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Tarik Fawzi Tarik Fawzi Presentation Transcript

  • Mobile Advertising: Van adverteerder tot consument
    Amsterdam, 1 april, 2010
    Mobile Convention
    Tarik Fawzi
  • ÆNEAS STRATEGY
    Sinds 2004 strategyconsulting & bus dev in de telecom markt
    >
    Verschillende aandachtsgebieden:
    • Strategieontwikkeling
    • Business cases
    • Propositie-ontwikkeling
    • In-/outsourcing
    • Technologie en sales partner selectie
    • Pilots opzetten
    • Commerciële roll out
    • Samenwerking en standaardisatie
    Mobile advertising
    >
    Internationaal
    Projecten in:
    Nederland, Duitsland, UK, Polen, België, USA, Thailand
    >
    Onderzoek
    Nationaal gericht onderzoek in de hele waardeketen
  • Mobile Advertising Onderzoek
    Samenwerking met branche-organisaties
    “The education of brands and advertisers on the opportunities and challenges within the mobile channel and insights into how advertisers view consumer engagement via mobile advertising is a key step towards enhancing brand participation in this rapidly growing industry. The MMA has long supported research into mobile marketing and advertising, and sees the partnership with ÆNEAS STRATEGY as being of great strategic importance for continued industry development.”Paul Berney - Managing Director MMA Europe
    >
    “This research is part of European research on mobile advertising which is being conducted in various countries and tailored to national needs. As IAB we support this initiative which intends to provide advertisers and media agencies with information and possibilities about ways to cost-effectively reach their customers targeted and with minimum waste. The goals of Every Single One Of Us and ÆNEAS STRATEGYmatch those of the IAB Europe Mobile Marketing Working Group, namely to stimulate the market for mobile advertising.”
    Alain Heureux - President & CEO IAB Europe
    >
  • Klanten & partners
  • Onderwerpen vandaag
    >
    • Markt status
    • Consumentenperspectieven
    • Adverteerdersperspectieven
    • Operator perspectieven
    • Mobielekanalen
    • Samenwerking in de waardeketen
  • Digitaal groeit, mobiel nog klein
    market: £17,5 bn
    mobile: £28,6 m
    Source: IAB/PwC/ WARC 2009
  • Mobiel versus internet
    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)
  • Mobiel onderbenut
    **
    *
    * 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
  • Definition
    (Mobile) advertising gaatom het bijelkaarbrengen van consument met adverteerder
    Infrastructure
    suppliers
    Ad
    serving
    Application
    parties
    Consumers
    Advertisers
    Media agencies
    Sales
    houses
    Operators
    >
    Waarom?
    • Persoonlijk
    • Draagbaar
    • Altijd bij je
    • Interactief
    • Viraal
  • Consument is positief over mobiel, maarinitieelskeptisch over mobiel adverteren
    PERSONAL
    DEFAULT ON
    EVERYWHERE
    NOT TRUSTWORTHY
    INTERACTIVE
    VIRAL
  • Consumentzietwaarde in adverteren, maarverbeteringmogelijk op mobiel
    Advertisinghelps me choosewhat to buy
    It is important for me to engagewith the brands I love and consume
    = 52% agrees
    = 54% agrees
    = 53% agrees
    = 50% agrees
    Attitude towardsreceivingbrandsmessageson the mobile phone
    = 39% positive
    = 32% positive
    16 - 44
    = 34%
    = 37%
    = 40%
    = 42%
    = 62%
    = 49%
  • Mobiel adverteren initieel negatief beoordeeld door de consument
    Television
    Radio
    Press
    Cinema
    Outdoor
    Direct mail
    Internet
    Mobile
    = 58%
    = 70%
    = 77%
    = 68%
    = 74%
    = 34%
    = 59%
    = 32%
    = 76%
    = 79%
    = 82%
    = 62%
    = 65%
    = 53%
    = 73%
    = 39%
    Q: What is your attitude towardsreceiving brand messages in the following media (% positive)?
  • Door rekeningtehouden met voorkeuren van consumenten...
    Q: What is your attitude towardsreceiving brand messagesonyour mobile phoneif …?
    • Relevantie en controle van groot belang
  • Wordtacceptatieverhoogd
    • A monthlyamount free to spendfavoriteincentives all groupsexceptyoungsters (same in UK)
    • Youngsterspreferoneoff cash
    • Minutes more popularfor all groupsexcept 16-24 yearolds, whoprefertexts
    • Both German and UK usersfind 5 brand messages a dayacceptable
    Q: If a company would ask your permission in order to receive brand messages on your mobile phone and …. would you grant this company permission?
    • Incentives and control have highestpermissionrates
    • 25-34 groupoutscores 16-24 onicentives and control
    • Target group mobile advertising 16-44
    Q: Which one of these incentives is the most appealing to you?
  • En daarmee kan mobiele acceptatie vergelijkbaar of beter scoren dan andere media
    Television
    Radio
    Press
    Cinema
    Outdoor
    Direct mail
    Internet
    Mobile
    = 58%
    = 70%
    = 77%
    = 68%
    = 74%
    = 34%
    = 59%
    = 70%
    = 76%
    = 79%
    = 82%
    = 62%
    = 65%
    = 53%
    = 73%
    = 71%
    Q: What is your attitude towardsreceiving brand messages in the following media (% positive)?
  • Verwachtingen van adverteerders
     “it’s just another touch point within my marketing mix”
    “…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”
  • Verwachtingen van media-inkopers en -verkopers
     “…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”
  • Verwachtingen van ‘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”
  • Mobile ecosystem
    Iedereen wil een stukje van de mobile advertising taart
    Ad
    serving
    Application
    parties
    Operators
    Infrastructure
    suppliers
    Media agencies
    Sales
    houses
    Purchase
    • Adviser
    • Medium choice
    • Cross media
    Integration
    • Platforms
    • Hosting
    Sales
    • Inventory
    • CPM/CPA
    Gatekeeper
    • Customer
    base
    • Contact
    • Customer
    intelligence
    Innovation
    • Solutions
    • Focus
    • Partner/
    Outsourcing
    Operations
    • Planning
    • Delivery
    • Interfacing
    • Cross mobile
  • Mobile ecosystem
    Maar is iedereen de baas?
    Ad
    serving
    Application
    parties
    Operators
    Infrastructure
    suppliers
    Media agencies
    Sales
    houses
    ‘My channel’
    ‘I build’
    ‘I plan and deliver’
    ‘ I getthingsdone’
    ‘I buy’
    ‘My advertiser’
    ´Ik ben onmisbaar´
  • Mobile ecosystem
    Van klant naar partner
    Supplier
    • One directional
    • Own market vision
    • Conflicting (price-) interests
    • Separate market analysis
    • Selling / ordering
    • Own programs
    • Own targets
    • Management involvement
    • Buy
    Strategic partner
    • Bi-directional
    • Shared market vision
    • Win-win
    • Shared market analysis
    • Joint optimal roll out
    • Joint programs
    • Joint targets
    • Board involvement
    • Revenue sharing
    Van ´ik bezit´ naar ´wij delen´
  • Mobile ecosystem
  • Mobile ecosystem
  • Mobile ecosystem
    Operator en publisher samenwerking
    Concurreer niet, maar laat de taart samen groeien
  • Mobile advertising platforms
    Mobiel kent meerdere uitingsvormen
    Dialing...
    Voicemail
    1233
    Belt….
    Voicemail
    1233
    Calling….
    Tarik Fawzi
    +316 12345678
    You have onevoicemail:
    Receivedfrom Jonathan MacDonald
    Receivedtoday at 17.21 hours
    Adv.: Moving house? Plan ahead – and knowexactlyhowmuchyouwillpay.
    For more information go to www.rbs.co.ukorscheduleanappointmentwithone of ourmortgage experts . Text APPOINTMENT to 1234
    Voice
    Callwaiting time, voicemail
    Spoken messages
    Messaging
    SMS, MMS, Instant Messaging,
    E-mail
    Text, image driven, banners and links
    FromTarik Fawzi
    Receivedtoday at 12.21 hours
    Hi Mark, are you in for a gooddiscussion?
    Speak to yousoon!
    Regards, Tarik
    Adv.: This week Heineken forsale at Marks and Spencer. For ourother offers go to www.marksandspencer.co.uk
    ortext OFFER to 1234
    Applications
    Games, music, TV, video, LBS,
    tools
    Loading pages, exit pages, interstitials, product placements, sponsorship, pre- and post rolls.
    Mobile internet
    On portal, off portal, search engine (sponsored links), idle screen
    Banners and links
  • Samenwerking
    Mobile Advertising gaat over de zwaksteschakel
    Infrastructure
    suppliers
    Ad
    serving
    Application
    parties
    Consumers
    Advertisers
    Media agencies
    Sales
    houses
    Operators
  • Samenwerken
    Mobile Advertising gaatnietomwinnen
  • Samenwerken
    ...maarsamenwerken
    Vertelniet, maarinspireer
  • Samenwerken
    ...voorbeeld
    Persbijeenkomst 15.15 - 15.45 u.
  • ÆNEAS STRATEGY
    Tarik Fawzi
    www.aeneasstrategy.nl
    tarik@aeneasstrategy.nl
    +31 6 53115971