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Role of Apps in Mobile Media Mix
The document discusses the opportunities for marketers in mobile app advertising. It begins by debunking 5 myths: 1) audiences only use iPhones/iPads, 2) only smartphones users enjoy apps, 3) mobile only offers small banner ads, 4) mobile internet users are the same as PC users, and 5) mobile usage patterns are the same as PC. It then provides examples of how app advertising can be used to engage youth audiences, reach tech-savvy influencers, and maximize app distribution. Additional opportunities discussed include location-based targeting for retail brands and creating "wow" experiences through premium app placements.
Role of Apps in Mobile Media Mix
- 1. APP BOOM Hello! WHAT DOES IT MEAN FOR YOU AS A MARKETER
- 2.
- 3. MYTH #1 My audience uses only iPhone / iPad
- 4. MOBILE INTERNET READY DEVICE BASE ~ 1% Pad > 80% iPhone + i FEATURE PHONES FEATURE PHONES ARE CRITICAL FOR REACH!
- 5. MYTH #2 Only Smartphone users enjoy Apps
- 6. SURFS THE MUSIC ON PLAY GAMES SOCIAL MEDIA INTERNET LOUDSPEAKERS ACCESS All Phones PLAYS RUN are SMART! VIDEOS APPS All this in a phone cosTng less than $50!
- 7. APPsolutely Huge ! 100K APPS MILLION 13 DOWNLOADS/DAY OTHER APP STORES
- 8.
- 9. #1 Liked page Facebook FEATURE PHONE 138 APP MILLION
- 10. MYTH #3 Mobile offers only Tny banner formats, which users don’t noTce
- 11. Apps offer Premium Ad Placement LAUNCH AD: EXIT AD: Featured before Featured on App starts exi0ng the App
- 12. IMPACT GUARANTEED Minimum 5% CTR Unclubered Full Screen!
- 13. MYTH #4 Mobile Internet users are the same folks already using PC Internet
- 14. Mobile only Internet usage Introducing India’s mobile-‐only Internet generaTon Mobile is the only way to access Internet 41% Convenient when away from computer 40% Cheaper than using a computer 39% Easier than using a computer 32% Source: Opera -‐ State of Mobile report
- 15. HALF the mobile internet users NEVER / RARELY use the internet on a computer Source: Opera -‐ State of Mobile report
- 16. First Internet Experience on Mobile NEVER used the Internet on a PC Actually find ads useful and a form of discovery
- 17. Mobile ALREADY ahead in India India Internet Traffic: Desktop v/s Mobile Source: Mary Meeker – KCPB – D10 conference
- 18. MYTH #5 = Usage paberns on Mobile Internet are similar To PC Internet
- 19. Desktop Internet Web Pages / Search Email / IM Streaming I Cnformation ommunication E ntertainment Search / Reviews Email / Social Ringtone / Wallpaper Mobile Internet
- 20. THE MOBILE TRIFECTA 65% 55% 30% DOWNLOADS SOCIAL/EMAIL BROWSING Source: On Device Research, Opera Software
- 21. App Advantage Easy to Use Visual v/s Text Offline / low connecTvity use Richer user experience Higher STckiness and Repeat Use
- 22. Does APP media make sense for YOUR BRAND?
- 23. 1 ENGAGING THE YOUTH
- 24. 84% ARE BETWEEN 18-‐35
- 25. Example: Youth Brands Reach the youth on a media which they love and use through the day… and night!
- 26. 2 REACH TECH-‐SAVVY INFLUENCERS
- 27. Evolved Users are doing more than just talking on mobile Aware & ambiTous Gadget freaks Use funky accessories Influencers
- 28. Example: Tech / Gadget Brands Reach users excited about consumer technology and influence purchase decisions of their friends and family
- 29. 3 Maximize App DistribuTon
- 30. Targeted Reach, High ROI Audience Other Mobile Media AdverTsing Non Supported Print GET APP $ $ Supported Web Target beber for TV Non Mobile Less spillage
- 31. Track performance End-‐to-‐End AD Served APP Install LOSS in Media Change OFFLINE ADVERTISING GET APP SEAMLESS MOBILE ADVERTISING From Click to Install
- 32. MAXIMIZE App DistribuTon No Media Jump: Best way to drive distribu0on Reach new users who don’t come to your brand property Accurate Targe0ng: No Wasted Traffic Op0mize traffic sources to achieve eCPI goals
- 33. Example: ‘App Savvy’ Brands
- 34. 4 LOCATION -‐ LOCATION -‐ LOCATION
- 35. EffecTve LocaTon Based TargeTng Circle TargeTng – Large Metro Markets – Mumbai / Delhi – States with a high “Regional flavour” GPS / Cell Tower based locaTon
- 36. Example: Retail Brands FESTIVAL OFFERS Durga Puja: W Bengal | Onam: Kerala YOUTH HUBS College / Hangout areas
- 37. 5 “WOW” EXPERIENCE
- 38. APP MEDIA IS MORE POWERFUL! WAP BANNER ADS APP FULL SCREEN ADS
- 39. What makes Vserv.mobi unique
- 40. AppWrapper TM Premium App Inventory across pla;orms Right Premium Super Timing Placement Impacvul
- 41. AppWrapperTM RIGHT TIMING PREMIUM PLACEMENT SUPER IMPACTFUL RIGHT FRAME OF MIND Before/Awer App Usage DownTme Entertainment Doesn’t Compete for a`en0on with App
- 42. AppWrapperTM RIGHT TIMING PREMIUM PLACEMENT SUPER IMPACTFUL LAUNCH AD: EXIT AD: Featured when Featured on App starts exi0ng the App
- 43. AppWrapperTM RIGHT TIMING PREMIUM PLACEMENT SUPER IMPACTFUL IMPACT GUARANTEED CTR: 7-‐15% Full Screen! Unclu`ered
- 44. 10,000+ APPS TM Powered by AppWrapper
- 45. Powerful Ad Formats
- 46.