Mobile Advertising : a key opportunity for Advertisers ?

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Mobile Advertising a key opportunity for
Advertisers ?

• The best of Wireless May 3rd 2006
• Marc-Henri MAGDELENAT
• Co-Founder

ScreenTonic SA 4 bis, rue St Sauveur 75 002
France 33 (0)1 44 76 89 01 Contact Marc-Henri
MAGDELENAT mhmagdelenat_at_screentonic.com
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Agenda

• ScreenTonic overview
• A key opportunity for Advertisers
• Case study

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ScreenTonic Provide Advertisers with the best
tools tocommunicate to their clients and
prospects with a mobile phone
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ScreenTonic Mobile marketing some examples
Text to win mobile internet site
Inscription Push campaign
Mobile internet site
Promotional event with one carrier
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ScreenTonic Media The First Mobile Advertising
Offer in Europe
Sponsored links
Ad words (search engines)
123 sonneries
Advertisers site
Advertisers site
Ad banners
SMS / MMS push
Advertisers site
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Agenda

• ScreenTonic overview
• A key opportunity for Advertisers
• Case study

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The mobile phone is part of the everyday life of
your consumers.

• They talk on the phone hours each month
• They send receive SMS several times everyday
• They take pictures with their mobile phone
• They use mobile internet more and more each day
• They play and download more and more
  sophisticated games
• They chatt with their community
• And

Mobile ringtones sales are superior to singles
sales(volume value)
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The mobile phone the ideal medium ?

• Individualy talk to your consumer, with a highly
  personal device
• The only medium which belongs to the individual,
  not to the household
• Always  on  in the pocket of your consumer
• A mobile phone is  on  16h a day
• Reach your consumer exactly when needed
• 95 of the SMS are read
• A SMS/MMS is read within 10 minutes after
  reception
• Interact with your consumer
• SMS / MMS
• Mobile internet

 Mobile Phone will soon become the most
important media Andrew Robertson, OMNICOM CEO
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A pervasive tool, a powerful media
Indispensable daily tool

• Communication (voice, sms, mms, e-mail, chat,
  msn...)
• PIM (agenda, contacts, payment, loyalty
  cards,...)
• Multimedia (music, videos)
• TV device
• Web browsing
• Free time (games, browsing...)

Buying at vending machine
Payment in supermarket
Content download triggered by posters / CD cover
a unique media

• Personal tool,
• Everywhere, always on
• Associated with strong values (innovation,
  communication...)
• interactive (push pull)
• Multi-media (sound, picture, text, video...)
• Mass reach

Endless opportunity to interact
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Why the mobile phone will become a mass media
Quality
Reach

• SMS
• Wap
• Colour
• Photo

• Video / streaming
• M-coupons
• M-commerce
• Others...

• Mobile penetration
• Mobile Internet penetration
• Usage

A must for the advertisers

• The benefits
• Interactivity
• personalisation
• In mobility
• ubiquity
• Geolocalisation
• Pull /push

Advertisers are looking for new media
The agility of the Internet, the reach of
television
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From promotion to branding
2002
2003
2004
2005

• 2) The mobile, key component of major operations
• Create proximity
• Anywhere, at any time

3) The mobile Internet, as a branding
tool Mobile is not only a promotion or gaming
tool but is part of the communication strategy of
the brand, as a closer link to the consumer

• 1) sms a new trade marketing media
• Interactive operations
• New, different,
• Remains a  non strategic  media, with low
  volumes

Carrefour
40 millions products
Télécharger le logo
Découvrir Enjoy Light
Le mot de Kenzo Takada

• infos légales

• Accueil

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The mobile phone will surely become a must for
brands
2005
2006

• 3) Bring new experiences
• MMS push
• Wap push
• Vidéo

2) Bring a real reach through the operator
portals

• 1) From simple presence to a real long term
  strategy
• Take advantage of the mobile benefits (push
  pull, one-to-one
• Enrich the brand with the mobile image
  (innovative, young, attractive)
• Offer real value added services to the clients
• Enrich the customer relationship

Operator portal
MMS (wap push)

• Prospection
• SMS
• MMS

• Loyalty
• Personalised wap sites
• SMS
• MMS

Animation - Games promotions - Goodies
Venez essayer gratuitement la nouvelle gamme
Juicy wear de Lancôme. Cliquez sur Lancôme

• Information
• wap
• Geoloca-lisation

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Agenda

• ScreenTonic overview
• A key opportunity for Advertisers
• Case study

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Deliver the right offer at the right time
Dockers

• A specific promotional offer  Buy a Dockers
  trousers, get a free camera 
• Dockers stores are only available in 19 towns.
• They choose the SMS to inform the appropriate
  target
• Men
• 25 40
• Living in one of the 19 towns
• The SMS was sent on a Saturday at 1130.
•  Les 10 000 appareils photo jetables que nous
  avions prévus pour lensemble de lopération ont
  été distribués dès les premiers jours Karim
  Bouhajeb, Directeur Marketing Dockers France in
  Commerce magazine Dec Janv 2003

XCLU ! 1 pantalon Dockers acheté 1 appareil
photo offert. Liste des magasins participants
0123456789
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Increase loyalty among users Mc Donalds
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Customers Case NikeProduct launch
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Customers Case CitroënCar Manufacturer
promotion
Sponsored links
Rallye Citroën
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Customers Case Alien vs Predator (20th FOX)
Movie promotion
Audio campaign
Sponsored links
Promotional link
Play to win movie tickets
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Customers Case Hide Seek (2Oth Century Fox)
Movie video preview
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Procter Gamble Head ShouldersGame download
Jeu F3 Gratuit
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Sephora Use the medium of your core target
MMS
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Nike Secret weapon in your hand !
Vous avez reçu un nouveau message. Voulez-vous le
lire maintenant. OK
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Major brands are investing the wap space
Corporate site
Product showcase
Event promotion
Corporate communication
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The Mobile Advertising Company
Thank you for your attention
ScreenTonic SA 4 bis, rue St Sauveur 75 002
France 33 (0)1 44 76 89 01 Contact Marc-Henri
MAGDELENAT mhmagdelenat_at_screentonic.com