keydev james hilton
TRANSCRIPT
Why brands should invest heavily in mobile
“MOBILE IS THE MOST
OVER-HYPED MEDIUM IN
THE SHORT TERM AND THE
MOST UNDER-HYPED
MEDIUM IN THE LONG
TERM.”
MARTIN SORRELL, CEO, WPP
‘IT OUGHT TO BE PHENOMENALLY POWERFUL AND MORE IMPORTANT THAN TV. SO WE SHOULD BE SPENDING 50% OF
OUR MARKETING BUDGET HERE…’James Eadie -Coca-Cola Marketing Manager
‘MOBILE PHONES WILL REPLACE TV AS MOST IMPORTANT MEDIUM FOR ADVERTISERS.’
Andrew Robertson - CEO, BBDO
‘I BELIEVE THAT MOBILE COULD BE ONE OF THE GREATEST MEDIA PLATFORMS EVER CREATED. IT COULD RIVAL TELEVISION, THE
INTERNET AND LITERALLY ANYTHING.’ Peter Chernin, COO of News Corp
There are now more than 5 billion connections worldwide – more than the global adult population.
There are more mobile phones than TVs and computers
combined.
By 2013, mobile phones will overtake PCs as the most
common Web access device worldwide.
Most prolific device on Earth
Sales of Smartphones are up 98% worldwide (year-on-year).
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In 2012, more Smartphones will be sold than desktop PCs and laptops combined.
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• UK also has strong Smartphone adoption at 34.3% (21% 2009)
• UK is the fastest growing among the six markets below
Smartphone adoption by market
Mobile Internet Access
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DEMOGRAPHIC BREAKDOWN BY COUNTRY
• Many factors are driving content consumption e.g. Smartphone and unlimited data plans
• Social Networking is the fastest growing category
Content being consumed
Mobile is without a shadow of doubt the largest game changer when it comes to media fragmentation and media consumption.
Marketers have the ability to target handsets, locations, connections and interests and the predominant payment mechanic is cost per engaged consumer.
Smartphones has proven to attract key influencers, early adopters, brand loyal high disposable consumers.
Media prices are influenced by supply and demand, with the huge volume of mobile media available costs are a fraction of what brands are paying for online traffic.
Early Neilson data is very favourable to say the least.....................
The opportunity
THE FUTURE
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