The Practical Guide to Mobile Advertising Beirut International Franchise Forum Panel 3: E-commerce & Mobile Shopping; The Future Shopping Reality Fayez Abu Awad Vice President, Middle East & Africa Airpush THE WORLD STAGE OF MOBILE ADVERTISING NOKIA ADVERTISING BUSINESS UNIT THE WORLD STAGE OF MOBILE ADVERTISING GLOBAL VIEW ON TELECOM AND MOBILE ADS 5.9 billion mobile subscribers (87% of the world population) $ 14.8 Billion is the expected spend on Mobile Ads in the US in 2016 $28.6 Billion is the expected spend on Mobile Ads Globally in year 2016 $17.5 billion (mobile apps marketplace by 2012) A CLOSER LOOK AT MENA 250 million mobile subscriber in Middle East by million mobile internet consumers in MENA (45% of internet users) 104% (CAGR) is the growth in Mobile Data Traffic in the region $44 million (mobile display ad spend in ME & Africa by 2012) NOMENCLATURE - JARGON In app vs. Out of app advertising Ad network Blind ad network Push advertising Impression Click Click Through Rate CTR Conversion MYTHS OR REALITIES Click through rate is low but that is normal Ads in mobile apps work Mobile is only for rich countries BENEFITS TO FRANCHISEES Business planning Stage: Mobile surveys, quick efficient and biased (but it is a good bias) Launch Be found Be heard Be seen Grow Drive footfall ( 2 way communication) RECIPE FOR SUCCESS IN MOBILE MARKETING Test Track Measure Invest Integrate Fayez Abu Awad The Mobile Advertising Guy