1. dK'd,Z KZsZ
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Mobile media: consumer insights
across Europe

2. dK'd,Z KZsZ
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1995
Internet media was born

3. dK'd,Z KZsZ
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2011
What’s going on around mobile?

4. dK'd,Z KZsZ
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mobile eligible as a mass media
TV Personal Internet Mobile
households computers users subscribers
1.5B 0.9B 1.3B 5.1B
Source : BBDO, Orange, Yankee group

5. dK'd,Z KZsZ
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people love their mobiles
2x as many people would keep their mobile over TV
78% of people have their mobiles on at all the times
68 min – average time to report a lost mobile
(vs 26 hours for a wallet)
Source : BBDO

6. dK'd,Z KZsZ
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IAB Europe mobile committee
market education
market insights
measurement guidelines
Ludovic Levy
case studies Chairman of mobile committee
Director of mobile advertising, Orange FT
networking Group

7. dK'd,Z KZsZ
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collective personal

8. dK'd,Z KZsZ
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interactive
anonymous personal
static
beyond its own attributes, mobile makes all media interactive

9. dK'd,Z KZsZ
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# pixels Value
2000 K
800 K
400K
intrusiveness

10. dK'd,Z KZsZ
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Mobile consumer insights
reach, usages, activities
multiple sources
local legitimacy
MobiLens™

11. dK'd,Z KZsZ
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Across19 European
countries

12. dK'd,Z KZsZ
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INSIGHTS
Mobile ownership
Mobile internet penetration
Mobile media activities
Mobile advertising
Mobile commerce

13. dK'd,Z KZsZ
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Mobile ownership in Europe
MAP
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14. dK'd,Z KZsZ
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3 groups of mobile internet markets*
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* reach on mobile population usage over last week

15. dK'd,Z KZsZ
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Mobile media usage in Turkey
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16. dK'd,Z KZsZ
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Activities on mobile media
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17. dK'd,Z KZsZ
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Media meshing
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ds

18. dK'd,Z KZsZ
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Mobile advertising: relevant for consumption
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19. dK'd,Z KZsZ
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M-commerce
MAP
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20. dK'd,Z KZsZ
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THANK YOU
Bruce Hoang, group marketing director, orange advertising