Somo Agency Presentation - social media advertising

transcript

Mobile Social Advertising

Carl Uminski – Founder & COO

September 2010

Somo Ltd – Copyright & Confidential 1

What I’m going to talk about

Mobile Social Advertising

Future thoughts

The Mobile Market

Flirtomatic Case Study

Mobile Social Networking

THE MOBILE MARKET

The UK mobile market is growing

• Mobile advertising was worth £37.6m in 2009, up 32.2% year on year forecast to reach £285M in 2014 ** **

• 15.4m mobile media users, 47% access daily, 81% access once per week**

• 9 out of 10 mobile media users access mobile media at home**

• 44% of young people are now accessing social nets from their mobiles**

• Against TV, PC, Radio and print, mobile was found to be the most accessed media channel from noon to 6pm.*

• By 2013 mobile phones will overtake PC’s as the most common web accessed device worldwide****

Source: *Orange 2009 / **IAB 2009/10. ***M:Metrics UK April 2009, ****Gartner 2009,

The iPhone & iTouch has driven this growth

Somo Ltd – Copyright & Confidential

50+ M iPhone and iPod Touch users Globally, 100+M end 2010

230,000+ applications in the app store

~6M iPhone & iPod Touch users in the UK

50% of iPhone users earn over £45k per annum

57% Male / 43% Female

75% iPhone users over 25

78% iTouch users under 24

Android is now a serious platform driving growth

Somo Ltd – Copyright & Confidential

Android applications have a growing audience and potential. iOS isn’t the only platform which has merit

Android platform growing faster than iOS

70,000+ apps on Android

200,000 devices sold daily in July 2010

End ‘10 est. 100M devices

3 out 4 users Male

Est.1M UK Devices

MOBILE SOCIAL NETWORKING

There are many mobile social networks worldwide

Significant usage with a continuous growth

Jan-09

Jan-10

65.20%

32% 30%23% 21%

Sent Text Messages

Used Browser

Used Download

Played Games

Accessed Social

Network or Blog

Listened to Music

% Share of Mobile Subscribers3-month average ending May 2010 . Total US Age 13+. Source: comScore MobiLens

Number of Mobile Subscribers (000’s) Accessing Facebook, MySpace & Twitter via Mobile Browser 3-month average ending Jan 2010 vs. Jan 2009. Total US Age 13+. Source: comScore MobiLens

More people use social networks on mobile than listen to music

People spend more time on mobile social nets than the web

Source: comScore GSMA MMM; comScore Media Metrix, December 2009

Social media dominates mobile usage

And the users are not to be assumed as teenage boys!

Skew towards females & 25 -54 Age group

ADVERTISING ON MOBILE

A 3 tier approach for advertising

• Sponsorship

• Events

• Applications

• Mobile Sites

• Etc...

• Ad networks

• Admob

• inMobi

• Adfonic

• Etc....

REACH • Search

• Google

• Yahoo!

RESULTS

Social networks needs brand awareness and reach meeting CPA targets

Targeting options offered for and by social networks

• Make /Model• Operating System• Manufacturer• Capabilities

•Territories• Cities (Wi-Fi only)

• Wi-Fi• Specific Operators

• Age• Gender• Interests

• Downloads• Communities• Entertainment• Sports, News, Info• Portal

Handset Geography Traffic

Demographics Channel

A large number of creative options

SponsorshipBrandResponse

Search

THE FUTURE

The immediacy of mobile offers a huge location opportunity

Foursquare offers are now mobile

Reward Loyal Customers & Drive Engagement Through Competition

The immediacy of mobile allows for real time advertising

Leverage the open data which Twitter gives you

• Promoted Tweets still in web only beta

• Use Twitter to listen & engage with mobile customers

Social Media & Advertising

Flirtomatic Success Story

Presented by: Matthew Dicks

Intro to Flirto

• Flirtomatic has pioneered mobile flirting and monetising mobile users

• Conversations with added fun through great content

• Over 3 million global mobile users

• Revenues over £10 per month per spending customer

• From UK base and now growing internationally

• Over 300 million UK wap impressions per month

• Recognition from industry with numerous awards 2008, 2009, 2010

Where entertainment meets social media

Profiles Search and Find Messaging and Chat Premium Services

Highly Successful “Freemium” Model

Premium services

5 different cross platform

revenue streams

Alerts VisibilityGiftsVanityAdvertising

Advertising• 300m UK page impressions across all platforms

• CTR on WAP currently averages at 1%

• Ad sites on all pages

• Targeting

Beyond the norm...

• Adfunding value added services

• Reward based advertising– Affiliate and cost per acquisition deals

– iPhone, Android and web

– Earn virtual currency

– £ =

– Partners include O2, Sky and Microsoft (Bing)

Case study: Strongbow

Objectives• Target over-18s

• Brand awareness

• Free pints to give away

• Interaction

• Drive traffic to client WAP site

• Use mobile couponing as main

redemption tool

Case study: StrongbowSolution• A Strongbow profile sent

branded Flirtograms to

users’ to create initial

awareness.

• Users sent back 70

Supersnogs, 929 gifts,

5000+ Flirtograms and

rated it 338 times (treated

it like another flirter!)...

• Interactive campaign was

also promoted by SMS and

banners across site...

• ...and a “Shout me a Pint”

link on every profile...

ResultsCase study: Strongbow

385,000 free animated pints were sent

10% CTR to client WAP, collecting CRM and delivering coupons

RedeemIn a participating pub...

Contact

Matt Dicks

mattd@flirtomatic.com

07976 747445

ABOUT SOMO

The Mobile Advertising Agency

MOBILE WEB SITES

APPLICATIONS

CREATIVE

A full service mobile advertising agency

YIELD MANAGEMENT

MEASUREMENTOPTIMISATION

DELIVER ROI

CAMPAIGNPLANNING &

BUYING

STRATEGICCONSULTANCY

BRANDTRANSITION

THANK YOU

andrew@somoagency.com

+44 (0)7974 151 868

Somo Agency Presentation - social media advertising

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