the world goes mobile
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MOBILE MEDIA CONSUMPTION: THE WORLD GOES MOBILE FERYAL HEMAMDA
MARKETING DIRECTOR, EMEA
Wave 2: October 2012
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625B mobile consumers
18 offices world wide
+900 Employees
165 countries
Touching 40% of mobile Internet users globally, on average 200 times a month
North America
Latin America Africa
119 M
22 M 35 M
149 M 246 M 16 M
NORTH AMERICA EME
JPAC APAC
AFRICA LATIN AMERICA
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Simplifying Mobile Advertising
Simplify Mobile Creative
The Leading HTML5 Ad Creation Platform
Simplify Mobile Analytics &
Research
Universal Analytics & Research Solutions
Simplify Mobile Reach
Largest Independent Mobile Ad Network
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Mobile Advertising Timeline
First Mobile Banner Ad
Simple Rich Media Ads
Immersive Rich Media Experiences
2004 2011 2010 2000
1ST TEXT AD SMS
Tablet Ads Introduced
Touch & Gestures Introduced
Mobile Inline Video
2007 2012
The Future of Mobile
Advertising!
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Technology Penetration
Years to reach 50 million market Audience
Source: Yext Hello Generation Mobile
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Mobile Media Consumption
Objectives: v Understand mobile media
consumption and how its changing over time
v Examine the relevance of
mobile to consumers around the world
v Provide a holistic
overview of how mobile is evolving around the world as well as within specific markets
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In the UK, mobile web time is me
time: its usually a personal
rather than a shared media experience
Mobile is Part of Daily Life
71% While watching
TV
64% Waiting for someone
67% Lying in bed
39% Commuting
32% Spending time with
family
36% Shopping
28% In the bathroom
28% social event
Source: InMobi Media Consumption MAR 2012 Sample size: n = 999
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6.4 apps ACTIVELY USED IN LAST 30 DAYS
Of all the apps you currently have, how many have you actively used in the last 30 days?
8%
48%
26%
9% 9%
None 1 - 5 6 - 10 11 - 15 Over 15
Question not asked in US and UK, Base: Smartphone user 6 market average n=5,492 (Australia n=734; China n=1,530; Germany n=217; India n=1,535; Japan n=551; Korea n=924) Decision Fuel & InMobi
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Device Day-Part
Source: InMobi/Mobext (UK) May 2012
Multi-Screen Time
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62% of mobile web users engage in mobile activities while watching TV
Base: Global Mobile Average n=9,869
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The Impact of Mobile
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WHAT we purchase hasnt changed
HOW we shop is evolving
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Currently, gathering information takes precedence for mobile shoppers and helps to drive customers in store.
Mobile Shoppers gather information
Source: On Device Research, "Mobile in the Retail Store," Feb 2, 2012
0% 5% 10% 15% 20% 25% 30% 35% 40%
Buy items through mobile phone Look up product specifications
Scan in barcodes to compare prices Look for a mobile discount code/
Look at product reviews Email or social networks
Compare prices
In-Store Mobile Shopping Activities of UK Mobile Internet Users, Jan 2012
(% of respondents)
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69% of tablets owners make a purchase on their device across the average month
Source: InMobi/Mobext May 2012
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Shopping and Devices
Source: InMobi/Mobext May 2012
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Levis - Interacting with the Brand
Consumers can interact with the products and brands and how they are relevant to them as well as be driven to a specific call to action making a purchase
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Mobile is Continuously Evolving
Touchscreen & Sensors
4
Multimedia 3Data 2
Voice 1
Text news
Mobile Internet
Games & Movies
SMS ads Banner Ads
Rich media
Dynamic ads
Technology Content
Ads
Context
Integrated solutions
App & web Ecosystem
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AUDIENCE Centric advertising
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Create a Brand Experience
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Ford B-Max
Creating an in-ad gaming experience (gameification) to drive user engagement and brand awareness
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2012 IAC Awards Winner
2012 Digiday Awards Finalist
SHOWCASE ENTERTAINMENT: Sega Samurai Bloodshow
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View product variants
View detailed product Info
Drive commerce
Social sharing
Content structured by device fingerprint
Retargeting of purchase funnel
Product discovery and purchase
INNOVATION:
Real-Time Dynamic Ads
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INNOVATION:
SoLoMo
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INNOVATION: Tweet-vertising
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INNOVATION: Zombify Yourself
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Thank you.
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