The Mobile Media AuthorityThe Mobile Media Authority · 2019-05-14 · Direct behavioral measurement of the most active mobile media consumers. Comprehensive market intelligence to

The Mobile Media AuthorityThe Mobile Media Authority

• The Mobile Market AuthorityM bil M k ti K T dThe Mobile Market Authority• The Mobile Media Authority• Trusted intelligence for a mobile world

Mobile Marketing: Key Trends

Evan NeufeldVP + Sr. AnalystyM:Metrics, Inc

© 2007 M:METRICS, INC.

Agenda

M:Metrics In BriefM:Metrics In BriefThe View from 10,000 FeetCurrent Mobile Usage TrendsCurrent Mobile Usage TrendsWhat Is Driving Us Forward (and Holding Us Back)M bil M k ti O t it K kMobile Marketing: Opportunity Knocks

M:Metrics Measurement Approach

Mobile Media Ecosystem is ComplexMedia Converges: Music, Television, Internet, Messaging

Programming Decentralized: Operators, Off Portal, Brand MarketersHandset Technology Heterogenous: Hardware, Software, Open/Closed

We Measure These RelationshipspSophisticated survey techniquesDirect behavioral measurementContent/ad monitoringContent/ad monitoring


M:Metrics: Mobile Media MeasurementComprehensive ToplineMarket Insight

Direct behavioral measurement of the most active mobile media consumers.

Comprehensive market intelligence to help companies profit from mobile convergence.

Insight on key trends and topics from thought-leading M:Metrics analysts.

AdvertisingMedia InsightAudience

Audience composition of mobile websites to guide ad targeting and spending

Fusion into leading media planning tool for d ti d k t (E )

The who, what, where and when of advertising on the mobile webguide ad targeting and spending. advertisers and marketers (Europe). advertising on the mobile web.

Agenda


Driven by device evolution, speed, and developing b i d l th bil h i i f b ibusiness models, the mobile phone is moving from being just a portable phone …..

…. to becoming a digital, mobile communication and media management platform ….. To 4 billion consumers

ld idworldwide

However, There are Significant Variances in Usage by Market PlaceUsage by Market Place

SMS - US lags, IT LeadsIM -US LeadsTV -ES

Select consumption penetration measures US and EU5© 2007 M:METRICS, INC.

Select consumption penetration measures, US and EU5

In The US, Consumption is Showing Signs

Increase:

of Evolving As We Move From Mobile 1.0 to 2.0

Text Messaging (+26% YOY)Email ( +21% YOY)Sent Photos (+49.2% YOY)Sent Videos (+ 51.5% YOY)Watched TV (+ 19% YOY)Ringbacks ( +40.1% YOY)N & I f Vi D l d ( 13 2% YOY)News & Info Via Download (+13.2% YOY)

Steady or Slight Decline:Steady, or Slight Decline: IM ( +5.5% YOY)Ringtones & Graphics (+ 8% YOY)Played Games ( 16 8%)Played Games (-16.8%)News & info via browser, text alerts (-10% YOY)

Fixture Evolutionary Device Driven Disruptive Nascent© 2007 M:METRICS, INC.

y p

Agenda


Key Trend: Mobile 2.0 Services Adoption Beating Market Growthg

Key Trend: Mobile Browsers Increasingly Active In Both the US & the UK, those who use, use more and more oftenmore often

Metered Smartphone Panel demonstrates browsing growthAverage Daily page views + 61% YoYAverage Daily page views + 61% YoY

Average Daily time spent browsing + 48% YoY

22:35

15:14

Key Trend: The Rise of UGCMultimedia Sharing Continues to Surge Across K M k tKey Markets

+ 58%

+ 45%

+ 64%

+ 50%

+ 88%

+ 64%

+ 64%

+ 46%

+ 79%

Key Trend: PC to Mobile Connection Increasingly ImportantIncreasingly Important

Sep’07 to Jan’08Sep 07 to Jan 0844% growth in transferred from PC

+ 31% carrier music store

+ 31% f i d d f il+ 31% friends and family

K d i f ti it ti th bil d i t th PCKey driver of receptivity: connecting the mobile ad experience to the PC.

Key Trend : News & Information Usage OnDevice Mirrors the Web – Fast, Immediate, & On the Go& On the Go…

Over indexing for use of

Information Browsers

Over indexing for use of non-voice services by younger demos & key

Browser access subgenre: news/infoProjected

Subs Reach %

Accessed women's magazine content 2,012,545 0.9%Accessed men's magazine content 2,065,240 0.9%Accessed health information 2,349,815 1.0% y g y

ethnicitiesSimilar brands driving

Accessed horoscopes 3,414,990 1.5%Accessed dating service 3,704,040 1.6%Accessed comics or humor 3,737,848 1.7%Accessed shopping guides 4,280,581 1.9%Accessed travel service 4,601,077 2.0%Traded stocks or accessed financial account 5,674,411 2.5%

usageCrackonomics of usage prevails

Accessed traffic reports 5,902,601 2.6%Accessed business directories 6,764,994 3.0%Accessed restaurant information 6,932,568 3.1%Accessed stock quotes or financial news 8,191,029 3.6%Accessed movie information 8,879,724 3.9%Accessed maps 10,742,362 4.8% prevails

Many top subgenres are location sensitive

Accessed entertainment news 11,074,141 4.9%Accessed sports information 12,821,774 5.7%Accessed news 14,735,893 6.5%Accessed weather 15,924,989 7.0%Accessed web search 16,123,339 7.1%Any news or info 33,542,805 14.8%y , ,

Source: M:Metrics MobiLens survey, 3 mo average ending May 2008, n=33,237


Diverse, Multi-Modal Usage the Rule not the Exception…p

Browsed (14.8%) Via SMS (9%) Via Downloadable (5%)

Projected Subs Reach % Projected S b Reach % Projected Subs Reach %

Browser access subgenre: news/infoProjected Subs Reach % Subs Reach % Projected Subs Reach %

Accessed travel service 4,601,077 2.0% 2,112,222 0.9% 1,092,265 0.5%

Accessed traffic reports 5,902,601 2.6% 2,737,396 1.2% 2,264,998 1.0%

Accessed restaurant information 6,932,568 3.1% 2,825,409 1.3% 2,102,938 0.9%

Accessed movie information 8,879,724 3.9% 3,854,483 1.7% 1,617,483 0.7%

Accessed maps 10,742,362 4.8% 3,916,290 1.7% 4,461,804 2.0%

A d th 15 924 989 7 0% 5 380 959 2 4% 3 662 433 1 6%Accessed weather 15,924,989 7.0% 5,380,959 2.4% 3,662,433 1.6%

Accessed web search 16,123,339 7.1% 3,669,158 1.6% 1,819,304 0.8%

Source: M:Metrics MobiLens survey, 3 mo average ending May 2008, n=33,237


Agenda


The 4 Laws of Mobile Phone Adoption

Voice Is NOT the Killer AppPricing Impacts Adoption

iPhone vs BlackberryiPhone vs. BlackberryDevices Impact Usage

Better devices = more usageBandwidth Increases Consumption

Consumers want to drink from the hose


Strong Adoption of Unlimited Data Plans

35%

Smartphones Build an Audience: 7% & Growingg

6.25% Penetration

>3X Video>3X Video >4X Music>4X Browsing>4X Social networking4X Social networking

Impressive 3G Growth Continues

3X Video~3X Video >2X Music1.5X Browsing1.4X Social networking1.4X Social networking

iPhone Lives Up to Hype


Agenda


Mobile Advertising: Where On the Hype Curve AreMobile Advertising: Where On the Hype Curve Are We?

Overall Mobile Marketing Opportunity by the Numbers: M P iti Si E

Consensus forecast of 16 billion globally by 2011Averages all up

Many Positive Signs Emerge

Averages all upAverage mobile marketing budgets UP (100% YOY)Average advertiser churn DOWN (50% ’07 vs.. 30% 08)Number & Diversity of Mobile Advertisers UPAverage spend per campaign UP ($60 -$100k)Drive towards standards has made headway ….

Overall Mobile Marketing Opportunity by the Numbers: No clear consensus on what consumers will/ will not tolerateNo definitive studies in the space around

consumer acceptance of ads nor of theUsage: No consensus on what key device features

needed for mobile to be a dependable advertising platform

A Market Place Still Largely Defined By Its Inhibitors

consumer acceptance of ads, nor of theeffectiveness of mobile as a platform relative toother mediums

Concerns around l/t decreasing effectiveness of mobile advertising

needed for mobile to be a dependable advertising platformUser Interface: Proliferation of different designs of

handheld Interface, buttons, & keypads complicateAdvertising

These variables multiply complexity & cost when itcomes to advertising on mobile devices

PlatformIssues

comes to advertising on mobile devices

Various camps seeing the handset admodel very differently, specifically

Consumer Response Issues

Deal Structures NOT standardImpact /effectiveness of campaignsNOT measurable enough Time to market NOT quick enough NOT enough Standards

As A Branding Tool: Perceived value inaggregating a quality audience foradvertisers, model/ value proposition similar to magazinesAs A Direct Repose Tool: Perceived

Ad Model Marketplace

On-Deck vs... Off-DeckCarrier Lack of Flexibility (perceived)

pvalue as a tool to drive contextual, often location based activitiesAs a Marketing Tool: Perceived value is the phone as an extension of other mediums, place to finish conversations

Issues Issuesstarted elsewhereFormat Wars: Banner vs. SMS vs. Video

Overall Mobile Marketing Opportunity by the Numbers: 5 K R i t F Eff ti M bil Ad ti i

It must lend self to targeting

5 Key Requirements For Effective Mobil Advertising

“Permission-based” advertising gains highest top-2 box response rating while “relevance” rated surprisingly low.

It must accommodate a wide range of marketing activities andIt must accommodate a wide range of marketing activities and pricing / inventory modelsIt must allow for optimization & management of campaignsIt must provide clear , concise and actionable reportingMust provide value back to consumers

M t d t t d ti i i h f b idi d h iMost respondents open to advertising in exchange for subsidized phone services.

Mobile Web Drawing Diverse Advertisers

Advertiser by Sector, Oct. '07

2.2%

1.6%

1.4%

Specialized Consumer Services

Consumer Electronics

IT Equipment

2 8%

2.4%

2.3%

Systems Software

Diversified Banks

Automobile Manufacturers

6.2%

5.3%

2.8%

Broadcasting & Cable TV

Communications Equipment

Systems Software

13.5%

11.5%

10.8%

Internet Retail

Wireless TelecommunicationServices

Application Software

29.4%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

Content Provider

Share of 67,021 Ad Instances

So In SummarySo In Summary

The cellphone is a unique platform for both consumers & k tmarketers

Evolution can be goodP l bil t t i l b t t i di tPopular mobile content mirrors popular web content: immediate, necessary, & on-the-go

Smarter phones & faster networks drive uptake of servicesSmarter phones & faster networks drive uptake of services

Marketers must give value back to consumers to realize the full potential of the mobile advertising opportunityp g pp y

Questions?

Evan NeufeldSenior AnalystSenior [email protected]

Methodological Notes

MobiLens DataThe M:Metrics US, UK, Germany, France, Spain, and Italy panels are nationally representative samples of mobile subscribers age 13

and older. Survey fieldwork is conducted monthly, collecting responses from approximately 35,000 mobile subscribers across these six countries in each wave New independent samples are drawn each month to permit the continual tracking and trending ofsix countries in each wave. New, independent samples are drawn each month to permit the continual tracking and trending of changes in mobile market behaviors.

The M:Metrics survey has been carefully constructed to take advantage of M:Metrics’ proprietary device, operator service, and content databases. Intelligence has been built into the survey questionnaire allowing respondents to indicate handset models with anextremely high degree of accuracy. It also ensures that respondents are subsequently exposed to an appropriate series of questions related to the use of their specific mobile devices.

Each month’s sample is separately balanced to accurately reflect the total universe of mobile subscribers. Respondent samples are balanced relative to each country’s Census-based demographic profiles for persons age 13 and older as well as to operator network ba a ced e at e to eac cou t y s Ce sus based de og ap c p o es o pe so s age 3 a d o de as e as to ope ato et omarket shares based on each operator's quarterly reports to ensure appropriate representation of each country’s mobile market. The data are projected to the total universe of subscribers using estimates of total active mobile phone subscribers derived each quarter from M:Metrics’ review and analysis of network operators’ quarterly reports.

N tNotes:Data reflects individual users, as opposed to subscription lines or accounts.Survey respondents who use more than one mobile handset are asked to identify and base their responses upon their activity on the

primary handset.Time periods are as indicated on each page. Three-month averages reflect monthly usage on a three-month moving average.p p g g y g g g3 Month Average Ending January 2007 n= 30,567 Mobile Phone Users, US3 Month Average Ending January 2008 n= 31,389 Mobile Phone Users, US


Subsidization : Where To Play the Ad Card in Mobile?

Source: M:Metrics MobiLens survey, 3 mo average ending December 30 2007, n=33,237y g g

SMS Advertising Shows Results

Texting proving an effective vehicle for ads and ad response13% of people receiving text ads responded5% f l i i t t d b ht (40% f d )5% of people receiving text ads bought (40% of responders)

9% of text users sent text in response to ad15% of those responders bought15% of those responders bought

Source: M:Metrics MobiLens survey, 3 mo average ending December 30 2007, n=33,237

Mobile Music Audience Up 36% in 5 Months

26% listening almost every day

Documents

The Mobile Media AuthorityThe Mobile Media Authority · 2019-05-14 · Direct behavioral measurement of the most active mobile media consumers. Comprehensive market intelligence to