The World Goes Mobile

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Mobile Media Consumption: The World Goes Mobile

Published in: Technology

The World Goes Mobile

  1. 1. MOBILE MEDIA CONSUMPTION: THE WORLD GOES MOBILE FERYAL HEMAMDA MARKETING DIRECTOR, EMEA Wave 2: October 2012 1
  2. 2. EMENORTH AMERICA 149 M North America JPAC 119 M APAC 16 M 246 M AFRICA LATINAmerica Latin AMERICA Africa 22 M 35 M 625B mobile consumers +900 Employees 18 offices world wide 165 countries Touching 40% of mobile Internet usersglobally, on average 200 times a month
  3. 3. Simplifying Mobile Advertising Simplify Simplify Simplify Mobile Creative Mobile Reach Mobile Analytics & ResearchThe Leading HTML5 Largest Independent Universal Analytics &Ad Creation Platform Mobile Ad Network Research Solutions
  4. 4. Mobile Advertising Timeline Simple Rich Media Ads Immersive The Future of Tablet Ads Rich Media First Mobile Mobile Introduced Experiences Banner Ad Advertising!2000 2007 2011 2004 2010 2012 Touch & Gestures Mobile Inline 1ST TEXT Introduced Video AD SMS
  5. 5. Technology PenetrationYears to reach50 millionmarket Audience Source: Yext – Hello Generation Mobile
  6. 6. Objectives: v  Understand mobile media consumption and how it’s changing over time v  Examine the relevance ofMobile Media Consumption mobile to consumers around the world v  Provide a holistic overview of how mobile is evolving around the world as well as within specific markets
  7. 7. Mobile is Part ofDaily Life In the UK, mobile web time is “me”28% In the 36% time: it’sbathroom Shopping usually a 67% personal Lying in bed 28% social rather than a 32% eventSpending time with family shared media experience 39% Commuting 64% 71% Waiting for While watching Source: InMobi Media Consumption MAR 2012 someone TV Sample size: n = 999
  8. 8. 6.4 apps ACTIVELY USED IN LAST 30 DAYS Of all the apps you currently have, how many have you actively used in the last 30 days? 48% 26% 8% 9% 9% None 1-5 6 - 10 11 - 15 Over 15Question not asked in US and UK,Base: Smartphone user 6 market average n=5,492 (Australia n=734; China n=1,530; Germany n=217; India n=1,535; Japan n=551; Korea n=924)Decision Fuel & InMobi
  9. 9. Device Day-Part Multi-Screen TimeSource: InMobi/Mobext (UK) May 2012
  10. 10. 62% web users of mobile engage in mobile activities while watching TVBase: Global Mobile Averagen=9,869 13
  11. 11. The Impact of Mobile
  12. 12. WHAT we purchase hasn’t changedHOW we shop is evolving…
  13. 13. Mobile Shoppers gather information Currently, gathering information takes precedence for mobile shoppers and helps to drive customers in store. In-Store Mobile Shopping Activities of UK Mobile Internet Users, Jan 2012 (% of respondents) Compare prices Email or social networks Look at product reviews Look for a mobile discount code/ Scan in barcodes to compare prices Look up product specifications Buy items through mobile phone 0% 5% 10% 15% 20% 25% 30% 35% 40%Source: On Device Research, "Mobile in the Retail Store," Feb 2, 2012
  14. 14. 69% of tablets owners make a purchase on their device across the average monthSource: InMobi/Mobext May 2012
  15. 15. Shopping andDevicesSource: InMobi/Mobext May 2012
  16. 16. Levi’s - Interacting with the Brand Consumers can interact with the products and brands and how they are relevant to them as well as be driven to a specific call to action – making a purchase
  17. 17. Mobile is Continuously Evolving Banner Ads SMS ads Rich media Mobile Internet App & web Dynamic Text Ecosystem ads news Games 2 Data 3 Multimedia & Movies Context Integrated solutions 4 Touchscreen 1 Voice & Sensors Ads Content Technology
  18. 18. AUDIENCE Centricadvertising
  19. 19. Create a Brand Experience
  20. 20. Ford B-MaxCreating an in-adgaming experience(gameification) to driveuser engagement andbrand awareness
  21. 21. SHOWCASE 2012 IAC Awards Winner 2012 Digiday AwardsENTERTAINMENT: FinalistSega Samurai Bloodshow
  22. 22. INNOVATION:Real-TimeDynamic Ads View product variants•  Content structured by View detailed product Info device fingerprint Drive commerce•  Retargeting of Social sharing purchase funnel•  Product discovery and purchase
  23. 23. INNOVATION:SoLoMo
  24. 24. INNOVATION:Tweet-vertising
  25. 25. INNOVATION:ZombifyYourself
  26. 26. 30
  27. 27. 31
  28. 28. Thank you.

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