ATSYD13 Panel Where Is Mobile Advertising Heading

417 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
417
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • ‘TV’ feels like the new ‘radio’Printed editorial pages launching digital contentBillboards sending content to your phoneMagazines that are 100% interactiveCinema audiences filming the screen to enter comps
  • Change is constant. Some accept it, some struggleAbsurd to think about re-shaping something you’re only starting to visualiseCHART CONTENT= Heading towards a two-speed tech world of the “have’s” and the “have not’s”
  • Mobile is less about when you’re ‘mobile’, just wherever you are, increasingly at home.Mobile is Social and Social is MobileMobile is primetime= It will be the glue that holds together multi-platform strategies
  • It’s less about running adsNot about selling stuff, more about enduring connection across the LifecycleNever too early or late in the CRM, or CVM cycle to harness mobileThere’s are obvious inflection point with Data and how it’s used= more about Mobilising Customer Comms
  • ATSYD13 Panel Where Is Mobile Advertising Heading

    1. 1. “Where is Mobile Advertising Heading?” Matt Bruce – M.D. Nielsen Media & Telco #ATSYD
    2. 2. Smartphones are 3rd favourite and catching PC’s fast#ATSYD Source: Nielsen Australian Connected Consumers Report 2012 -2013
    3. 3. Android wins the mass market but iOS users are young and rich #ATSYD Source: Nielsen Australian Connected Consumers Report 2012 -2013
    4. 4. iOS users do more with their phones#ATSYD Source: Nielsen Australian Connected Consumers Report 2012 -2013
    5. 5. Watching TV on mobile screens has doubled in 2 years#ATSYD Source: Nielsen Australian Connected Consumers Report 2012 -2013
    6. 6. We also use our mobile more regularly while watching TV#ATSYD Source: Nielsen Australian Connected Consumers Report 2012 -2013
    7. 7. During the Olympics we used mobiles to keep up with the action #ATSYD
    8. 8. Mobile and TV as popular for Olympics at some points in the day #ATSYD
    9. 9. Smartphones are driving stongest mobile ad growth in years#ATSYD Source: PwC/IAB Online Advertising Expenditure Report December 2012
    10. 10. Richer and more targeted ads are replacing old formats#ATSYD Source: Nielsen Australian Connected Consumers Report 2012 -2013
    11. 11. Location based ads will drive the next wave of growth#ATSYD Source: Nielsen Australian Connected Consumers Report 2012 -2013
    12. 12. #ATSYD Source: Nielsen Australian Connected Consumers Report 2012 -2013
    13. 13. “Where is Mobile Advertising Heading?” Graham Christie – Partner, Big Mobile. #ATSYD
    14. 14. We live in wacky times… #ATSYD
    15. 15. 1. Change (duh) Still over 10% of AUS brands are hesitant of Mobile. Pockets of advertisers are KPI’d on how cheap the clicks are. Practitioners that put operational considerations above value creation #ATSYD
    16. 16. 2. Mobile’s pivotal position. 66% 2013. 45% of penetration of AUS users will Smartphones in watch video on AUS. mobile. 2013. A quarter of By 2016 88% of all digital media local online ads time spent – will be served onto on mobile in AUS. mobile (U.S.) By 2015, amongst G-20, internet access on mobile will be x4 that of fixed. #ATSYD ComScore Digital Future 2013 Boston Consulting Group, Kleiner Perkin, Berg Insight TNS Mobile Nation
    17. 17. 3. Customer lifecycle. COST TO ACQUIRE Tempting COST TO RETAIN COST TO SERVE Apologisin g Winning Saving back Selling Advocating Friending Incentivisi ng LIFETIME VALUE #ATSYD
    18. 18. Telecommunication Trends over time 100% 96.0% Have home phone connected 89.9% Own or use a mobile phone 79.4% 80% 76.6% 71.4%%age of Australians 14+ 60% Have Broadband Have Internet service at home connection at home 40% 40.3% Subscribe to Pay TV at home 27.9% 29.3% 20% 19.2% 1.4% 0% Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average.
    19. 19. New Communication Technological Products 70% Own a plasma or LCD TV 65.6% 60% 50% 48.8% Smartphone 44.5% %age of Australians 14+ as main mobile 40% 30% Own a 3G/4G 24.8% mobile phone 20% 16.2% 10% Own a Tablet 6.8% 0.2% Computer 0% Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average.
    20. 20. Roy Morgan Technology Adoption Segments Older Tech Digital Explorers Life Professional Technology Technology Mainstream Traditionalists Technology Early Technophobes Adopters 16% 18% 14% 9% 24% 19% Early Adopters Early Majority Late Majority Laggards Early Adoption Mass Market Maturity
    21. 21. Did one or more internet activities online by mobile in the last 4 weeks Technology Early Adopters, 72% 70%%age of Australians 14+ who own/use a mobile phone 60% Digital Life, 57% Prof. Tech Mainstream, 55% 50% All Australians 14+, 46% Older Tech Explorers, 42% 40% 30% Technology Traditionalists, 30% Technophobes, 28% 20% 10% 0% Rolling 12 month quarters
    22. 22. Types of mobile phone internet activities Entertainment, 48% inc. streaming video games 25% 38% Research & information, 55% inc. maps, weather 36% Technology Early 35% Adopters 41% Social media activities 20% 21% Professional Technology Mainstream Shopping, 27%inc. product/service research 14% 14% Digital Life Banking, inc. online 40% banking, check balance 25% 19% Single Source, Oct-Dec 2012 Communication, 57% inc. Email, VoIP, IM 35% 33% % Australians 14+ who own/use a mobile phone
    23. 23. Technology Early Adopters Top 20 Online Activities by mobile phone Traffic or public transport info Instant Messaging 12% 13% Downloaded games 13% Uploaded photos to website 14%Made telephone calls using VoIP 14% Streamed music 14% Accessed news 15% Viewed online bank statements 15% Read newspapers online 16% Paid bills online 16% Researched a product /service 19% Downloaded software 24%Conducted banking transactions 30% Weather 32% Single Source,Checked bank account balances 33% Oct-Dec 2012 Streamed video 33% Social networking 39% Maps or directions 39% General browsing/surfing 43% 54% Email % Australian 14+ who own/use mobile phone
    24. 24. Business investment in mobile as a marketing channel in next 12 months 61% 64% 62% 54% 50% 51%% of Australian businesses 42% 40% 37% Mobile Phone 34% 31% Internet 28% Social Media "In the next 12 months, will the following channels will be more or less Business Single Source, important as part of your marketing mix?" Oct-Sep 2012 Micro Business Small Business Medium Business Large Business (under 5 employees) (5 - 19 employees) (20 - 199 employees) (200 employees or more)

    ×