Location-based Mobile Ad: A Lesson From Japan
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Location-based Mobile Ad: A Lesson From Japan

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A Web 2.0 Expo Europe talk, provided by Cirius Technologies, Inc.

A Web 2.0 Expo Europe talk, provided by Cirius Technologies, Inc.
from Tokyo, Japan.

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  • Full Name Full Name Comment goes here.
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  • thx for sharing, btw it's kinda difficult to cooperate with operators in other asian countries :(
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  • Thanks for sharing!!!
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  • For Europe-based companies, a clear glimpse of the future.

    Some of the case studies really bring home the need to integrate mobile into mainstream campaigns to drive up the effectiveness of ad spend.

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Location-based Mobile Ad: A Lesson From Japan Location-based Mobile Ad: A Lesson From Japan Presentation Transcript

  • Location-based Mobile Ad: A Lesson From Japan
    • Gen Miyazawa
    • Ren Ando
    • Cirius Technologies, Inc.
    • Oct 23, 2008
  • Introducing speakers Gen Miyazawa Ren Ando
    • Founder and CEO
    • Established the company in 2004 after graduating The University of Tokyo.
    • Authored 3 books such as “Mobile 2.0”, published in Japan.
    • Director, Product Development
    • Responsible for ad server product strategy, roadmap and engineering strategy.
    • Previously worked on web product planning at Microsoft in Redmond.
  • A little about us…
    • A mobile ad technology company.
    • Founded in 2004 in Tokyo.
    • Running a few mobile advertisement platforms including “AdLocal”.
    • AdLocal is a location-based mobile advertising service using GPS and Cell-IDs.
    About Cirius Technologies, Inc.
  • Tell us a little about you…
    • How familiar are you with the Japanese market?
    • Any specific impression of the Japanese mobile market?
    • Any specific topics you are interested in hearing today?
    • Japanese mobile market trends
    • Japan’s rising mobile ad market
    • Location-based mobile ads and Case Studies
    • Opportunities for the European mobile market
    Agenda - -
  • Part I: Japanese Mobile Market Trends
  • Overview Japanese mobile market from these aspects;
    • Growth of the mobile population
    • Paid contents
    • E-commerce
    • Video
    • Real-world integration
    • Trends in 2009
    • 90% of the subscribers use the mobile web.
    • 90% on 3G by 2008.
    • Almost 1/2 are GPS enabled phones.
    Japanese mobile market quick glance
  • Japan mobile subscriber growth Mobile Subscriber Forecast (2004-2011)   Source: ROA Group  (K) Penetration
  • Mobile commerce market hit $ 10B Source: Ministry of Internal Affairs and Communications
  • Popular mobile contents Source: Mobile Content Forum (July 2007) (Millions USD)
  • Mobile Video and TV TV watching (w/ digital TV tuner) and video sharing will soon become a top mobile entertainment. You Tube on mobile Nico Nico Video Sharing
  • IC wallets integrated with mobile phones
      • 28.5 mil subscribers (as of Mar 31, 2008)
    • Public transportations, supermarkets, vending machines
  • Why did the market grow so rapidly?
    • Broad coverage of 3G network
    • Flat-rate data plans
    • Operators had more influence upon mobile ecosystem than in GSM markets.
    • A new regulation to put GPS for all 3G phones
    • Top 2 operators have integrated Google as default search
    • Massive growth of "non-official" sites
    Latest trends to promote mobile ad market expansion
  • Part II: Japanese Mobile Ad Market
  • Overview Japanese Mobile Ad Market from the aspects below;
    • Market size
    • Structural characteristics
    • Compensation models
  • Mobile ad growth forecast in Japan unit: millions USD
  • Large "mobile / total" ad spend ratio 1% of total 0.3% of total
  • Large spending on display and search ads Source: Dentsu Inc. , Feb 2008 eMarketer, Mar 2008
  • Preferred compensation models among advertisers
  • Sponsored listings are growing rapidly
  • Part III : Location-based mobile ads and Case Studies
  • The location-based mobile ad platform
    • Cirius Technologies has started operating the location-based mobile ad platform since 2006.
    • The facts and case studies here are all based on our experience on AdLocal
  • Location Based Ad Service "AdLocal" Advertiser Target range Example AdLocal displayed at Stanford [AD] University Ave. No.1 Mexican Restaurant 10% Discount Coupon!
  • How AdLocal works Advertisers Publishers Operators Mobile Phone Ads are inserted Landing Page or Click-To-Call Ad Campaign User’s Location [AD] University Ave. No.1 Mexican Restaurant 10% Discount Coupon!
  • Examples of Advertisers Most successful categories of advertisers: Food & Restaurant Local Jobs and Employment Educational Institutions Beauty salons Car dealers
  • Strong publisher network in Japan [PR]SALE!!10% Discount @Tokyo [PR]No.1 Sushi Bar! Shibuya Sta. [PR]English Lessons at Shibuya [PR]SALE!! 10% Discount Coupon 【 tabelog.com 】 http://m.tabelog.com Kakaku.com, Inc. Moba-ge Town NTT-BJ i-Townpage 【 @nifty 】 http://bousai.nifty.com 【 Excite Mobile 】 http://mobile.excite.co.jp Excite Japan 【 askU.com 】 http://m.asku.com Bandai Networks, Inc. 【 gogo.gs 】 http://m.gogo.gs gogolabs, Inc. 【 e-Nenpi 】 http://response.jp/enenpi/ IRI Commerce and Technology, Inc * DoCoMo Official CP
  • Proved performance for advertisers Non-Local Ads Local Ads (Average CTR for 12 month from mid-2007 to mid-2008 )
  • Proved performance for publishers (Average CPM for 12 month from mid-2007 to mid-2008 ) Non-Local Ads Local Ads
  • Case Studies
  • A car manufacturer targeted their ads to the areas near their dealers. Actual Screen Image A fast food franchiser promoted their franchisees. Case Study 1 : Pinpointing Market Areas
  • Before: $1,000/student tutor hired Case Study 2 : A home tutoring company After using AdLocal: $300/student tutor hired The tutoring company targeted university campuses.
  • Combined with a big screen advertising in downtown Tokyo, to promote a new album of a singer. 10,000 customers interacted with this campaign within 3 days. Case Study 3 : Simultaneous-ad campaign
  • Part IV: Opportunities for the European mobile market
  • Growing GPS enabled phones
  • Print  Advertising To Mobile Newspaper Inserts Flyers Free paper Free magazines Yellowpage ads Print Ad Spending Printed local ads to shift mobile
  • Potential partners
    • Mobile content providers (especially LBS)
    • Mobile network operators
    • Handset manufacturers
    • PND manufacturers
  • Content Providers Monetize mobile apps and contents.
  • Operators
    • Operators can enable AdLocal platform in their markets
      • By providing Cell-IDs to the publishers in their ad network
      • No GPS-phone required
  • Handset Manufacturers Monetize pre-installed apps with local ads Widgets Apps
  • PND manufacturers
    • Another monetizing vehicle or value-add for PNDs
    • Distribute coupons
  • Our New International Product is Coming Soon in Spring 2009
  • Please contact us at: [email_address] Our temporary international site: http://www.cirius.co.jp/en New international site: http://ciri.us (from mid-Nov)
  • APPENDIX
  • Comparison To Contextual Ads User Azabu area Roppongi area $0.40 bid by store B $0.30 bid by store A $0.60 bid by store C *Roppongi and Azabu are two areas in Tokyo which are in the same market space. 2 1 3
  • Ad Impressions in Tokyo