• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
L'état de l'industrie de la publicité mobile US
 

L'état de l'industrie de la publicité mobile US

on

  • 2,584 views

 

Statistics

Views

Total Views
2,584
Views on SlideShare
1,943
Embed Views
641

Actions

Likes
3
Downloads
0
Comments
0

17 Embeds 641

http://tapit.com 438
http://www.servicesmobiles.fr 110
http://ch.tapit.com 28
http://jp.tapit.com 20
http://fr.tapit.com 8
http://de.tapit.com 7
http://it.tapit.com 6
http://id.tapit.com 4
http://servicesmobiles.fr 4
http://pt.tapit.com 3
http://es.tapit.com 3
url_unknown 2
http://innorama.glaizer.com 2
http://translate.googleusercontent.com 2
http://www.tapit.andyeveland.com 2
http://servicesmobiles.typepad.com 1
http://webcache.googleusercontent.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    L'état de l'industrie de la publicité mobile US L'état de l'industrie de la publicité mobile US Presentation Transcript

    • The State of the U.S. Mobile Advertising Industryand What Lies Ahead Hans Fredericks, VP, Marketing Solutions, comScore, Inc. Michael Becker, Managing Director, N.A., Mobile Marketing Association Scott Hendrickson, VP, Advertising Sales, Where, Inc.* Note: A copy of this presentation will be sent to all attendees within 48 hours of today’s webinar
    • Our PresentersHans Fredericks Michael Becker Scott HendricksonVP, Marketing Solutions Managing Director, North America VP, Advertising SalescomScore, Inc. Mobile Marketing Association Where, Inc. © comScore, Inc. Proprietary.
    • Agenda Current Understanding of Mobile Marketing Mobile media data and insights into the mobile advertising opportunity Big Brands in Action: Hyper Local Use Cases and Best Practices © comScore, Inc. Proprietary.
    • About the Mobile Marketing Association Seven hundred (700) members strong, the MMA‟ primary focus is to establish mobile as an indispensable part or the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. STIMULATE GROWTH REDUCE FRICTION PROMOTE EDUCATE MEASURE GUIDE PROTECT COLLABORATE www.mmaglobal.com © comScore, Inc. Proprietary.
    • comScore Digital Business Analytics Audience Measurement Site Analytics User Analytics Vertical Market SolutionsUnified Digital Measurement™ Social Analytics Copy Testing Campaign Verification Advertising Analytics Ad Effectiveness Cross Media Mobile Audience Measurement Network Analytics & Optimization Mobile Analytics Customer Experience & Retention Management © comScore, Inc. Proprietary. V0910
    • WHERE Ads™ Reaches 51MM ConsumersThe Largest Hyper-local Mobile Ad Network• Focused on “pre-checkin” and driving local commerce• 100% of inventory is location targeted• 3.5B impressions/mo. via 275+ publisher partners• 120,000+ hyper-local ad campaigns daily• Proprietary Relevancy Ad Serving Technology• Recently acquired by eBay / PayPal Hyper-local Reach Publisher Portal © comScore, Inc. Proprietary.
    • Mobile It‟s a Big DealReally Big Deal! © comScore, Inc. Proprietary.
    • © comScore, Inc. Proprietary.
    • Grabbing Everyone‟s Attention Rich Media Advertising Whole World of Apps © comScore, Inc. Proprietary.
    • Mobile Web & HTML 5Tablets © comScore, Inc. Proprietary.
    • © comScore, Inc. Proprietary.
    • “If your plans don‟t include mobile, then your plans are not finished.”Wendy Clark, Senior Vice President, Integrated Marketing, Coca-Cola (IAB Annual Leadership Meeting 2011) © comScore, Inc. Proprietary.
    • Mobile Marketing Defined“Mobile Marketing is a set ofpractices that enable organizationsto communicate and engage withtheir audience in an interactive andrelevant manner through anymobile device or network.”(Mobile MarketingAssociation, 2009) © comScore, Inc. Proprietary.
    • MISR image of the Central Amazon © comScore, Inc. Proprietary.
    • Convergence of Mobile Context in Marketing Digital Traditional marketing marketing Mobile is pulling these forces of marketing together © comScore, Inc. Proprietary.
    • Available Mobile Paths Content Proximity © comScore, Inc. Proprietary.
    • Feature Phones © comScore, Inc. Proprietary.
    • Smartphones © comScore, Inc. Proprietary.
    • Connected Devices © comScore, Inc. Proprietary.
    • Two Inter-dependentapproaches to Mobile Marketing Direct (“through”) Outdoor Through – Marketer Push Mobile Media Events – Consumer Pull Email SMS On Indirect (“with”) Package Prox . MMS TV Mobile – “Mobile Enabled Traditional Engagement Inte Media” Cont ent r- net App – Mobile Advertising Print s Online Point of Radio Sale © comScore, Inc. Proprietary.
    • Mobile Tactics Used U.S. Source: MMA 2nd ANNUAL VIEW FROM MADISON AVENUE (2010) © comScore, Inc. Proprietary.
    • Mobile Advertising Delivery Mediums Mobile Web SMS/MMS Mobile Video Apps Different Ad Executions • Static/Animated/Rich • Text Ads in SMS • Pre-roll video • Static/Animated Media Banners or MMS • Post-roll video Banners • Text Ads • • Picture Banner (Idle Screen) • Text • Expandable Ad Units • Rich Media Ad Units for iPhone and messaging in (In App) • Interstitials Android MMS • Wallpapers • Interstitials for • Interactive Ad iPhone and Android Units Other Ad channels: Voice, Bluetooth, Search © comScore, Inc. Proprietary.
    • U.S vs. Worldwide Mobile Ad. Rev. © comScore, Inc. Proprietary.
    • Global Ad Revenue Share By Type „10 vs. „15 © comScore, Inc. Proprietary.
    • mobile is about…cultureIs mobile all about Technology? It’s also about Culture. © comScore, Inc. Proprietary.
    • Consumer Behavior Depends on the CategorySource: Bringing Life to the Mobile Segment. Carlson Marketing (2010) Source: North American Technographics Benchmark Survey, Q2 2010 (US, Canada) Note: Examples of advanced activities include: downloading applications, checking news/weather/sports, using mobile banking, checking flight/train/bus status, researching or purchasing products, using navigation or GPS services, using coupons, etc. © comScore, Inc. Proprietary.
    • comScore Mobile Measurement Methodologies Complexity and fragmentation of mobile market requires an array of data sources and methodologies for a 360° view MobiLens Network Census Site & App Census Market Tracking via Network Log Analysis Mobile Web, App & Intelligent Online Survey AdNet Tagging Mobile Metrix GSMA MMM Ad Metrix Mobile Smartphone Meter Panel Behavioral media Mobile Ad Tracking measurement Tools © comScore, Inc. Proprietary.
    • Mobile Media Users are Nearing a Majority in the US Mobile Market Segments - Mobile Market Segments - March March 2010 2011 Mobile Just Voice, Mobile Media, Just Voice, Media, 27.1% 45.7% 32.0% 37.8% 88.3 Million 106.8 Million SMS (and not mobile media), 27.2% SMS (and not mobile media), 30.2% Product: MobiLens Data: Three month average ending March 2011 Mobile Media User = Used browser, application, native email, stream or download music Country: US, N= 30,817 and broadcast or on demand video (does not include SMS) © comScore, Inc. Proprietary.
    • Mobile Users Differ Dramatically by Mobile Activity and Content Accessed Demographics of Mobile Media Activities 53% Higher on chart = more female Social Networking Further to right = older Made Own Ringtone Size of bubbles = # of users 52% 51% 50% Ringback Purchased Ringtone Unlimited Data Plan% Female 49% Mobile Media 48% Played Games Used Browser 47% Used App 46% Listened to Music 45% Purchased Game Email 44% 25 27 29 31 33 35 37 39 Median Age Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 © comScore, Inc. Proprietary.
    • Browser and Application Usage Showing Continuous Growth Browser and Application Usage Browser, App, SMS Usage Growth 45.0% 35.0% 50% 48% 40.0% 38.6% 37.3% 45% 35.0% 33.0% 40% 39% 30.1% 37% 30.0% 28.6% % YoY-Growth 31.0% 30%% Market 25.0% 26% 30.6% 20.0% 20% 29.0% 15.0% 28.4% 10% 10.0% 27.0% 5.0% 0% 0.0% 25.0% Used Application Used Browser (except native games) App Browser Mar-2010 Mar-2011 Year-on-Year Growth SMS* App OR Browser App OR Browser OR SMS* *Excludes Mobile to Mobile Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 © comScore, Inc. Proprietary.
    • Facebook and Google Search Lead Market on Both Mobile and PC Brand Market Share - PC vs Mobile 80% 73% 72% 70% 60% 52% 53% 50% 46%% Group 42% 40% 37% 34% 29% 28% 29% 30% 28% 25% 24% 20% 20% 22% 18% 20% 15% 16% 15% 12% 12% 14% 10% 11% 8% 10% 0.4% 0% PC Mobile Product: MobiLens / Media Metrix Data: March 2011 Country: US © comScore, Inc. Proprietary.
    • Time Spent on Mobile Skews to Social Media Sites 347 Average Minutes per Visitor – Mobile vs. PC Internet 269 (Top Mobile Properties) 215 203 144 130 82 59 79 56 52 42 22 22 32 21 11 17 Mobile 6 13 PC Average Minutes per Visitor – Mobile vs. PC Internet 652 (Top Mobile Minutes per Visitor Properties) 315 347 269 215 154 155 Mobile 107 97 95 82 80 74 64 61 30 59 79 3 2 PC Product: Mobile Metrix / Media Metrix Data: March 2011 Country: US © comScore, Inc. Proprietary.
    • Double-Digit Growth in All Major Categories – Led by Social Media Top 10 Mobile Categories - Year-on-Year Growth 80,000 45.7% 50.0% 43.3% 70,000 40.2% 45.0% 38.1% 30.7% 40.0% 60,000 33.4%Unique User (000) 32.1% 31.5% 35.0% %YoY-Growth 50,000 30.0% 24.8% 40,000 16.9% 25.0% 30,000 20.0% 15.0% 20,000 10.0% 10,000 5.0% 0 0.0% Mar-10 Mar-11 Year-on-Year Growth Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 © comScore, Inc. Proprietary.
    • Mobile Delivering Incremental Reach; Mobile Only is Over 40% ofPandora‟s Audience Incremental Reach from Leading U.S. News Brands Mobile Websites Pandora – Total Universe Source: comScore Total Universe Report, U.S., April 2011 (beta data) Audience (000) 35,000 8.0% 6.7% 7.0% 13,381 42% 30,000 Total Universe Audience (000) 5.5% 6.0% 25,000 5.2% Incremental Reach 4.9% 5.0% 7,135 23% 20,000 4.0% 15,000 35% 11,126 3.0% 2.3% 10,000 2.0% Visitors 5,000 1.0% Home/Work PC Home/Work PC and Mobile 0 0.0% Mobile NY Times LA Times Wash Post WSJ Chicago Trib Total Universe Audience Incremental Reach Product: comScore Total Universe Report. Data: April 2011 Country: US Beta Data © comScore, Inc. Proprietary.
    • Mobile Social Media Booming in US Almost daily users of mobile US Social Media Unique Mobile Users social media +70% - growing 70,000 faster than category 60,000 Conversational Media in Mobile 50,000 Almost every Metrix (smartphone panel) has 40,000 day 71% reach 30,000 At least once a week – 36% minutes, 44% PVs 20,000 One to three – Nearly all is Facebook with 87% 10,000 times in the month of category minutes and 83% of 0 PVs Product: MobiLens, Mobile Metrix Data: Three month average ending March 2011 Country: US © comScore, Inc. Proprietary.
    • Top Apps Largely Free – Ads Key to Monetization Among top 50 apps with widest reach, „Angry Birds‟ is the only paid app During March 2011, 12.7% of downloaded apps were paid – including five of the top 20 (Angry Birds, Cut the Rope, Fruit Ninja, iSlash, Angry Birds Seasons) and ten of the top 50 Top 10 iTunes Apps % Reach of all Apps Rank Title Developer Genre Free / Paid Downloaders 1 Facebook Facebook Social Networking Free 59.6% 2 Pandora Radio Pandora Media, Inc. Music Free 38.0% 3 Paper Toss Backflip Studios Games Free 28.6% 4 Google Search Google Reference Free 22.9% 5 Backgrounds Stylem Media Entertainment Free 22.7% 6 Google Earth Google Travel Free 22.2% 7 Touch Hockey: FS5 (FREE) FlipSide5, Inc. Games Free 21.7% 8 Skype Skype Software S.a.r.l Social Networking Free 21.4% 9 Myspace MySpace.com Social Networking Free 21.2% Movies by Flixster, with Rotten 10 Flixster Entertainment Free 20.8% Tomatoes - Free Product: iTunes App Tracker Data: Downloads Ever – March 2011 Country: US © comScore, Inc. Proprietary.
    • More Advertisers are Turning to Mobile – With Growing Diversity ofCategories and Advertisers Number of Display Advertisers March 2011 – Advertised Categories800 1%700 5% Consumer Discretionary600 26% Consumer Staples Financials500 Industrials 50% Information Technology400 Mobile Content and Publishing 6% Telecommunication Services300 Other 7%200 2% 3%100 0 Product: Ad Metrix Mobile Data: April 2009 - April 2011 Country: US © comScore, Inc. Proprietary.
    • Mobile subscribers receiving – and responding to SMS ads 28% of mobile subscribers in the US received one or more SMS Ads in March 2011; of those, 17% responded to at least one SMS ad SMS Ad Type – Received vs. Responded60% 50% Received SMS Ad: 66.1 million50% Responded to SMS Ad: 11.3 million40% 36% 32% 30%30%20% 16% 18% 12%10% 8%0% SMS Ads Received Responded to SMS Ads Info about product/service/brand Coupon or discount Contest Donation to charity/non-profit Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 © comScore, Inc. Proprietary.
    • Smartphones Critical to Mobile Advertising Opportunity Service Penetration 82% Used Browser 19% 85% Used App* 16% Smartphone Feature Phone 28% Saw Ad on Web/In App 5% 8% Responded to SMS ad 4% 0% 20% 40% 60% 80% 100% *Except native games Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 © comScore, Inc. Proprietary.
    • Popularity of Smartphones is Increasing – Bodes Well for Advertising Penetration – Embedded Base 80% New Devices Acquired90% 70.7%80% 80.0% 70%70% 60% 69.0% 52.3%60% 50% 47.7%50% 40%40% 31.0% 30%30% 29.3% 20%20% 20.0% 10%10%0% 0% Mar-2010 Jun-2010 Sep-2010 Dec-2010 Mar-2011 Mar-2010 Jun-2010 Sep-2010 Dec-2010 Mar-2011 Smartphone Feature Phone Smartphone Feature Phone Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 © comScore, Inc. Proprietary.
    • Google‟s Android Now In the Lead on Smartphones Smartphone OS Growth Smartphone OS Share Symbian, 30,000 450% Palm , 3% 2% 422% 400% 25,000 350% Microsoft, 7% % Year-on-Year Growth 300%Mobile Owners (000) 20,000 250% Google, 35% 15,000 200% Apple, 25% 150% 10,000 100% 56% 19% 50% RIM, 27% 5,000 1% 0% 0 -20% -19% -50% Google RIM Apple Microsoft Palm Symbian Mar-2010 Mar-2011 YoY Growth Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 © comScore, Inc. Proprietary.
    • Ecosystem Competition Extends Beyond Smartphones Platform – Installed Base (M), March 2011  With iPad and iPod Touch, iOS Smartphone Other Device holds significant lead in50 addressable audience for developers40 – Installed base of 44M devices30 (65% more than Android)2010 0 iOS Android Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 © comScore, Inc. Proprietary.
    • Tablets and other connected devices redefine “mobile” for advertisers Share of Page Views by Device Type and Platform All Connected Devices Excluding Smartphones 23% Smartphone -Android 7% Smartphone -Other 8% Smartphone -Blackbberry 30% 20% Smartphone -iOS 15% 2% iPad -iOS iPod Touch -iOS 25% Connected Device -Other Product: Connected Device Reporting Data: March 2011 Country: US © comScore, Inc. Proprietary.
    • Growth in check-in and location-aware devices and services creatingnew opportunities Location Based Services 30.0% 50.0% 27.8% 45.0% 43.3% 25.0% 23.3% 40.2% 40.4% 40.0% 19.3% 35.0% 20.0% 32.1% % YoY-Growth 29.2% 30.0%% Market 27.5% 28.4% 15.0% 25.0% 12.0% 11.0% 20.0% 10.0% 8.9% 15.0% 5.0% 10.0% 5.0% 5.0% 0.0% 0.0% Weather Search Maps Movie Restaurant Traffic Reports Travel Service Information Information Mar-10 Mar-11 Year-on-Year Growth Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 © comScore, Inc. Proprietary.
    • To Sum The mobile audience is growing rapidly Multiple high reach advertising opportunities available – web, app, SMS Major PC publishers building large mobile audiences, often incremental Engagement increasing as mobile media usage becomes daily activity Mobile social is the standout category Mobile advertising is broadening, and also key to app monetization Smartphones are key driver of audience, usage, advertising Tablets and other connected devices redefining “mobile” for advertisers Growth in check-in and location-aware devices and services creating more localized advertising opportunities © comScore, Inc. Proprietary.
    • Hyper-Local Use Cases and Best PracticesScottie Pippen Michael Jordan Location Mobile AdvertisingWile E. Coyote Road Runner © comScore, Inc. Proprietary.
    • Hyper-Local Use Cases and Best Practices  Hyper-Local Formula  Reach + Relevancy  Redemption/Engagement © comScore, Inc. Proprietary.
    • Hyper-Local Use Cases and Best Practices What WHERE is Seeing… Location Dynamic Ads are outperforming static creative by 30% Location Dynamic Ads are driving strong secondary engagement metrics:  40% of consumers are showing purchase intent  30% of consumers are “clicking to social”  20% of consumers are redeeming mobile offers Dynamic Targeting of ads is driving a 60% increase in performance © comScore, Inc. Proprietary.
    • Hyper-Local Use Cases and Best Practices Hyper-Local Precision Targeting: Geo-Fencing– Store fronts– Competitor Locations– POI (Airports, Schools, Theme Parks, etc.)– CPG‟s: Targeting Key Shopper Marketing Partners .02 mi. © comScore, Inc. Proprietary.
    • Hyper-Local Use Cases and Best Practices Hyper-Local Dynamic Targeting: “Roaming Geo-Fences”– Weather– Flu Index– Store Performance Data– Inventory Data © comScore, Inc. Proprietary.
    • Hyper-Local Use Cases and Best Practices Event Based Marketing:– Retail Events– New Product Announcements– Grand Openings– Local Events and Sponsorship Activation © comScore, Inc. Proprietary.
    • Hyper-Local Use Cases and Best Practices Hyper Local Content and Engagement: How can you align your brand with what is happening around the consumer? Weather Local Sports Scores– Local News or Traffic Inventory (Popular local items, etc…) Local Places…Aid in Local Discovery © comScore, Inc. Proprietary.
    • Hyper-Local Use Cases and Best Practices What to expect in the future… The evolution of hyper-local advertising into commerce Big Data and Relevancy will be king A Multitude of Location Dynamic Offers  Inventory based offers  Store Performance based offers Smarter Tools for Marketers to manage margins and drive sales via real-time offers © comScore, Inc. Proprietary.
    • Remember Mobile isn‟t about mobile…it is about engagement and the value consumers and you generate for each other Mobile is both a standalone media and a enabler for traditional media and will help you with: – Branding, Awareness, Loyalty/Retention, Care and Social Media Enablement You can embrace mobile today, there are many resources. © comScore, Inc. Proprietary.
    • Questions & Answers© comScore, Inc. Proprietary.
    • Want More? Don‟t miss: MMA Forum New York http://forum.mmaglobal.com • 3 Days MMA Forum NY • Workshops June 15, 16, 17 • Roundtables • Over 100 speakers @Waldorf=Astoria56 © comScore, Inc. Proprietary.
    •  June 27, comScore‟s Bryan Segal, Vice President, Sales, comScore, Inc. to present the comScore Canadian Lens. Register today: http://mmacanadajune2011.eventbrite.com/ © comScore, Inc. Proprietary.
    • Thank you! Hans Fredericks hfredericks@comscore.com Michael Becker michael.becker@mmaglobal.com Scott Hendrickson scott@where.com © comScore, Inc. Proprietary.