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Version 1 | Public © Ipsos MORI
Version 1 | Public
Mobile Advertising Aakanksha Haran, Associate Director, Ipsos MediaCT
14/06/2012
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Source: IAB / PwC mobile ad spend survey 2011
157% Total Mobile Market 2011 vs 2010
like-for-like
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Source: IAB / PwC mobile ad spend survey 2010
83m Total Mobile Market 2010
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Source: IAB / PwC mobile ad spend survey 2011
203.2m Total Mobile Market 2011
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Most formats seeing growth
Source: IAB / PwC mobile ad spend survey 2011
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In app revenue outweighs on browser
Source: IAB / PwC mobile ad spend survey 2011 *Based on a sample of 20 participants and 2 estimated companies (from publicly available information), accounting together for c.68% of total display revenue
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Change in industry sector display market shares
Source: IAB / PwC mobile ad spend survey 2011
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Mobile spend as part of the media mix
Source: 2011 estimates from The Advertising Association/Warc Expenditure Report., IAB/ PWC Mobile Adpsend Study 2011
Cinema Mobile
Radio Out of home
Direct Mail
Press
TV
Internet
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8.3m
11.8m
15.8m
18.1m
£19.4
£51.0
£153.1
£165.7
£28.6
£37.6
£83.0
£203.2
0
50
100
150
200
250
0
5
10
15
20
25
1998 1999 2000 2001
Monthly mobile audience Monthly online audience Online adspend Mobile adspend
Mobile’s growth echoes online 10 years ago
Source: IAB / PWC Adspend, comScore Mobilens
Month
ly o
nlin
e/m
obile
audie
nce (
MM
)
Yearly a
dspend (
£M
M)
2011 2010 2009 2008
8.6m
11m
14.5m
24.6m
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£19.4m
£51.0m
£153.1m
£165.7m
£196.7m
£465.0m
£825.1m
£28.6m
£37.6m
£83.0m
£203.2m
0.00
100.00
200.00
300.00
400.00
500.00
600.00
700.00
800.00
900.00
1998 1999 2000 2001 2002 2003 2004
Online adspend Mobile adspend
Will mobile follow the same path as online adspend?
Source: IAB / PWC Adspend
*Source: First Partner
2011 2010 2009 2008 2012? 2013? 2014?
*£1bn
in
2015
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The consumer view
Mobile Modes How to Connect with Mobile Consumers
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Around 1 in 2 consumers notice ads
on their mobile, especially those
male & younger
Ad recall is strongest in the morning
Peak time for ad interaction is during
break times and when winding down
3 in 4 consumers accept mobile advertising
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Humorous, bold, and graphic rich
ads attract consumers most
Ads that are relevant, specific
and geographically targeted are
also effective
Despite the small screen size,
consumers want mobile ads to
personally connect
Which ads work best?
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Things to consider
Source: Mobile modes study with Yahoo!
• Be part of the growth
• Be around content
• Use day parts to optimise metrics
• Invest in creative
• Respect your mobile consumers
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Thank you [email protected]
© Ipsos MORI This work was carried out in accordance with the requirements of the international quality standard for market research, ISO 20252:2006 and with the Ipsos MORI Terms and Conditions which can be found here