Day1 research stream_1515_europe_mobile_advertising_market

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2 gostaram•259 visualizações

Saatchi & Saatchi

Educação Negócios Tecnologia

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Mobile media: consumer insights
across Europe

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1995
Internet media was born

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2011
What’s going on around mobile?

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mobile eligible as a mass media

TV Personal Internet Mobile
households computers users subscribers

1.5B 0.9B 1.3B 5.1B

Source : BBDO, Orange, Yankee group

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people love their mobiles

2x as many people would keep their mobile over TV

78% of people have their mobiles on at all the times

68 min – average time to report a lost mobile
(vs 26 hours for a wallet)

Source : BBDO

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IAB Europe mobile committee

market education
market insights
measurement guidelines
Ludovic Levy
case studies Chairman of mobile committee
Director of mobile advertising, Orange FT
networking Group

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collective personal

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interactive

anonymous personal

static

beyond its own attributes, mobile makes all media interactive

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# pixels Value

2000 K

800 K

400K

intrusiveness

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Mobile consumer insights

reach, usages, activities
multiple sources
local legitimacy

MobiLens™

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Across19 European
countries

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INSIGHTS
Mobile ownership
Mobile internet penetration
Mobile media activities
Mobile advertising
Mobile commerce

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Mobile ownership in Europe
MAP

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3 groups of mobile internet markets*

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* reach on mobile population usage over last week

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Mobile media usage in Turkey

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W

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Activities on mobile media

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Media meshing

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ds

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Mobile advertising: relevant for consumption

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M-commerce
MAP
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THANK YOU

Bruce Hoang, group marketing director, orange advertising

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Day1 research stream_1515_europe_mobile_advertising_market

1. dK'd,Z KZsZ KE/E dZ /d/KE D/ Mobile media: consumer insights across Europe

2. dK'd,Z KZsZ KE/E dZ /d/KE D/ 1995 Internet media was born

3. dK'd,Z KZsZ KE/E dZ /d/KE D/ 2011 What’s going on around mobile?

4. dK'd,Z KZsZ KE/E dZ /d/KE D/ mobile eligible as a mass media TV Personal Internet Mobile households computers users subscribers 1.5B 0.9B 1.3B 5.1B Source : BBDO, Orange, Yankee group

5. dK'd,Z KZsZ KE/E dZ /d/KE D/ people love their mobiles 2x as many people would keep their mobile over TV 78% of people have their mobiles on at all the times 68 min – average time to report a lost mobile (vs 26 hours for a wallet) Source : BBDO

6. dK'd,Z KZsZ KE/E dZ /d/KE D/ IAB Europe mobile committee market education market insights measurement guidelines Ludovic Levy case studies Chairman of mobile committee Director of mobile advertising, Orange FT networking Group

7. dK'd,Z KZsZ KE/E dZ /d/KE D/ collective personal

8. dK'd,Z KZsZ KE/E dZ /d/KE D/ interactive anonymous personal static beyond its own attributes, mobile makes all media interactive

9. dK'd,Z KZsZ KE/E dZ /d/KE D/ # pixels Value 2000 K 800 K 400K intrusiveness

10. dK'd,Z KZsZ KE/E dZ /d/KE D/ Mobile consumer insights reach, usages, activities multiple sources local legitimacy MobiLens™

11. dK'd,Z KZsZ KE/E dZ /d/KE D/ Across19 European countries

12. dK'd,Z KZsZ KE/E dZ /d/KE D/ INSIGHTS Mobile ownership Mobile internet penetration Mobile media activities Mobile advertising Mobile commerce

13. dK'd,Z KZsZ KE/E dZ /d/KE D/ Mobile ownership in Europe MAP • • d ' , , Z Z / ^

14. dK'd,Z KZsZ KE/E dZ /d/KE D/ 3 groups of mobile internet markets* • D Z ^ • E h ' • ^ / d W ^ * reach on mobile population usage over last week

15. dK'd,Z KZsZ KE/E dZ /d/KE D/ Mobile media usage in Turkey • • W / • d W

16. dK'd,Z KZsZ KE/E dZ /d/KE D/ Activities on mobile media • • / • ^ Z

17. dK'd,Z KZsZ KE/E dZ /d/KE D/ Media meshing • D / • t / ds

18. dK'd,Z KZsZ KE/E dZ /d/KE D/ Mobile advertising: relevant for consumption • D , Z • / d W • / ^D^ / ^

19. dK'd,Z KZsZ KE/E dZ /d/KE D/ M-commerce MAP • W D W • ^ ' h ' / ' / , / • D ^

20. dK'd,Z KZsZ KE/E dZ /d/KE D/ THANK YOU Bruce Hoang, group marketing director, orange advertising

Day1 research stream_1515_europe_mobile_advertising_market

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