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Mobile Advertising IAB

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March 16 IAB presentation

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Mobile Advertising IAB

  1. 1. Mobile Advertising as seen by ‘The Analyst’ March 16, 2009 Julien Theys Monday, March 16, 2009
  2. 2. We cover Media • Cinema • Video • TV • Games • Broadband • ... and Mobile Monday, March 16, 2009
  3. 3. ‘The Analyst’ Monday, March 16, 2009
  4. 4. You already know this Monday, March 16, 2009
  5. 5. You already know this More mobiles than PCs Personal Always-on Targeted / Relevant Location-aware One day it will get bigger than online (the Google guy said so) Mobile advertising is amazing Monday, March 16, 2009
  6. 6. But it’s one big mess... Monday, March 16, 2009
  7. 7. Monday, March 16, 2009
  8. 8. Monday, March 16, 2009
  9. 9. Push Please Banners Editorial Alerts Games Video Online Print MMS call me Monday, March 16, 2009
  10. 10. Mobile Media Advertising Monday, March 16, 2009
  11. 11. Mobile Media Advertising Mobile Monday, March 16, 2009
  12. 12. Mobile Media Advertising Mobile Content Premium Monday, March 16, 2009
  13. 13. Mobile Media Advertising Mobile Content Advertising Premium Display Search Monday, March 16, 2009
  14. 14. Mobile Media Advertising Mobile Content Advertising Ad-supported Premium Display Search content Monday, March 16, 2009
  15. 15. Ad-supported content Worldwide Mobile Media Advertising Market (€m) 2,000 1,500 1,000 500 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Monday, March 16, 2009
  16. 16. Ad-supported content European Mobile Media Advertising Market (€m) 400 300 200 100 0 2005 2006 2007 2008 2009 2010 2011 2012 TV VoD Monday, March 16, 2009
  17. 17. Mobile TV advertising 81% of Europe’s mobile content advertising market by 2012 Metrics needed Spectrum Competing standards DVB-T chipsets Mobile TV in search for a revenue model Monday, March 16, 2009
  18. 18. Worldwide Mobile TV Market (€m) 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Subscription Revenue Ad Market Monday, March 16, 2009
  19. 19. One drop in the ocean 2012 European TV advertising market 1% TV advertising Mobile TV advertising 99% Monday, March 16, 2009
  20. 20. Games & apps Monday, March 16, 2009
  21. 21. Games & apps Games enjoy a longer life Monday, March 16, 2009
  22. 22. Games & apps Games enjoy a longer life Advertising remains a marginal revenue stream Monday, March 16, 2009
  23. 23. Games & apps Games enjoy a longer life Advertising remains a marginal revenue stream Higher engagement with paid apps Monday, March 16, 2009
  24. 24. Games & apps Games enjoy a longer life Advertising remains a marginal revenue stream Higher engagement with paid apps Too few sessions, too low CPMs Assuming the volume of ads is tolerable Monday, March 16, 2009
  25. 25. Games & apps Games enjoy a longer life Advertising remains a marginal revenue stream Higher engagement with paid apps Too few sessions, too low CPMs Assuming the volume of ads is tolerable But some apps are the ad No direct revenue Monday, March 16, 2009
  26. 26. And the operator ? Monday, March 16, 2009
  27. 27. Towards a ‘Smart pipe’ ? Monday, March 16, 2009
  28. 28. Towards a ‘Smart pipe’ ? Brands Media buyers Sales Serving Operators Monday, March 16, 2009
  29. 29. Towards a ‘Smart pipe’ ? Brands Media buyers Sales Serving Operators Trust Monday, March 16, 2009
  30. 30. Towards a ‘Smart pipe’ ? Brands Media buyers Sales Serving Operators Trust Customer data Monday, March 16, 2009
  31. 31. Towards a ‘Smart pipe’ ? Brands Media buyers Sales Serving Operators Trust Customer data Core competencies Monday, March 16, 2009
  32. 32. Towards a ‘Smart pipe’ ? Brands Media buyers Sales Serving Operators Trust Customer data Core competencies A media company or an access provider? Monday, March 16, 2009
  33. 33. Opportunities in targeting Monday, March 16, 2009
  34. 34. Opportunities in targeting Profile Profile Basic Context Behavioral Dynamic (submitted) (inferred) Monday, March 16, 2009
  35. 35. Opportunities in targeting Profile Profile Basic Context Behavioral Dynamic (submitted) (inferred) Given Monday, March 16, 2009
  36. 36. Opportunities in targeting Profile Profile Basic Context Behavioral Dynamic (submitted) (inferred) Given OK Monday, March 16, 2009
  37. 37. Opportunities in targeting Profile Profile Basic Context Behavioral Dynamic (submitted) (inferred) Given OK Delicate Monday, March 16, 2009
  38. 38. Opportunities in targeting Profile Profile Basic Context Behavioral Dynamic (submitted) (inferred) Given OK Delicate Being the ideal candidate on the technical front doesn’t mean it will be tolerated Monday, March 16, 2009
  39. 39. Entering a platform play And yet the mobile OS is not the cash cow Monday, March 16, 2009
  40. 40. There is no such thing * or every phone is a Google phone as a Google phone Monday, March 16, 2009
  41. 41. Worldwide Quarterly Smartphone shipments by OS (m) 50 40 30 20 10 0 02Q2 02Q4 03Q2 03Q4 04Q2 04Q4 05Q2 05Q4 06Q2 06Q4 07Q2 07Q4 08Q2 08Q4 Symbian Windows Mobile Blackberry Mac OSX iPhone Palm Android Other Linux' Monday, March 16, 2009
  42. 42. Experience matters Monday, March 16, 2009
  43. 43. Experience matters iTunes: days to 200m downloads Videos Songs iPhone Apps 0 200 400 600 800 1000 1200 Monday, March 16, 2009
  44. 44. Experience matters iTunes: days to 200m downloads Videos Songs iPhone Apps 0 200 400 600 800 1000 1200 Monday, March 16, 2009
  45. 45. Experience matters iTunes: days to 200m downloads Videos Songs iPhone Apps 0 200 400 600 800 1000 1200 Monday, March 16, 2009
  46. 46. Experience matters iTunes: days to 200m downloads Videos Songs iPhone Apps 0 200 400 600 800 1000 1200 Monday, March 16, 2009
  47. 47. The end of a funding cycle Monday, March 16, 2009
  48. 48. Mobile VC funding deals 90 80 70 60 50 40 30 20 10 0 Q1 2007 Q2 2007 Q3 2007 Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008 Advertising Total funding deals Monday, March 16, 2009
  49. 49. Mobile VC funding volume (€m) 700 600 500 400 300 200 100 0 Q1 2007 Q2 2007 Q3 2007 Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008 Advertising Total funding volume Monday, March 16, 2009
  50. 50. Mobile M&A deals 50 40 30 20 10 0 Q1 2007 Q2 2007 Q3 2007 Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008 Advertising Total M&A deals Monday, March 16, 2009
  51. 51. Over-hyped concepts will be hit the hardest Monday, March 16, 2009
  52. 52. Over-hyped concepts will be hit the hardest Low barriers to entry User-generated content Location-based services Monday, March 16, 2009
  53. 53. Over-hyped concepts will be hit the hardest Low barriers to entry User-generated content Location-based services Failure to replicate App stores Monday, March 16, 2009
  54. 54. Over-hyped concepts will be hit the hardest Low barriers to entry User-generated content Location-based services Failure to replicate App stores Lack of IP Mobile social networks Monday, March 16, 2009
  55. 55. Clash of the titans Monday, March 16, 2009
  56. 56. Clash of the titans Hardware Danger Nokia OS Android Windows Symbian Search Google OneSearch Live Search AOL Ad unit Mail, maps, Services Mail, maps MSN AOL OVI YouTube Monday, March 16, 2009
  57. 57. Clash of the titans Hardware Danger Nokia OS Android Windows Symbian Search Google OneSearch Live Search AOL Ad unit Mail, maps, Services Mail, maps MSN AOL OVI YouTube Monday, March 16, 2009
  58. 58. Clash of the titans Hardware Danger Nokia OS Android Windows Symbian Search Google OneSearch Live Search AOL Ad unit Mail, maps, Services Mail, maps MSN AOL OVI YouTube Monday, March 16, 2009
  59. 59. Clash of the titans Hardware Danger Nokia OS Android Windows Symbian Search Google OneSearch Live Search AOL Ad unit Mail, maps, Services Mail, maps MSN AOL OVI YouTube Monday, March 16, 2009
  60. 60. Clash of the titans Hardware Danger Nokia OS Android Windows Symbian Search Google OneSearch Live Search AOL Ad unit Mail, maps, Services Mail, maps MSN AOL OVI YouTube Monday, March 16, 2009
  61. 61. Clash of the titans Hardware Danger Nokia OS Android Windows Symbian Search Google OneSearch Live Search AOL Ad unit Mail, maps, Services Mail, maps MSN AOL OVI YouTube Monday, March 16, 2009
  62. 62. Vying for search Monday, March 16, 2009
  63. 63. Vying for search US search deals Operator Search Provider Subscribers (m) 84 77 49 33 Monday, March 16, 2009
  64. 64. Forward-looking trends Monday, March 16, 2009
  65. 65. Forward-looking trends Emerging markets to lead the way Culture Regulation Primary connection Monday, March 16, 2009
  66. 66. Forward-looking trends Emerging markets to lead the way Culture Regulation Primary connection The social network becomes the address book Monday, March 16, 2009
  67. 67. Forward-looking trends Emerging markets to lead the way Culture Regulation Primary connection The social network becomes the address book Search becomes real time Monday, March 16, 2009
  68. 68. Forward-looking trends Emerging markets to lead the way Culture Regulation Primary connection The social network becomes the address book Search becomes real time Operators monetise market research Monday, March 16, 2009
  69. 69. Please contact me Thanks julien.theys@screendigest.com www.screendigest.com Monday, March 16, 2009

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