camerjam mobile marketing finance masterclass millenial media
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INSIGHTS FOR THE FINANCIAL SERVICES INDUSTRY
THE MOBILE LANDSCAPE
Gavin Stirrat, MD EMEA [email protected] @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
[email protected] @gavjs