《Mobile Apps Advertising and Marketing》.pdf

Mobile Apps: Advertising and Marketing Ananth Devarajan, Mindshare China Brock Butler, Proscape Technologies He Zhang, Domob Moderator : Bill Conn, Editor-in-Chief, MobileTechCreate The Facts | Mobile Apps are Growing in Importance for Sales and Marketing • MOBILE IS GROWING FAST • 25% of global web usage via mobile sources vs. 14% in 2013. • MOBILE IS EVERYWHERE • 1.24B mobile subscribers in China: 91% of the population. • MOBILE IS DRIVING REVENUE • $38B in global revenue for mobile apps and mobile advertising – 68% of revenue comes from apps The Question | How Do Companies Benefit From These Mobile Trends? Many challenges: • New Technologies • Attribution • Targeting • Small Screen Size • Creative Production • Measurement and Analytics Mobile App Success | SAP and STM • STM’s Goal: increase ridership by 40% by 2020 and attract a younger demographic to public transit. • Launched “STM Merci” – an app designed to create rider loyalty. • Merci provided riders with instant gratification: • Updates on schedules: delays, optimal arrival times to get a seat. • Geo-targeted offers from 350 local merchants and events. • Measures of success: • 4,800 downloads, #1 Lifestyle app in the AppStore in Canada in the first 48 hours. • 20,000 app users in the first six months. • 43% of app users taking public transit for new reasons other than commuting. The Panel | Providing Insights on Succeeding with Mobile Apps • Ananth Devarajan • Director of Digital Innovations, Mindshare China • Brock Butler • Head of Marketing and Co