The Financial Services Industry’s Guide to Mobile Advertising
Table of Contents Executive Summary
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Introduction to Mobile Advertising for Financial Services Companies
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Financial Services Advertising Opportunities and Insights
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Success Stories
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Mobile Advertising Best Practices for Financial Services Companies
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Partnering with Microsoft for Mobile Advertising Success
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Executive Summary Consumers are using their mobile phones for added convenience, and to manage their finances and access a host of financial services while on-the-go, providing an excellent opportunity for financial services companies to reach them using mobile advertising. Because consumers are rarely, if ever, without a mobile device, mobile is the ideal medium to connect with people wherever they are and help financial services companies achieve their goals. For example: • Consumers are engaging in mobile banking like never before, from checking their account balances and money transfers to paying their bills and finding the nearest bank branch or ATM. • Consumers are looking to connect with their financial brokerage via their handsets to manage investments, check equities and complete trades. • Many insurance companies are letting prospective and existing customers compare rates and process claims using their mobile devices. • Credit card companies are also ramping up their mobile initiatives, letting consumers check available credit and account balances, and paying their bills via mobile. With a properly executed mobile advertising strategy, financial services companies such as financial brokerages, banks, insurance firms, credit card issuers and tax service providers, can engage their audience in a non-intrusive manner and generate tangible results in ways that traditional and new media channels cannot. In addition to developing a one-to-one relationship with consumers, mobile advertising: • Drives brand awareness and loyalty • Drives consumers into brick-and-mortar locations • Enhances multi-channel campaign efforts
An ABI Research survey found that 20 percent of consumers that access the mobile web from their phones click on an Internet advertisement (e.g. banner ad or text link). Seventy percent of them are smartphone users.1
• Increases sales, conversions and customer acquisition The mobile web and downloadable applications are also influencing the way consumers make financial decisions while on-the-go, causing a surge in mobile banking, stock trades, and purchases of financial products and services. More consumers are seeking out financial services partners via their mobile devices, and are engaging in financerelated activities spanning mobile search, mobile web browsing, consuming content such as video and applications, as well as completing transactions via mobile. Financial services companies that use mobile to help improve consumers’ experience by increasing convenience and providing utility are likely to be rewarded with an increase in customer loyalty and revenue. This mobile advertising white paper is designed to help all types of financial services companies, including banks, financial brokerages, insurance companies and credit/debit card companies, craft a mobile advertising strategy. Please read on to get expert advice on how to create, deploy and measure mobile advertising campaigns to achieve specific objectives.
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1. 1ABI Research, “Consumer Technology Barometer: Mobile (Q3 2010)”, December 8, 2010
Introduction to Mobile Advertising for Financial Services Companies Mobile advertising is the practice of placing a marketing message, promotion, sponsorship or call-to-action within various channels and properties that make up the mobile medium, including the mobile web, search, applications, text messaging (SMS), multimedia messaging (MMS), email, voice, Bluetooth and content featuring text, images and/or video. The most common methods of mobile advertising are: • Display – the inclusion of static, animated and rich media banners within mobile websites, multimedia messages, video feeds and applications • Search – the placing of a financial services company’s sponsored search listing in the mobile web or application at the point of consumer-expressed need • Messaging – the inclusion of a text ad within an SMS, MMS, email or Bluetooth message • Voice – the inclusion of audio ads within automated voice services
Among the key challenges facing banks, brokerage firms, insurance companies and credit/debit card advertisers is the hyper-fragmentation of media. The high cost and low response rates for direct mail and other traditional channels make mobile media attractive. In contrast to traditional forms of media, mobile is considered more personal, immediate and versatile. Mobile is both a promotional medium to raise brand awareness and a channel to drive transactions and customer acquisitions. To address a range of customer-engagement challenges, mobile advertising should be considered a key component of a financial services company’s marketing strategy. With a properly executed mobile advertising tactics, financial institutions can engage their audience in a non-intrusive manner and generate tangible results in ways that traditional and other new media channels cannot. With mobile advertising, financial services companies can: • Build brand awareness and favorability with their target audience: • Efficiently promote unique, timely and personalized offers • Stimulate existing customer loyalty • Improve customer service • Drive consumers into other channels to: • Increase traffic to bricks-and-mortar locations such as banks, storefronts, ATMs or kiosks • Drive traffic to mobile websites, applications or online portals • Reduce call center traffic • Achieve direct marketing goals: • Collect data such as phone numbers, zip codes and email addresses • Develop an opt-in database for future direct response marketing initiatives • Regularly see higher response rates from mobile advertising compared to the average traditional media marketing program
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• Drive customer acquisition to: • Increase the effectiveness of cross-channel campaigns promoting new products and services • Enhance the convenience of filing claims, banking and other financial services • Create immediate commerce transactions for on-the-go consumers Financial institutions should consider focusing their programs to address consumers’ financial needs through mobile ads that drive to landing pages or microsites that emphasize the services the company provides, with features such as enrollment forms, branch locators and click-to-call functionality. The mobile medium is uniquely suited to address financial services companies’ challenges because it provides the most immediacy and relevancy, and is action-oriented. Many financial institutions have run mobile banner ads that redirect consumers to their full mobile website or to the download page of an application store. In addition, mobile has better benchmarks than online that can verify the positive impact on a particular advertiser. Digital marketing research firm InsightExpress found that mobile ad campaign norms were four-and-a-half to five times more effective than online norms against measures of unaided awareness, aided awareness, ad awareness, message association, brand favorability and purchase intent. For example, mobile media outperforms online media in purchase intent (250 percent increase) and brand favorability (95 percent increase) based on respondents exposed in the study.2 In addition, the versatility of mobile is unparalleled—a mobile advertising campaign can be geared toward any number of objectives, from driving consumer engagement, branding and product awareness to data collection, application downloads and commerce. Consumers want to interact with their financial services providers on the mobile websites and downloadable apps to provide added convenience by enabling banking and other financial services on-thego. They want to use their handsets to make peer-to-peer payments and money transfers, purchase goods and services, as well as search for and consume mobile content.
Ad Effectiveness Mobile Ad vs. Online Ad
12%
10%
2%
2%
Brand Favorability Mobile
Purchase Intent Online
Source:InsightExpress InsightExpressAd AdEffectiveness, Effectiveness, February February 2010 Source: 2010
A challenge that all brands face is discoverability, and financial services companies are no exception. Mobile advertising is one of the most effective ways to build brand awareness and drive adoption of a mobile website or application. Mobile is uniquely suited to addressing the challenges of financial services companies because it is personal, measurable and actionable. Marketers focusing solely on traditional media are having difficulties breaking through the clutter, but multi-channel marketers that tap mobile in conjunction with other media are seeing impressive results. The sweet spot is multichannel integration of mobile tactics into a company’s traditional financial services practices and overall marketing strategy to create interactivity across all channels.
2. InsightExpress, Ad Effectiveness, February 2010. The study used norms developed in online ad testing as a benchmark to draw conclusions around the performance of advertising on mobile devices. InsightExpress compared the two using InsightNorms, the company’s normative database containing over one thousand online ad effectiveness campaigns and over one hundred mobile ad effectiveness campaigns. Mobile InsightNorms are based on InsightExpress’ flagship mobile brand effectiveness solution, Mobile AdInsights, which employs a test/control design to measure the brand impact of mobile advertising campaigns.
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Financial Services Advertising Opportunities and Insights Mobile advertising remains one of the most effective ways to reach the ever-growing ranks of smartphone users. Targeted mobile display, search and text ads are helping companies like Fidelity, H&R Block, GEICO, Bank of America, and JK Harris & Company to build brand awareness and turn purchase intent into sales with their target audience.
Mobile advertising spending is expected to increase more than sixfold from $416 million in 2009 to $2.55 billion in 2014.3
In addition, the increasing prevalence of smartphones is changing the way consumers behave, driving an explosion of usage across the mobile web, applications and search. Today, 26 percent of mobile consumers are using the mobile web regularly and if they have a smartphone – a phone running operating systems including Apple’s iOS, Microsoft’s Windows Phone 7, RIM’s BlackBerry or Google’s Android – this number increases to 80 percent. Forty percent of new mobile phones sold in the third quarter of 2009 were smartphones or broadband-capable devices. During the same period, more people accessed the Internet from smartphones (52 percent) than regular feature phones (48 percent) for the first time.4 Mobile Media Consumption by Operating System (3-month average ending September 2009) Social News / Info Mobile Media Any App Networking Browser Smartphone
80%
65%
59%
43%
Non-Smartphone
26%
14%
13%
8%
Source: comScore MobiLens, September 2009
Financial services companies are attracted to the demographic profile of smartphone users: 35 percent of them have incomes more than $100,000 per year, according to comScore. These figures edge closer to 40 percent among smartphone users. Mobile adds a new dimension to the purchase process by creating a new set of consumer behaviors, such as enabling real-time stock trades, checking or transferring account balances, paying bils, getting quotes, comparing rates, processing insurance claims, and finding the nearest branch office or ATM. According to a research study sponsored by Microsoft, mobile Internet users are actively engaged in finance-related activities, such as:5
What is the financial behavior of mobile Internet users?
43%
• 43 percent access financial information via mobile • 2 percent check the stock market via mobile at least once a day
20%
21%
Expect to make half of financial purchases next year
Manage their bank accounts on mobile
• 21 percent manage their financial accounts via mobile • 17 percent are very comfortable engaging in financial services, including making purchases, via their mobile phone • 11 percent say they have clicked on a financial services ad on their mobile phone 3. eMarketer, Mobile Advertising Forecast, October 2010 4. comScore, Mobile Lens, September 2009 5. ROI Research, Inc. & Microsoft “Future of Mobile”, November 2009
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Frequently access finan cial info via mobile
Source: ROIResearch, Research, Inc. “Future of Mobile”, November Source: ROI Inc.&&Microsoft Microsoft “Future of Mobile”, Nov.2009 2009
The financial services industry should be offering up mobile advertising targeting smartphone users, since smartphone users are a [desirable] target demographic. Jeff Orr, Analyst, ABI Research (1ABI Research, “Consumer Technology Barometer: Mobile (Q3 2010)”, December 8, 2010)
Mobile Display Ads for Awareness and Customer Retention Consumers on-the-go can use their mobile devices to check balances, pay bills, view posted and pending transactions, find branches and ATMs, and transfer funds. Two-thirds of mobile banking users are customers under 35 and four out of five are under 45, thus proving that Generations X and Y are embracing mobile banking as much as the mobile web. Apple’s iOS, Research In Motion’s BlackBerry OS and devices with Google’s Android and Microsoft Corp.’s Windows Phone operating systems are the most favored by a bank’s mobile customers. Most large banks now have mobile banking services of some kind, and the savviest are using various types of mobile advertising to drive adoption and engagement, from standard display banners driving to a mobile website or landing page to mobile video and rich media animation. Mobile Ads Drive App Downloads and Use From financial brokerage, mortgage and commodity brokers, it is important for financial brokerages of all types to differentiate themselves from competitors and stay top of mind among consumers. The most innovative marketers in the space are integrating mobile into their overall strategy for customer acquisition and brand building.
Citibank customers can now access and manage their bank accounts via their smartphone’s mobile browser, without having to download an app. We’re constantly looking for ways to make it easier for our customers to manage their money. Citi MobileSM for Smartphones is one more way in which the growing population of mobile users can access their Citi accounts anytime, anywhere.
Marylou Dowd, Director of Customer Experience for Citibank Online and Citi Mobile (Mobile Marketer, July 31, 2009)
Fidelity Investments, which manages a large family of funds and provides discount brokerage services along with ETFs, mutual funds, IRAs, retirement planning and investment products and services, recognizes the power of the mobile channel. Fidelity realizes the compelling opportunities opened up by facilitating mobile commerce and consumer transactions on the mobile device and supporting the extension of enterprise-wide applications to a mobile platform.
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Fidelity wanted to provide on-the-go access to customers’ brokerage and bank accounts, real-time market news and information, and the ability to trade stocks. So the company launched consumer-focused mobile apps allowing their users to manage their savings and workplace retirement accounts, place trades, check balances and get breaking financial news. To drive consumer awareness and app downloads, Fidelity turned to mobile media, including display and SMS, to promote its mobile applications and website at http://Fidelity.mobi, enabling customers to stay connected to the markets and their money.
Clearly, mobile marketing represents a compelling way for marketers to reach customers because of the direct and intimate nature of the medium. Mobile offers many opportunities, as the mobile handset is a personal device that is always with you, giving marketers a unique platform from which to deliver deeper interactions with its customers. Generation Y is bigger than the Baby Boomer population, and this segment of the market doesn’t watch prime-time programming or read newspapers, making mobile the primary main media channel. Dave Power, Partner at Fidelity Ventures (Mobile Marketer, Oct. 10, 2008)
Mobile Text Ads for Customer Acquisition Tax preparer H&R Block turned to mobile advertising to boost brand awareness among younger consumers ages 18 to 34. H&R Block used mobile advertising to augment its social media initiatives, acquire younger customers and encourage brand loyalty. H&R Block believed the mobile medium was the best way to target Millennial and Generation Y demographics, especially when used in conjunction with other digital channels. In April 2010, H&R Block ran a mobile advertising program promoting its free online tax preparation service through an ad-supported service that sends responses to questions that users text in. During the campaign, users that texted in questions related to taxes were served H&R Block text ads offering up the tax preparer’s services free of charge. During the initial mobile campaign, H&R Block delivered close to 3 million impressions leading up to the deadline for filing tax returns, and the response rate to the ads exceeded 3 percent. Multi-screen Approach to Drive Compelling Results Auto insurance companies have invested heavily in television advertising, which is expensive and not interactive or measurable. To separate themselves from the pack, insurers often turn to the digital medium, with a heavy dose of mobile advertising to drive adoption of their mobile platforms and content. Berkshire Hathaway’s GEICO has been especially active in the digital space, with a multi-screen strategy spanning the PC web, social media and mobile.
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GEICO has launched its GloveBox mobile application for various operating systems, and it uses its TV ads to raise awareness of them, encouraging viewers to download them. The application has social media tie-ins so that users can easily spread the word virally. In addition, GEICO has used PC and mobile web advertising to drive downloads of branded mobile content such as ringtones and sound bites featuring the Gecko character that also appears in its TV ads. The insurance giant uses a cross-media ad buy to cross-promote its online, social and mobile platforms and content, creating a synergistic effect that is greater than the sum of its parts.
GEICO is taking our ‘It’s so easy, a caveman can do it’ approach and applying it to mobile. Our customers want to be able to access their policy or get a quote anywhere and anytime. Mobile usage is increasing at an explosive rate and our customers want to conduct more and more of their business on their mobile device. For these reasons, our objective is to be the mobile leader in the auto insurance industry.
Dave Weaver, Manager of Programming Analysis at GEICO (Mobile Marketer, Aug. 24, 2010)
In addition, credit and debit card issuers are integrating mobile into their overall multichannel strategies. Credit and debit card issuers and payment processors such as Visa and MasterCard have been going head-to-head in the mobile space, competing to be perceived as the most innovative brand. The companies have leveraged mobile to provide greater consumer convenience via services including mobile payments, mobile money transfer, mobile transaction alerts, 2D bar codes and mobile marketing offers. To promote its ATM Hunter and Priceless Picks applications, MasterCard used multi-channel tactics spanning TV, outof-home, social media, online digital media banners and mobile advertising. Visa’s suite of mobile services include mobile payments, mobile money transfer, mobile transaction alerts and mobile marketing offers. Visa has also run more advanced, interactive mobile display ad units, including an expandable rich-media campaign across The New York Times’ applications carrying the tagline “More people go with Visa” and the call-to-action “Let’s go find some deals.” Whether it be credit card issuers or another type of financial services company, marketers should run various kinds of mobile ad units with an eye toward their ultimate objective, whether it be consumer engagement, brand building, customer acquisition or driving content downloads.
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Success Stories Bank of America Uses Mobile Banners to Drive App Downloads Mobile advertising has been the primary driver of the growth of Bank of America’s online banking platform, which has increased from 1 million users in 2007 to 2 million customers last year to 2.5 million in the first six months of this year. Bank of America is using contextual search and running mobile banners within the FOX Sports iPhone application and using display ads to drive people to its application and mobile site. A Bank of America executive said that mobile ad campaigns have in some cases doubled the response rates achieved by online campaigns.
A mobile banner ad screenshot in FOX Sports app
Bank of America mobile banking
Consumers who click on the ad are routed to a landing page where they can either download the free Bank of America application or learn more about mobile banking. Consumers also have the option to sign into their Bank of America online account via a link. Those who click through to the mobile landing page can view a detailed overview of Bank of America’s mobile application and its features such as the ability to view balances, pay bills, transfer funds, find banking centers and find ATMs.
Today the FOX Sports iPhone application has banner ads and in-screen video sponsorships, which are not preroll ads but instead inset advertising within the video itself. Some brands advertising within the app are Autozone, Bank of America, Land Rover and Jaguar. This is evidence that premium brands are extending into the mobile space. Andrew Hossom, Vice President of Marketing for FOX Sports Interactive (Mobile Marketer, September 4, 2009)
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Nationwide Insurance Runs Multi-channel Campaign to Promote Cartopia Mobile App Financial services organization Nationwide Insurance runs multi-channel advertising campaigns to promote its mobile applications. Cartopia is a free car-buying application that helps users access a wide range of information as they shop for new or used cars, trucks and SUVs.
Nationwide is on your side
A click-to-download Cartopia banner ad within the Nationwide Mobile app
Nationwide uses a multi-channel campaign to get the word out about the Cartopia app. The insurer launched a TV ad campaign promoting Cartopia as well as ran mobile ads across the mobile web and within other applications to encourage consumers to click through and download the app. For example, Nationwide is promoting the Cartopia application include Facebook and banner ads within car-buying mobile websites such as Edmunds and Kelly Blue Book. “Cartopia is our second app, and the strategy was to create a useful free tool for people shopping for a new or used car—it doesn’t matter if they’re a Nationwide Insurance customer or not,” said Sue McManus, vice president of direct and customer solutions marketing at Nationwide, Columbus, Ohio. “People spend a lot of time researching their car. I’ve observed people coming in to a dealership with a stack of papers printed from the Internet,” she said. “We thought, why not send that information to the iPhone and give them the ability to get unbiased information right there on the dealer’s lot in real time, so they know if a used car has been in an accident or if it’s been regularly serviced at the dealership.”
We have two main objectives, one is to build our brand with younger, more techsavvy consumers, and two, use the app as an acquisition tool for auto loans and auto insurance—within the app users can easily see Nationwide Bank’s auto loan rates, and when the dealer offers a loan, users can immediately compare it to our rate. Those [mobile ads] worked really well for us in terms of getting people to click through and driving a lot of downloads. Sue McManus, Vice President of Direct and Customer Solutions Marketing at Nationwide (Mobile Marketer, March 12, 2010)
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Bing for Mobile Drives Higher ROI and Customer Acquisition for JK Harris & Company JK Harris & Company is the nation’s largest tax representation firm that has been helping taxpayers resolve back tax problems since 1997, with 325 locations in 43 states nationwide. Seeing mobile as a new way to gain incremental reach leading up to the 2010 tax season, JK Harris tapped Bing for mobile to drive efficient customer acquisition for their tax resolution services.
JK Harris paid search ad on Bing for mobile
“Click-to-Call” on Bing for mobile
To meet the objectives, JK Harris and Media Placement Group selected Bing for Mobile to develop a click-to-call mobile search campaign that centered on mobile-focused keywords to drive calls and increase ROI prior to and during the 2010 tax season. Bing for mobile delivered a higher ROI than mobile competitors and was more cost-effective than online search. Mobile accounted for 10 percent of all campaign clicks while only making up 1 percent of the total spend. Bing for mobile drove as much inbound call traffic as other leading mobile search providers, but did so at a fraction of the spend. Overall campaign click-through rate increased by 23 percent from October 2009 to March 2010.
Bing for Mobile achieved a higher ROI than any other mobile search engine – generating as many interactions as the others but at a fraction of the spend. With a combination of real-time campaign management and its overall attractive audience, Bing for mobile made this campaign very successful for JK Harris.
Ja’Nice West, Senior Online Media Buyer at Media Placement Group, Boca Raton, FL (Mobile Marketer, April 15, 2010)
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Mobile Advertising Best Practices for Financial Services Companies 1. Present clear value exchange. Consumers are more likely to click on ads that save them time or money. Companies must differentiate themselves from other financial service providers by giving consumers an incentive to engage—the offer or call-to-action has to be meaningful.
2. Buy a high share of voice. Consumers are inundated with advertising, and media consumption is often interrupted. To make an even greater impact, financial services companies should consider buying a high share of voice placements and ensure their ads are seen at a higher frequency.
3. Use location-based ads whenever relevant. Consider promoting a particular product or service or offer a discount to consumers who are searching for a financial services provider. Location targeting makes ads more immediately actionable—consumers can be directed to the company’s closest brick-and-mortar location to do business.
4. Improve relevancy with targeting. Consider targeting ads by demographic, by consumer behavior and purchase history, by time of day and day of week, and by location to improve relevancy, which will in turn increase response rates.
5. Multi-screen increases ad effectiveness. Consumers’ lives are hectic, and they are constantly on-the-go. Hence, multi-screen campaigns with a mobile component are critical to amplify a financial services company’s message or call-to-action and reach consumers wherever they are.
6. Leverage rich media. Consider running interactive mobile banner ads that expand into rich media animation or redirect to a landing page with a data form, branch, storefront or ATM locator or tools to help consumers come up with a financial game plan.
7. Use search keywords related to mobile services. Bids on relevant, specific mobile search keywords will increase visibility. For example, a bank can serve ads to consumers who search for keywords such as “loans” or “checking” in combination with mobile-centric terms like “from phone” and “mobile.” This will help drive customer acquisition.
8. Eye-catching ad creative. Engage the consumer with mobile ad creative and messaging that addresses consumers’ needs. Keep it simple and relevant to ensure the consumer can understand what to do and how to do it.
9. Measure results. Set specific objectives to achieve positive ROI, keeping in mind consumer behavior. Clear benchmarks also allow a financial services company to judge the success of a particular campaign. Whether the goal is driving traffic to a mobile website or branch, driving downloads of an app or customer acquisition, the success of a mobile campaign can be measured.
10. Enhance engagement with social media. People keep in touch with family and friends via social networks, so consider adding a viral marketing component with social media baked in (e.g. “Like” button on Facebook, invite friends to watch trailer, post to Facebook or Twitter account). Humor and a clear value exchange are great ways to generate buzz via word-of-mouth.
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Partnering with Microsoft for Mobile Advertising Success Financial services companies ready to leverage mobile advertising can turn to Microsoft Advertising for help. Microsoft helps financial services companies generate more traffic and get optimal results for their advertising expenditures.
Only Microsoft® Advertising connects brands to 47 million active monthly unique users or over half (55 percent) of the U.S. mobile web audience with integrated experiences across mobile, PC and gaming.6
Microsoft Advertising has developed a unique ecosystem to ensure a financial services company’s success with mobile advertising. With Microsoft Advertising solutions, financial services companies have access to a suite of end-to-end industry-leading services that can take into account customers’ preferences and behavior, as well as what they are currently doing in order to enhance the relevance of the ad for consumers and its overall effectiveness. Engage with a Qualified Mobile Audience Microsoft Advertising’s industry-leading mobile display and search advertising solutions engage over 47 million onthe-go U.S. consumers each month – regardless of the user’s mobile phone or wireless carrier. Our innovative ad placements include search, display, rich media, video, custom in-app units and much more.
Source: The Nielson Company/Nielson Mobile MediaView, June 2010
Microsoft Mobile Media Network reaches: • Consumers on virtually any mobile phone – 59 percent of Apple OS, 53 percent of Android OS and 45 percent of Research in Motion (RIM) OS7 • 47 million or 55 percent of active users on the mobile web in the U.S. • Bing for mobile is the default search experience for virtually all Verizon Wireless users and is one of the preferred mobile search providers on Apple’s iPhone OS mobile Safari browser Targetable, Premium Content at Scale Microsoft Mobile Media includes the following premium content: • Web Search: Bing for mobile • Web Portal: MSN Mobile
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6. The Nielson Company, Nielson @ Plan Mobile, Q1 2010 7. The Nielson Company, Nielson Mobile Media View, June 2010
• Web Partner Content: MSNBC, FOX Sports, CNBC and Wonderwall • Carrier On-Deck Portal: Verizon Wireless portal and partner sites • Social Media: Windows Live Hotmail, Windows Live Messenger • Mobile Apps: Bing app, MSNBC, MSN Money, MSN Movies, Xbox, Today Show, MSNBC Meet the Press, MSNBC Breaking News, Sporting News, TLC, Parenting Magazine, etc. Advanced Targeting Options
Microsoft Mobile Media Network
• Device: handset make, model and device category (e.g. smartphones, feature phones)
• U.S. Audience reach: Microsoft Mobile Media Network reaches 47 million unique users or 55 percent of the U.S. wireless web audience8
• Wireless Carrier: target a specific wireless carrier(s) to leverage on deck inventory
• U.S. Premium mobile properties: Bing™, MSN® Mobile, Windows Live Messenger, Windows Live Hotmail, MSNBC, CNBC, FOX Sports and Wonderwall
• Profile Targeting: age, gender, household income, geography (e.g. country, DMA, zip code), time of day and day of week. • Behavioral Targeting: utilize 120 custom targeting segments – categories like Active Traders, Personal Investors, Home Buyers, or Small Businesses • Keyword Targeting: exact or broad match
U.S. mobile carrier (on-deck): Verizon Wireless Microsoft Advertising’s mobile offerings are available in 32 countries worldwide.
Microsoft Leadership versus the Competition By the Numbers
The Microsoft Mobile Media Network not only delivers reach but it also has a more attractive audience than Google and AOL in key categories such as Money & Finance, News, Entertainment, Sports and Weather for specific target segments. These segments include Affluents: Adults, 35+, $100K+.9 Affluents
Affluents
205
Affluents
35+ with a HHI of $100K+
35+ with a HHI of $100K+ 201 195
144
124
35+ with a HHI of $100K+
124
131 86 50
MSN Money for Mobile
AOL Money & Finance
Google Finance
Source: Nielson Mobile Media View, October 2010
MSNBC News for Mobile
Google News
Yahoo! News
Source: Nielson Mobile Media View, October 2010
Wonderwall for mobile
AOL Entertainment
Yahoo! Entertainment
Source: Nielson Mobile Media View, October 2010
Furthermore, the total Microsoft Mobile Media Network Affluent mobile Internet users (HHI of $100,000 and up) reach: 50 percent of all U.S. mobile Internet users, which covers 10.9 million Affluent U.S. mobile Internet users.10
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8. The Nielson Company, Nielson Mobile Media View, October 2010 9. The Nielson Company, Nielson @ Plan Mobile, October 2010 10. The Nielson Company, Nielson Mobile Media View, October 2010
Impact Consumers When They Are Making Financial Decisions • Engage and influence millions of consumers making real-time purchase decisions on-the-go with Bing for mobile • Easily extend your online search campaign to Bing for mobile without having to invest in mobile-specific resources • Bing for mobile is available on any phone with an Internet connection as a free downloadable app and is the default search on most phones on the Verizon Wireless network • For premium and self-serve advertisers, the search partnership with Microsoft and Yahoo! provides a competitive choice with a time-saving and cost effective way to reach millions of mobile searchers through our unified search marketplace Amplify Impact with the Power of Multiple Screens Microsoft Advertising combines the power of its gaming properties like Xbox with our premium PC and mobile properties like MSN, Windows Live and MSNBC. We make it simple for advertisers to land consistent experiences across multiple screens and make a lasting impact on media-savvy consumers in an increasingly complex media environment. Microsoft Mobile Solutions that Go Beyond Advertising Companies ready to leverage mobile advertising can turn to Microsoft Advertising for next steps. Microsoft can help these companies drive brand affinity, create one-to-one relationships with consumers, drive sales with financial promotions and offers, acquire and retain customers, enhance multi-channel campaign efforts, stimulate word-of-mouth and social media engagements and much more. Microsoft Advertising’s extended mobile services include: • Made-to-order post-click elements that incorporate mobile web, apps, downloads, video, rich media, SMS and much more • Complete mobile marketing campaigns tailored for a company’s needs, including sweepstakes, interactive voice, click-to-call, click-to-buy, data capture, apps, and consumer polls and surveys • Mobile campaign measurement and analytics to help companies monitor campaign performance and adjust their program and budget as needed for optimal results Microsoft Advertising is committed to mobile advertising innovation by continuously developing new mobile ad formats and placements to provide greater value to consumers in partnership with leading companies who embrace mobile advertising. For more information and to get started with Microsoft Advertising, email mobads@microsoft.com.
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