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Location-based Mobile Ad:  A Lesson From Japan ,[object Object],[object Object],[object Object],[object Object]
Introducing speakers Gen Miyazawa Ren Ando ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A little about us…
[object Object],[object Object],[object Object],[object Object],About Cirius Technologies, Inc.
Tell us a little about you… ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Agenda -   -
Part I: Japanese Mobile Market Trends
Overview Japanese mobile market from these aspects; ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],Japanese mobile market quick glance
Japan mobile subscriber growth Mobile Subscriber Forecast (2004-2011)   Source: ROA Group  (K) Penetration
Mobile commerce market hit $ 10B Source: Ministry of Internal Affairs and Communications
Popular mobile contents Source: Mobile Content Forum (July 2007) (Millions USD)
Mobile Video and TV TV watching (w/ digital TV tuner) and video sharing will soon become a top mobile entertainment.  You Tube on mobile Nico Nico Video Sharing
IC wallets integrated with mobile phones ,[object Object],[object Object]
Why did the market grow so rapidly? ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],Latest trends to promote mobile ad market expansion
Part II: Japanese Mobile Ad Market
Overview Japanese Mobile Ad Market from the aspects below; ,[object Object],[object Object],[object Object]
Mobile ad growth forecast in Japan unit: millions USD
Large "mobile / total" ad spend ratio 1% of total 0.3% of total
Large spending on display and search ads Source: Dentsu Inc. , Feb 2008 eMarketer, Mar 2008
Preferred compensation models among advertisers
Sponsored listings are growing rapidly
Part III : Location-based mobile ads and Case Studies
The location-based mobile ad platform ,[object Object],[object Object]
Location Based Ad Service "AdLocal" Advertiser Target range Example AdLocal displayed at  Stanford [AD] University Ave. No.1 Mexican Restaurant 10% Discount Coupon!
How AdLocal works Advertisers Publishers Operators Mobile Phone Ads are inserted Landing Page or Click-To-Call Ad  Campaign User’s Location [AD] University Ave. No.1 Mexican Restaurant 10% Discount Coupon!
Examples of Advertisers Most successful categories of advertisers: Food & Restaurant Local Jobs and Employment  Educational Institutions Beauty salons Car dealers
Strong publisher network in Japan [PR]SALE!!10% Discount @Tokyo [PR]No.1 Sushi Bar! Shibuya Sta. [PR]English Lessons at Shibuya [PR]SALE!! 10% Discount Coupon  【 tabelog.com 】 http://m.tabelog.com Kakaku.com, Inc. Moba-ge Town NTT-BJ  i-Townpage 【 @nifty 】 http://bousai.nifty.com 【 Excite Mobile 】 http://mobile.excite.co.jp Excite Japan 【 askU.com 】 http://m.asku.com Bandai Networks, Inc. 【 gogo.gs 】 http://m.gogo.gs gogolabs, Inc. 【 e-Nenpi 】 http://response.jp/enenpi/ IRI Commerce and Technology, Inc * DoCoMo Official CP
Proved performance for advertisers Non-Local Ads   Local Ads  (Average CTR for 12 month from mid-2007 to mid-2008 )
Proved performance for publishers (Average CPM for 12 month from mid-2007 to mid-2008 ) Non-Local Ads   Local Ads
Case Studies
A car manufacturer targeted their ads to the areas near their dealers. Actual Screen Image A fast food franchiser promoted their  franchisees. Case Study 1 : Pinpointing Market Areas
Before: $1,000/student tutor hired Case Study 2 : A home tutoring company After using AdLocal: $300/student tutor hired The tutoring company targeted university campuses.
Combined with a big screen advertising in downtown Tokyo, to promote a new album of a singer.  10,000 customers  interacted with this campaign within 3 days. Case Study 3 : Simultaneous-ad campaign
Part IV: Opportunities for the  European mobile market
Growing GPS enabled phones
Print  Advertising To Mobile Newspaper Inserts Flyers Free paper Free magazines Yellowpage ads Print Ad Spending Printed local ads to shift mobile
Potential partners ,[object Object],[object Object],[object Object],[object Object]
Content Providers Monetize mobile apps and contents.
Operators ,[object Object],[object Object],[object Object]
Handset Manufacturers Monetize pre-installed apps with local ads Widgets Apps
PND manufacturers ,[object Object],[object Object]
Our New International Product is Coming Soon in Spring 2009
Please contact us at: [email_address] Our temporary international site:  http://www.cirius.co.jp/en New international site: http://ciri.us  (from mid-Nov)
APPENDIX
Comparison To Contextual Ads User Azabu area Roppongi  area $0.40 bid by store B $0.30 bid by store A $0.60 bid by store C *Roppongi and Azabu are two areas in Tokyo which are in the same market space. 2 1 3
Ad Impressions in Tokyo

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Location-based Mobile Ad: A Lesson From Japan

  • 1.
  • 2.
  • 4.
  • 5.
  • 6.
  • 7. Part I: Japanese Mobile Market Trends
  • 8.
  • 9.
  • 10. Japan mobile subscriber growth Mobile Subscriber Forecast (2004-2011)   Source: ROA Group  (K) Penetration
  • 11. Mobile commerce market hit $ 10B Source: Ministry of Internal Affairs and Communications
  • 12. Popular mobile contents Source: Mobile Content Forum (July 2007) (Millions USD)
  • 13. Mobile Video and TV TV watching (w/ digital TV tuner) and video sharing will soon become a top mobile entertainment. You Tube on mobile Nico Nico Video Sharing
  • 14.
  • 15.
  • 16.
  • 17. Part II: Japanese Mobile Ad Market
  • 18.
  • 19. Mobile ad growth forecast in Japan unit: millions USD
  • 20. Large "mobile / total" ad spend ratio 1% of total 0.3% of total
  • 21. Large spending on display and search ads Source: Dentsu Inc. , Feb 2008 eMarketer, Mar 2008
  • 22. Preferred compensation models among advertisers
  • 23. Sponsored listings are growing rapidly
  • 24. Part III : Location-based mobile ads and Case Studies
  • 25.
  • 26. Location Based Ad Service "AdLocal" Advertiser Target range Example AdLocal displayed at Stanford [AD] University Ave. No.1 Mexican Restaurant 10% Discount Coupon!
  • 27. How AdLocal works Advertisers Publishers Operators Mobile Phone Ads are inserted Landing Page or Click-To-Call Ad Campaign User’s Location [AD] University Ave. No.1 Mexican Restaurant 10% Discount Coupon!
  • 28. Examples of Advertisers Most successful categories of advertisers: Food & Restaurant Local Jobs and Employment Educational Institutions Beauty salons Car dealers
  • 29. Strong publisher network in Japan [PR]SALE!!10% Discount @Tokyo [PR]No.1 Sushi Bar! Shibuya Sta. [PR]English Lessons at Shibuya [PR]SALE!! 10% Discount Coupon 【 tabelog.com 】 http://m.tabelog.com Kakaku.com, Inc. Moba-ge Town NTT-BJ i-Townpage 【 @nifty 】 http://bousai.nifty.com 【 Excite Mobile 】 http://mobile.excite.co.jp Excite Japan 【 askU.com 】 http://m.asku.com Bandai Networks, Inc. 【 gogo.gs 】 http://m.gogo.gs gogolabs, Inc. 【 e-Nenpi 】 http://response.jp/enenpi/ IRI Commerce and Technology, Inc * DoCoMo Official CP
  • 30. Proved performance for advertisers Non-Local Ads Local Ads (Average CTR for 12 month from mid-2007 to mid-2008 )
  • 31. Proved performance for publishers (Average CPM for 12 month from mid-2007 to mid-2008 ) Non-Local Ads Local Ads
  • 33. A car manufacturer targeted their ads to the areas near their dealers. Actual Screen Image A fast food franchiser promoted their franchisees. Case Study 1 : Pinpointing Market Areas
  • 34. Before: $1,000/student tutor hired Case Study 2 : A home tutoring company After using AdLocal: $300/student tutor hired The tutoring company targeted university campuses.
  • 35. Combined with a big screen advertising in downtown Tokyo, to promote a new album of a singer. 10,000 customers interacted with this campaign within 3 days. Case Study 3 : Simultaneous-ad campaign
  • 36. Part IV: Opportunities for the European mobile market
  • 38. Print  Advertising To Mobile Newspaper Inserts Flyers Free paper Free magazines Yellowpage ads Print Ad Spending Printed local ads to shift mobile
  • 39.
  • 40. Content Providers Monetize mobile apps and contents.
  • 41.
  • 42. Handset Manufacturers Monetize pre-installed apps with local ads Widgets Apps
  • 43.
  • 44. Our New International Product is Coming Soon in Spring 2009
  • 45. Please contact us at: [email_address] Our temporary international site: http://www.cirius.co.jp/en New international site: http://ciri.us (from mid-Nov)
  • 47. Comparison To Contextual Ads User Azabu area Roppongi area $0.40 bid by store B $0.30 bid by store A $0.60 bid by store C *Roppongi and Azabu are two areas in Tokyo which are in the same market space. 2 1 3