III Study on Mobile Marketing Spending in Spain

1. 3rd Study on Mobile Marketing Spending
in Spain
November 2010
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2. • Accenture has conducted this study in collaboration with the MMA since its first edition in 2008. The
development of methodology for gathering information and further treatment is designed evenly over the three
years so that the results have had a historical relationship between them that supports the strength of the
estimations.
• We want to highlight the joint effort with the MMA in the collection of questionnaires, which this year has
reached the figure of 31 companies and 14 advertisers, resulting in the most comprehensive study on mobile
advertising and marketing in the world today.
Accenture is a global management consulting, technology services and outsourcing company,
with approximately 204,000 people serving clients in more than 120 countries. Combining
unparalleled experience, comprehensive capabilities across all industries and business
functions, and extensive research on the world’s most successful companies, Accenture
collaborates with clients to help them become high-performance businesses and
governments. The company generated net revenues of US$21.6 billion for the fiscal year
ended Aug. 31, 2010.
Its home page is www.accenture.com.

3. Index
Objectives and Methodology
Marketing Mobile Scope
Marketing Mobile Spending
Future Trends
Advertisers’ view
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4. 3rd Study on Marketing Mobile Spending: Objectives
This third wave of the study on investment in marketing and mobile advertising in Spain covers the
following objectives:
• Quantify ad spending devoted to marketing and mobile advertising in 2010
• analyze and to spread the sector economic relevance
In order to achieve that, a methodology based on the collaboration with other MMA associated
companies have been accomplished. They have expressed their point of view about the sector
throughout the following surveys.
This survey aims to get information about done and/or received investment
It allows us to have a knowledge about challenges, forecast and point of view about
marketing mobile in Spain.
It allows us to have a knowledge about advertiser challenges, forecast and point of
view about marketing mobile in Spain
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5. Participant enterprises on 2010 Study
Surveys have been collected during July to
October 2010.
In this edition, 31 associated companies have
taken part in the study. They represent the
different typologies that MMA represents.
• Mobile phone operators
• Interactive agencies.
• Technology and contents creators.
• Marketers
In addition, this edition has enjoyed the
cooperation of 14 advertisers:
BBVA, Caja Madrid, Procter&Gamble,
Real Madrid, Toyota, Turismo de Barcelona,
Vanity Fair, Acción contra el Hambre, Carrefour,
Caser, Celta, Sogecable, BMW motos, Panrico
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Non MMAAssociated companies: Always, Mobivery,
Wantham, Equmedia XL

6. Index
Objectives and Methodology
Marketing Mobile Scope
Marketing Mobile Spending
Future Trends
Advertisers' view
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7. Mobile Marketing definition
Mobile Marketing is a set of practices that enables organizations to
communicate and engage with their audience in an interactive and
relevant manner through any mobile device or network.
Display
Search
Marketing móvil
Bluetooth SMS
MMS
Aplicaciones
Advergaming
Contents and
Aplicacations
VoiceCuponning MessengerProximityMobile advertising
What does marketing mobile contain?
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8. Index
Objectives and Methodology
Marketing Mobile Scope
Marketing Mobile Spending
Future Trends
Advertisers' view
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9. USA Marketing Mobile investment
Evolution
Marketing Mobile in 2011 will represent a market close to a billion dollars in USA
Marketing mobile investment in USA (2007-.2012e)(Million Dollars)
Source: emarketer September 2010. Includes display, search y messenger
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10. Investment in advertising in Spain
Forecasting 2010
Different forecastings reflect a serious crisis on advertising market in Spain
The only growth media is the interactive one.
Source: Infoadex july 2010, Arce Media july 2010, Zenith Media october 2010
Forecasting % variation on advertising investment
3,5
-1,0 -0,5
7,4
2,0 1,5
13,5
10,5 10,8 10,9
Infoadex 1st Hallf 10 Arce I2p 2010e Zenith Vigia 2010e
Total
advertising
Tv
The Internet
Mobiles
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11. Mobile Marketing in Spain for 2010
EUR 38 million
17.8% growth
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12. Investment in Marketing Mobile in Spain.
Evolution
Despite the crisis on advertising market, activity during 2010 will exceed 38 million (€), with a
17,8% growth versus 2009 for all marketing mobile activities.
.
Source: Quantitative and qualitative survey MMA. Spain. 2010
Including technology, production and investment
Marketing mobile investment evolution.
15,1
28,6 32,3
38,0
2007 2008 2009 2010e
+89%
+13,3%
Marketing mobile investment in Spain
+17,8%
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13. 15,1
28,6 32,3 38,0
56,0
89,2
2007 2008 2009 2010e 2011e 2012e
Investment in Marketing Mobile in Spain.
Evolution
Marketing mobile investment evolution.
Source: Quantitative and qualitative survey MMA. Spain. 2010
Including technology, production and investment
+89%
+13,3%
+18%
CAGR 2010 - 2012:
53%
+47%
+59%
Sector forecasts for 2012 are optimistic, with average growth of 53%. For 2012, a figure
expected to reach about 90 billion.
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14. Evolution of Marketing mobile investment by typology in Spain ( 2007-2010e) (million €)
Investment in Marketing Mobile in Spain
Investment by typology
In 2010 Marketing and Mobile advertising will be a 38 million (€) market in Spain.
This year, applications which have been further growth in volume generated
*New category 2010
Including technology, production and investment.
Not includes premium and corporative messenger.
Source: Quantitative and qualitative survey MMA. Spain. 2010
12,2
1,1
7,8
13,7
1,3
0,4
1,5
Applications Proximity Messenger Internet mobile Voice Social networks ad content* Mobile portal*
2007
2008
2009
2010E
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15. Investment in Marketing Mobile in Spain
Investment by typology
Internet Mobile is still the most important activity in terms of volume. However, other
typologies as Applications are increasingly important thanks to the new terminals.
36%
23% 28% 32%
29%
32%
11% 3%
13%
12%
18% 21%
22%
33%
36% 35%
3%
3,5%
4%
2007 2008 2009 2010e
Mobileportal*
adcontent*
SocialNetwork
Voice
Internetmobile
Messenger
Proximity
Applications
Evolution of investment in marketing mobile by typologies in Spain (2007-2010e)
*New category 2010
Including technology, production and investment.
Not includes premium and corporative messenger.
Source: Quantitative and qualitative survey MMA. Spain. 2010
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16. 71%
19%
10%
Media buying
Technology
Creativity
Investment in Marketing Mobile in Spain
Investment by typology: Internet Mobile
Internet Mobile is one of the main leverage for marketing mobile with an investment of 14 million (€) for 2010.
Most part of this investment is directed to the buy of display (it represents the 85% of total investment on Media).
The 15% is invested in Search
3
10
12
14
2007 2008 2009 2010e
Evolution % investment * Evolution Investment* (millions €) % Investment per Concept % Investment per action type
85%
15%
Display
Search
22%
33%
36% 35%
2007 2008 2009 2010e
Source: Quantitative and qualitative survey MMA. Spain. 2010
Including technology, production and investment
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17. Investment in Marketing Mobile in Spain
Investment by typology: Applications
Applications show a growing evolution, becoming on 2010 the fastest growing category. .
The development of technology and creativity are heavier than in other areas of mobile marketing,
media buying but appeared strongly, mainly due to the need to publicize the applications.
35%
35%
30%
Media buying
Technology
Creativity
5
7
9
12
2007 2008 2009 2010e
36%
23%
28%
32%
2007 2008 2009 2010e
Source: Quantitative and qualitative survey MMA. Spain. 2010
Including technology, production and investment
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Evolution % investment * Evolution Investment* (millions €) % Investment per Concept

18. 50%
40%
10%
Media buying
Technology
Creativity
Investment in Marketing Mobile in Spain
Investment by typology:Messenger
Messaging maintained the upward trend during 2010, generating an increase of 2mm € more than in
2009. Part of the growth it supports the bulk of mms.
Weight growth of creativity in this category
13%
12%
18%
20,5%
2007 2008 2009 2010e
2
3
6
8
2007 2008 2009 2010e
66%
34%
sms
mms
Source: Quantitative and qualitative survey MMA. Spain. 2010
Including technology, production and investment
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Evolution % investment * Evolution Investment* (millions €) % Investment per Concept % Investment per action type

19. Investment in Marketing Mobile in Spain
Investment by concept
Media buying represents 19 millions (€) in 2010, it reflects 50% of total investment. Much of the
development is derived from the actions on applications
% investment per concept 2010 Investment per concept 2010 Total MM
70
50
35
25
40
50
20
40
80
35 50
40
33
10 10
20
30 25 20 18
Internet
mobile
Messenger Proximity Applications Social
network
portalmóvil total
Media buying Technology Creativity
19
12
7
Investment in thousand €
Source: Quantitative and qualitative survey MMA. Spain. 2010
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20. % of investment* in Mobile Marketing per sector.
Investment in Marketing Mobile in Spain
2010: Investment by sectors %
Telecommunications regains a leadership position,motivated by very mature product market.
Automotion Stands out for its constant weight in Marketing mobile.
30%
19%
9%
7% 7% 6% 5%
3% 3% 3% 3% 2% 1% 1% 1%
Source: Quantitative and qualitative survey MMA. Spain. 2010
Including technology, production and investment
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21. Mobile Marketing investment by sector thousand €
Investment in Marketing Mobile in Spain
Investment by sectors thousand(€)
The 6 main sectors account for 78% of the investment, with over 2 million in each of them.
11.271
7.417
3.257
2.659 2.597 2.433
1.959
1.313 1.220 1.097 1.039 780 418 417 214
Source: Quantitative and qualitative survey MMA. Spain. 2010
Including technology, production and investment
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22. In 2011, social networks,
applications and geomarketing
will lever for growth
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23. Future trends
Formats with higher future
Contents and applications are considered the formats with higher future. This is because advertisers
have a great interest on it.
Formats with higher future (% agreement)
28%
19% 18%
15%
11%
5%
Apps&
content
Display Cupponing Search Messenger Bluetooth
Source: Quantitative and qualitative survey MMA. Spain. 2010
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24. Future trends
Formats with higher future: Reasons
Contents and applications
Including advergaming & widgets28%
1st position
Mobile internet(Display)19%
2nd position
Cupponing18%
3rd position
Essential on new ways of advertising
Differentiator
Specific target
Operators are betting for widgets
The most important thing at campaigns
Natural way to distribute content easily and simply
Increased penetration of Mobile Marketing
Similarities Internet
Comfort, non-intrusive
Analogy with the traditional Internet world.
Measuring the ROI of investments
It is more efficient, environmentally friendly and has a higher
return than any other means of direct marketing
Performance measurement tool
Source: Quantitative and qualitative survey MMA. Spain. 2010
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25. Future trends
Formats with higher future: Reasons
Messenger (sms and mms)11%
5th Position
Broad target and ease of use
Fast communication
BD operators marketing permission
Coverage and affinity, provided that the BD is qualified
Proximity (Bluetooth)5%
6th Position
Except in very specific campaigns does not work very well
The benefits are useful and immediate
Search15%.
4th Position
Local advertising growth
In the short to medium term: Substitute Web
Google expects more mobile searches than conventional
web
Increasing content proposal requires a simple
management for users
Source: Quantitative and qualitative survey MMA. Spain. 2010
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26. Future trends
Services with greater demand
Social networks appears strongly in this year's study, followed by geolocation and applications
What services do you think are going to be more accepted and demanded by mobile users?
2,96 2,93 2,85 2,81 2,78
2,70
2,52 2,52
2,44
2,30
1,00
2,00
3,00
Socialnetwork Maps and
location
Applications Internet use
viamobile
Email Searchengine
mobile
Games Music Instant
messaging
Bank
Source: Quantitative and qualitative survey MMA. Spain. 2010
High
Medium
Low
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27. Future trends
Technological dependence
Terminals and real flat rates are as levers for development of the sector from the technological point
of view.
How important is the dependence on the development of the sector the following factors?
2,89
2,71
2,48 2,36 2,36 2,29 2,25
2,14
1,00
2,00
3,00
handsetsand
terminals
Flat-ratedata networks Content
development
Developingnew
apps
Regulationand
developmentof
standardsand
formats
Theinternet Developingnew
operating
system and
platforms
Source: Quantitative and qualitative survey MMA. Spain. 2010
High
Medium
Low
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28. Future trends
Marketing and communication elements
Studies and direct contact are the most valued to communicate the benefits of mobile
marketing.
What variable do you thing is more helpful for enhancing mobile marketing services?
4,37 4,30
3,81 3,81 3,74 3,63
3,52
Studies Visit of
comercials
Events mobile marketing
association
The internet Fairs Advertising on
mass media
Very useful
Indiferent
Little useful
Quite useful
Nothing useful
Source: Quantitative and qualitative survey MMA. Spain. 2010
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29. Index
Objectives and Methodology
Marketing Mobile Scope
Marketing Mobile Spending
Future Trends
Advertisers' view
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30. 70% of advertisers
who have not invested
in mobile marketing
want to do it
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31. Advertisers' view
43%
22%
21%
14%
Segmentation capability
Innovation
Anywhere,Anytime
Measurement of return
Mobile Marketing Strengths
Percentage of advertisers who have considered the following attributes in first position.
Further highlights the value of
immediacy, thanks to the MM
that through allowing the
collection directly without there
being any other model, with a
simple click
The trends for this year are optimistic, 70% advertisers who have not invested in mobile
marketing want to do it .
Source: Quantitative and qualitative survey MMA. Spain. 2010
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32. Advertisers' view
Among the advertisers more accustomed to media the bet for the
future focuses on actions such as:
• Display
• Aplicacations
• Social network mobile
Among the advertisers less actives, its important as novelty
Geomarketing(Geolocation).
.
Advertisers who have taken action, rely on the media as part of their campaigns.
For new advertisers, or those who have only done test, requiring more knowledge of all that can be
performed.
Source: Quantitative and qualitative survey MMA. Spain. 2010
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33. Advertisers' view
• Education
• Dissemination actions
• Promoting the
development of
standards
• Supporting regulations
• Ignorance of what can be done
• They don´t offer interesting options
• Concerns about privacy
• Development cost
• Lack of internal resources
MMA could help me in…Main Barriers for advertisers to do
mobile marketing
The demand of advertisers for doing more actions in mobile marketing, focus on knowledge and
security in them.
Expect from an association such as the MMA that will help them.
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34. Had the largest number of Internet users on mobile
The widespread distribution of mobile with the potential to make actions on them
My target audience had more access to internet via mobile (reduction of tariffs)
Could objetively quantify Return of investment
If I really could see the exact ROI for my actions.
Success stories that demonstrate that builds business
Had a larger budget
Acces
Measuring
Results
Cost and
budget
Advertisers' view
I would invest more if…
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35. Managed to convince my bosses we saw its potential and actual performance
The structure of my company was more simple and can be improved DB
If operators were more proactive in offering new and innovate format campaings
The major problem today with the Mobile Marketing, is that agencies have not
considered and advertisers not know about their benefits and utilities, is to be
evangelized much more..
Estructure of
agency
Operators
Formation
Advertisers' view
I would invest more if…
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36. The most interesting campaings for advertisers
are…
By creativity
A tu aire – Vodafone
Mixta
Audi
IKEA
Turespaña
By technology
El corte inglés
Mini
A tu aire – Vodafone
Real Madrid
Toyota
By innovative
El corte inglés
Radio Malibú
By effective Word of Mouth
Rodilla
Toyota
Ikea
Heineken
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37. 2010 Executive Summary
• In Spain the activity for all marketing activities during 2010 shows an increase of
17.8% over 2009 with an activity that exceeds 38 million euros.
• The investment into the media buying accounts for 50% of the activity, reaching 19
million euros.
• Sector forecasts by 2012 are optimistic, with average growth of 53%, with similar
expectations for the 2009 study.
• Mobile Internet is still the most important activity in volume, although other types, such
as Applications and Advergamings have gained prominence through the
development of new terminals.
• Telecommunications, automotive and travel sectors are most active during this
year.
• Social Networks, geomarketing and applications appear as the key levers of
development of mobile marketing by 2011
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