Downloaded 17 times
Uploaded byHKAIM
mCMO Conference 2013 - Mobile ads in the perspective of user experience
The document discusses the evolution of mobile user experience in advertising, emphasizing the importance of connectivity, utility, and creativity in mobile ads. It provides insights into mobile ad spend trends in Hong Kong, highlighting top industries and effective ad formats, while also outlining best practices for selecting mobile platforms. Overall, it advocates for innovative ad strategies that cater to consumer needs and leverage mobile features for higher engagement and conversion rates.
More Related Content
![City Branding Cruise Helsinki-Stockholm-Tallinn [2012] "Portable City" [mobil...](https://cdn.slidesharecdn.com/ss_thumbnails/citybrandingmobile-app-eng-2v-121104160657-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to mCMO Conference 2013 - Mobile ads in the perspective of user experience
mCMO Conference 2013 - Mobile ads in the perspective of user experience
- 1. mCMO Conference 2013 Evolu4on in Mobile User Experience Mobile ads in the perspec4ve of user experience Presented by Keith Chow 11.10.13
- 2. Everyone is now talking about New Adver6sing include:
- 3. Everyone is now talking about New Adver6sing include: Social Absent social connec4vity a message can no longer be heard
- 4. Everyone is now talking about New Adver6sing include:
- 5. Everyone is now talking about New Adver6sing include: Mobile Without a connec4on to place, it is irrelevant to the sales process
- 6. Everyone is now talking about New Adver6sing include:
- 7. Everyone is now talking about New Adver6sing include: U+lity It must serve a consumer’s needs and not just inform
- 8. Everyone is now talking about New Adver6sing include:
- 9. Everyone is now talking about New Adver6sing include: Liquid It must create experiences that cross media plaKorm barriers, or else it will barely cross consumers’ awareness threshold
- 10. Everyone is now talking about New Adver6sing include:
- 11. Hong Kong Mobile Ad Spend 2012 / 2013 Sources from Admango
- 12. Hong Kong Mobile Ad Spend 2012 / 2013 $31 Million (Q3 2012) Sources from Admango
- 13. Hong Kong Mobile Ad Spend 2012 / 2013 Sources from Admango
- 14. Hong Kong Mobile Ad Spend 2012 / 2013 $141 Million (Q3 2013) Sources from Admango
- 15. Hong Kong Mobile Ad Spend 2012 / 2013 Sources from Admango
- 16. Hong Kong Mobile Ad Spend 2012 / 2013 3.5 Times Sources from Admango
- 17. Hong Kong Ad spend Q3 2013 Top 5 Industries with the Highest Adspend Sources from Admango (HK$ in million)
- 18. Hong Kong Ad spend Q3 2013 Top 5 Industries with the Highest Adspend 1. Telecommunica4on, Mobile Phones & Services ($20) 2. Banking & Investment Services ($16) 3. Cosme4cs & Skincare ($12) 4. Travel & Tourism Services ($10) 5. Computer & Internet Services ($9) Sources from Admango (HK$ in million)
- 19. Daily Frequency Mobile Internet Usage in Hong Kong 65% 35% Sources from Facebook iOS Android
- 20. Daily Frequency Mobile Internet Usage in Hong Kong 88% Sources from Google Mobile Planet Oct 2013 APP 76% WAP
- 21. Place of Ads No4ced from Users’ Point of View 50% 32% Search Engine 50% 41% 21% 23% 16% In App Sources from Google Mobile Planet Oct 2013 Retailer Website Video While Mobile Website Watching Video Website 2% Others 7% Don’t know
- 22. Place of Ads No4ced from Users’ Point of View 50% 32% Search Engine 50% 41% 21% 23% 16% In App Sources from Google Mobile Planet Oct 2013 Retailer Website Video While Mobile Website Watching Video Website 2% Others 7% Don’t know
- 24. 1 INNOVATIVE AD FORMAT Different Ad Format brings different impact to the audience Carefully select the format can bring high conversion rate
- 25. 1 INNOVATIVE AD FORMAT Different Ad Format brings different impact to the audience Carefully select the format can bring high conversion rate ORIGINATIVE CREATIVITY Mobile Crea4vity always important, screen size is limited Well use of mobile features can leverage your results more promising 2
- 26. 1 INNOVATIVE AD FORMAT Different Ad Format brings different impact to the audience Carefully select the format can bring high conversion rate ORIGINATIVE CREATIVITY Mobile Crea4vity always important, screen size is limited Well use of mobile features can leverage your results more promising 3 TARGETED MOBILE PLATFORMS Carefully select the plaKorms, especially deeply look into: App Popularity/ Users Profile/ Features/ Adver4sing Flexibility/ Traffics 2
- 28. 1 INNOVATIVE AD FORMAT Different Ad Format brings different impact to the audience Carefully select the format can bring high conversion rate
- 29. 15 Crea4ve Mobile Ad Formats
- 30. 15 Crea4ve Mobile Ad Formats 1 2 Banner SMS 5 3 6 Advertorial 4 Pop Up 7 Ver4cal Display Inline Video 8 Endorsement Keywords
- 31. 15 Crea4ve Mobile Ad Formats
- 32. 15 Crea4ve Mobile Ad Formats 9 10 No4fica4on 11 Icon Ad 13 LockScreen Ad 14 Skin Wrap 12 PreRoll Audio 15 Text Push GeoTarge4ng
- 33. 3 Pop Up Display Ad Most Demanding format // Usually only display during App launch // Big Visual Impact HTML 5 Supported
- 34. 6 Ver4cal Banner Total Different way of Presenta4on // Pull Interac4on to show user’s interest Visual Content extended
- 35. 8 Keyword Lis4ng Relevant Results// Accurate Audience !
- 36. 11 Lock Screen Ad Brand New Concept of Mobile Adver4sing // Adver4sing can catch user’s 1st impression // Unique Ad Format Pay per User Model Big Visual Impact With User Incen4ves
- 37.
- 38. 11 Lock Screen Ad Strong Visual Impact 50 6mes average daily ac6va6on per user Accurate Targe6ng High Engagement Power Patented Brand New Methodology Buying Model
- 39. 12 Pre-‐Roll Audio Ad Pre-‐roll Audio Promo Audio + Visual Impact
- 40. 14 Text Push In App Text Push Alert // With Massive Coverage Direct and Effec4ve Text Only
- 41. 15 GeoTarge4ng Loca4on Specific Suitable for Event Campaigns Tie-‐in with specific loca4on informa4on
- 43. ORIGINATIVE CREATIVITY Mobile Crea4vity always important, screen size is limited Well use of mobile features can leverage your results more promising 2
- 44. Top 16 Most Common HTML5 Crea4ve in Hong Kong
- 45. Top 16 Most Common HTML5 Crea4ve in Hong Kong Time Clock Swipe Time nd D Drag aClockrop Time Clock Throw Time Clock Instant Video Play Time Clock Mo4on Layer Time Clock Panern Unlock Time Wheels Spin Clock Time Clock Touch to Trigger Time Clock Gaming (Ac4on) Time Clock Pin Point Loca4on Time Clock Shake Mo4on Time o Unlock Drop tClock Time Clock Matching (Puzzle) Time Clock Real Time Clock Time (Roulene) Gaming Clock Time Catalogue Mobile Clock
- 46. Top 16 MostCommon HTML5 Creative in Hong Kong Time Clock Swipe Time nd D Drag aClockrop Time Clock Throw Time Clock Instant Video Play Time Clock Mo4on Layer Time Clock Panern Unlock Time Wheels Spin Clock Time Clock Touch to Trigger Time Clock Gaming (Ac4on) Time Clock Pin Point Loca4on Time Clock Shake Mo4on Time o Unlock Drop tClock Time Clock Matching (Puzzle) Time Clock Real Time Clock Time (Roulene) Gaming Clock Time Catalogue Mobile Clock
- 48. Wyeth & Maltesers Transparent Layer Call for Ac4on
- 50.
- 52. McDonald’s (Happiness Doesn’t Take Much Campaign) Game (Bubble Wrap) Branding Promo4on Facebook Connect
- 54. MGTO (Macau Government Tourist Office) Touch To Trigger Event Promo4on
- 56. Warner Brothers (Man of Steel Campaign) Panern Unlock Movie Promo4on
- 58. ORBIS (Moonwalker 2013) Spin Wheels Event Promo4on
- 60.
- 62. DBS Drag & Drop Event Promo4on
- 63. General Click Through Rate Sta4c Mobile Crea4vity ~ 0.8% -‐ 4%
- 64. HTML 5 RICH MEDIA A way of presen4ng on mobile ~ 6% -‐ 15%
- 66. 3 TARGETED MOBILE PLATFORMS Carefully select the plaKorms, especially deeply look into: App Popularity/ Users Profile/ Features/ Adver4sing Flexibility/ Traffics
- 67. Tips for Selec4ng A Right Mobile Medium Deliver a key success mobile ad campaign
- 68. Tips for Selec4ng A Right Mobile Medium App’s Popularity (App Ranking and App Reviews) Deliver a key success mobile ad campaign
- 69. Tips for Selec4ng A Right Mobile Medium App’s Popularity (App Ranking and App Reviews) Don’t simply look at download users, also evaluate traffic sustainability Deliver a key success mobile ad campaign
- 70. Tips for Selec4ng A Right Mobile Medium App’s Popularity (App Ranking and App Reviews) Don’t simply look at download users, also evaluate traffic sustainability Look into app content update frequency Deliver a key success mobile ad campaign
- 71. Tips for Selec4ng A Right Mobile Medium App’s Popularity (App Ranking and App Reviews) Don’t simply look at download users, also evaluate traffic sustainability Look into app content update frequency Ad Format Flexibility and Posi4on (tracking enable) Deliver a key success mobile ad campaign
- 72. Tips for Selec4ng A Right Mobile Medium App’s Popularity (App Ranking and App Reviews) Don’t simply look at download users, also evaluate traffic sustainability Look into app content update frequency Ad Format Flexibility and Posi4on (tracking enable) Ad Format’s “Call For Ac4on” Usability Deliver a key success mobile ad campaign
- 73. Tips for Selec4ng A Right Mobile Medium App’s Popularity (App Ranking and App Reviews) Don’t simply look at download users, also evaluate traffic sustainability Look into app content update frequency Ad Format Flexibility and Posi4on (tracking enable) Ad Format’s “Call For Ac4on” Usability Understand the buying model and es4mate the conversion Deliver a key success mobile ad campaign
- 74. Tips for Selec4ng A Right Mobile Medium App’s Popularity (App Ranking and App Reviews) Don’t simply look at download users, also evaluate traffic sustainability Look into app content update frequency Ad Format Flexibility and Posi4on (tracking enable) Ad Format’s “Call For Ac4on” Usability Understand the buying model and es4mate the conversion DO NOT simply look at CPM, check with Banner rota4on period Deliver a key success mobile ad campaign
- 75. Tips for Selec4ng A Right Mobile Medium App’s Popularity (App Ranking and App Reviews) Don’t simply look at download users, also evaluate traffic sustainability Look into app content update frequency Ad Format Flexibility and Posi4on (tracking enable) Ad Format’s “Call For Ac4on” Usability Understand the buying model and es4mate the conversion DO NOT simply look at CPM, check with Banner rota4on period Evaluate campaign results and compare with conversion rate Deliver a key success mobile ad campaign
- 76. AD FORMAT CAMPAIGN CREATIVITY MOBILE PLATFORMS
- 77. Thank you Keith Chow COO @ Hotmob Facebook HotmobMobile