Mobile Media Consumption: The World Goes Mobile

1. MOBILE MEDIA CONSUMPTION: THE WORLD GOES MOBILE
FERYAL HEMAMDA
MARKETING DIRECTOR, EMEA
Wave 2: October 2012
1

2. EME
NORTH AMERICA
149 M
North America
JPAC
119 M APAC
16 M
246 M
AFRICA
LATINAmerica
Latin AMERICA
Africa
22 M 35 M
625B mobile consumers +900 Employees
18 offices world wide 165 countries
Touching 40% of mobile Internet users
globally, on average 200 times a month

3. Simplifying Mobile Advertising
Simplify Simplify Simplify
Mobile Creative Mobile Reach Mobile Analytics &
Research
The Leading HTML5 Largest Independent Universal Analytics &
Ad Creation Platform Mobile Ad Network Research Solutions

4. Mobile Advertising Timeline
Simple Rich
Media Ads
Immersive The Future of
Tablet Ads Rich Media
First Mobile Mobile
Introduced Experiences
Banner Ad Advertising!
2000 2007 2011
2004 2010 2012
Touch & Gestures Mobile Inline
1ST TEXT Introduced Video
AD SMS

6. Technology Penetration
Years to reach
50 million
market Audience
Source: Yext – Hello Generation Mobile

8. Objectives:
v Understand mobile media
consumption and how it’s
changing over time
v Examine the relevance of
Mobile Media Consumption mobile to consumers
around the world
v Provide a holistic
overview of how mobile is
evolving around the world
as well as within specific
markets

10. Mobile is Part of
Daily Life In the UK,
mobile web
time is “me”
28% In the 36% time: it’s
bathroom Shopping
usually a
67% personal
Lying in bed
28% social rather than a
32%
event
Spending time with
family
shared media
experience
39% Commuting
64% 71%
Waiting for While watching Source: InMobi Media Consumption MAR 2012
someone TV Sample size: n = 999

11. 6.4 apps
ACTIVELY USED IN LAST 30 DAYS
Of all the apps you currently have, how many have you actively used in
the last 30 days?
48%
26%
8% 9% 9%
None 1-5 6 - 10 11 - 15 Over 15
Question not asked in US and UK,
Base: Smartphone user 6 market average n=5,492 (Australia n=734; China n=1,530; Germany n=217; India n=1,535; Japan n=551; Korea n=924)
Decision Fuel & InMobi

12. Device Day-Part
Multi-Screen Time
Source: InMobi/Mobext (UK) May 2012

13. 62% web users
of mobile
engage in mobile activities
while watching TV
Base: Global Mobile Average
n=9,869
13

14. The Impact of Mobile

15. WHAT we purchase hasn’t
changed
HOW we shop is evolving…

16. Mobile Shoppers gather information
Currently, gathering information takes precedence for mobile shoppers
and helps to drive customers in store.
In-Store Mobile Shopping Activities of
UK Mobile Internet Users, Jan 2012
(% of respondents)
Compare prices
Email or social networks
Look at product reviews
Look for a mobile discount code/
Scan in barcodes to compare prices
Look up product specifications
Buy items through mobile phone
0% 5% 10% 15% 20% 25% 30% 35% 40%
Source: On Device Research, "Mobile in the Retail Store," Feb 2, 2012

17. 69%
of tablets owners make a
purchase on their device
across the average month
Source: InMobi/Mobext May 2012

18. Shopping and
Devices
Source: InMobi/Mobext May 2012

19. Levi’s - Interacting with the Brand
Consumers can
interact with the
products and brands
and how they are
relevant to them as
well as be driven to
a specific call to
action – making a
purchase

20. Mobile is Continuously Evolving
Banner Ads
SMS ads Rich media
Mobile
Internet App & web Dynamic
Text Ecosystem ads
news
Games
2 Data 3 Multimedia & Movies
Context
Integrated
solutions
4 Touchscreen
1 Voice & Sensors Ads
Content
Technology

21. AUDIENCE Centric
advertising

22. Create a Brand Experience

23. Ford B-Max
Creating an in-ad
gaming experience
(gameification) to drive
user engagement and
brand awareness

24. SHOWCASE 2012 IAC Awards
Winner 2012 Digiday Awards
ENTERTAINMENT: Finalist
Sega Samurai Bloodshow

26. INNOVATION:
Real-Time
Dynamic Ads View product
variants
• Content structured by View detailed
product Info
device fingerprint
Drive commerce
• Retargeting of
Social sharing
purchase funnel
• Product discovery and
purchase

27. INNOVATION:
SoLoMo

28. INNOVATION:
Tweet-
vertising

29. INNOVATION:
Zombify
Yourself

30. 30

31. 31

32. Thank you.