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Somo Agency Presentation - social media advertising
1. Mobile Social Advertising
Carl Uminski – Founder & COO
September 2010
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2. What I’m going to talk about
The Mobile Market
Mobile Social Networking
Mobile Social Advertising
Future thoughts
Flirtomatic Case Study
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4. The UK mobile market is growing
• Mobile advertising was worth £37.6m in 2009, up 32.2% year on year forecast to
reach £285M in 2014 ** **
• 15.4m mobile media users, 47% access daily, 81% access once per week**
• 9 out of 10 mobile media users access mobile media at home**
• 44% of young people are now accessing social nets from their mobiles**
• Against TV, PC, Radio and print, mobile was found to be the most accessed media
channel from noon to 6pm.*
• By 2013 mobile phones will overtake PC’s as the most common web accessed device
worldwide****
Source: *Orange 2009 / **IAB 2009/10. ***M:Metrics UK April 2009, ****Gartner 2009,
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5. The iPhone & iTouch has driven this growth
50+ M iPhone and iPod Touch users Globally, 100+M end 2010
~6M iPhone & iPod Touch users in the UK
230,000+ applications in the app store
75% iPhone users over 25
57% Male / 43% Female
78% iTouch users under 24
50% of iPhone users earn over £45k per annum
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6. Android is now a serious platform driving growth
Android platform growing faster than iOS
200,000 devices sold daily in July 2010
70,000+ apps on Android
End ‘10 est. 100M devices
Est.1M UK Devices
3 out 4 users Male
Android applications have a growing audience and potential.
iOS isn’t the only platform which has merit
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8. There are many mobile social networks worldwide
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9. Significant usage with a continuous growth
25,137
65.20% Jan-09
Jan-10
12,388
11,874
11,439
32% 30%
23% 21%
14%
4,700
1,051
Sent Text Used Used Played Accessed Listened to
Messages Browser Download Games Social Music
Apps Network or
Blog
More people use social networks on mobile than listen to music
Number of Mobile Subscribers (000’s) Accessing Facebook, MySpace
% Share of Mobile Subscribers
& Twitter via Mobile Browser 3-month average ending Jan 2010 vs.
3-month average ending May 2010 . Total US Age 13+.
Jan 2009. Total US Age 13+.
Source: comScore MobiLens
Source: comScore MobiLens
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10. People spend more time on mobile social nets than the web
Social media dominates mobile usage
Source: comScore GSMA MMM; comScore Media Metrix, December 2009
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11. And the users are not to be assumed as teenage boys!
Skew towards females & 25 -54 Age group
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13. A 3 tier approach for advertising
• Sponsorship REACH • Search
• Events • Google
• Applications • Ad networks • Yahoo!
• Mobile Sites • Admob
• Etc... • inMobi
• Adfonic
• Etc....
FOCUS RESULTS
Social networks needs brand awareness and reach meeting CPA targets
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14. Targeting options offered for and by social networks
Handset Geography Traffic
• Make /Model •Territories • Wi-Fi
• Operating System • Cities (Wi-Fi only) • Specific Operators
• Manufacturer
• Capabilities
Demographics Channel
• Age • Downloads
• Gender • Communities
• Interests • Entertainment
• Sports, News, Info
• Portal
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15. A large number of creative options
Response Brand Sponsorship
Search
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16. The immediacy of mobile offers a huge location opportunity
THE FUTURE
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17. Foursquare offers are now mobile
Reward Loyal Customers & Drive Engagement Through Competition
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18. The immediacy of mobile allows for real time advertising
Leverage the open data which Twitter gives you
• Promoted Tweets still in web only beta
• Use Twitter to listen & engage with mobile customers
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19. Social Media & Advertising
Flirtomatic Success Story
Presented by: Matthew Dicks
CMO
20. Intro to Flirto
• Flirtomatic has pioneered mobile flirting and monetising mobile
users
• Conversations with added fun through great content
• Over 3 million global mobile users
• Revenues over £10 per month per spending customer
• From UK base and now growing internationally
• Over 300 million UK wap impressions per month
• Recognition from industry with numerous awards 2008, 2009, 2010
24. Advertising
• 300m UK page impressions across all platforms
• CTR on WAP currently averages at 1%
• Ad sites on all pages
• Targeting
25. Beyond the norm...
• Adfunding value added services
• Reward based advertising
– Affiliate and cost per acquisition deals
– iPhone, Android and web
– Earn virtual currency
– £=
– Partners include O2, Sky and Microsoft (Bing)
26. Case study: Strongbow
Objectives
• Target over-18s
• Brand awareness
• Free pints to give away
• Interaction
• Drive traffic to client WAP site
• Use mobile couponing as main
redemption tool
27. Case study: Strongbow
Solution
• A Strongbow profile sent
branded Flirtograms to
users’ to create initial
awareness.
• Users sent back 70
Supersnogs, 929 gifts,
5000+ Flirtograms and
rated it 338 times (treated
it like another flirter!)...
• Interactive campaign was
also promoted by SMS and
banners across site...
• ...and a “Shout me a Pint”
link on every profile...
28. Results
Case study: Strongbow
385,000 10% CTR Redeem
free to client In a
animated WAP, participating
pints were collecting pub...
sent CRM and
delivering
coupons
31. A full service mobile advertising agency
MOBILE WEB SITES
STRATEGIC
CONSULTANCY APPLICATIONS
BRAND
TRANSITION CREATIVE
THANK YOU
YIELD MANAGEMENT
CAMPAIGN
PLANNING & MEASUREMENT
BUYING OPTIMISATION
DELIVER ROI
andrew@somoagency.com
+44 (0)7974 151 868
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