Mobile Ads Analytics The New Wave
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This document discusses how mobile advertising and analytics are emerging as new opportunities in the mobile market. It outlines key dimensions of mobile advertising like location-based services, coupons, and analytics features. It argues that traditional mobile advertising targeting is limited but analytics can provide contextual targeting based on consumer behavior, usage, and location. This allows more effective personalization and measurement of advertising campaigns. The document presents a case study of an Indian service provider that used analytics to segment markets, measure interest in ads and services, and optimize advertising performance.
Mobile Ads Analytics The New Wave
- 1. Mobile Ads – Analytics the New Wave By Ganesh Suresh Kumar, Head – On Demand Solutions Telecom
- 2. Agenda Market Overview Ads and Analytics Mobile Advertisement Dimensions Anatomy of Mobile Advertisement Analytics based Ads Mobile Advertisement Value chain Need for Business Innovation Benefits Case Studies
- 3. General Mobile Market Overview Mobile Penetration rate of most countries is more than 70% Developed countries have >95% penetration Smart phones in Emerging Markets will Rise Source: Business technology, Washington Post etc Online advertising from $45 billion will hit $147 billion by 2012 Interactive advertising revenues will grow from $22.5 billion to $62.4 billion in 2012 Mobile Advertisement industry is in very earlier stage
- 4. Total spending on mobile advertising in 2008 was $530.2 million Total spending in BI and Analytics market in 2008 was $8.5 billion. Mobile Advertisement & Analytics Market Overview Immature Market Mobile ad Analytics Source:Gartner,Forrester,Admob A New Revenue Stream Right Advertisement to the right people – better ROI Have a tracker on mobile industry trend Opportunity
- 5. Dimensions of Mobile Ad Analytics Advertising Levers Coupons Location Based Services Alerts Sponsorship Contests Viral Campaign Adver-gaming Social Communities Blogs Event Driven activities Analytics Levers Customer behavior Content/application/usage Price/Sales/Marketing/campaign Churn/less popularity Advertisement Mediums SMS MMS Mobile Gaming Mobile TV Mobile Web Voice Analytics Features Standard reports Ad hoc reports Query drilldown (or olap) Alerts Mobile Ad Analytics Mobile Entertainment Mobile Payment Money Transfer Mobile Search/ Browsing Mobile Health Monitoring Location based services
- 6. Need Old targeting capability depends on web browsing history which is not a reliable source Challenges Target advertisement Based on Consumer Demography, CRM/GIS Need for Contextual Ad Seamless Data Connectivity Device compatibility GIS based Data Sources Effective Segmentation Market Trend End user information, Competitor Analysis Anatomy of Mobile Advertisement M-Advertising based on contextual advertising which has very little effectiveness Solution Technical Hurdles Software/Handset Capabilities, Bandwidth, Ads format - Undetermined Consumer privacy Demand for good user specific content is endless Mobile Ad Analytics
- 7. Analytics based M-Advertisement role - Mobile Apps stores APP Stores – Apple, Nokia OVI store, Google are key players Hundreds of Mobile apps What is Best ?? ROI How Much ?? Customer segmentation How ?? Is Free a Model ?? Analysis by Segment/Service/Type/ Preference/GIS. Get the Right Target Optimal price tags, Discounts, Offers – Levers for Price Analytics Business Challenges Analytics – New Horizon Best fit Price for a Paid ad Apps New Revenues Apps standard & Acceptability Better location/group Targeting Cross selling of Products/Services Proactively Identify Problems Benefits
- 8. Current Scenario – Advertising value chain Source: Heavy Reading ROI a concern Tracker to Measure Return on Marketing Investment/Campaign success. Service Providers are struggling to gain Increased revenue Share from t this ecosystem Growing need to Re-discover the Evolving Consumer Unhappy Consumer -Very less effect of the ad on them No location based information No proper consumers information Imbalanced Ecosystem
- 9. Carriers Advertisers Ad Agencies Publishers High quality targeting strategy by demographic and behavioral data Location based advertisement Understand customers' society and its roles Applications, device etc analytics Robust feedback mechanism to measure campaign success Traffic, Site usage, mCommerce analysis etc Census data, Billing data, CRM, Contact center data etc GIS data Non traditional sources like Social networking site,email,blog etc Channels data Device & application data Industry Bench mark data for sending Alerts Business Needs Analytics on Carriers no longer a separate Island Need for Business Innovation Balanced Ecosystem
- 10. Advertiser Personalised Targeting Discounted or Ad-Subsidized Services Location Based Ads Cross selling of related VAS Business Benefits – Across Value chain Carriers Niche Revenue Stream Robust collaboration within the Ecosystem Proactively Identify problems areas Ad agencies Standardise Ad Quality Content Centric Discover the Consumer in a better way Location specific a Value Add Publishers Improved & Embedded software capability More traffic on the network More Content and Services Personalisation the Key
- 11. A Pilot Case Study - Service Provider India Overview Challenges / Business Needs Benefits Launch a Pilot to Analyse and Segment a Market Launch Services supported by Ads to select Consumer segments Measure and Monitor the Growth, Uptake and Interests levels by Service Category Examining stationary and non-stationary nature by auto-correlations, partial correlations Exponential Smoothing and ARIMA (Auto regressive integrated moving average technique were used Root mean square value is considered for selection criteria. Number of interested Subscribers viewing Ads Network load forecast for the operator Identify most profitable/type of advertisements by Segment and Services Solution A Distinguished service provider based in India providing communication services to its Retail ,Wholesale & enterprise sectors.
- 12. Thank You Queries – Pl Email to g.sureshkumar@tcs.com