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『英国のモバイル広告市場:ケーススタディ 』
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『英国のモバイル広告市場:ケーススタディ 』

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『英国のモバイル広告市場:ケーススタディ 』 …

『英国のモバイル広告市場:ケーススタディ 』
~インターネット産業のパイオニアに聞く!今後3年間の急展開とモバイル収益ストリーム~
SOMO社COO カール・ウミンスキー 氏

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  • 1. Mobile Advertising in the UK Carl Uminski March 2011 Somo Ltd – Copyright & Confidential 1
  • 2. A full service mobile marketing agency MOBILE WEB SITES STRATEGIC CONSULTANCY APPLICATIONS BRAND TRANSITION CREATIVE YIELD MANAGEMENT ADVERTISING CAMPAIGN MEASUREMENT PLANNING & OPTIMISATION BUYING DELIVER ROI Somo Ltd – Copyright & Confidential 2
  • 3. The Founding Team Nick Hynes – CEO Carl Uminski - COO Chairman, Reward Ltd (current) CTO, Trutap Mobile Social Network Chairman, Review Centre (current) Head of Mobile Search, Yahoo Worldwide Non-executive Director, TradeDoubler Co-Founder & CTO, Overture Europe Founder & CEO, The Search Works  Systems Manager, British Airports (BAA) Founder & CEO, Overture Europe Founding team, Airmiles Simon Edelstyn – Director Dave Evans – Director MD Europe, Outbrain Inc CTO, SurfKitchen Mobile Portals MD, Contraco Consulting VP Product Platforms, O2 MD, EQO International CTO BTLooksmart Distribution Director, Google Europe GM, BTLooksmart Somo Ltd – Copyright & Confidential 3
  • 4. A selection of our 40+ global clients 4 Somo Ltd – Copyright & Confidential
  • 5. UK handsets represent a huge brand opportunity • Affordable data • Mass wi-fi coverage • Advanced applications • Powerful micro-computer • High spec. camera • GPS location aware • Accelerometer • A wallet 34% + of all mobiles are REAL smartphones today Somo Ltd – Copyright & Confidential 5
  • 6. UK smartphone market within a European context% smartphone adoption 34% 34% 25% 37% 36% No. of smartphone 16M 16M 14M 13M 12M subscribers 100% % Smartphone Operator Share 90% 80% 70% Microsoft 60% Android 50% RIM 40% Apple Symbian 30% 20% 10% 0% The UK has Europe’s largest volume of high end smartphone users + Source: ComScore MobiLense Dec 2010, July 2010 Somo Ltd – Copyright & Confidential 6
  • 7. High end smartphones drive the revenue opportunity Increase in smartphones* Growing proportion of consumer time* 40% 45% 35% 40% 35% 30% 30% 25% UK 25% 20% Time Spent US 20% 15% 15% Ad Spend 10% 10% 5% £771M 0% Missed120% YoY increase of mobile activity* Print TV Radio Desktop Mobile Opportunity100%80% 285 M60% iab forecast UK mobile ad spend40%20% to increase 211 M 0% Email News and Social Networking 135 M IAB Information Results 86M 51% bought 38 M 50 M using their mobiles + Av. Order Value 2009 2010 2011 2012 2013 2014 £14.50+ Source: IAB/PwC Mobile Ad Spend Study April 2010 + Source: IAB Consumer M-Commerce October 2010, * ComScore MobiLense December 2010
  • 8. HTML5 and Applications are driving brands to smartphones FREE PAID • The majority of apps are paid • 40% free apps • Downloading of paid apps is in decline • Ad funded applications growing Somo Ltd – Copyright & Confidential 8
  • 9. Application stores +350,000 apps +200,000 apps 50,000 apps(Est. 7M UK iPhone & iPod) (Est. 1.5M UK Devices) (Est. 1M UK iPads) Applications and mobile internet browsers have equal usage* The average user installs 7 new apps per month, up 40% y/y** Global mobile app revenue due to hit $35B by 2014*** Source: * Comscore Feb 2011 / ** Flurry statistics / *** IDC Somo Ltd – Copyright & Confidential 9
  • 10. Positioning on mobile matters = success Challenge of Mobile SEO • Mobile content often duplicated from web • Touch screens UI image focused • Limited content • Mobile link building in it’s infancy • Most tools (including Google’s) not optimised for mobile sites Every element of your SEO strategy needs to be re-thought for mobile App stores are of key importance Somo Ltd – Copyright & Confidential 10
  • 11. Advertising on mobile is highly fragmented blind networks search Stores & social ...which makes buying a specialist task premium publishers & operators Somo Ltd – Copyright & Confidential 11
  • 12. Multiple advertising options have multiple formats Somo Ltd – Copyright & Confidential 12
  • 13. Gaming and virtual goods have enjoyed huge success 125 years of Angry Birds £10 per month ARPU from played daily virtual goods Somo Ltd – Copyright & Confidential 13
  • 14. Luxury global brands pioneer in UK m-Commerce... Somo Ltd – Copyright & Confidential 14
  • 15. The near future SO LO MO cial cal bile Somo Ltd – Copyright & Confidential 15
  • 16. Top tips for mobile advertising 1 Understand your customers need Create an asset that solves your 2 customers need Advertise in contexts that are 3 relevant to your consumers Take advantage of the 4 personal nature of mobile Track direct actions and research 5 indirect effects of activity Somo Ltd – Copyright & Confidential 16
  • 17. ありがとう Carl Uminski carl@somoagency.com + 44 7740 758494 Somo Ltd – Copyright & Confidential 17