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8/3/2019 Marketer Perceptions of Mobile Advertising Ovum Report Final
http://slidepdf.com/reader/full/marketer-perceptions-of-mobile-advertising-ovum-report-final 1/41
1
OVUM CONSULTING
MARK ETER PERCEPTIONS OF
MOBILE ADVERTISING
An Ovum st udy for the IAB
Eden Zol ler , Pr incipa l Analyst
Mark Ol iver, Senior Consul t ant
Publicat ion dat e: Ju ly 2011
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TABL E OF CONTENTS
Table of Contents 2
Executive Summary 5
IAB AND OVUM REVEAL THE INSIDE TRACK ON MOBILE ADVERTISING IN THE US 5
MARKETERS IN TUNE WITH BENEFITS OF MOBILE ADVERTISING 5
BUT THERE IS STILL WORK TO BE DONE 5
KEY MESSAGES 6
BACKGROUND TO THE SURVEY 8
Marketer perceptions of mobile advertising 10
THE BENEFITS OF MOBILE ADVERTISING ARE WELL UNDERSTOOD BY MARKETERS 10
INCREASING BRAND AWARENESS IS A TOP OBJECTIVE FOR MOBILE ADVERTISING 11
MOBILE ADVERTISING OBJECTIVES VARY ACROSS VERTICALS 11
SATISFACTION WITH MOBILE ADVERTISING IS REASONABLE BUT COULD BE HIGHER 12
PERCEIVED CHALLENGES 13
Mobile Advertising Strategy and Spend 16
STRATEGIC APPROACHES TO MOBILE ADVERTISING 16
MOBILE ADVERTISING SPEND 20
Mobile advertising inventory and devices 27
MOBILE INVENTORY 27
MOBILE DEVICES 27
Agency relationships 33
MEDIA BUYING AGENCIES 33
About Ovum 38
OVUM AT A GLANCE 38
DISCLAIMER 41
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TAB LE OF FIGURES
Figure 1: Company split by vertical market across the sample 9
Figure 2: Company split by revenue size across the sample 9
Figure 3: The key benefits of mobile advertising from a brand/buyer perspective 1 0
Figure 4: Key objectives of mobile advertising activity 1 1
Figure 5: Key objectives of mobile advertising activity by vertical 1 2
Figure 6: Satisfaction levels with the outcome of mobile advertising activity 1 3
Figure 7: Views on the challenges facing mobile advertising 1 4
Figure 8: Selected views on consumer privacy and mobile advertising 1 5
Figure 9: Use of different types of mobile inventory across the sample 1 6
Figure 10: Mobile advertising strategy adoption by vertical market 1 8
Figure 11: Size of business (revenues) and mobile advertising strategy 1 9
Figure 12: The relationship between geographic focus and mobile strategy 2 0
Figure 13: Mobile advertising budget allocation 2 1
Figure 14: Mobile advertising budget allocation – last two years 2 2
Figure 15: Mobile advertising budget – the next two years 2 3
Figure 16: Budget allocation by company size 2 4
Figure 17: Budget allocation and mobile advertising strategy 2 5
Figure 18: Factors that would help increase spend still further – selected views 2 6
Figure 19: Use of different types of mobile inventory across the sample 2 7
Figure 20: Use of different types of mobile devices cross the sample 2 8
Figure 21: Importance of different device types over the next two years 2 9
Figure 22: Smartphone shipments in North America 3 0
Figure 23: Smartphone and feature phone high priority ranking across verticals 3 1
Figure 24: Interest in device form factors and features 3 2
Figure 25: Use of media buying agencies for mobile advertising across verticals 3 3
Figure 26: Satisfaction levels with media buying agencies for mobile advertising 3 4
Figure 27: Use of creative agencies for mobile advertising across verticals 3 5
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Figure 28: Satisfaction creative agencies for mobile advertising 3 6
Figure 29: Use of media buying agencies for mobile advertising across verticals 3 7
Figure 30: Summary of Ovum services 3 8
Figure 31: Cross section of Ovum consulting clients 3 9
Figure 32: Ovum Consumer Practice 2011 research plan 4 0
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EXECUTIVE SUMM ARY
IAB A ND OVUM REVEAL TH E INSIDE TRACK ON MOBIL E ADVERTISING IN TH E
US
Ovum has conduc ted a g round b r eak ing su rvey am ong m arke te rs a t 300 US compan ies to
p rov ide a un ique ins igh t i n to m ob i le adve r t i s ing f r om a buye r pe rspect i ve . The su rvey w as
conduc ted on beha l f o f t h e I AB ’s Mob i le Marke t ing Cen t re o f Excel l ence w i t h t h e a im o f he lp ing
i t s m e m b e r s a n d t h e w i d e r i n d u st r y t o u n d e r s t a n d b et t e r h o w m o b i l e a d v er t i s i n g an d
mark e t ing i s pe rce ived by the bud ge t ho lde rs fo r t hese p roduc ts and se rv i ces . The su rvey on ly
i nvo lved compan ies tha t u se mob i le adve r t i s ing and the resu l t s p resen ted in t h i s repo r t a re pos i t i ve , cha l l eng ing and o f ten su r p r i s ing .
MARK ETERS IN TUN E WITH BENEFITS OF MOBILE ADVERTISING
Mobile as an advertising channel has many appealing elements and what stands out from our survey is
that this is understood and appreciated by marketers, with immediacy (57%), cost effectiveness (54%),
increased engagement (52%) and reach (49%) flagged as top priority benefits by respondents. Mobile
undoubtedly offers huge reach for advertising and in North America alone Ovum estimates there will be
335.44 million connections by the end of 2011 rising to 391.84 million by the end of 2016.
Another attractive aspect of mobile advertising is the potential for high engagement and personalization.
Every mobile device is linked to an individual and is always on hand, meaning that connected devices are
accessible through all the hours of the media day and have great immediacy. Mobile is a communication
channel and as such is highly interactive and is effective in adding interactivity to other media that are
not interactive in themselves. Mobile also presents opportunities for better alignment of the advertising
message with its intended audience.
Marketers in our survey have clearly embraced mobile advertising with 31% of respondents saying it is
part of their digital advertising strategy and fully integrated with other media, while 20% have it as core
albeit not automatically integrated with other media. Fourteen per cent of respondents use mobile on a
more ad hoc basis while 35% are at an earlier phase were they are still experimenting with mobile
advertising, although as our survey revealed this can be on a large scale and involve significant
investment. In fact the budgets being allocated to mobile advertising are in a very healthy state with
28% of respondents saying their companies currently spend $50-$150,000 per annum on mobile
advertising with 7% allocating in excess of $300,000 per annum. Fifty-five percent of respondents are at
the lower end of the budget spectrum spending under $50,000 a year on mobile advertising.
BUT THERE IS STILL WORK T O BE DONE
Mobile advertising is advancing rapidly and many of the issues that slowed progress in early years have
been addressed, for example constraints imposed by network and mobile phone limitations have radically
improved through developments in, respectively, mobile broadband and smartphones. The survey results
confirmed that mobile advertising has made solid progress but we also wanted to find out which areas
were seen by marketers as challenging, which in turn enables us to identify where they require support
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and guidance. The mobile advertising issues of highest concern to marketers are consumer privacy
(40%) device operating system fragmentation (39%) and lack of standardised metrics (31%).
The survey revealed that marketers are in general happy with results achieved by mobile advertising
across a range of key objectives – the majority of respondents were reasonably satisfied with mobile
advertising’s ability to deliver on increased engagement (59%), increased brand awareness (58%),
customer relationship marketing (57% and driving sales (54%). This is positive but we would like to see
performance improved to the point that marketers are completely delighted with the results, an
ambitious goal but one that we are confident the industry can achieve with the IAB’s ongoing support.
K EY M ESSAGES
Mobile advertising spend set to increase
Mobile advertising budgets are currently robust, as noted above, and are set to increase over the next
two years, with 35% of respondents expecting current spend to increase by over 50% during this time.
Thirty-seven per cent of respondents predict their mobile advertising budget will increase by under 50%
while 27% expect it to remain unchanged. The notion that it would decrease barely drew a response.
Budget allocation and mobile advertising strategy
The cross referencing in our sample of their mobile advertising strategies and mobile advertising budget
allocation produced intriguing results. The largest share of companies that are still at an experimental
stage, 40%, are investing less than $50,000 per annum in mobile advertising. And yet another significant
portion of the experimental players are investing at the highest end of our budget bracket of over$300,000 per annum. This is perhaps surprising and we assume the latter group of experimenters
includes some of the larger companies in terms of revenue size.
Increasing brand aw areness a top objective for mobile advertising
Ninety-three percent of respondents said that increasing brand awareness was their most important
objective for mobile advertising to date, followed by support for specific engagements (86%) and
increasing engagement (86%) in second joint place, with driving sales (83% in third place).
Mobile advertising strategy varies by industry
Media and entertainment companies are noticeably ahead of the curve when it comes to adopting the
most advanced mobile advertising strategies with 42% of respondents in this vertical have mobile as coreand fully integrated with other advertising media. This is not surprising as many media and
entertainment companies are at the forefront of using digital media for their own services with all of the
large players in the US being early adopters of mobile.
And by geographic focus
A company’s geographic focus appears to influence its mobile advertising strategy. The survey revealed
that companies with a national focus across the whole of the US have adopted the more advanced mobile
advertising strategies, with 63% of the nationals having mobile fully integrated with other media
campaigns. Conversely, locally focused companies are at the more cautious end of the strategy spectrum
and are either still experimenting or adopting an ad hoc approach to mobile advertising.
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A rich range of inventory is being used for mobi le advertising
The companies in our survey use all types of mobile inventory, which is impressive, but the most popular
types by a long way were branded mobile websites (83%) followed by mobile display advertising (77%).
This is not surprising as both are among the most mature types of mobile inventory. This was followed by
branded applications (59%) and SMS (53%), again both mature types of inventory. Mobile search, video,
MMS and in-application advertising are all used at the same levels (44%) with bar-codes/coupons trailing
slightly behind (42%).
Smartphones are the top priority mobile device for mobile marketers
When we asked the companies in our survey to prioritize the different types of mobile device they
currently used for mobile ad campaigns, smartphones were deemed by far the most important. Sixtypercent of respondents flagged smartphones as high priority and 23% as medium high priority. Usage of
smartphones is expected to increase over the next two years.
With increasing interest in tablets
Marketers are also drawn to tablet devices, with 31% of respondents flagging these as high priority
devices and an equal 31% saying they were of medium high priority. Usage of tablets is likewise
expected to increase over the next two years
But lower end devices are still in the picture
The survey revealed that feature phones are still considered important devices for mobile advertising,
with 22% of respondents saying these as high priority devices and an equal 24% saying they were of medium high priority. Marketers expect feature phone usage to increase over the next two years rather
than flatten out.
Good levels of satisfaction with agency partners
Forty-seven percent of the survey sample currently partner with a media buying agency for mobile
advertising, while 38% use a creative agency for mobile advertising. For those companies that do partner
with media buying agencies, 54% of respondents said they were reasonably satisfied with the ability of
their media buying agency to support their mobile advertising objective while 24% were completely
satisfied. What is even more striking is that those companies that do use creative agencies for mobile
advertising are very happy with the results, with 45% of respondents saying they are reasonably satisfied
while an impressive 40% are completely satisfied.
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BACK GROUND TO TH E SURVEY
Survey objectives
The IAB’s Mobile Marketing Centre of Excellence (MMCoE) wanted to help its members and the wider
industry to understand how mobile advertising and marketing is perceived by the budget holders for
these products and services. The IAB MMCoE also wanted to discover what marketers spending plans are
for mobile advertising and what they think needs to be done to further improve the appeal of this
medium. In response, Ovum conducted a wide ranging but detailed survey of the mobile advertising
market as seen by the buyers, as well as a quantitative and qualitative assessment of the challenges and
opportunities that marketers believe are likely to impact on the continued growth of this channel.
Survey methodology
The survey is based on a quantitative primary research program with 300 US organizations that use
mobile advertising. The sample was organised on the on the following parameters:
• Companies selected from seven distinct verticals: travel, financial services, FMCG, retail, media
and entertainment, hospitality & restaurants and automotive. The split is shown in Figure 1, with
FMCG and travel proving the smallest group as many companies approached were not active in
mobile advertising and therefore not eligible to participate in our survey
• Across three size-of-business bands: revenue less than $100 million per annum, $100m-$500m
pa, $500m-$2,000m pa and greater than $2,000m pa. The revenue split of companies across thesample is shown in Figure 2
• With local, regional and national advertising focus
Interviews were conducted with key marketer decision makers and budget holders, for example EVP of
Marketing, SVP of Marketing and VP of Marketing.
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Figure 1: Company split by vertical market across the sample
Source: Ovum
Figure 2: Company split by revenue size across the sample
Source: Ovum
Travel
7%
Financial
Services
17%
FMCG5%
Retail
19%
Media and
Entertainment
20%
Hospitality and
Restaurants
15%
Automotive
17%
Less Than
$100m
35%
$100m-$500m
30%
$500m-
$2,000m
14%
Greater than
$2,000m
21%
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MARK ETER PERCEPTIONS OF MOBIL E ADVERTISING
THE BENEFITS OF MOBILE ADVERTISING ARE WELL UNDERSTOOD BY
MARKETERS
We wanted to see how marketers perceived the benefits of mobile advertising, and as shown in Figure 3,
respondents clearly understand the advantages and all key parameters score well. The most important
benefits from a brand and buyer’s perspective are immediacy closely followed by cost effectiveness,
engagement and then reach. Mobile’s ability to complement other media is seen as a much lower priority
benefit, which is consistent with the fact that many companies in our survey do not have integrated
mobile advertising with other media. However, we think this is a case of perception and immaturity of
some mobile advertising strategies rather than reality, as mobile is known to be highly complementary
channel. Mobile is adept at adding interactivity to other media that are not interactive in themselves; for
example, SMS short codes in adverts on billboards, television and newspaper invite people to
communicate with a brand and create a dialogue.
Figure 3: The key benefits of mobile advertising from a brand/ buyer perspective
Source: Ovum
5 5 62
9 7 7 713
17 17 16
10
14 1914
21
28
2624
29
30
34
37
38
38
28
52 5449
57
43
37
41
34 32
0
10
20
30
40
50
60
70
80
90
100
High Importance
Medium High Importance
Medium Low Importance
Low Importance
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INCREASING BRAND A WARENESS IS A TOP OBJ ECTIV E FOR MOBIL E
ADVERTISING
We listed key objectives for mobile advertising and asked marketers to indicate which ones are most
important for their business. All the mobile advertising objectives shown in Figure 4 scored well although
increasing brand awareness proved to be the stand-out goal. The emphasis on increasing brand
awareness is consistent with the top ranking perceived benefits of mobile – immediacy and reach.
Support for specific promotions is also a high priority and is likewise consistent with the fact that for a
significant proportion of the survey mobile is used on an ad hoc basis. Driving sales also seen as an
important objective, which is in tune with respondents citing location-based advertising as a key benefitof mobile, as highlighted in Figure 3.
Figure 4: Key objectives of mobile adver tising activity
Source: Ovum
MOBILE A DVERTISING OBJ ECTIVES VARY ACROSS VERTICALS
The objectives for mobile advertising activity show some variation across different vertical markets, as
highlighted in Figure 5. For example, for the retail industry increasing engagement with products and
services is paramount, closely followed by driving sales and increasing brand awareness, which makes
93
8683
86
77
1
0
10
20
30
40
50
60
70
80
90
100
What have been the objectives(s)
of your mobile advertising activities
to date? (% of respondents)
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sense for this sector. For the media and entertainment industry, support for specific promotions is a key
priority, which is in tune with campaigns to push a new film, TV programme or artist.
Figure 5: Key objectives of mobile adver tising activity by vertical
Source: Ovum
SATISFACTION WITH M OBILE ADVERTISING IS REASONABLE BU T COULD BE
HIGHER
When asked how satisfied marketers were with the results of their mobile advertising activities most were
reasonably satisfied, as shown in Figure 6. This is a positive start but performance needs to improve to
produce the highest levels of satisfaction as only a very small portion of the survey were completely
satisfied with the results. And although none of the respondents were completely dissatisfied a significant
number were reasonably dissatisfied, reiterating that delivering on objectives needs to get better.
6 6
7 76
1818
17
16
19
66
5
5
4
1920
19 19
1918
18
2021
19
15 15 1516
1617
18
17 17 16
-
5
10
15
20
25
Increase brand
awareness
Increase
engagement with
product/service
Drive sales in
general
Support for specific
promotions
Customer
relationship
marketing
Travel
Financial Servic es
FMCG
Retail
Media and Entertainment
Hospitality and Restaurants
Automotive
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Figure 6: Satisfaction levels w ith the outcome of mobile advertising activity
Source: Ovum
PERCEIVED CHAL LENGES
Privacy and device fragmentation are biggest concerns
Mobile advertising is advancing rapidly and many of the issues that slowed progress in early years have
been addressed, for example constraints imposed by network and mobile phone limitations have radically
improved through developments in, respectively, mobile broadband and smartphones. However, mobile
advertising still faces challenges that need to be addressed by all stakeholders in industry if it is to reach
its fullest potential. We presented marketers with a list of the key challenges and asked them to
prioritise their levels of concern. Respondents expressed concern across all parameters although privacy
issues, device fragmentation, lack of standardised metrics and lack of agency expertise in mobile are
seen as the biggest challenges, as shown in Figure 7. Limited opportunity for creativity is also seen as a
challenge, which is partly a reflection of the fact that many in the sample do not use creative agencies for
mobile advertising, as the discussed in the survey findings in the chapter on media buying and creative
agencies.
2 2 2 2 2
31 3236 37
32
58 5954 51
57
9 8 8 10 9
0
10
20
30
40
50
60
70
80
90
100
Increase brand
awareness
Increase
engagement
Drive sales in
general
Support for
specific
promotions
Customer
relationship
marketing
Completely SatisfiedReasonably Satisfied
Reasonably Dissatisfied
Completely Dissatisfied
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Figure 7: Views on the challenges facing mobile adver tising
Source: Ovum
Drill down on privacy issues
We delved deeper into concerns around privacy by asking respondents an open ended question in this
area, namely “what are your thoughts about consumer privacy and mobile advertising, in particular as it
relates to targeting based on use of customer data?”
The answers were interesting, partly for what they did not say. Consumer privacy is clearly seen by the
sample as a concern for mobile advertising, but when asked to expand on the subject many only
reiterated the fact that it is an issue and that action was needed to address it, although most were unable
to say what, precisely needed to be done. Others simply said they were not able to elaborate: “don’t
know”, “no comment”, and “no idea”. There were also very few comments specifically on privacy issues
and targeting based on the use of customer data. This all shows that more education, guidance and best
practices are needed in this sensitive and confusing area.
However, some interesting observations and ideas emerged, as summarised in Figure 8, some of which
were in essence repeated several times such as:
• The need for regulation and legislation for privacy protection
• Standards and codes of conduct
• Consent from consumers when their data is being used
• Full disclosure on how that data it is being used
• Privacy protection is necessary for consumer trust, and by extension the success of mobile
advertising
96
13 137 9 12
22
4424 28
2121
38
38
29
4243
33 30
34
31
21 2117
39 40
15
0
10
20
30
40
50
60
70
80
90
100
Lack of
standardized
metrics
Lack of
standardized
formats
Lack of agency
expertise
Limited
opportunity
for cre ativity
Device OS
fragmentation
Pr ivac y issu es L ac k of
global, mass
market
inventory
High Importance
Medium High Importance
Medium Low Importance
Low Importance
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Figure 8: Selected views on consumer privacy and mobile advertising
Source: Ovum
“The implementation of
regulations and
legislation holds the key to winning consumer
confidence”
“Ensuring efficient
disclosure and consent
mechanisms will help
promote best practices”
“Consumers should be presented
with choice about the collection
and sharing of their data at the
time and in the context in which
they are making decisions “
“Mobile advertising is a
new medium and hence
ROI is low and not
guaranteed. In this
context is it very
important to establish
trust with consumers”
“Personal
information should
be kept for no longer
than is necessary”
“Consumers should be allowed to have right of
access to the data that
companies have about
them”
“Strong privacy standards are
essential to the success of mobile
advertising, for example protecting
consumers from unwanted
communications. This will helps build
better customer relationships “
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MOBILE ADVERTISING STRATEGY AND SPEND
STRATEGIC APPROACHES TO MOBILE ADVERTISING
A move to more advanced strategies
We offered respondents a choice of four strategies that they could select that best describes their
approach to mobile advertising, with a cautious, experimental approach at one end of the spectrum
through progressively more advanced positions of which the fullest expression has mobile as an intrinsic
part of a brand’s advertising strategy and fully integrated with other media. The results are shown in
Figure 9, and what immediately stands out is that the majority of respondents have moved beyond the
experimental stage of mobile advertising, where it is still early days and companies are very much on alearning curve with mobile advertising. Thirty-one percent of respondents have mobile as a core part of
their digital advertising strategy and fully integrated with other media, while 20% have it as core albeit
not automatically integrated with other media.
Mobile advertising is clearly making excellent progress but there is nonetheless work to be done in terms
of helping companies still at an experimental stage to embrace mobile more fully, which will entail a mix
of education, evangelism and proof points.
Figure 9: Use of different types of mobil e inventory across the sample
Source: Ovum
Strategy varies by industry with media and enter tainment in the lead
Media and entertainment companies are noticeably ahead of the curve when it comes to adopting the
most advanced mobile advertising strategies, as shown in Figure 10. This is not surprising as many media
35
1420
31
Experimental
On an ad-hoc basis
Part of our advertising
strategy but used as a
standalone activity
Part of our advertising
strategy and fully integrated
with other media campaigns
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and entertainment companies are at the forefront of using digital media for their own services with all of
the large players in the US being early adopters of mobile. The travel sector stands out as having
embraced mobile wholeheartedly with only 20% of respondents saying that their mobile strategy was still
at the experimental stage.
Several of the verticals show a polarised response in terms of strategy adoption, notably the automotive
industry, retail and also the restaurants and hospitality sector. The majority of companies in these
verticals are either still at an experimental stage or have adopted a fully fledged, integrated mobile
strategy, suggesting that once committed to mobile advertising these companies gain confidence quickly
and migrate to an advanced mobile advertising strategy.
Companies in the FMCG and financial services sectors proved the most cautious in the survey sample,
with a large portion at the experimental stage and the lowest number of respondents having adopted the
most advanced mobile advertising strategy. This is perhaps surprising on the face of it but we think it is
because FMCG has a large number of smaller companies in the mix alongside a small number of industry
giants that are experienced, active users of mobile advertising.
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Figure 10: Mobile adver tising strategy adoption by vertical market
Source: Ovum
Size of business and mobile advertising strategy
The results revealed in a cross comparison of a company’s size in terms of revenues and its mobile
advertising strategy is not as clear cut as one might expect, as seen in Figure 11, and invites further
investigation. The most intriguing fact to emerge from our sample is that although smaller companies are
big adopters of an experimental approach they also embrace more advanced mobile advertising
strategies. It could be that small companies in this category have such high confidence in mobile that
they have prioritized it and are seeking to gain a leading edge in mobile advertising before rivals move in.
20
40 4432
25
4635
30
21 19
1110
11
12
20
21 19
23
22
1320
3017 19
3442
30 33
0
10
20
30
40
50
60
70
80
90
100
It forms part of our advertising
strategy and mobile is
integrated with other media
campaigns (eg print, TV, online)
It forms part of our advertising
strategy but we use mobile
campaigns as standalone
activity (i.e. not integrated withwith other media)
We use mobile advertising on
an ad-hoc basis
Experimental - it is early days
and we are on a learning curve
for mobile advertising
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Figure 11: Size of business (revenues) and mobile advertising strategy
Source: Ovum
The wider the geographic focus, the more advanced the strategy
There is a correlation between a company’s geographic focus and its mobile advertising strategy, as
shown in Figure 12. The survey revealed that companies with a national focus across the whole of the UShave adopted the more advanced mobile advertising strategies, with 63% of the nationals having mobile
fully integrated with other media campaigns. Conversely, locally focused companies are at the more
cautious end of the strategy spectrum and are either still experimenting or adopting an ad hoc approach
to mobile advertising. This could be because locally focused companies are more likely to be smaller in
terms of revenues and resources and we know that companies in this category (see Figure 11) can be
cautious with many still at the experimental phase.
37 3733 33
3123
3231
13 12 12
182028
2317
0
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Experimental - it
is early days and
we are on a
learning curve
for mobile
advertising
We use mobile
advertising on
an ad-hoc basis
It forms part of
our advertising
strategy but we
use mobile
campaigns as
standalone
activity (i.e. notintegrated with
with other
media)
It forms part of
our advertising
strategy and
mobile is
integrated with
other media
campaigns (egprint, TV, online)
Less Than $100m
$100m-$500m
$500m-$2,000m
Greater than $2,000m
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Figure 12: The relationship betw een geographic focus and mobile strategy
Source: Ovum
MOBILE ADVERTISING SPEND
Budgets allocation on mobile advertising is robust
It is known that more and more companies are allocating advertising spend to digital media but what is
less known is how much, exactly, is being directed to mobile. Twenty-eight percent of respondents in our
survey said their companies currently spend $50-150,000 per annum on mobile advertising with 7%
allocating in excess of $300,000 per annum, as shown in Figure 13. Fifty-five percent of respondents are
at the lower end of the budget spectrum spending under $50,000 a year on mobile advertising. However,
this is not surprising given that for many companies in the survey mobile is still at an experimental stage
or used in a ad hoc fashion when spend will by nature be more cautious and discretionary.
37 35
18 1716 1622 19
47 49
60 63
010
20
30
40
50
60
70
80
90
100
Experimental - it is
early days and we
are on a learning
curve for mobile
advertising
We use mobile
advertising on an
ad-hoc basis
It forms part of
our advertising
strategy but we
use mobile
campaigns as
standalone activity
(i.e. not integrated
with with other
media)
It forms part of
our advertising
strategy and
mobile is
integrated with
other media
campaigns (eg
print, TV, online)
Local
Regional
National
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Figure 13: Mobile adver tising budget allocation
Source: Ovum
Spending is expected to increase
Mobile advertising budgets have not decreased over the last two years and in fact for the majority they
have increased, and for 29% of respondents by over 50%, as shown in Figure 14. This is particularly
impressive given the challenging economic climate over the past two years.
55
28
10
7
Less than $50k
Between $50-150kBetween $150-300K
More than $300k
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Figure 14: Mobile adver tising budget allocation – last tw o years
Source: Ovum
What is even more encouraging is that the investment in mobile advertising is set to increase over the
next two years, as shown in Figure 15, with an impressive 35% set to raise the budget by over 50%.
29
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Increased
> 50%
Increased
< 50%
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the same
How has this budget
changed over the last twoyears? (% respondents)
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Figure 15: Mobile adver tising budget – the next two years
Source: Ovum
Budget allocation and company size
Figure 16 shows that the smaller companies in terms of revenues are allocating more modest budgets to
mobile advertising, which is logical. The pattern for larger companies is for increased spend but not
necessarily in a uniform progression as just over half of the very largest companies, 53%, and investing
in the $150,000-$300,000 bracket rather than in the very top budget tier of high over $300,000. In our
sample even some smallest companies are spending in excess of $300,000 per annum on mobile
advertising. This is surprising but consistent with the discovery in our sample that small companies can
also move quickly to adopt advanced mobile advertising strategies, as noted in Figure 11 above.
3537
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Increased
> 50%
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Decreased
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< 50%
Remained
the same
How do you expect your
budget to change over the
next two years? (%
respondents)
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Figure 16: Budget allocation by company size
Source: Ovum
Budget allocation and mobile advertising strategy
The cross referencing in our sample of mobile advertising strategies and mobile advertising budget
allocation produced another set of intriguing results, as shown in Figure 17. Companies with the more
advanced mobile advertising strategies do invest more in broad terms, but this is not uniform as the
largest portion of players in this advanced group, 47% actually allocate a more medium level budget in
the $150-300,000 range.
The largest share of companies that are still at an experimental stage, 40%, are investing less than
$50,000 per annum in mobile advertising, which is a result you might predict. And yet another significant
portion of the experimental players are investing at the highest end of our budget bracket of over
$300,000 per annum. This is surprising and we assume the latter group of experimenters includes some
of the larger companies in terms of revenue size.
47
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More than
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Less Than $100m
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$500m-$2,000m
Greater than $2,000m
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Figure 17: Budget allocation and mobile advertising strategy
Source: Ovum
Factors that will increase mobile advertising spend
We concluded the investigation of mobile advertising budget allocation by asking respondents an open
ended question about what would need to happen to make them increase spend still further. There were
a good mix of responses, as shown in Figure 18, but the stand out theme was that spend would increase
if mobile advertising could demonstrate a sound/better return on investment.
40
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7
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100
Experimental - it
is early days and
we are on a
learning curve
for mobile
advertising
We use mobile
advertising on
an ad-hoc basis
It forms part of
our advertising
strategy but we
use mobile
campaigns as
standalone
activity (i.e. not
integrated with
with othermedia)
It forms part of
our advertising
strategy and
mobile is
integrated with
other media
campaigns (eg
print, TV, online)
Less than $50k
Between $50-150k
Between $150-300K
More than $300k
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Figure 18: Factors that would help increase spend still further – selected views
Source: Ovum
“Sell it to my superiors”
“The business climate will need to start
improving”
“Create more conversion, more
purchases”
“Targeting”
“We need dedicated and experienced sales
personnel who can design
and implement campaigns”
“Better results and more
evidence that it is effective”
“Better customer
reach”
“Convince the management”
“We will wait for the returns here and if they are good
the spend shall increase”
“More success stories from the
market”
“Increased sales of smartphones so the
advertising market will
be larger”
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MOBILE ADVERTISING INV ENTORY AND DEVICES
MOBILE INV ENTORY
A wide variety used but more established inventory still dominates
One of the attractive aspects of mobile is that it offers brands a great variety of increasingly rich
inventory to support their advertising including messaging, display advertising, branded mobile websites,
mobile search, spot adverts around mobile TV and video, branded applications or in-application
advertising, bar codes and coupons for rewards and redemption. As shown in Figure 19 the companies in
our survey have tried all the aforementioned inventory, which is impressive, but the most popular types
by a long way were branded mobile websites (83%) followed by mobile display advertising (77%). This isnot surprising as both are among the most mature types of mobile inventory. This was followed by
branded applications (59%) and SMS (53%), again both mature types of inventory. The comparatively
richer or newer types of inventory such as video, and bar codes were not used to the same extent
although we would expect this to improve as these services gain better traction with consumers. For
example, mobile TV and video is getting more popular with consumers thanks to the greatly improved
user experience offered by smartphones and tablets.
Figure 19: Use of different types of mobil e inventory across the sample
Source: Ovum
MOBILE DEVICES
Smartphones are the top priority device
A key trend over the last few years has been proliferation of and growth in the number of mobile devices
with wireless connectivity that are capable of supporting mobile advertising. This more prominent type
7783
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44 44 42 44
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7080
90
% of respondents currently using
this type of mobile inventory for
mobile advertising
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includes smartphones, feature phones, tablets, ebooks and connected games consoles. When we asked
the companies in our survey to prioritize the different types of mobile device they currently used for
mobile ad campaigns, smartphones were deemed by far the most important, as shown in Figure 20. Sixty
percent of respondents flagged smartphones as high priority and 23% as medium high priority. Not
surprisingly, respondents expect the usage of smartphones to increase in the next two years, as shown in
Figure 21.
Figure 20: Use of different types of mobile devices cross the sample
Source: Ovum
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Feature Phones Smartphones Tablets eBooks Connected games
consoles
Low Pr iority Me dium L ow Pr iority Me dium High Prior ity High Pr ior ity
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Figure 21: Importance of diffe rent device types over the next two years
Source: Ovum
Smartphones are a game changer
The focus on smartphones is understandable given the rapid developments in capabilities and form
factors of these devices. Spearheaded by the impact of the iPhone, a succession of improvements in
screen size, display quality, internal memory, battery life, browser technologies, and codec support has
combined with the evolution of wireless broadband infrastructure to transform the user experience. At the
same time, the smartphones installed base is in North America is growing rapidly, as shown in Figure 22,
with shipments reaching 97.43 million by the end of 2011 and rising to almost 165 million by the close of
2016.
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Feature Phones Smartphones Tablets eBooks Connected games
consoles
Increased Use
Decreased Use
Unchanged
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Figure 22: Smartphone shipments in North America
Source: Ovum
Increasing interest in tablets
Figure 20 also shows that marketers are interested tablet devices, with 31% of respondents flagging
these as high priority devices and an equal 31% saying they were of medium high priority. Usage of
tablets is likewise expected to increase over the next two years, as shown in Figure 20. The rise of tablets
following in the wake of the iPad’s success is helping to improve the mobile user experience still further.
The tablet form factor – characterized by a larger screen than a smartphone and greater portability than
most notebooks – makes it an ideal device for more creative, richer advertising formats such as video.
Moreover, there is evidence of a direct link between screen size and propensity to watch mobile video
that bodes well for tablets. When MobiTV monitored usage patterns by device when streaming live World
Cup footage during 2010, it found viewing times on 5-inch screens to be around double those on 3-inch
screens. It is reasonable to assume that this correlation would extend to 7-inch or 10-inch handheld
devices.
Marketers in our survey showed a muted response to ebooks with only 10% noting these as a high
priority device, as shown in Figure 20. We think this is because tablets support ebooks as effectively as a
dedicated ebook reader and given the rising volumes of tablets many marketers prefer to focus on this
type of device.
Feature phones are still in the frame
Another interesting result from the findings shown in Figure 20 is that feature phones are still considered
important devices for mobile advertising, 22% of respondents flagging these as high priority devices and
an equal 24% saying they were of medium high priority. This is significant as feature phones have better
reach than smartphones with a larger installed base and shipments. For a true mass market campaign
-
20,000
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180,000
2010 2011 2012 2013 2014 2015 2016
North American smartphone
shipments
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feature phones cannot be ignored. Moreover, Figure 21 shows that marketers expect feature phone
usage to increase over the next two years rather than flatten out. Figure 23 shows how feature phones
compare against smartphones in terms of high priority ranking across the verticals, and in most they are
close and in the case of financial services and the automotive sector, feature phones actually rank higher
than smartphones.
Figure 23: Smartphone and feature phone high priority ranking across verticals
Source: Ovum
High demand across the full w ish list of device features
The marketers in our survey have high expectations of device form factors and features, as when asked
which were the most important they expressed interest across the full wish list, as shown in Figure 24.
Certain features did stand out, notably support for email, screen size and resolution, social networking
and optimized mobile browsing. We found this response intriguing, as aside from screen size and
resolution, the desire for certain features expressed here is not always reflected in respondents’ currentuse of mobile advertising inventory. This is interesting as it shows where marketers’ attention could be
turning going forward, for example mobile search advertising does not figure as highly as some other
inventory in terms of what is used today, but the interest in optimized browsing on devices suggests it
could be going forward. This makes a lot of sense given the improvements in mobile browsing capabilities
that are getting close to full HTML5 support. The high ranking of email support was perhaps surprising as
its use in mobile advertising is not currently as high as other types of inventory.
There is keen interest in location-based capabilities on devices but it does not score as highly as the hype
around location services might suggest, particularly those based on the concept championed by
Foursquare that combines an appealing mix of mobile location and advertising. Location based
advertising has great potential but is still nascent. It is gaining traction on a few mobile location
7
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Smartphone as High
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specialists like Gowalla and Foursquare but these are still the minority, however loved they might be with
by their users and the media.
Figure 24: Interest in device form factors and features
Source: Ovum
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AGENCY RELATI ONSHIPS
MEDIA BUY ING AGENCIES
Almost half the sample use a media buying agency for mobile advertising– and are satisfied
with the results
Forty-seven percent of the survey sample currently partner with a media buying agency for mobile
advertising. In terms of use across vertical markets, the media and entertainment sector scores the
lowest with 68% of respondents not partnering, as shown in Figure 25, which is likely to be a reflection of
maturity of mobile advertising strategies across many companies in this sector. This could in turn relate
to a wider trend for large, experienced brands to bring certain advertising functions in house, includingmedia buying, planning and creative, capabilities previously provided by agencies. More generally it could
be that the use of media buying agencies is still modest in mobile because many of the agencies involved
are small and specialist, which means reduced visibility particularly to those companies that are relatively
new to mobile. Another factor that could be affecting the response is the trend for consolidation in roles
across the mobile advertising value chain, for example specialist mobile advertising networks offer media
as a matter of course.
Figure 25: Use of media buying agencies for mobile advertising across verticals
Source: Ovum
The survey results make clear that those companies that do partner with media buying agencies are
satisfied with the results, as shown in Figure 26, where 54% of respondents said they were reasonably
satisfied with the ability of their media buying agency to support their mobile advertising objective while
24% were completely satisfied.
45 4238
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Figure 26: Satisfaction levels w ith media buying agencies for mobil e advertising
Source: Ovum
More modest use of creati ve agencies for mobile but even greater levels of satisfaction
The survey revealed lower use of creative agencies for mobile advertising across all verticals in the
sample, as shown in Figure 27, and as with use of media buying agencies for mobile, the trend was most
pronounced in the media and entertainment sector. We think that many of the reasons for companies
not partnering with media buying agencies are applicable for the modest use of creative agencies, that is
consolidation of roles, creative functions being taken in house by big, experienced brands and the lack of
visibility among many smaller, mobile specialists in this space.
4
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Completely
Dissatisfied
Reasonably
Dissatisfied
Reasonably
Satisfied
Completely
Satisfied
How happy are you with your
media buying agency’s ability to
support your mobile adver tising
objectives? (% respondents)
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Figure 27: Use of creative agencies for mobil e advertising across verticals
Source: Ovum
What is striking from the survey results is those companies that do use creative agencies for mobile
advertising are very happy with the results, as shown in Figure 28, with 45% of respondents saying they
are reasonably satisfied while an impressive 40% are completely satisfied. This response is also
interesting in light of another of the perceived challenges facing mobile advertising – lack of lack of
creative opportunities. The high levels of satisfaction recorded by those that work with creative agencies
on mobile advertising strongly suggest these partners can help address such concerns.
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Figure 28: Satisfaction creative agencies for mobil e advertising
Source: Ovum
Memorable mobile advertising campaigns
We concluded exploration of agency roles by asking respondents an open ended question about
memorable mobile advertising campaigns, specifically “Are there any mobile advertising campaigns you
admire and if so, why?” The majority could not recall any specific campaigns but many expressed
preferences in generic terms – e.g. text to make a donation, use of mobile location targeting, video and
on a couple of occasions a favourable response to mobile campaigns on specific devices such as the
iPhone and Blackberry. The lack of recall of inspiring campaigns is a little disappointing but not that
surprising:
• Spontaneous recall of advertising is always difficult and if recalled is typically in the vague or
generic terms noted here
• The response also underscores that many brands in the sample do not use creative agencies
Of those campaigns mentioned, the automobile sector faired best and we have these and shared a few
references in this and other sectors in Figure 29.
1
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Completely
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Reasonably
Dissatisfied
Reasonably
Satisfied
Completely
Satisfied
How happy are you with your
creative agency’s ability to
support your mobile advertising
objectives? (% respondents)
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Figure 29: Use of media buying agencies for mobile advertising across verticals
Source: Ovum
“Toyota For Auris and Verso cars . It
Incorporated clickable video and banners”
“Campaigns from car
companies: Jaguar, Ford”
“ESPN Sports. The ad is very realistic”
“Heineken's Dual Screen mobile marketing scores”
“Google and Facebook because every time you log-in there is a
banner on the side, The first thing you see is the advertising”
“State Farms that use the iPhone. It
Blew My Mind”
“Mercedes-Benz: The ad helps purchase consideration. It also
increases product awareness and
commitment among the target audience”
“Intercontinental Hotels Group Boosts Mobile Search: Excellent Mobile Ad
Campaign By Google Ad They Launched A Good Campaign For The Customer Room Booking And Other
Campaigns”
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ABOUT OVUM
OVUM AT A GLANCE
Expertise across the value chain
Ovum was founded in 1986 and has its HQ in the UK, with further offices in France, Germany, US, China,
UAE, Taiwan, Japan, Australia, and South Africa. Ovum is comprised of two core business areas:
consultancy along with research and analysis (R&A) teams, as shown in Figure 30. R&A is organized
around key practices that together cover the whole of the telecoms, media and IT value chains. We have
team of 150 media, telecoms and IT analysts and consultants, with 30% of analysts based in the US. We
largely employ experienced analysts with10-15 years in industry (many 20+ years), which means thatour advice is founded in practice
Figure 30: Summary of Ovum services
Source: Ovum
Ovum consulting
Ovum provides specialist consulting services across the media, commerce, telecoms and IT services
industries – and their customers in a wide range of verticals, as shown in Figure 31. We differentiate
ourselves through our focus on these industries and the access that we have to our extensive research
base, analyst experts, developed methodologies and models, and deep relationships with the industry.
Research & Analysis
delivered online viaOvum’s Knowledge
Centre Portal.
Optional ‘Add-on’
services deliveredonline via Ovum’s
Knowledge CentrePortal.
Ovum ‘expertise on
tap’ for existingcontent, accessed
through pre-paidanalyst hours.
Bespoke analysis and
project work deliveredby Ovum analysts and
consultants
Consulting
Analyst Access
Premium Tools
Published Content
Whilst Ovum’s Research & Analysis provides
expert business and technical insight into the
trends and issues that affect media, telecoms
and IT sectors, it cannot always answer
questions or issues that specifically impact a
segment of that market or affect particular
clients or competitors
In addition, our clients often require guidance
and assistance with regard to decision and
operational support
Consulting from Ovum is able to help our
clients through bespoke, targeted analysis, and
by applying our research, data and experience
to support and resolve their strategic issues
By leveraging the Ovum analyst expertise
alongside our dedicated consultants, we are
able to deliver pragmatic, fact-based consulting
focused on our client’s specific needs
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Figure 31: Cross section of Ovum consulting clients
Source: Ovum
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Ovum Research and Analysis
The key research team covering digital advertising is Ovum’s Consumer Practice, and as shown in Figure
32 this group combines depth and breadth in its coverage of entertainment, applications, social media,
devices and associated strategies and monetisation.
Figure 32: Ovum Consumer Prac tice 2011 research plan
Source: Ovum
Ovum has been covering mobile advertising for eleven years and it is a core, ongoing research program
with highlights including the following:
• New Dynamics in Digital Advertising (including mobile)
• The Digital Content Economy: supply side factors
• The Digital Content Economy: demand side factors
• Telecoms 2020: digital content and advertising (including mobile)
• Beyond Web 2.0
• Mobile Social Networking: services and monetization (including mobile advertising)
• Case studies of key players in the ecosystem including Google, Apple, Microsoft, and also mobile
operators
• Mobile market forecasts: revenues, users, devices
Ovum also has proven expertise in large scale survey design, management and analysis. For example we
are currently running an ongoing survey called the Consumer Insights Analyzer that provides detailed
information on consumer trends around broadband access, connected devices and Internet services and
applications. The survey consists of a panel of over 9,000 people across 9 countries including the US and
is updated on a six-monthly basis. It can also be expanded into other countries on client demand. The
Content strategy
Advertising
Connected home
Social media
S m ar t c ar s
T V
D i gi t al M u si c
Onl i n e G a mi n g
M e s s a gi n g
E x t en d e d h o m e
M o b i l e s o ci al m e d i a
Onl i n e G a m b l i n g
C on s u m er M2 M
C on s u m er cl o u d s er vi c e s
2011 research plan
Already covered
S o ci al T V
Focus: Strategies, opportunities, challenges & business models
E - b o ok s
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data is made available to Ovum’s clients, as well as feeding directly into Ovum’s consumer research,
forecasts and a dedicated report series entitled ‘Consumer Insights’.
DISCLAIMER
All Rights Reserved.
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by
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The facts of this report are believed to be correct at the time of publication but cannot be guaranteed.
Please note that the findings, conclusions and recommendations that Ovum delivers will be based on
information gathered in good faith from both primary and secondary sources, whose accuracy we are not
always in a position to guarantee. As such Ovum can accept no liability whatever for actions taken based
on any information that may subsequently prove to be incorrect.