camerjam mobile marketing finance masterclass millenial media

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INSIGHTS FOR THE FINANCIAL SERVICES INDUSTRY

THE MOBILE LANDSCAPE

Gavin Stirrat, MD EMEA gavin@millennialmedia.com @gavjs

December 2011

MOBILE DISPLAY ADVERTISING MARKET SHARE

Independent Founded in 2006 by mobile,

advertising, and media innovators No operating system bias Platform and device agnostic

Mobile Focus Not part of a major PC internet portal

or search engine We don’t sell handsets or own an app

store Mobile advertising is all we do

Industry Insight Monthly SMART and Mobile Mix

reports are widely sourced, with more than 3000 press and analyst references

Millennial Media

Putting Mobile in Context

Source: Chetan Sharma Consulting, April 2012

Industry Sector Market Shares

• Finance 16% • Consumer Goods 15% • Entertainment & the media 12% • Travel & transport 10% • Retail 10%

Top 5 Online Advertisers H1 2011

Source: IAB / PwC mobile ad spend survey 2011

Top 5 Online Advertisers H1 2011

Change in Industry Sector Market Shares 10-11

Source: IAB / PwC mobile ad spend survey 2011

£15.4m Finance Ad-Spend 2010

Finance Ad-Spend 2011

£20.9m

36% YOY Growth

2011 Finance Vertical Mix

Finance Advertisers’ Campaign Goals

Finance Advertisers’ Campaign Goals Vs All Advertisers in 2011

Finance Post-Click Campaign Action Mix Vs All Advertisers in 2011

Finance Advertisers over-Index on Place Call & Enroll/Join/Subscribe

Finance Advertisers do not spend heavily on local or brand activities

2011 Verticals Year-in-Review

Conclusions – Action Items for Finance Advertisers

■ Advertise to customers in all stages of the funnel

■ Build your mobile website and promotional pages with the mobile user’s

experience in mind

■ Clearly define success metrics and stay on message

■ Reach every possible target consumer, regardless of device

■ Integrate with other media

THANK YOU. TO LEARN MORE VISIT WWW.MILLENNIALMEDIA.COM/BRANDS

Gavin Stirrat Managing Director, EMEA

gstirrat@millennialmedia.com @gavjs

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