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Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
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Somo Agency Presentation - social media advertising

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  • 1. Mobile Social Advertising Carl Uminski – Founder & COO September 2010 Somo Ltd – Copyright & Confidential 1
  • 2. What I’m going to talk about The Mobile Market Mobile Social Networking Mobile Social Advertising Future thoughts Flirtomatic Case Study Somo Ltd – Copyright & Confidential 2
  • 3. THE MOBILE MARKET Somo Ltd – Copyright & Confidential 3
  • 4. The UK mobile market is growing • Mobile advertising was worth £37.6m in 2009, up 32.2% year on year forecast to reach £285M in 2014 ** ** • 15.4m mobile media users, 47% access daily, 81% access once per week** • 9 out of 10 mobile media users access mobile media at home** • 44% of young people are now accessing social nets from their mobiles** • Against TV, PC, Radio and print, mobile was found to be the most accessed media channel from noon to 6pm.* • By 2013 mobile phones will overtake PC’s as the most common web accessed device worldwide**** Source: *Orange 2009 / **IAB 2009/10. ***M:Metrics UK April 2009, ****Gartner 2009, Somo Ltd – Copyright & Confidential 4
  • 5. The iPhone & iTouch has driven this growth 50+ M iPhone and iPod Touch users Globally, 100+M end 2010 ~6M iPhone & iPod Touch users in the UK 230,000+ applications in the app store 75% iPhone users over 25 57% Male / 43% Female 78% iTouch users under 24 50% of iPhone users earn over £45k per annum Somo Ltd – Copyright & Confidential
  • 6. Android is now a serious platform driving growth Android platform growing faster than iOS 200,000 devices sold daily in July 2010 70,000+ apps on Android End ‘10 est. 100M devices Est.1M UK Devices 3 out 4 users Male Android applications have a growing audience and potential. iOS isn’t the only platform which has merit Somo Ltd – Copyright & Confidential
  • 7. MOBILE SOCIAL NETWORKING Somo Ltd – Copyright & Confidential 7
  • 8. There are many mobile social networks worldwide Somo Ltd – Copyright & Confidential 8
  • 9. Significant usage with a continuous growth 25,137 65.20% Jan-09 Jan-10 12,388 11,874 11,439 32% 30% 23% 21% 14% 4,700 1,051 Sent Text Used Used Played Accessed Listened to Messages Browser Download Games Social Music Apps Network or Blog More people use social networks on mobile than listen to music Number of Mobile Subscribers (000’s) Accessing Facebook, MySpace % Share of Mobile Subscribers & Twitter via Mobile Browser 3-month average ending Jan 2010 vs. 3-month average ending May 2010 . Total US Age 13+. Jan 2009. Total US Age 13+. Source: comScore MobiLens Source: comScore MobiLens Somo Ltd – Copyright & Confidential 9
  • 10. People spend more time on mobile social nets than the web Social media dominates mobile usage Source: comScore GSMA MMM; comScore Media Metrix, December 2009 Somo Ltd – Copyright & Confidential 10
  • 11. And the users are not to be assumed as teenage boys! Skew towards females & 25 -54 Age group Somo Ltd – Copyright & Confidential 11
  • 12. ADVERTISING ON MOBILE Somo Ltd – Copyright & Confidential 12
  • 13. A 3 tier approach for advertising • Sponsorship REACH • Search • Events • Google • Applications • Ad networks • Yahoo! • Mobile Sites • Admob • Etc... • inMobi • Adfonic • Etc.... FOCUS RESULTS Social networks needs brand awareness and reach meeting CPA targets Somo Ltd – Copyright & Confidential 13
  • 14. Targeting options offered for and by social networks Handset Geography Traffic • Make /Model •Territories • Wi-Fi • Operating System • Cities (Wi-Fi only) • Specific Operators • Manufacturer • Capabilities Demographics Channel • Age • Downloads • Gender • Communities • Interests • Entertainment • Sports, News, Info • Portal Somo Ltd – Copyright & Confidential 14
  • 15. A large number of creative options Response Brand Sponsorship Search Somo Ltd – Copyright & Confidential 15
  • 16. The immediacy of mobile offers a huge location opportunity THE FUTURE Somo Ltd – Copyright & Confidential 16
  • 17. Foursquare offers are now mobile Reward Loyal Customers & Drive Engagement Through Competition Somo Ltd – Copyright & Confidential 17
  • 18. The immediacy of mobile allows for real time advertising Leverage the open data which Twitter gives you • Promoted Tweets still in web only beta • Use Twitter to listen & engage with mobile customers Somo Ltd – Copyright & Confidential 18
  • 19. Social Media & Advertising Flirtomatic Success Story Presented by: Matthew Dicks CMO
  • 20. Intro to Flirto • Flirtomatic has pioneered mobile flirting and monetising mobile users • Conversations with added fun through great content • Over 3 million global mobile users • Revenues over £10 per month per spending customer • From UK base and now growing internationally • Over 300 million UK wap impressions per month • Recognition from industry with numerous awards 2008, 2009, 2010
  • 21. Where entertainment meets social media
  • 22. Highly Successful “Freemium” Model Profiles Search and Find Messaging and Chat Premium Services
  • 23. Premium services 5 different cross platform revenue streams Advertising Alerts Vanity Gifts Visibility
  • 24. Advertising • 300m UK page impressions across all platforms • CTR on WAP currently averages at 1% • Ad sites on all pages • Targeting
  • 25. Beyond the norm... • Adfunding value added services • Reward based advertising – Affiliate and cost per acquisition deals – iPhone, Android and web – Earn virtual currency – £= – Partners include O2, Sky and Microsoft (Bing)
  • 26. Case study: Strongbow Objectives • Target over-18s • Brand awareness • Free pints to give away • Interaction • Drive traffic to client WAP site • Use mobile couponing as main redemption tool
  • 27. Case study: Strongbow Solution • A Strongbow profile sent branded Flirtograms to users’ to create initial awareness. • Users sent back 70 Supersnogs, 929 gifts, 5000+ Flirtograms and rated it 338 times (treated it like another flirter!)... • Interactive campaign was also promoted by SMS and banners across site... • ...and a “Shout me a Pint” link on every profile...
  • 28. Results Case study: Strongbow 385,000 10% CTR Redeem free to client In a animated WAP, participating pints were collecting pub... sent CRM and delivering coupons
  • 29. Contact Matt Dicks CMO mattd@flirtomatic.com 07976 747445
  • 30. The Mobile Advertising Agency ABOUT SOMO Somo Ltd – Copyright & Confidential 30
  • 31. A full service mobile advertising agency MOBILE WEB SITES STRATEGIC CONSULTANCY APPLICATIONS BRAND TRANSITION CREATIVE THANK YOU YIELD MANAGEMENT CAMPAIGN PLANNING & MEASUREMENT BUYING OPTIMISATION DELIVER ROI andrew@somoagency.com +44 (0)7974 151 868 Somo Ltd – Copyright & Confidential 31

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