Upload
arte-varg
View
216
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Marketing, mercadotecnia
Citation preview
Interactive Marketing Virtual Conference and Trade Show
Marketing On The Go
Hot Button Panel 1
Harnessing The Latest Tech
Advancements To Reach Mobile Users
Interactive Marketing Virtual Conference and Trade Show
Featured Speakers
Hot Button Panel 1
Brian MorrisseyDigital Editor
Adweek
Nicholas CoveyMarketing Analytics &
Development Manager
Nielsen Wireless & Nielsen
Games
Kevin PerkinsCEO
Greenlight Wireless
The Next Frontier
• 2.6 billion mobile phone
subscribers worldwide; 4 billion
by 2010 (iSuppli)
• 89% of major brands plan to
market on mobile phones next
year (Airwide Solutions, 2/06)
• 52% see mobile occupying 5-25%
of their marketing budget by 2011
(Airwide Solutions, 2/06)
• Market forecast to hit $14 billion
in 2011. (eMarketer)
Current Landscape
• Market: $1.5 billion spent worldwide on mobile ad programs in 2006 (eMarketer)
• Formats: Most programs are texting, banner ads
• Consumer adoption: Phones still used mostly for calling 9 percent use phones for e-mail,15 percent use search (Harris Interactive, 6/07)
• Consumer wariness: 19 percent trust mobile advertising, lowest of all media formats (Nielsen survey, 4/08); majority found all forms of mobile advertising “not acceptable at all” (Harris Interactive, 06/07)
Internet giants make their moves
• Yahoo: started mobile ad network
in March
• AOL: purchased mobile ad
network Third Screen Media in
May
• Microsoft: bought ScreenTonic in
May
• Google: Here comes the
GPhone?
Carriers vs Internet giants
• Carriers control access to their
networks
• Invested billions in setting up
networks; now see advertising
as key to their future.
• Handset makers like Nokia
want to add services; paid $8
billion for NavTeq
ConfidentialConfidentialConfidential
Advertising and the Mobile Consumer –Research from Nielsen Mobile
Adweek Technology Virtual Tradeshow
October 16, 2007
ConfidentialConfidentialConfidential
Nielsen’s Strategic Acquisition of Telephia
• Telephia has been the leading provider of consumer research to the mobile industry since 1998.
• Serving over 100 telecom and media clients
• Broad portfolio of technology based measurement tools
• Nielsen acquired Telephia in August. We are rapidly integrating.
• Integrate existing data and build new products together
• Provide integrated client service and analytics
• Together, Nielsen and Telephia will allow the mobile media business to develop faster – provide the essential measurement infrastructure
• Market research - provide the consumer data that media companies and operators need to
make programming, pricing, and promotion decisions
• Audience measurement - support a scalable mobile advertising marketplace by providing data
required for targeted advertising
• We will coordinate mobile media measurement with other Nielsen products – holistic, consistent view of media consumption
ConfidentialConfidentialConfidential
Nielsen mobile advertising research addresses each mobile media vehicle available to advertisers
Product Methodology Key Metrics Competitive Advantage Delivery
Mobile Internet
& IM Report
Telephia survey of
~4,000 active mobile
internet users
Top websites, reach, unique
audience, demographic profiling
and segmentation
Largest sample of internet/IM
users per month
Monthly online
(Mobile Internet &
IM)
Mobile Video
Report
Survey of 1,000+
active mobile video
users per quarter
Top channels and programs,
availability, reach,
demographics, daypart, session
length, consumer preferences,
satisfaction
Only source for such a detailed
report due to unparalleled sample
sizes
Quarterly PPT
Mobile Audio,
Applications,
Game, Premium
SMS Reports
Direct measurement
from bills of ~40,000
wireless lines per
month
Top titles (games, ringtones, full-
track music, client apps, short
codes), downloads, purchases,
revenue share, price paid, new
vs. repeat subscriptions,
demographics
Only source for bill-based data
that delivers accurate title-level
detail and revenue performance
Monthly Online
(Games, Audio)
Quarterly XL (Apps,
PSMS)
Mobile
Advertising
Report
Survey of ~20,000
mobile content users
per quarter
Mobile advertising recall,
responses, attitudes and
preferences
Largest sample of mobile content
usersQuarterly PPT
ConfidentialConfidentialConfidential
Source: Telephia bill panel and
survey analysis. Extrapolation
from CTIA and Telephia mobile
universe estimates.
Note: Includes prepaid, postpaid,
and all carriers. Does not include
off-bill.
Text messaging continues to be most popular service; mobile internet is up to 77 million subs
* Trend Break. Classification
Updated
216221
227232
237
124 128
144 148
63 6373 74 77
30
54 54
42
5 6 7 8
166
59
45
97
77
55
68
12
0
50
100
150
200
250
Q2 2006 Q3 2006 Q4 2006 Q1 2007 Q2 2007
T o tal US Subs
T ext M essaging
Internet
D o wnlo ad
M ult imedia M essaging
Video
34%
140%
97%
22%
131%
10%
Mobile Content Subscribers (millions)Q2 2006 – Q2 2007, National
YOY growth
ConfidentialConfidentialConfidential
Audience size of audio and games downloaders are reaching critical mass
30
45
54 54
59
25 26 27 27
1416 17
1921
4
9 8
32
13
9
1718
0
10
20
30
40
50
60
70
Q2 2006 Q3 2006 Q4 2006 Q1 2007 Q2 2007
T o tal D o wnlo aders
A udio
Games
A pps
P remium SM S
Mobile Downloaders (in millions)Q106-Q107, US
Note: Includes prepaid, postpaid,
and all carriers. Does not include
off-bill.
Source: Telephia bill panel and
survey analysis. Extrapolation
from CTIA and Telephia mobile
universe estimates
* Trend Break. Classification
Updated
*
*
28%
225%
N/A
50%
97%
YOY growth
*
*
ConfidentialConfidentialConfidential
67% 68% 64% 64% 54% 59% 60% 62%
Agree
Disagree
I believe that advertising on my mobile device is
unacceptable
26% 26% 27% 32%45%
34% 31% 35%
Agree
Disagree
I would be willing to have advertising on my mobile
device in exchange for something
15% 14% 15% 23%36%
19% 15%27%
Agree
Disagree
I expect to see more advertising on my mobile phone
12% 12% 14% 17%32%
19% 17% 24%Agree
Disagree
I don’t mind advertising on my mobile phone so long
as it is relevant to my interests
All Data
UsersSMS MMS WAP Video Game Audio App
All Data
UsersSMS MMS WAP Video Game Audio App
All Data
UsersSMS MMS WAP Video Game Audio App
All Data
UsersSMS MMS WAP Video Game Audio App
Source: Q1 07 TAM Survey T1980: How strongly do you agree
or disagree with the following
statements?
How do consumer attitudes towards mobile advertising differ by media vehicle?
ConfidentialConfidentialConfidential 18
70%
61%58%
54%
45%
58%53% 54%
14%
16%18%
20%
27%
18%21% 19%
9%
13% 15%16% 16%
15% 15%15%
3%4% 4% 5% 7% 4% 4% 6%
4% 5% 5% 6% 5% 5% 6% 6%
All Mobile Subs Text
Messenging/SMS
Picture
Messaging/MMS
Mobile Internet Video/Mobile TV Ringtone
dow nloads
Game dow nloads Application
dow nloads
Other/Decline
Asian/Pac
B lack/A f Am
Hispanic
White
Demographic Profile of Mobile Content UsersQ2 2007, US
How do typical audience profiles differ from one mobile
media vehicle to another?
Source: Q2 2007 TABS Survey and Mobile Video Report
Other Key Demos
Gender
Age
Income
Location
Employment
Education
HH Size
Etc.
ConfidentialConfidentialConfidential
Who has the highest overall reach and frequency on the mobile web?
Top Mobile Internet Websites by Active ReachJuly 2007
34.3%
20.4% 19.9% 19.4%
15.1%
13.0%11.8% 11.5% 11.2%
9.8%
Yahoo!
The W
eath
er
Channel
Searc
h
MS
N H
otm
ail
Gm
ail
AO
L M
ail
ES
PN
CN
N
Maps
MapQ
uest
216.9
110.8
76.8 74.0
51.7 49.8
30.6 30.321.6 21.6
Yahoo!
MS
N H
otm
ail
AO
L M
ail
Gm
ail
The W
eath
er
Channel
Searc
h
ES
PN
CN
N
Maps
Com
cast
Top Mobile Internet Websites by Sessions (M)July 2007
ConfidentialConfidentialConfidential
38%
34%
33%
32%
31%
30%
30%
29%
29%
29%
28%
28%
27%
25%
24%
24%
23%
23%
23%
23%
FOX News
Weather Channel
Comedy Central
NBC Mobile
ESPN
FOX Sports
Discovery
MSNBC
CNN to Go
ABC News Now
MTV
ESPN3GTV
Fuse
You tube
HBO Mobile
NFL Network
PrimeTime TV
CNBC
FOX Mobile
Music Choice
Access Reach* – Video ChannelsCurrent Mobile Video Users who Identified their Mobile Video Service (N=1,006)
*Notes – Access indicates the percent of Current Mobile Video users with access to a particular brand or channel. Access Reach indicates that among those with access to a brand or channel, the percent who have watched said channel in the last 30 days.
In addition, only channels and brands with an Access base of 30 or greater were considered for ranking.
M860 Series: Which of the following channels or branded content have you watched on your mobile phone in the past 30 days?
96%
96%
86%
81%
78%
76%
72%
72%
59%
57%
57%
53%
53%
53%
53%
53%
53%
53%
53%
53%
FOX Sports
Weather Channel
ABC News Now
NBC Mobile
Comedy Time
ESPN3GTV
Fashion TV
Mic Hip Hop
iFilm
MAXX SPORTS
Toon World TV
Shift Alternative
Chaos Extreme
TLC
V40
Oxygen Network
IGN Mobile
Animal Planet
CNET
CSPAN
Access – Most Available Video ChannelsCurrent Mobile Video Users who Identified their Mobile Video Service (N=1,006)
Which mobile TV programs have the highest reach
potential?
Mobile Video Channel Subscribers= Among Cingular Video, MobiTV, SprintTV, VCAST and Alltel TV Subscribers
Source: Q1 2007 Mobile Video Survey
Detailed
Demographics by
Video Content
Available
ConfidentialConfidentialConfidential
Source: Telephia Audience Metrics –Mobile Premium SMS Report
Revenue Share by Premium SMS CategoryQ2 2007
Are text campaigns big?
Campaign,
16%
Chat, 1%
Unknown,
7%
Storefront,
77%
Campaign,
47%
Chat, 6%
Unknown,
7%
Storefront,
40%
Transaction Share by Premium SMS CategoryQ2 2007
ConfidentialConfidentialConfidential
How have different campaigns reached different audiences?
72, 35%169, 44%136, 34%113, 26%
378,
21%
821,
38%
132, 65%
211, 56%269,
66%
315,
74%
1,435,
79%
1,317,
62%
NBC - Deal Or No Deal Fox - American Idol
Challenge
Fox - My Games Fever CBS New Motion -
bid4prizes
NBC - 1 vs. 100
Female
M ale
2,138
1,813
428 406 380
204
Top PSMS Campaigns by Participants (000)Q2 2007
ConfidentialConfidentialConfidential
79%
21%
Viewed Ad
Did Not View Ad
Ad Recall Among Data UsersQ1 2007
Top Ads Recalled Among Ad ViewersQ1 2007
18%
17%
14%
11%
7%
7%
21%
19%
30%
24%
E-mail Sent to
Phone
WAP Banner Ad
Sponsored
Wallpaper
Ringtone Ad
Sponsored
App/Game
Ad While Playing
Game
Ad w/ Phone
Functions
Sponsored
Faceplate
Mobile TV Ad
Music/Streaming
Radio Ad
Source: Q1 07 TAM Survey
Ad Effectiveness: Know which types of ads have the highest recall
ConfidentialConfidentialConfidential
79%
10%
11%
Viewed Ad, Did Not Respond
Viewed Ad, Responded
Did Not View Ad
Ad Recall and Response Among Data UsersQ1 2007
Top Responses Among Ad ViewersQ1 2007
Source: Q1 07 TAM Survey
Ad Effectiveness: Understand how subscribers are interacting with advertisers
18%
18%
15%
13%
12%
11%
21%
20%
29%
22%
Sent SMS
Sent Email
Sent MMS
Visited WAP Site
Click to Call
Entered
Sweepstakes
Made a Purchase
Via Phone
Made a Purchase
Via Store
Used Mobile
Coupon
Requested Mobile
Coupon
ConfidentialConfidentialConfidential
79%
10%
11%
Viewed Ad, Did Not Respond
Viewed Ad, Responded
Did Not View Ad
Ad Recall and Response Among Data UsersQ1 2007
Top Reasons for No ResponseQ1 2007
8%
7%
7%
35%
53%
17%
24%
I wasnt interested in the product
advertised
I never respond to any advertising
I was too busy at the time
I am concerned about privacy or
security
I didnt understand how to respond
My phone data connection is too
slow
Other
Ad Effectiveness: Optimize ad strategies by knowing why subscribers don’t respond to ads
Source: Q1 07 TAM Survey
ConfidentialConfidentialConfidential
Thank You
To learn more about the integrated Nielsen Mobile, contact
Nicholas CoveyNielsen Mobile(312) [email protected]
© Greenlight Wireless 2007 • Slide #31
Understanding Mobile Advertising
Presented By Kevin PerkinsCEO Greenlight Wireless for Nielsen
Where’s Mobile Advertising?
• With over 2 billion phone users worldwide, the
Mobile Search and Advertising industry is
poised to reach $11 billion by year 2011*
© Greenlight Wireless 2007 • Slide #32
2007 2011
$600MM
$11B
?
Bigger??
Smaller?
Farther out?
Sources: Informa Telecoms & Media, Datacomm Research, Piper Jaffray
Greenlight Wireless
Publishers Face Challenges With
Mobile Web
• Publishers need to create efficient mobile content dynamically
• Users want quick, transactional access to relevant content
• Devices are extremely diverse and not standardized
• Content is consumed on a much smaller display
© Greenlight Wireless • All Rights Reserved • Slide #33
Greenlight Wireless
Facts About Mobile Advertising
• Many new “made-for-mobile” ad companies have emerged, yet their ad supply is scarce and untargeted (run-of-site)
• Made-for-mobile ads average about $0.02 - $0.04 cost-per-click (CPC), before revenue sharing
• Made-for-mobile banner adsmonetize even worse: publishers average $1 - $3 CPM (cost per thousand impressions)
© Greenlight Wireless • All Rights Reserved • Slide #34
Examples of
“made-for-mobile”
ads
What To Watch Out For
• Costly, over-reaching campaigns
– What are you really getting?
– Where there’s mystery, there’s margin!
• Metrics hype
– “We served _______ ads this month.”
• Low revenue-per-impression/click
– Distribution is key
– Rev share needs to be factored in
© Greenlight Wireless 2007 • Slide #36
What Are Keys To Adoption?
• User Experience
– Must Be Easy: to
use, access, and
react
• Push vs. Pull
– Users need to initiate
• Relevant*
– If your offer is relevant
to a user, then the
stigma of “advertising”
is not a factor
© Greenlight Wireless 2007 • Slide #37
Why won’t you do what I want?!!
Greenlight Wireless
Campaign Fits and Starts
• Branding Example– Carl’s Jr.’s “Hot Buns” ringtone
• Leveraged existing creatives
• No carrier involvement; straight-to-end-user via website
• Viral, Free
• SMS Voting In Media– American Idol
– Privacy concerns
• M-Commerce– Emergence of mobile coupon
companies
– Not a technical issue; it’s the supply chain
Courtesy: Cellfire.com
Courtesy: ATT.com
Courtesy: CarlsJr.com
What Kind Of Mobile Advertising
Shows The Most Promise?
• Local Search = “I need to find now.”
• Click-to-Call = “I need to act now.”
• Social Networks = “I need you now.”
© Greenlight Wireless 2007 • Slide #39
Mobile users want
transactional information
that puts them at the
epicenter of their actions
Courtesy: Pepperdine.edu
Getting Started
Find a good cost-per-click provider that has transparency to where your ads are distributed
Look for a technology or platform that can leverage your existing marketing efforts
Don’t waste money on channels that don’t convert
Get metrics
Ask around, do some homework; don’t be afraid to run many trials until your result is accomplished
© Greenlight Wireless 2007 • Slide #40
Greenlight Wireless
Greenlight Wireless
Kevin Perkins, CEO
22651 Lambert Street, Suite 106
Lake Forest, CA 92630
O: +1-949-421-1551
www.greenlightwireless.net
© Greenlight Wireless 2007 • Slide #41
Interactive Marketing Virtual Conference and Trade Show
Q & A Panel
Hot Button Panel 1
Brian MorrisseyDigital Editor
Adweek
Nicholas CoveyMarketing Analytics &
Development Manager
Nielsen Wireless & Nielsen
Games
Kevin PerkinsCEO
Greenlight Wireless
Interactive Marketing Virtual Conference and Trade Show Hot Button Panel 1
Upcoming Presentations
3:00 pm Eastern
Hot Button Panel #2:
Reach Out And Touch Somebody:
Embrace Social Networking And Extend Brand Awareness
5:00 pm Eastern
Hot Button Panel #3:
Everything You Need To Know About Search Engine
Marketing