Mobile Social Advertising
  Carl Uminski – Founder & COO


           September 2010




         Somo Ltd – Copyright & C...
What I’m going to talk about



                        The Mobile Market

                     Mobile Social Networking

...
THE MOBILE MARKET



            Somo Ltd – Copyright & Confidential   3
The UK mobile market is growing
•    Mobile advertising was worth £37.6m in 2009, up 32.2% year on year forecast to
     r...
The iPhone & iTouch has driven this growth

  50+ M iPhone and iPod Touch users Globally, 100+M end 2010

   ~6M iPhone & ...
Android is now a serious platform driving growth

                           Android platform growing faster than iOS

   ...
MOBILE SOCIAL NETWORKING



            Somo Ltd – Copyright & Confidential   7
There are many mobile social networks worldwide




                      Somo Ltd – Copyright & Confidential   8
Significant usage with a continuous growth




                                                                           ...
People spend more time on mobile social nets than the web




                        Social media dominates mobile usage
...
And the users are not to be assumed as teenage boys!




             Skew towards females & 25 -54 Age group


          ...
ADVERTISING ON MOBILE



            Somo Ltd – Copyright & Confidential   12
A 3 tier approach for advertising




  • Sponsorship                        REACH                   • Search
    • Events...
Targeting options offered for and by social networks

     Handset                   Geography                            ...
A large number of creative options

      Response                   Brand                       Sponsorship




         ...
The immediacy of mobile offers a huge location opportunity

THE FUTURE



                           Somo Ltd – Copyright ...
Foursquare offers are now mobile

Reward Loyal Customers & Drive Engagement Through Competition




                      ...
The immediacy of mobile allows for real time advertising

Leverage the open data which Twitter gives you

•   Promoted Twe...
Social Media & Advertising

    Flirtomatic Success Story
  Presented by: Matthew Dicks
              CMO
Intro to Flirto
• Flirtomatic has pioneered mobile flirting and monetising mobile
  users

• Conversations with added fun ...
Where entertainment meets social media
Highly Successful “Freemium” Model
Profiles        Search and Find   Messaging and Chat   Premium Services
Premium services

      5 different cross platform
           revenue streams


Advertising   Alerts   Vanity   Gifts   Vi...
Advertising
•   300m UK page impressions across all platforms
•   CTR on WAP currently averages at 1%
•   Ad sites on all ...
Beyond the norm...
• Adfunding value added services




• Reward based advertising
   – Affiliate and cost per acquisition...
Case study: Strongbow
Objectives
•   Target over-18s
•   Brand awareness
•   Free pints to give away
•   Interaction
•   D...
Case study: Strongbow
Solution
• A Strongbow profile sent
  branded Flirtograms to
  users’ to create initial
  awareness....
Results
             Case study: Strongbow


385,000           10% CTR      Redeem
free              to client    In a
ani...
Contact


Matt Dicks
CMO
mattd@flirtomatic.com
07976 747445
The Mobile Advertising Agency

ABOUT SOMO



                          Somo Ltd – Copyright & Confidential   30
A full service mobile advertising agency


                                                              MOBILE WEB SITES
...
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Somo Agency Presentation - social media advertising

  1. 1. Mobile Social Advertising Carl Uminski – Founder & COO September 2010 Somo Ltd – Copyright & Confidential 1
  2. 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. 3. THE MOBILE MARKET Somo Ltd – Copyright & Confidential 3
  4. 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. 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. 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. 7. MOBILE SOCIAL NETWORKING Somo Ltd – Copyright & Confidential 7
  8. 8. There are many mobile social networks worldwide Somo Ltd – Copyright & Confidential 8
  9. 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. 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. 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. 12. ADVERTISING ON MOBILE Somo Ltd – Copyright & Confidential 12
  13. 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. 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. 15. A large number of creative options Response Brand Sponsorship Search Somo Ltd – Copyright & Confidential 15
  16. 16. The immediacy of mobile offers a huge location opportunity THE FUTURE Somo Ltd – Copyright & Confidential 16
  17. 17. Foursquare offers are now mobile Reward Loyal Customers & Drive Engagement Through Competition Somo Ltd – Copyright & Confidential 17
  18. 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. 19. Social Media & Advertising Flirtomatic Success Story Presented by: Matthew Dicks CMO
  20. 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. 21. Where entertainment meets social media
  22. 22. Highly Successful “Freemium” Model Profiles Search and Find Messaging and Chat Premium Services
  23. 23. Premium services 5 different cross platform revenue streams Advertising Alerts Vanity Gifts Visibility
  24. 24. Advertising • 300m UK page impressions across all platforms • CTR on WAP currently averages at 1% • Ad sites on all pages • Targeting
  25. 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. 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. 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. 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. 29. Contact Matt Dicks CMO mattd@flirtomatic.com 07976 747445
  30. 30. The Mobile Advertising Agency ABOUT SOMO Somo Ltd – Copyright & Confidential 30
  31. 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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