2nd Study on Mobile Marketing Spending
in Spain
November 2009



                             Sponsored by
Index   Objectives and Methodology
        Marketing Mobile Scope
        Marketing Mobile Spending
          • Worldwide ...
Index




        Objectives and methodology
        Marketing Mobile Scope
        Marketing Mobile Spending
        Futu...
2nd Study on Marketing Mobile Spending: Objectives
This second wave of the study on marketing mobile spending in Spain cov...
Participant enterprises on 2009 Study
Surveys have been collected during July to October 2009.
In this edition, 21 associa...
Index




        Objectives and methodology
        Marketing Mobile Scope
        Marketing Mobile Spending
        Futu...
Mobile Marketing definition
Mobile Marketing is a set of practices that enables organizations to
communicate and engage wi...
Index




        Objectives and methodology
        Marketing Mobile Scope
        Marketing Mobile Spending
        Futu...
World Marketing Mobile investment
Evolution
Marketing Mobile will represent a global market near 7.500 million dollars.on ...
Investment in advertising in Spain
Forecasting 2009
Different forecastings reflect a serious crisis on advertising market ...
Investment in Marketing Mobile in Spain.
Evolution
Despite the crisis on advertising market, activity during 2009 will exc...
Investment in Marketing Mobile in Spain.
Evolution
Forecasting with average growth of 40% is optimistic. This forecasting ...
Investment in Marketing Mobile in Spain.
Evolution
The Forecasting of investment increases is optimistic, however it is mo...
Investment in Marketing Mobile in Spain
Investment by typology
In 2009 Marketing and Mobile advertising will be a 32,3 mil...
Investment in Marketing Mobile in Spain
Investment by typology
Internet Mobile is still the most important activity in ter...
Investment in Marketing Mobile in Spain
  Investment by typology: Internet Mobile
  Internet Mobile is one of the main lev...
Investment in Marketing Mobile in Spain
Investment by typology: Internet Mobile
Applications and Advergamings show a growi...
Investment in Marketing Mobile in Spain
  Investment by typology: Internet Mobile
  Messenger is making up positions in 20...
Investment in Marketing Mobile in Spain
Investment by concept
Media buying represents 12,5 millions (€) in 2009, it reflec...
Investment in Marketing Mobile in Spain
Investment by sectors %
Automotive and Travel are the most active sectors during t...
Investment in Marketing Mobile in Spain
Investment by sectors millions (€)
Seven main sectors group 58% of total investmen...
Investment in Marketing Mobile in Spain
Investment by type of portal
Forecasting states that investment in Off portals is ...
Index




        Objectives and methodology
        Marketing Mobile Scope
        Marketing Mobile Spending
        Futu...
Sector Development
Current development areas

The main development areas mentioned by associated are in
relation with the ...
Future trends
Technological dependence
Tariffs and terminals are essential on sector development, however, contents develo...
Future trends
Formats with higher future
Contents and applications are considered the formats with higher future. This is ...
Future trends
Formats with higher future: Reasons


                     Contents and applications                       “...
Future trends
Formats with higher future: Reasons

    16%.             Mobile internet(display)                      “int...
Future trends
 Services with greater demand
 The ability to surf the internet will mean a higher use of applications, down...
Future trends
Marketing and communication elements
It is vital the direct approach to customer, supported by economic resu...
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MMA II Study of Investment in Marketing and Mobile advertising Spain

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MMA II Study of Investment in Marketing and Mobile advertising Spain

  1. 1. 2nd Study on Mobile Marketing Spending in Spain November 2009 Sponsored by
  2. 2. Index Objectives and Methodology Marketing Mobile Scope Marketing Mobile Spending • Worldwide spending • Adex in Spain • Spain spending 2007-2009e • Spain spending evolution estimations :2009e – 2012e • Spending by typologies › Mobile Internet › Applications and Advergaming › Messengers • Spain by Concept: Creativity/ Technology/ Media Buying • Spending by sectors • Spending by type of portal Future Trends • Actual develop areas • Technology • Formats with more future • More asked formats • Marketing and communication issues 2
  3. 3. Index Objectives and methodology Marketing Mobile Scope Marketing Mobile Spending Future Trends 3
  4. 4. 2nd Study on Marketing Mobile Spending: Objectives This second wave of the study on marketing mobile spending in Spain covers the next objectives: • To quantify the investment on marketing and mobile advertising. • To analyze and to spread the sector economic relevance. In order to achieve that, a methodology based on the collaboration with other MMA associated companies have been accomplished. They have expressed their point of view about the sector throughout the following surveys. atuve uantitvey Q ur This survey aims to get information about done and/or received investment S tative It allows us to have a knowledge about challenges, forecast and point of view about Quali vey marketing mobile in Spain. Sur 4
  5. 5. Participant enterprises on 2009 Study Surveys have been collected during July to October 2009. In this edition, 21 associated companies have taken part in the study. They represent the different typologies that MMA represents. • Mobile phone operators • Interactive agencies. • Technology and contents creators. • Marketers % of participant companies typology according to their declaration on surveys. Mass media marketer 11%7% Techonolgy 32% Contents providers 32% 18% Agencies Mobile phones operators 5
  6. 6. Index Objectives and methodology Marketing Mobile Scope Marketing Mobile Spending Future Trends 6
  7. 7. Mobile Marketing definition Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network What does marketing mobile contain? Mobile Marketing Contents and Mobile advertising Cuponning Proximity Voice Messenger applications Display Bluetooth SMS Applications Geomarketing Search MMS Advergaming (LBS) Fuente: MMA 7
  8. 8. Index Objectives and methodology Marketing Mobile Scope Marketing Mobile Spending Future Trends 8
  9. 9. World Marketing Mobile investment Evolution Marketing Mobile will represent a global market near 7.500 million dollars.on 2011. Marketing mobile investment in the whole world (2007-.2012e)(Million Dollars) 16 14 12 10 8 6 4 2 0 2007 2008 2009 2010 2011 2012 Marketing investment in the world Source: Gartner September 2009 9
  10. 10. Investment in advertising in Spain Forecasting 2009 Different forecastings reflect a serious crisis on advertising market in Spain The only growth media is the interactive one. Forecasting % variation on advertising investment 6,6 6,7 2,7 2,9 Total advertising Tv The Internet -19,2 -20,6 -24,8 -24,6 Mobiles -29,2 -30,1 Infoadex 1st Half 09 Arce I2p 2009e Zenith Vigia 2009e Source: Infoadex june 2009, Arce Media September 2009, Zenith Media October 2009 10
  11. 11. Investment in Marketing Mobile in Spain. Evolution Despite the crisis on advertising market, activity during 2009 will exceed 32 million (€), with a 13,3% growth versus 2008 for all marketing mobiles activities. Evolution of Marketing mobile in Spain +13,3% +89% 32,3 28,6 15,1 2007 2008 2009e Marketing mobile investment in Spain Source: Quantitative and qualitative survey MMA. Spain. 2009 Including technology, production and investment 11
  12. 12. Investment in Marketing Mobile in Spain. Evolution Forecasting with average growth of 40% is optimistic. This forecasting is more prudent than Gartner estimations. Marketing mobile investment evolution. CAGR 2009 - 2012: 40% +48% +51% 105,7 +47% +13,3% 71,4 +89% 47,4 28,6 32,3 15,1 2007 2008 2009e 2010e 2011e 2012e Source: Quantitative and qualitative survey MMA. Spain. 2009 Including technology, production and investment 12
  13. 13. Investment in Marketing Mobile in Spain. Evolution The Forecasting of investment increases is optimistic, however it is more moderate than on 2008 MMA Study. Estimated Investment for 2009, is more realistic, because the interactive media are the only one that will grow. Evolution of investment increases (%) on marketing Mobile. Forecast. 2009 vs 2008. 2009 study Great expectatives fall down. 2008 study 98,0% 89,0% 85,0% 46,5% 50,7% 13,3% 2009e 2010e 2011e Source: Quantitative and qualitative survey MMA. Spain. 2009 Including technology, production and investment 13
  14. 14. Investment in Marketing Mobile in Spain Investment by typology In 2009 Marketing and Mobile advertising will be a 32,3 million (€) market in Spain. New investment on Social networks represents a volume of nearly 1 million (€). Evolution of Marketing mobile investment by typology in Spain ( 2007-2009e) (million €) 11,64 9,06 2007 5,82 2008 2009e 3,56 1,29 0,97 Applications Proximity Messenger Internet mobile Voice Social networks Source: Quantitative and qualitative survey MMA. Spain. 2009 Including technology, production and investment 14
  15. 15. Investment in Marketing Mobile in Spain Investment by typology Internet Mobile is still the most important activity in terms of volume. However, other typologies as Applications and Advergamings are increasingly important thanks to the new terminals. Evolution of investment in marketing mobile by typologies in Spain (2007-2009e) 3% Social Networks 4% 22% 33% Voice 13% 36% 12% Internet Mobile 29% 18% Messenger 32% 11% Proximity 36% 23% 28% Applications 2007 2008 2009e Source: Quantitative and qualitative survey MMA. Spain. 2009 Including technology, production and investment 15
  16. 16. Investment in Marketing Mobile in Spain Investment by typology: Internet Mobile Internet Mobile is one of the main lever for marketing mobile with an investment of 11,6 million (€) for 2009. Most part of this investment is directed to the buy of banners (it represents the 74% of total investment on Media). The 6% is invested in Search. Evolution % investment * Evolution Investment* (millions €) % Investment per Concept % Investment per action type 36% 33% 11,64 9,52 8% 18% Search 6 22% 74% 94 3,39 Display Media buying Techonolgy Creativity 2007 2008 2009e 2007 2008 2009e Source: Quantitative and qualitative survey MMA. Spain. 2009 Including technology, production and investment 16
  17. 17. Investment in Marketing Mobile in Spain Investment by typology: Internet Mobile Applications and Advergamings show a growing evolution, becoming on 2009 the second investment typology. More than 9 million (€) are mostly invested in technology, due to it relevance on development. Creativity is important too. Evolution investment*(%) Evolución Investment* ( millions €) % Investment per Concept 36% 9,06 28% 6,53 23% media buying 5,38 23% 5% technology 72% creativity 2007 2008 2009e 2007 2008 2009e Source: Quantitative and qualitative survey MMA. Spain. 2009 Including technology, production and investment 17
  18. 18. Investment in Marketing Mobile in Spain Investment by typology: Internet Mobile Messenger is making up positions in 2009, reaching 18% of total investment. About 6 millions (€) are spared evenly on media and technology. Creativity relevance is not very high. SMS are still the most used Evolution % investment* Evolution investment* million € % Investment by concept % Investement by type od action 18% 5,82 5% 13% mms 19% 12% 50% 45% 3,44 1,92 sms 81% Compra de Medios Tecnología creatividad 2007 2008 2009e 2007 2008 2009e Source: Quantitative and qualitative survey MMA. Spain. 2009 Including technology, production and investment 18
  19. 19. Investment in Marketing Mobile in Spain Investment by concept Media buying represents 12,5 millions (€) in 2009, it reflects 39% of total investment. % Investment by concept 2009 Investment by Concept 2009 (Total Mobile Marketing) 8 5 5 14.860 15 25 23 18 12.580 45 60 46 75 65 72 74 50 35 4.842 39 15 10 5 5 Internet Messenger LBS Applications Social Voice total mobile networks Media buying Techonoly/production Creativity Investment (millions €) Source: Quantitative and qualitative survey MMA. Spain. 2009 19
  20. 20. Investment in Marketing Mobile in Spain Investment by sectors % Automotive and Travel are the most active sectors during this year. In consumer goods sector, Beauty industry highlights achieving the 9% % of investment* in Mobile Marketing per sector. 16% 13% 9% 8% 7% 7% 5% 5% 4% 4% 2% 2% 2% 1% 1% Automotive Beauty Beverages Energy Equipments Services Transports and Distribution and Finance Culture Leasure time and Health Cleaning Foods Telecommunications restoration travelling sports Source: Quantitative and qualitative survey MMA. Spain. 2009 Including technology, production and investment 20
  21. 21. Investment in Marketing Mobile in Spain Investment by sectors millions (€) Seven main sectors group 58% of total investment, representing more than 2 millions € each. Mobile Marketing investment by sector million € 5.223 4.232 2.932 2.656 2.227 2.186 1.576 1.528 1.301 1.164 767 650 502 275 164 Leasure time and Telecommunications Transports and Distribution and Beverages Equipments Cleaning Beauty Energy Automotive Finance Culture Food Health Services restoration travelling sports Source: Quantitative and qualitative survey MMA. Spain. 2009 Including technology, production and investment 21
  22. 22. Investment in Marketing Mobile in Spain Investment by type of portal Forecasting states that investment in Off portals is increasing. Investment* in off and on portals(%) 22 33 50 78 67 50 2009e 2010e 2011e on portal off portal Source: Quantitative and qualitative survey MMA. Spain. 2009 Including technology, production and investment 22
  23. 23. Index Objectives and methodology Marketing Mobile Scope Marketing Mobile Spending Future Trends 23
  24. 24. Sector Development Current development areas The main development areas mentioned by associated are in relation with the economic revitalization of the sector: • Real flat fees: for offering value added to the user, as tv on mobile telephones or in the internet. • More capacity for the users to obtain real time information. • LBS systems will mean more value for the user. • Innovation throughout formats and creativity. Applications and adapted contents are essential for development. • Advertisers would have to have higher knowledge and channel will have to be integreated on communications strategies. • Permission Marketing databases. 24
  25. 25. Future trends Technological dependence Tariffs and terminals are essential on sector development, however, contents development area provides a closer look at business. How does tech dependence affect to the development of the following factors? 2,9 High 3 2,6 2,6 2,5 2,4 2,3 2,2 1,9 Medium 2 Low 1 Data flat fees Handset and New Contents Networks The internet standard New operative terminalas applications development regulation and systems and development development platforms development Source: Quantitative and qualitative survey MMA. Spain. 2009 25
  26. 26. Future trends Formats with higher future Contents and applications are considered the formats with higher future. This is because advertisers have a great interest on it. Formats with higher future (% agreement) 22% 20% 20% 16% 10% 6% 4% Contents and Internet Mobile Messenger (SMS, Display Bluetooth and Cupponing Voice applications (inc. advertising MMS) LBS Advergaming and (search) (geomarketing) widgets) Source: Quantitative and qualitative survey MMA. Spain. 2009 26
  27. 27. Future trends Formats with higher future: Reasons Contents and applications “Essential on new ways of advertising” Including advergaming y widgets “Differentiator 22% “specific target” 1st position “Operators are betting for widgets” “The most important thing at campaigns” 20% Mobile internet(search) “Google Search model” 2nd position “User has an increasingly need to look for information wherever he/she is” “mature market, low price” Messenger (sms and mms) “advertisers are familiar with it” 20% “powerful with interactivity” 3er position “SMS will live for longer” “coverage, immediacy and familiar media” Source: Quantitative and qualitative survey MMA. Spain. 2009 27
  28. 28. Future trends Formats with higher future: Reasons 16%. Mobile internet(display) “internet and mobile are like brothers” 4ºth position “surfing in the internet capacity and flat fees” 10% Proximity (bluetooth and LBS) “LBS: direct utility for the user.” 5th position “Relevance and capacity for segmentation” “but… not very massive and kind of intrusive” 6% Cuponning 6th position “Measuring capacity” 4% Voice “it does not depends on downloading” 7th position “it is simple and it interacts with other services” Source: Quantitative and qualitative survey MMA. Spain. 2009 28
  29. 29. Future trends Services with greater demand The ability to surf the internet will mean a higher use of applications, downloads and social networks at real time. What services do you think are going to be more accepted and demanded by mobile users? 2,94 High 3 2,72 2,56 2,56 2,44 2,39 2,39 2,33 2,11 Medium 2 1,67 Low 1 Internet Messenger social Search Applications video widgets Cuponning LBS 2d mobile networks engines and advergaming Source: Quantitative and qualitative survey MMA. Spain. 2009 29
  30. 30. Future trends Marketing and communication elements It is vital the direct approach to customer, supported by economic results and analysis that confirm its efficiency. What variable do you thing is more helpful for enhancing mobile marketing services? Very useful 5 4,2 4,1 Quite useful 3,7 3,6 4 3,4 3,1 3,0 Indifferent 3 Few 2 Not useful 1 Visits of Studies The internet mobile marketing Fairs Events Advertising on commercials association mass media Source: Quantitative and qualitative survey MMA. Spain. 2009 30

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