertising prediction
25% of superbrands anticipate to spend 5 mill. euro
on mobile advertising in 2010
8,7 mia
euro 2014
Source: Morgan Stanley 2010

16. Mobile advertising statements
 Mobile ads accounts for 1% of global advertising spends
 Global mobile ads. 2008: 1 mia. euro
Global mobile ads. 2014: 8.7 mia. euro
 25% of superbrands anticipate to spend 5 mill. euro
on mobile advertising in 2010
 Av. price per click expected to rise to 0,15 euro in 2010.

17. Ads optimized for each device

18. Mobile ads setup
Request for Ad
Format, type…
Emediate Mobiletech
Served ad
Mobiletech detects:
- Handset, type
- Operator
- Browser
- User
- Position

19. MMA: Sizes & formats
 Xlarge 300 x 75
GIF; PNG, JPEG
<15 Kb
 Large 216 x 54
GIF; PNG, JPEG
< 9 Kb
 Medium 168 x 42
GIF; PNG, JPEG
< 6 Kb
 Small 120 x 30
GIF; PNG, JPEG
< 3 Kb
 Text 10-24 characters 59,- pr. md. / 300 MB

20. Landingpage

22. Leading to…
 Mobile landing page
– Order catalogue
– Call me back
– Quiz
– Poll
– Buy
 Mobile video
 Mobile application
 Mobile game
 Click2call
 Sign up for SMS alert

23. Measurements

24. Mobiletech
 Michael Buch Sandager, CSO
+45 2342 0558
mbs@mobiletech.dk
 Anders Holen, Country Manager
+46 709 161 967
ah@mobiletech.no