1. Mobile Advertising
Mobile Internet
INTACT Interactive Member of: Internet ad serving by: Mobile ad serving by:
Online Sales Agency
Part of INTACT Media Group
www.intact-interactive.ro

2. Content
 New Media, Internet & Mobile
 Mobile Internet Overview
 Mobile Market Trends
 How to get the most out of mobile advertising?
 Case Studies
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3. New media
“
New media is a term meant to encompass the emergence
of digital, computerized, or networked information and
communication technologies in the later part of the 20th
century.
Most technologies described as quot;new mediaquot; are digital [...]
”
WIKIPEDIA.ORG
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4. New media
Number of Users Penetration
WORLD
Internet Users ~ 1 596 000 000 23.80%
Internet Growth
2000-2008 342.20%
Mobile Users ~ 4 154 768 588 61.94 %
EUROPE
Internet Users ~ 393 373 398 48.90%
Internet Growth
2000-2008 274.30%
Mobile Users ~ 957 040 551 119.25%
ROMANIA
Internet Users ~ 7 430 000 33.40%
Mobile Users ~ 27 651 495 128.00%
SURSA: INTERNETWORLDSTATS.COM
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5. Internet Market Overview
Year 2005 2006 2007 2008
Value (EUR) 3,800,000 7,000,000 15,000,000 20,000,000
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6. What is Mobile Advertising?
It’s a collection of mobile channels suitable for
advertising such as:
Mobile WAP banners
SMS advertising
MMS advertising
Advertising in games and videos
What it’s NOT!
Mobile Advertising is not about SMS SPAM
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7. Mobile Internet
REACH
5.6 million Europeans access financial information
from their mobile phones - 23.6% increase over last
year. (highest increase: 30.2% in Italy)
POPULARITY
Mobiles now more omnipresent than PCs
COSTS
Average mobile phone cost in the EU: €476
Average mobile subscriber yearly spend:
€401 mobile phone bill (highest in Spain: €544)
€69 acquiring their handset (highest in Italy: €148)
€6.07 on mobile content such as ringtones, wallpaper,
games and music. (highest in the U.K. : €6.89)
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8. Mobile Internet
Mobile it’s personal
90% of customers are located where their phone is
Reach Potential
Over 90% of Total Consumer population have Mobile Telephones
45% of Romanian population On VDF= 9.8 millions unique users
Positive perception
Romanian market is open to this kind of advertising
Cost efficiency
Reach more customers with less money
Interactivity
click2call, click4info, click trough, click2sms, click2buy
Advanced Targeting Opportunities
NO MESSAGES WASTED
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9. Mobile Internet - Targeting
TV / Radio Internet Print Mobile
Channels, programs Similarity with the Group targeting Individual targeting
and time of day subject of search or web based on and frequency of
Targeting site affinity
demographics display
Age
Gender
Location
Expenses ? ? ?
Interests
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10. Mobile Internet - Clients
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11. Mobile Internet in Romania
Mobile content / websites
The top internet news portals developed in the last 6
months mobile websites
Vodafone live! portal: >1.6 mil page views and > 350k unique
users per month
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12. Mobile Internet in Romania
Mobile 2.0 – user generated content / socia media
Social Media apps suchs as Twitter, Facebook, LinkedIn
are gaining more and more awareness and are
positioning as content generating sources (e.g.:
Moldavian’s Revolution on Twitter, The Bucharest
Earthquake on Twitter).
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13. Mobile Internet in Romania
Location Services
Behavioural & location services will become more and
more important, as it allows advertisers to target
precisely the potential customer
Example: after completing a quizz on the Vodafone
website, a potential customer that answered that his
hobby is automotive will receive an SMS offer when
passing by the RENAULT store in the mall.
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14. How to get the most...
...out of the mobile advertising?
Optimizing Landing Pages
Placement of Product or Service Offering
The call to action, product or service that you are
promoting have to be easy to locate on the landing
page. A solution will be to include the call to action
area multiple times on the landing page
Consistency between Ad and Landing Page
It's important that the ad a user clicks and the landing
page to which it takes them are consistent. For
example, if you are running an ad in Spanish, ensure
that your landing page is in Spanish as well.
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15. How to get the most...
...out of the mobile advertising?
Managing Ads
Tracking URLs
By creating unique URLs for each of the ads you can
measure the impact of each targeting/creatives.
Multiple Ads
Advertisers who have multiple ads running see higher
click-through-rates than those with fewer ads. Also
having multiple ads allow you to experiment with ad
performance levers such as targeting, creatives, etc.
Changing Text Frequently
Users are more likely to click on ads that they haven't
seen before. Consistently refreshing your banner will
ultimately improve your click-through-rates (CTR).
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16. Common mistakes
Not including branding or a call to action in banners.
Users who know who you are are much more likely to
click and then convert into customers.
Not changing ad text frequently.
Users are more likely to ignore your ad if the they’ve
already seen it.
Too few ads.
The recommended start is with a minimum of three to
five ads to increase your visibility and allow you to
optimize
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17. Common mistakes – part 2
Not carefully selecting targeting.
To ensure that your ads are shown to the right users,
you have to know who you’re trying to reach.
Not optimizing ads.
Not optimizing your ads during a campaign may mean
missed opportunities for maximized performance.
Landing pages aren’t optimized for mobile.
To maximize conversions, you should ensure that your
ads are sending mobile traffic
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18. Case study no 1
CASE STUDY – FINCREDIT
4 days - 47 830 impressions - CTR 3.14 % - Conversion rate 10.24 % - 154 leads
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19. Case study no 2
CASE STUDY – MILLENNIUM
31 days - 262 213 impressions – Clicks 1116 - CTR 0.43 %
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20. Case study no 3
CASE STUDY - eTOPUP
4 weeks
282 042 impressions
CTR 1.05 %
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21. THANK.YOU
Gabriel Boaca
Sales Director
gabriel.boaca@intactinteractive.ro
0757 018 391
www.gabrielboaca.ro
www.linkedin.com/in/gboaca
www.twitter.com/gboaca
Subscribe to our RSS feed!
http://www.intact-interactive.ro/feed/
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