Mobile Advertising in LatAm; The Myths, The Facts and the Future

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LatAm is currently the world’s fastest growing mobile ad market. It’s uniquely placed to ‘leapfrog’ the US, Asia and Europe in terms of innovation and moving forward in total adspend.

So how come in 2012 the region only accounted for 0.6% of global mobile adspend?

This presentation dispels the myths that surround mobile advertising in LatAm, and uncovers the three predictions that makes it one of the most exciting to markets to operate in for brands, agencies and publishers.

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Mobile Advertising in LatAm; The Myths, The Facts and the Future

  1. 1. Mobile in LatAm The myths, the facts & the future_
  2. 2. Telefonica Digital_ Beyond Connectivity… Injecting digital into Telefonica
  3. 3. Size of opportunity makes LatAm a priority 2 in 5 people Source: World Bank Population 2012, Telefonica Annual Report 2012
  4. 4. Advertising: Our Mission… Data
  5. 5. Mobile advertising the (near) future_
  6. 6. Advertisers will have to think ‘Mobile First’ 1 250 (Million) 200 Internet Population 150 100 Smartphone Ownership 50 0 2012 Source: eMarketer, Ovum 2013 2013 2014 2015 2016 2017
  7. 7. Advertisers will have to think ‘Mobile First’ Mobile intersects the consumer ‘moments of truth’ 1st moment of truth Stimulus Pre-shopping / In-store / in/home Credit: Google 2nd moment of truth At shelf in-store Experience
  8. 8. 2 ‘Mobile First’ approach will force collaboration and business model innovation BUY WORK BUILD
  9. 9. Buy Credit: LUMA partners CONSUMER MARKETER Mobile LUMAscape
  10. 10. Work SPAIN UK M Commerce Data Advertising
  11. 11. Build 43% Positive about receiving offers via SMS Source: Telefonica / PublicEye survey 2012-2013; Do you like to receive offers via SMS?
  12. 12. 3 Mobile Advertising in LatAm accelerates faster than any other region Mobile ad revenues: CAGR by region (2012-2017) LAM MEA NAM WEU Global CEU APAC 0% Source: IHS 2013 10% 20% 30% 40% 50% 60% 70%
  13. 13. Dispelling the myths around mobile marketing_
  14. 14. Your audience is ready for mobile Positive about mobile advertising Adspend per connection 44% $1.00 38% $0.10 $7.10 19% $2.20 11% Asia Pacific Latin America North America Western Europe Sources: WIN/GIA 2013, eMarketer 2013
  15. 15. 2 steps to mobile creativity Feature Phones Dominate in LatAm 83 minutes per day minutes per day 31% 69% Sources: Ovum 2013, WIN Gallup 2013 55
  16. 16. Step 1: Get your targeting right Location Behavioural Demographic Context
  17. 17. Step 2: Control user experience with ‘made for mobile’ formats 82% Incremental awareness 10% Watched the series Source: Movistar / FOX campaign, 2013
  18. 18. We just need to measure Researched a product 43% Looked for a product in-store28% Online Offline Source: IDG Research Nov 2012 (US), Google 37% 33%
  19. 19. Case study: Pizzeria Monte Verde 300% Increase in sales 63% Remembered the ad 59% Increased desire to buy a pizza 20% Purchased a pizza after receiving the SMS Source: Vivo Pizzeria Monte Verde survey using PublicEye, 2013
  20. 20. Key Take Away points Test and learn now Don’t ignore feature phones Every moment is mobile Partner with experts to win
  21. 21. Thanks

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