Click with your customers with mobile advertising
Nokia Media Network
Media Kit
U. S. Version September 2008
The power of mobile Telephone. Email device. Alarm clock. Camera. Music player. Personal navigation device. Internet browser. Lifeblood. Most people never leave home without it. Now advertisers can reach consumers on their most valuable device – the mobile phone.
Nokia Interactive Advertising provides brands with all they need to connect with and engage mobile consumers.
Following the eyeballs With consumer attention time migrating to mobile, shouldn’t your ads be there too?
Just consider: • Today there are 3.3 billion mobile phones, outnumbering TVs and PCs by 3:11. • Originally conceived of as a device for voice calls, people are using their mobile for messaging, browsing, games, multimedia and other purposes nearly 90% of the time2. • Brand recall rates from mobile advertising are just as high as a 30-second TV spots. Mobile is the most powerful medium of our time. And not just in terms of sheer numbers. Young Gen Ys (18-22) spend almost as much time on a mobile phone as in front of a TV. Those between the ages of 23-27 are not far behind, spending almost eight hours a week on their mobile. But mobile is not just for the young; in fact, mobile penetration is highest among 35-44 year-olds (88%) with 45-54 year-olds just as likely to own mobile devices as 25-34 year-olds (82%)3.
Average hours per week consumers spend on activities US Average
Younger Gen Y (18 - 22)
Older Gen Y (23 - 27)
Using a PC at home
12.4
10.7
8.8
Watching TV
7.2
10.2
10.6
Listening to radio
6.5
7.0
7.1
Using a mobile phone
4.8
9.8
7.9
Reading magazines
2.2
1.6
1.8 4
Informa, November 2007 Nokia internal data 3 Mobile Marketing Association 2007 Mobile Attitude & Usage Study 4 Forrester North American Technographics Benchmark Survey 2007, base US online consumers 1 2
An essential part of the marketing mix While mobile may be the new kid on the block, it is no longer a media that advertisers can afford to ignore. Its special qualities make mobile inherently better than other media, and an important element in integrated marketing campaigns. Here’s why: Prevalent: 84% of U.S. consumers use a mobile phone5. Personal: Always at hand, the mobile phone offers the ultimate interactive, uncluttered, one-to-one marketing channel. Unique: Mobile extends audience reach of internet sites by an average of 13%6 , enabling advertisers to reach consumers who are not accessing the same content through traditional online media. Cost-effective: With response rates outperforming all other forms of traditional and digital media, mobile is proving to be a high ROI channel.
“The single most important medium that people have is
Proven: Hundreds of major brands are actively using mobile because of its proven ability to lift brand awareness, generate quality leads, and establish ongoing communications to increase sales and customer loyalty.
their wireless device…it is genuinely the convergence box that everyone has been talking about for so many years…” Andrew Robertson, CEO, Omnicom.
5
CTIA, December 2007 Nielsen TotalWeb Report, May 2008
6
Top brands are getting results with Nokia Mobile is performing better than any other analog or digital media channel. Brands are shifting ad spend to mobile for better return on their advertising investment.
Join hundreds of top brands that advertise on the Nokia Media Network.
Automotive A high-end auto manufacturer found mobile to be more cost-effective than any other media for driving consumers into showrooms. Entertainment After enjoying better than expected results from a trial mobile campaign, a major movie studio made mobile advertising the heart of a multi-film promo. Consumer Goods A recent campaign for a teen shampoo brand resulted in more visits to its mobile community site than its online equivalent. Mobile Content Direct links to their portals and high click-through rates make mobile the first item in the media plan.
“With the help of Nokia, we are able to not only give consumers information about the award-winning LR3 on the most personal device, but also drive dealership visits and sales with a dealer locator,� Finbar McFall, Vice President, Marketing, Land Rover North America
Our Publishers Nokia has been rated the “5th most admired brand in the world.” So we understand the importance of protecting your most valuable asset, your brand.
U.S. publishers include:
The Nokia Media Network is made up of a wide variety of top-quality publishers, mobile operators and Nokia mobile data services, providing a brand-safe environment. Our publishers include some of the world’s best known media companies, such as MotorTrend, MTV, Discovery, and Fox. And many of our publishers, including Sprint and the Hearst publications, are exclusively available on the Nokia Media Network.
Publishers - Nokia Services Nokia is the global leader in mobile devices with a 40% share of the handset market. The Nokia Media Network provides advertisers with a unique opportunity to gain access to this huge audience by advertising on a variety of Nokia services available directly from these devices. From Nokia.mobi, bookmarked on every Nokia handset, to Medeo — a mobile video service offering fresh and new entertainment and lifestyle content every day, to WidSets — a fun and free mobile service that uses mini-applications called widgets to provide one-click access to news, games, feeds from popular sites and more, and Mosh — a mobile content community that connects content creators with consumers who are looking for free applications, games, videos, widgets and content, Nokia continuously evolves its suite of mobile services to meet the demands of the mobile consumer. The Nokia Media Network is the only place to access this built-in audience and these unique advertising opportunities.
Our Audience The Nokia Media Network provides reach to more than 30% of active US mobile internet users.
Nokia Media Network 7
#
%
14,000,000+
30%
Male
6,600,000
55%
Female
5,400,000
45%
13-17
1,212,000
10%
18-24
2,304,000
19%
25-34
3,648,000
31%
35-44
2,544,000
40%
45-54
1,332,000
11%
55-64
888,000
7%
72,000
10%
Unique Audience Gender
Advertisers on the Nokia Media Network can reach more than 14 million mobile savvy consumers browsing our network properties from virtually any device and service provider.
Age
65+
The Nokia Media Network provides especially high concentrations of the much sought-after 25-34 age group, over-indexing by close to 200%.
Nokia Media Network compared with U.S. population Male Age
% of audience
Female
Index to U.S. population
% of audience
Index to U.S. population
13-17
10%
110
10%
141
18-24
18%
196
21%
168
25-34
26%
283
36%
209
35-44
23%
246
19%
107
45-54
13%
144
8%
48
55-64
8%
89
6%
50
65+
1%
11
0%
1
7
Source: Nokia internal data
Beyond the Click While mobile is quickly becoming a key ingredient in the marketing mix, advertisers can’t rely on banner ads alone to get their message across: what happens beyond the click is equally important.
The most successful mobile campaigns include a compelling call to action and then engage the consumer after the click. Advertisers can lead consumers to their stores, provide branded ringtones and wallpapers, deliver coupons, and show videos of products in action. The possibilities are endless! To simplify the mobile advertising experience for our clients, Nokia offers a complete solution from creative strategy, to campaign design and execution, to reporting. Through our award-winning solutions team and Ad Alliance program, Nokia provides a single source for creating award-winning, high-performance campaigns.
We offer a wide array of post-click mechanics including: • Click-to-Call: Take advantage of the most intuitive cell phone feature and spur sales by providing your customers with one click access to your call center. • Click-to-Download: Keep your customers interacting with your brand long after the campaign is over by providing downloadable branded content such as ringtones, wallpapers, screen savers and games. One Nokia Media Network campaign for a leading beverage brand resulted in 175,000 wallpaper downloads during the first week. • Click-to-Video: Use the power of video to entertain or inform. During an auto maker’s campaign, more people clicked on the video on the mobile site than on the online site.
• Location Finder: Let consumers find you quickly and easily. One auto maker used a dealer locator to sign up test drives at a cost per lead that was 83% less than online. • Quizzes: Interact with consumers, Q&A style. Top entertainment brands like MTV’s The N have delighted consumers with fun personality quizzes. Where Nokia has provided brands with mobile sites including quiz mechanics, about 20% of consumers who click on the mobile site take the quiz. • Click for Coupon: Help clinch the sale by sending a coupon directly to your consumer’s mobile phone. Varying technologies can be employed including alphanumeric coupon codes or scannable bar codes, so advertisers can confirm and track coupon usage at point of sale. Redemption rates for mobile coupons average 5-15% versus less than 1% for printed coupons!
Mobile Advertising Success Stories Nokia has run mobile campaigns for hundreds of brands across a variety of verticals. Following are just a few success stories from our advertisers.
Hyundai Genesis The challenge – Raise awareness Hyundai chose the media event of the year – Football’s Big Game – to build awareness of its new luxury vehicle, the Genesis. The auto manufacturer’s mobile advertising campaign ran on the Nokia Media Network on the Sunday of the Big Game, coinciding with two television ads featuring the Genesis. The Solution – Campaign featuring downloadable content The mobile advertising program featured banner ads that clicked through to the Genesis mobile Web site, where consumers could download wallpaper featuring the new vehicle, as well as ringtones featuring the sound of the engine’s “rev.” Hyundai also ran cross-promotional ads on the Internet that encouraged viewers to text in a shortcode that led them to the Genesis mobile Web site.
The results – CTRs averaging 3.41% The results of the test campaign were very encouraging, achieving a click-through rate of 3.41%. Additionally, 11% of people who clicked through to the Hyundai banner ad submitted their e-mail address to get the free“RevTone.” Hyundai was able to capitalize not only on the days leading up to the Big Game and the Sunday itself, but thanks to downloadable brand-sponsored content like wallpaper, they will continue to make an impact after the event.
“We chose to continue our mobile advertising and marketing efforts with Nokia because they’ve proven themselves with our campaigns in the past. Nokia provides prime ad placements and quick delivery of a high quality campaign, and we knew we could expect outstanding results.” Eric d’Ablaing, Hyundai
MTV’s The N A programming arm of MTV Networks, The N presents the authentic teen experience with all its emotional intensity, energy and humor on TV and online. The N’s TV schedule features 24 hours a day of award-winning series, original TV shows, and well-loved TV favorites including Degrassi: The Next Generation, Instant Star, The Best Years, About A Girl, Saved by the Bell, That 70’s Show and The Fresh Prince of Bel-Air. The challenge – Drive awareness and viewership of The Best Years When The N launched a new series, The Best Years, executives wanted to encourage teens to watch. The Best Years is the network’s first college-based, one-hour drama featuring Samantha Best (Charity Shea, “Alpha Dog”) as she starts her freshman year at prestigious Charles University in Massachusetts. To connect with the network’s teen audience, executives turned to mobile, working with Nokia to help raise awareness of the television program and drive viewership.
The solution – Mobile advertising campaign and engaging mobile Web site The Nokia mobile marketing team worked closely with representatives from The N to ensure the creation of a compelling, built-for-mobile experience while maintaining the show’s brand ‘voice.’ To drive traffic to the mobile Web site, Nokia created mobile banner ads that ran on the Nokia Media Network. The Best Years mobile Web site contained a variety of interactive mechanics, including show alerts and a station finder. One of the most popular features of the site was the “Are You a Mean Girl?” personality quiz. Visitors could read biographies of the main characters and take a quiz to see which character they most resembled. Visitors were also able to forward the quiz to a friend, enabling viral spread.
The Results – More than 3 in 4 visitors to the site used the station finder; approximately 50% signed up for text alerts 78% of site visitors used the station finder to see when and on what channel the show airs. Approximately 50% of the site’s visitors signed up to receive weekly text alerts for the show, enabling The N to establish an ongoing dialogue with fans and also drive tune-in.
“Teens communicate with each other and live their lives on a multiplatform level, making mobile the perfect advertising medium for us. With Nokia, we are able to offer our teen viewers a multi-faceted mobile Web experience, exposing our audience to everything The N has to offer on the heels of our premiere series, The Best Years.” Jeff Swierk, Vice President of Marketing, The N
Targeting and pricing Nokia Media Network offers a diverse set of tools to reach the advertiser’s desired audience. Targeting options can be employed individually or in combination.
Run-of-Network Run-of-Network is appropriate for advertisers wanting to quickly reach the mass audience of mobile users. Mobile users tend to be younger, more tech-savvy and wealthier than the traditional mass market and are often hard to reach through other media.
Content Channels Channels make it easy for advertisers to reach their desired audience by targeting consumers with common interests. Each channel is carefully programmed with the most relevant mobile sites to ensure the highest performance for our advertisers.
Automotive
Fashion
Men
Science & Technology
Weather
Business
Food
Mobile Lifestyle
Shopping
Women
City Guide
Health & Fitness
News
Sports
Youth
Entertainment
Home
Parenting
Travel
Demographic targeting Campaigns can be targeted to a variety of demographic parameters including: Age, gender, household income, ethnicity and marital/parental status. For example, an auto maker promoting a high-end model can use demographic targeting to reach only those consumers with household incomes of 100K or more.
Geographic targeting Geographic targeting can be performed based on user-reported information such as ZIP code, Designated Market Area (DMA), local publisher content and location-based services. There are many instances when geographic targeting can be very useful. For instance, a retailer promoting a new store opening can use geographic targeting to reach only consumers in the relevant area or a service provider may want to offer different price plans for different areas.
Device targeting Nokia can track device information to provide an additional layer of targeting based on language, device manufacturer and model, device class, and additional parameters. Device targeting not only helps reach the desired audience segments, but also enables optimization of the campaign creative. For example, it can enable an advertising campaign featuring video content to be served only to handsets with video capability.
Customized targeting For advertisers looking for multiple or unique targeting options, Nokia offers customized solutions that employ a variety of the targeting options mentioned above along with additional publisher and network data to enable advertisers to reach their desired audience.
Pricing Nokia supports a variety of pricing methods including cost-per-thousand impressions (CPM), cost-perclick (CPC), and cost-per-action (CPA), depending on specific campaign requirements. Please consult your Nokia account representative for further information.
�Mobile was a perfect fit to target the young people who are loyal to our brand, as well as those who may be new to the brand,� Steffano Gabbana, designer, Dolce and Gabbana talks about the D&G campaign on the Nokia Media Network.
Reporting and optimization
Reporting Advertisers on the Nokia Media Network can access a self-service reporting tool to review the status of all their campaigns at their convenience. Authorized users can also schedule reports to be automatically sent to them at predetermined intervals. Reports include:
• Total impressions served • Creative served • Unique deliveries • Total clicks • Click-through rates • Conversions
In addition, the Nokia Media Network supports the integration of outside reporting including:
• Dynamic Logic and InsightExpress studies • Third-party tracking tags
Campaign Optimization Each campaign is assigned to a Nokia campaign manager who employs a variety of tools to maximize campaign performance. Our seasoned campaign managers optimize advertising throughout the lifespan of the campaign by monitoring campaign performance across site placement, creative, and ad placement.
“Mobile has been beneficial in helping BMW reach consumers at the lower end of the funnel, when they are close to making their vehicle-buying decision. Nokia has helped us reach our target audience, resulting in increased visibility and lead generation for us,” Samuel Martinez Ballesteros, Marketing Communication, Internet and New Media, BMW Ibérica.
Best practices for a successful campaign
With mobile there is virtually no limit to the creative ways you can engage your customers. Following these five important guidelines will help ensure the success of your mobile campaign: Match your mobile strategy to your overall marketing objectives — Whether used as a standalone media or as part of an integrated campaign, your mobile strategy should support your brand objectives. Harness the unique power of mobile — Mobile is the only interactive media that is always on and always at hand, so it can tie together the physical and digital worlds like no other. Keep it simple, fun and useful — Keep in mind that the mobile experience and usage habits are different from the traditional internet. When creating mobile programs, don’t simply repurpose content from traditional or online vehicles. Rather, think about the “snack-size” nature of mobile and create made-for-mobile content. Plan in advance — This is good advice for all types of projects, and especially relevant for mobile. Marketers that integrate mobile into the campaign planning from the outset, instead of an afterthought, get much more out of the channel. Be willing to experiment — Mobile offers so many possibilities today, and even more to come. Continue to evaluate and refine what works. Remember, innovation often comes from creative uses of existing technology.
About Nokia Interactive Advertising Nokia Interactive Advertising provides brands with all they need to connect with and engage mobile consumers. It includes: The Nokia Media Network, which gives reach to millions of mobile consumers through advertising on blue-chip mobile publishers, operator partners and Nokia services. Nokia Interactive Solutions, which create end-to-end, high performance mobile campaigns for brands using banner ads, mobile internet sites, location finders, mobile coupons, click-to-call, and other advanced mobile mechanics.
To see mobile advertising in action, please visit nokia.mobi/advertising on any mobile device. For more information visit www.nokia.com/advertising or contact us at sales.interactive@nokia.com.
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