This document summarizes the results of a study on mobile marketing spending in Spain conducted in 2009. Some key findings include: - Mobile marketing spending in Spain was estimated to be €32.3 million in 2009, a 13.3% increase from 2008. - Internet mobile advertising represented the largest share of spending at €11.64 million, followed by applications and advergaming at €9.06 million. - Media buying accounted for 39% of total mobile marketing investment, while technology/production represented 25% and creativity 18%. - The automotive, transportation, and beauty industries invested the most in mobile marketing. - Contents and applications were seen as having the highest future potential due to advertiser interest

1. 2nd Study on Mobile Marketing Spending
in Spain
November 2009
Sponsored by

2. Index Objectives and Methodology
Marketing Mobile Scope
Marketing Mobile Spending
• Worldwide spending
• Adex in Spain
• Spain spending 2007-2009e
• Spain spending evolution estimations :2009e – 2012e
• Spending by typologies
› Mobile Internet
› Applications and Advergaming
› Messengers
• Spain by Concept: Creativity/ Technology/ Media Buying
• Spending by sectors
• Spending by type of portal
Future Trends
• Actual develop areas
• Technology
• Formats with more future
• More asked formats
• Marketing and communication issues
2

3. Index
Objectives and methodology
Marketing Mobile Scope
Marketing Mobile Spending
Future Trends
3

4. 2nd Study on Marketing Mobile Spending: Objectives
This second wave of the study on marketing mobile spending in Spain covers the next objectives:
• To quantify the investment on marketing and mobile advertising.
• To analyze and to spread the sector economic relevance.
In order to achieve that, a methodology based on the collaboration with other MMA associated
companies have been accomplished. They have expressed their point of view about the sector
throughout the following surveys.
atuve
uantitvey
Q ur This survey aims to get information about done and/or received investment
S
tative It allows us to have a knowledge about challenges, forecast and point of view about
Quali vey marketing mobile in Spain.
Sur
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5. Participant enterprises on 2009 Study
Surveys have been collected during July to October 2009.
In this edition, 21 associated companies have taken part in
the study. They represent the different typologies that MMA
represents.
• Mobile phone operators
• Interactive agencies.
• Technology and contents creators.
• Marketers
% of participant companies typology according to their
declaration on surveys.
Mass media marketer
11%7% Techonolgy
32% Contents providers
32%
18% Agencies
Mobile phones operators
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6. Index
Objectives and methodology
Marketing Mobile Scope
Marketing Mobile Spending
Future Trends
6

7. Mobile Marketing definition
Mobile Marketing is a set of practices that enables organizations to
communicate and engage with their audience in an interactive and
relevant manner through any mobile device or network
What does marketing mobile contain?
Mobile Marketing
Contents and
Mobile advertising Cuponning Proximity Voice Messenger
applications
Display Bluetooth SMS Applications
Geomarketing
Search MMS Advergaming
(LBS)
Fuente: MMA
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8. Index
Objectives and methodology
Marketing Mobile Scope
Marketing Mobile Spending
Future Trends
8

9. World Marketing Mobile investment
Evolution
Marketing Mobile will represent a global market near 7.500 million dollars.on 2011.
Marketing mobile investment in the whole world (2007-.2012e)(Million Dollars)
16
14
12
10
8
6
4
2
0
2007 2008 2009 2010 2011 2012
Marketing investment in the world
Source: Gartner September 2009
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10. Investment in advertising in Spain
Forecasting 2009
Different forecastings reflect a serious crisis on advertising market in Spain
The only growth media is the interactive one.
Forecasting % variation on advertising investment
6,6 6,7
2,7 2,9 Total
advertising
Tv
The Internet
-19,2 -20,6
-24,8 -24,6 Mobiles
-29,2 -30,1
Infoadex 1st Half 09 Arce I2p 2009e Zenith Vigia 2009e
Source: Infoadex june 2009, Arce Media September 2009, Zenith Media October 2009
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11. Investment in Marketing Mobile in Spain.
Evolution
Despite the crisis on advertising market, activity during 2009 will exceed 32 million (€), with a 13,3% growth versus
2008 for all marketing mobiles activities.
Evolution of Marketing mobile in Spain
+13,3%
+89%
32,3
28,6
15,1
2007 2008 2009e
Marketing mobile investment in Spain
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment 11

12. Investment in Marketing Mobile in Spain.
Evolution
Forecasting with average growth of 40% is optimistic. This forecasting is more prudent than Gartner estimations.
Marketing mobile investment evolution.
CAGR 2009 - 2012:
40%
+48%
+51%
105,7
+47%
+13,3% 71,4
+89% 47,4
28,6 32,3
15,1
2007 2008 2009e 2010e 2011e 2012e
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment 12

13. Investment in Marketing Mobile in Spain.
Evolution
The Forecasting of investment increases is optimistic, however it is more moderate than on 2008 MMA Study.
Estimated Investment for 2009, is more realistic, because the interactive media are the only one that will grow.
Evolution of investment increases (%) on marketing Mobile. Forecast. 2009 vs 2008.
2009 study
Great expectatives fall down. 2008 study
98,0%
89,0%
85,0%
46,5% 50,7%
13,3%
2009e 2010e 2011e
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment 13

14. Investment in Marketing Mobile in Spain
Investment by typology
In 2009 Marketing and Mobile advertising will be a 32,3 million (€) market in Spain.
New investment on Social networks represents a volume of nearly 1 million (€).
Evolution of Marketing mobile investment by typology in Spain ( 2007-2009e) (million €)
11,64
9,06
2007
5,82 2008
2009e
3,56
1,29 0,97
Applications Proximity Messenger Internet mobile Voice Social networks
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
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15. Investment in Marketing Mobile in Spain
Investment by typology
Internet Mobile is still the most important activity in terms of volume. However, other typologies as Applications
and Advergamings are increasingly important thanks to the new terminals.
Evolution of investment in marketing mobile by typologies in Spain (2007-2009e)
3% Social Networks
4%
22%
33% Voice
13% 36%
12% Internet Mobile
29% 18% Messenger
32%
11%
Proximity
36%
23% 28% Applications
2007 2008 2009e
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
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16. Investment in Marketing Mobile in Spain
Investment by typology: Internet Mobile
Internet Mobile is one of the main lever for marketing mobile with an investment of 11,6 million (€) for 2009.
Most part of this investment is directed to the buy of banners (it represents the 74% of total investment on
Media).
The 6% is invested in Search.
Evolution % investment * Evolution Investment* (millions €) % Investment per Concept % Investment per action type
36%
33% 11,64
9,52 8%
18% Search 6
22%
74% 94
3,39
Display
Media buying
Techonolgy
Creativity
2007 2008 2009e 2007 2008 2009e
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
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17. Investment in Marketing Mobile in Spain
Investment by typology: Internet Mobile
Applications and Advergamings show a growing evolution, becoming on 2009 the second investment typology.
More than 9 million (€) are mostly invested in technology, due to it relevance on development. Creativity is
important too.
Evolution investment*(%) Evolución Investment* ( millions €) % Investment per Concept
36% 9,06
28%
6,53
23% media buying
5,38 23% 5%
technology
72%
creativity
2007 2008 2009e 2007 2008 2009e
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
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18. Investment in Marketing Mobile in Spain
Investment by typology: Internet Mobile
Messenger is making up positions in 2009, reaching 18% of total investment.
About 6 millions (€) are spared evenly on media and technology. Creativity relevance is not very high.
SMS are still the most used
Evolution % investment* Evolution investment* million € % Investment by concept % Investement by type od action
18%
5,82
5%
13% mms 19%
12% 50%
45%
3,44
1,92 sms 81%
Compra de Medios
Tecnología
creatividad
2007 2008 2009e 2007 2008 2009e
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
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19. Investment in Marketing Mobile in Spain
Investment by concept
Media buying represents 12,5 millions (€) in 2009, it reflects 39% of total investment.
% Investment by concept 2009 Investment by Concept 2009 (Total Mobile Marketing)
8 5 5 14.860
15
25 23
18 12.580
45
60
46
75
65 72
74
50 35 4.842
39
15
10 5 5
Internet Messenger LBS Applications Social Voice total
mobile networks
Media buying Techonoly/production Creativity Investment (millions €)
Source: Quantitative and qualitative survey MMA. Spain. 2009
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20. Investment in Marketing Mobile in Spain
Investment by sectors %
Automotive and Travel are the most active sectors during this year.
In consumer goods sector, Beauty industry highlights achieving the 9%
% of investment* in Mobile Marketing per sector.
16%
13%
9%
8%
7% 7%
5% 5%
4% 4%
2% 2% 2%
1% 1%
Automotive
Beauty
Beverages
Energy
Equipments
Services
Transports and
Distribution and
Finance
Culture
Leasure time and
Health
Cleaning
Foods
Telecommunications
restoration
travelling
sports
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
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21. Investment in Marketing Mobile in Spain
Investment by sectors millions (€)
Seven main sectors group 58% of total investment, representing more than 2 millions € each.
Mobile Marketing investment by sector million €
5.223
4.232
2.932 2.656
2.227 2.186
1.576 1.528 1.301 1.164
767 650 502 275 164
Leasure time and
Telecommunications
Transports and
Distribution and
Beverages
Equipments
Cleaning
Beauty
Energy
Automotive
Finance
Culture
Food
Health
Services
restoration
travelling
sports
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
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22. Investment in Marketing Mobile in Spain
Investment by type of portal
Forecasting states that investment in Off portals is increasing.
Investment* in off and on portals(%)
22
33
50
78
67
50
2009e 2010e 2011e
on portal off portal
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
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23. Index
Objectives and methodology
Marketing Mobile Scope
Marketing Mobile Spending
Future Trends
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24. Sector Development
Current development areas
The main development areas mentioned by associated are in
relation with the economic revitalization of the sector:
• Real flat fees: for offering value added to the user, as tv on
mobile telephones or in the internet.
• More capacity for the users to obtain real time
information.
• LBS systems will mean more value for the user.
• Innovation throughout formats and creativity. Applications
and adapted contents are essential for development.
• Advertisers would have to have higher knowledge and
channel will have to be integreated on communications
strategies.
• Permission Marketing databases.
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25. Future trends
Technological dependence
Tariffs and terminals are essential on sector development, however, contents development area provides a closer
look at business.
How does tech dependence affect to the development of the following factors?
2,9
High 3
2,6 2,6 2,5
2,4
2,3 2,2
1,9
Medium 2
Low
1
Data flat fees Handset and New Contents Networks The internet standard New operative
terminalas applications development regulation and systems and
development development platforms
development
Source: Quantitative and qualitative survey MMA. Spain. 2009
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26. Future trends
Formats with higher future
Contents and applications are considered the formats with higher future. This is because advertisers have a great
interest on it.
Formats with higher future (% agreement)
22%
20% 20%
16%
10%
6%
4%
Contents and Internet Mobile Messenger (SMS, Display Bluetooth and Cupponing Voice
applications (inc. advertising MMS) LBS
Advergaming and (search) (geomarketing)
widgets)
Source: Quantitative and qualitative survey MMA. Spain. 2009
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27. Future trends
Formats with higher future: Reasons
Contents and applications “Essential on new ways of advertising”
Including advergaming y widgets “Differentiator
22% “specific target”
1st position
“Operators are betting for widgets”
“The most important thing at campaigns”
20% Mobile internet(search) “Google Search model”
2nd position “User has an increasingly need to look for information
wherever he/she is”
“mature market, low price”
Messenger (sms and mms) “advertisers are familiar with it”
20% “powerful with interactivity”
3er position
“SMS will live for longer”
“coverage, immediacy and familiar media”
Source: Quantitative and qualitative survey MMA. Spain. 2009
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28. Future trends
Formats with higher future: Reasons
16%. Mobile internet(display) “internet and mobile are like brothers”
4ºth position “surfing in the internet capacity and flat fees”
10% Proximity (bluetooth and LBS) “LBS: direct utility for the user.”
5th position “Relevance and capacity for segmentation”
“but… not very massive and kind of intrusive”
6% Cuponning
6th position “Measuring capacity”
4% Voice “it does not depends on downloading”
7th position “it is simple and it interacts with other services”
Source: Quantitative and qualitative survey MMA. Spain. 2009
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29. Future trends
Services with greater demand
The ability to surf the internet will mean a higher use of applications, downloads and social networks at real time.
What services do you think are going to be more accepted and demanded by mobile users?
2,94
High 3 2,72
2,56 2,56
2,44 2,39 2,39 2,33
2,11
Medium
2
1,67
Low
1
Internet Messenger social Search Applications video widgets Cuponning LBS 2d
mobile networks engines and
advergaming
Source: Quantitative and qualitative survey MMA. Spain. 2009
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30. Future trends
Marketing and communication elements
It is vital the direct approach to customer, supported by economic results and analysis that confirm its efficiency.
What variable do you thing is more helpful for enhancing mobile marketing services?
Very useful 5
4,2 4,1
Quite useful 3,7 3,6
4
3,4
3,1 3,0
Indifferent
3
Few
2
Not useful
1
Visits of Studies The internet mobile marketing Fairs Events Advertising on
commercials association mass media
Source: Quantitative and qualitative survey MMA. Spain. 2009
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