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Mobile Marketing Handbook Series

Sponsored by

1. Introduction and mobile advertising spend

2. Mobile ad formats

3. How to brief mobile advertising

4. Planning and buying mobile

5.Using mobile to engage consumers


6. Mobile search


7. Measuring the success of mobile ad campaigns


8. Success stories


9. Directory


and mobile advertising spend
Advertising on mobile phones? Whatever next!

By Jon Mew,
Head of Mobile, IAB

Mobile advertising is big business. I remember at the

start of my media career the industry was awash with
skeptics who simply couldnt see how marketing, on
a mobile, could possibly work ... Its too small! ...
Its too personal, surely?. And in the early to mid
noughties when the medium wasnt yet fully formed,
these were reasonable doubts to have.

However, in the past few years what has emerged is an

engaging, targetable and effective communications tool
that enables brands to interact with consumers, but on
the consumers terms. Its polite, relevant and constantly
evolving, and this is why advertisers are now integrating
mobile in their marketing plans.

Around 23% of internet time is now spent on a mobile device as consumers

opt for the convenience and entertainment value that mobile media offers.
And whilst mobile revenues are still only around 1% of the size of digital, its
growing quickly. In 2009, the IAB and PwCs mobile adspend study found
that the market is worth 37.6 million. A impressive year-on-year growth of
32%, even during the most brutal recession to hit the advertising industry to
date. Within this total, paid-for search advertising on mobile accounted for
54% of the market at 20.2m. Whilst mobile display including banners,
text links and game advertising on mobile was worth 17.4m in 2009.
At the IAB weve also been working to increase understanding around
mobile advertising and recently ran two research studies around actual
campaigns with KitKat and Nationwide. Weve published a range of
learnings from each which are on our site but 2 things come through very
clearly on each:

1. You can use mobile to raise awareness

Mobile is an effective platform for building brand awareness. For KitKat
the mobile campaign increased spontaneous awareness levels by 36%
and for Nationwide 50%. The mobile campaigns also had an even bigger
impact on first mention, for example people spontaneously mentioning
KitKat before any other brands rose by 267%.

2. The user experience and environment are key

People that enjoyed the site they were surfing were 76% more likely to
remember the KitKat advert. And 112% more likely to remember the
Nationwide advert. The ad itself and the environment you place it in are
absolutely critical to its success.
This book, sponsored by the lovely Google, has been designed to give you
practical how to advice with case studies and all the tools necessary to
crack on with some smartly executed, successful campaigns, as well as
silencing those last few remaining skeptics, who probably dont even own
a mobile phone anyway

02 MOBILE advertising



ad formats

By Christian
Managing Director,

From the second you decide to integrate mobile into your

communications strategy, advertising formats should be
your first priority. Should you run a banner advert on the
mobile web, or would an in-application advert perform
better? Perhaps an interstitial advert shown before a
mobile game would better suit your target audience.
Whatever you decide, where the advert takes your potential
customer is of utmost importance. What will happen when
they click on the advert? Non-rendered mobile sites can
be hard to navigate, and inputting information is often
difficult. The resulting poor user experience has often been
found to generate a bad campaign performance. Below
is a breakdown of the most common mobile advertising
formats to ensure that whichever format you choose, you
will increase the engagement of your potential audience.

Mobile banner adverts

Still the most popular form of mobile advertising today, banner
adverts on the mobile internet have long been used by
advertisers. Similar in format and style to those on the traditional
internet, banner adverts are uncomplicated, easy to execute
and can provide excellent results as long as the landing page is
optimised for mobile.

Expandable mobile banners

Customising mobile banner adverts is essential, better still make them
interactive. Expandable banners sit at the top of the mobile web page or
application and can display more than one piece of information at once.
Brands can deliver high quality, interactive content and drive customers to
a dedicated microsite.
In-app advertising
Whether you use in-app banner ads, in-app sponsorship or in-app
expandable adverts, applications are becoming an increasingly popular
means of advertising, providing a platform for rich, interactive content.
Brands are beginning to expand their marketing presence by creating
compelling, relevant applications that can be accessed via a wealth of
application stores from numerous devices.
Multimedia advertising
As yet not a common format for mobile, but multimedia advertising
campaigns utilising video adverts on mobile are both engaging to the user,
and can increase brand awareness by means of viral advertising. This could
be a stand-alone advert on a mobile site or an interstitial advert before a
user plays a mobile game.
SMS and MMS advertising
For companies wanting to target a specific user base, SMS and MMS
can offer real engagement and provide an opportunity to deploy targeted
collateral, notifications and information updates. Theyre also one of the
most accessible channels for consumers of all ages, mobile proficiency
and handset types.
The post-click experience
No matter which format(s) you choose to use to target your audience and
what specific result youre after, the post-click experience will strongly
define how your customer not only views your brand but also the level of
engagement they choose to demonstrate. Optimise the site for all handsets
to ensure that the content is clear, any multimedia content functions and
information inputting information is a straightforward process.

04 MOBILE Advertising


How to brief

mobile advertising
By Paul Taylor,
Interactive Services,
Team Head,

12 months ago the COI wrote a piece about how to brief

a mobile campaign. Fast forward a year and Im faced
with the challenge of thinking whats changed. Mobile has
come along way in a year but one thing remains the same,
the foundation to a good campaign is a good brief.

The impact of mobile and tools now available mean that we

have more to work with and consider when thinking about the
role that mobile plays within communications. With the operator
collaboration and roll out of the GSMA Mobile Media Metrics
data we have greater insight into the role that mobile plays in
the lives of the individual and crucially the role that it plays as a
communications channel. So the one piece of advice this year
is to consider what role mobile is going to play in your business.
Is it playing a communications role to help deliver a message,
a generic role to interact with other media or a delivery role to
provide the platform for a service application? Before you brief,
work out what that is.


10 easy steps to creating a great mobile brief

1. Take time to craft the brief. It is the foundation that all activity is built upon so
invest significant time up front to save yourself time down the line.
2. Think early planning and implementation take time. Youll get a better,
more considered, planned response if you allow enough time between the
brief being provided and the solution/response being presented.
3. Be clear on the communication requirement and articulate it. Be transparent
about what needs to be achieved avoid ambiguity and assumption.
4. Objectives and KPIs need to be defined, as does the evaluation metrics
required to measure the performance against these. Ensure that all parties
involved in taking the brief forward have signed up to and agree that the
objectives are SMART. The evaluation should be able to track effectively
against the KPIs. Ask yourself what will success look like and how youll
know when its been achieved.
5. As mobile is likely to play one part of the communications mix, you should
encourage collaboration. Dont treat mobile as a special case but consider
what parts of the overall mix it will touch and bring those parts into the
discussion. This could include media buying, CRM and PR, among others.
6. Invest both time and budget. Yes, the barriers to enter are lower but be
realistic about what needs to be invested. Great mobile work doesnt have
to be expensive, but be flexible and invest accordingly.
7. Use a mobile specialist or those with specialist mobile experience get the
most of what can be achieved by using those who know how to maximise
the potential.
8. Recognise the unique attributes of mobile. What other medium or channel
plays such a large part of everyday life? As such, make sure that what is
developed is both useful and timely. Both these elements are by-products of
the mobile brief, but its worth reiterating that priority upfront.
9. Be clear on the subject of data handling this supports the importance of
collaborative working as those handling the data are perhaps unlikely to be
those building the mobile communications.
10. Consider whether the mobile activity is looking to build a relationship over
time and therefore an on-going dialogue between brand and consumer, or
if the activity is a one-off.
06 MOBILE Advertising


and buying Mobile

By Andrew French,
Head of Sales,

Getting Started:
Planning and buying a mobile advertising campaign follows
the same principals as with any other media channel. Whilst
there are a number of unique attributes to mobile devices
it is essentially another route for a brand to reach its
prospects and engage with its customers. For that reason
the starting point to any campaign should be to answer the
following questions:


Who are the target audience?

What outcome is to be achieved?
What will be the customer journey?
How to optimise the campaign?


Who are the target audience?

Over the past year the mobile industry has come a long way in enabling increased
intelligence & insight based planning. The census level data from the GSMA and
the new comScore tools have enabled more robust campaign planning. This
information, when combined with previous campaign data, enable a picture to
be built of which content your customers are consuming and thus where to
most effectively target your message.
The challenge, in a fragmented market that is split by handsets, operating
systems, applications and mobile websites is translating this insight into
actionable media decisions. For example; do my customers always request
a brochure before purchase? Do these customers only purchase products at
the weekend? What handsets correlate highly with my audience? Use existing
research on customer behaviour and demographics to build a targeting layer
into the media plan.
What outcome is to be achieved?
Decide what outcome is to be achieved from the campaign before briefing any
mobile activity. If the objective is to generate Android application downloads from
a broad audience, then buying from a blind network with only handset targeting
is likely to work. If however, you are trying to reach 35-44 year old males with
an annual income above 50,000 then more specific media placements and
targeting is required.
Consider how the ROI will be calculated from the campaign and define some
measurable targets. For example, if iPhone application downloads are required,
calculate the maximum cost per lead based on an assumed lifetime value of a
customer. If selling products is the objective, then you should consider a target
cost per order. If your objective is to raise brand awareness the cost per eyeball
or potentially the cost per video view become more significant performance

08 MOBILE Advertising

What will be the customer journey?

What will the customers have to do once they have clicked on the advert or
engaged with your creative?
If the objective is to generate telephone calls, then ensure that it is easy for a
customer to make that call. Check that the allocated phone number works on
the most common handsets across all networks.
Ensure the creative is consistent, is the messaging on the banner, text link or
search advert the same as the landing page? Is the copy or your brands logo
legible on a mobile handset? Ensure you sign off creative assets that are the
actual size and not blown up to make them look good on a PC screen.
How to optimise the campaign?
When the campaign goes live it is essential to track the performance. Does it
generate lots of clicks but no consumer action? Will it deliver enough clicks at
the targeted price? Do some creative formats work better? Check these factors
on a regular basis and optimise the campaign whilst it is running. Benchmarking
has shown that changing creative regularly can increase effectiveness by up to
110%, and so, by also changing other targeting parameters, better results and
ultimately an increased ROI can be achieved.
Once the campaign has finished produce a full report and campaign analysis.
Mobile is a rapidly evolving channel and campaigns should be treated as
building blocks to longer term mobile advertising success. Employing a test
and learn strategy around which media placements, handsets, and creative
works best will fuel future planning and help your brand to get the best possible
results from your investment in mobile.



using mobile
to engage consumers
By Britta
Account Director,

What every user wants is to seamlessly interact with a brand

without feeling hampered by their device. Accessing a site
that has not been correctly optimised creates an unpleasant
experience and forces the bitter realisation of a devices
limitations. The greatest mistake that can be made on mobile
is to deliver a scaled down version of a website and expect
users to be forgiving despite missing out on key features
and functionality. The traditional realms of mobile and online
are merging, especially now users are no longer consciously
accessing the mobile internet. Users should be able to engage
with brands via multiple devices and media placements,
unaware of any restrictions. This is why it is imperative to have
a dedicated mobile user journey that is both engaging and

How to create an engaging experience

Tailored Tailored Tailored
The mobile phone is a truly distinct platform therefore delivering a
tailored experience is of the upmost importance when compared with
other mediums. For everyone accessing your mobile campaign, device
recognition relays a wealth of information such as usable screen size
and handset capabilities; thus allowing you to deliver the right content
to the right person every time.
10 MOBILE Advertising

Mobile should no longer be primitive

A good experience on mobile need not be a basic one, as devices become more
advanced youre able to be more imaginative with layout, content and coding.
Developing a site for mobile from the ground up allows you the freedom to create
a bespoke and highly engaging experience.
Providing the user with visually rich creative and
interesting points of interaction will lengthen session
times and generate higher response rates.

Share the love

A compelling creative solution will result in
organic growth of reach; such is the viral nature
of mobile. Users may voluntarily forward content
via Email, Bluetooth & SMS or use their handset
for showcasing content to their peers. However in
order to fully capitalise on contents potential to be
shared, the tools must be proactively placed in the
users hands. Simple send to a friend functions are
available on most good mobile sites & apps.
Social mediums are the ultimate viral marketing
tool; now readily accessible through mobile, users
can update and share at the point of impulse. There
are few reasons not to incorporate social media
within your mobile experience, as it could enable
you to be more intimately involved with a user and
their friends. Be it using Facebook connect; Twitter
integration or a simple become a fan button,
social media can raise awareness.
The more creative the experience the more likely
a user is to share; users taking a quiz could be
empowered with the ability to publish their results
to Facebook.
Sharing content could also benefit the user, the Enjoy Nintendo campaign
Candyspace recently delivered enabled users to create their own Christmas wish
list and send it to their parents, partners and friends via email or SMS.
User behaviour has changed. If a user feels they want to interact with your brand,
their device of choice should not be a barrier to entry. Sites should determine the
capabilities of a device and immediately accommodate it; thus no matter where
or how a user is browsing they receive a friendly user experience.





By Ian Carrington,
Mobile Advertising
Sales Director,

The number of people using their mobile phones to access

the web is growing. At Google weve seen mobile web search
traffic multiply five times over the past two years so there is a
fantastic opportunity now to stake your claim in this dynamic
This new decade brings exciting developments in the world of
smartphones which will have a long-standing impact on the
industry. Thanks to full internet browsers on todays phones, the
gap is closing between desktop and mobile search.
In fact, weve seen rapid growth over the last six months. Every
week, tens of millions of people search on Google from their mobile
phones and generate hundreds of millions of searches.

12 MOBILE Advertising

By the end of Q3/09 we saw over 30% Q/Q growth in mobile searches
on Google. In some countries, greater numbers search on mobile devices
than on PCs.
Thus, as with general web advertising, being present on search is vital
to any mobile advertising campaign. Make sure you can be found when
users need to find you. Often, people using their phone for search need
information immediately and this can lead to an instant conversion.
Targeting is another significant aspect to mobile advertising. You can make
your messages relevant to each person by taking advantage of device and
operator targeting. Perhaps you want to tailor your ad to reach users on a
particular network; you can now do it easily and at scale.
When it comes to ROI, many advertisers find they have higher conversions
and basket sizes on phone orders than through the web. Therefore, unique
channel features such as Click to Call are great for connecting users with
advertisers when they are ready to take action. In that dialogue theres a
greater opportunity to upsell products to the customer. Advertisers who
participated in our Click to Call beta trial saw a 5-30% increase in CTRs,
without losing clicks on URLs through to their sites.
Our best performing mobile advertisers have content that is simple to view
on a mobile; however that doesnt necessarily mean you need to build
a mobile-specific site. For example, easyJet tested their desktop site on
mobile users and saw ROI of 11:1 on flight bookings. Downloaded apps
are another invaluable way to offer a good user experience, incentivising
repeat purchase.
In summary, mobile can be a more powerful converting channel then
desktop search. Ensure you understand what every click from mobile and
desktop is worth. Think about the devices they are using to tailor messaging
accordingly and encourage interaction.
Experiment now, dont get left behind!



the Success of Mobile Ad Campaigns

By Russell
Vice President of
Global Alliances,

Like any marketing campaign, its important to have clear

objectives at the beginning of any activity so that it can be postevaluated and lessons can be learned for the future. Like its PC
ad campaign cousin, mobile is eminently measurable, which can
be a missed blessing for marketers theres no room to hide or
fudge results if the objectives havent been achieved.
The very basic tools for measurement apply to all mobile ad campaigns
and these relate to impressions and click-through rates (CTRs). As weve
learned from the PC ad environment, this is simply how many times the
ad has been seen and how many of the target audience engaged with
the ad by clicking it its really measuring the success of the messaging
contained in the banner. This functionality should be supplied in real-time
by the publisher or network youre using to run the campaign.
Its worth noting that these tools shouldnt just be examined after the
campaign has finished, as with more traditional media. Successful
mobile marketers monitor these data on an ongoing basis, constantly
optimising both the creative execution and ad placement to ensure the
very best results from start to finish.
If thats the GCSE of the mobile ad world, lets look at some more
advanced techniques. When a consumer clicks on an ad, best practice
dictates that they should be taken to a landing page, that is both
optimised for mobile and designed with this campaign in mind. Too often
mobile ad campaigns focus on the initial banner creative and forget that
this is only 50% of the challenge. The landing page is equally important
as if this doesnt perform as planned, the click and thus the opportunity
to engage with the target audience, will have been wasted.

14 MOBILE Advertising

With so many brands and their differing objectives, its hard to generalise
about what a good landing page might consist of. But its important to think
through what you want the customer journey to consist of. As an example, a
successful car landing page might invite the consumer to watch video footage
of the car in action. Then provide details of their nearest dealer, as well as
a more concrete call to action, such as a click-to-call icon, enabling them
to arrange a test drive. In this case, reasonable and measurable objectives
might be how many consumers watched the video, how many did a dealer
look up and how many initiated a test drive.
A much more straightforward example might be for the many brands who
have currently launched apps for Apple and Android and want to generate
downloads by advertising directly in the mobile channel. In this case, the
measurable objective would obviously be how many downloads of the app
were generated.
Finally, many brands are used to employing
post-evaluation research to measure marketing
activity and have continued this discipline
into mobile marketing too. Companies such
as Dynamic Logic compare consumers who
have been exposed to the advertising with a
control group and thus can measure variables
such as brand awareness, ad recall, message
association and purchase intent as a direct
result of the campaign.
Mobile advertising is a rapidly evolving
channel, so its also worth taking a brief look
into the immediate future and the impact on
measurability this will have. Right now, the market
is experimenting with various mobile coupondriven campaigns, which will offer advertisers
the ability to close the loop and track from
the original ad right through to physical in-store
purchase. At that point, mobile will become the
most measurable of all media and will have a
fundamental impact on how many brands,
especially in the FMCG and Impulse sectors,
come to view media in the future.

AdMob - Same Publisher Dashboard





Case Studies
photoboxs use SMS to deliver a seasonal campaign to drive
customer acquisition through O2 More
photobox wanted to generate new members to their online photo printing
Target audience
Target audience was families and holiday travellers.
Based on O2 More opted-in personal preferences O2 Media reached photoboxs
target audiences after the Christmas holidays in a relevant and timely manner.
The strategy
O2 Media sent photoboxs target audience an offer exclusive to O2 customers
for 100 free photo prints.
7.4% response rate from SMS to landing page
55% of those who responded joined photobox
17% of those who responded redeemed the offer
The customer journey


16 MOBILE Advertising

Target audience receives text message from O2

More with Get 100 free photo prints offer.
Users went through to photobox website and
redeemed their unique voucher.
The voucher was delivered as a unique alphanumerical code which the users enter during the
offer registration process.

AdMob increase ranking of 95.8 Capital FM app with

Target audience
95.8 Capital FM is Londons best known
and most popular radio station reaching
1.8 million listeners per week. Their free
iPhone application includes real-time
radio and visual display of the song being
played on air, allows users to access
web-cams placed throughout London,
and provides news, weather, and travel

AdMob - Capital FM

The campaign aimed to increase listeners across the UK.

Promote application downloads
Increase the ranking of their app within the UK App Store
Help define CPA of listeners
Geo-targeting accessed more than one million unique iPhone and iPod
Touch users in the UK each month. AdMobs CPC banner ad enabled
easy discovery and downloads of the app, taking users direct to the App
Store. AdMobs online Download Tracking service allowed 95.8 Capital FM
to measure downloads of their app and determine a clear measurement of
the cost per listener acquisition. The campaign was optimised using realtime results.
App rose from 10 to five in the UK App Store music category
CTR 1.35% on average
Conversion rates (clicks resulting in app downloads) of 8% on average
24,000+ visits to apps download page
CPA of listener quantified


Emirates Airlines work with Sky to increase exposure as the official FIFA
World Cup 2010 airline.
The Brief
As the official airline of the FIFA World Cup 2010 in South Africa, Emirates Airlines
approached SDM looking for a fresh, engaging and bespoke opportunity that
highlighted their existing partnership 6 months ahead of the tournament and ultimately
drove sales of their high end World Cup Package Trips to various games throughout
the competition.
Target audience:
Males who are affluent, upmarket and hardcore sport fans with a high disposable
To ensure mass reach and maximum exposure, Emirates road-blocked the following
mobile channels for 36hrs...

Sky Sports Football Score Centre iPhone App

Sky News iPhone App (Sports Channel)
Sky Sports Mobile Site (all handsets) Off-Portal
Sky Sports Mobile Site On-Portal (T-Mobile)

Capitalising on the runaway success of Skys iPhone applications along with our
leading standard mobile sites this combined to ensure Emirates were the sole sponsor
of all World Cup related news along with being the only advertiser around the official
draw as it played out live on 2m peoples mobile phones across the country.
Creative execution was a simple yet effective mobile web page requesting users to
either click to call or enter their name and email address with an email brochure being
sent within minutes. Efforts were time targeted to reduce wastage.

18 MOBILE Advertising

Traffic to the site was 130% higher than the previous Friday
Over 5.5m impressions were delivered (50% higher than predicted)
Average 1.12% CTR
61,000 people clicked on banner placement
1,100 calls and brochure requests
Cost per response was 24 times less than in daily and Sunday newspapers
Generated 4 times as many leads

Fitness First use an SMS campaign to target O2 customers who

were not members of local Fitness First gyms
Generate qualified leads for local clubs to follow-up for bookings.
SMS campaign to 100,000 customers offering O2 customers an exclusive free
5 day trial for 2 people and a session with a personal trainer.
O2 customers who were 15 minutes drive from their nearest Fitness First gym,
between ages of 18 to 35 years, matched the Fitness First demographic profile;
Ambitious Status Seeker, Fun Loving Socialiser and Free Thinkers.
Fitness First had an impressive response rate of 8.6% (8,600 leads), of which
700 have become members.

Consumer receives
FF voucher for a
free 5 days Fitness
First pass

O2 sent SMS
text message to
target audience

Local Fitness
First club ring O2
customer to
book an


AdMob maximise Accor Hotels app ranking with geo-targeting


Target audience
Accor is a world leader in hotels and services.
Accors free iPhone application leverages
geo-localization and intuitive map search.
Users can add the hotel contact details to
their contact lists, find current promotions,
book their hotel and check their current
reservations. This campaign targeted hotel
users in core markets, including UK, France
and Italy.

Maximize app ranking in App Stores with cost-effective downloads.
Geo-targeting of CPC banner ads on many of the most popular local iPhone
apps and sites reached millions of users in AdMobs network. Users were
taken directly from the ad to the App Store download page with just one click
for easy discovery and download of the app. PureAgency managed and
optimised the campaign by monitoring CPA in real-time through AdMobs
robust `reporting and with their own download measurements.
Within the travel category, the app moved up to become one of the highest
ranking apps in each App Store: France #2, Italy #4, UK #11. The two week
campaign delivered:
Click-through rates of 1.30% on average
Conversion rates (clicks resulting in app downloads) of 5% on average
Approximately 300,000 visits to app download page

20 MOBILE Advertising

Neil Andrews

MediaCom UK
David Fieldhouse

T-Mobile International UK Ltd

James Rowe

4th Screen Advertising

Zac Pinkham

Microsoft Advertising
Paul Lyonette

Alex Rahaman

Paul Childs

Mindshare Worldwide
Adam ONeill

Jonathan Abraham

MoMac Limited
Chris Hanage

Amobee Media Systems Inc.

Salem Lassoued

Clive Baker

Anil Malhotra

Alex Newman

Gregor Isbister

Shan Henderson

Candyspace Media Ltd

Britta Anderson

David Sheridan

Central Office of Information

Paul Taylor

Orange UK
Julie Fairclough

Evolution Mobile Platform

Courtney Anderson

Parrott & Miller

David Miller

Alex Kuhnel

Rapid Mobile Ltd.

Shankar Bhaduri

Michael Schipper

Sky Digital Media

Mike Newcombe

Robert Thurner

Somo Ltd
Andrew French

Rob Jonas
020 7470 7175

Taptu Ltd
Bob Last

Lucidity Mobile
David Fieldhouse

Nic Newman
020 7802 8005

Velti Plc
Stephen Upstone
Yahoo! Network
John Tigg,
020 7131 1691
YOC Group
Christian Louca
Yodel Digital ltd
Mick Rigby

For more information on

mobile please contact the
IAB or any of our members.

Jon Mew,

head of mobile, IAB

0207 050 6969

With thanks to our sponsor


Mobile Marketing Handbook Series

Internet Advertising Bureau

14 Macklin Street,
London WC2B 5NF
t +44 (0)20 7050 6969
f +44 (0)20 7242 9928
e info@iabuk.net

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