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Mobile Marketing in Practice
Mobile Advertising Formats
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Learning Outcomes
At the end of this session, you should be able to;
• Describe the features and potential benefits to the marketer of different mobile advertising display and non-display formats
Syllabus references 2.1, 2.2
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Mobile Display Formats
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Basic Mobile Banners• The simplest forms of mobile display banners work across all mobile devices,
including feature phones• They are simple animated or static GIFs that have only one click-through destination• A variety of formats may need to be produced depending on placements required –
Responsive design works best • Some file sizes and specs are extremely limiting creatively
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Expandable Banners• The use of simple JavaScript within smartphone browsers has led to the
widespread uptake of expandable banners• Users click the banner, which then expands to fill the screen
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Integrated Features• Ad formats can now integrate with some features of the phone, such as
calendar and address book
• This format for a movie allows the user to either watch the trailer, or add the release date directly into the user’s iPhone calendar
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Creative Formats• The development of mobile browsers and HTML has led to an increase in the
capacity of mobile ad formats to be both creative and impactful• You can view some excellent creative examples here:
http://www.millennialmedia.com/solutions/advertiser/creative-gallery
• In this example M&M’s wanted to remind consumers why they are Americans favourite nut. The character was introduced into the ad by falling with nuts on the screen, before waving at the end
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Video Pre-roll• As on the web, many media owners have made video pre-roll available, and it
can be purchased through a range of ad networks and also programmatically. • Mobile video ad spend in the U.S. more than doubled in 2014, to $1.5 billion
and will reach $6 billion in 2018, representing about half of the total online video ad spend.
• The growth in mobile devices, broadband coverage and 4G services, device screen size and video consumption on mobile devices have driven this increase.
• Both Facebook and Twitter auto enable video content within a user’s newsfeed, further fuelling the growth of video.
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Mobile Non-Display Formats
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Mobile Search
• Local mobile searches (85.9 billion in 2013) are projected to exceed desktop searches (84 billion) for the first time in 2015
eMarketer, 2014
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Differences to Mobile Search
Mobile search has different consumer characteristics:
— Local searches undertaken are increasing - 50% of consumers use mobile devices each month to find local businesses (Google, 2014)
— Average response time for mobile search quicker than other devices - 50% of consumers who conducted a local search on their smartphone visited a store within a day, compared to 34% who searched on computer/tablet. (Google, 2014)
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Mobile Search optionsMobile search has a range of different options, including:
— Click to call— Click to app
download— Click to map— Click to mobile site
Google, 2014
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Direct SMS send
• Access to opted-in bases of SMS numbers can be purchased
• In the UK the main player is O2, who have more than 6m opted-in users
• The data is highly targeted and personalised, and the option remains one of the preferred options amongst media agencies
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Geo-Targeting• Some media owners, such as O2, offer the option to trigger an
SMS when users enter a certain radius of a retail or other location
• Starbucks used the service to offer an immediate discounton coffee
• Burger King used geo –targeting to sent coupons to consumers in specific communities and neighborhoods, enabling them to keep promotions in the forefront of consumers’ minds
• We discuss geo-targeting in more detail in a later session
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References• Google (2014), Understanding Consumers' Local Search Behavior, https
://www.thinkwithgoogle.com/research-studies/how-advertisers-can-extend-their-relevance-with-search.html (Accessed 7 August 2015)
• eMarketer (2014) Mobile Search Will Surpass Desktop in 2015,http://www.emarketer.com/Article/Mobile-Search-Will-Surpass-Desktop-2015/1011657 (accessed 7 August, 2015)
• O’Reilly, L (2014), Apple Is Planning To Turn Around iAd By Venturing Into Programmatic For The First Time, BusinessInsider.com,http://uk.businessinsider.com/apple-iad-programmatic-partnership-with-rubicon-project-2014-11?r=US&IR=T (accessed 7 August 2015)
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About the Oxford College of Marketing Oxford College of Marketing is part of the Oxford Professional Education Group and is a leading marketing institute that provides exceptional practical marketing courses, qualifications and bespoke training solutions.
We offer a range of professional sales and marketing qualifications, including; Chartered Institute of Marketing (CIM), CAM foundation, Institute of Sales and Marketing Management (ISMM) and University of California Irvine Extension (UCI).
Our training courses are delivered through an extensive network of UK study centres and global partners as well as through our comprehensive online learning system to support our large number of distance-learning delegates.
To find out more how we can help develop your marketing career, visit us at www.oxfordcollegeofmarketing.com
You can also get in touch directly by emailing [email protected] or by calling +44 (0)1865 515255.