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Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)
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Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and Jon Hoehler)

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This presentation is a collection of mobile media/advertising information that we have been exposed to over the past twelve months. Some data might be duplicated but from different periods of …

This presentation is a collection of mobile media/advertising information that we have been exposed to over the past twelve months. Some data might be duplicated but from different periods of time.

This presentation’s intention is to provide a collective insight into the potential of Mobile media and mobile advertising in Africa based on information that is publicly available.

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  • 1. INSIGHTS INTO THE POTENTIAL FOR MOBILE MEDIA IN AFRICA A CURATED STATISTICS, CHARTS, GRAPHS AND OBSERVATIONS PRESENTATION BY @JONHOEHLER AND @ANDREWMCHENRY#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 1
  • 2. PRESENTATION DISCLAIMER • This presentation is a collection of mobile media/advertising information that we have been exposed to over the past twelve months. Some data might be duplicated but from different periods of time. • This presentation’s intention is to provide a collective insight into the potential of Mobile media and mobile advertising in Africa based on information that is publicly available. • The views, analysis and commentary in the presentation are purely the thoughts of the presentation contributors using the information at our disposal to draw conclusions and provide insights. • All sources where available have been credited. • Data provided that has no source, or the source of the data is unknown will be noted. • Some sources may represent conflicting data so that should be taken into account when reading through and comparing the data provided. Above all please enjoy the presentation and the data, insights and analysis that have been provided. Should you have any questions, queries, comments, suggestions and criticism about the presentation please don’t hesitate to make contact.#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 2
  • 3. BEFORE WE BEGIN, A BIG THANK YOU…. We would like to thank everyone who assisted in the preparation of the data and presentation as a whole. A shout out should always go to the actual research houses, mobile players and sources who produced some awesome information about Mobile Media in Africa that allowed us to create this presentation. Without this data we would not be able to tell our story about the amazing opportunities that exist and the potential for Mobile Media across Africa. A big thank you also goes out to our presentation contributors for their invaluable contributions, thoughts and insights which assisted us in preparing this presentation. Andrew and Jon#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 3
  • 4. PRESENTATION COLLABORATORS JON HOEHLER Jonathan is the manager for Mobile Technologies at Deloitte Digital in South Africa as well as an active committee member of Mobile Monday South Africa. jhoehler@deloitte.co.za jonhoehler +27 83 712 2534 @JonHoehlerANDREW McHENRY With twenty years experience in the information technology industry, spanning software, hardware and custom application development. Currently consulting in the Social, Location and Mobile (SoLoMo) sectors covering all OS’s, all devices, hardware, software and solutions with a focus on Africa. andrewmchenry65@gmail.com andrewmchenry1 +27 78 613 7090 @AndrewMcHenry
  • 5. "Its refreshing to find two passionate mobile professionals in Jon & Andrew who so keenly have their fingers on the pulse of the African mobile telecoms trends and African Mobile ecosystems" James Munn VP Sub Sahara Region Qualcomm#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 5
  • 6. HOW BIG IS MOBILETELECOMS IN AFRICA?#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 6
  • 7. THE TRUE SIZE OF AFRICA“According to the GSMA, Africa is the worlds second largest mobile market by connectionsafter Asia, and the fastestgrowing mobile market in the world.” – Sept 2011
  • 8. SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 8
  • 9. SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 9
  • 10. Mobile connections, population and penetration in Sub-Saharan Africa since 2012 including a map of mobile penetration in 2012 SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 10
  • 11. The mobile ads industry will generate $136 million in Africa in 2012 – the largest share (over 40%) will come from SMS ads. “In terms of number of users it is more difficult to quantify because we often do not often have access to the number of mobile phone numbers targeted in ad campaigns. We can, however, quantify the addressable market as we forecast over 262 million SMS users in Africa end-2012 and 71 million mobile Internet users (over handsets only), up from respectively 218 million and 46 million in 2011,” Thecla Mbongue Senior analyst Informa Telecoms & Media http://www.itnewsafrica.com/2012/10/why-it-pays-to-advertise-on-the-move/ South Africa#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 11
  • 12. THE GLOBAL VIEW THE GLOBAL FORECASTS FOR MOBILE MEDIA AND ADVERTISING
  • 13. With over 6 billion global mobile connections, mobile supersedes traditional media like TV, cinema and radio as the worlds largest consumer engagement platform. The possibilities for mobile advertising opportunities are HUGE………. With the next billion mobile consumers coming from emerging markets like Africa#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 13
  • 14. Global Internet Device Sales “More mobile devices in hand allowing for more eye balls and mobile advertising opportunities” SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 14
  • 15. Global Smartphones vs. All other Mobile Devices Almost 1 Billion smartphone subscriptions BUT still huge mobile advertising market potential with other mobile devices which support mobile advertising opportunities like SMS and mobile web banners SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 15
  • 16. 2011 Global mobile ad spend by category SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 16
  • 17. Global Mobile Media Revenues to touch $150 Billion in 2012 "Advertisers chase eyeballs so the fact that brands spend more on in- app advertising than the mobile web is a clear sign that apps are what consumers are glued to for an increasing range of activities. In the eyes of many advertisers, web browsing on the smartphone is playing second fiddle to the app economy.“ David MacQueen Director of Wireless Media Strategies Strategy Analytics’ SOURCE: Global Media Forecast 2012#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 17
  • 18. Mobile Advertising Revenue by Type Worldwide, 2008-2015 (Millions of Dollars) SOURCE: (MARCH 2011)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 18
  • 19. Mobile Advertising Revenue by Type Worldwide, 2008-2015 (Millions of Dollars) SOURCE: (MARCH 2011)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 19
  • 20. Mobile Advertising Revenue by Region Worldwide, 2008-2015 (Millions of Dollars) SOURCE: (MARCH 2011)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 20
  • 21. Mobile Advertising Spending Worldwide By Region and Country, 2011 - 2016 “Global mobile ad spending to reach $6.43 billion in 2012” • Spending on mobile advertising in the US will top all other regions in the world for the first time in 2012 • Mobile, despite rapid growth, accounts for just 1% of total ad spending worldwide • The mobile advertising market in Asia-Pacific remains far bigger than in Europe • Mobile advertising, though just 2.3% of total ad spending in the UK, is expected to take a record share by 2016, reaching 11% of total ad spending SOURCE: (AUGUST 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 21
  • 22. Opera – The State of Mobile Advertising The amount of ad requests on Opera by Region “North America is the market leader” • The United States and Canada generate the majority of ad requests, with 73% of the global total. • U.S. eCPM is also the highest ($1.98), closely followed by the EU5 ($1.94) — and both top the global average of $1.90. SOURCE: (Q2 – 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 22
  • 23. Opera – The State of Mobile Advertising SOURCE: (Q2 – 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 23
  • 24. Growth of mobile advertising revenues “According to the Interactive Advertising Bureau, mobile ad revenues have increased 92 percent in the last year, rising from $344 million in Q2 2011 to $661 million in Q2 2012” SOURCE: (Q2 – 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 24
  • 25. Growth of mobile advertising revenues Historically search has retained the largest share of advertising revenues, but as the chart below shows, even though mobiles the youngest format, it had the largest percent revenue increase between 2010 and 2012 SOURCE: (Q2 – 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 25
  • 26. THE GROWTH OFMOBILE INTERNET#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 26
  • 27. Africa is a mobile first market. Mobile internet is many African consumers only method of connecting to the world. A key driver for mobile media in Africa will be the mobile internet………… Mobile is not the fourth, third or second screen in Africa, IT’S THE FIRST SCREEN!#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 27
  • 28. The Future of the internet is MOBILE SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 28
  • 29. Estimated total mobile internet traffic in Sub- Saharan Africa by sub-region (2011-2016); and assigned mobile spectrum for leading SSA countries (MHz)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 29
  • 30. Increasing undersea cable infrastructure “Providing connectivity for Africa” THE CHALLENGE ENSURING THE CAPACITY FROM THE UNDERSEA CABLES FINDS ITS WAY TO THE AVERAGE MOBILE INTERNET USER SOURCE: http://manypossibilities.net/about/#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 30
  • 31. Internet Penetration in Sub-Saharan Africa SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 31
  • 32. Smartphone penetration in Africa The availability of low-cost smartphones has increased adoption in the continent. Informa Telecoms & Media forecasts a penetration of 12% by end-2017. SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 32
  • 33. Africa, smartphone-connection penetration by country, 2011-2017 SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 33
  • 34. Top 10 3G subscriptions by country 2Q11 vs. 2Q12 SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 34
  • 35. Mobile web growth around the world Mobile web traffic is growing rapidly across Africa, increasing from 5.81% in 2010 to 14.85% in 2012. An increase of 155.59%!!!! The potential for mobile web banner advertising is HUGE! SOURCE: (May 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 35
  • 36. Global mobile data traffic forecast by region Middle East and Africa will experience the highest CAGR of 104 percent, increasing 36- fold over the forecast period SOURCE: (2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 36
  • 37. Mobile data usage and forecasts for MEA • Mobile data traffic will grow 34-fold from 2011 to 2016, a 34 FOLD GROWTH compound annual growth rate of 102%. 532 Petabytes per • Mobile data traffic will reach 532 Petabytes per month in 2016, month in 2016 up from 16 Petabytes per month in 2011. • Mobile data traffic will grow 2 times faster than the rest of 2 TIMES Middle Eastern and African fixed IP traffic from 2011 to 2016. • Mobile was 5% of total IP traffic in 2011, and will be 16% of 5 PERCENT total IP traffic in 2016. • Mobile data traffic in 2016 will be equivalent to 37x the volume 37x VOLUME of the entire the rest of Middle Eastern and African Internet in 2005. SOURCE: (Cisco VNI Forecasts 2011-2016)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 37
  • 38. Opera Mini – State of Mobile Web in Africa When it comes to growth in mobile web browsing, few regions in the world can compare with Africa. Mobile Penetration in Africa Report Observations: • 25 out of 53 countries (47%) have international news sites as the most popular news source. Countries include Republic of Congo, Sierra Leone, Egypt, Libya and Côte d’Ivoire. 18 of those 25 countries turn to the BBC as the most-used source. • 36 countries more than doubled their Opera Mini user bases in one year. • The mobile web has made a comeback in Libya. In the year since the revolution, Libya has grown the most in every category of Opera Mini usage, including users, page views and data consumption. • Côte d’Ivoire also showed spectacular growth. The number of Opera Mini users rose 600% in one year. Page views grew 744%, meaning people are browsing more pages than they did the year before. Data use grew 760%, meaning people viewed richer, larger pages. • Across Africa, data growth seems to outpace page-view growth. This fact suggests that Africans are browsing larger pages and most likely, using richer, more advanced websites. SOURCE: ( MARCH 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 38
  • 39. Opera Mini – State of Mobile Web in Africa Based on the Top 10 site listings from Opera Mini, a word cloud of the popular sites users are accessing on Opera Mini across Africa Note: The word cloud is not based on unique views, rather appearance of the site in each countries top 10 listing SOURCE: (MARCH 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 39
  • 40. Opera Mini – State of Mobile Web in Africa Based on the Top 10 handset listings from Opera Mini, a word cloud of the popular handsets users are using to access Opera Mini across Africa Note: The word cloud is not based on unique views, rather appearance of the handset in each countries top 10 listing SOURCE: (MARCH 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 40
  • 41. THE OPPORTUNITY OFMOBILE WEB BANNER ADS#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 41
  • 42. With billions of mobile display banners being served to African mobile consumers on a monthly basis, brands and advertisers have an awesome opportunity to engage with consumers And with low smartphone penetration rates across Africa, mobile web banners work on feature phones extremely well.#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 42
  • 43. The Mobile Ecosystem according to Luma Partners#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 43
  • 44. The Mobile Advertising Ecosystem SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 44
  • 45. Mobile Web Banner Advertising Various Mobile Ad networks operating in Africa#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 45
  • 46. Mobile Web Banner Advertising Inmobi, Quarter 2-2012 (Africa Overview) SOURCE: (Q2 – 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 46
  • 47. Mobile Web Banner Advertising Inmobi, Quarter 2-2012 (Africa Overview) SOURCE: (Q2 – 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 47
  • 48. Mobile Web Banner Advertising Inmobi, Quarter 2-2012 (Africa Overview) SOURCE: (Q2 – 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 48
  • 49. Mobile Web Banner Advertising Inmobi, Quarter 2-2012 (South Africa) SOURCE: (Q2 – 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 49
  • 50. Mobile Web Banner Advertising Inmobi, Quarter 2-2012 (Nigeria) SOURCE: (Q2 – 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 50
  • 51. Mobile Web Banner Advertising Inmobi, Quarter 2-2012 (Kenya) SOURCE: (Q2 – 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 51
  • 52. Mobile Web Banner Advertising Buzz City, Quarter 2-2012 Buzzcity’s network records 45% smartphone penetration worldwide at the beginning of June. SOURCE: (Q2 – 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 52
  • 53. Mobile Web Banner Advertising Buzz City, Quarter 2-2012 (South Africa Data) Summary Ad inventory grew by 29% in Q2. Audience reach: 11.3 million Top devices: Nokia, BlackBerry & Samsung. Smartphone penetration: 36% Average June CPC: USD 0.13 per click SOURCE: (Q2 – 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 53
  • 54. Mobile Web Banner Advertising Buzz City, Quarter 2-2012 (Nigeria Data) Summary Ad inventory grew by 10% in Q2. Audience reach: 9.3 million Top devices: Nokia, White Box Phones & Samsung Smartphone penetration: 15% Average June CPC: USD 0.01 per click SOURCE: (Q2 – 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 54
  • 55. Mobile Web Banner Advertising Buzz City, Quarter 2-2012 (Kenya Data) Summary Ad inventory grew by 11% in Q2. Audience reach: 6.2 million Top devices: Nokia, White Box Phones & Samsung Smartphone penetration: 13% Average June CPC: USD 0.04 per click SOURCE: (Q2 – 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 55
  • 56. Mobile Web Banner Advertising Characteristics of an ideal Mobile Ad Network SOURCE: (Q2 – 2012)#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 56
  • 57. MOBILE MEDIAENGAGEMENT#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 57
  • 58. The key to a great mobile advertising campaign is great consumer engagement with the advertising material…. Imagine drives innovation………………… Building rich media engagements for in developed markets don’t necessarily work in developing markets like Africa.#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 58
  • 59. Mobile Media Engagement SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 59
  • 60. Mobile Media Engagement SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 60
  • 61. Mobile Media Engagement Please Call Me Engagements#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 61
  • 62. MOBILE MEDIA POSSIBILITIESON SOCIAL MEDIA PLATFORMS#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 62
  • 63. “McHenry and Hoehler have become the trusted gateway to aggregated data on the mobile landscape in Africa. But they are more than aggregators: they reveal how the various data points and trends intersect and interact, creating new knowledge and insight in the process.” Arthur Goldstuck MD, World Wide Worx#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 63
  • 64. Social media platforms have created a steady stream of available consumer eye balls allowing advertisers through the platforms to serve contextual and filtered advertising……. Social media in Africa is all about the mobile device. Through social media platforms, brands can target African consumers on their primary digital screen, the mobile device#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 64
  • 65. Social Media (Facebook) Facebook is growing across the continent. In South Africa, over 10% of the population is registered on Facebook, with over 80% of usage via mobile devices. The potential for targeted mobile advertising is massive… SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 65
  • 66. Social Media (Facebook) 7 out of the top 10 countries with the highest Facebook on mobile penetration are in Africa. In terms of page views, Facebook is the most viewed site on Opera Mini across the continent. 69 % OF PAGE VIEWS FACEBOOK PAGE VIEWS IN OPERA MINI ACCOUNT FOR 69% OF ALL PAGE VIEWS IN SOUTH AFRICA, APRIL 2011#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 66
  • 67. Social Media (Twitter) Twitter with is high frequency of content and short format lends itself to advertising possibilities. More and more “promoted” tweets are entering the news feeds of Twitter users. SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 67
  • 68. Social Media (Twitter) Through analysis of 11.5 million geo-located Tweets and a poll of Africa’s top tweeters, the study surveyed Twitter traffic and trends across the continent. SOURCE: Q4 -2011#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 68
  • 69. Social Media (Mxit) Mxit is one of the success stories of the South African mobile explosion. The platform allows for targeted advertising opportunities through splash screens and other inventory assets on the platform. SOURCE: OCT 2012#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 69
  • 70. Social Media (Mxit) SOURCE: OCT 2012 SOURCE: OCT 2012#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 70
  • 71. MOBILE MEDIATELCO EXAMPLE:VODACOM SA#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 71
  • 72. “I have found both Jon and Andrew’s knowledge and understanding of the mobile operators across Africa is first hand and relevant having spent the better part of their mobile careers in the continent running and executing mobile campaigns.” Prins Mhlanga Managing Executive Vodacom Mobile Media#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 72
  • 73. Mobile operators across the world have access to the biggest communities in the world. Leveraging network assets to create mobile advertising opportunities is a massive prospect. In South Africa, Vodacom has lead the charge when it comes to leveraging network assets and value added service offerings to create an extremely successful mobile advertising offering.#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 73
  • 74. Vodacom Mobile Advertising
  • 75. Vodacom Mobile Advertising offering Over 28 million adult South Africans own or have access to a Choose from our portfolio of world-class mobile advertising cellphone, the majority of whom are Vodacom customers. solutions to: Vodacom Mobile Advertising offers a variety of products that • Maximise your traditional marketing campaigns enable marketers to reach both prepaid (LSM 1-6 bias) and • Effectively target your campaigns by location, postpaid (LSM 7-10 bias) subscribers. We also offer marketing demographics and other criteria solutions that enable you to reach non-Vodacom subscribers. • Generate immediate responses • Quickly gain intelligent market insights With Vodacom Mobile Advertising, you can target a specific • Deliver rewards in the form of airtime, coupons, vouchers mobile audience and engage them via SMS, video, multimedia or content directly to a customer’s cellphone messaging or the mobile web. You can also drive sales by delivering coupons directly to their cellphones. SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 75
  • 76. Vodacom Mobile Advertising offering Fast Facts SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 76
  • 77. Vodacom Mobile Advertising offering SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 77
  • 78. Vodacom Mobile Advertising offering SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 78
  • 79. Vodacom Mobile Advertising offering SOURCE: Over 6 million of Vodacom’s subscribers visit the Vodafone live! mobile portal every month.#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 79
  • 80. Vodacom Mobile Advertising offering SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 80
  • 81. Vodacom Mobile Advertising offering SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 81
  • 82. Vodacom Mobile Advertising offering SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 82
  • 83. Vodacom Mobile Advertising offering SOURCE:#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 83
  • 84. MOBILE HANDSETSON PLATFORMS#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 84
  • 85. Connected device footprint in South Africa Mobile devices used on various platforms#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 85
  • 86. MOBILE MEDIATHE FUTURE#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 86
  • 87. Augmented Reality Augmented reality finds its way onto a Rolling Stone Magazine cover “Scan the cover using Layar”#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 87
  • 88. “Mobile Smartphone penetration will continue to drive Mobile Web usage in Africa more so that App usage, as the African smartphone user has access to 3G more so than Wi-Fi which is the primary app download connectivity point. 2013’s key challenge will be to improve content discoverability on the Mobile web beyond content sites and towards relevant information sources.” Brett St Clair Head of New Products and Services Sub-Saharan Africa Google#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 88
  • 89. THE END!THANK YOU#MOBILEINAFRICA THE POTENTIAL FOR MOBILE MEDIA IN AFRICA SLIDE 89
  • 90. CONTACT DETAILS JON HOEHLER Jonathan is the manager for Mobile Technologies at Deloitte Digital in South Africa as well as an active committee member of Mobile Monday South Africa. jhoehler@deloitte.co.za jonhoehler +27 83 712 2534 @JonHoehlerANDREW McHENRY With twenty years experience in the information technology industry, spanning software, hardware and custom application development. Currently consulting in the Social, Location and Mobile (SoLoMo) sectors covering all OS’s, all devices, hardware, software and solutions with a focus on Africa. andrewmchenry65@gmail.com andrewmchenry1 +27 78 613 7090 @AndrewMcHenry

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