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Mobile barcodes provide an easy way for consumers to access relevant information and compelling content from anywhere. They are printed symbols that link consumers with interactive content such as videos, music, web pages, coupons, text alerts, movie tickets and more via their mobile phones. Today, mobile barcodes are turning up everywhere -- from newspaper articles, magazine ads and billboards to product packaging, receipts and even business cards.Neustar presented this slideshow at Mobile World Congress 2010 in Barcelona. Read it, and discover more about the many opportunities that mobile barcodes present!
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Mobile Advertising and 2-D BarcodesEntertainment or Essential?
Diane Strahan
Vice President
Registry and Digital Content Services
Power of Mobile as a Channel Barcodes: Easy to Use, Relevant, Flexible, Dynamic, Measureable
Mobile Barcodes are printed symbols that link consumers with interactive content:
Information» Access to critical information is quick and easy
» Provides relevant information when and where you need it most
Marketing/advertising» Transforms traditional mediums into interactive digital media – a powerful new media form where print, mobile and web converge
» Dramatically broadens the scope of mobile marketing opportunity
» Leverages unmeasured media (packaging, direct mail, in-store display, etc.) that add to the potential ubiquity of the medium
Entertainment» Instant access to movie trailers, music, book excerpts, associated meta data
» Drive awareness & excitement for new entertainment releases, introductions/upsell for associated licensed content
Commerce/Retail» Shortens sales cycles – influences buying decisions in and out of store
» Supports partner marketing, marketing coop and upsell opportunities through product tie ins
Enterprise/Supply Chain Logistics» Increases supply chain efficiency
» One code - Link marketing, advertising and supply chain where appropriate
2© Neustar Inc. / Proprietary and Confidential
Barcodes - Here, There, Everywhere
3© Neustar Inc. / Proprietary and Confidential
Mobile Barcodes – The Time is Now
What it is
• The ability to scan an object with a camera
phone and experience
» Deep link content
» Pre Populated SMS
» Calendar Event
» Pre populated phone call
» Other phone invocations
• Already big in Japan, and growing
worldwide
• Satisfying and engaging user experience
Why care
Operator
• An opportunity for revenue enhancement (ie advertising, meta data, new services)
• Drives data usage and customer satisfaction –easier method; opt in
• Provides key insights into subscribers’ interests for digital content and additional advertising leverage.
Brand/media
• Establishes relationships with consumers
• Accurately measures campaign performance near real-time
• Influences purchase decisions
Advertisers Want It. Retailers Need It.
Operators Can Enhance It.4
© Neustar Inc. / Proprietary and Confidential
Why Barcodes Deliver Value
• Competitive against other direct
response media
» Average cost per lead is $.60.
Barcodes can come in at half that
price.
» Comparable to Google Ad-word:
$.69 (2008)
• Converts offline audience to online
relationships – adds measurement
5© Neustar Inc. / Proprietary and Confidential
How Brands/Agencies/Advertisers ProfitAs Mobile Channel Evolves, Advertisers Personalize To Drive Customer Loyalties
6© Neustar Inc. / Proprietary and Confidential
Evolution of Media & Marketing Value Chain
Value of
Targeted
Media to
Advertisers
Radio
TV
Internet
Mobile
Grab attention with greater context/relevancy
Increase interest with user simplicity,
immediacy & ease
Enhance desire by tuned content, more
qualified offer with Metadata
Ease of payment and POS tie ins for
Prospect to takes action on the offer
Ease of address book/community tie ins
promote viral return for brand
Awareness
Interest
Desire
Action
Loyalty
Mobility has the potential to improve
advertiser reach & ROI with targeted
and personalized campaigns, reducing
time between customer “awareness”
and “sale”
Barcodes are worth more
becauseconsumers enter the hierarchy here
Interoperability is Essential
• Most campaigns rely on one proprietary
symbology, one campaign resolution
company and have no mass or scale
» The result: Industry fragmentation.
» Competing vendors and technologies
resulting in a market unable to sustain
unique point solutions.
• Brands who buy advertising demand:
» Reach
» Targeting
» Measurement and
» Competitive ROI for their spend
• Importantly: Interoperability is critical
» Leverage each players’ investment
» Supplies broad reach for brands and advertisers
» Provides safety and security of large numbers
− Standardized systems and competitive suppliers
− Clearinghouse provides secured gateway
» Provides the critical mass required to build and sustain healthy ecosystem
− Peering and point solutions don’t address
− Competition, innovation and scale matter
7© Neustar Inc. / Proprietary and Confidential
Neustar Supports Players With Different Needs
8© Neustar Inc. / Proprietary and Confidential
Clearinghouse
Registry
Gateway
Clearinghouse/
Registry
Content
Campaign Manager
Large MNOs
Gateway
Small MVNOs
Campaign Manager,
Publisher
Campaign Manager,
Agency
NeustarLinking
players and
systems to
provide
reach
and create a
marketplace
exchange
Mobile Application Providers
1. A code is scanned and sent through a local gateway to the designated clearinghouse.
2. The CCH does a registry lookup then queries the Campaign Manager for content
3. The URI is sent back to the handset which invokes it, commonly retrieving some remote content
The User Experience – How it Works
9© Neustar Inc. / Proprietary and Confidential
Visa “Check Your Balance” Contest
10© Neustar Inc. / Proprietary and Confidential
Get Event Updates Delivered to Your Phone
11© Neustar Inc. / Proprietary and Confidential
Barcodes to Download Show Content
12© Neustar Inc. / Proprietary and Confidential
Vide
o
NeoMedia “Scan to Give” Campaign
13© Neustar Inc. / Proprietary and Confidential
Campaign Manager Partners
Company Contact
Mobile Discoveryhttp://www.mobilediscovery.com
David Miller, CEO
(703) 929-3597
NeoMediahttp://www.neom.com
Dean Wood, VP of BD
+447798 853228
3G Visionhttp://www.i-nigma.com
Maury Margol, Director, U.S. BD
(770) 289-1769
Mobile Data Systemshttp://www.mobiledatasys.com
Joe Spiteri, President & CEO
(630) 360-3400
14© Neustar Inc. / Proprietary and Confidential
Players and roles• Brands- pay money for campaigns and fund
everything - Control system success. May
purchase names and codes directly from Registry,
but require CM to resolve.
• Campaign Manager (CM)- resolves codes and
can develop and run mobile campaigns on behalf
of brands
• Mobile Network Operators (MNOs)– Deploy and
support reader proliferation so brands can
advertise to a sufficiently large audience.
Operators can contract with CMs for a share of
advertising revenues.
• Clearinghouse- Routes traffic from MNO
Subscribers to CMs and back
• Media Company – Publisher of print, video, or
electronic content. Includes magazines, outdoor,
television, Internet, etc.
• Advertising Agency – Acts to coordinate message,
placement, and content of advertising, often in
coordination with media and CMs
• Code Reader – Software on handsets that
recognizes barcode symbols and sends traffic to the
clearinghouse. Also receives response from CM
(through clearinghouse) and launches device
functions. May also be CM.
• Registry– Reference database documenting
relationship between CMs and the codes they
publish.
15© Neustar Inc. / Proprietary and Confidential
Code Resolution Pilot Ecosystem
16© Neustar Inc. / Proprietary and Confidential
An Invitation to Participate
• Learn how your company can participate in and gain from the oncoming
mobile advertising market
• Test multiple business models and entry strategies to determine best
approach and sequencing
• Low risk environment
• Industry Supported Initiative
• Standards Based – Interoperable system
Contact [email protected] for more details
17© Neustar Inc. / Proprietary and Confidential