Johannison

Opportunities of mobile advertising

Agenda ,[object Object],[object Object],[object Object],[object Object]

The mobile advertising landscape Some operators estimate 1-5% of tot. revenues may come from ‘ mobile advertising’ in 5 years time MA represents a little more than 0.1% of operator revenues Mobile advertising accounts for under 1% of total advertising spend Jim Stengel, CMO, Procter & Gamble 50% of brands say they will spend 5-25% of their ad spend on mobile in 5 years time

The mobile - a new media channel with some unique capabilities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The characteristics of the mobile is changing our daily behavior

Mobile advertising opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Industry challenges and barriers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

It is all about Relevance and Reach Revenues ,[object Object],[object Object],[object Object],[object Object],Relevance Reach

Relevance is key Relevant targeting is one of the major factors differentiating mobile media from other advertising windows Anonymous Advertising Ads are not based on any targeting Criteria. $5 CPM rate Level of targeting Contextual advertising Ad based on contextual criteria, e.g. type of content, location. $25 Personalised advertising Ad based on specific, personal criteria, e.g. preferences, location, usage, time. $50 Source: Eden Zoller, Ovum, May 2007 ,[object Object],[object Object],[object Object],[object Object]

Relevant for who? Who would be the target for mobile advertising in CZ? Base: Main mobile phone user Source: Ericsson ConsumerLab Czech country study 2008 Consumer interest in mobile advertising in CZ

Relevant for who? Who would be the target for mobile advertising in CZ Base: Main mobile phone user Source: Ericsson ConsumerLab Czech country study 2008 These 5 segments accounts for about 50% of the population

Relevance of brands ,[object Object],[object Object],[object Object],SOCIAL SPHERE PUBLIC SPHERE Ads are accepted Ads are a part of the environment Favourite brands Interest related brands Any brands PRIVATE SPHERE Ads are intrusive Source: Ericsson ConsumerLab Largest online advertisers in CZ Jan-July 2008 Source: CIA Czech Republic, August 2008

How can we reach them? Potential advertising bearers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],WAP RBT UGC Mobile TV Mobile search Idle screen Voice mail Portals Video Music Games MMS SMS

Operator View Mobile Ad inventory changing from Messaging today to Display, Search and Mobile TV in the future Messaging is currently the key Mobile Advertising vehicle ,[object Object],[object Object],[object Object],Display, Search and Mobile TV are seen as the key Mobile Advertising vehicles of the future Source: TeliaSonera 2007, Ericsson Business Consulting Analysis

Reach the audience thru various channels Relevant advertising formats today and tomorrow… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Ericsson Consumer Lab survey Czech Republic 2008

Managing Reach Operators working together…. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ We realized that not even with our large market shares we can create enough interest among advertisers for the mobile channel so we asked ourselves the question: How can we grow the market and make it more interesting?The answer was that we need to work together” (Johan Lindgren CEO of Telenor Sweden) Source: Svenska Dagbladet

Overview of value chain and expected percentages Advertiser Ad agency Media sales agency Service enabler Publisher/ Operator Consumer Pays 100% Gross ad rate (CPM) Retain 25% of Gross ad rate Retains 15-20% of Gross ad rate Receives 55-60% of Gross ad rate Shares 25-30% with content provider

[object Object],[object Object],[object Object],[object Object],[object Object],Ericsson experiences

Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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