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Presentación de Simon Birkenhead

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Presentación de Simon Birkenhead en el Mobile Evolution
IAB México-MMA

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Presentación de Simon Birkenhead

  1. 1. Mobile Marketing in LatAm: The Myths, the Facts & the Future_   Simon Birkenhead Director, Global Advertising Sales
  2. 2. Telefonica Digital_ Beyond Connectivity… Injecting digital into Telefonica
  3. 3. Strength of Telefonica across LatAm region 42% LATAM in our operating countries 91m 24m 20m 19m 14m 13m 12m 10m 5m 2m Brazil Argentina Mexico Peru Colombia Chile Venezuela Central America Ecuador Uruguay 215 million customers Source:  World  Bank  Popula2on  2012,  Telefonica  Annual  Report  2012  
  4. 4. Our mission is to add contextual relevance to mobile advertising Location Demographic Behavioural Real-World Context
  5. 5.   Latin America offers a unique opportunity_
  6. 6. 1   Advertisers should think ‘Mobile First’ Latin America Internet Access (millions) 350 300 By 2016: 250 50% 200 of internet users will be mobile-only 150 100 50 0 2012 2013 2014 Sources:  eMarketer Aug 2013, Pyramid Research 2013   2015 2016 2017
  7. 7. 1   Even more important in Mexico 70% 50% of internet users already rely on a mobile device to access the internet 60% 50% 40% 30% 20% 10% 0% 2011 Sources:  eMarketer  2013     2012 2013 2014 2015
  8. 8. 2   ‘Mobile First’ requires a fresh approach to 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 Mobile Phone Users – LatAm 2013 100% 80% 60% 40% 20% 0% Argentina Brazil Chile Feature Phone Users *users  who  own  at  least  one  device  and  use  it  at  least  once  a  month   Source:  eMarketer,  Global  Media  Intelligence  Report2013   Mexico Peru Smartphone Users Colombia
  12. 12. Mobile advertising in LatAm is expected to grow faster than any other region Mobile ad revenues: CAGR by region (2012-2017) $79M LatAm Middle East/Africa North America Western Europe Global Central/East Europe APAC 0% Source:    eMarketer,  IHS  2013   10% 20% 30% 40% 50% 60% 70% $600M+
  13. 13. But why is mobile not growing even faster? 3 myths to dispel_
  14. 14. Latin Americans are very receptive to mobile ads Positive about mobile advertising Adspend per connection 44%   38%   $7.10   $1.00   Asia Pacific $0.10   19%   11%   Latin America $2.20   North America Western Europe Sources:    WIN/GIA  2013,  eMarketer  2013  
  15. 15. Even more positive in Mexico 60%   of those familiar with location-based mobile ads thought the service was valuable In 2013, Mexican mobile ad spend per connection is just: $0.62   Source: , GSMA “Mobile Broadband at the Bottom of the Pyramid In Latin America” 2012, eMarketer 2013
  16. 16. Feature phones are mobiles too Feature phones still dominate in LatAm 31% 69% In Mexico: 39% Sources:  Ovum  2013,  WIN  Gallup  2013,  eMarketer  2013   61%
  17. 17. SMS is made-for-mobile and delivers results Media Amplification Purchase Engagement FOX wanted to raise awareness of their new TV series ‘The Bridge’, to support their TV ad campaign. Elektra wanted to drive participation in a competition whereby users received free air time if they toppedup their Elektra account. Dove wanted to raise awareness of their ‘Cosquillas’ campaign and drive engagement via social media. Result: 67% ad recall 10% watched the show Result: 2.7% topped-up 2.7% conversion rate Result: 93% incremental awareness 18% submitted a video or photo
  18. 18. Brand-sponsored services are proving popular 15%     Engagement   Rate   FREE  SERVICE   Sponsored data Ad-funded service value  exchange   €  ad  spend   Sponsored calls Customers €  buy  the  product   Brand
  19. 19. Sponsored Calls User  dials  short   code  or  makes  a   reverse  charge  call   120,000  calls  in     Sao  Paulo  alone   Ringback Tones User  requests   further  info  from   brand     (if  desired)   User  listens  to     30  second   audio  ad     96%  advert   comple2on  rate   Content User  makes   free  call  to   friend   •  SMS   Avg.  2  free  calls  per   •  Follow-­‐up  call   user  per  week   •  Service  subscrip2on   Fast Food Beauty Educational Content
  20. 20. Location where smartphone owners ultimately purchased items researched via their devices 20% The majority of mobile conversions are off-device   Online Other 3% In-Store 77% How shoppers use their phones for shopping 0% Find directions Find hours Make price comparisons Find promo offers Browse Find where specific products are sold Find product information Find product availability in-store Find product reviews Make purchase Sources:  eMarketer  (US)  2013,  Google/MARC  2013   20% 40% 60% 80%
  21. 21. Case study: Pizzeria Monte Verde 63% Remembered the ad 59%   Increased intention to buy a pizza   20%   Purchased a pizza after receiving the SMS 300%   Increase in pizza sales   Source:  Vivo  Pizzeria  Monte  Verde  survey  using  PublicEye,  2013  
  22. 22. Key takeaways for mobile success: Think ‘Mobile First’ Test and learn now Don’t ignore feature phones Strive for contextual relevance
  23. 23. GoMo! simon.birkenhead@telefonica.com @simonbirkenhead

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