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Mobile Advertising Research UK 15 06 2009
1. RESEARCH Tarik Fawzi Peggy Salz London - June 15th 2009 FACTS AND VISIONS ON AND BY THE MARKET
2. WHY THIS PROJECT? All encompassing end-to-end research Advertiser perspective Mobile ecosystem perspective Consumer insights Mobile in the media mix Focus on local market Realistic/constructive outlook
3. HOW WAS IT DONE? Deskresearch Analysis of existing data, research, cases and other relevant information IAB Ad spend study, Comscore, Informa, Nielsen Consumer insights Online research amongst 1000 + consumers , their attitudes and opinions on mobile advertising and media UK (region, gender), youngsters, frequent mobile internet users Expert interviews Individual interviews on the topic with market experts Operators, advertisers, media buyers, sales houses, infrastructure suppliers, application parties
4. WITH WHOM? Endorsements Executive partners Launch partners Research partners
6. MOBILE IS IN IT’S INFANCY Source: IAB/PwC/ WARC 2009 market: £17,5 bn mobile: £28,6 m
7. MOBILE IS INTERNET 10 YEARS AGO YoY growth mobile 2008 99,2% Opera and eMarketer forecast similar growth for 2009 (while total market is expected to decrease with 10%) Informa forecast of 2.2% market share in 2013 is comparable to Internet’s 2.9% in 2003 2,9% Source: ÆNEAS STRATEGY 2009 (based on IAB/PwC/WARC 2009, Opera 2008, Informa2008, eMarketer 2008)
8. TIME AND MONEY DON’T ADD UP * ** Source: IAB/PwC/WARC 2009, ÆNEAS STRATEGY 2009 * 1) Time spend on press is sum of 22 minutes for newspapers and 15 minutes for magazines/tabloids 2) Ad spend is sum of press classified and press display ** Ad spend is indicative based on 0,04% of total ad spend 2008 USA (Nielsen)
9. VALUE CHAIN Ad serving Infrastructure suppliers Application parties Consumers
10. MOBILE THROUGH CONSUMER EYES Source: ÆNEAS STRATEGY 2009 EVERYWHERE DEFAULT ON PERSONAL INTERACTIVE VIRAL NOT TRUSTWORTHY
11. MOBILE IS NOT TRUSTWORTHY =32% positive attitude towards advertising on the mobile phone 34% 40% 37% Source: ÆNEAS STRATEGY 2009 16 - 44
12. MOBILE IN THE MIX 70% 58% 77% 68% 74% 34% 59% 32% Source: ÆNEAS STRATEGY 2009 Television Radio Press Cinema Outdoor Direct mail Internet Mobile
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14. Relevance > Privacy Source: ÆNEAS STRATEGY 2009 Income is too personal Location: killer app?
15. IT IS ALL ABOUT THE MONEY Source: ÆNEAS STRATEGY 2009 64% of UK consumers would grant permission to receive mobile advertising if they are incentivized 70% of UK consumers would grant permission to receive mobile advertising if they are incentivized AND are in control 5 25% Messages a day
16. MOBILE IN THE MIX REVISITED Television Radio Press Cinema Outdoor Mobile Direct mail Internet 70% 58% 77% 68% 74% 34% 59% 32% Source: ÆNEAS STRATEGY 2009 64% 70% 57% would prefer mobile over Internet 58% would prefer mobile over television
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19. ADVERTISERS OPPORTUNITIES OBSTACLES ROAD AHEAD “… a bigger growth rate than mobile advertising, like location-based marketing, you will have mobile couponing, mobile ticketing, mobile payment, all these things will probably grow so much faster” “… companies cannot afford to actually develop a full-blown program on the mobile” “… brands do not understand is that we can actually do much more. We haven’t cracked it” “… measurement was aligned with what we know from the Web or TV” “… it would totally be unrealistic to say that in 2009 or 2010 we make it into the single digit share. But it’s growing, clearly growing” “ it’s just another touch point within my marketing mix”
20. MEDIA BUYERS & SELLERS OPPORTUNITIES OBSTACLES ROAD AHEAD “… Exposure to multi-channel advertising gives you exponential impact in terms of response rate and brand awareness” “… I can't see a campaign that isn't opt-in. I'm surprised that any can exist” “… We need to realize that there's much more we can do on mobile than banner advertising” “… But where it’s going to win is the integration. Cross-media. No company or individual with a channel approach; you need people that are total specialists” “… Mobile adds the what and the where and that's what triggers a fundamental shift for advertisers. ”
21. APPLICATION DEVELOPERS OPPORTUNITIES OBSTACLES ROAD AHEAD “… big opportunity in every country to make mobile advertising really work is to have media sales bureaus or agencies who sit in between the owners of the inventory and the advertisers ” “… Operators themselves are not organized to open up the inventory to advertisers , and the market is divided between multiple operators that don't really work together” “ … Core to mobile advertising is mobile messaging” “… Opportunity for advertisers to interact via messaging linked to a certain location or time, and that will develop ” “… advertising has to be relevant because is mobile is also a personal medium.”
22. INFRASTRUCTURE SUPPLIERS OPPORTUNITIES OBSTACLES ROAD AHEAD “… you’re going to start seeing those players just sort of die away , when mobile advertising is serious business, then you're talking about millions of adverts and not just a few hundred thousand. ” “… interesting for a carrier when the revenue they can envisage starts off at 2 percent over their overall revenue That's the revenue that will make them sit up and listen and we're not there yet” “ for the next 2-4 years, text multimedia messaging, voicemail notifications, and even voice are opportunities for advertising that we should start with first. If we start there it will benefit the whole value chain, and specifically the carriers” “ the mobile directing advertising to the most relevant screen ...for mobile to truly take off it needs to be integrated...requested from the mobile screen and delivered elsewhere ”
23. OPERATORS OPPORTUNITIES OBSTACLES ROAD AHEAD “… opportunities such as advertising actually embedded within a widget” “… more mainstream brands are entering the space. But we need more…” “… If brands want to reach a customer base, we can offer banners and messaging” " Mobile is not a mainstream channel for advertising – yet”
24. INFLUENCERS OPPORTUNITIES OBSTACLES ROAD AHEAD “… Text-based advertising is still vastly under-rated,… and it keeps growing” “… Every operator and major player in the industry is scrambling to have some kind of app store availability ” “… It’s the role of the industry to reach out and educate the marketers, not the other way around and we’re failing to do it ” “… The ambition for mobile ought up to be that it has its place at the table alongside all the other channels” “… There’s kind of an unhealthy expectation of mobile” “ Mobile is at its most effective when integrated with other traditional means of communication. ”
25. WEAKEST LINK Ad serving Infrastructure suppliers Application parties Consumers
28. NEXT STEPS Final report July 2009 Workshops as of July USA, The Netherlands (2nd) and Germany Fall 2009 UK (2nd) 2010 International comparison and best practises
