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THE MOBILE LANDSCAPE

THE MOBILE LANDSCAPE. ‘MOBILE PHONES WILL REPLACE TV AS MOST IMPORTANT MEDIUM FOR ADVERTISERS.’ Andrew Robertson - CEO, BBDO. ‘IT OUGHT TO BE PHENOMENALLY POWERFUL AND MORE IMPORTANT THAN TV. SO WE SHOULD BE SPENDING 50% OF OUR MARKETING BUDGET HERE…’

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THE MOBILE LANDSCAPE

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  1. THE MOBILE LANDSCAPE

  2. ‘MOBILE PHONES WILL REPLACE TV AS MOST IMPORTANT MEDIUM FOR ADVERTISERS.’ Andrew Robertson - CEO, BBDO • ‘IT OUGHT TO BE PHENOMENALLY POWERFUL AND MORE IMPORTANT THAN TV. SO WE SHOULD BE SPENDING 50% OF OUR MARKETING BUDGET HERE…’ • James Eadie -Coca-Cola Marketing Manager ‘I BELIEVE THAT MOBILE COULD BE ONE OF THE GREATEST MEDIA PLATFORMS EVER CREATED. IT COULD RIVAL TELEVISION, THE INTERNET AND LITERALLY ANYTHING.’ Peter Chernin, COO of News Corp

  3. The size of the channel:there are now more mobile devices than televisions and computers combined The technology:nokia became the largest producer of camera devices globally The number of smartphones = facebook users Penetration of 3g at 12% globally Current consumer usage:Apple hit 3 billion app downloads in 18 months Mobile internet traffic outpaces desktop internet in it’s first five years High expectations means we forget…

  4. “We believe more users will connect to the internet via mobile than desktop PCs within five years”Morgan Stanley mobile internet report By 2013 mobile ad spending to surpass $13billionGartner “The new rule…mobile comes first” (after their acquisition of mobile firm admob for $750million)Eric Schmidt, Google CEO Bold future projections

  5. Question • If someone had told you 10 years ago that the internet or even social media would be as big as it is, would you have done things differently?

  6. Mobile is already bigger

  7. USA AUSTRALIA UK GERMANY JAPAN SPAIN CHINA ITALY TURKEY BRAZIL RUSSIA SOUTH AFRICA INDIA Mobile Vs Internet Penetration (Size of bubble indicates size of population) CIA World fact Book & Internet World Stats Est 2009

  8. Usage before 2008 Usage in 2008 Usage beyond 2008 • Voice • Text • Personalisation(ringtones, wallpapers) • Email • Photo • Alarm clock Internet Music Video streaming / download Ticketing / coupon Video phone TV Radio Shopping Banking Loyalty cards Remote control Social

  9. MOBILE IS ABOUT TO EXPLODE… Universal Standards in Place Declining Costs Handset Development Speed of Connection (3G/4G)

  10. HOW WE CONSUME TRADITIONAL MEDIA CHANGING

  11. CREATING AN OPPORTUNITY TO CONNECT WITH ANYONE

  12. What can mobiledo for marketers?

  13. 6 Benefitsof Mobile

  14. 1 Contextual Takes into consideration where you are, what time of day it is, previous behaviour, resulting in the most appropriate message being delivered

  15. 2 High response rates Click through rates for mobile banner campaigns average 1-2% and text messages are more likely to be read than any other media and quickly (96% within two minutes)

  16. 3 Makes other media interactive By putting a text call-to-action on other media it becomes an interactive experience

  17. 4 Targeted and personal The message that is sent to the consumer can be intensely personal as it can take into consideration their location as well as previous data that they have supplied • Hayfeverpollen alerts • Daily pollen count • Customised to individual postcodes • Tips for sufferers

  18. 5 Drives sales Mobile can be used as an instrument to drive consumers in-store through couponing or other call-to-actions, which can be usedto drive trial and sales

  19. 6 Multi-purpose Mobile can be used for everything from brand awareness and sales to CRM and loyalty, and has a potential role to play in any campaign.

  20. A Macro look at Mobile

  21. What does the future of mobile hold?

  22. Image Recognition (QR Codes) Augmented Reality Image Based Search Apps and Widgets

  23. The biggest game-changer of all…

  24. “MOBILE IS THE MOST OVER-HYPED MEDIUM IN THE SHORT TERM AND THE MOST UNDER-HYPED MEDIUM IN THE LONG TERM.” MARTIN SORRELL, CEO, WPP

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