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4

th

Study of Investment in Mobile Marketing and Advertising in Spain 2011

Elaborated by:

Sponsors

Premium sponsors

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Copyright 2011 Accenture All rights reserved. 2Study conducted by Accenture

Index of the Study

Objectives and Methodology

Definition of Mobile Marketing

Future Trends

Advertisers Perspective

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Objectives of the 4th Study on Investments in Mobile Marketing

This fourth wave of the study on investment in mobile marketing and

advertising in Spain encompasses the following objectives:

Quantify the investment in advertising allocated to mobile marketing and advertising in 2011

Analyze and spread the economic importance of the industry

To this end, we have designed a methodology based on collaboration

with the companies associated with the MMA and other companies in

the industry, that express their view of the sector through various

questionnaires

Enables information to be gathered on investments

made and/or received.

Quantitative

Questionnaire

Qualitative

Questionnaire Enables us to know the challenges of the industry, forecasts,perspectives and points of view of mobile marketing in Spain.

Questionnaire

for AdvertisersEnables us to know advertisers opinions when it comesto using mobile marketing techniques.

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Companies participating in the 2011 study

The study, conducted by Accenture, was

carried out during the months of July to

December 2011.

48 companies in the industry

collaborated in this edition of the study,covering the various typologies of companies

associated with the MMA:

Mobile Telephony Operators

Interactive Agencies Content and Technology Creators

Marketers

Also,21 advertising companies havecollaborated in this edition: Red Bull, Honda,

Legalitas, Camper, Toyota, Loewe, Mahou,

Maxxium, Santa Lucia, Canal plus, Fotocasa,Lactalis, Heineken, Desperados, Imperial,

Loteras, Reale, Caser, Guerlain, MTV,

Hyundai

Non-associated participants: App Link, Diximedia,

El Economista, Hi media, Publipress Media,

Unidad Editorial, Wantham.

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Index of the Study



Investment in Mobile Marketing

Future Trends


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Mobile marketing

is a set of practices that enables organizations to

communicate and engage with their audience in aninteractive and relevant manner through any mobile

device or network

Mobile Marketing is a setof practices that enables

organizations tocommunicate and engagewith their audience in aninteractive and relevant

manner through anymobile device or network

What does mobile marketing include?

Display

Search

Mobile marketing

Bluetooth SMS

MMS

Applications

Advergaming

Contents and

ApplicationsVoiceCouponing MessagingProximity

Mobile

advertising

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7/39Copyright 2011 Accenture All rights reserved. 7Study conducted by Accenture

Index of the Study




Future Trends


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The Investment in Mobile Marketing

Evolution

The investment in mobile advertising will represent nearly one billion

dollars in a US market in 2011.

Evolution of the investment in mobile advertising

in the USA (2007-2012e) (million dollars)

416

743

1.102

1.501

2.037

2.550

2009 2010 2011 2012 2013 2014

Source: emarketer April 2011. Includes display, search and messaging

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The Investment in Advertising In Spain

Forecasts for 2011

Various forecasts reflect the slow progress of the advertising market in Spain during 2011.

The most significant expected growth is in interactive media (mobiles and the Internet)

Forecasts for variation in % in

investment in advertising

-5,9 -5,9

-3,4

-7,4-6,5

-4,9

12,39,3

7,5 8,3

Infoadex 1st quarter 10 Arce I2p 2011e Zenith Vigia 2011e

Totaladvertising

Tv

Internet

Mobiles

Sources: Infoadex October 2011, Arce Media October 2011, Zenith Media October 2011

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Mobile Marketing in 2011

63.6 m euros67.4% growth

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The Investment in Mobile Marketing in Spain

Evolution

Despite the fact that the advertising industry is experiencing a major crisis, the activity during 2011

will exceed63 million, with growth of 67.4% over that of 2010, for all mobile marketing activities.

Evolution of the investment in Mobile Marketing

Source: In-house compilation based on a quantitative and qualitative survey by MMA Spain 2011

This figure includes technology, production and investment

28,6 32,3 38,063,6

2008 2009 2010 2011e

+13,3%

Investment in mobile marketing in Spain

+67,4%+17,8%

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Evolution

The forecasts for the industry for 2013 are optimistic, with an average growth of61.99%.A

figure of around167 million is expected to be reached by this date.

Evolution of the investment in Mobile Marketing

28,6 32,3 38,063,6

101,1

166,9

2008 2009 2010 2011e 2012e 2013e

+13,3%+18%

CAGR 2011 -

2013: 61,99%

+67,4%

+59%

+65%



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Investment by typologies

For 2011 mobile marketing and advertising represent a market of63.6

million in Spain. In absolute volume, mobile Internet represents the most important typology

Evolution of the investment* in mobile marketing by

typologies in Spain (2008-2011e) (millions of euros)

Appl ications Proximity Messaging Mobile Internet Voice Social Networks ad content Mobile portal

2008 2009 2010 2011e

(bluetooth,

Geolocalization..)

This figure includes technology, production and investmentPremium and corporate messaging are not included


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Mobile Internet continues to be the most important activity as regards volume. Applications remain

in second place as in previous editions.

Evolution of % of investment* in mobile marketing by

typologies in Spain (2007-2011e)

28% 32% 26%

11% 3%1%

18%21%

19%

33% 35%42%

1% 5%4% 6%

2009 2010 2011e

Mobile Portal

Ad content

Social Networks

Voice

Mobile Internet

Messaging

Proximity

Applications

This figure includes technology, production and investment.Premium and corporate messaging are not included


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Mobile Internet continues to be the most important activity as regards volume. Applications remain

in second place as in previous editions.

Evolution of % of investment* in mobile marketing by

typologies in Spain (2009-2011e)

33%

18%

11%

28%

4%

1%

35%

21%

32%

3%

6%

5%

42%

19%

1%

26%

Mobile portal *

Ad content*

Social networks

Voice

Mobile Internet

Messaging

Proximity

Applications


Premium and corporate messaging are not included


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72%

16%

12%

Purchase of m edia

Technology

Creativity


Investment by typologies: Mobile Internet

Mobile Internet is one of the main levers of Mobile Marketing, with an investment for 2011 of over

26 million. The great majority of this investment is allocated to the purchase ofdisplay, as shown by the 76%

allocated. 6% was allocated to searches, and video comes in with 18%.

*This figure includes technology, production and investment


1012

14

27

2008 2009 2010 2011e

Evolution of % of investment* Evolution of

investment in millions

of euros*

% Investment by

concept

% Investment by type of action

76%

6%

18%

Display

Search

Video

33%36% 35%

42%

2008 2009 2010 2011e

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Investment by typologies: Applications

Applications have driven the industry significantly, in spite of the % of their evolution having been

reduced in 2011. Technology development this year has become key and creativity has more weight than in other

mobile marketing areas, basically due to the intense competition among applications.

*This figure includes technology, production and investment


7

9

12

17

2008 2009 2010 2011e

Evolution of % of investment * Evolution ofinvestment in millions

of euros *

23%

28%32%

26%

2008 2009 2010 2011e

% Investment byconcept

7%

70%

23%

Purchase of Media

Technology

Creativity

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Investment by typologies: Messaging

During 2011 messaging has maintained an upward trend, generating a growth of4 million more

than in 2010. Part of the growth is supported by the grater volume of MMS. Growth is also noted in the weight of technology in this category.

Evolution of % of investment * Evolution of

investment in millions

of euros*

% Investment by

concept

% Investment by type of action

12%

18%20,5% 18,8%

2008 2009 2010 2011e

3

6

8

12

2008 2009 2010 2011e

38%

51%

11%

Purchase of MediaTechnology

Creativity

74%

16%

10%

sms

mms

MobileMail

* This figure includes technology, production and investment


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Investment by concept

In 2011 the purchase of media represented over29 million, 45% of the total investment. A large

part of the development is derived from actions on mobile Internet.

% of investment by concept 2011e Investment by concept 2011 and

Total Mobile Marketing

45%

38%

17%

Purchase of MediaTechnology

Creativity

29

24

11

Investment in thousand of euros


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The Investment in Mobile Marketing in Spain 2011:

Investment by industry in %

Telecommunications maintains a leadership position in the medium, a result of the immense maturity

of the market. The upsurge of sports and leisure time in 6th

place is prominent.

% of the investment* in Mobile Marketing by industry

24,8%

13,4%

6,9% 6,6% 6,5% 6,0% 5,3% 5,0%2,8% 2,7% 2,4% 2,2% 1,9% 1,5% 1,2%

Telecommunication

sandInternet

Automotion

Beverages

Textileandclo

thes

Fina

nce

Sportsandlei

sure

Transport,travel

andtouris

m

beautyandhyg

iene

Publicandprivate

services En

ergy

Personalprop

erty

F

ood

Cu

lture

He

alth

Officeandtrade

equipme

nt



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Investment by industry in %

The Automotive industry now generates 18% of the investment if we exclude the investment in

telecommunications% of the investment* in Mobile Marketing by industry, NOT

INCLUDING TELECOMMUNICATIONS

17,9%

9,2% 8,8% 8,7%8,0%

7,1% 6,7%

3,8% 3,5% 3,2% 2,9% 2,6%1,9% 1,5%

Telecommunicatio

nandIntern

et

Automo

tion

Bevera

ges

Textile

and

cloth

es

Sportandlei

sure

Fina

nce

Beauty

and

hygie

ne

Transport,travel

andtourism

Publicandprivate

services E

nergy

Personalproperty

F

ood

Culture

He

alth

Officeandt

rade

equipment



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Investment by industry in thousands of euros

The 6 main industries represent 64% of the investment, with over3.5 million in each.

Investment in thousands of euros* Mobile Marketing by industry

15.757

8.557

4.420 4.204 4.148 3.834 3.395 3.205

1.797 1.688 1.550 1.385 1.232

Telecommunicatio

nandInte

rnet

Autom

otion

Beve

rages

Textileand

clothes

Finance

Sportandleisure

Transport,

travel

andtour

ism

Beautyand

Hyg

iene

Publicandp

rivate

service

s

Energy

Personalproperty

Food

C

ulture

* This figure includes technology, production and investmentSource: In-house compilation based on a quantitative and qualitative survey by MMA Spain 2011

Excluded from the chart are minority sectors and miscellaneous for an amount of 8.452 m

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Index of the Study




Future Trends


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In 2012 applications,couponing, and display

will be the lever for growth

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Future TrendsThe formats with the best future

Contents and applications are regarded as the format with the best future, thanks to the interest

kindled among advertisers.

Source: In-house compilation based on a qualitative survey by MMA associates Spain 2011

Formats with the best

future (% agreement)

25,0%

18,3%16,3%

13,5%

10,6%9,6%

4,8%

1,9%

Content andapplications

Couponing Display Vdeo Proximity Search MessagingSMS and

MMS

Voice(bluetooth,

geolocalizacin y NFC,)

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Future Trends

The formats with the best future: rationale

Contents and Applications

Including advergaming and widgets


Personalization to the user and easy to use

The apps are gaining ground on other channels of communication

Consumers demand applications and use them

Advertising will be consumed voluntarily

It is the most important line today in mobile

25%

1st place

18%

2nd place

16%

3rd place

Progressively more in use by the end user

Users seek discounts

The investment/profitability cycle is easy to understand

In the USA it is a realty and we are on the way in Spain.

Couponing

Mobile will be established as another advertising channel

Usual visual and graphic formatCurrent trend

Display

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Future Trends

The formats with the best future: rationale

Video


The mobile is another screen

We adapt brand contents to the mobile.

Easy, economical adaptation of TV commercials to mobile devices

Video traffic seen in Spain

14%.

4th place

11%

5th place

10%6th place

It has the best penetration/ frequency of use combination

Impact the user where and when the advertiser needs

NFC key technology that will mark payments from mobiles

Proximity (bluetooth, NFC, RFID)

Seek information in the context of here and now

Fast communication

Google expects more mobile searches than conventional web searches

Search

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Future Trends

The services in greatest demand

Social networks are still strong in this edition, followed by Searches with mobiles and maps and

localization.

What do you think will be the services in greatest demand and acceptance by

telephony users?


High

Average

Low

2,98 2,952,71 2,69 2,67 2,64 2,60

2,522,50 2,48

1,00

2,00

3,00

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Future Trends

Technological dependence

Social networks are still strong in this edition, followed by Searches with mobiles and maps and

localization.How important is the dependence of the development of the industry on

the following factors?


High

Average

Low

2,932,7 2,65

2,53 2,52,43

2,3

2,23

1

2

3

Flat data rates Networks Handset andterminals

Contentdevelopment

regulation anddevelopment ofstandards and

formats

development ofnew

applications

development ofnew operatingsystems and

platforms

internet

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Future Trends

Marketing and communication elements

Direct contact and the MMA are the most valued to communicate the benefits of mobile marketing.

Which of the following variables are most helpful to you when it comes to

promoting Mobile Marketing services?


Very useful

Indifferent

Limited

Fairly useful

Notuseful at all

4,95 4,84 4,81 4,304,14

3,78 3,73

1,00

2,00

3,00

4,00

5,00

Visit bysalespeople

Mobile marketingassociation

Studies Events Internet Advertisment inthe media

Fairs

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Index of the Study




Future Trends


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100% of those

that haveinvested want to

invest again

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The forecasts for this year are optimistic, since 87% of the

advertisers that participated in Mobile Marketing would do so

again. Percentage of advertisers that have considered the following attributes to be

important

Strengths of Mobile Marketing

21,4%

19,6%

18,3%

14,4%

13,3%

12,9%

Relationship with electronictrade

Measurement of return

Ability to generateawareness

Image of innovation

Capcity to segregate

In addition, the

assessment of

immediacy is

prominent due to the

fact that collection is

allowed directly

through MM with noneed for any other

model, with a simple

click

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The advertisers that have undertaken actions trust in the media as part of

their campaigns.

In the case of new advertises or those that have only made a test, they require greater knowledge ofall the options that can be carried out.

Among the most accustomed advertisers in the media, the future

commitment focuses on actions such as: Applications

Display

Search

AccustomedAdvertisers

Not veryactive advertisers

Among the less active advertisers proximity is considered to be

important as a novelty.


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Advertisers demands to be more active in mobile marketing focus on

knowledge and self-confidence.

They expect an association like the MMA that will help them in these.

Lack of knowledge of whatcan be done

Doubts relative to what it

will cost

Cost of development

Lack of internal resources

The main barriers for

advertisers to carry out mobile

marketing

Training Events

Actions to promote

circulation

Promoting the

development of standards

MMA can help me in

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I would invest more if

Access

Measurement ofresults

Cost and budget

It reached many more users and were spread as an advertisingmeans

I were guaranteed that it is a means of communication , the

medium which is really used by consumers

People knew more about the Mobile world

There were more websites adapted to Mobile.

I had a better return on the investment

It gave a measureable and quantifiable return for my business,

above other channels.

Success stories that show that business is built

I had a higher budget

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I would invest more if

Agency structure

Training

There were more agencies prepared to offer relevant solutions for

the consumer, if they were more entertaining or useful.

I knew all the possibilities that this medium offers.

The serious problem today with Mobile Marketing is that agencies

practically still do not consider it and advertisers are unaware of its

benefits and usefulness: it must be advocated much more.

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This years most interestingcampaigns for advertisers

For their creativityIkea

MiniMahou

Audi

Schweppes Heritage

For technologyTelentrada

BMW remote appArmani

McDonald app

For innovationStarbucks Coupons

Heineken

For effective word-of-mouthSpotify

GroupaliaLets bonus

Premium spons

ors

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Executive Summary 2011

In Spain, the activity for all marketing activities during 2011 shows a growth of 67.4% over 2010

with an activity that exceeds63 million.

The investment allocated to the purchase of media represents 45% of this activity, reaching 29

million.

The forecasts for the industry for 2012 are optimistic, with an average growth of 59%, with

similar expectations to those of the 2010 study.

Mobile Internet continues to be the most important activity as regards volume, although other

typologies, such as Applications have gained importance thanks to the development of new

terminals.

Telecommunications, Automotion and Beverages are the most active industries in this year.

Applications, couponing and display appear as the key levers for development of mobile

marketing for 2012

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Premium sponsors

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