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Tarik Fawzi officially kicks off the MobAdGermany project and presents some preliminary findings at DMEXCO Cologne September 24th
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MOBILE ADVERTISING RESEARCH GERMANYDMEXCO - September 24 2009 - CologneTarik Fawzi
What do Germans think of advertising?
Advertising helps me choose what to buy
= 54%
How do Germans view mobile advertising?
=39%
positive attitude towards advertising on the mobile phone
16 - 44
42%49%
62%
= 32%
= 34% = 37% = 40%
What does 39% mean in comparison to other media?
Television Radio Press Cinema
Outdoor Direct mail Internet Mobile
79%76%
82%62%
65% 53%73%
39%= 32%= 59%= 34%= 74%
= 68%= 77%= 58%= 70%
What is your attitude towards the following media (% positive)?
Which attitude drivers change their attitude?
Initial
Privacy
Profile in
formation
Prefere
nces
Relevance
Permiss
ion
Control
Incentive
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
39%
63% 61% 61%69% 71% 72% 73%
32% 55% 61% 60% 65% 67% 69% 74%
ATTITUDE DRIVERS
GERMANYUK
Posi
tive
attitu
de
What is your attitude towards mobile advertising if …?
Are there differences between demographics?
What is your attitude towards mobile advertising if …?
Initial
Privacy
Profile in
formation
Prefere
nces
Relevance
Permiss
ion
Control
Incentive
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
39%
63% 61% 61%69% 71% 72% 73%
ATTITUDE DRIVERS
GERMANY
MI
16-24
Men
Women
Drivers
Posi
tive
attitu
de
What types of incentives are most wanted?
Which incentive do you find most appealing?
GER Men Women 16-24 MI0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
INCENTIVES
RingtonesMusicGamesApplicationsMonthly amountDiscount billOne offTexts & MinutesMinutesTexts
5Brand messages a day
= 5
If incentivized how does mobile compare to other media?
Television Radio Press Cinema
Outdoor Direct mail Internet Mobile
79%76%
82%62%
65% 53%73%
71%= 70%= 59%= 34%= 74%
= 68%= 77%= 58%= 70%
Would you grant permission for mobile advertising if incentivized?
Who are making mobile advertising happen?
Advertisers Media agencies Saleshouses
Ad serving
Operators Infrastructure
suppliersApplication
partiesConsumers
(Mobile) advertising is about bringing the advertiser and consumer together
Advertisers Consumers
Why mobile?• Personal• Portable• Always on• Interactive• Viral
>
What do advertisers want?
>Advertisers want less ‘waste’ of their advertising expenditure
>Advertisers want to interact with their customers
>
Advertisers want to be in touch with their customers: anytime, anyplace, anywhere
>Ultimaltely advertisers want sales and conversion
Advertisers want to target >
Advertisers want reach>
Making it happen: everybody wants a piece of the mobile advertising cakeWhich part will the operators take?
Adserving
Media agenciesSales
housesOperators
Infrastructuresuppliers
Applicationparties
Gatekeeper• Customer base• Contact• Customer intelligence
Integration• Platforms• Hosting
Innovation• Solutions• Focus• Partner/ Outsourcing
Operations• Planning• Delivery• Interfacing• Cross mobile
Sales• Inventory• CPM/CPA
Purchase• Adviser• Medium choice• Cross media
Some players fulfill multiple roles in the value chain to avoid too many chains and to simplify mobile advertising life
Adserving
Media agenciesSales
housesOperators
Infrastructuresuppliers
Applicationparties
Gatekeeper• Customer base• Contact• Customer intelligence
Integration• Platforms• Hosting
Innovation• Solutions• Focus• Partner/ Outsourcing
Operations• Planning• Delivery• Interfacing• Cross mobile
Sales• Inventory• CPM/CPA
Purchase• Adviser• Medium choice• Cross media
Media Selling
Campaign Managmt
Inventory Innovation& Aggregation
Hosted Platform
Media Partners
Mobile advertising is not just one channelRe
ach
Frequency
Mobile portals
TV
MMS
SMS
Voice
-
-
+
+
Bluetooth
Idle Screen
Search engine
Voicemailnotification
Prepaid notification
Missed callnotification
Voicemail
Branding & direct response channels
USSD
Applications
Video calling
Gaming
STORYLINE
ÆNEAS STRATEGYTarik Fawziwww.aeneasstrategy.nlwww.mobileadvertisingresearch.comtarik@aeneasstrategy.nl+31 6 5311 5971
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