MobileAdvertisingHandbook 4547

Internet Marketing Handbook Series
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contents
1. Introduction 2
2. Why advertise on mobile? 4
3. The mobile consumer 8
4. The mobile advertising market in the UK 12
5.Understanding the mobile user experience, 16
why it’s different to online and
traditional media
6. Integration with other media 18
7. Briefing a mobile campaign 21
8. Planning and implementing a 24
mobile campaign
9. Mobile creativity and how to get the most 28
out of your media space
10.Evaluating and measuring the success 33
of your mobile campaigns
11. The future of mobile 37
01
ONE
introduction
Why ‘now’ is the time for mobile
I remember my first ever experience of a mobile phone.
It was grey, plastic, about 6ft in length, with an aerial that
probably added an extra 3ft to its vital statistics – an aerial
you weren’t actually supposed to touch because of the
radiation risk. The ringtone was an irritating electronic
beeping sound, and my calls cost me about 50 pence a
minute. Little did the young Jon Mew know then, that some
fifteen years later he’d be employed solely to wax lyrical
about the numerous advertising opportunities available
BY JON MEW, within this purely practical piece of tat. In fact, if you had
head of mobile, told me then that we’d one day be referring to this sizeable
INTERNET communications tool as a marketing medium in its own
ADVERTISING right, I would have dismissed your statement as totally
BUREAU misinformed and utterly ridiculous.
02 MOBILE Advertising Handbook 2009

But look at us now. An already established and fast-developing industry, mobile advertising is
growing at an astonishing rate, much like online did in its early days. Brands are employing it
as a key component of their communications plans, the results are great and over the past six
months, the majority of my conversations have been about how marketers want to do even
more. Mobile offers exceptional cut-through, and the ROI is strong. In May 2009, we found
out for the first time, with help from our partners PricewaterhouseCoopers – just how much the
market is worth. For the whole of 2008 mobile advertising expenditure hit £28.6 million, and
actually doubled in size from the previous year, bucking the current media industry trends.
This makes now the perfect time to get involved. We know it works, the marketplace is
buzzing with excitement about this new channel and the audience is ready, waiting and willing
to interact. Now is also a great time for testing the waters, to see how consumers react
to your mobile messages so you can learn and enhance your campaigns as the medium
becomes mainstream.
The IAB Mobile Council boasts some of the best practitioners in the industry, and together we
aim to help marketers find the best role for mobile media, to successfully reach and engage
their consumers. Through a series of educational initiatives we plan to take mobile advertising
out of the ‘too daunting’ box, and show you just how straightforward, and effective, it can
be. This handbook is a great starting point, and we’ve covered every stage of the campaign
process to make your lives just that little bit easier.
03
Does your
brand want to be a
leader or a follower?
TWO
why
BY ALEX KOZLOFF, media research manager
& JULIE FAIRCLOUGH, trade marketing manager,
ORANGE
advertise on mobile
The mobile phone has undoubtedly changed the way
we now communicate with others. The way we use our
mobiles to make plans with friends, conduct business, and
message each other on the move has brought us into a
whole new era of social interaction. But this is not where
the mobile ends, 3G+ technology has allowed the mobile
phone to become much more than a voice call and text
tool. We can now use mobile media to be entertained.

Such activities may involve music or games, gathering information through internet
searches, or sending pictures of the baby to the grandparents - in fact a whole
host of different things. However, is mobile media really something which is being
used regularly by enough people to really justify its name as a true ‘media’?
The answer is, most definitely! M:Metrics states that 15.4 million people are now
active mobile media users, and its use is not only growing in numbers but also
frequency. The recently launched Exposure 2 study by Orange showed that of
those who use mobile media, 81% do so more than once a week, and a whopping
47% use it on a daily basis. And 9 out of 10 respondents used mobile media in
the home, a place where there are plenty of other media choices which suggests
it’s being favoured over other media available. Mobile is clearly an important part
of daily life, so it’s important to understand how it’s perceived.
Overall there were two main attitudes towards mobile media that clearly
distinguished it from everything else, it was considered to be the most innovative
and most personal medium. In fact no other media elicited such strongly held
views. Considering the unique place mobile holds in the minds of its users, it
comes as no real surprise that mobile media users aren’t scared of seeing new
things on their phone, in fact 70% of mobile media users find new and innovative
advertising formats appealing. So how can a marketer transform these unique
opportunities into something that works for them?
Perception map – Adjectives which users associate with different media
newspapers
comprehensive
information
immediate
trustworthy
internet convenient
on pc
persuasive
personalised for me
radio
innovative mobile TV
media undemanding
entertaining mood setter
fun relaxing
creative
magazines
stylish
Source; Exposure 2, Orange UK, March 2009
05
It was Steve Jobs who said ‘innovation distinguishes between a leader and a
follower’. It’s fairly obvious that users expect mobile media to be innovative,
so it’s fair to assume they expect the same of the brands using mobile to
advertise to them. To understand this further we asked specifically which
formats users welcomed onto their phones and would be interested in,
whether that be advertising formats or advertising for specific messages.
The results were:
picture
MMS ad
SMS ad 17%
16% SMS sponsored
push to videos
web site 22%
web
28%
display ads
13%
coupons video
59% ads for
MMS ad
15%
tickets /
reservations
sponsored 25%
games sponsored
local screen
37% savers
information 27%
32% SMS
sponsored
web pages
sales alerts
21% 32%
Source; Exposure 2, Orange UK, March 2009
Overall, there were two main themes that came out:
1. There must be some perceived value in the message, whether

that be a coupon to recoup, a game to play or a notification
for a sale in a retail outlet.
2. T
hat the message was relevant to them, for example notifying
them to a sale for a retail outlet, some local information to find
where they are or allowing them to download a screensaver
to personalise their phone.

This should be used simply as a guide, for there are many different
opportunities that mobile brings which are ready and waiting for brave
marketers to make the most of them. And there are brands out there
which are already doing this, and doing it exceptionally well. MobiAdNews
(*http://www.mobiadnews.com/?p=2809#more-2809) reported a
great example in an interview with Marc Mielau from BMW Germany,
who prepared an MMS promoting specialist winter tyres to send out
to BMW owners on the first day of snow. When the first flakes fell in
October, the MMS was sent out to owners specifying the model of car,
the recommended tyres, even the colour of the model that was owned.
The fact this message was received at an appropriate time and was highly
personalised meant it produced a sales conversion rate of 30%. Another
popular example is that of the Nike PHOTOiD campaign, where mobile
media users were invited to take a photograph of anything with colours
they liked, send it to a shortcode and in return they would receive a picture
of some trainers picking up the same colours which they could go on to
purchase. Not only was this relevant and innovative, but highly engaging
and fantastic fun.
But don’t be fooled into thinking mobile is purely a direct response

medium (a misconception which has dogged online since the early days),
it’s also a fabulous branding mechanic. BBC3 ran a weekend takeover
of the Orange World homepage to promote the launch of its new series
‘Being Human’. The campaign not only created an 11% uplift in brand
awareness amongst those who saw the campaign, but those who saw it
on Orange World were 160% more likely to attribute this to seeing this ad
on the mobile internet. It appears that when people see advertising on the
mobile they really do remember it…
Mobile media is here, it’s now and it’s growing at a phenomenal rate in
terms of numbers and frequency of usage. When the perception users
have of mobile, being innovative and personalised, is respected and
the media used to the best of its ability, some incredible results can be
achieved. So the only remaining question is, does your brand want to be
a leader or a follower?
07
Consumers
are open to advertising
so long as it’s
compelling, relevant,
entertaining and
rewarding.
THREE
the mobile
consumer
The power of mobile for marketers can be summarised in one
BY CAROLINE simple fact:
YOUNG,
“No media device spends more time or is closer to the consumer
digital business
manager for mobile than his or her phone. Media companies able to find a home
and ticketing, on the phone of consumers, will be with them practically every
BAUER moment of their waking day (Pollack Media group).”

The UK has seen a significant increase in mobile internet usage from 8.8
million in December 2007 to 11.0 million in December 2008, representing
a 28% growth. This increase in activity is due to a number of factors
including improved handsets, improved user experience, higher volume
and quality of content available both on and off portal, faster data speeds
and improved search functionality.
The UK now boasts an unparalleled reach with a unique user base of 48

million (comScore Feb 09). Consumers are still predominantly using their
mobile phones for voice calls and texting but increasingly they are carrying
out a wide range of activities, and examples of mobile media include:
• Using the mobile internet (to browse, download or search)

• Using Bluetooth
• Playing games
• Watching videos
• Listening to music
• Watching mobile TV Table 1
The great news for advertisers is that Gender Mobile Media
all of the above offer opportunities
Female 6,517,146 (42.4%)
to make your brand stand out. For
Male 8,855,312 (57.6%)
example, banner ads on mobile
internet sites, in game advertising, comScore Feb 09
pre-rolls on videos and so on.
Who is accessing this media?

Table 2
As you can see in Table 1, 42% Age Mobile Media
of mobile media users are female,
thus dispelling any myths that this 13-17 1,506,138 (10%)
market is dominated by males! 18-24 3,264,847 (21%)
25-34 3,969,320 (26%)
Table 2 shows the age breakdown 35-44 3,255,451 (21%)
of users of mobile media. Around 45-54 1,846,389 (12%)
47% of consumers of mobile 55+ 1,530,311 (10%)
Media are aged between 18-34 Grand Total 15,372,457
(comScore, Feb 09) but let’s not Median Age 32.3
forget the 21% aged 35-44yrs and
comScore Feb 09
a further 22% aged 45+.
09
Users are accessing content throughout the day and night, and when
measured against TV, PC, radio and print, mobile was found to be the most
accessed media channel from noon to 6pm. According to Orange UK,
87% of mobile media users use it at home, with a further, 73% when out
and about, 48% at work, and 47% on transport. This data clearly shows
that mobile is the most targetable medium. Advertisers can reach males
and females of all ages wherever they are, whenever they want.
The mobile internet
Browsing the mobile internet is a key of part of the mobile media experience
and a good mobile web experience is becoming crucial to the majority
of users (65%) when choosing a phone (AKQA and dotMobi).There is no
doubt that this requirement has been heavily driven by the ability to access
social media sites such as Facebook and Bebo via mobile, in fact research
from the IAB found that 44% of young people are now accessing social
networks on their mobiles. Search, email, news and film are also some of
the most viewed mobile internet pages although a high proportion (55%) of
users browse with no specific agenda (Exposure 2: Orange Home UK, March 09).
To encourage users to sign up to data tariff plans, mobile operators are

driving high profile marketing campaigns. These plans give users greater
freedom to browse the mobile web. Today, almost 8.5% of total
users now have a data plan, which represents a year on year growth
of 31% (comScore Feb 09).
There are many opportunities for advertisers to take advantage of this

audience, and throughout this book we’ll be presenting the ways
in which you can do so, at every stage of the process.
Giving consumers what they want
Velti, the marketing firm that commissioned a poll of more than

1,600 UK mobile phone users in 2008, found that 79% agreed that
mobile marketing and advertising was inevitable. However, this doesn’t

mean that they will automatically engage with your marketing messages,
as with all forms of media, consumers are open to advertising so long as
it’s compelling, relevant, entertaining and rewarding.
It’s important to be mindful of how users spend their time on mobiles. Many
consumers use their phone to ‘pass the time’ when commuting, on a lunch
break or waiting for their favourite TV programme to start at home. These
users are easily distracted therefore it’s necessary to adapt your marketing
offering accordingly.
If you’re going to give users content keep it ‘snackable’ and ‘bite-sized’.

Don’t offer pages of text to scroll through. Include content that users can
browse or download such as photo galleries or video content. Give them
the opportunity to have their say or interact by including voting mechanics
and competitions.
Make it easy for users to interact, and for such a relatively new form of
marketing, it’s important to be explicit within your promotional activity. It’s
basic stuff but adding simple call to action words such as ‘Click here…’,
‘Win here…’ or ‘Free…’ can have a significant impact on click through
rates for campaigns. Users will scan the content of a page until they see
something that catches their eye. Make sure your content is the thing that
stands out.
56% of respondents in the Velti study said that they would accept mobile
campaigns if they were offered some form of reward. Ensure that you are
rewarding users for engaging with your message,
whether it be by replying to an SMS broadcast or
clicking on a banner. Give them something for their
time, a free download, a chance to win etc.
The Orange Exposure 2 research found that in
general, consumers viewed marketing formats
with perceived value as the most appealing,
such as coupons offering discounts and sponsored
games available for free download.
11
FOUR
the mobile
advertising market in the UK
There are many different ways you can use the
BY RACHEL WRIGHT,
business development mobile phone to communicate with a specific
director, audience, making the most of its unique functions
PHONEVALLEY and targeting opportunities.

Mobile internet advertising
In the main, when we talk about advertising on the mobile we are referring to
mobile internet advertising. This can be split into three distinct categories:
• On Portal - operator sites (O2, Orange, T-mobile, 3 and Vodafone) that
are normally set as your default landing page.
• O
ff Portal - sites that fall outside of the operator portal or walled garden
(Facebook, The Sun etc).
• S
earch - primarily used via search partners on portal sites, but like the
internet can be accessed directly. The major players in this area Yahoo!
and Google.
The operator portals have the highest reach, and are critical for building
1+ coverage within mobile advertising campaigns, thus mass reach. This
means that everyone sees your advert at least once, so for example, if you
had 3+ coverage of 10 million, 10 million people would have seen your ad at
least 3 times. However, with more and more big players entering the mobile
arena, consumer interaction with off portal sites is growing. As an example
Bebo, the most recent mobile social networking site to start accepting
advertising, attracts 857 000 monthly unique users (Source M:Metrics).
Other mobile advertising
It is important, however, not just to view mobile as an extension of online,

there are many other ways to advertise and market a product or service.
Text for example is one the most used functions on a handset making SMS
or MMS a great advertising and CRM opportunity. Blyk have managed to
tap into this offering providing a free network for 16-24 year olds based
on them accepting a set amount of text based advertising. Another non-
internet opportunity is Bluetooth which works well with location based
campaigns, both Bluepod and Breezetech offer strong site and mobile pod
opportunities in this area.
13
Recent, significant developments
One of the major developments to occur within this area is the proliferation
of high speed networks, with 3G penetration at 31% (source M:Metrics.)
This linked with the growth of the multimedia handset has not only made
the user experience faster and more engaging but has opened up creative
opportunities, with the iPhone being a great example.
Flat rate data packages have also taken away the worry of cost for many
users and following in the steps of online several years ago has helped
encourage people to surf not only for longer but also across a number of
different sites. O2 for example have reported seeing a 300% increase in
mobile surfing for those on their unlimited surfing package.
The formats available
Mobile internet advertising formats
Mobile internet in many ways reflects a scaled-down version of the advertising

opportunities available online:
• Text links - offer a low cost and low risk entry method to mobile advertising
especially for DR clients with them being bought on a CPC basis.
• B
anners and super banners - again like on the PC, and
we are starting to see more opportunities for animations
and creativity.
• A
d funded content – as technology and demand
has opened up the content on the mobile, so has
the opportunity to advertise, and with there still being
reluctance and misunderstanding in terms of data charges,
sponsorship, which enables free or reduced cost content
for the consumer, has increased.
• P
re/post roll video – often linked to the above, usually 15
second video clips which can be supported by clickable
banners making them great for both branding and DR.

• S
earch – basics are the same as online but results are more location
based. Major benefits with search on the mobile over search on the PC
is the less cluttered environment and lower CPC due to less advertisers
bidding on keywords.
Non internet advertising
• S
MS (text) MMS (picture) or VMS (video) advertising (which has been
estimated at over 90% of mobile marketing revenue worldwide) - can
either be sent out to own customer database or to a targeted opted in
bought list. This can be a great form of CRM or due to the viral benefits
of mobile a great way of distributing money off coupons or incentives.
• B
luetooth – an alternative to WAP for broadcasting information.
Generally installed at set locations such as cinemas or train stations
and can distribute opted in content within a limited area.
• M
obile games – often linked in with ad funding or sponsorship, can be
as simple as a full page interstitial before the games, or a fully integrated
branded experience.
• T
here are also several emerging formats - Mobile TV, screen savers
or the new mobile phone ad funded directory enquiries service, making
use of the original purpose of the mobile ‘voice’.
15
FIVE
understanding
the mobile user experience
Why it’s different to online and traditional media
Mobile isn’t so different to online or traditional media.

In reality, all a consumer wants is to have information
delivered to them in a way that is clear and intuitive. The
BY MARCUS
main difference is that mobile devices are smaller, and the
SIDDONS,
media and mobile most important thing any brand or advertiser can do is
director, recognise that a user is using a mobile device, and to cater
GRAPHICO for them accordingly.

For instance, would you try to fit a six sheet poster advert into an MPU?
You could resize it or worse still, crop it and it would physically fit, but then
that would be like trying to establish the floor plan of a house by looking
through the letter box. It’s broadly accepted that the overall message and
the majority of content of the ad would be the same within both media, but
the online ad would need significant reworking to be effective.
However, in the current landscape brands rarely do this with mobile. A

standard web page doesn’t work in a mobile browser, and a user on a
mobile device doesn’t necessarily want reams of elaborate copy or huge
dramatic images. A well-designed mobile site looks great and is easy to
use. Usability should be at the heart of the mobile experience, and it is
imperative to concern yourself with why a consumer is visiting your site, in
order to deliver exactly what they want, in the hope that they return.
The internet (fixed line or mobile) is not about the technology, it’s about
information and content. You only have to look at the big traffic sites to
realise this. The BBC, Facebook and YouTube all focus on the content and
the delivery of that content rather than exotic design and waffle. Each one
of these major players have optimised versions of their websites, setting an
example which hopefully the remainder of the UK’s brands will follow.
The best way to engage consumers through this medium is to recognise

that they are using a mobile device. With Facebook, the key functionality
remains the same on a mobile device but it is tailored to suit, and information
(the reason for visiting) is delivered just the same as on the main website.
Consumer engagement is different for every brand, so marketers should
engage the consumer in the same way as they always do, but give the
consumer the opportunity – and the information if necessary – to do it
through mobile media.
Brands can see mobile as a separate discipline, a different technology

and a different pot of budget, but a consumer just sees ‘the brand’. If the
consumer wants to interact with a brand through mobile, the experience
needs to be tailored accordingly.
17
SIX
Integration
with other media
As we’ve already seen, mobile provides a fantastic opportunity for
reaching a highly engaged audience. From social networking to
search, and from display advertising to interactive applications,
mobile creates a whole host of ways to engage a consumer.
BY TIM
Is it quite easy to run a mobile only campaign? Absolutely. But
HUSSAIN,
head of mobile does not exist in its own universe, or more importantly,
mobile our customers do not. If mobile activity is to be used in the most
advertising, effective way then it should be considered as part of a wider
SKY communication strategy.

Why integrate mobile activity?
But why is it so important to integrate mobile activity alongside other, more

traditional channels? There are three key reasons:
Firstly, millions of people are accessing mobile content on a monthly basis.

And this usage is not happening in isolation to their other media habits.
It’s just one part of their day. They’re reading newspapers and checking
content on their mobiles at the same time, watching TV and texting to vote.
If mobile is not being integrated alongside other marketing then consumers
may be exposed to contrasting advertising.
Secondly, media owners are already producing integrated content

offerings across many platforms, from newspapers to television stations.
A user can watch a TV program or read a newspaper, or go onto the
website to watch or read the same content. This same user behaviour we
see in the online space is also occurring across mobile content. Users are
doing a variety of tasks, such as updating their social networks, reading
the latest sports and news information, and watching videos. This activity
is happening regularly throughout the day, so as consumers and content
owners are integrating their media then marketing can take advantage of
these different touch points with an integrated approach.
Thirdly, integration of mobile marketing across more traditional media

improves the strength of the communication. As the saying goes “mobile
makes traditional media interactive and online, mobile”. This is a powerful
opportunity for advertisers. With mobile integrated into a campaign a
customer walking past any outdoor advertising can use their mobile to
interact and get information immediately. No more trying to remember the
advertisement. Or as we’ve seen from TV voting on shows like X Factor,
users can interact directly via their mobiles. Why not also do the same for
TV advertising and allow people to get information immediately. Texting
for more information is a lot quicker than switching on a PC and trying to
remember a URL.
If you’ve stayed with me so far you should have a better understanding

of why integrating mobile is such a good idea. So how do we go about
integrating a campaign?
19
A few pointers on mobile integration
To start with, if we want to get the most from integrating mobile into marketing
activity it needs to be considered at the initial planning stages. Whilst mobile
as a stand alone medium is a superb opportunity for advertisers it really
comes into its own when we consider it as the glue that can enhance the
different communication channels.
Take a traditional one-way communication like print. If we incorporate a

mobile element at the very earliest stages we can create a way for readers
to immediately respond and engage with the print advertisement. This is
unique for the medium. They could send a text to get more information,
go to a mobile site and watch a video, or get a digital discount voucher
and map to the nearest store. The creative opportunities are endless. The
great thing is this works just as well for a radio campaign, outdoor, TV, and
even online. By planning mobile at the beginning it is easy to increase the
effectiveness of every pound spent on advertising, whichever medium it is
across.
Moving forward
If you keep an eye out you’ll start to see that this approach of integrating
mobile is already occurring. Automotive advertisers such as Audi and
Citroen have been some of the earliest adopters. They’ve advertised across
mobile internet sites and included mobile call-to-actions throughout their
other media; making it easy for consumers to get more information or even
book a test drive. We see brands like Coca Cola and Walkers integrating
mobile marketing on the side of their products. And the COI are winning
awards for their mobile campaigns for the Royal Navy. The opportunity for
creating deeper relationships with your customers is ever present.
It’s important to bear in mind that integrating mobile into

your marketing activity does not have to be about creating
a whole new focus for the activity. It can be about utilising
the unique aspects of the mobile medium to strengthen and
extend the core goals and themes of any planned activity,
and it does this very well.

Don’t jump on the
bandwagon, but look
to create one.
SEVEN
briefing
BY MICHAEL SMITH,
deputy director of
interactive services, COI
a mobile campaign
When I began to write this section, I asked myself ‘what makes for
a great brief?’ Quite an easy question to pose but not necessarily an
easy one to answer. Ultimately a great brief frames the communication
need, and in a nutshell sets out very clearly what issue, challenge or
questions need to be addressed. Should a mobile brief be any different
from a ‘traditional digital brief’? It’s interesting that we’re beginning
to use ‘traditional digital’ when referring to online disciplines which
have only been around for some ten years, perhaps a reflection of the
dynamism and innovative thinking this industry boasts.
21
The brief before the brief…
Who decides when mobile has a role to play? Is it the advertiser, the digital/
mobile agency or the comms planning agency? Currently it’s all or any
of the above but we need to consider who is best placed to make the
recommendation.
To help us decide that, let’s just for a moment put to one side the notion
that ‘digital is at the heart’ of communications and instead consider that in
fact ‘people’ are at the heart of how we communicate. Seems to make good
sense. If we understand people, understand who they are, what they do, how
we can engage with them and importantly how they want to be engaged,
then we begin to understand whether mobile has a role to play. This thought
puts the comms planning agencies in the driving seat to recommend whether
mobile has a role and what that role is. The response to the comms planning
agency brief will produce the mobile brief.
Briefing mobile, in ten easy steps
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. You’ll 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 and that the evaluation will be able to track effectively
against the KPIs. Ask yourself what will success look like and how you’ll
know when it’s been achieved.
5. As mobile is likely to play one part of the communications mix, you should
encourage collaboration. Don’t 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 doesn’t
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. R
ecognise 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 it’s worth reiterating that priority
upfront. There are numerous examples of where simple pieces of
useful mobile communications, delivered at the right time, produced
outstanding results.
9. B
e 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 comms.
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.
Ways of working – Champion collaboration and insist that it happens. Use

talent wherever it resides but be clear on roles and responsibilities. Avoid
duplication or worse still inactivity. Share research. This is a relatively new
area and as such the rules are still being written, so share what knowledge
exists amongst all those involved.
Think creatively – Be open to where the mobile idea will originate as it

may not be from the obvious sources. Don’t be precious, as a great idea
will need to be honed.
And finally consider – Don’t jump on the bandwagon, a very easy thing
to do in digital marketing, but look to create one. By doing this, of course
there is a risk that you may make mistakes, but it’s essential to learn from
each campaign to ensure that the next one is even better. To invest a
serious amount of time and energy into the briefing process, stimulate your
agencies, and evaluate the return.
23
Target and buy
your audience
EIGHT
planning
BY DAVID
FIELDHOUSE,
mobile manager,
MEDIACOM
& Implementing a mobile campaign

For best results, approach the planning and implementation of
mobile campaigns with the same rigour as you would every other
medium. While traditional planning insight often suggests mobile
as a smart option, fully understanding the mobile consumer
requires detailed analysis before moving forward. You need to
be crystal clear about your campaign objectives too, such as to
drive sales, raise awareness or deliver engagement. Only then
can you craft messages and services in a coherent plan that are
relevant, engaging and deliver great ROI. On the following page
is a three stage guide:

1. Understand your mobile consumer
Pinpoint usage trends with TGI
TGI reveals interesting insights about mobile consumers with its ability to
cross-tab an audience with mobile usage. This helps build a platform of
consumer insight on which to plan a campaign. For example, looking at
25 to 34-year-old men, TGI tells us they are almost 150% more likely to
use mobile internet and twice as likely to visit sports and news content as
all adults. Yet, they are 8% less likely to visit entertainment channels. Even
deeper analysis enables us to compare their mobile internet usage with
product categories specific to our clients.
Scrutinise individuals’ mobile usage with MMetrics
MMetrics research is a mobile consumer panel which enables us to look in

more granular detail at how a particular audience uses mobile. We know
from TGI that 25 to 34-year-old men visit news and sport more than the
average and MMetrics tells us how many – in this example we see more
than 800 000 25 to 34-year-old men accessed sport and over 700 000
accessed news in Jan 2009. We can see 750 000 accessed Facebook,
too. So we start to build our consumer picture even further.
MMetrics gives us a steer on SMS usage, mobile gaming, downloading

and multimedia access too. With all these elements in place we can better
understand our audience and plan to advertise to them where they play.
Delve even deeper with proprietary research
Proprietary research is useful when you need to investigate audience habits

and patterns. In the above example, we know our audience index well for
mobile internet usage and is interested in sport. Operator research shows
peaks in sports access on a Saturday afternoon, helping us up-weight
impressions accordingly. Research such as Orange Exposure 2 indicates
where people tend to consume mobile media too, thus enhancing an
already detailed picture. Naturally some studies’ emphasis is skewed to
prove a particular point, so all proprietary data needs to be used wisely.
25
2. Implement the campaign
Select the right sites and networks
So what sites do our heavy mobile internet users (with a liking for news and
sport) visit? MMetrics ranks our audience against the key operator portals,
both in terms of absolute numbers and total profile. So we can pinpoint a
network with smaller absolute reach but with the best targeting efficiency,
for example.
For many large off-portal sites, however, agencies currently rely on

publisher data. The GSMA figures, due to be released in H2 2009, offer the
chance for more rigorous planning against sites such as Sky Sports, MSN
and Yahoo!. Until their release we can up-weight sports and news content
channels (for example) which reflect our audience’s browsing habits within
these portals.
Target and buy your audience
Different networks offer different ways of targeting consumers. Simple

demographic (age and gender) targeting is available on some networks.
You can also target by billing address – useful when you want to isolate
mobile advertising to a specific region. Interestingly, it is possible to serve
ads to specific devices – clients such as Dell who need to reach a business
audience can serve advertising just to Blackberries. If an operator indexes
well against an audience, or you wish to reach contract versus pre-paid
customers, this is doable too.
Buying metrics like these currently mirror those

available online, with the majority of campaigns
bought on a CPM and CPC basis.
Think beyond the click
All mobile advertising campaigns must

have a dedicated destination site.

It’s no good sending consumers to a full web page on a mobile handset –
develop a mobile-friendly site. Mobile sites render quickly and correctly on all
devices, providing an optimised browsing experience – true too for iPhone.
Plus, a mobile site can host video or audio content, connect to maps, offer
one-click calls or trigger brochures – whatever brings the campaign fully to
life. Analytics include page views, dwell times and download numbers.
3. Crunch the numbers
When reporting on campaign performance we currently rely on weekly and

total figures submitted by the publishers. Usually this includes: impressions
served, number of clicks and achieved click-through rates. To maintain
appropriate checks and balances, we can cross-reference these numbers
with a client’s mobile site analytics. For this reason it’s important to provide
unique URLS to each network and for each piece of creative, so you can
optimise the campaign most efficiently.
The introduction of 3rd party ad-serving in 2009 immediately brings more

transparency to mobile (MediaCom has already run a test campaign
through Eyeblaster) and ensures all agencies can be more confident in
planning and buying across mobile.
It is essential to develop a mobile-friendly site.
27
NINE
mobile
BY ROBERT THURNER,
commercial director,
INCENTIVATED
creativity
and how to get the most out of your media space
Whoever said you need a big screen to express a big idea?

Mobile has emerged as the most versatile, personal, and
targeted media and advertising channel. It’s also proving
to be one of the most innovative and creative.

Orange’s Exposure 2 research among mobile users asked participants to
rate traditional, digital broadcast and print media on a number of attributes.
Mobile media was overwhelmingly viewed as the most personal and innovative
medium, providing it with a unique place in the marketing mix. The results give
us valuable insights into how brands can go about engaging consumers with
the mobile channel. Mobile users are looking for campaigns that entice and
excite them with clever interaction.
Mobile also provides a channel for us to express our own creativity. The fastest
growth area for mobile usage is social networking: we’re creating and sharing
content, and spending more time updating our Facebook profiles on mobile (3
times per day) than we do online (twice a day).
Today’s advertisers have a rich palette of mobile formats to engage their

customers. Banner ads - on and off portal - Bluetooth and search all provide
targeted advertising opportunities. The industry has launched guidelines -
http://mmaglobal.com/mobileadvertising.pdf - for creating ads which can
be viewed across all handsets in circulation.
The revolution in mobile creativity has been mirrored by advances in handsets.

Back in 2000, the first mobile sites were WML black and white text links
which resolved on some GPRS handsets. By 2002, the first MMS ads were
being developed, adding visual impact to marcomms with logos and images.
Programmers started experimenting with mobile web by 2004, initially with
basic HTML sites, and then moved to XHTML two years later, enabling the
resizing of assets and a ‘made for mobile’ experience. And Java applications
became popular with creatives in 2008, coinciding with the iPhone’s launch.
What follows is a selection of highly creative mobile campaigns.
iPhone – a blank canvas for creatives
The iPhone has had a dramatic effect on mobile creativity, and found its way
into the hands of our creative community. The cut-down Safari browser offers
the most advanced mobile browsing experience, and although it accounts for
just over 1% of handsets in the UK, 77% of iPhone users regularly browse the
mobile web. The iPhone provides a blank canvas for creatives to harness sight,
sound, touch and motion and the handset’s accelerometer (or gyroscope) allows
the user to shake and tilt their iPhone rather than use the keypad. Features like
this, the smaller screen and different browser call for ‘made for mobile’ sites,
even for the iPhone, instead of trying to serve the main website.
29
iPhone apps, built using Apple’s developer kit, achieved notoriety when
Beattie McGuinness Bungay launched the award winning ‘iPint’ for Carling,
downloadable from iTunes. To date over 25,000 different applications have
been made, and downloaded 800 million times.
Recycle for London adapted its online recycling game with a mobile Java
game and an iPhone app in order to extend the audience. The game
challenges users to starve their hungry ‘evil bin’ by catching all recyclable
waste using the keypad to control the recycling bin, or just tilting the
iPhone. The app extends the importance of recycling to a new generation
of Londoners. Players can forward the game to friends and challenge them
to beat their score on a live scoreboard.
Brand engagement – location and personalisation
On launching its TV serialisation ‘Terminator: The Sarah Connor Chronicles’,

Virgin 1 sought to reach an audience of tech-savvy, early adopters, with
an engaging promotion for the brand and the audience. Participants
visit www.terminate-a-mate.com to sign up friends by submitting their
name and mobile details to be ‘terminated’. The friend then receives a
personalised mobile video telling them that the Terminators are hijacking
their phone and are in the immediate vicinity. The video shows their name,
mobile number and a map of their location. The friend can then do the
same to someone else from the mobile internet
site www.terminate-a-mate.mobi.
www.terminate-a-mate.com

Made for mobile internet sites
One of the great challenges for creatives is to develop a rewarding browsing

experience for the UK’s 15 million regular mobile web users, regardless of
the diverse range of handsets they use. With different operating systems
and screen sizes, advertisers need to make sure their mobile offerings are
‘made for mobile’. Handset detection software allows you to optimise the
browsing experience and use the handset’s full capabilities. Three leading
mobile sites, BBC, Google and Yahoo! automatically redirect browsers to
‘made for mobile’ sites from the same URL used for a PC.
Jaguar launched the XF model in

the USA with a heavy-weight mobile
advertising campaign, delivering
over 120 million impressions across
mobile internet sites including
Yahoo! and MSN. The banner ads
attracted 1 million unique visitors
(0.8% CTR), to a purpose-built
mobile internet site – WML, XHTML
and iPhone versions. On the site
users view detailed information on the car, download video-clips, wallpapers
and TV ads, find their nearest dealer and order an email brochure to be
sent to their PC. This campaign’s success has prompted Jaguar North
America to develop sites for the XK, XF, and XFR models, and commit
an additional $1.6 million to mobile advertising for 2009, a major vote of
confidence in mobile amid difficult trading conditions.
31
• Personalised mobile drama
The COI is a pioneer in creative mobile marketing. In its quest to engage

elusive and sceptical teenagers, and raise awareness of sexual wellbeing,
the Department for Children, Schools and Families developed ‘Want
Respect – Wear a Condom’, the world’s first interactive mobile drama.
The campaign uses web and WAP banner ads to sign up subscribers at
www.thmbnls.mobi to receive 22 weekly episodes. The ‘mobisodes’ are
personalised: viewers’ names appear in characters’ mobile phone books,
and weekly reminders from the characters invite viewers to change the
storyline via text response. In a UK first, data charges were zero-rated so all
video downloads are totally free to receive, thereby maximising its appeal to
cost-conscious teenagers.
Mobile creativity is in great shape. Technically, there really are no real limits
any more, and those brands willing to take risks will steel a march on their
competitors. Interaction and engagement lie at the heart of successful
digital campaigns, and the examples mentioned prove that mobile is a fertile
channel for forward thinking marketers to exploit its opportunities.
5 tips for great mobile creative… from the IAB
1. Be innovative. Maximise the potential of the mobile phone and then do a little bit
more… consumers love this and it holds great word of mouth opportunities.
2. Be personal. By personalising your marketing messages and letting customers

interact, engagement is likely to be higher.
3. Be useful. Some of the biggest and best mobile campaigns have given
consumers a service or application they need, and will use for a long period
of time. This way you’re actually becoming a part of their daily lives.
4. Be social. Bring people together with your creative, and help them
become brand advocates, even giving them the tools necessary to tell
others about you.
5. Be aware. Keep abreast of what’s possible on mobile, and more

importantly what works, with the case studies at www.iabuk.net.

TEN
evaluating
and Measuring BY LAURIE KIRSCHNER,
head of insights, YAHOO!
the success of your mobile campaigns
Marketers today are showing an increased interest

in using mobile for marketing purposes. Recognising
that individuals from hard-to-reach demographic
groups are turning to the mobile internet to access
information throughout the day, these advertisers are
beginning to experiment with this new and largely
uncluttered medium.
33
However, before the mobile internet is fully embraced by advertisers as
a legitimate marketing medium, proper evaluation and measurement will
be essential. What follows is a brief overview of the challenges faced when
evaluating mobile media campaigns and the various forms of mobile media
campaign measurement available.
Mobile campaign measurement challenges
The beauty of interactive advertising is its measurability. For years before its
inception, media researchers had to contend with softer measures in order
to determine the impact of advertising campaigns. Actual exposure could
never explicitly be measured. Rather, a determination of OTS or ‘Opportunity
to See’ an ad was used and pre-post methodologies employed to evaluate the
success of a campaign.
By definition, however, interactive advertising is advertising with which consumers

can directly interact. Consequently, these behaviours can be directly measured
and impact directly quantified, whether by behavioural metrics (such as click-
through rates and interaction rates) or brand metrics (such as awareness and
purchase intent). Mobile media advertising sits under the umbrella of interactive
advertising and as such, is afforded the same benefits.
However, there are some unique challenges the mobile marketers face when
evaluating their campaigns.
1. Lack of cookies to track exposure. Due to the security risks inherent in

targeting individuals on such a personal device as a mobile phone as well as
the wealth of data the mobile operators have on each of their subscribers,
the use of cookies to track exposure is generally prohibited by most of the
mobile network providers. Creative work-arounds, such as passing an ASID
(or Anonymous Subscriber ID) through to the research provider in order to
identify those who have been exposed to the advertising are often necessary
in this space to preserve the ability to track exposure, thus ensuring a clean
control-exposed methodology.
2. Diversity in form factor and screen size. The range in screen shapes and
sizes means advertisers must produce campaign creative in a multitude of
sizes to ensure that their ads appear on each and every device in existence.
Without taking all devices into consideration and building their ads to fit
on these devices, marketers can miss key segments of the population and
evaluation then becomes skewed.

3. Decreasing survey response rates. Getting consumers to respond
to survey participation requests via banner ads on their mobile phones
is becoming more and more difficult. Initial response rates were quite
promising as consumers were curious and intrigued by the novelty.
However, as the number of research studies has increased over time,
the novelty has worn off and response rates have decreased significantly.
Today, brands must utilise vast amounts of inventory in order to meet
minimum sample thresholds and come up with creative methods to
keep response rates as high as possible.
Forms of campaign evaluation
As in the online environment, making the choice between the different

forms of campaign evaluation available is wholly dependent on the
objectives of the mobile campaign itself. If the goal is to obtain leads for
the advertised brand, drive engagement with your WAP site, or click-to-call
to make a purchase, then behavioural response metrics will be essential to
measure success. If, on the other hand, the goal is to build brand equity
through increasing brand awareness or favourability, or to shift consumers’
perceptions of a brand, then brand impact metrics will be important to
collect during the campaign.
Behavioural response measurement
Within the mobile environment, behavioural response measurement

primarily consists of reporting on click-through rate (CTR), defined as the
number of users who clicked on an ad divided by the number of times
the ad was delivered, expressed as a percentage. Marketers use click-
through rates to understand the degree to which consumers responded
to their ads. However, it is important to remember that the click-through
rate of a campaign will never tell the entire story of how exposure to an ad
impacted behaviour. This is because CTR does not include people who
failed to click on the ad, but arrived at the WAP later, as a result of seeing
the ad previously.
35
Brand impact measurement
When marketers measure the brand impact of a campaign, they can test the
following:
• Unaided brand awareness – measures users’ recall of the test brand without
prompting
• Aided brand awareness – measures users’ recall of the test brand from a
short list provided
• Ad recall/online ad awareness – measures users’ recollection of an ad for
the test brand
• Message association – measures users’ recollection of the campaign key
messages
• Brand favourability – measures the percentage of users that view the brand
positively
• Purchase intent – measures the percentage of users that intend to buy the
test brand
Additionally, marketers can measure the change in brand perceptions as a result

of exposure to the interactive ad campaign.
To measure any or all of these factors, marketers would employ a control/

exposed methodology. In order to step up this methodology, ideally the mobile
environment being used would need to allow for exposure to be tracked and
exposed consumers to be identified in some way. If this is possible, then the
research would be set-up as follows:
1. Consumers are recruited to take a survey by clicking through on a survey

recruitment banner and answering a series of questions about the advertised
brand (and the competitive set, to blind the survey).
2. After the campaign is completed, the list of survey respondents is matched to
the list of exposed respondents, using a unique identifier. Those respondents
who fall on both lists will be identified as exposed respondents and those only
falling on the survey respondent list will be used as control respondents.
3. Whilst both groups will be recruited from the same areas where the mobile
campaign is running to ensure that they are matched appropriately, additional
profiling will be used to ensure this is the case.
4. Once it is determined that the two groups are matched as closely as possible,
answers to the questions from the exposed group are compared to those of
the control group and any significant differences are attributed to exposure to
the mobile ad campaign.

Harness
simplicity to
enable growth
ELEVEN
the future
of mobile BY PAUL LYONETTE,
head of mobile sales UK,
MICROSOFT ADVERTISING
An evolving medium needs constant change and growth.

Easy achievement of this is through meeting the growing
needs of the 3 key parties involved in the process of firmly
establishing any medium: the brands, consumers and
media owners.
37
Who needs what?
1. Brands need more targeting, more data and definitely more access to their
consumer
2. Consumers need more content, more opportunity, more relevance and much more
at a much lower cost
3. Media owners need more consumers, more consumption information and more
development of technology - ad formats, platforms, useful applications etc.
What we have learnt so far is that an inherent understanding of the relationships

between the medium, the consumer and the message is essential for stimulation.
The nature of a mobile phone even in its most basic form is a personal one. It’s your
access point to friends, family and all things important. Getting it wrong will have very
negative impacts on your consumer, getting it right will mean that the future will hold
blossoming, long-term relationships.
The link to content and info
More and more the mobile will provide the consumer with their link to information, to
entertainment, to business and social connections, with the demand for immediacy at
the forefront of consumption patterns. “Mobile” access and connection is essential.
Give and you shall receive

New technology drives consumption; the release of the iPhone created a desire and
a high profile consumer-focused reason to visit the mobile internet. The resulting
spikes in mobile internet usage peaked at nearly 20 million (1/3rd of all of the UK)
unique users the month after release (Jan 2008), about 19.4 million on non iPhone
handsets. Give the consumer reason to come and they will.
Technology developments
The future holds great development in devices, 3D Touch Screen Technology,

customisation for Home Pages, quicker and more accessible connection speeds,
3G to 3.5G and 4G on its way via LTE Technology, larger screens (average sizes
on the increase 3”) and thanks to more content, consumers are moving from quick
snacking experiences to that of a browsing nature. This allows for much greater
consumption of content, varied formats and will provide increased opportunities for
interaction. Richer ad formats will lead the way in the development of mobile into an
accepted, established channel for consumer communication. Improving ad formats
will keep mobile at the forefront of consumer conversations as growth in competition
from advertisers, media owners and content all mean that the challenge of standing
out will be greater.

The future of mobile consumption and advertising is exciting and definitely moving
forward. Adoption of mobile from global brands in all areas of marketing is providing
groundbreaking insights, into how and why the mobile internet, mobile interaction and
brand accessibility has a future. With close to all FTSE 100 brands having looked at
mobile as a part of their marketing campaigns the present is providing a great platform for
the future as a stand alone media channel for marketing managers across the board.
Embrace the potential
Realise mobile is another platform for you to communicate with your consumer, whether
it be through marketing activity, display advertising, encouraging response or the
simplest of brand exposure. Your consumer will be, if not already, utilising the benefits
of this medium and your competitors will be too.
Harness simplicity to enable growth

The competitive and potentially complicated mobile ecosystem has found its feet with
brands through clear opportunity in the present and even more opportunity in the future.
With scale on its way, creativity at a new high, consumer experiences getting better and
better with each release and competition for the next getting greater, growth in mobile
adspend looks set to rocket over the next few years.
Understand consumption and develop with new technology
More research is required in terms of how mobile works with traditional offline and online
channels, how does it provide something different in the mix, where does it enhance
performance of campaigns and add value to the consumer experience?
2/3 screen campaigns will prove to be successful, harnessing each and every
opportunity to deliver messaging on the mobile, PC and Another (TV, Outdoor, etc).
The continuity of the message is essential in the success of this strategy but it will prove
to be a powerful mechanic to encourage advertiser recognition and interaction.
Branded applications will continue to grow as a form of mobile communication in the

future, as long as special attention is paid to what the consumer wants and what the
application delivers is beneficial. BA are a great example of how to have success in this
area with the provision of a specific application for their travellers, allowing early check-
in options, up to the minute information on flight times and more.
So what will make a successful future for mobile? It’s certainly no dark art or scientific
formula. As an industry, we can achieve it by understanding the consumer, devoting
enough time to the planning stages, developing creatively with the technology and
simply making the next ‘new thing’ available better, and more compelling, than the last.
39
jargon buster
Word Definition
3 G ‘3G’ is the third generation of telecommunication hardware standards. It
offers comprehensive voice and multimedia services to mobile customers
by providing very high data rates and functionality such as data streaming.
3G phones are backward compatible and can access all the services that
2 and 2.5G phones can, except that in this case, data can be transferred a
lot quicker.
Call to Action A statement or instruction, typically promoted in print, web, TV, radio,
(CTA) on-portal, or other forms of media (often embedded in advertising), that
explains to a mobile subscriber how to respond to an opt-in for a particular
promotion or mobile initiative.
Click to Call A service that enables a mobile subscriber to initiate a voice call to a
specified phone number by clicking on a link on a mobile internet site.
Typically used to enhance and provide a direct response mechanism in an
advertisement.
Data tariff Data tariff are the rates that phone networks charge for accessing ‘data’.
Consumers typically pay a monthly fee for a ‘bundle’ of unlimited internet
access, although unlimited data packages are on the rise.
GPRS General Packet Radio Service or ‘2.5G’ is an underlying mechanism for
the networks to deliver internet browsing, WAP, email and other such
content. The user is ‘always connected’ and relatively high data rates can
be achieved with most modern phones compared to a dial-up modem.
Most phones default to using GPRS (if capable).
Global A global navigation satellite system that is often used for navigation
Positioning purposes. Many new phones have built in GPS technology allowing more
System (GPS) advanced location based services.
Mobile Network n organisation licensed to offer mobile communications services to it’s

A
Operator (MNO) customers. In the UK this includes 3, Orange, T-mobile, Vodafone and O2.
Off-Portal oint of sale/access on the mobile network, but outside of the operator’s
P
(or off-deck) “walled garden”/portal/deck, where consumers can access/purchase
information and mobile products/content/utilities.
On-Portal oint of sale/access within the operator’s “walled garden”/portal/deck,

P
(or on-deck) where consumers can access/purchase information and mobile products/
content/utilities.
Text Link reative use for mobile advertisements – represented by highlighted and
C
clickable text(s) with a link embedded within the highlighted text. Usually
limited to 16-24 characters.
VMNO Virtual Mobile Network Operator. A company that uses the infrastructure of
an existing (licence-owning) telecoms network operator. Tesco, Virgin and
Blyk are some of the largest VMNOs in the UK.

AdMob is the world’s largest and highest quality mobile
advertising marketplace, serving more than 6 billion mobile
banner and text ads per month. Incorporated in April 2006,
AdMob allows advertisers to reach their customers on the
mobile web and enables publishers to increase the value of their
mobile sites. AdMob makes it easy for publishers to monetise
their mobile traffic and for advertisers to target and reach
customers on the mobile Web in more than 160 countries.
AdMob offers the most innovative iPhone advertising solution
in the industry with multiple ad formats to maximise the unique
ip
iPhone environment.
h s
ns
AdMob has been named a 2008 Technology Pioneer by the
r
aﬁ
World Economic Forum, one of Wired.com’s 2008 Companies
o
pi
to Watch, and VentureBeat’s Mobilebeat 2008 Best Overall
orters
e
o
Mobile Startup / Best Mobile Infrastructure Company. To learn
t
l
m s s
more about AdMob, visit www.admob.com.
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To advertise contact The Guardian on your mobile

39 more
The latest news, sport and
guy.edmunds@guardian.co.uk
or call 020 3353 2243 m.guardian.co.uk
Platform-A offers the most complete mobile advertising solution; providing
a simple, yet effective approach to leverage this exciting opportunity.
Choose from an open site list of premium publishers on our Mobile network,
including AOL, Auto Trader and NME or extend your campaign reach with
our wider network of mobile specific content publishers.
Performance
• Call to action text links accompany all display banners
• Email-send, data-capture and click-to-call campaigns
• Industry leading ad-serving technology from Third Screen Media
Targeting
• U nique solutions include iPhone specific banner optimisation and targeting
and rich media ad serving
• Additional targeting options include device / operator, frequency capping,
time of day and day of week
Service
• D edicated team of mobile experts manage campaigns from launch,
optimising it on a daily basis
• Insightful reporting helps deliver ROI proof points
Best Targeting
Best Localisation
Best Graphics
Fully Trackable
www.rapid-mobile.com
+44(0)131 243 2502
mobilise@rapid-mobile.com
39
Directory
Mobile ad sales (including networks/

publishers/media owners) Media and creative agencies
BSkyB Harvest Digital

www.Sky.com, www.harvestdigital.com,
Contact: Tim Hussain, Contact: Emma Wilson,
07958318960 0207 4797500
Tim.Hussain@BSkyB.com emma@harvestdigital.com
Microsoft / MSN Mediacom

Contact: Paul Lyonette, www.mediacom.com,
07779 580 865 Contact: David Fieldhouse,
palyonet@microsoft.com david.fieldhouse@mediacom.com
Orange Phonevalley
Contact: Cecile Pruvost, www.phonevalley.com,
cecile.d.pruvost@orange-ftgroup.com Contact: Charles-Henri Prevost,
07814 756 807 +33 1 42 80 96 40
Platform-A Yodel Digital Ltd

www.platform-a.co.uk, www.yodeldigital.com,
Contact: Stephen Judd, Contact: Mick Rigby,
0207 092 2118 0207 428 1310
Stephen.Judd@platform-a.com Mick@yodeldigital.com
Yahoo! Network Research specialists

www.yahoo.co.uk,
Contact: Matt White, comScore Mobile
020 7131 1026 www.comscore.com,
Contact: Richard Bowman,
020 7099 1785
rbowman@comscore.com

acknowledgements
Mobile technology companies
Ad Infuse
www.adinfuse.com,
Contact: Stephen Upstone, The iab would like to thank Orange, the proud
07801 953 743 sponsor of this Guide to Mobile Advertising.
stephenupstone@adinfuse.com
For further information on our mobile offering,
Graphico
please visit www.iabuk.net or email
www.graphicodmg.co.uk,
01635 522810, info@iabuk.net.
solutions@GraphicoDMG.co.uk
iab contributors:
Rapid Mobile Media Ltd
www.rapid-mobile.com, Jon Mew - head of mobile
Contact: Jeremy Copp,
Amy Kean - senior pr and marketing manager
020 8390 2204
jeremy.copp@rapid-mobile.com Chloe Chadwick - senior marketing executive
Harriet Clarke - communications executive
Mobile media and marketing
orillabox
G
www.gorillabox.net
Contact: Christian Harris
01268 418 158
Christian.harris@gorillabox.net
design & artwork:

Peter Gonzalez
Evolve
evolve-ddm.co.uk
Internet Marketing Handbook Series
et,
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Internet Marketing Handbook Series

02 MOBILE Advertising Handbook 2009

04 MOBILE Advertising Handbook 2009

Perception map – Adjectives which users associate with different media

Source; Exposure 2, Orange UK, March 2009

Source; Exposure 2, Orange UK, March 2009

Overall, there were two main themes that came out:

1. There must be some perceived value in the message, whether

06 MOBILE Advertising Handbook 2009

But don’t be fooled into thinking mobile is purely a direct response

08 MOBILE Advertising Handbook 2009

The UK now boasts an unparalleled reach with a unique user base of 48

• Using the mobile internet (to browse, download or search)

Who is accessing this media?

The mobile internet

To encourage users to sign up to data tariff plans, mobile operators are

There are many opportunities for advertisers to take advantage of this

Giving consumers what they want

Velti, the marketing firm that commissioned a poll of more than

10 MOBILE Advertising Handbook 2009

If you’re going to give users content keep it ‘snackable’ and ‘bite-sized’.

12 MOBILE Advertising Handbook 2009

Other mobile advertising

It is important, however, not just to view mobile as an extension of online,

The formats available

Mobile internet advertising formats

Mobile internet in many ways reflects a scaled-down version of the advertising

14 MOBILE Advertising Handbook 2009

Non internet advertising

Mobile isn’t so different to online or traditional media.

16 MOBILE Advertising Handbook 2009

However, in the current landscape brands rarely do this with mobile. A

The best way to engage consumers through this medium is to recognise

Brands can see mobile as a separate discipline, a different technology

18 MOBILE Advertising Handbook 2009

But why is it so important to integrate mobile activity alongside other, more

Firstly, millions of people are accessing mobile content on a monthly basis.

Secondly, media owners are already producing integrated content

Thirdly, integration of mobile marketing across more traditional media

If you’ve stayed with me so far you should have a better understanding

Take a traditional one-way communication like print. If we incorporate a

It’s important to bear in mind that integrating mobile into

20 MOBILE Advertising Handbook 2009

Briefing mobile, in ten easy steps

3. Be clear on the communication requirement and articulate it. Be transparent

4. Objectives and KPIs need to be defined, as does the evaluation metrics

22 MOBILE Advertising Handbook 2009

7. Use a mobile specialist or those with specialist mobile experience - get

10. Consider whether the mobile activity is looking to build a relationship

Ways of working – Champion collaboration and insist that it happens. Use

Think creatively – Be open to where the mobile idea will originate as it

& Implementing a mobile campaign

24 MOBILE Advertising Handbook 2009

Pinpoint usage trends with TGI

Scrutinise individuals’ mobile usage with MMetrics

MMetrics research is a mobile consumer panel which enables us to look in

MMetrics gives us a steer on SMS usage, mobile gaming, downloading

Delve even deeper with proprietary research

Proprietary research is useful when you need to investigate audience habits

Select the right sites and networks

For many large off-portal sites, however, agencies currently rely on

Target and buy your audience

1. There must be some perceived value in the message, whether

3. Be clear on the communication requirement and articulate it. Be transparent

4. Objectives and KPIs need to be defined, as does the evaluation metrics

7. Use a mobile specialist or those with specialist mobile experience - get

10. Consider whether the mobile activity is looking to build a relationship

2. Be personal. By personalising your marketing messages and letting customers

5. Be aware. Keep abreast of what’s possible on mobile, and more

1. Lack of cookies to track exposure. Due to the security risks inherent in

1. Consumers are recruited to take a survey by clicking through on a survey

Mobile Network n organisation licensed to offer mobile communications services to it’s

On-Portal oint of sale/access within the operator’s “walled garden”/portal/deck,