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5th Finger Co-founder and Vice President Steen Andersson gave this presentation to an Ad:tech San Francisco audience on April 22, 2009.
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5thfinger www.flickr.com/photos/35798967@N08/3307330817
MORE THAN MESSAGING.
5thfinger
1. What We Do
2. Mobility Planning
3. Innovation @ 5th
4. Example: Mobile Elements
Ad networks
& Targeting
Creative &
Post Click
Case "Study
http://www.flickr.com/photos/11266609@N00/2872069583/
Presenter: Steen Andersson Co-Founder & Vice President
5thfinger
Slow Networks 3G
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Under Powered Handsets
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But finally…
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Better Networks
&
Better Handsets
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Tapping into context.
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So, as an advertiser, what are the critical things you need to know about mobile?
http://www.flickr.com/photos/15360147@N03
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Know your mobile Ad Networks…
Direct Response (Long Tail of Publishers)
Branding (Premier)
High Traffic"Volume
Lower Traffic Volume Chart: North American Ad Network Inventory Mix (Source 5th Finger)
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so once you've chosen your networks, how does one go about targeting?
http://www.flickr.com/photos/23142766@N08/2845797907
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what about the latest banner formats?
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OUTONDVD&BLURAYRIGHTNOW!
Click to Purchase (Amazon)
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Click to Purchase (iPhone)
5thfinger © 5th Finger 2009
Interactive & Video Banners
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how do we drive ROI post click?
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SMS Coupons/Vouchers
Click to Call Branded Content Downloads
SMS Alerts
WAP Coupons
Sales Promotion Sweepstakes
Download Mobile Wallpapers
Videos (Trailers, etc)
E-commerce
Beyond the Banner (Driving ROI)
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“Hello, welcome to Verizon…”
Call to 188-332-4307
Duration 4s
Click to Call
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COFFEEHOUSELOCATOR
Enteryourzip‐code:
SUBMIT
COFFEEHOUSELOCATOR
Store Locator
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Checkoutournewsummerstyles.VisityourlocalSGHandgivethemthecode“SGH008”toreceive10%yournextpurchaseof$100ormore.
Get the latest styles! Enter your phone number here to receive coupons and more:
GO
CLICKHERE
Retail Coupons/Vouchers
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Yourname
Registerforatestdrive:
YourMobile#
SUBMITThankyouforyourinterest.Wewillbeintouchsoon.
Lead Capture
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TY4signingup4Victoria’sSecrettextmessages.Reply“Y”togetupto4msg/month.
URnowontheVSmobilelist!Lookforexclusiveoffers,eventcoverage&newproductinfo.
Subscribe for Victoria’s Secret Mobile Alerts Enter your phone number here:
GO
CRM & Loyalty
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Win a new iPhone 3G phone!*
Click Here to Enter Or text WIN to 95294
*Winner drawn on
12/31/2008.
Enter your Name and Mobile # to enter:
Your Name
Mobile # SUBMIT
THX. You’ve been entered in the draw. Winner drawn on 12/31. Std msg rates apply.
Sweepstakes
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Why mobile works for Land Rover…
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PC Home 119,876,000 Mobile:
38,083,000
Source: Nielsen Mobile TotalWeb Report Q1 2008
Mobile Web provides
an average of 14% lift in audience over the Home PC Audience
Extending Reach…
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Larger % of page
real estate vs PC
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High Click Through Rate (CTR): 1.5% aver
On average, for the InsightExpress® studies ran for last 12 months, mobile provided 5X lift (in brand metrics) over that of Internet ad campaigns
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LAND ROVER
Moving from PC to Mobile...
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$1.6M digital media budget goes to mobile…
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San Francisco Office +1 415 294 2040
Sydney Office +61 2 8307 7888
New York Office +1 646 578 8202
MORE THAN MESSAGING.
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