Page 162 - DCAP307_PLANNING_AND_MANAGING_IT_INFRASTRUCTURE

Planning and Managing IT Infrastructure

Notes While mobile display has traditionally been dominated by entertainment and media, traditional
advertisers are really starting to understand the opportunities that mobile offers.

Example: Traditional advertisers include finance, telecoms and consumer goods.
Jon Mew, Director of Mobile and Operations at the IAB states:

“Mobile advertising allows advertisers to target people on the move, and capture them when
they’re most receptive. It’s an exciting time for mobile advertising and for advertisers who use
the opportunities”.

Recent research from the IAB in conjunction with John Lewis has also demonstrated the
effectiveness of mobile advertising. The research uncovered that unprompted awareness
increased from 3% to 24%. The study also noted that having a mobile optimised site as the
destination after the click had an immediate and positive knock on effect. 64% said they were
either ‘very impressed’ or ‘impressed’ with the brand as a result of visiting the optimised John
Lewis site. Advertisers that did not have a mobile optimised site were at risk of losing customers
with 30% of consumers saying they would either not purchase the goods at all, or opt to purchase
from a competitor.

Some of the top tips that the study highlighted were:
Use mobile to increase brand awareness - mobile advertising increased unprompted
awareness amongst those exposed to the advertising by 822%

Invest in rich media to increase your cut through – those exposed to the expandable
banner were 25% more likely to remember the advertising than those who saw the static
banners

Target rich media to advanced smart phones to increase impact – Android/iPhone users
were 50% more likely to recall an expandable banner than other smart phone users

Plan thoroughly – although rich media is effective it can become an annoyance if irrelevant,
with 11% stating so, compared to only 6% amongst those who saw the static banner
Have a mobile optimised destination site to avoid a loss of potential revenue- 30% of
consumers admitted they would take their business elsewhere if the mobile site experience
was poor.

9.4.3 Location-based Services

The convenience of mobile is opening up a number of opportunities for advertisers. In a recent
Forbes editorial piece, Mike Tittel comments that mobile marketing is all about location. He
says that mobile devices have for the first time ever made location and context the most important
things to consider in mobile marketing. With mobile devices being carried with consumers
everywhere, the location of the customer with the device and what they are doing determines
how receptive they are to mobile advertising.
Advertisers are able to use location based targeting to reach out to customers who have indicated
a willingness to be targeted by relevant ads. ‘Starbucks’ ran a campaign with O2 More where
customers input details about their age, gender and interests such as football, travel, cinema,
coffee and beauty products. When opted in, customers within a geo-fenced area defined by
Starbucks were sent money off voucher for their next purchase. This enabled Starbucks to create
brand loyalty, reinforce messaging and increase footfall to stores. Previously it has been difficult
to deliver customers offline from online and vice versa, certainly in a measurable way, but
mobile has demonstrated the ability to bridge that gap. With the development of location based

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