1
MOBILE MEDIA CONSUMPTION: THE WORLD GOES MOBILE
FERYAL HEMAMDA
MARKETING DIRECTOR, EMEA
Wave 2: October 2012
625B mobile consumers
18 offices world wide
+900 Employees
165 countries
Touching 40% of mobile Internet users
globally, o...
Simplifying Mobile Advertising
Simplify
Mobile Creative
The Leading HTML5
Ad Creation Platform
Simplify
Mobile Analytics &...
Mobile Advertising Timeline
First Mobile
Banner Ad
Simple Rich
Media Ads
Immersive
Rich Media
Experiences
2004
2011
2010
2...
Technology Penetration
Years to reach
50 million
market Audience
Source: Yext – Hello Generation Mobile
Mobile Media Consumption
Objectives:
v  Understand mobile media
consumption and how it’s
changing over time
v  Examine t...
In the UK,
mobile web
time is “me”
time: it’s
usually a
personal
rather than a
shared media
experience
Mobile is Part of
D...
6.4apps
ACTIVELY USED IN LAST 30 DAYS
Of all the apps you currently have, how many have you actively used in
the last 30 d...
Device Day-Part
Source: InMobi/Mobext (UK) May 2012
Multi-Screen Time
13
62%of mobile web users
engage in mobile activities
while watching TV
Base: Global Mobile Average
n=9,869
The Impact of Mobile
WHAT we purchase hasn’t
changed
HOW we shop is evolving…
Currently, gathering information takes precedence for mobile shoppers
and helps to drive customers in store.
Mobile Shoppe...
69%
of tablets owners make a
purchase on their device
across the average month
Source: InMobi/Mobext May 2012
Shopping and
Devices
Source: InMobi/Mobext May 2012
Levi’s - Interacting with the Brand
Consumers can
interact with the
products and brands
and how they are
relevant to them ...
Mobile is Continuously Evolving
Touchscreen
& Sensors
4
Multimedia3Data2
Voice1
Text
news
Mobile
Internet
Games
& Movies
S...
AUDIENCE Centric
advertising
Create a Brand Experience
Ford B-Max
Creating an in-ad
gaming experience
(gameification) to drive
user engagement and
brand awareness
2012 IAC Awards
Winner 2012 Digiday Awards
Finalist
SHOWCASE
ENTERTAINMENT:
Sega Samurai Bloodshow
View product
variants
View detailed
product Info
Drive commerce
Social sharing
•  Content structured by
device fingerprint...
INNOVATION:
SoLoMo
INNOVATION:
Tweet-
vertising
INNOVATION:
Zombify
Yourself
30
31
Thank you.
The World Goes Mobile
The World Goes Mobile
The World Goes Mobile
The World Goes Mobile
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The World Goes Mobile

  1. 1. 1 MOBILE MEDIA CONSUMPTION: THE WORLD GOES MOBILE FERYAL HEMAMDA MARKETING DIRECTOR, EMEA Wave 2: October 2012
  2. 2. 625B mobile consumers 18 offices world wide +900 Employees 165 countries Touching 40% of mobile Internet users globally, on average 200 times a month North America Latin America Africa 119 M 22 M 35 M 149 M 246 M 16 M NORTH AMERICA EME JPAC APAC AFRICA LATIN AMERICA
  3. 3. Simplifying Mobile Advertising Simplify Mobile Creative The Leading HTML5 Ad Creation Platform Simplify Mobile Analytics & Research Universal Analytics & Research Solutions Simplify Mobile Reach Largest Independent Mobile Ad Network
  4. 4. Mobile Advertising Timeline First Mobile Banner Ad Simple Rich Media Ads Immersive Rich Media Experiences 2004 2011 2010 2000 1ST TEXT AD SMS Tablet Ads Introduced Touch & Gestures Introduced Mobile Inline Video 2007 2012 The Future of Mobile Advertising!
  5. 5. Technology Penetration Years to reach 50 million market Audience Source: Yext – Hello Generation Mobile
  6. 6. Mobile Media Consumption Objectives: v  Understand mobile media consumption and how it’s changing over time v  Examine the relevance of mobile to consumers around the world v  Provide a holistic overview of how mobile is evolving around the world as well as within specific markets
  7. 7. In the UK, mobile web time is “me” time: it’s usually a personal rather than a shared media experience Mobile is Part of Daily Life 71% While watching TV 64% Waiting for someone 67% Lying in bed 39% Commuting 32% Spending time with family 36% Shopping 28% In the bathroom 28% social event Source: InMobi Media Consumption MAR 2012 Sample size: n = 999
  8. 8. 6.4apps ACTIVELY USED IN LAST 30 DAYS Of all the apps you currently have, how many have you actively used in the last 30 days? 8% 48% 26% 9% 9% None 1 - 5 6 - 10 11 - 15 Over 15 Question not asked in US and UK, Base: Smartphone user 6 market average n=5,492 (Australia n=734; China n=1,530; Germany n=217; India n=1,535; Japan n=551; Korea n=924) Decision Fuel & InMobi
  9. 9. Device Day-Part Source: InMobi/Mobext (UK) May 2012 Multi-Screen Time
  10. 10. 13 62%of mobile web users engage in mobile activities while watching TV Base: Global Mobile Average n=9,869
  11. 11. The Impact of Mobile
  12. 12. WHAT we purchase hasn’t changed HOW we shop is evolving…
  13. 13. Currently, gathering information takes precedence for mobile shoppers and helps to drive customers in store. Mobile Shoppers gather information Source: On Device Research, "Mobile in the Retail Store," Feb 2, 2012 0% 5% 10% 15% 20% 25% 30% 35% 40% Buy items through mobile phone Look up product specifications Scan in barcodes to compare prices Look for a mobile discount code/ Look at product reviews Email or social networks Compare prices In-Store Mobile Shopping Activities of UK Mobile Internet Users, Jan 2012 (% of respondents)
  14. 14. 69% of tablets owners make a purchase on their device across the average month Source: InMobi/Mobext May 2012
  15. 15. Shopping and Devices Source: InMobi/Mobext May 2012
  16. 16. Levi’s - Interacting with the Brand Consumers can interact with the products and brands and how they are relevant to them as well as be driven to a specific call to action – making a purchase
  17. 17. Mobile is Continuously Evolving Touchscreen & Sensors 4 Multimedia3Data2 Voice1 Text news Mobile Internet Games & Movies SMS ads Banner Ads Rich media Dynamic ads Technology Content Ads Context Integrated solutions App & web Ecosystem
  18. 18. AUDIENCE Centric advertising
  19. 19. Create a Brand Experience
  20. 20. Ford B-Max Creating an in-ad gaming experience (gameification) to drive user engagement and brand awareness
  21. 21. 2012 IAC Awards Winner 2012 Digiday Awards Finalist SHOWCASE ENTERTAINMENT: Sega Samurai Bloodshow
  22. 22. View product variants View detailed product Info Drive commerce Social sharing •  Content structured by device fingerprint •  Retargeting of purchase funnel •  Product discovery and purchase INNOVATION: Real-Time Dynamic Ads
  23. 23. INNOVATION: SoLoMo
  24. 24. INNOVATION: Tweet- vertising
  25. 25. INNOVATION: Zombify Yourself
  26. 26. 30
  27. 27. 31
  28. 28. Thank you.

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