Presentation Mob Ad Uk 15 06 2009 Def2


Published on

Presentation at Mob Ad UK, June 15th 2009, of preliminary results of Mobile Advertising Research UK.

Published in: Education, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Presentation Mob Ad Uk 15 06 2009 Def2

  1. 1. RESEARCH<br />FACTS AND VISIONS ON AND BY THE MARKET<br />Tarik Fawzi<br />Peggy Salz<br />London - June 15th 2009<br />
  2. 2. WHY THIS PROJECT? <br />All encompassingend-to-end research<br />Advertiserperspective<br />Mobile ecosystemperspective<br />Consumerinsights<br />Focus onlocalmarket<br />Mobile in the media mix<br />Realistic/constructive outlook<br />
  3. 3. HOW WAS IT DONE? <br /> Deskresearch<br />Analysis of existing data, research, cases and other relevant information<br /> IAB Ad spendstudy, <br />Comscore, Informa, <br />Nielsen<br />Consumerinsights<br /> Online research amongst<br />1000 + consumers,their<br /> attitudes and opinionson<br /> mobile advertising and <br /> media<br /> UK (region, gender), <br />youngsters, frequent <br /> mobile internet users<br /> Expert interviews<br />Individual interviews on the topic withmarket experts<br /> Operators, advertisers, <br />media buyers, saleshouses, <br />infrastructuresuppliers,<br />applicationparties<br />
  4. 4. WITH WHOM? <br />Endorsements<br />Executive partners<br />Launch partners<br />Research<br />partners<br />
  5. 5. RESEARCH<br />RESULTS 2009<br />
  6. 6. MOBILE IS IN IT’S INFANCY<br />market: £17,5 bn<br />mobile: £28,6 m<br />Source: IAB/PwC/ WARC 2009<br />
  7. 7. MOBILE IS INTERNET 10 YEARS AGO<br />YoYgrowth mobile 2008 99,2%Opera and eMarketerforecastsimilargrowthfor 2009(whiletotalmarket is expected to decreasewith 10%)<br />Informaforecast of 2.2%marketshare in 2013 is comparable to Internet’s<br />2.9% in 2003<br />2,9%<br />Source: ÆNEAS STRATEGY 2009 (basedon IAB/PwC/WARC 2009, Opera 2008, Informa2008, eMarketer 2008)<br />
  8. 8. TIME AND MONEY DON’T ADD UP<br />**<br />*<br />* 1) Time spendonpress is sum of 22 minutesfornewspapers and 15 minutesfor<br /> magazines/tabloids<br /> 2) Ad spend is sum of pressclassified and press display<br />** Ad spend is indicativebasedon 0,04% of total ad spend 2008 USA (Nielsen)<br />Source: IAB/PwC/WARC 2009, ÆNEAS STRATEGY 2009<br />
  9. 9. VALUE CHAIN<br />Infrastructure<br />suppliers<br />Ad <br />serving<br />Application<br />parties<br />Consumers<br />Advertisers<br />Media buyers<br />Sales<br />houses<br />Operators<br />
  11. 11. MOBILE IS NOT TRUSTWORTHY<br /> =32%<br />positive attitude towardsadvertisingon the mobile phone<br />16 - 44<br />34%<br />40%<br />37%<br />Source: ÆNEAS STRATEGY 2009<br />
  12. 12. MOBILE IN THE MIX<br />Television<br /> Radio<br />Press<br />Cinema<br />70%<br />77%<br />58%<br />68%<br />Outdoor<br />Direct mail<br />Internet<br />Mobile<br />59%<br />34%<br />32%<br />74%<br />Source: ÆNEAS STRATEGY 2009<br />
  13. 13. CONSUMERS HAVE THEIR TERMS<br /><ul><li>Privacy is NOT the most important attitude driver
  14. 14. Men are most conservative and show the least attitude change
  15. 15. 84% of youngsters has a positive attitude towards mobile advertisingifincentivized</li></ul>Source: ÆNEAS STRATEGY 2009<br />
  16. 16. Relevance &gt; Privacy<br />Income is toopersonal<br />Location: killer app?<br />Source: ÆNEAS STRATEGY 2009<br />
  17. 17. IT IS ALL ABOUT THE MONEY<br />64% of UK consumerswouldgrantpermission to receive mobile advertising<br />ifthey are incentivized<br />70% of UK consumerswouldgrantpermission to receive mobile advertising<br />ifthey are incentivizedAND are in control<br />Messages a day<br />5<br />25%<br />Source: ÆNEAS STRATEGY 2009<br />
  18. 18. MOBILE IN THE MIX REVISITED<br />Television<br /> Radio<br />Press<br />Cinema<br />70%<br />77%<br />58%<br />68%<br />Outdoor<br />Mobile<br />Direct mail<br />Internet<br />57%wouldprefer mobile over Internet<br />58%wouldprefer mobile over television<br />59%<br />34%<br />32%<br />64%<br />70%<br />74%<br />Source: ÆNEAS STRATEGY 2009<br />
  19. 19. AWARENESS IS BELOW 50% <br /><ul><li>Youngsters have </li></ul>higherawareness of richeradvertisingchannels (MMS, <br /> games & apps)<br /><ul><li>SMS advertising</li></ul> is best known<br /><ul><li>Women are </li></ul>awareness<br />laggards<br /><ul><li>Voice is low,</li></ul>but51% would<br /> listen to voice<br /> ad ifincentivized<br />Source: ÆNEAS STRATEGY 2009<br />
  20. 20. MOBILE ECOSYSTEM<br />Ad<br />serving<br />Application<br />parties<br />Operators<br />Infrastructure<br />suppliers<br />Media agencies<br />Sales<br />houses<br />Purchase<br /><ul><li>Adviser
  21. 21. Medium choice
  22. 22. Cross media</li></ul>Integration<br /><ul><li> Platforms
  23. 23. Hosting</li></ul>Sales<br /><ul><li>Inventory
  24. 24. CPM/CPA</li></ul>Gatekeeper<br /><ul><li>Customer</li></ul> base<br /><ul><li> Contact
  25. 25. Customer</li></ul>intelligence<br />Innovation<br /><ul><li>Solutions
  26. 26. Focus
  27. 27. Partner/</li></ul>Outsourcing<br />Operations<br /><ul><li> Planning
  28. 28. Delivery
  29. 29. Interfacing
  30. 30. Cross mobile</li></li></ul><li>ADVERTISERS<br /> “it’s just another touch point within my marketing mix”<br />OPPORTUNITIES<br />“…a bigger growth rate than mobile advertising, like location-based marketing, you will have mobile couponing, mobile ticketing, mobile payment, all these things will probably grow so much faster”<br />OBSTACLES<br />“…companies cannot affordto actually develop a full-blown program on the mobile”<br />“…brands do not understand is that we can actually do much more. <br />We haven’t cracked it”<br />“…measurement was aligned with what we know from the Web or TV”<br />ROAD AHEAD<br />“…it would totally be unrealistic to say that in 2009 or 2010 we make it into the single digit share. But it’s growing, clearly growing”<br />
  31. 31. MEDIA BUYERS & SELLERS<br /> “…Mobile adds the what and the where and that&apos;s what triggers a fundamental shift for advertisers.”<br />OPPORTUNITIES<br />“…Exposure to multi-channel advertising gives you exponential impact in terms of response rate and brand awareness”<br />OBSTACLES<br />“…I can&apos;t see a campaign that isn&apos;t opt-in. I&apos;m surprised that any can exist”<br />“…We need to realize that there&apos;s much more we can do on mobile than banner advertising”<br />ROAD AHEAD<br />“…But where it’s going to win is the integration. Cross-media. No company or individual with a channel approach; you need people that are total specialists”<br />
  32. 32. APPLICATION DEVELOPERS<br /> “…advertising has to be relevant because is mobile is also a personal medium.”<br />OPPORTUNITIES<br />“…big opportunity in every country to make mobile advertising really work is to have media sales bureaus or agencies who sit in between the owners of the inventory and the advertisers ”<br />OBSTACLES<br />“…Operators themselves are not organized to open up the inventory to advertisers, and the market is divided between multiple operators that don&apos;t really work together”<br />ROAD AHEAD<br />“…Core to mobile advertising is mobile messaging”<br />“…Opportunity for advertisers to interact via messaging linked to a certain location or time, and that will develop”<br />
  33. 33. INFRASTRUCTURE SUPPLIERS<br /> “the mobile directing advertising to the most relevant screen ...for mobile to truly take off it needs to be integrated...requested from the mobile screen and delivered elsewhere”<br />OPPORTUNITIES<br />“…you’re going to start seeing those players just sort of die away, when mobile advertising is serious business, then you&apos;re talking about millions of adverts and not just a few hundred thousand. ”<br />OBSTACLES<br />“…interesting for a carrier when the revenue they can envisage starts off at 2 percent over their overall revenue That&apos;s the revenue that will make them sit up and listen and we&apos;re not there yet”<br />ROAD AHEAD<br />“for the next 2-4 years, text multimedia messaging, voicemail notifications, and even voice are opportunities for advertising that we should start with first. If we start there it will benefit the whole value chain, and specifically the carriers”<br />
  34. 34. OPERATORS <br /> &quot;Mobile is not a mainstream channel for advertising – yet”<br />OPPORTUNITIES<br />“…opportunities such as advertising actually embedded within a widget”<br />OBSTACLES<br />“…more mainstream brands are entering the space. But we need more…”<br />ROAD AHEAD<br />“…If brands want to reach a customer base, we can offer banners and messaging”<br />
  35. 35. INFLUENCERS<br /> “Mobile is at its most effective when integrated with other traditional means of communication.”<br />OPPORTUNITIES<br />“…Text-based advertising is still vastly under-rated,… and it keeps growing”<br />“…Every operator and major player in the industry is scrambling to have some kind of app store availability”<br />OBSTACLES<br />“…It’s the role of the industry to reach out and educate the marketers, not the other way around and we’re failing to do it”<br />ROAD AHEAD<br />“…The ambition for mobile ought up to be that it has its place at the table alongside all the other channels”<br />“…There’s kind of an unhealthy expectation of mobile”<br />
  36. 36. WEAKEST LINK<br />Infrastructure<br />suppliers<br />Ad <br />serving<br />Application<br />parties<br />Consumers<br />Advertisers<br />Media buyers<br />Sales<br />houses<br />Operators<br />
  37. 37. IT IS NOT ABOUT WINNING<br />
  38. 38. BUT ABOUT BUILDING TOGETHER<br />Don’tEvangelise, butInspire<br />
  39. 39. NEXT STEPS<br />Final report July 2009<br />Workshops as of July<br />USA, The Netherlands (2nd) and GermanyFall 2009<br />UK (2nd) 2010<br />International comparison and best practises<br />
  40. 40.<br />MSEARCHGROOVE<br />Peggy Ann Salz<br />+49 1722451028<br /><br />ÆNEAS STRATEGY<br />Tarik Fawzi<br />+31 6 531 15 971<br /><br />Atva van Zanten<br />+31 6 414 39 757<br /><br />