S E P T E M B E R 2016 The Mobile Brief
THE MOBILE MARKETING BRIEF
USI NG DIS PLAY TO OFF ER THE BES T CRO SS- CHA NNE L MO BIL E EXP ERI ENC E
www.greenlightdigital.com
Display
With consumers spending 43% of their online
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the content provider or advertiser
time on mobile, and mobile ad spend being up 60.3% to £2.627 billion in 2015 (accounting for
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based services
entered the era of mobile1. •
Click-to-order ads: link to brochures or marketing materials based on postal addresses being supplied
advertisers, but is equally effective in a fully integrated, cross-media campaign involving TV, print, radio, out-
Click-to-locate ads: enable users to find, for example, the closest car dealer or cinema through location-
30.5% of all digital advertising), we have truly
Mobile can be used as a standalone medium for
Click-to-call ads: allow users to place outgoing calls to
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Click-to-buy ads: allow users to make purchases via
of-home (OOH) and online. A TV ad, for example, can
a saved credit or debit card, or using another form of
prompt consumers to search using a specific keyword in
mobile payment
order to get more information, whereas coupled with an OOH ad, consumers could be persuaded to look up the
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including logos, wallpapers or ring tones – onto their
nearest store to their current location to purchase the item
mobile phones
directly. Here are a few examples of how brands can engage and interact with their customers on mobile:
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Click-to-download ads: provide users with content –
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Click-to-video ads: enable users to view an advertiser’s video ad for a product or service
Display
When starting a mobile display campaign, it’s worth looking at the two different channels from which we buy your target audiences: mobile web and mobile applications. Channel
Description
Advertising Opportunities
Mobile Web
The mobile web is a channel for delivery of web content,
Banner ads on mobile web sites
which offers and formats content to users in awareness of the
Text ads on mobile web sites
mobile context. The mobile context is characterized by the
Branded mobile web sites.
nature of personal user information needs (e.g. updating your blog, accessing travel information, receiving news update), constraints of mobile phones (i.e. screen size, keypad input) and special capabilities (i.e. location, connection type such as 3G or WLAN)
Good for: Driving users to a mobile web site Lead generation Direct sales Branding
Mobile
Software or content that consumers downloaded to or find
Ad placement within applications (e.g.
Applications
pre-installed on their mobile phone and then resides on the
banners, “splash” pages)
phone. Examples include applications such as games, news
Branded applications.
readers and lifestyle tools. Downloads are accessible only to consumers with appropriate mobile phones and data plans.
Good for: Branding/CRM Driving users to a mobile web site
Source: http://www.mmaglobal.com/files/MMA%20Global%20Mobile%20Advertising%20Guidelines_030308PR.pdf
This January, the mobile web display inventory surpassed
direct-response oriented, will determine the technology
that of desktop for the first time ever. It’s also worth noting
used; however, recent advancements in the market mean
