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Mobile & Media Convergence
Mobile marketing forum 2010
30 April 2010



       Carole Lamarque
       Business Unit Manage...
WHO
Media Madam in love with Technology


         Caroberry• Bio Media & Mobile convergence• Runner &
         Music fan•...
WHAT
The end & future of advertising




                                     3
WHAT
Agenda




  1. What’s mobile marketing

  2. Why advertising on mobile

  3. How big is the market

  4. Mobile toda...
Augmented   WHAT
  SMS         reality

 Mobile     QR-codes
bannering

              iPhone
 Mobile      branded
 search ...
SMS
SMS Number 1 communication worldwide




                               Mobile Messaging Futures 2009-2013     6
Mobile
Flair “Love Wheel”                                              bannering
Spin Love Wheel • Share Love on Facebook ...
Mobile
Attracted several advertisers in 2009   bannering




         Advertising
         via Pre-roll




              ...
Mobile search
 Google dominates both PC and
 mobile search market
• Still a niche behaviour

• + $20 bln in revenue by 201...
Mobile video
State of Mobile video

 • Growth of 52% in Q1 2009 <> 2008

 • 13,4 mln US consumers watch + 3,5u mobile vide...
Mobile video
Belgian Mobile Internet will triple in
the next 5 years -> 28% in 2015

 •   Mobile data traffic will double ...
Mobile video




 Morgan Stanley The Mobile     12
Internet Report • 15.12.2009
LBS
Location Based Services
  • One of the biggest differences with PC users
  • We can know where you are  define the co...
iPhone branded apps




                 14
WHAT
  App store versus Mobile Browsing• What’s the
  difference? Application stores versus Mobile Surfing
               ...
WHY
Agenda




  1. What’s mobile marketing

  2. Why advertising on mobile

  3. How big is the market

  4. Mobile today...
WHY
Why should you go mobile?

  ° Mobile ad campaign norms 5x more
  effective than online norms
  ° Effective advertisin...
WHY
Mobile advertising more successful
than internet advertising
                                            •   Response ...
WHY
Extending to new medias allows to adapt
to consumers’ new lifestyle
                           Increasing fragmentatio...
WHY




Source : Comscore – Webdevelopersnotes – Marketingcharts
                                                         ...
WHY




Bron: Comscore – Webdevelopersnotes – Marketingcharts –
                                                          ...
WHY
Number of mobiles for 100 people




                            Bron: Comscore – Webdevelopersnotes – Marketingcharts...
HOW
Agenda




  1. What’s mobile marketing

  2. Why advertising on mobile

  3. How big is the market

  4. Mobile today...
HOW
iPhone fastest growth IN HISTORY




   According to App store metrics dd 29.04.2010 : +191.000 apps on US-store. On
 ...
Apple’s dominance                           HOW
                    Popularity of mobile               is clear
          ...
HOW
Print media hail iPad’s potential



The technology sector is
gaining vs. Telco as the
mobile Internet market
develops...
HOW
Purpose: What will tablets be used for?




                                          12/04/10 • IAB UK •
            ...
HOW
Location: Where will they be used?




                                     12/04/10 • IAB UK •
                      ...
HOW
Marketing: Opportunities for brands?




                                       12/04/10 • IAB UK •
                  ...
TODAY
Agenda




  1. What’s mobile marketing

  2. Why advertising on mobile

  3. How big is the market

  4. Mobile tod...
TODAY
When do Belgians surf?
 • Mobile Internet is used when:
   – 54%: “when they have to                  •   18%: at wo...
TODAY
Mobile adoption and sales forecast
  Belgian figures




                                     Forrester Research
TODAY
Mobile adoption and sales forecast




                                     Forrester Research
TODAY
Mobile adoption and sales forecast
  Mobile internet penetration




                                     Forrester ...
TODAY
TODAY




 Morgan Stanley The Mobile
Internet Report • 15.12.2009
                               36
TODAY
Android grows, iPhone not




                            http://ow.ly/1evEP   37
TODAY
Android passes iPhone Web Traffic in U.S.




                                      27/04/2010: Admob Mobile Metrics...
TODAY
TODAY
TODAY
TODAY
TODAY




30/03/10:How are mobile phones changing social media
                                                       43
TODAY




30/03/10:How are mobile phones changing social media
                                                       44
TODAY




30/03/10:How are mobile phones changing social media
                                                       45
TODAY




30/03/10:How are mobile phones changing social media
                                                       46
WHO
Agenda




  1. What’s mobile marketing

  2. Why advertising on mobile

  3. How big is the market

  4. Mobile today...
WHO
iPhone Age Segmentations & Comparison


                                              iPod touch is
                  ...
WHO
Quarterly US study




                     ° Twitter : Carole Lamarque [@caroberry] 28/02/10   49
                   ...
WHO
Mobile phone users go quicker online than
online users to be part of a community




                                °...
WHO
Men use their mobile phones more than women




                              ° Twitter: Carole Lamarque [@caroberry] ...
WHO
Women are more likely to entertain others/
share with others




                               ° Twitter: Carole Lama...
WHO
Youth uses mobile phones to personally express




                               ° Twitter: Carole Lamarque [@carober...
WHO
Seniors use their mobile phones to educate




                                ° Twitter: Carole Lamarque [@caroberry]...
CONCLUSION
Agenda




  1. What’s mobile marketing

  2. Why advertising on mobile

  3. How big is the market

  4. Mobil...
CONCLUSION


    BBC (Erik Huggers): “Future of Media & Technology”:
2012 Olympics: Broadcasting on 3 platforms: tv – web ...
Questions




       Carole Lamarque


       http://be.linkedin.com/in/carolelamarque
       http://twitter.com/caroberry...
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  1. 1. Mobile & Media Convergence Mobile marketing forum 2010 30 April 2010 Carole Lamarque Business Unit Manager • Mobile http://be.linkedin.com/in/carolelamarque http://twitter.com/caroberry 1
  2. 2. WHO Media Madam in love with Technology Caroberry• Bio Media & Mobile convergence• Runner & Music fan• Member of the General Assembly of AB Concerts• Mobile Business Unit Manager Sanoma Magazine• Founder m.Humo.be "Carole Lamarque is Solvay HEC Master Marketer with over 15 years experience in Consumer Marketing, having started at Belgian Shell in 1994 in BtoB Sales & Marketing, and moving to Belgacom in 1999. As Belgacom‟s Senior Marketing Strategy Manager, Carole was responsible strategic implementation Customer Centric focused programs, after launching several innovation as Phonemail, free Internet called Belgacom.net, creating the Winback activities and joining the Fixed/Mobile convergence. In 2007 she went for Mobile & Media convergence by taking a new challenge at Sanoma Magazines Belgium as Business Unit Manager Mobile, and founded the Proximus partnership and HUMO on mobile internet. ° The Vlerick Business School, Master in Innovation & Entrepreneurship broadened her marketing know how, with the ability for innovation & change management within large organizations." 2
  3. 3. WHAT The end & future of advertising 3
  4. 4. WHAT Agenda 1. What’s mobile marketing 2. Why advertising on mobile 3. How big is the market 4. Mobile today 5. Who: Segmentation 6. Conclusion 4
  5. 5. Augmented WHAT SMS reality Mobile QR-codes bannering iPhone Mobile branded search apps Mobile Mobile video games Couponing Location Based Services 5
  6. 6. SMS SMS Number 1 communication worldwide Mobile Messaging Futures 2009-2013 6
  7. 7. Mobile Flair “Love Wheel” bannering Spin Love Wheel • Share Love on Facebook • Or just Play again Concept ° The real Love Wheel was published in print as well ° Spin the Wheel ° Get Romantic or Spicy suggestions for your loved1 ° Post them on Facebook or Twitter Concept Business Models ° Advertising sponsored ° Pricing Customer : Free ° Launched 15.02.2010 Business Model 7
  8. 8. Mobile Attracted several advertisers in 2009 bannering Advertising via Pre-roll 8
  9. 9. Mobile search Google dominates both PC and mobile search market • Still a niche behaviour • + $20 bln in revenue by 2015 • Use Add advertisements or POI attributes to underlying map data (TomTom, TeleAtlas, …) Forrester study (19/10/20009): Gen Y points mobile future for local search 9
  10. 10. Mobile video State of Mobile video • Growth of 52% in Q1 2009 <> 2008 • 13,4 mln US consumers watch + 3,5u mobile video/month • Same experience on mobile „as‟ online • Mobile video ad inventory offers innovative options beyond just the banner • Mobile video ads “beat” online video ads in every measure: • 8x higher increase in purchase intent • Audience is smaller than online, but engagement and efficiency is the best of any digital media • Highest recall rate (55%) 23/03/2010: Nielsen A2/M2 Three Screen Report 10
  11. 11. Mobile video Belgian Mobile Internet will triple in the next 5 years -> 28% in 2015 • Mobile data traffic will double every year through 2014 • Increasing 39 times between 2009 and 2014 • 66% of the world's mobile data traffic will be video by 2014 • Overall mobile data traffic is expected to grow to 3.6 Exabytes (3,6 bln GB) per month by 2014 [Cisco] – Global mobile data traffic forecast 2009-2014 11
  12. 12. Mobile video Morgan Stanley The Mobile 12 Internet Report • 15.12.2009
  13. 13. LBS Location Based Services • One of the biggest differences with PC users • We can know where you are  define the context  show relevant information The © The Reference Reference
  14. 14. iPhone branded apps 14
  15. 15. WHAT App store versus Mobile Browsing• What’s the difference? Application stores versus Mobile Surfing Consumers Discovery Delivery Usage • Mobile Web browser built in • Mobile Web browser built in to the handsets to the handsets • Operator mobile portal or direct address entry e.g. http://m.flair.be Browsing • Mobile search e.g. http://m.google.com 1 Consumers Discovery Delivery Usage • Mobile application • Download store on the handset over the air [3G, Wifi] e.g. iTunes app store • Download to PC, • Operator portal then onto the phone via a App Store cable • Browse PC Web site 2 Source : based on Forrester Research April 15 2009 summaries for Sanoma Magazines Belgium 15
  16. 16. WHY Agenda 1. What’s mobile marketing 2. Why advertising on mobile 3. How big is the market 4. Mobile today 5. Who: Segmentation 6. Conclusion 16
  17. 17. WHY Why should you go mobile? ° Mobile ad campaign norms 5x more effective than online norms ° Effective advertising medium ° Mobile Internet campaigns resulted in 9% points for aided & unaided awareness & 24% points for ad awareness ° Mobile <> Online • Product Purchase 3x higher • Entertainment purchase intent 4 • Travel purchase intent effect 5 • Technology purchase intent 7 • Advantage over online when it comes to the engagement people have with the device/environment ads are being served in 05/02/10 : Mobile ad campaigns 5 times more effective 17 than online by InsightExpress http://ow.ly/14fA0
  18. 18. WHY Mobile advertising more successful than internet advertising • Response Mobile: 3 - 7% 96% of SMS are read within 20 minutes • Conversion Mobile: 10 - 20% Source: AIMIA 6th conference on the Future of Digital Advertising Click through rates Mobile Advertising 2009 Average click through rates for Mobile advertisements on m.humo.be in 2009 are 6 times higher than for online advertisements Medium rectangle Banner Source: Sanoma Mobile Belgium data 2009 18
  19. 19. WHY Extending to new medias allows to adapt to consumers’ new lifestyle Increasing fragmentation of places and times for information reading Mobility Office Office Mobility Evening WE 7-9 am 9am -1pm 1-2 pm 2-7pm 7-8 pm 8-9 pm 9-10 pm TV Print Radio Internet Mobile • Different media are used at different time slots for different purposes • Sanoma has access to 3 channels: Print, Internet & Mobile • The combination of these 3 channels provide full coverage of the information reading time slots Sanoma Mobile Belgium 2009 19
  20. 20. WHY Source : Comscore – Webdevelopersnotes – Marketingcharts 20 – AdMob Metrics – Tomi Ahonen • March 2010
  21. 21. WHY Bron: Comscore – Webdevelopersnotes – Marketingcharts – 21 AdMob Metrics – Tomi Ahonen
  22. 22. WHY Number of mobiles for 100 people Bron: Comscore – Webdevelopersnotes – Marketingcharts – 22 AdMob Metrics – Tomi Ahonen
  23. 23. HOW Agenda 1. What’s mobile marketing 2. Why advertising on mobile 3. How big is the market 4. Mobile today 5. Who: Segmentation 6. Conclusion 23
  24. 24. HOW iPhone fastest growth IN HISTORY According to App store metrics dd 29.04.2010 : +191.000 apps on US-store. On 15.01.2010 « only» 133.979. 24
  25. 25. Apple’s dominance HOW Popularity of mobile is clear browsers per country What about the US market shares? Android has a ground in UK & US ° Twitter : Carole Lamarque [@caroberry] 04/03/10 06:44 25 [Market Share] • Mobile Browser market share map http://bit.ly/cGACyr
  26. 26. HOW Print media hail iPad’s potential The technology sector is gaining vs. Telco as the mobile Internet market develops & a large portion of incremental profits go to companies that drive innovation & gain scale Morgan Stanley The Mobile Internet Report • 15.12.2009 26
  27. 27. HOW Purpose: What will tablets be used for? 12/04/10 • IAB UK • http://www.iabuk.net 27
  28. 28. HOW Location: Where will they be used? 12/04/10 • IAB UK • http://www.iabuk.net 28
  29. 29. HOW Marketing: Opportunities for brands? 12/04/10 • IAB UK • http://www.iabuk.net 29
  30. 30. TODAY Agenda 1. What’s mobile marketing 2. Why advertising on mobile 3. How big is the market 4. Mobile today 5. Who: Segmentation 6. Conclusion 30
  31. 31. TODAY When do Belgians surf? • Mobile Internet is used when: – 54%: “when they have to • 18%: at work wait” – 33%: at home, in their free • 13%: in the car time • 10% always and everywhere – 31%: during public transport DESKTOP WEBSITE MOBILE WEBSITE The Reference Bed surfing Wake up / Lunch surfing TV surfing Bed surfing Traffic jam surfing Bus/Tram/Train
  32. 32. TODAY Mobile adoption and sales forecast Belgian figures Forrester Research
  33. 33. TODAY Mobile adoption and sales forecast Forrester Research
  34. 34. TODAY Mobile adoption and sales forecast Mobile internet penetration Forrester Research
  35. 35. TODAY
  36. 36. TODAY Morgan Stanley The Mobile Internet Report • 15.12.2009 36
  37. 37. TODAY Android grows, iPhone not http://ow.ly/1evEP 37
  38. 38. TODAY Android passes iPhone Web Traffic in U.S. 27/04/2010: Admob Mobile Metrics 38
  39. 39. TODAY
  40. 40. TODAY
  41. 41. TODAY
  42. 42. TODAY
  43. 43. TODAY 30/03/10:How are mobile phones changing social media 43
  44. 44. TODAY 30/03/10:How are mobile phones changing social media 44
  45. 45. TODAY 30/03/10:How are mobile phones changing social media 45
  46. 46. TODAY 30/03/10:How are mobile phones changing social media 46
  47. 47. WHO Agenda 1. What’s mobile marketing 2. Why advertising on mobile 3. How big is the market 4. Mobile today 5. Who: Segmentation 6. Conclusion 47
  48. 48. WHO iPhone Age Segmentations & Comparison iPod touch is particularly popular among younger users 2/3 iPod touch owners are now under 17 24/03/10: iPhone Age Segmentations & Comparison: Say hello to the i[Phone] generation 48
  49. 49. WHO Quarterly US study ° Twitter : Carole Lamarque [@caroberry] 28/02/10 49 http://ow.ly/1c7wf
  50. 50. WHO Mobile phone users go quicker online than online users to be part of a community ° Twitter: Carole Lamarque [@caroberry] 28/02/10 50 http://ow.ly/1c7wf
  51. 51. WHO Men use their mobile phones more than women ° Twitter: Carole Lamarque [@caroberry] 28/02/10 51 http://ow.ly/1c7wf
  52. 52. WHO Women are more likely to entertain others/ share with others ° Twitter: Carole Lamarque [@caroberry] 28/02/10 52 http://ow.ly/1c7wf
  53. 53. WHO Youth uses mobile phones to personally express ° Twitter: Carole Lamarque [@caroberry] 28/02/10 53 http://ow.ly/1c7wf
  54. 54. WHO Seniors use their mobile phones to educate ° Twitter: Carole Lamarque [@caroberry] 28/02/10 54 http://ow.ly/1c7wf
  55. 55. CONCLUSION Agenda 1. What’s mobile marketing 2. Why advertising on mobile 3. How big is the market 4. Mobile today 5. Who: Segmentation 6. Conclusion 55
  56. 56. CONCLUSION BBC (Erik Huggers): “Future of Media & Technology”: 2012 Olympics: Broadcasting on 3 platforms: tv – web – online Blackberry (Mike Lazaridis): Respect of operators networks against “capacity crunch” Google (Eric Schmidt): “Mobile in the heart of the internet” 56
  57. 57. Questions Carole Lamarque http://be.linkedin.com/in/carolelamarque http://twitter.com/caroberry 58
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