1. The year of mobile advertising?
Nick Lane, chief researcher, mobileSQUARED
2. • Formerly Direct2 Mobile
• mobileSQUARED is a research firm covering the mobile data industry, delivering a range of
services including research, analysis and consultancy
• We specialize in
• mobile social networking
• mobile Internet
• mobile content & entertainment
• messaging
• mobile marketing and advertising
• operator strategy
• mobile consumer behaviour
• mobileSQUARED is a free monthly research publication covering the mobile content and
services market. We think about mobile, and that makes our global audience think too
3. Covering …
Mobile adult content + forecasts
SMS is still data King
Mobile advertising: cell broadcast
Mobile data analysis: India
Forecasts: French ME market
Consumer survey
… and more
NEXT ISSUE OUT NEXT WEEK
6. Minus Japan, Korea, US
*Australia, Canada, France, Germany, India, Indonesia, Italy, Japan, Korea, Malaysia,
Scandinavia, Spain, Thailand, UK, US
7. “Mobile advertising is the first to get the chop. Brands are retrenching
onto TV or online – more tried and tested media formats. We’ve seen a
levelling off of revenues in brand space, with mobile campaigns pulled by
brands 9 times out of 10.”
Anonymous mobile advertising provider, May 2009
2009:
Content providers’ spend 0-25%
Brand spend 25%
However, a 25% decrease in content provider spend and 25%
increase in brand spend would result in 12% decrease yoy
“We have seen the effects like everyone else, but that varies country-to-
country and depends on the product. In challenged markets we need to
look at how much we spend versus the acquisition of downloads. But a
lot of media partners are meeting us half way with the same volume of
advertising but lower costs.“
Kaj Hagros, COO of Fox Mobile Distribution, May 2009
9. MA forecasts for 2008
Nov-07 - £59.95 mil.
Nov-08 - £25 mil.
Jan-09 - £10 mil.
Breakdown
£7 mil. -
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10. • Progress is slow • Landing page
• Pricing more realistic development
• Inventory • Standardisation
• Format (>50) • Recession
• Spend evolving • App Store
• Leapfrogged content • Developing markets
Do you know what an App Store is? Would you use an app store?
14. Profile button
•It’s a person device, let the consumers personalise it
•Let the consumers control their relationship with you
•Brand relationship manager (BRM)
Tiered mobile inventory structure
•Digital, entertainment, messaging, device-based, app store
•Overcoming inventory fragmentation
•Encourage spend
Agencies
•No incentive – average campaign spend around $15k
•Too many players in value chain = no revenues
•Key to unlocking brands.
And finally
•No more “BIG” brands
•Educate consumer; 60% > 40%
