LatAm is currently the world’s fastest growing mobile ad market. It’s uniquely placed to ‘leapfrog’ the US, Asia and Europe in terms of innovation and moving forward in total adspend. So how come in 2012 the region only accounted for 0.6% of global mobile adspend? This presentation dispels the myths that surround mobile advertising in LatAm, and uncovers the three predictions that makes it one of the most exciting to markets to operate in for brands, agencies and publishers.

1. Mobile in LatAm
The myths, the facts
& the future_

2. Telefonica Digital_
Beyond Connectivity…
Injecting digital into
Telefonica

3. Size of opportunity
makes LatAm a priority
2 in 5
people
Source: World Bank Population 2012, Telefonica Annual Report 2012

4. Advertising:
Our Mission…
Data

5. Mobile advertising
the (near) future_

6. Advertisers will have to think ‘Mobile
First’
1
250
(Million)
200
Internet
Population
150
100
Smartphone
Ownership
50
0
2012
Source: eMarketer, Ovum 2013
2013
2014
2015
2016
2017

7. Advertisers will have to think ‘Mobile
First’
Mobile intersects the consumer ‘moments of truth’
1st moment
of truth
Stimulus
Pre-shopping /
In-store / in/home
Credit: Google
2nd moment
of truth
At shelf in-store
Experience

8. 2
‘Mobile First’ approach will force
collaboration and business model
innovation
BUY
WORK
BUILD

9. Buy
Credit: LUMA partners
CONSUMER
MARKETER
Mobile LUMAscape

10. Work
SPAIN
UK
M Commerce
Data
Advertising

11. Build
43%
Positive about receiving
offers via SMS
Source: Telefonica / PublicEye survey 2012-2013; Do you like to receive offers via SMS?

12. 3
Mobile Advertising in LatAm
accelerates faster than any other
region
Mobile ad revenues: CAGR by region (2012-2017)
LAM
MEA
NAM
WEU
Global
CEU
APAC
0%
Source: IHS 2013
10%
20%
30%
40%
50%
60%
70%

13. Dispelling the myths
around mobile
marketing_

15. Your audience is ready for mobile
Positive about mobile
advertising
Adspend per connection
44%
$1.00
38%
$0.10
$7.10
19%
$2.20
11%
Asia Pacific
Latin America
North America
Western Europe
Sources: WIN/GIA 2013, eMarketer 2013

17. 2 steps to mobile creativity
Feature Phones
Dominate in LatAm
83
minutes
per day
minutes
per day
31%
69%
Sources: Ovum 2013, WIN Gallup 2013
55

18. Step 1: Get your targeting right
Location
Behavioural
Demographic
Context

19. Step 2: Control user experience
with ‘made for mobile’ formats
82%
Incremental
awareness
10%
Watched the
series
Source: Movistar / FOX campaign, 2013

21. We just need to measure
Researched a product 43%
Looked for a product in-store28%
Online
Offline
Source: IDG Research Nov 2012 (US), Google
37%
33%

22. Case study: Pizzeria Monte
Verde
300% Increase in sales
63%
Remembered the ad
59%
Increased desire to buy a
pizza
20%
Purchased a pizza after
receiving the SMS
Source: Vivo Pizzeria Monte Verde survey using PublicEye, 2013

23. Key Take Away points
Test and learn now
Don’t ignore feature phones
Every moment is mobile
Partner with experts to win

24. Thanks