Future Insight: Mobile Marketing in Japan

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Presentation I gave at Forum IAB 2009 in Warsaw, Poland. Contains 5 case studies of my favorite Japanese mobile campaigns from 2008/2009.

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Future Insight: Mobile Marketing in Japan

  1. Future Insight: Mobile Marketing in Japan Forum IAB, Warsaw November 4, 2009 Christopher Billich
  2. What I will talk about in the next 30 minutes
  3. Why Mobile is huge in Japan Mobile as an Advertising Medium A few Campaign Examples Some Challenges
  4. I work for a company called
  5. based
  6. somewhere around here nasa.gov
  7. The Shameless Advertising Part which works for companies like
  8. The Shameless Advertising Part
  9. The Shameless Advertising Part Who all want to know One Thing:
  10. The Shameless Advertising Part “How can we apply what already works in Japan in our mobile market?”
  11. “Wheel” [(h)w ēl] circular object rotating on an axle need not reinvent
  12. Why look for answers in Japan?
  13. “It’s when a technology becomes normal, then ubiquitous, and finally so pervasive it’s invisible, that the really profound changes happen [...].”
  14. 109 million mobile subscribers
  15. 9 in 10 use the Mobile Web
  16. Almost 5 of them on 3G 4 in all of them on 3G
  17. Why that is istockphoto.com
  18. Operators: benevolent dictators
  19. High-Spec Handsets
  20. No device fragmentation
  21. Unwalled Gardens
  22. Revenue share favoring content providers istockphoto.com
  23. Content Provider Revenue Share 30-50% Carrier X 70% Android 70% iPhone 70% Nokia 90%
  24. 0 ,- - ¥ Messaging is (almost) free istockphoto.com
  25. ...yet extremely rich: 10,000 characters Mobile PC Multiple Links Emoticons Attachments
  26. 40% of mobile data users on data flat rate plans istockphoto.com
  27. The Low Entry Barrier Gym Membership Pricing Model
  28. Some of the things people do with their phones in Japan
  29. Payment Shopping Camera Coupon Books Navi Manga SNS Search Games VoD Music TV Radio
  30. of course, if you really want to
  31. You can still make phone calls.
  32. ...but most people have better things to do. Mobile Web Usage Frequency, 16-24 year-old users “At least daily”: 90% “More than an hour daily”: 61% 24% 22% 15% 16% 13% 4% 3% >3 hrs 2-3 hrs 1-2 hrs 30 min-1 hr Daily, <30 min Less than daily I don’t Source: Infinita, April 2008
  33. Japanese Advertising Market Expenditures by media type and year-on-year growth +12% PoS YP 1% Other 5% Online (PC) 10% 2% +60% 3% Free Papers 6% Mobile Direct Mail 7% Newspapers -13% 14% Ad Inserts 4% Transport 6% Magazines 7% Radio -11% 3% TV 32% -7% Advertising Spendings 2008,YoY Change -4% Sources: Dentsu, February 2009
  34. Mobile Advertising Media and production expenditures 2003-2011 1,284 in $ million 1,108 913 928 621 390 288 180 100 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: Dentsu, 2003-2009
  35. 2003 1:20 Advertising Content
  36. 2008 1:5 Advertising Content
  37. 5 Outstanding Campaigns
  38. Campaign Examples AXE “Wake-up Service, Inc.” Media: Mobile, Online, TV Agency: Bascule Inc. Client: Unilever/AXE Deodorant Date: February to March 2008 Sign up for campaign on AXE mobile site or PC site Set up personalized wake-up call times to mobile via PC website Immediately get confirmation call to mobile, synched with video of girl on PC screen Collect 1 of 14 wake-up girl Flash wallpapers for your mobile as reward per each call - unlock “secret character” at the end Get free branded mobile application (alarm clock + “Tamagotchi Girl”) 200,000 UU and 1 million PV (first 2 weeks) Source: Bascule Inc.
  39. Campaign Examples Hange.jp “Half of Life is a Game” Media: Mobile, Online, OOH, TV Agency: GT Inc. Client: NHN Date: Summer 2008 (3 months) Phase 1: “Hangao” face morphing game (mobile email-based) Phase 2: TV and creative OOH campaign promoting the mobile site “Instant lottery” via NFC chip embedded in OOH figures 150,000 Hangao participants, 10% of which converted to Hange.jp users At peak, 9-fold increase in daily new subscriptions for Hange.jp After campaign, number of monthly new subscribers doubled Source: GT Inc.
  40. Campaign Examples Sony Music “JUJU Pair Movie” Media: Mobile Agency: Mobile Art Lab Client: Sony Music Date: December 2008 to February 2009 5 “pair movie” episodes featuring the song downloadable for free from Sony Music mobile site Built-in viral element: social viewing experience Featured on front page of several newspapers 400,000 movie views in first month Song downloaded 200,000 times in first week 2 million (paid!) song downloads and 150,000 CD singles sold Source: Mobile Art Lab
  41. Source: Mobile Art Lab
  42. Campaign Examples Honda “K-tra” Media: Mobile, Online Client: Honda Date: Since November 2008, ongoing Virtual Mobile Hitchhiking Game, tied to real- world movements, with social component “Experience mobility through other people’s movements, and have fun in the process” More than 20,000 users and more than 2 million page views in first 2 months Almost 1.8 million km “traveled” to date Source: Mobile Art Lab
  43. Campaign Examples Honda “K-tra” Source: Mobile Art Lab
  44. Campaign Examples AXE “Chocoman Hunter” Media: Mobile, Online, TV, OOH Agency: Bascule Inc. Client: Unilever/AXE Deodorant Date: September to November 2008 “Chocoman Hunter” campaign for “Dark Temptation” fragrance Collect Chocoman QR Codes to gather points (OOH and from friends’ mobiles’ screens) Prize: 1% of AXE sales during campaign period (amount could be checked online) Recruited friends automatically become competitors Source: Bascule, Inc.
  45. Source: Bascule, Inc.
  46. Mobile Advertising = Online Advertising, but on a smaller screen?
  47. Well...
  48. Mobile Search Enabled: 100% Usage: 44% Source: impress R&D, September 2008 Base: All Respondents, N= 3,178 (2008)
  49. GPS Enabled: 55% Usage: 23% Source: impress R&D, September 2008 Base: All Respondents, N= 3,178 (2008)
  50. Mobile NFC Enabled: 73% Usage: 18% Source: impress R&D, September 2008 Base: All Respondents, N= 3,178 (2008)
  51. Payment (Prepaid & Credit)
  52. Coupons/CRM
  53. Flight Check-in
  54. : “Lifestyle Infrastructure”
  55. a.k.a.
  56. Glued to the screen 24/7.
  57. Roles of Mobile Advertising From attention to sharing Attention Interest Search Action Share URL TV Newspaper Transit PoS Mobile SNS Mobile Site Mobile Mail Radio OOH Magazines Mobile Search Mobile Tool PC Site Blogs Reviews PC Search Online Event Mobile Ads EC Site Word of Mouth
  58. Attention Interest Search Action Share Broad Reach Targeted Reach Search PoS Social Mobile SNS Carrier Menu Fashion News&Sports Access Tools Mobile Email Ads QR Mobile Site TV Guide Short Codes !"#$!! Location/Maps Mobile SNS Visual Search Mobile Email NFC
  59. Cool Stuff!
  60. The problem is
  61. Japan Advertising Market 70 billion US$
  62. Mobile Advertising: 2%
  63. It should be X times that
  64. There are still huge challenges
  65. Still early To still early. within It’s double next 4 years
  66. Still haven’t really figured out the details of targeting
  67. Still very basic metrics and measurements
  68. Media buying is fragmented To double within next 4 years
  69. It’s too cheap
  70. Resistance is fierce
  71. Education is necessary
  72. Speaking of which...
  73. Check out www.infinita.tv (it’s completely free)
  74. Thank you! billich@infinita.co.jp cbillich

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