tarik fawzi
TRANSCRIPT
Mobile Advertising: Van adverteerder tot consument
Amsterdam, 1 april, 2010Mobile ConventionTarik Fawzi
ÆNEAS STRATEGY
Sinds 2004 strategy consulting & bus dev in de telecom markt
>
Mobile advertising
>
Internationaal
Verschillende aandachtsgebieden:• Strategie ontwikkeling• Business cases• Propositie-ontwikkeling• In-/outsourcing• Technologie en sales partner selectie• Pilots opzetten• Commerciële roll out• Samenwerking en standaardisatie
Projecten in: Nederland, Duitsland, UK, Polen, België, USA, Thailand
>
Onderzoek Nationaal gericht onderzoek in de hele waardeketen
Mobile Advertising Onderzoek
Samenwerking met branche-organisaties
>
“This research is part of European research on mobile advertising which is being conducted in various countries and tailored to national needs. As IAB we support this initiative which intends to provide advertisers and media agencies with information and possibilities about ways to cost-effectively reach their customers targeted and with minimum waste. The goals of Every Single One Of Us and ÆNEAS STRATEGY match those of the IAB Europe Mobile Marketing Working Group, namely to stimulate the market for mobile advertising.”
Alain Heureux - President & CEO IAB Europe
>
“The education of brands and advertisers on the opportunities and challenges within the mobile channel and insights into how advertisers view consumer engagement via mobile advertising is a key step towards enhancing brand participation in this rapidly growing industry. The MMA has long supported research into mobile marketing and advertising, and sees the partnership with ÆNEAS STRATEGY as being of great strategic importance for continued industry development.”
Paul Berney - Managing Director MMA Europe
Onderwerpen vandaag
>
• Markt status
• Consumenten perspectieven
• Adverteerders perspectieven
• Operator perspectieven
• Mobiele kanalen
• Samenwerking in de waardeketen
Digitaal groeit, mobiel nog klein
21.9%
19.5%
13.1%
19.2%
3.2%
11.7%
5.4%
5.1% 1.0% 0.2%
TOTAL AD SPEND 2008
23.4%
22.6%
19.5%
2.9%
3.8%
15.5%
4.9%6.5% 0.9%
2003
market: £17,5 bnmobile: £28,6 m
Source: IAB/PwC/ WARC 2009
Mobiel versus internet
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 -
500.00
1,000.00
1,500.00
2,000.00
2,500.00
3,000.00
3,500.00
4,000.00
0
20
40
60
80
100
120
140
160
180
200
£28.60
INTERNET AD SPEND BENCHMARK
InternetMobileYoY Growth (I)
Ad sp
end
(m)
Grow
th (
%)
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)
TV Internet Press Radio Games Mobile£0.0
£1,000.0
£2,000.0
£3,000.0
£4,000.0
£5,000.0
£6,000.0
0:00
0:14
0:28
0:43
0:57
1:12
1:26
1:40
1:55
2:09
£3,832.5
£3,349.7
£5,705.0
£560.0£7.0 £28,6
2:001:54
0:37
0:58
0:23
0:35
AD SPEND VERSUS TIME SPENDAd spend
Time spend
Ad
spen
d (m
illio
ns)
Tim
e sp
end
(hou
rs)
* **
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)
Mobiel onderbenut
Definition
(Mobile) advertising gaat om het bij elkaar brengen van consument met adverteerder
Advertisers Media agencies Saleshouses
Ad serving
Operators Infrastructure
suppliersApplication
partiesConsumers
>
Waarom?• Persoonlijk• Draagbaar• Altijd bij je• Interactief• Viraal
Consument is positief over mobiel, maar initieel skeptisch over mobiel adverteren
UK GER UK 16-24 GER 16-24
92% 86% 96% 87%
I won´t not leave my house without my mobile
Agree Disagree
UK GER UK 16-24 GER 16-24
74% 71%88%
77%
I never turn off my phone
Agree Disagree
UK GER UK 16-24 GER 16-24
75% 71%92%
75%
My phone is the most personal device I own
Agree Disagree
UK GER UK 16-24 GER 16-24
54% 53%64% 67%
Interacting with brands I love and consume with my phone is easy
Agree Disagree
UK GER UK 16-24 GER 16-24
54%38%
65%47%
If I receive an interesting offer on my phone I will send it to friends and family
Agree DisagreeUK GER UK 16-24 GER 16-24
43% 45% 46% 49%
Advertising on my phone is trustworthy
Agree Disagree
EVERYWHERE
DEFAULT ON
PERSONAL
INTERACTIVE
VIRAL NOT
TRUSTWORTHY
Consument ziet waarde in adverteren, maar verbetering mogelijk op mobiel
Advertising helps me choose what to buy
= 54% agrees
= 50% agrees
It is important for me to engage with the brands I love and consume
= 52% agrees
= 53% agrees
16 - 44
Attitude towards receiving brands messages on the mobile phone
= 39% positive = 32% positive
= 34%= 42% = 37%= 62% = 40%= 49%
Mobiel adverteren initieel negatief beoordeeld door de consument
Television Radio Press Cinema
Outdoor Direct mail Internet Mobile
Q: What is your attitude towards receiving brand messages in the following media (% positive)?
= 58%= 76%= 70%= 79% = 77%= 82% = 68%= 62%
= 74%= 65% = 34%= 53% = 59%= 73% = 32%= 39%
Door rekening te houden met voorkeuren van consumenten...
Q: What is your attitude towards receiving brand messages on your mobile phone if …?
Initial Privacy Profile information Preferences Relevance Permission Control Incentive0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
32%
55%61% 60%
65% 67% 69%74%
39%63% 61% 61% 69% 71% 72% 73%
Attitude drivers
UK
GER-MANY
U men
G men
U women
G women
U 16-24
G 16-24
Drivers
Positi
ve a
ttitu
de
• Relevantie en controle van groot belang
Wordt acceptatie verhoogd
Q: If a company would ask your permission in order to receive brand messages on your mobile phone and …. would you grant this company permission?
GER Men Women 16-24 MI0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%Incentives Germany
Ringtones
Music
Games
Applications
Monthly amount
Discount bill
One off
Texts & Minutes
Minutes
16-24 25-34 35-44 45-54 55-64 65+0%
10%20%30%40%50%60%70%80%90%
Attitude drivers & Permission
Privacy Control Relevance Incentives
Age groups Germany
% th
at w
ould
gra
nt p
erm
issi
on
• Incentives and control have highest permission rates
• 25-34 group outscores 16-24 on icentives and control
• Target group mobile advertising 16-44
• A monthly amount free to spend favorite incentives all groups except youngsters (same in UK)
• Youngsters prefer one off cash• Minutes more popular for all groups except
16-24 year olds, who prefer texts• Both German and UK users find 5 brand
messages a day acceptable
Q: Which one of these incentives is the most appealing to you?
En daarmee kan mobiele acceptatie vergelijkbaar of beter scoren dan andere media
Television Radio Press Cinema
Outdoor Direct mail Internet Mobile
Q: What is your attitude towards receiving brand messages in the following media (% positive)?
= 58%= 76%= 70%= 79% = 77%= 82% = 68%= 62%
= 74%= 65%= 34%= 53%
= 59%= 73% = 70%= 71%
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”Verwachtingen van adverteerders
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. ”
Verwachtingen van media-inkopers en -verkopers
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. ”
Verwachtingen van ‘influencers’
Mobile ecosystem
Iedereen wil een stukje van de mobile advertising taart
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
Mobile ecosystem
Maar is iedereen de baas?
Adserving
Media agenciesSales
housesOperators
Infrastructuresuppliers
Applicationparties
‘My channel’‘ I get things done’‘I build’‘I plan and
deliver’‘I buy’‘My advertiser’
´Ik ben onmisbaar´
Mobile ecosystem
Van klant naar partner
Supplier• One directional• Own market vision• Conflicting (price-) interests• Separate market analysis• Selling / ordering• Own programs• Own targets• Management involvement• Buy
Strategic partner• Bi-directional• Shared market vision• Win-win• Shared market analysis• Joint optimal roll out• Joint programs• Joint targets• Board involvement• Revenue sharing
Van ´ik bezit´ naar ´wij delen´
Mobile ecosystem
Mobile ecosystem
Mobile ecosystem
Operator en publisher samenwerking
Concurreer niet, maar laat de taart samen groeien
Mobile advertising platforms
Mobiel kent meerdere uitingsvormen
Calling….
Tarik Fawzi+316 12345678
Dialing...
Voicemail1233
You have one voicemail:
Received from Jonathan MacDonaldReceived today at 17.21 hours
Adv.: Moving house? Plan ahead – and know exactly how much you will pay.
For more information go to www.rbs.co.uk or schedule an appointment with one of our mortgage experts . Text APPOINTMENT to 1234
From Tarik FawziReceived today at 12.21 hours
Hi Mark, are you in for a good discussion?
Speak to you soon!
Regards, Tarik
Adv.: This week Heineken for sale at Marks and Spencer. For our other offers go to www.marksandspencer.co.ukor text OFFER to 1234
Belt….
Voicemail1233
Mobile internet
On portal, off portal, search engine (sponsored links), idle screen
Banners and links
Voice
Call waiting time, voicemail
Spoken messages
Messaging
SMS, MMS, Instant Messaging,E-mail
Text, image driven, banners and links
Applications
Games, music, TV, video, LBS,tools
Loading pages, exit pages, interstitials, product placements, sponsorship, pre- and post rolls.
Samenwerking
Mobile Advertising gaat over de zwakste schakel
Advertisers Media agencies Saleshouses
Ad serving
Operators Infrastructure
suppliersApplication
partiesConsumers
Mobile Advertising gaat niet om winnen
Samenwerken
...maar samenwerken
Vertel niet, maar inspireer
Samenwerken
...voorbeeld
Samenwerken
Persbijeenkomst 15.15 - 15.45 u.
