Mobile advertisingı

History of mobile phonesı
How did we even get from calling to advertising?ı

Why buy a phone? ı
Why a mobile phone???ı
1998 - Why should I get a mobile phone? I am perfectly
good with my landline!ı
2008 – Why should I get a landline? I am perfectly OK
with my mobile phone!ı
= Communicationı

10 years of mobile, 1998 - 2008ı
Nokia 5110 SonyEricsson T610 Nokia N70 Apple iPhone 3G
1998 2003 2005 2008

From Snake to Quake!ı
Memory: Memory:
around 100 contacts 8 GB ( + SD memory cards)
About 10 sms Speed:
Speed: 332 MHz
Few MHz 64 MB RAM

Speed of mobile data transfersı
Nokia 3330 Apple iPhone
2000 500 x difference 2008
HSDPA
CSD
Max. speeds:
Max. speeds:
1,8 ‐ 3,6 ‐ 7,2 Mbps
9,6 – 14,4 Kbps
+ Wi‐Fi

Mobile phones have many featuresı
• E-mail
• Content downloads
• Ringtones, fulltrack
• Videos
• Browsing, e.g. News
• Live TV

Mobile phones have loads of featuresı
… and crime deterrent

Current mobile web market stateı
How is the mobile web market evolving worldwide?ı

Normal internet in mobile phones?ı

Around 8% of people worldwideı
Use mobile internet every monthı

Will surpass the normal internet!ı
2006 2010
2B
Mobile Internet
1.2B
1B
Fixed Internet
500M
Source: Judge Business School Studies, CSMG ADVENTIS Analysis

Mobile internet is growing!ı
10,5%ı

Companies who already mobilizedı

QR codesı
QR codes in NY Timesı
Clicking went directly to mobile siteı

…and of courseı
...Mobile advertisingı

Mobile advertising factsı
• Mobile advertising is very similar to web advertising
• Also sold on a Pay Per Click or Pay Per View basis
• Mobile advertising can be targetted better then internet ads
• Can be: Banner, Text, Animated Banner, Link (video)
• Actions can be: Call, SMS, E-mail, Browsing a site,
Downloading related content

How does it look?ı

Mobile advertising expectationsı
• Not going to be quick money
• Can‘t expect to put a link in your newspaper and
wait for the people to come
• Proactively seeking partnerships
• It will be valuable, when built up (12 – 24 months)
• SMS is still a great tool

Mobile advertising players - 2004ı

Mobile advertising players - 2008ı
Powered by

Local companies matterı
Local companies matter!ı
e.g. Mobile Operatorsı

Where is mobile advertising?ı
Global Mobile AdverRsing Growth
9
8
7
6
Billions of euros
5
4
3
2
1
0
2005 2006 2007 2008 2009
Source: eMarketer

SMS advertisementsı
„Text‐to‐win“

Mobile web advertisingı
Targetting, personalisation, and
behavioural targettingı

Mobile web advertisingı
PossibiliOes of perfect targeSng of mobile ads
• Country
• Place – City, perimeter (around 500 m – 2 km)
• Age
• Target demographic group
• Behavioural targe\\ng
• Mobile phone

Mobile ads exampleı
Fred Pierre
‐ Phone: Nokia 3x00 ‐ Phone: Nokia E90
‐ Likes to visit Myspace ‐ Likes to visit CNNmoney
‐ Place: Pilsen
‐ Place: Prague
‐ Spends 15 EUR for mobile
‐ Spends 175 EUR on mobile

Why is it compelling?ı

Example targettingı
Brief
• Service: car cleaning, Prague,
targe\\ng for car owners
SoluOon
• Target only Prague
• Target for owners of be`er
handsets, it is more likely by 2/3 that
the person wil have a car (Nokia)

Consumer segmentationı
Nokia Consumer Segmentation
High Involvement
Young
Explorers
Technology Leaders
Career Builders
Pragmatic
Leaders
Style Leaders
Style Seekers
Young
Rational Settlers Aspirational
Style
Comfortable Family Followers
Low Involvement
Seniors Provider
s
Practical
Homeowners

Which content attracts?ı

Content that attractsı

Mobile future?ı
1. Data tarrifs will be very cheap (2 – 3 EUR per month),
or free
2. Content development will take off massively!
Only then mobile internet can take off massively and
hit over 30 ‐ 40% of the populaRon.

Contactı
Jan Rezab
jan.rezab@gmail.com
Blog: h[p://blog.hungrymobile.com
Clientı
www.digitania.hu