Mobile advertising has grown significantly from 1998 to 2008. During this period, mobile phones evolved from basic calling devices with limited memory and speed to powerful smartphones with large storage, fast processors, and internet access. As mobile internet usage increased worldwide, surpassing fixed internet by 2010, the mobile advertising market also expanded rapidly. Mobile ads can now be highly targeted based on factors like location, demographic information, and user behavior to deliver more relevant messages. However, mobile advertising is still developing and building partnerships and customized content will be important for its continued growth.

1. Mobile advertising

2. History of mobile phones How did we even get from calling to advertising?

3. Why a mobile phone??? 1998 - Why should I get a mobile phone? I am perfectly good with my landline! 2008 – Why should I get a landline? I am perfectly OK with my mobile phone! = Communication Why buy a phone?

4. Nokia 5110 1998 Apple iPhone 3G 2008 SonyEricsson T610 2003 Nokia N70 2005 10 years of mobile, 1998 - 2008

5. Memory: around 100 contacts About 10 sms Speed: Few MHz Memory: 8 GB ( + SD memory cards) Speed: 332 MHz 64 MB RAM From Snake to Quake!

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

7. Mobile phones have many features E-mail Content downloads Ringtones, fulltrack Videos Browsing, e.g. News Live TV

8. Mobile phones have loads of features … and crime deterrent

9. Current mobile web market state How is the mobile web market evolving worldwide?

10. Normal internet in mobile phones?

11. Around 8% of people worldwide Use mobile internet every month

12. Mobile Internet Will Surpass Fixed Internet in Usage in 2009 /2010 Source: Judge Business School Studies, CSMG ADVENTIS Analysis Will surpass the normal internet! 2006 2010 1B 2B 500M 1.2B Mobile Internet Fixed Internet

13. Mobile internet is growing! 10,5%

14. Companies who already mobilized

17. QR codes QR codes in N Y Times Clicking went directly to mobile site

18. ...Mobile advertising … and of course

19. Mobile advertising facts 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

20. How does it look?

21. Mobile advertising expectations 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

22. Mobile advertising players - 2004

23. Mobile advertising players - 2008 Powered by

24. Local companies matter Local companies matter! e.g. Mobile Operators

25. Global Mobile Advertising Growth Where is mobile advertising? Billions of euros 1 2 3 4 5 6 7 8 9 2005 2006 2007 2008 2009 0 Source: eMarketer

26. „ Text-to-win“ SMS advertisements

27. Mobile web advertising Targetting, personalisation, and behavioural targetting

28. Possibilities of perfect targetting of mobile ads Country Place – City, perimeter (around 500 m – 2 km) Age Target demographic group Behavioural targetting Mobile phone Mobile web advertising

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

30. Why is it compelling?

31. Brief Service: car cleaning, Prague, targetting for car owners Solution Target only Prague Target for owners of better handsets, it is more likely by 2/3 that the person wil have a car (Nokia) Example targetting

32. Rational Aspirational High Involvement Low Involvement Pragmatic Leaders Comfortable Seniors Practical Homeowners Family Providers Style Followers Young Settlers Style Leaders Young Explorers Career Builders Style Seekers Technology Leaders Nokia Consumer Segmentation Consumer segmentation

33. Which content attracts?

34. Content that attracts

35. Data tarrifs will be very cheap (2 – 3 EUR per month), or free Content development will take off massivel y! Only then mobile internet can take off massively and hit over 30 - 40% of the population. Mobile future ?

36. Jan Re zab j an.rezab @gmail.com Blog: http://blog.hungrymobile.com Contact