Platform A Mobile July 2008

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Information about Platform A Mobile July 2008

Published on August 13, 2008

Author: space150

Source: slideshare.net

Third Screen Media Mobile Advertising Opportunities

Agenda Mobile Market Overview Mobile Web Advertising Executions Platform-A Mobile Solution TSM Network AOL Mobile Carrier On-Deck Advertising Verizon Wireless & Virgin Mobile USA Measurement and Results Mobile Services

Mobile Market Overview

Mobile Web Advertising Executions

Platform-A Mobile Solution

TSM Network

AOL Mobile

Carrier On-Deck Advertising

Verizon Wireless & Virgin Mobile USA

Measurement and Results

Mobile Services

Mobile Market Overview

Audiences are on the move... follow them Pressure on established channels (TV, newspapers) Viewer/subscriber declines Advertiser consolidation Media proliferation Rapid growth of emerging digital channels Internet Search Mobile Consumers’ evolving media consumption habits Media meshing Time shifting Social networking User-generated content Always-on growing at 3% per year growing at 25+% per year Mobile Offers A New Medium to Reach Targeted Audiences

Pressure on established channels (TV, newspapers)

Viewer/subscriber declines

Advertiser consolidation

Media proliferation

Rapid growth of emerging digital channels

Internet

Search

Mobile

Consumers’ evolving media consumption habits

Media meshing

Time shifting

Social networking

User-generated content

Always-on

The Mobile Market = Growth Today there are… 248MM Mobile Phones in Service 83% Total Penetration 234MM Data/WAP Phones (Mobile Web) 230MM SMS/MMS Phones (Text/Picture Message) 134MM Java/Brew Phones (Games/Applications) 116MM Video Phones The fastest growing media channel… Early participation by Fortune 500 brands A familiar and tech-savvy audience with phones in hand Sources – Nielsen Mobile April 2008

Today there are…

248MM Mobile Phones in Service

83% Total Penetration

234MM Data/WAP Phones (Mobile Web)

230MM SMS/MMS Phones (Text/Picture Message)

134MM Java/Brew Phones (Games/Applications)

116MM Video Phones

The fastest growing media channel…

Early participation by Fortune 500 brands

A familiar and tech-savvy audience with

phones in hand

Mobile’s 4 Media Types Source: Nielsen Mobile Q1 2008 & April 2008 40.4MM Users (WAP) Mobile Web Advertising 184.4MM Users (Text/Picture Messaging) SMS / MMS 11.2MM Users (Streaming/Pre-Roll) Video 20.8MM Users (Java/Brew) Downloadable Applications Message: 1

Mobile Internet (WAP): The Fastest Growing Mass Media Channel Source: Nielsen Mobile May 2008 Average Uniques (Millions) US MOBILE QUARTERLY WAP CONSUMPTION TREND

Mobile Web Advertising Executions

Mobile Web Advertising Executions Banner Ads with Text Call-to-Action Proven Marketing Model Engaging and effective Ad executions Click to WAP site or Click to Landing Page Data capture (SMS, email, other) Click-to-call Click-to-video Store locator Coupons Contests/Sweepstakes Trivia, Surveys, Tune-in and more… Campaign Averages CTR : Average 2%-4% CPM: Average $25 CPC: Average $1.50

Banner Ads with Text Call-to-Action

Proven Marketing Model

Engaging and effective

Ad executions

Click to WAP site or Click to Landing Page

Data capture (SMS, email, other)

Click-to-call

Click-to-video

Store locator

Coupons

Contests/Sweepstakes

Trivia, Surveys, Tune-in and more…

Campaign Averages

CTR : Average 2%-4%

CPM: Average $25

CPC: Average $1.50

Retail: FedEx Kinko’s (Click to Landing Page)

Retail: Office Depot (Click to WAP)

Retail: JC Penney Creative (Click to WAP with Video)

Platform-A Mobile Solution

Platform-A Mobile Solution – The Three Pillars *Source: Nielsen Mobile – Mobile Internet report April 2008 TSM Network, AOL Mobile & Carrier On-Deck combine to reach over 50% of the mobile Web audience in North America* World’s Premier Advertising Network 1 Billion US impressions per month 20 million+ unique US users (including AOL Mobile) More than 280 publishers Ad opportunities: Run of Network, Channels, Premium Sites Cross Carrier Campaigns Leading US Mobile Web Portal 40+ million US impressions per month 11.2 million+ unique US users Ad Opportunities: Run of, Main Page, Properties (MapQuest, CityGuide, Moviefone, TMZ, etc.) Largest Carrier On-Deck Mobile Web Reach 200+ million US impressions per month 13.8 million Mobile Web current subscribers Ad Opportunities: Verizon Wireless: Home portal, Category pages, Article pages Virgin Mobile USA: Homepage, Category pages, Article pages, Sugar Mama, SMS blasts

TSM Network, AOL Mobile & Carrier On-Deck

combine to reach over 50% of the mobile Web audience in North America*

World’s Premier Advertising Network

1 Billion US impressions per month

20 million+ unique US users (including AOL Mobile)

More than 280 publishers

Ad opportunities: Run of Network, Channels, Premium Sites

Cross Carrier Campaigns

Leading US Mobile Web Portal

40+ million US impressions per month

11.2 million+ unique US users

Ad Opportunities: Run of, Main Page, Properties (MapQuest, CityGuide, Moviefone, TMZ, etc.)

Largest Carrier On-Deck Mobile Web Reach

200+ million US impressions per month

13.8 million Mobile Web current subscribers

Ad Opportunities:

Verizon Wireless: Home portal, Category pages, Article pages

Virgin Mobile USA: Homepage, Category pages, Article pages, Sugar Mama, SMS blasts

TSM|Network Publisher Overview

AOL Mobile Leading mobile Internet portal, #1 in the US for mobile messaging and mobile mapping 11.2MM+ unique mobile users per month Billions of mobile messages per month Mobile MapQuest is the #1 mobile mapping application in US* Description/Audience Demographics AOL WAP Portal with Search, AOL and AIM Mail, MapQuest, CityGuide, Moviefone, Weather, News, Money & Finance, Sports, myAOL Favorites feed reader, Entertainment, AOL Pictures, Horoscope and AIM Pages Gender: 53% M / 47% F** Age: 13-17: 11.3% 18-24: 39.7% 25-34: 22% 35-44: 14.2% 45-54: 8.8% 55-64: 3.1% 65+: 0.9%* http://wap.aol.com Build a global audience that can be reached anywhere, anytime, on any device. *Source: comScore U.S. Media Matrix February 2008 **Source: M:Metrics March 2008

Leading mobile Internet portal, #1 in the US for mobile messaging and mobile mapping

11.2MM+ unique mobile users per month

Billions of mobile messages per month

Mobile MapQuest is the #1 mobile mapping application in US*

Description/Audience Demographics

AOL WAP Portal with Search, AOL and AIM Mail, MapQuest, CityGuide, Moviefone, Weather, News, Money & Finance, Sports, myAOL Favorites feed reader, Entertainment, AOL Pictures, Horoscope and AIM Pages

Gender: 53% M / 47% F**

Age:

13-17: 11.3%

18-24: 39.7%

25-34: 22%

35-44: 14.2%

45-54: 8.8%

55-64: 3.1%

65+: 0.9%*

The Core of Any Mobile Web Campaign Must Be On-Deck in the US Unparalleled Mobile Reach Top 4 US carriers account for 79% of the subscribers and approximately 95% of the wireless data revenues Verizon Wireless is the largest carrier (based on overall revenues and data revenues) Virgin Mobile is the premier pre-paid carrier in the US On-deck accounts for 70-80% of traffic vs. off-deck Quality Customer Relationships Loyal customers: Industry-leading low churn rate for 10 consecutive quarters More Verizon Wireless users would recommend Verizon Wireless to friends, relatives and business associates than any other carrier Unique Targeting Only a wireless carrier has the ability to track user data No “cookie” technology available off-deck Verizon Wireless can target by Age, Gender, Zip Code and HHI

Unparalleled Mobile Reach

Top 4 US carriers account for 79% of the subscribers and approximately 95% of the wireless data revenues

Verizon Wireless is the largest carrier (based on overall revenues and data revenues)

Virgin Mobile is the premier pre-paid carrier in the US

On-deck accounts for 70-80% of traffic vs. off-deck

Quality Customer Relationships

Loyal customers: Industry-leading low churn rate for 10 consecutive quarters

More Verizon Wireless users would recommend Verizon Wireless to friends, relatives and business associates than any other carrier

Unique Targeting

Only a wireless carrier has the ability to track user data

No “cookie” technology available off-deck

Verizon Wireless can target by Age, Gender, Zip Code and HHI

Verizon Wireless Mobile Web Verizon Wireless: “VZW Today” Portal, Category Pages, Article Pages Co-Branded Ads Bank of America

Virgin Mobile USA Service Premier prepaid carrier in US Approximately 5MM subscribers Largest MVNO in US 55% are data users (mobile Web) Demographic info 58% Female Skewed to youth market – median age 23 73% under 35 63% college-educated or currently enrolled 14% enrolled or completed graduate school

Service

Premier prepaid carrier in US

Approximately 5MM subscribers

Largest MVNO in US

55% are data users (mobile Web)

Demographic info

58% Female

Skewed to youth market – median age 23

73% under 35

63% college-educated or currently enrolled

14% enrolled or completed graduate school

Measurement and Results

Targeting Geographic location (by DMA) Demographic Content category On/Off-deck Device types and browser Carrier and handset Day of week Time of day Campaign frequency control Audience-Based targeting Targeting Capabilities

Geographic location (by DMA)

Demographic

Content category

On/Off-deck

Device types and browser

Carrier and handset

Day of week

Time of day

Campaign frequency control

Audience-Based targeting

Average Retail Results

TSM Mobile Media: Campaign Insights and Measurement Campaign Metrics Reporting Impressions Delivery Status Click-through Data Collection and Management (emails, polls, addresses) Brand Metrics Brand Studies through DL or IE measure campaign effectiveness using a control-exposed methodology: Brand Awareness Purchase Intent Product Attributes Message Association Usability Demographics, etc. A customized questionnaire is fielded directly from the mobile phone TSM mobile media campaigns are fully accountable…

Campaign Metrics

Reporting

Impressions

Delivery Status

Click-through

Data Collection and Management (emails, polls, addresses)

Brand Metrics

Brand Studies through DL or IE measure campaign effectiveness using a control-exposed methodology:

Brand Awareness

Purchase Intent

Product Attributes

Message Association

Usability

Demographics, etc.

A customized questionnaire is fielded directly from the mobile phone

Sample Proposal

Mobile Services

TSM partners with Cielo Group for end-to-end mobile solutions: Mobile WAP Site Build

TSM partners with Cielo Group for end-to-end mobile solutions:

Text Message Discovery TSM partners with Cielo Group for end-to-end mobile solutions:

TSM partners with Cielo Group for end-to-end mobile solutions:

Mobile Web: The time to engage is now Reach 40MM U.S. Mobile Web users 24% YOY growth Engaging and Interactive Consumers engage with content, and with brands advertising on mobile Utilize Click to Calls to Drive Response Drive Sign Ups for Text Campaigns Develop Coupon Campaigns Educate and Entertain Your Customers with Video Capture Email Opt-In Addresses for lasting customer connections and re-marketing opportunities Measurable Customer interactions are measured (impressions, click through, click to call, email or phone number opt-ins, conversions) Effective Average 2%-4% click through rates Brand Recall and Product Association on par with television (IAG)

Reach

40MM U.S. Mobile Web users

24% YOY growth

Engaging and Interactive

Consumers engage with content, and with brands advertising on mobile

Utilize Click to Calls to Drive Response

Drive Sign Ups for Text Campaigns

Develop Coupon Campaigns

Educate and Entertain Your Customers with Video

Capture Email Opt-In Addresses for lasting customer connections and re-marketing opportunities

Measurable

Customer interactions are measured (impressions, click through, click to call, email or phone number opt-ins, conversions)

Effective

Average 2%-4% click through rates

Brand Recall and Product Association on par with television (IAG)

Contact Info Brian Slitt Director, Sales – Third Screen Media 617.531.6469 [email_address]

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