Published on June 9, 2009
Vodafone Hungary Mobile Advertising in Action! 08 June, 200 9 / Mobile Monday Bodnár Csilla / Mobile Advertising Manager
Agenda for today Share information about: What we offer Where we are now Why mobile can be an exciting media for advertisers Local case studies
Share information about:
What we offer
Where we are now
Why mobile can be an exciting media for advertisers
Local case studies
Vodafone has been FIRST to launch mobile advertising services in Hungary in 2008 (June) Today, we are still the only operator: AD SERVING Capable of executing wap, sms/mms and web campaigns – standalone or integrated, broadcast or targeted… FULL SERVICE Offering turn-key complex solutions from creative concepts to full campaign implementation „ MEDIA” COMPANY Having established commercial processes and contacts to speak the language of advertising agencies
Advertising portfolio of Vodafone Hungary MobileWeb Internet Print Direct messages Consumer ONE FOTEL Enterprise TÁRSASÁG Targeted SMS/MMS messages 120.000 users in opt-in database (demographics, interest) Unique, client and brand specific, innovative mobile advertising solutions!! Mobileweb banners Link placements Co-branded content offers 150.000 unique users/month Targeted banners on Vodafone’s webSMS pages Banners on Vodafone webSMS, „enquiry service” and handset pages 350-500.000 unique users/month SMS: Rúgd a bőrt a telefonodon! Töltsd le most díjmentesen a Real Football 2008 játékot és….
Targeted SMS/MMS messages
120.000 users in opt-in database (demographics, interest)
Co-branded content offers
150.000 unique users/month
Targeted banners on Vodafone’s webSMS pages
Banners on Vodafone webSMS, „enquiry service” and handset pages
350-500.000 unique users/month
Brands are interested! since the launch in June 2008: 25 Brands 43 campaign orders 62 campaign flights issued booking
Why mobile can be an exciting marketing media? 3+1 key reasons!
1. „Always in Reach” – mobile is a very direct, personal tool Organise day, commute Lunch, break for catch-up Evening entertainment, at home Commute, shopping User activity Example messages McDonald’s breakfast menus on special today: only 100 Ft! Register and win an Opel Corsa from Vodafone! Get your instant 10% discount coupon for Springfield! Download Real Football 2008 for free - sponsored by Nivea for Men Deo Sport! 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 01 02 03 04 05
2. Interaction Novelty effect: advertising = content! Small sized screen means high recognition rate -> NOT flooded with ads Click-to-Action: anything a mobile can do! calling, register for call-back browsing for info downloads: video, game, wallpaper adapted internet page map (location), purchasing, coupons… We have already tried: Further options:
3. Targeting Contextual – similar to other media Type of device income Information related to phone number – consent needed! Demographics (sex, age) Interest (16 filters) „Mobile” behavior (eg. roaming)
+1. MobileWeb audience Without targeting: Young (18+), Male, Urban, High income (AB status) Source: TGI
Case Studies from Vodafone Hungary
4/1 Citroen C5 campaign (2008 Oct-Nov) Mobileweb banner Mobile microsite Test drive registration, catalogue order, video download with 1 click!
Key results 53 test drives booked 77 catalogues ordered 5.000+ users engaged on mobile microsite 2.000.000 ad contacts 3,84% CTR Transactions Engagement Awareness Sales! Brand metrics!
Mobilbweb and targeted SMS campaign Nivea Olympic News microsite (sponsored content) Free of charge MMS & SMS Olympic news alert service (Bejing 2008) Free of charge downloading (Real Football 2008) 4/2 Nivea For Men Deo Sport campaign (2008 June-August) results, daily news, photos of the best moments, picture of the day..
Key results 300.000+ unique users reached 10.000+ users activated 3,6% CTR on mobilweb 6.505 mobile events activated No.1. mobile game downloaded in about a week (Real Football 2008)
4/3 Direct SMS: K&H Bank campaign (2008 Nov) SMS dialogue mechanism!! ANSWER: „YES” ANSWER: other than „YES” Köszönjük! Részletért hívja a 3353355 számot, vagy kattintson: http://live.vodafone.com/cae/3pi/display.do?nodeName=3pi-mediapark-kandh_promo-default. K&H Bank Köszönjük visszajelzését! További kellemes napot kívánunk! Üdvözlettel: K&H Bank Campaign results: 1,053 registered users 8% of target group responded positively Managers and entrepreneurs targeted ONLY!! K&H Új Magyarország Mikrohitel és Új Magyarország Hitelgarancia vállalkozásoknak. Részletekért küldjön IGEN-t a 1770-re díjmentesen! Vodafone Mobilhirdetés
1,053 registered users
8% of target group responded positively
4/4 Direct MMS: LG Secret (2008 Dec) Slide 1 Slide 2 Slide 3 Slide 4 Mobile microsite 5,004 users successfully reached from the target group Targeting opt-in users interested in mobile/technology!! Product information, special Vodafone offer and quiz game with 1 click!
Thank you for your attention !
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