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RESEARCH
Tarik FawziPeggy Salz
London - June 15th 2009
FACTS AND VISIONS ON AND BY THE MARKET
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
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
WITH WHOM?
Endorsements
Executive partners
Launch partners
Researchpartners
RESEARCHRESULTS 2009
MOBILE IS IN IT’S INFANCY
market: £17,5 bnmobile: £28,6 m
Source: IAB/PwC/ WARC 2009
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)
* **
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)
TIME AND MONEY DON’T ADD UP
VALUE CHAIN
Ad serving
Infrastructuresuppliers
Applicationparties
Consumers
MOBILE THROUGH CONSUMER EYES
Source: ÆNEAS STRATEGY 2009
EVERYWHERE
DEFAULT ON
PERSONAL
INTERACTIVEVIRAL NOT
TRUSTWORTHY
MOBILE IS NOT TRUSTWORTHY
=32%
positive attitude towards advertising on the mobile phone
16 - 44
34%40%
37%Source: ÆNEAS STRATEGY 2009
MOBILE IN THE MIX
Television Radio Press Cinema
Outdoor Direct mail Internet Mobile
70%58%
77%68%
74% 34%59%
32%
Source: ÆNEAS STRATEGY 2009
CONSUMERS HAVE THEIR TERMS
Source: ÆNEAS STRATEGY 2009
• Privacy is NOT the most important attitude driver
• Men are most conservative and show the least attitude change
• 84% of youngsters has a positive attitude towards mobile advertising if incentivized
Relevance > Privacy
Source: ÆNEAS STRATEGY 2009
Income is too personal
Location: killer app?
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
525%
Messages a day
MOBILE IN THE MIX REVISITED
Television Radio Press Cinema
Outdoor MobileDirect 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
AWARENESS IS BELOW 50%
Source: ÆNEAS STRATEGY 2009
• Youngsters have higher awareness of richer advertising channels (MMS,
games & apps)
• SMS advertising is best known
• Women are awareness laggards
• Voice is low,but 51% would
listen to voice ad if incentivized
MOBILE ECOSYSTEM
Adserving
Operators Infrastructure
suppliersApplication
parties
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
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”
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. ”
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.”
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”
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”
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. ”
WEAKEST LINK
Ad serving
Infrastructuresuppliers
Applicationparties
Consumers
IT IS NOT ABOUT WINNING
BUT ABOUT BUILDING TOGETHER
Don’t Evangelise, but Inspire
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
www.mobileadvertisingresearch.com
MSEARCHGROOVE
Peggy Ann Salz+49 [email protected]
ÆNEAS STRATEGY
Tarik Fawzi+31 6 531 15 [email protected]
Atva van Zanten+31 6 414 39 [email protected]
