The document provides insights into the mobile advertising landscape in Switzerland, highlighting the rapid growth in mobile internet usage and advertising expenditures. It emphasizes the importance of integrating mobile strategies into media plans and explores various advertising formats and practices. By analyzing user engagement and preferences, it outlines best practices and trends in mobile advertising, including advancements in targeting and ad creation.

1. Mobile Advertising
Insights
Mobile Monday # 40
Zurich, April 27, 2014
Christian Vuithier

2. Who we are
Mobile Monday2
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3. Mobile Market
Switzerland
Facts & Figures

4. Mobile Market Switzerland
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Source: www.comcom.admin.ch / 31.12.2013
Mobile connections by provider in thousand

5. Mobile Penetration European comparison
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Source: Analysis Mason, June 30, 2014

6. Mobile Usage
Switzerland
Facts & Figures

7. Mobile Internet Usage in Switzerland
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• 3 of 4 Swiss are using the internet always and everywhere
• Tablet plays a more an more important role as preferred access to the internet,
Switzerland among the top countries worldwide.
• Mobile internet access will be more popular than the access over stationary computer
soon.
Mobile Internet
Users
Source: Media Use Index 2014

8. Mobile Internet Usage
Daily usage per age
Source: Google: Our Mobile Planet 2013
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9. Relevance of Mobile
Would rather give up TV than smartphone
Quelle: Google: Our Mobile Planet 2013
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10. Relevance of Mobile
Don’t leave the hosue without smartphone
Quelle: Google: Our Mobile Planet 2013
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11. Mobile Advertising
Market Switzerland
Facts & Figures

12. Mobile Internet advertising spending Switzerland
• Compound annual growth rate of almost 40% from 2010 to 2014
• Still fastest growing media discipline
Source: PWC Media Outlook
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0
1.1
2.2
4.3
8.7
13
19.5
25
34.7
45.6
0
5
10
15
20
25
30
35
40
45
50
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
+100% +95.5% +102.3% +49.4% +50% +28.2% +38.8% + 31.4%
Spending in million CHF

13. Media Use vs. Media Spending
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Quellen: Adello AG, BFS TUS, MediaFocus, Net-Metrix
Media SpendingMedia Use

14. Mobile Angebot Unique Clients Visits
Page
Impressions
20min.ch - D-CH | Apps (Group) 1'252'000 36'233'702 521'413'158
20min.ch - D-CH | Mobile-Site 1'236'000 6'314'603 30'170'751
Blick Online | Mobile-Site 989'000 13'234'271 256'623'506
local.ch | Apps (Group) 912'000 6'676'215 23'246'210
Search | Mobile-Site 802'000 2'501'170 6'450'161
20min.ch - D-CH | App (Apple iOS, Phone) 680'000 20'661'450 278'673'903
local.ch | Mobile-Site 663'000 1'654'543 5'860'881
Tilllate | Mobile-Site 626'000 1'550'753 18'159'787
local.ch | App (Apple iOS, Universal) 553'000 3'007'752 12'371'912
Search | Apps (Group) 464'000 4'425'295 13'366'672
Mobile Net Reach - Top 1-10 CH Sites / 2013 *
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Source: NET-Metrix 2013-1* exclusive Social Networks (Facebook, Google+, YouTube) / not participating in Net-Metrix Study

15. Mobile Angebot Unique Clients Visits
Page
Impressions
20min.ch - D-CH | Mobile-Site 2'063'000 14'886'773 42'577'782
Blick Online | Mobile-Site 1'826'000 19'471'792 294'779'423
20min.ch - D-CH | Apps (Group) 1'455'000 51'030'642 624'236'995
Search | Mobile-Site 1'344'000 4'033'962 11'798'637
local.ch | Mobile-Site 1'281'000 3'577'714 10'907'665
local.ch | Apps (Group) 1'061'000 8'399'372 26'311'890
20min.ch - W-CH | Mobile-Site 917'000 4'117'425 9'580'564
watson.ch | Mobile-Site 856'000 2'595'550 10'393'350
Blick am Abend | Mobile-Site 812'000 3'200'933 9'858'438
Tilllate | Mobile-Site 779'000 2'237'052 35'432'402
Mobile Net Reach - Top 1-10 Sites CH / 2014 *
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Source: NET-Metrix 2014-2* exclusive Social Networks (Facebook, Google+, YouTube) / not participating in Net-Metrix Study

16. Most popular Apps in Switzerland
Source: Media Use Index 2013, Y&R Gruppe
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17. Mobile Advertising
Best practice

18. Frequency of Noticing Ads on Smartphone
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Source: Google Study Our Mobile Planet 2013

19. Place of Ads Noticed
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Source: Google Study Our Mobile Planet 2013

20. Mobile Advertising – Strategic Approaches
• Extend reach of TV campaign into the web by using TV spot as asset
• Mobile as fixed planned discipline in every digital media plan
• Branding approach vs. performance approach (conversion focused)
• Programmatic media buying by using data (profiles)
• Consumer journey - understanding of the digital media consumption and learn
from interactions with the campaign
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Source: Mindshare POV

21. Mobile Advertising – how it works
• When talking about mobile campaigns we mean Smartphones and Tablets
• Booking parameters: single site, network, programmatic.
• Billing models: CPM and CPC are common – CPX possible
• Pricing of Mobile campaigns is different compared with desktop campaigns at
most publishers
• Optimization in frequency through frequency capping (e.g. 1x/24h/user,
3x/week/user, 5x/campaign/user) is highly recommended.
• Most common targeting possibilities are: Device/Operating system, weather, time,
type of mobile connection (3G/LTE, Wi-Fi), location.
• Thanks to fingerprinting methodology, interest based, socio demographic and
other targetings will be reality soon.
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Source: Mindshare POV

22. Mobile Advertising – good to know
• Ad creation is a challenge due to different specifications depending on operating
system and screen size / screen resolution.
• Offer of standard formats (such as Rectangle and Wideboard) reduce complexity
and became very popular thanks to content near integration.
• Responsive Mobile Ads will make their way.
• Cookie based conversion tracking is still difficult and normally not possible in Apps
– standard deactivation of cookies makes it also more difficult on mobile websites
• Future mobile tracking technologies work with user identification based on
fingerprints.
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Source: Mindshare POV

23. Mobile Standard Ads Smartphones / Tablets
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• Smaller formats such as Mobile Banners are replaced by larger formats
like Mobile Rectangles and Mobile Wideboards
• Intestitials/Prestitial (both fullscreen) are recommended for launch
campaigns by using a strict frequency capping
• Appearance varies from 5 seconds (Interstitials/Prestitials) to 10
seconds for formats where the ad is not layed over the website content
• Size of formats may vary from website to website (same for apps).
• Most common technologie are HTML5, GIF (animated) and JPEG
Source: Mindshare POV

24. Mobile Video Ads for Smartphones
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• TV commercials up to 30 seconds are often used as Rolls in order to extend reach of a
TV campaign
• Spots up to 15 seconds can be shown as Videostitials (autoplay, ending after 20 secs,
user initiated closing possible)
• Most common video formats can be used, sometimes combined with aditional stills
Source: Mindshare POV

25. Mobile Special Ads for Smartphones
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• Strong impact animated ads become more an more popular
• Swipeable ads such as Cubes or Smart Banners are in trend and still are surprising the
user
• User interactions on the ad can be measured and analyzed
• Eeasy in produtction – only 4 different stills (GIF/JPEG/PNG) and up to 4 URL
Source: Mindshare POV

26. Mobile Video Offers in Switzerland
• TV as mass media has come to its limits –
mostly younger target groups are consuming TV offers online.
• Trend of extend TV reach into digital (including mobile) is here.
• Most common formats are Rolls (Pre-/Mid-/Post)Interstitial and Video-Layers.
• Huge inventory from different publishers.
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Source: Mindshare POV

27. Mobile Advertising - Pricing
Mobile Advertising in Switzerland is rather high priced compared with almost every other market.
Indicative gross prices for CH market:
Mobile Banner CPM CHF 15 to CHF 50
Mobile Banner CPC starting at CHF 0.50 brutto
Mobile Banner CPX CHF ?
Pre-/Interstitial Smartphone CPM CHF 70 to CHF 100
Pre-/Interstitial Tablet CPM CHF 80 to CHF 100
Rolls (Pre-/Mid-/Post) CPM CHF 30 to CHF 90
Mobile advertising portfolio potential only exhausted by 10% so far.
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Source: Mindshare POV

28. Trends in Mobile Advertising
• Mobile targeting is getting more precise.
• iPhone’s stores locations automatically - locations and recently visited places can be
identified (even if GPS is turned off)
Targeted Campaigns
Source: Adello 2014
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29. Trends in Mobile Advertising
• Generating awareness with Mobile Ads.
• After clicking a coupon can be stored in
Passbook App (iOS).
• Interaction and reactivation of the Coupon:
- Calendar entry
- Push message
- Location based activation
- Time based activion
- Change of stored or reactivation of expired
coupon
Mobile Couponing
Source: Adello 2014
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30. Trends Second Screen
• sound recognition of a TV spot
• recording by using Shazam App
• user will automatically forwarded to a website
with further information/competition/offer
• synchronization of TV planning with digital
mobile campaign
• adserving technology allows advertiser to
show his mobile campaign while TV
commercial is broadcasted
Source: Adello 2014
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32. Thank you