Mobile Advertising
Revenue P t ti l of Mobil S
R Potential f M bil Search
le
l h
Budapest, 27 Nov 2007
p ,
Dr. Martin Widmer – namics ag / Publ
ligroupe
Bern, Frankfurt, Hamburg, Munich, St. Gallen, Zug, Zuri
ich
www.namics.com

Agenda
» namics & Person
» The Drivers of Mobile Internet
t
» Mobile Advertising Trends
» Strategic Aspects - Players
» Dimensions of Mobile Search
» Other Local Advertising
2 www.namics.com

namics & Person
3 www.namics.com

namics Key Data
» Leading Swiss internet agency with strong presence in the
y
German market
» Focus
» Facts and figures
– founded 1995 as a spin-off of the University of St. Gallen
f y
– 200 employees, revenue 2006 CHF 26.3 mio.
– Locations: Bern, Frankfurt, Ha
amburg, Munich,
St. G ll
St Gallen, Zug, Zurich
Z Z i h
– 90% PubliGroupe SA,
10% company management ( Partners)
% p y g (13 )
4 www.namics.com

An Overview of our Swiss Cu
ustomers
5 www.namics.com

An Overview of our German Customers
6 www.namics.com

P t
Partnerships: Certified St ff a d S l ti
hi C tifi d Staff and Solutions
- Microsoft Certified Partner
- IBM Business Partner
- DAY Premier Partner
- Opentext Affinity Partner
- Interwoven Ultrateam Partner
- RedDot Solution Partner
- Infopark Partner
- Scholl Weblication Partner
- Hybris Advanced Partner
- melin Full Service Partner
- Google Enterprise
Professional Partner
- TYPO3 Partner
- Eurospider Partner
- Watchfire Technology Partner
- WebSideStory Alliance Partner
- aspectra Hosting Partner
- contentXXL Solution Partner
- FileNet ValueNet Partner
- Uni St. Gallen, Partner
7 www.namics.com

My Person
» Senior Consultant & Deputy Bu
usiness Unit Manager
» 10 Years experience with media in the Internet
» 10 Years experience in the field of mobile services
d
» 4 Years at sunrise (TDC Switzeerland) in product
development and strategy in th mobile division
he
» 8 Years ago building up Jippii S
Switzerland (Mobile
Entertainment, WLAN, Fix voic
ce)
8 www.namics.com

The Drivers of Mobile Internet
e
9 www.namics.com

R
Rogers: Ad i of I
Adaption f Innovations (3 Devices)
i 3G D i )
….
…
Early Late
majority majority
Early Laggards
Adopters
Innovators 2.5% 13.5% 34% 34% 16%
Adoption time of innovations
10 www.namics.com

Open Darwin (Nokia S60 3rd Edition Browser)
d
» HTML 4.01, XHTML 1.0, CSS 1, 2, 3 (partially), DOM 1,
2, SVG-Tiny
» Netscape style plug-ins such a FlashLite and audio
as
11 www.namics.com

75% of the M bil Ph
% f h Mobile Phones h
have Internet C
In Capabilities
bili i
[Online Publishers Assocation/tns, 03/07]
12 www.namics.com

EU Wh C
EU: What Content i A
is Attracting Mobile I
i Mobil Internet U
Users?
?
Location critical information is highly demanded:
l
Weather Sports Events News!
r,
r Sports, Events,
[Online Publishers Assocation/tns, 03/07]
13 www.namics.com

Mobile Advertising Tr
rends
14 www.namics.com

The Market is Moving
15 www.namics.com

Interesting Segments & Serv
vices (AdMob.com)
AdMob.com
AdMob com Sales (08 > 09)
8 billion ads served
40% growth in our top markets
» Driver: Mobile Internet penetrat
p tion
» Content: News has overtaken E
Entertainment
» S
Segments: Not only J b seg
t N t l Jamba gment, but 25-34 years
t b t 25 34
[M:Metrics / AdMob.com, 09/07]
16 www.namics.com

Local Acceptability of Mobile Advertising
Frrance, Italy & Spain:
High acceptabilit of advertising funded content!
ty
[Online Publishers Assocation/tns, 03/07]
17 www.namics.com

Triggering Media > for Mobile Content (by Type)
e
PC/Intern & TV as major trigger!
net
[Online Publishers Assocation/tns, 03/07]
18 www.namics.com

Display Example: Mobile Ad (Banner pull Example)
Landing page SMS altert Test drive
Entering Portal
Mobile content
Inter. campaign SMS altert
19 www.namics.com

Strategic Aspects - Pl
layers
20 www.namics.com

Mobile Advertising Players
Agency Netw
work Distribution
21 www.namics.com

Commercial Ad Value Chain
Search
Ad Client Ad Agenccy Ad Network Media Customer
(market (Creative, (Commercial, (Portal, (Find, buy,
product) Budgets) Delivery) Application) read, see)
Industry roles
A
Direct-to-consumer
Occupied
Ad Provider
(all)
(Google, AdMob)
B
Platform Provider O
Occupied
Ad
(Double Click, (budg allocation,
get Media
Sales
24/7 Real Media) Transac
ction, settlement)
C
Ad Agency Occupied
(4th Screen Media, (research, SEO, Ad Network
namics, OMD) campaigns)
D
Ad Driven Media Occupied
(YouTube, FT, Ad Network & Agency (customer focus, retention,
Facebook) targetting)
22 www.namics.com

Looking for a Partner
World wide Reach Local Reach
1.
1 Mobile Search 1. Mobile O
1 M bil Operators Portals
t P t l
2. Global Media 2. Local Media
3. In-Application 3. Mobile Search
» Over global network partner: » Over local Ad network
Google, Yahoo, AdMob,
Google Yahoo AdMob Nokia partner: 24 / 7 Media
Media,
Ad Service DoubleClick
Rea your customers:
ach
Depending o historic industry separation!
on
23 www.namics.com

Dimensions of Mobile Search
e
24 www.namics.com

Mobile Search Trends
Google Search Nokia Search Local.ch Search
» Output: Partly with map material
» Input: Search based, v
very little GPS functionality
25 www.namics.com

Nokia Search
» Integration with Smart2Go
» Nokia was acquiring Navteq
26 www.namics.com

Off-Portal Mobile Search
» Mobile Device is used in a loca
ation critical context (town, street)
» Mobile Search is not yet local (country level only)
Mobile Search Desktop Search
27 www.namics.com

On Portal Search > how Loca
al?
O2 Active Mobile Portal
Mobile Search is Public Google
Search for “Bie
ergarten” >>
Little O
On-Portal search =
Limited local effect (Google as the benchmark)
28 www.namics.com

Google Mobile Search
» Business model
– Cost-per-Click – CPC
– Max. CPM: US$0.01 to
US$100.00
» Technology
– wml (WAP 1.x)
– xhtml (WAP 2.0)
– chtml (imode usw.)
» AdWords experiences
– e/m-Commerce site
e/ Co e ce s e
– CTR for brands: 40%
– CTR for products: 4%
p
29 www.namics.com

Yahoo Go! – Mobile Web 2.0
0
» Market potential:
– Telefonica deal:
Potential of
100’000’000 users
– Client Downloads:
400’000 (06/07)
30 www.namics.com

What Role Plays Mobile Search
A 3rd Party Providers micro sites
Jamba, Minick, Infospace 6
Client Software
Index
1
B Directory Information
4
Phone book directory 3
2
C Communic. / Media / Commerce
5
Grown-up Internet
31 www.namics.com

Mobile SEO (e.g. Google)
www.google.ch/xhtml
Conversion
Mobile search
Keyword input
´namics´
2nd: Japanese examples
Google XHTML
Sitemap
32 www.namics.com

local.google.com vs. Qype
» Search „Burger & „Berlin
Burger“ Berlin“
Qype
local.google.com
33 www.namics.com

Conclusion: Reach Customers with Mobile Search
World wide Reach (TLD) Local Reach (Country level)
» Media: Search dot mobi
Search, dot.mobi, » M di M bil O
Media: Mobile Operators,
t
Media Portals, Internet Search, Media Portals,
Players, pre Installed
pre-Installed Print2Mobile, Online2Mobile
» Service: Web, Games, Java- » Service: SMS, MMS, Web
Cient
» Reach (segments):
» Reach (depending on): – Entertainment / Community:
– Broadband penetration 18 – 34 years
– Broadband prices – News / Info: 25 – 44 years
Mobile Search:
Popular on wo wide scale but not yet local!
orld scale,
34 www.namics.com

Other Local Advertising
35 www.namics.com

GPS Devices
» Devices with integrated GPS
receiver
» GPS is only „Outdoor“
» As navi device replacement
» Currently in high-end smart
phones
» Very expensive
mass market (50%)
of GPS phones:
in 2-3 years!
36 www.namics.com

GPS Enabled Search: gps.as
sk.com
GPS-in prepared
37 www.namics.com

Smart2go (Nokia)
» Pre-condition: GPS Receiver (exte
( ernal or internal)
)
» Free usage, download of POI’s, P
POI-Sharing, Guides
38 www.namics.com

An Other Way of Mobile Adve
ertising
» Zattoo is over proportional use on Laptop on
ed
the road (WLAN)
» Zattoo knows
– IP Adress
(location)
– Name
– E-Mail
– Preferences
(similar the key
words)
39 www.namics.com

Thank you for your attentio
on!
martin.widmer@namics.com
Bern, Frankfurt, Hamburg, Munich, St. Gallen, Zug, Zuri
ich
40 www.namics.com

Contact
Dr. Martin W
Widmer
E-Mail: martin.widmer@namics.com
E Mail: martin widmer@namics com
GSM: +41 76 573 02 75
Skype: milli_0815
XING: https://www.xing.co /h /M ti Wid
XING htt // i om/hp/Martin_Widmer/
/
41 www.namics.com