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Presentación de Simon Birkenhead
Mobile marketing in Latin America is growing rapidly due to increasing smartphone and mobile internet usage. However, three myths are holding back its growth: that Latin Americans are not receptive to mobile ads; that feature phones are not important; and that most mobile transactions occur offline. The document dispels these myths with data showing Latin Americans' openness to mobile ads, the continued dominance of feature phones, and examples of successful mobile campaigns including sponsored services. It argues marketers need a "mobile first" approach and should test mobile strategies now to benefit from the fast growth of this region's mobile sector.
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Similar to Presentación de Simon Birkenhead
Presentación de Simon Birkenhead
- 1. Mobile Marketing inLatAm: The Myths, the Facts & the Future_ Simon Birkenhead Director, Global Advertising Sales
- 2. Telefonica Digital_ Beyond Connectivity… Injectingdigital into Telefonica
- 3. Strength of Telefonica acrossLatAm region 42% LATAM in our operating countries 91m 24m 20m 19m 14m 13m 12m 10m 5m 2m Brazil Argentina Mexico Peru Colombia Chile Venezuela Central America Ecuador Uruguay 215 million customers Source: World Bank Popula2on 2012, Telefonica Annual Report 2012
- 4. Our mission isto add contextual relevance to mobile advertising Location Demographic Behavioural Real-World Context
- 5. Latin America offersa unique opportunity_
- 6. 1 Advertisers shouldthink ‘Mobile First’ Latin America Internet Access (millions) 350 300 By 2016: 250 50% 200 of internet users will be mobile-only 150 100 50 0 2012 2013 2014 Sources: eMarketer Aug 2013, Pyramid Research 2013 2015 2016 2017
- 7. 1 Even moreimportant in Mexico 70% 50% of internet users already rely on a mobile device to access the internet 60% 50% 40% 30% 20% 10% 0% 2011 Sources: eMarketer 2013 2012 2013 2014 2015
- 8. 2 ‘Mobile First’requires a fresh approach to collaboration and business model innovation BUY WORK BUILD
- 9. Buy Credit: LUMA partners CONSUMER MARKETER Mobile LUMAscape
- 10.
- 11. Build Mobile Phone Users– LatAm 2013 100% 80% 60% 40% 20% 0% Argentina Brazil Chile Feature Phone Users *users who own at least one device and use it at least once a month Source: eMarketer, Global Media Intelligence Report2013 Mexico Peru Smartphone Users Colombia
- 12. Mobile advertising inLatAm is expected to grow faster than any other region Mobile ad revenues: CAGR by region (2012-2017) $79M LatAm Middle East/Africa North America Western Europe Global Central/East Europe APAC 0% Source: eMarketer, IHS 2013 10% 20% 30% 40% 50% 60% 70% $600M+
- 13. But why ismobile not growing even faster? 3 myths to dispel_
- 15. Latin Americans arevery receptive to mobile ads Positive about mobile advertising Adspend per connection 44% 38% $7.10 $1.00 Asia Pacific $0.10 19% 11% Latin America $2.20 North America Western Europe Sources: WIN/GIA 2013, eMarketer 2013
- 16. Even more positivein Mexico 60% of those familiar with location-based mobile ads thought the service was valuable In 2013, Mexican mobile ad spend per connection is just: $0.62 Source: , GSMA “Mobile Broadband at the Bottom of the Pyramid In Latin America” 2012, eMarketer 2013
- 18. Feature phones aremobiles too Feature phones still dominate in LatAm 31% 69% In Mexico: 39% Sources: Ovum 2013, WIN Gallup 2013, eMarketer 2013 61%
- 19. SMS is made-for-mobileand delivers results Media Amplification Purchase Engagement FOX wanted to raise awareness of their new TV series ‘The Bridge’, to support their TV ad campaign. Elektra wanted to drive participation in a competition whereby users received free air time if they toppedup their Elektra account. Dove wanted to raise awareness of their ‘Cosquillas’ campaign and drive engagement via social media. Result: 67% ad recall 10% watched the show Result: 2.7% topped-up 2.7% conversion rate Result: 93% incremental awareness 18% submitted a video or photo
- 20. Brand-sponsored services areproving popular 15% Engagement Rate FREE SERVICE Sponsored data Ad-funded service value exchange € ad spend Sponsored calls Customers € buy the product Brand
- 21. Sponsored Calls User dials short code or makes a reverse charge call 120,000 calls in Sao Paulo alone Ringback Tones User requests further info from brand (if desired) User listens to 30 second audio ad 96% advert comple2on rate Content User makes free call to friend • SMS Avg. 2 free calls per • Follow-‐up call user per week • Service subscrip2on Fast Food Beauty Educational Content
- 23. Location where smartphoneowners ultimately purchased items researched via their devices 20% The majority of mobile conversions are off-device Online Other 3% In-Store 77% How shoppers use their phones for shopping 0% Find directions Find hours Make price comparisons Find promo offers Browse Find where specific products are sold Find product information Find product availability in-store Find product reviews Make purchase Sources: eMarketer (US) 2013, Google/MARC 2013 20% 40% 60% 80%
- 24. Case study: PizzeriaMonte Verde 63% Remembered the ad 59% Increased intention to buy a pizza 20% Purchased a pizza after receiving the SMS 300% Increase in pizza sales Source: Vivo Pizzeria Monte Verde survey using PublicEye, 2013
- 25. Key takeaways formobile success: Think ‘Mobile First’ Test and learn now Don’t ignore feature phones Strive for contextual relevance
- 26.