The rules of mobile advertising

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2010년 5월 25일, 산업교육연구소 발표자료

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The rules of mobile advertising

  1. 1. The Rules Of Mobile Advertising 2010. 5. 25. mobizen
  2. 2. Mobile Tsunami Is Coming. Are You Ready For This?
  3. 3. Do You Think It’s Still Small Market?
  4. 4. 4.6 Billion Mobile Phone For 66.7% Of Earth
  5. 5. Global Mobile Data Traffic 40X From 2009 To 2014 (Unit : EB/month) 4.00 3.60 3.00 2.20 2.00 1.20 0.60 1.00 0.09 0.20 2009 2010 2011 0 2012 - Source : Cisco 2013 2014
  6. 6. We Must Ride Mobile Wave, Now.
  7. 7. So Far...
  8. 8. Now, We Have To Discuss The Business Model.
  9. 9. It Was Simple.
  10. 10. The Types Of Mobile Business Model Sell Application & Contents Mobile Advertising Subscription Fee Transaction Fee Sell Device
  11. 11. Korean Mobile AD. Market Size Trend ( : ) 5 4.5 4 3.5 3 2.8 2.1 1.7 1.3 1 2007 0 2008 2009 2010 2011 - Source : Frost & Sulivan 2012
  12. 12. Price : $750 M Revenue in 2009 : $70 M VS. Price : $265 M Revenue in 2009 : $30 M
  13. 13. What Is Mobile Advertising? Is It?
  14. 14. Sell Your Brand In Here It Is Different With PC Web.
  15. 15. I Will Give You 7 Rules.
  16. 16. Rule #1, Mobile Is Immediate.
  17. 17. 1.8 M In 3 Weeks.
  18. 18. Rule #2, Mobile Is The Shadow Of Consumer.
  19. 19. Mobile LBS Used By US Users 7.50% 15.00% 22.50% 30.00% 0% Locate Near By POI, Shop, or Services 27% Find Where You Are On A Map 26% Use A Navigation Service 25% Get Text Based Directions 23% Locate Friend & Family 19% Send Current Location To Personal Contacts 17% - Source : Mobile Marketing Association,(2010. 4. 20)
  20. 20. “As Mayor Of This Store, Enjoy $1 Off”
  21. 21. Rule #3, Use A Rich Echo System.
  22. 22. App-vertising
  23. 23. Rule #4, Don’t Sell The Product,Yet. Sell Your Brand!
  24. 24. Mobile vs. Non-Mobile AD CTR 0.90% 0.83% 0.68% 0.48% 0.45% 0.23% Mobile 0% Non-Mobile - Source : Chitika Network
  25. 25. Mobile Banner ADs Instances By Sector Home Furnishings Food Retail Computer Hardware Specialized Consumer Services Movies & Entertainment Internet Software & Services Automobile Manufacturers Publishing Broadcasting & Cable TV Mobile Contents - Source : comScore 0% 5% 10% 15% 20% 25% 30% 35% 40%
  26. 26. iPint - Carling from Coors Brewers http://www.youtube.com/watch?v=P71IoNJodkY
  27. 27. Branded Application
  28. 28. Branded Application 15% 30% 45% 60% 0% 58.3% 12.7% 8.8% 5.4% 3.4% 2.9% 2.5% 2.0% - Source : BP Consulting
  29. 29. Rule #5, It Isn’t Easy To Type In Mobile Device.
  30. 30. Mobile Tagging
  31. 31. PEPSI Event In UK http://www.pepsi.co.uk/QRSteps.aspx
  32. 32. Softbank Booth Girl in ’08 Tokyo Game Show
  33. 33. Northwest Airlines N Building
  34. 34. iPod nano Promotion In Subway Station
  35. 35. We Need The Distribution Platform For It.
  36. 36. Google’s Favorite Place
  37. 37. Daum Will Make It, Too.
  38. 38. Rule #6, Landing Page Must Be Various.
  39. 39. 0% 25% 50% 75% 100% 38% 37% 25% 21% 37% 42% 18% 39% 43% 24% 34% 41% - Source : Mobile Entertainment II
  40. 40. Total Mobile Coupon Retail Redemption Value 7000 ( : Million $) 6598.50 5250 4101.60 3500 2242.40 1750 1055.30 3.30 7.20 7.15 373.70 2006 2007 86.40 2008 2009 0 2010 2011 - Source : Borrell Associates 2012 2013 2014
  41. 41. SKT 700 3,000 ( : , ) 700 525 2,250 2,100 400 350 1,600 1,500 245 175 750 570 0 0 3 1 2006 2007 2008 2009 - Source :
  42. 42. Interested In Receiving Age In SKT Discount Coupons via Mobile 20s 30s Other Yes No Not Sure 11% 17% 21% 25% 58% 68% - Source : * The Female Answerer - Source : miBuys
  43. 43. The Place Where Use Mobile Coupon 90% 81.8% 68% 45% 34.3% 34.0% 23% 20.9% 20.2% 0% Fast Food CD,Video Rental Family Restaurant Purchasing Goods Public Restaurant - Source : Pointon Research
  44. 44. Rule #7, Don’t Forget Mobile Web.
  45. 45. 0% 8% 15% 23% 30% Mobile Web 28.4% SMS 22.5% SNS 19.6% MMS 17.1% LBS 15.4% TV/VOD 14.8% Game 7.1% - Source : Brightkite/Gfk NOP Research
  46. 46. Review Rule #1, Mobile Is Immediate. Rule #2, Mobile Is The Shadow Of Consumer. Rule #3, Use A Rich Echo System. Rule #4, Don’t Sell The Product,Yet. Sell Your Brand! Rule #5, It Isn’t Easy To Type In Mobile Device. Rule #6, Landing Page Must Be Various. Rule #7, Don’t Forget Mobile Web.
  47. 47. Thanks For Listening. http://www.mobizen.pe.kr @mobizenpekr

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