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Future of Mobile Advertising

Future of Mobile Advertising. Pavan Lee (Li, Peiwen). Stuart Knapman. Scott Haiges. Sr. Research Manager Mobile Media, Microsoft Corporation. Partner Essential Research. President ROI Research. Warm-Up Exercise: U.S. Mobile Market Size. What is the U.S. mobile penetration? 90%

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Future of Mobile Advertising

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  1. Future of Mobile Advertising Pavan Lee(Li, Peiwen) Stuart Knapman ScottHaiges Sr. Research Manager Mobile Media,Microsoft Corporation Partner Essential Research President ROI Research

  2. Warm-Up Exercise: U.S. Mobile Market Size • What is the U.S. mobile penetration? • 90% • 17% are smart phone owners • How many U.S. mobile content subscribers have Internet access? • 137 million • How many people are actively using mobile Internet? • 67 million • 56% are smart phone owners Source: Nielsen Mobile Internet & CTIA Custom Research 2009; M:Metrics 2010

  3. While Excited About the Opportunity, We Are Aware of the Challenge Microsoft is Focusing on Multi-Screen Advantage

  4. Mobile consumptions and behaviors across 10 verticals The role mobile plays in the media mix Consumers’ attitudes towards mobile Opportunities mobile present to marketers Differences between Smartphone and iPhone users Qualitative Focus groups in DC and NY Smartphone & iphone owners Partner: Essential Research Quantitative Online survey Smartphone and iPhone owners Partner: ROI Research Microsoft Commissioned this Researchto Minimize the Knowledge Gap Research Questions Methodology

  5. Our Research Uncovered Three Main Themes

  6. 1. Smartphones Are Significantly Changing Consumers’ Relationship with Digital Media

  7. Brands require permission to enter But high engagement means rich opportunities Smartphones Are Highly Personal Devices: Enter with Caution “I sleep with my mobile on the pillow next to me” Female, 25-44, Smartphone user

  8. Mobile Media Consumptionis on the Increase • Mobile is 3rd highest media channel consumed • 50% expect their mobile internet access to increasein next six months • 65% say mobile internet is the most important feature when considering a new phone

  9. The Role of Mobile vs. Other Screensis Becoming Clear MediaExtension MessageInteraction Side-Loading UniqueBehaviors

  10. / Half of Your Audience Use Mobile After Seeing an Ad in Other Media Channel Ads Seen: Look for More Info On: Look for More Info On: 40% 76% 58% 37% 69% 37% 37% 62% 57% 33% 53% 84% Any Channel

  11. 1/3 Use Both Mobile and Online Ads Seen: Look for More Info On: 37% 31% + 33% 32%

  12. 2. Despite Claimed Resistance to “Mobile Advertising,” ConsumersAre Actively Welcoming Brands In

  13. Perception of Advertising Saturation: Fear that Mobile is Next

  14. But in Reality, Consumers Welcome Great Mobile Advertising “Now we are talking about this, I’ve realized I actually do elect to hear about a lot of products. A lot of this is really advertising I guess.”Male, 35-44, iPhone user

  15. Location-Based Advertising Opportunity 61% of consumers are interested in receiving location-based coupons and offers “I get emails on my phone telling me somewhere hasa sale on and I end up buying things I probably don’t need.” Male, 25-44, Smartphone user

  16. Mobile Advertising Driving Actions 17% percent of respondents recall seeing a location-based ad on their mobile phone. Activities that frequently result from seeing location-based mobile ads… Mobile Ad

  17. 3. The Opportunities Differ fromOne Verticalto the Next –But None Are Excluded

  18. There is Growing Confidence in Using Mobile Phones to Make Purchases... Percent who say they are very/extremely comfortable making purchases via mobile CPG Entertainment Travel 34% 27% 24%

  19. …And Consumers Recognize the Potential of Mobile Engagement with Different Verticals Social Sharing MobilizedBrand Comms Location-BasedServices PersonalStyle Assistant?

  20. …And Consumers Recognize the Potential of Mobile Engagement with Different Verticals Mobile Coupons Enable Multi-Screen Strategy ShoppingAssistant EmbraceSide-Loading Location-BasedServices POSEnhancement BillboardInteraction “I think this is all pretty cool… This could either save me money or make me spend more, I’m not sure!” Female, 25-44, Smartphone user

  21. Summary • We need to redefine “mobile advertising”if we are to really understand the opportunities, particularly within multi-screens • We need to be inspired by changing consumer behaviors and needs, to think differently about how brands can best add value in the mobile environment “If it can better our lives, it’s better advertising” Female, 25-44, Smartphone user

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