Mobile will grow faster than online
As the first Swiss mobile marketing company, Adello offers the largest portfolio of apps and mobile sites for reaching smartphone and tablet users with advertising.
Sandor Laczko: Mobile works differently than online. If you want to book advertising on smartphones and tablets in Switzerland, you won't be completely happy with the big marketers. Established marketers such as Goldbach have large teams, but none for mobile operators. Mobile budgets are still much smaller today. So you have to work much harder to generate the same turnover. This means that in a company that markets both PC online and mobile, there is a great risk that mobile will be neglected. That's why we said: We'll jump into this niche and focus 100 percent on mobile with Adello. This is the only way to guarantee our customers that we are really doing everything we can to ensure the best mobile offering.
How big is this market niche?
If you look at media usage, you realize that smartphones and tablets have become part of everyday life. Mobile use is not a vision of the future, but already a reality. Over 2 million iPhones in Switzerland speak for themselves. PWC estimates the market potential for mobile advertising in 2012 at around CHF 25 million. Mobile is expected to grow by around 35% annually until 2015, while the same study expects growth of 5.7% in the online PC sector. Since 2010, more smartphones and tablets have been sold than PCs and notebooks. In the medium term, advertising expenditure will go to where the usage is, namely mobile advertising.
Others will also want to jump on the bandwagon.
We are the first. As pioneers, we have also built up a lot more know-how, tried out technologies and tested their successful application many times over. Today, we work with tools that have not been offered by anyone else on the Swiss market to date. In addition, we have already deliberately ramped up our team. Our employees are well networked in terms of sales and have been able to build up the necessary experience in operations. When market demand increases, others will have to rush to train inexperienced people. We are prepared for high growth because, as the market leader, we already have the resources for it.
Who is already an Adello customer?
We receive new inquiries every day from all sectors and with completely different objectives. A few examples are M-Way, a Migros subsidiary that specializes in electromobility. In the education sector, for example, the University of Applied Sciences Northwestern Switzerland, where information on courses was successfully communicated on tablets. We did this with the SonntagsZeitung newspaper. We spread other campaigns throughout the entire Swiss publishing landscape. Last year, we realized a performance campaign for Helsana that ran across several platforms. In such a case, someone in the operations team optimized the placements daily based on their success. With response rates around 5-10× higher, performance marketing on mobile is particularly exciting for smaller budgets on the one hand, while on the other hand it usually reaches a different target group than online campaigns. Mobile advertising ideally complements existing marketing activities.
What are the advertising formats on offer?
In addition to standard formats such as banners and full screens, we also offer innovative formats, some of which are exclusive to us. As a marketer who is committed to "having the best offer", we also need the best technology. We can already layer video over content today. The app is still visible in the background. Our advertising can react to how I hold my cell phone or - thanks to geo-targeting - where I am. Such possibilities are new in Switzerland. There are now almost no limits to creativity. We have noticed that there is currently strong demand for moving images (TV videos) among all the formats on offer. We are naturally happy to be able to master this and future formats.
Does Adello develop such techniques itself?
We have decided that we need to work with international partners in order to be market leaders. We are therefore delighted to have an exclusive technology partnership for Switzerland. Interview: Andreas Panzeri
