Mobile in the new marketing paradygm March 2011

8/7/2019 Mobile in the new marketing paradygm March 2011

1/28

the new advertising paradigm andthe unique opportunity of themobile media

Ludovic LEVY, Director of Mobile Advertising Orange France Telecom


2/28

2

Half the money I spend on advertising is wasted.The trouble is I don't know which half ....

John Wanamaker (1838, 1922)


3/28

3

collective personal


4/28

4

media fragmentation

80% reach with 3x60 spots on TV

120 prime time to get the same reach

Source : BBDO, New Brand connections 2008 (US), EIAA, 2010

76% of all European regularly consume2 different media at the same time

1965

2010


5/28

5

more than 1.500 ad messages / day


6/28

6

The advertiser versus the consumer


7/28

7

Rk Fans as of6/28/2010

1 Facebook 10,414,7952 Starbucks 8,410,1753 Coca Cola 6,041,3404 YouTube 5,726,3795 Skittles 5,349,1986 Oreo 5,087,7957 Red Bull 4,670,5148 Live Messenger 4,201,5059 Victoria's Secret 4,022,959

10 iTunes 3,908,59011 Disney 3,707,61812 Converse All Stars 3,494,26613 Pringles 3,475,11014 adidas Originals 3,137,07215 Zara 2,998,55516 Converse 2,825,42417 Victoria's Secret Pink 2,810,03218 Big Prize Giveaways 2,744,93319 Ferrero Rocher 2,727,67020 McDonalds 2,456,37221 MTV 2,447,73422 Starburst 2,286,57223 H&M 2,276,63724 Disney Pixar 2,173,30525 Playfish 2,119,841

people lovebrands

Facebook fans pages


8/28

8

the mobile opportunity hasalready started


9/28

9

people love their mobiles

2x as many people would keep their mobile over TV

78% of people have their mobiles on at all the times

68 min average time to report a lost mobile(vs 26 hours for a wallet)

Source : BBDO


10/28

consumers

are interestedin at least 1

mobileadvertising

format

Source : Orange, Mobile Exposure 2010


11/28

11

TVhouseholds

Personalcomputers

Internetusers

1.5B 0.9B 1.3B

mobile eligible as a mass media

Source : BBDO, Orange, Yankee group

Mobilesubscribers

5.1B5.1B5.1B5.1B


12/28

12

there not any

other mediaable to geo-

target asprecisely asmobile


13/28

13

and whichallows you tomake atransaction !


14/28

14

beyond its own attributes, mobile makes all media interactive

mobile make all off-line media interactive

Source : BBDO

interactive

static

anonymous personal


15/28

15

what is critical with mobilemedia ?


16/28

16


17/28

17

immediate

benefits

andbig ideas make

the difference


18/28

18

consumers need to keep control onthe exposure pressure


19/28

19

true targeting does

not lead to ROIwithout scalability


20/28

20

be sure toknow your

targetovertime


21/28

21

Why MNOs are at the fore front ofthe mobile marketing market ?


22/28


23/28

23

people trusttheir mobile

operator


24/28

24

brands to contribute to enhance the

customer experience

PublishingContents

ServicesAccess &networksBrands

Contents & promos


25/28

25

Mobile advertising has

been over-hyped in theshort term but under-

hyped in the medium tolong term

Sir Martin SorellCEO WPP


26/28

26

Merci!

Get the presentation :

[email protected]


27/28

Le mobile entre dj dans le mix des annonceurs

et sera au coeur de leur stratgie marketing en2015.

Mobile Coupons Transaction Value, 2011~2014Mobile Coupons Transaction Value, 2011~2014Mobile Coupons Transaction Value, 2011~2014Mobile Coupons Transaction Value, 2011~2014(Euro Millions)(Euro Millions)(Euro Millions)(Euro Millions)

23,96 53,17 103,78 182,78

0

500

1 000

1 500

2 000

2 500

3 000

2011 2012 2013 2014

North AmericaWest EuropeMiddle East & Africa

M-Commerce Local Mobile advertising

Coupons

Mobile Advertising by categories,Mobile Advertising by categories,Mobile Advertising by categories,Mobile Advertising by categories,Global 2011~2015 (U SD millions)Global 2011~2015 (US D millions)Global 2011~2015 (U SD millions)Global 2011~2015 (US D millions)

$-

$5 000

$10 000

$15 000

$20 000

$25 000

$30 000

2011 2012 2013 2014 2015

Mobile advertising

6% du total local digital1% total local media

Display

Messaging

Search

Others20% du total digital en 20134% total media

Source : Informa Telecoms et media

Global Smartphone S hare of Global Smartphone S hare of Global Smartphone S hare of Global Smartphone S hare of Total Handset Sales: %, 2011~2015Total Handset Sales: %, 2011~2015Total Handset Sales: %, 2011~2015Total Handset Sales: %, 2011~2015

0,0%10,0%20,0%30,0%40,0%50,0%

60,0%70,0%80,0%

NorthAmerica

WesternEurope

Asia Pacific Central &Latin

America

Central &EasternEurope

Africa MiddleEast

2011 2012 2013 2014 201

5B


28/28

Mobile media internetrockets

sources : IAB European Consumers insights, Comscore/Mobilens,EIAA/Mediscope, Informa, Insites/MCDC, Orange/Mobile Exposure

513Msubscribers

127Mmobile media users

UK20 980 43%

Russia18 227 16%

Germany16 077 30%

Italy 15 826 34%

France 14 775 31%

Turkey11 957 24%

Spain11 949 34%

Poland4 833 16%

Romania2 686 15%

Belgium

Netherlands

Greece

Finland

Switzerland

Hungary

Norway

Denmark

Portugal

1 396 17%

1 389 11%

1 225 13%

1 198 27%

1 147 19%

833 10%

542 15%

474 11%

461 5%

Sweden 1 511 21% (000 mobile media users)

Documents

Mobile in the new marketing paradygm March 2011