Key Trends in Mobile Advertising ComScore Feb09

8/14/2019 Key Trends in Mobile Advertising ComScore Feb09

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Key Trends in Mobile Content Usage

& Mobile Advertising

February 12, 2009

Key Trends in Mobile Content Usage

& Mobile Advertising

February 12, 2009

Kevin Muoio


2/28

AgendaAgenda

About comScore M:Metrics

Mobile Handset Landscape

Mobile Content Consumption

Proprietary and Confidential Do not d istribute without written permission from comScore

Mobile Advertising Case Study


3/28

M:Metrics Syndicated ServicesM:Metrics Syndicated Services

Direct behavioral measurement of themost active mobile media consumers.

Comprehensive market intelligence tohelp companies profit from mobile


The who, what, where and when ofadvertising on the mobile web


4/28

A RiddleA Riddle


Capabilities:

1) Initiate phone calls2) Receive phone calls

Capabilities:

1) Too Many to Name


5/28

Ubiquitous ComputingUbiquitous Computing

Always on always connected

Mobile consumers carry most / all of the time

Ability to view (Web, Photos, Videos, etc.)


, , , .

Ability to share with other phones, web, etc.

Ability to interact with Advertising

Desktop document access

Etc. (oh yeah talk is still available)


6/28

So if this is about ubiquitous computing and our mobile handsets

are so super powerful

Wh isnt mobile media a bi er market?


Why isnt mobile advertising generating more revenue?


7/28

Universe of Active Handsets in the USUniverse of Active Handsets in the US

Classics Still in useTODAY, 10 years later

Cutting Edge Devices


Mobile Media Capabilities:

1) SMS2) Game*

*Snake - available on Nokia phones only

Mobile Media Capabilities:

1) SMS2) Games3) Ringtones4) Mobile Web5) Applications6) Email7) Picture Messaging8) Instant Messaging9) Video10) GPS

11) Music Playback12) Camera


8/28

Universe of Active Handsets in the USUniverse of Active Handsets in the US

Feature Phones Smartphones


Smartphones are11% of the US Market

Feature Phones make up 89% of the market,many of them are current devices, but plentyare also older, less capable handsets


9/28

Smartphone Owners Doubled Last Year . . .Smartphone Owners Doubled Last Year . . .

Proprietary and Confidential Do not d istribute without written permission from comScore 9

103% YoY Growth

* Mobile phone owners whose primary mobile phone runs Symbian, Windows,Android, Palm, RIM or Apple operating systems


10/28

Smartphones Move from Geek to Chic

January 200545 models

November 2008166 models

Stubby antennas fashion objects

Expensive corporate tools $99-199 consumer gadgets



11/28

. . . and Smartphones Drive the Mobile Audience. . . and Smartphones Drive the Mobile Audience



12/28

iPhone Has Raised the Bar for ConsumersiPhone Has Raised the Bar for Consumers



13/28

Increase: Text Messaging (+26% YOY)

Email ( +21% YOY)

Sent Photos (+49.2% YOY)

Sent Videos (+ 51.5% YOY)

News & Info Via Download (+13.2% YOY)

Watched TV (+ 19% YOY)

Consumption is Showing Signs of Evolving AsWe Move From Mobile 1.0 to 2.0


.

Steady, or Slight Decline: Ringtones (-5% YOY)

News & info via browser, text alerts (-10% YOY) IM ( +5.5% YOY)

Fixture Evolutionary Nascent


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Applications growing quickly, but still lag Webconsumption by a large margin

Applications growing quickly, but still lag Webconsumption by a large margin

YoY News & InfoAudience


Applications +98%


15/28

Top 10 mobile web news brandsTop 10 mobile web news brands

Male Female

1. CNN 1. CNN

Top 10 Mobile Web News Brands, by Gender, UScomScore MobiLens, October 2008


. .

3. Yahoo! 3. The Weather Channel4. The Weather Channel 4. Google

5. FOX 5. FOX

6. Google 6. ABC News

7. CBS 7. AOL

8. MSNBC 8. MSNBC9. ABC News 9. CBS

10. NFL.com 10. ESPN


16/28



17/28

US Mobile Market SnapshotUS Mobile Market Snapshot

Overall growth of mobile subscribers slowing (+5% YoY)

Market is approaching saturation

Carrier growth dependent on winning customers from competitors Data services driving revenue growth

Continued increases in key drivers of mobile media


Smartphones (100% growth in last year) Greater penetration of 3G / Mobile Broadband handsets (120% growth in last year)

Widespread use of mobile media

More capable devices setting the pace for the market Smartphone owners are mobile media Power Users

33% of news and information consumers access mobile content daily

17


18/28

So Whats Going On in Mobile Advertising?So Whats Going On in Mobile Advertising?



19/28

Mobile Advertising: Where are we on the Hype Curve?Mobile Advertising: Where are we on the Hype Curve?



20/28

Advertising Being Embraced in Mobile


Text advertising& marketing

Ad-supportedDownloadableApplications

Ad-supportedmobile video

112MMText Users

48MMMobile gamers

14MMMobile video viewers

[iLoop Mobile] [Greystripe] [Mywaves]


21/28

PlatformIssues

No clear consensus on what consumers will/ will nottolerate

No definitive studies in the space around

consumer acceptance of ads, nor of the

effectiveness of mobile as a platform relative to

other mediums

Concerns around long term decreasing effectivenessof mobile advertising

Usage: No consensus on what key device features

needed for mobile to be a dependable advertising platform

User Interface: Proliferation of different designs of

handheld Interface, buttons, & keypads complicate Advertising

These variables multiply complexity & cost when itcomes to advertising on mobile devices

Various camps seeing the handset ad

model very differently, specifically

Overall Mobile MarketingA Market Place Still Largely Defined By Its Inhibitors

Overall Mobile MarketingA Market Place Still Largely Defined By Its Inhibitors


Ad ModelIssues

MarketplaceIssues

ConsumerResponse Issues

Deal Structures NOT standard

Impact /effectiveness of campaigns

NOT measurable enough

Time to market NOT quick enough

NOT enough Standards

On-Deck vs.. Off-Deck

Carrier Lack of Flexibility (perceived)

As A Bran ing Too : Perceive va ue in

aggregating a quality audience for

advertisers, model/ value proposition similarto magazines

As A Direct Response Tool: Perceived value as atool to drive contextual, often location basedactivities

As a Marketing Tool: Perceived value is the phoneas an extension of other mediums, place to

finish conversations started elsewhere


22/28

SMS Ads Consumer Interaction is SubstantialSMS Ads Consumer Interaction is Substantial

40,000,000

50,000,000

60,000,000

SMS Campaign Interaction


Nov-07Dec-07

Jan-08Feb-08

Mar-08Apr-08

May-08Jun-08

Jul-08Aug-08

Sep-08Oct-08

Nov-08

S1

S2

Number of Mobile

Subscribers who received at

least 1 SMS advertisement

Number of respondents

0

10,000,000

20,000,000

30,000,000

For November 2008, 16% of mobile subscribers who receivedan SMS advertisement responded to at least one ad


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Mobile Subscriber interaction with Short CodesMobile Subscriber interaction with Short Codes

Short Code Interaction

Number of mobile

subscribers who8,000,000

10,000,000

12,000,00014,000,000


responded to Poll or

Contest via Short Code

Number of respondents to

Advertisement via Short

Code0

2,000,000

4,000,000

6,000,000

Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-

08

Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08

In November 2008, over 13MM responded to a poll or contest (6% of mobile market)while over 6 million responded to an advertisement via short code (3%)


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Mobile Web Drawing Diverse AdvertisersMobile Web Drawing Diverse Advertisers

Advertiser by Sector, Oct. '07

2.4%

2.3%

2.2%

1.6%

1.4%

Diversified Banks

Automobile Manufacturers

Specialized Consumer Services

Consumer Electronics

IT Equipment


29.4%

13.5%

11.5%

10.8%

6.2%

5.3%

.

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

Content Provider

Internet Retail

Wireless Telecommunication

Services

Application Software

Broadcasting & Cable TV

Communications Equipment

Share of 67,021 Ad Instances


25/28

Proctor and Gamble December Display AdsProctor and Gamble December Display Ads

Over 300 different creatives

Product Advertised: Covergirl Wetslicks, Always Infinity, Dayquil, and

Nyquil

English and Spanish language campaigns

Ads ran on over 70 of the 400 mobile websites MMetrics monitors



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CASE STUDY: GreystripeBackground and ObjectivesCASE STUDY: GreystripeBackground and Objectives

Greystripe operates the world's first in-game mobile ad network and theworld's first ad-supported mobile game distribution platform. Greystripegives brands the ability to target the iPhone audience for the first time

through rich media ads. The objective of this study is to measure the impact of the Axe Dirty

Night Determinator campaign running on the iPhone.



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Interacting with the Flash ad significantlyincreases purchase intentInteracting with the Flash ad significantlyincreases purchase intent

% who would consider purchasing Axe

By Gender

Lift +15% Lift: +25%

Proprietary and Confidential Do not distribute without written permission from comScore 27

52% 48% 48%

Male Female Male Female

Q4. Which of these mens shower brands, if any, would you consider purchasing? % selecting Axe

Base: Test N=2447. Control N=943. Exposed No interaction N=2321. Exposed Interacted N=126Indicates significant difference at 95% confidence

The campaign was

most successful at

increasing purchase

intent among males

Control Test

Lift +2

% Lift: +3%

Lift +13

% Lift: +21%


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Questions?Questions?

Thank you!


Kevin [email protected]

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Key Trends in Mobile Advertising ComScore Feb09

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