Marketing On The Go

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  • Interactive Marketing Virtual Conference and Trade Show

    Marketing On The Go

    Hot Button Panel 1

    Harnessing The Latest Tech

    Advancements To Reach Mobile Users

  • Interactive Marketing Virtual Conference and Trade Show

    Featured Speakers

    Hot Button Panel 1

    Brian MorrisseyDigital Editor

    Adweek

    Nicholas CoveyMarketing Analytics &

    Development Manager

    Nielsen Wireless & Nielsen

    Games

    Kevin PerkinsCEO

    Greenlight Wireless

  • Brian MorrisseyDigital Editor

    Adweek

  • The Next Frontier

    2.6 billion mobile phone subscribers worldwide; 4 billion

    by 2010 (iSuppli)

    89% of major brands plan to market on mobile phones next

    year (Airwide Solutions, 2/06)

    52% see mobile occupying 5-25% of their marketing budget by 2011

    (Airwide Solutions, 2/06)

    Market forecast to hit $14 billionin 2011. (eMarketer)

  • Current Landscape

    Market: $1.5 billion spent worldwide on mobile ad programs in 2006 (eMarketer)

    Formats: Most programs are texting, banner ads

    Consumer adoption: Phones still used mostly for calling 9 percent use phones for e-mail,15 percent use search (Harris Interactive, 6/07)

    Consumer wariness: 19 percent trust mobile advertising, lowest of all media formats (Nielsen survey, 4/08); majority found all forms of mobile advertising not acceptable at all (Harris Interactive, 06/07)

  • Developments

  • Internet giants make their moves

    Yahoo: started mobile ad network in March

    AOL: purchased mobile ad network Third Screen Media in

    May

    Microsoft: bought ScreenTonic in May

    Google: Here comes the GPhone?

  • Carriers vs Internet giants

    Carriers control access to their networks

    Invested billions in setting up networks; now see advertising

    as key to their future.

    Handset makers like Nokia want to add services; paid $8

    billion for NavTeq

  • Formats-Search

    Carriers

    Search Engines

    Geo-targeting:Nokia and Navteq

  • Formats-Display/Video

    Networks: AdMob, Third Screen, Yahoo

    Video ads: MobiTV

  • Formats-Applications

    Special K diet tips

    Nokia city maps in London

  • ConfidentialConfidentialConfidential

    Advertising and the Mobile Consumer Research from Nielsen Mobile

    Adweek Technology Virtual Tradeshow

    October 16, 2007

  • ConfidentialConfidentialConfidential

    Nielsens Strategic Acquisition of Telephia

    Telephia has been the leading provider of consumer research to the mobile industry since 1998.

    Serving over 100 telecom and media clients

    Broad portfolio of technology based measurement tools

    Nielsen acquired Telephia in August. We are rapidly integrating.

    Integrate existing data and build new products together

    Provide integrated client service and analytics

    Together, Nielsen and Telephia will allow the mobile media business to develop faster provide the essential measurement infrastructure

    Market research - provide the consumer data that media companies and operators need to

    make programming, pricing, and promotion decisions

    Audience measurement - support a scalable mobile advertising marketplace by providing data

    required for targeted advertising

    We will coordinate mobile media measurement with other Nielsen products holistic, consistent view of media consumption

  • ConfidentialConfidentialConfidential

    Nielsen mobile advertising research addresses each mobile media vehicle available to advertisers

    Product Methodology Key Metrics Competitive Advantage Delivery

    Mobile Internet

    & IM Report

    Telephia survey of

    ~4,000 active mobile

    internet users

    Top websites, reach, unique

    audience, demographic profiling

    and segmentation

    Largest sample of internet/IM

    users per month

    Monthly online

    (Mobile Internet &

    IM)

    Mobile Video

    Report

    Survey of 1,000+

    active mobile video

    users per quarter

    Top channels and programs,

    availability, reach,

    demographics, daypart, session

    length, consumer preferences,

    satisfaction

    Only source for such a detailed

    report due to unparalleled sample

    sizes

    Quarterly PPT

    Mobile Audio,

    Applications,

    Game, Premium

    SMS Reports

    Direct measurement

    from bills of ~40,000

    wireless lines per

    month

    Top titles (games, ringtones, full-

    track music, client apps, short

    codes), downloads, purchases,

    revenue share, price paid, new

    vs. repeat subscriptions,

    demographics

    Only source for bill-based data

    that delivers accurate title-level

    detail and revenue performance

    Monthly Online

    (Games, Audio)

    Quarterly XL (Apps,

    PSMS)

    Mobile

    Advertising

    Report

    Survey of ~20,000

    mobile content users

    per quarter

    Mobile advertising recall,

    responses, attitudes and

    preferences

    Largest sample of mobile content

    usersQuarterly PPT

  • ConfidentialConfidentialConfidential

    Source: Telephia bill panel and

    survey analysis. Extrapolation

    from CTIA and Telephia mobile

    universe estimates.

    Note: Includes prepaid, postpaid,

    and all carriers. Does not include

    off-bill.

    Text messaging continues to be most popular service; mobile internet is up to 77 million subs

    * Trend Break. Classification

    Updated

    216221

    227232

    237

    124 128

    144 148

    63 6373 74 77

    30

    54 54

    42

    5 6 7 8

    166

    59

    45

    97

    77

    55

    68

    12

    0

    50

    100

    150

    200

    250

    Q2 2006 Q3 2006 Q4 2006 Q1 2007 Q2 2007

    T o tal US Subs

    T ext M essaging

    Internet

    D o wnlo ad

    M ult imedia M essaging

    Video

    34%

    140%

    97%

    22%

    131%

    10%

    Mobile Content Subscribers (millions)Q2 2006 Q2 2007, National

    YOY growth

  • ConfidentialConfidentialConfidential

    Audience size of audio and games downloaders are reaching critical mass

    30

    45

    54 54

    59

    25 2627 27

    1416 17

    1921

    4

    9 8

    32

    13

    9

    1718

    0

    10

    20

    30

    40

    50

    60

    70

    Q2 2006 Q3 2006 Q4 2006 Q1 2007 Q2 2007

    T o tal D o wnlo aders

    A udio

    Games

    A pps

    P remium SM S

    Mobile Downloaders (in millions)Q106-Q107, US

    Note: Includes prepaid, postpaid,

    and all carriers. Does not include

    off-bill.

    Source: Telephia bill panel and

    survey analysis. Extrapolation

    from CTIA and Telephia mobile

    universe estimates

    * Trend Break. Classification

    Updated

    *

    *

    28%

    225%

    N/A

    50%

    97%

    YOY growth

    *

    *

  • ConfidentialConfidentialConfidential

    67% 68% 64% 64% 54% 59% 60% 62%

    Agree

    Disagree

    I believe that advertising on my mobile device is

    unacceptable

    26% 26% 27% 32%45%

    34% 31% 35%

    Agree

    Disagree

    I would be willing to have advertising on my mobile

    device in exchange for something

    15% 14% 15% 23%36%

    19% 15%27%

    Agree

    Disagree

    I expect to see more advertising on my mobile phone

    12% 12% 14% 17%32%

    19% 17% 24%Agree

    Disagree

    I dont mind advertising on my mobile phone so long as it is relevant to my interests

    All Data

    UsersSMS MMS WAP Video Game Audio App

    All Data

    UsersSMS MMS WAP Video Game Audio App

    All Data

    UsersSMS MMS WAP Video Game Audio App

    All Data

    UsersSMS MMS WAP Video Game Audio App

    Source: Q1 07 TAM Survey T1980: How strongly do you agree

    or disagree with the following

    statements?

    How do consumer attitudes towards mobile advertising differ by media vehicle?

  • ConfidentialConfidentialConfidential 18

    70%

    61%58%

    54%

    45%

    58%53% 54%

    14%

    16%18%

    20%

    27%

    18%21% 19%

    9%

    13% 15%16% 16%

    15% 15%15%

    3%4% 4% 5% 7% 4% 4% 6%

    4% 5% 5% 6% 5% 5% 6% 6%

    All Mobile Subs Text

    Messenging/SMS

    Picture

    Messaging/MMS

    Mobile Internet Video/Mobile TV Ringtone

    dow nloads

    Game dow nloads Application

    dow nloads

    Other/Decline

    Asian/Pac

    B lack/A f Am

    Hispanic

    White

    Demographic Profile of Mobile Content UsersQ2 2007, US

    How do typical audience profiles differ from one mobile

    media vehicle to another?

    Source: Q2 2007 TABS Survey and Mobile Video Report

    Other Key Demos

    Gender

    Age

    Income

    Location

    Employment

    Education

    HH Size

    Etc.

  • ConfidentialConfidentialConfidential

    Mobile Internet

  • ConfidentialConfidentialConfidential

    Who has the highest overall reach and frequency on the mobile web?

    Top Mobile Internet Websites by Active ReachJuly 2007

    34.3%

    20.4% 19.9% 19.4%

    15.1%

    13.0%11.8% 11.5% 11.2%

    9.8%

    Yahoo!

    Mail

    The W

    eath

    er

    Channel

    Google

    Searc

    h

    MS

    N H

    otm

    ail

    Gm

    ail

    AO

    L M

    ail

    ES

    PN

    CN

    N

    Google

    Maps

    MapQ

    uest

    216.9

    110.8