Mobile is becoming the dominant medium for advertising over television according to industry leaders. Marketers should invest heavily in mobile given that there are now over 5 billion mobile connections worldwide, more than PCs and televisions combined. By 2013, mobile phones will surpass PCs as the most common device for internet access. Smartphone adoption and sales are rising dramatically. Mobile offers marketers the unique ability to target consumers based on devices, locations, interests and behaviors, making it a highly effective advertising platform.

1. M&C SAATCHI MOBILE
James Hilton
james@mcsaatchimobile.com
14th April 2011

2. Why brands should invest heavily in mobile

3. “MOBILE IS THE MOST
OVER-HYPED MEDIUM IN
THE SHORT TERM AND THE
MOST UNDER-HYPED
MEDIUM IN THE LONG
TERM.”
MARTIN SORRELL, CEO, WPP

4. ‘MOBILE PHONES WILL REPLACE TV AS MOST IMPORTANT
MEDIUM FOR ADVERTISERS.’
Andrew Robertson - CEO, BBDO
‘IT OUGHT TO BE PHENOMENALLY POWERFUL AND MORE
IMPORTANT THAN TV. SO WE SHOULD BE SPENDING 50% OF
OUR MARKETING BUDGET HERE…’
James Eadie -Coca-Cola Marketing Manager
‘I BELIEVE THAT MOBILE COULD BE ONE OF THE GREATEST MEDIA
PLATFORMS EVER CREATED. IT COULD RIVAL TELEVISION, THE
INTERNET AND LITERALLY ANYTHING.’
Peter Chernin, COO of News Corp

5. Most prolific device on Earth
There are now more than 5 billion
connections worldwide – more
than the global adult population.
There are more mobile phones
than TVs and computers
combined.
By 2013, mobile phones will
overtake PCs as the most
common Web access device
worldwide.

6. Sales of Smartphones are up 98% worldwide
(year-on-year).
Source: Gartner. November 2010

7. In 2012, more Smartphones will be sold than
desktop PCs and laptops combined.
Source: Morgan Stanley. October 2010

8. Smartphone adoption by market
• UK also has strong Smartphone adoption at 34.3% (21% 2009)
• UK is the fastest growing among the six markets below

9. DEMOGRAPHIC BREAKDOWN BY COUNTRY
Mobile Internet Access
Source: Communications Market Report. Ofcom. December 2010

10. Content being consumed
• Many factors are driving content consumption e.g. Smartphone and unlimited data plans
• Social Networking is the fastest growing category

11. The opportunity
Mobile is without a shadow of doubt the largest game changer when it comes to
media fragmentation and media consumption.
Marketers have the ability to target handsets, locations, connections and
interests and the predominant payment mechanic is cost per engaged consumer.
Smartphones has proven to attract key influencers, early adopters, brand loyal
high disposable consumers.
Media prices are influenced by supply and demand, with the huge volume of
mobile media available costs are a fraction of what brands are paying for online
traffic.
Early Neilson data is very favourable to say the least.....................

12. THE FUTURE

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