3. 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
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9. 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
10. 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
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16. 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