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Presentation Mob Ad Uk 15 06 2009 Def2

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Presentation at Mob Ad UK, June 15th 2009, of preliminary results of Mobile Advertising Research UK.

Presentation at Mob Ad UK, June 15th 2009, of preliminary results of Mobile Advertising Research UK.

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  • 1. RESEARCH
    FACTS AND VISIONS ON AND BY THE MARKET
    Tarik Fawzi
    Peggy Salz
    London - June 15th 2009
  • 2. WHY THIS PROJECT?
    All encompassingend-to-end research
    Advertiserperspective
    Mobile ecosystemperspective
    Consumerinsights
    Focus onlocalmarket
    Mobile in the media mix
    Realistic/constructive outlook
  • 3. HOW WAS IT DONE?
    Deskresearch
    Analysis of existing data, research, cases and other relevant information
    IAB Ad spendstudy,
    Comscore, Informa,
    Nielsen
    Consumerinsights
    Online research amongst
    1000 + consumers,their
    attitudes and opinionson
    mobile advertising and
    media
    UK (region, gender),
    youngsters, frequent
    mobile internet users
    Expert interviews
    Individual interviews on the topic withmarket experts
    Operators, advertisers,
    media buyers, saleshouses,
    infrastructuresuppliers,
    applicationparties
  • 4. WITH WHOM?
    Endorsements
    Executive partners
    Launch partners
    Research
    partners
  • 5. RESEARCH
    RESULTS 2009
  • 6. MOBILE IS IN IT’S INFANCY
    market: £17,5 bn
    mobile: £28,6 m
    Source: IAB/PwC/ WARC 2009
  • 7. MOBILE IS INTERNET 10 YEARS AGO
    YoYgrowth mobile 2008 99,2%Opera and eMarketerforecastsimilargrowthfor 2009(whiletotalmarket is expected to decreasewith 10%)
    Informaforecast of 2.2%marketshare in 2013 is comparable to Internet’s
    2.9% in 2003
    2,9%
    Source: ÆNEAS STRATEGY 2009 (basedon IAB/PwC/WARC 2009, Opera 2008, Informa2008, eMarketer 2008)
  • 8. TIME AND MONEY DON’T ADD UP
    **
    *
    * 1) Time spendonpress is sum of 22 minutesfornewspapers and 15 minutesfor
    magazines/tabloids
    2) Ad spend is sum of pressclassified and press display
    ** Ad spend is indicativebasedon 0,04% of total ad spend 2008 USA (Nielsen)
    Source: IAB/PwC/WARC 2009, ÆNEAS STRATEGY 2009
  • 9. VALUE CHAIN
    Infrastructure
    suppliers
    Ad
    serving
    Application
    parties
    Consumers
    Advertisers
    Media buyers
    Sales
    houses
    Operators
  • 10. MOBILE THROUGH CONSUMER EYES
    EVERYWHERE
    DEFAULT ON
    PERSONAL
    NOT TRUSTWORTHY
    VIRAL
    INTERACTIVE
    Source: ÆNEAS STRATEGY 2009
  • 11. MOBILE IS NOT TRUSTWORTHY
    =32%
    positive attitude towardsadvertisingon the mobile phone
    16 - 44
    34%
    40%
    37%
    Source: ÆNEAS STRATEGY 2009
  • 12. MOBILE IN THE MIX
    Television
    Radio
    Press
    Cinema
    70%
    77%
    58%
    68%
    Outdoor
    Direct mail
    Internet
    Mobile
    59%
    34%
    32%
    74%
    Source: ÆNEAS STRATEGY 2009
  • 13. CONSUMERS HAVE THEIR TERMS
    • Privacy is NOT the most important attitude driver
    • 14. Men are most conservative and show the least attitude change
    • 15. 84% of youngsters has a positive attitude towards mobile advertisingifincentivized
    Source: ÆNEAS STRATEGY 2009
  • 16. Relevance > Privacy
    Income is toopersonal
    Location: killer app?
    Source: ÆNEAS STRATEGY 2009
  • 17. IT IS ALL ABOUT THE MONEY
    64% of UK consumerswouldgrantpermission to receive mobile advertising
    ifthey are incentivized
    70% of UK consumerswouldgrantpermission to receive mobile advertising
    ifthey are incentivizedAND are in control
    Messages a day
    5
    25%
    Source: ÆNEAS STRATEGY 2009
  • 18. MOBILE IN THE MIX REVISITED
    Television
    Radio
    Press
    Cinema
    70%
    77%
    58%
    68%
    Outdoor
    Mobile
    Direct mail
    Internet
    57%wouldprefer mobile over Internet
    58%wouldprefer mobile over television
    59%
    34%
    32%
    64%
    70%
    74%
    Source: ÆNEAS STRATEGY 2009
  • 19. AWARENESS IS BELOW 50%
    • Youngsters have
    higherawareness of richeradvertisingchannels (MMS,
    games & apps)
    • SMS advertising
    is best known
    • Women are
    awareness
    laggards
    • Voice is low,
    but51% would
    listen to voice
    ad ifincentivized
    Source: ÆNEAS STRATEGY 2009
  • 20. MOBILE ECOSYSTEM
    Ad
    serving
    Application
    parties
    Operators
    Infrastructure
    suppliers
    Media agencies
    Sales
    houses
    Purchase
    Integration
    Sales
    Gatekeeper
    • Customer
    base
    intelligence
    Innovation
    Outsourcing
    Operations
  • ADVERTISERS
     “it’s just another touch point within my marketing mix”
    OPPORTUNITIES
    “…a bigger growth rate than mobile advertising, like location-based marketing, you will have mobile couponing, mobile ticketing, mobile payment, all these things will probably grow so much faster”
    OBSTACLES
    “…companies cannot affordto actually develop a full-blown program on the mobile”
    “…brands do not understand is that we can actually do much more.
    We haven’t cracked it”
    “…measurement was aligned with what we know from the Web or TV”
    ROAD AHEAD
    “…it would totally be unrealistic to say that in 2009 or 2010 we make it into the single digit share. But it’s growing, clearly growing”
  • 31. MEDIA BUYERS & SELLERS
     “…Mobile adds the what and the where and that's what triggers a fundamental shift for advertisers.”
    OPPORTUNITIES
    “…Exposure to multi-channel advertising gives you exponential impact in terms of response rate and brand awareness”
    OBSTACLES
    “…I can't see a campaign that isn't opt-in. I'm surprised that any can exist”
    “…We need to realize that there's much more we can do on mobile than banner advertising”
    ROAD AHEAD
    “…But where it’s going to win is the integration. Cross-media. No company or individual with a channel approach; you need people that are total specialists”
  • 32. APPLICATION DEVELOPERS
     “…advertising has to be relevant because is mobile is also a personal medium.”
    OPPORTUNITIES
    “…big opportunity in every country to make mobile advertising really work is to have media sales bureaus or agencies who sit in between the owners of the inventory and the advertisers ”
    OBSTACLES
    “…Operators themselves are not organized to open up the inventory to advertisers, and the market is divided between multiple operators that don't really work together”
    ROAD AHEAD
    “…Core to mobile advertising is mobile messaging”
    “…Opportunity for advertisers to interact via messaging linked to a certain location or time, and that will develop”
  • 33. INFRASTRUCTURE SUPPLIERS
     “the mobile directing advertising to the most relevant screen ...for mobile to truly take off it needs to be integrated...requested from the mobile screen and delivered elsewhere”
    OPPORTUNITIES
    “…you’re going to start seeing those players just sort of die away, when mobile advertising is serious business, then you're talking about millions of adverts and not just a few hundred thousand. ”
    OBSTACLES
    “…interesting for a carrier when the revenue they can envisage starts off at 2 percent over their overall revenue That's the revenue that will make them sit up and listen and we're not there yet”
    ROAD AHEAD
    “for the next 2-4 years, text multimedia messaging, voicemail notifications, and even voice are opportunities for advertising that we should start with first. If we start there it will benefit the whole value chain, and specifically the carriers”
  • 34. OPERATORS
     "Mobile is not a mainstream channel for advertising – yet”
    OPPORTUNITIES
    “…opportunities such as advertising actually embedded within a widget”
    OBSTACLES
    “…more mainstream brands are entering the space. But we need more…”
    ROAD AHEAD
    “…If brands want to reach a customer base, we can offer banners and messaging”
  • 35. INFLUENCERS
     “Mobile is at its most effective when integrated with other traditional means of communication.”
    OPPORTUNITIES
    “…Text-based advertising is still vastly under-rated,… and it keeps growing”
    “…Every operator and major player in the industry is scrambling to have some kind of app store availability”
    OBSTACLES
    “…It’s the role of the industry to reach out and educate the marketers, not the other way around and we’re failing to do it”
    ROAD AHEAD
    “…The ambition for mobile ought up to be that it has its place at the table alongside all the other channels”
    “…There’s kind of an unhealthy expectation of mobile”
  • 36. WEAKEST LINK
    Infrastructure
    suppliers
    Ad
    serving
    Application
    parties
    Consumers
    Advertisers
    Media buyers
    Sales
    houses
    Operators
  • 37. IT IS NOT ABOUT WINNING
  • 38. BUT ABOUT BUILDING TOGETHER
    Don’tEvangelise, butInspire
  • 39. NEXT STEPS
    Final report July 2009
    Workshops as of July
    USA, The Netherlands (2nd) and GermanyFall 2009
    UK (2nd) 2010
    International comparison and best practises
  • 40. www.mobileadvertisingresearch.com
    MSEARCHGROOVE
    Peggy Ann Salz
    +49 1722451028
    peggy@msearchgroove.com
    ÆNEAS STRATEGY
    Tarik Fawzi
    +31 6 531 15 971
    tarik@aeneasstrategy.nl
    Atva van Zanten
    +31 6 414 39 757
    atva@aeneasstrategy.nl

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