Mobile advertisingı - Jan Rezab

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Mobile advertisingı - Jan Rezab

  1. 1. Mobile advertisingı
  2. 2. History of mobile phonesı How did we even get from calling to advertising?ı
  3. 3. Why buy a phone? ı Why a mobile phone???ı 1998 - Why should I get a mobile phone? I am perfectly good with my landline!ı 2008 – Why should I get a landline? I am perfectly OK with my mobile phone!ı = Communicationı
  4. 4. 10 years of mobile, 1998 - 2008ı Nokia
5110
 SonyEricsson
T610
 Nokia
N70
 Apple
iPhone
3G
 1998
 2003
 2005
 2008

  5. 5. From Snake to Quake!ı Memory:

 Memory:

 around
100
contacts
 8
GB
(
+
SD
memory
cards)
 About
10
sms
 Speed:

 Speed:

 332
MHz
 Few
MHz
 64
MB
RAM

  6. 6. Speed of mobile data transfersı Nokia
3330
 Apple
iPhone
 2000
 500
x
difference
 2008
 HSDPA
 CSD
 Max.
speeds:
 Max.
speeds:
 
1,8
‐
3,6
‐
7,2
Mbps
 
9,6
–
14,4
Kbps
 +
Wi‐Fi

  7. 7. Mobile phones have many featuresı •  E-mail •  Content downloads •  Ringtones, fulltrack •  Videos •  Browsing, e.g. News •  Live TV
  8. 8. Mobile phones have loads of featuresı … and crime deterrent
  9. 9. Current mobile web market stateı How is the mobile web market evolving worldwide?ı
  10. 10. Normal internet in mobile phones?ı
  11. 11. Around 8% of people worldwideı Use mobile internet every monthı
  12. 12. Will surpass the normal internet!ı 2006 2010 2B Mobile Internet 1.2B 1B Fixed Internet 500M Source: Judge Business School Studies, CSMG ADVENTIS Analysis
  13. 13. Mobile internet is growing!ı 10,5%ı
  14. 14. Companies who already mobilizedı
  15. 15. QR codesı QR codes in NY Timesı Clicking went directly to mobile siteı
  16. 16. …and of courseı ...Mobile advertisingı
  17. 17. Mobile advertising factsı •  Mobile advertising is very similar to web advertising •  Also sold on a Pay Per Click or Pay Per View basis •  Mobile advertising can be targetted better then internet ads •  Can be: Banner, Text, Animated Banner, Link (video) •  Actions can be: Call, SMS, E-mail, Browsing a site, Downloading related content
  18. 18. How does it look?ı
  19. 19. Mobile advertising expectationsı •  Not going to be quick money •  Can‘t expect to put a link in your newspaper and wait for the people to come •  Proactively seeking partnerships •  It will be valuable, when built up (12 – 24 months) •  SMS is still a great tool
  20. 20. Mobile advertising players - 2004ı
  21. 21. Mobile advertising players - 2008ı Powered by
  22. 22. Local companies matterı Local companies matter!ı e.g. Mobile Operatorsı
  23. 23. Where is mobile advertising?ı Global
Mobile
AdverRsing
Growth
 9
 8
 7
 6
 Billions
of
euros
 5
 4
 3
 2
 1
 0
 2005
 2006
 2007
 2008
 2009
 Source: eMarketer
  24. 24. SMS advertisementsı „Text‐to‐win“

  25. 25. Mobile web advertisingı Targetting, personalisation, and behavioural targettingı
  26. 26. Mobile web advertisingı PossibiliOes
of
perfect
targeSng
of
mobile
ads
 • Country
 
 • Place
–
City,
perimeter
(around

500
m
–
2
km)
 
 • Age
 
 • Target
demographic
group
 
 • Behavioural
targeng
 
 • Mobile
phone
 

  27. 27. Mobile ads exampleı Fred
 Pierre
 ‐
Phone:
Nokia
3x00
 ‐
Phone:
Nokia
E90
 ‐
Likes
to
visit
Myspace
 ‐
Likes
to
visit
CNNmoney
 ‐ Place:
Pilsen
 
 ‐ Place:
Prague
 
 ‐ Spends
15
EUR
for
mobile
 
 ‐
Spends
175
EUR
on
mobile

  28. 28. Why is it compelling?ı
  29. 29. Example targettingı Brief
 • Service:
car
cleaning,
Prague,
 
 targeng
for
car
owners
 SoluOon
 • Target
only
Prague
 
 • Target
for
owners
of
be`er
 
 handsets,
it
is
more
likely
by
2/3
that
 the
person
wil
have
a
car
(Nokia)

  30. 30. Consumer segmentationı Nokia Consumer Segmentation High Involvement Young Explorers Technology Leaders Career Builders Pragmatic Leaders Style Leaders Style Seekers Young Rational Settlers Aspirational Style Comfortable Family Followers Low Involvement Seniors Provider s Practical Homeowners
  31. 31. Which content attracts?ı
  32. 32. Content that attractsı
  33. 33. Mobile future?ı 1. 
Data
tarrifs
will
be
very
cheap
(2
–
3
EUR
per
month),
 or
free
 2. 
Content
development
will
take
off
massively!
 Only
then
mobile
internet
can
take
off
massively
and
 hit
over
30
‐
40%
of
the
populaRon.

  34. 34. Contactı Jan
Rezab
 jan.rezab@gmail.com
 Blog:
h[p://blog.hungrymobile.com

 Clientı www.digitania.hu


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