2. ‘MOBILE PHONES WILL REPLACE TV AS MOST IMPORTANT MEDIUM FOR ADVERTISERS.’ Andrew Robertson - CEO, BBDO ‘IT OUGHT TO BE PHENOMENALLY POWERFUL AND MORE IMPORTANT THAN TV. SO WE SHOULD BE SPENDING 50% OF OUR MARKETING BUDGET HERE…’ James Eadie -Coca-Cola Marketing Manager ‘I BELIEVE THAT MOBILE COULD BE ONE OF THE GREATEST MEDIA PLATFORMS EVER CREATED. IT COULD RIVAL TELEVISION, THE INTERNET AND LITERALLY ANYTHING.’ Peter Chernin, COO of News Corp
3. HIGH EXPECTATIONS MEANS WE FORGET… THE SIZE OF THE CHANNEL: THERE ARE NOW MORE MOBILE DEVICES THAN TELEVISIONS AND COMPUTERS COMBINED THE TECHNOLOGY: NOKIA BECAME THE LARGEST PRODUCER OF CAMERA DEVICES GLOBALLY THE NUMBER OF SMARTPHONES = FACEBOOK USERS PENETRATION OF 3G AT 12% GLOBALLY CURRENT CONSUMER USAGE: APPLE HIT 3 BILLION APP DOWNLOADS IN 18 MONTHS MOBILE INTERNET TRAFFIC OUTPACES DESKTOP INTERNET IN IT’S FIRST FIVE YEARS
4. BOLD FUTURE PROJECTIONS “WE BELIEVE MORE USERS WILL CONNECT TO THE INTERNET VIA MOBILE THAN DESKTOP PCS WITHIN FIVE YEARS” – MORGAN STANLEY MOBILE INTERNET REPORT BY 2013 MOBILE AD SPENDING TO SURPASS $13BILLION – GARTNER “THE NEW RULE…MOBILE COMES FIRST” (AFTER THEIR ACQUISITION OF MOBILE FIRM ADMOB FOR $750MILLION) – ERIC SCHMIDT, GOOGLE CEO
5. Question If someone had told you 10 years ago that the internet or even social media would be as big as it is, would you have done things differently?
7. USA AUSTRALIA UK GERMANY JAPAN SPAIN CHINA ITALY TURKEY BRAZIL RUSSIA SOUTH AFRICA INDIA Mobile Vs Internet Penetration (Size of bubble indicates size of population) CIA World fact Book & Internet World Stats Est 2009
8. Usage before 2008 Usage in 2008 Usage beyond 2008 Voice Text Personalisation(ringtones, wallpapers) Email Photo Alarm clock Internet Music Video streaming / download Ticketing / coupon Video phone TV Radio Shopping Banking Loyalty cards Remote control Social
9. MOBILE IS ABOUTTO EXPLODE… Declining Costs Speed of Connection (3G/4G) Handset Development Universal Standards in Place
14. 1 Contextual Takes into consideration where you are, what time of day it is, previous behaviour, resulting in the most appropriate message being delivered
15. 2 High response rates Click through rates for mobile banner campaigns average 1-2% and text messages are more likely to be read than any other media and quickly (96% within two minutes)
16. 3 Makes other media interactive By putting a text call-to-action on other media it becomes an interactive experience
21. 6 Multi-purpose Mobile can be used for everything from brand awareness and sales to CRM and loyalty, and has a potential role to play in any campaign.
27. “MOBILE IS THE MOST OVER-HYPED MEDIUM IN THE SHORT TERM AND THE MOST UNDER-HYPED MEDIUM IN THE LONG TERM.” MARTIN SORRELL, CEO, WPP
Editor's Notes
Every year for the last 5 years, certainly the last two, we hear that ‘this is the year of mobile.’ I’m not going to tell you that! Instead, what I am going to tell you is that there are several factors coming together which mean that we’re on the cusp of profound change for mobile marketing.
It’s overhyped so we forget to look at how far it’s come and the size of the opportunity…But actually the mobile marketing industry has developed more, faster, than anyone imagined.. Largest mass market channel in world: 6.8 Billion people – 4.7 Billion Mobiles, 1.2 Billion TVs, 1.2 Billion computers 70% mobile penetration vs. 26% internet penetrationNokia shipped 200Million units camera enabled handsets in 2007Between 350-400 Million users (and actually 25% of all Facebook users access via their mobile)Apple 3 Billion apps – earned them $2.4Billion per yearIf you compare first 5 years of mobile internet, it’s growth outpaces desktop – expected to hit 1Billion in 3-5 years
And both advertisers and mainstream companies are responding to new predictions, which are more bold than ever!
Because that’s what I’m telling you today about mobile! It won’t happen today, but it will happen quickly (3-5 years). Social nets built empires overnight - Facebook (only one social network site) is 6 years old and worth $Billions! (15 Billion)So the question for me is which side of this adoption curve do you want to be on? With an opportunity to connect with everyone, everywhere, to customize messages and drive interaction – can you afford not to embrace mobile?
Because that’s what I’m telling you today about mobile! It won’t happen today, but it will happen quickly (3-5 years). Social nets built empires overnight - Facebook (only one social network site) is 6 years old and worth $Billions! (15 Billion)So the question for me is which side of this adoption curve do you want to be on? With an opportunity to connect with everyone, everywhere, to customize messages and drive interaction – can you afford not to embrace mobile?
Globally, 70% mobile penetration vs. 26% internet penetrationItaly has highest mobile penetration in Europe, 3G at 40% (2nd only to Spain), Smartphone penetration 30% (highest in EU)
Changing how we behaveIt’s now a lifestyle hub, a mini-computer and we’re growing more attached to our phones!
There are a few key factors which are igniting growth in the mobile sector (both in terms of advertising, but also usage and adoption):Smartphone sales up 24% in 2009 vs. 2008 (Gartner3G expected to hit 70% in Europe in 3 years, USA already on 4G (75 million in next year)Standards – Standard Apps BoardFlat Rate Data Charges – will increase to meet consumer demand
And for us, as advertisers, it’s creating new ways to engage our target. And, although Apps capture the majority of headlines, there are myriad other tactics to connect with any audience. No longer dominated by youth…mobile web users are getting older, SMS is accepted by everyone, and even app usage is diversifying.
Aside from being the largest channel in the world, for me the exciting part is it’s versatility - It’s one of the most diverse and accountable channels in the world!
ContextualHigh response ratesMakes other media interactive Targeted and personalMulti-purposeDriving sales
BMW: 30% conversion rate by sending out custom MMS messages to consumers before winter to remind them to buy tyres for their specific car type
L’Oreal: 40% response rate to their hair styling promotion, featuring footballer Billy Wingrove (Tottenham Hotspur) in which guys could win tickets to the highly coveted Madrid vs. Barcelona football match
Toni&Guy: Including a call-to-action shortcode on outdoor adverts at bus-stops and phone booth encouraged consumers to find their nearest salon and receive a voucher for 20% off. The response rate was 7% for adults 15-35, with 25% of consumers clicking the link for more information.
Novartis: A mobile pollen alert service helped the 12 million hay fever sufferers in the UK manage their allergies and medication. The opt-in text service delivered a pollen count specific to their location, helping them determine the need for medication. At the end of the season, 91% said they would subscribe again and 56% said they would be willing to pay for the service!
Walkers: Created a promotional mechanism via mobile, where consumers purchased product and texted in a unique code for chance to win. Over 6% of total UK population participated. Largest SMS campaign ever in Holland, More than 15 Million entries and 10% increase in sales.
Nike: Looking to launch their new Sportswear line, Nike (India) wanted to ‘publish’ a mini catalogue of the new line. Recognizing the importance of mobiles in their consumer’s lives, they created QR codes which could deliver virtual catalogues to mobile devices simply by taking a picture. Over 1.5Million downloads of the reader, with 27,000 rich media catalogues delivered to consumers
Axe Wake Up Service…1Million site visits in one month, with 200K participants downloading the application Profound insight, refreshed content, link to sales, CRM, personalized,
Now, you’re probably thinking that only works in Japan where they can get away with slightly more edge…so, here’s something we did for other markets where the Axe effect still exists, but in a less sexual way. 20K downloads, 30K visits to WAP site – Award Winning at Cannes
Aside from being the largest channel in the world, for me the exciting part is it’s versatility - It’s one of the most diverse and accountable channels in the world!
Aside from hardware, emerging opportunities
With their recent acquisition of Quattro, Apple is now an ad serving platform – They recently unveiled iAd, a mobile ad service which will allow adverts to run in Apps. This isn’t revolutionary but two things are: 1) It won’t interrupt the user journey (most apps kick you out of them if you click on an ad), and 2) Speculation suggests it will be linked to itunes database so you have hyper-targeting abilities. There are still shortcomings (reach/scale), price, etc but we think this will do wonders for the industry, attracting new dollars and encouraging consumers to click (as ads will be more relevant to them).
