Case Study 1 The purpose of this case study activity is to enhance your learning

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Case Study 1 The purpose of this case study activity is to enhance your learning in the course by exposing you to a real-world business scenario. You will be asked to use key principles learned in the course as well as critical thinking skills to make specific decisions and to recommend a course of action in each scenario. A case study is a scenario that requires you to use your judgment and your knowledge of key principles and concepts learned in the course to make a management-level decision or recommendation. Please, write your assignment in Microsoft Word. After you have completed your work on the assignment, save the document in the following format: "YOUR NAME -CASE STUDY 1". Submit the assignment document to the correct location in the course. Your instructor will retrieve the file you have submitted, grade your work and save your grade in the course gradebook. Keep in mind that you must submit your work by the deadline specified in the course. The Case for Mobile Advertising In this simulation, you are assigned the role of a senior advertising consultant at Enhanced Analytics, Inc., a provider of marketing and consulting services, with headquarters in Austin, Texas. In this role, you lead a team whose goal is to devise strategy and offer advice to your consulting clients as they seek out advertising solutions. Your new client is a soft drink company whose latest energy drink has been a hit among teenagers in Europe and certain parts of Asia. The drink has been associated with fun and excitement in Asia and it has benefited from a successful campaign focused on celebrity marketing, in Europe. The energy drink company is now seeking to introduce their hit product to the US market. They want to reach the same demographic of 13-18 year olds The marketing department at the soft drink company stubbornly believes that the key to success is mobile advertising. In an extended conterence with your team, the company's in-house marketing director laid out a strategy of introducing the popular drink to the US market by association with cool music and a fun lifestyle. The key to this introduction, the company believes, lies in a successful mobile advertising campaign. The company plans to spend $500,000 in the first year on an aggressive campaign targeting the teen market. Your task, as a consultant, is to deterrmine the two best ways to spend the money and make a recommendation Specifically, you are to research moble advertising options offered by Pandora, Spotify and Youtube. You must arrive at your recommendation by focusing on cost and effectiveness.

Explanation / Answer

Answer:

Mobile advertising on Pandora:

Pandora is an online and free music streaming platform which enables users to create custom radio stations and personalised listing of tracks.User subscribing for paid services can view the cintents ad free. However the customers using free services will watch the ads in between content streaming. This provides a very lare target audience approximately 70% of overall 250+ million customers.

They offer different slabs for advertising rates basis the type of advertising.

Visual ads : 5-7 $ CPM ie cist per mlli ie for every thousand user who views the ad ,the amount will be charged

Video ads :15-25$ CPM

Audio ads: 8-12 CPM

Lower rates are applicable for mobile ads. Amongst hese ad types also thee are different sub types:

-Genre station sponsorship

-Anmated overlay

-autoplay video

-skins and billboards

-Custom stations

-Mix tape

-Welcome interstitial

-pandora one trial sponsorship

-Sponsored listening

-Full fledged campaign

Mobile advertising options on spotify:

Spotify has 90 million+ users and proides free and premium online music streaming services Spotify offers a self serve ad platform for minimum $250 . Users will be able to create their own audio ads,pick up audience and customize campaigns.Listeners on free ad -supported platform listens to audio ads for about 15-30 seconds between song breaks and every 15 minutes.

Display ads are shown in a leaderboard format in the bottom of the scren and are clickable links redirecting the users to the websites.They are charged on CPM basis.

Video ads offering 30 minutes of ad free listening in excgange for a video view and card can e atached at the end of video for forther engagement with the listeners.

Homepage takeovers for video ads on spotify homepage for 24 hours supported by fully clickable branded background area and interactive area.

Video takeovers are not available for mobile devices.

Mobile advertisement options on youtube:

There is a huge user base of 1.5 billion with 5 billion views daily.

Video ads are betwee 0.1$ to 0.3$ per view as per video quality ,target and goal.Youtube provides ad targeting options like :

-Demography

-Interests

-topics

-keywords

There are different types of ad formats :

-display ads

-overlay ads

-skippable video ads

- non skippable video ads

-bumper ads

-sponsored cards

Based on the above analysis it is advised to use youtube advertising services .First the sheer number of subscribers will provide you access to a larget target audience.The cost per view is very low and provides a large number of options to choose from for both in-dsplay ads and in-search ads.

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