More Related Content Similar to L'état de l'industrie de la publicité mobile US Similar to L'état de l'industrie de la publicité mobile US (20) More from servicesmobiles.fr More from servicesmobiles.fr (20) L'état de l'industrie de la publicité mobile US1. The State of the U.S. Mobile Advertising Industry
and What Lies Ahead
Hans Fredericks, VP, Marketing Solutions, comScore, Inc.
Michael Becker, Managing Director, N.A., Mobile Marketing Association
Scott Hendrickson, VP, Advertising Sales, Where, Inc.
* Note: A copy of this presentation will be sent to all attendees within 48 hours of today’s webinar
2. Our Presenters
Hans Fredericks Michael Becker Scott Hendrickson
VP, Marketing Solutions Managing Director, North America VP, Advertising Sales
comScore, Inc. Mobile Marketing Association Where, Inc.
© comScore, Inc. Proprietary.
3. Agenda
Current Understanding of Mobile Marketing
Mobile media data and insights into the mobile advertising
opportunity
Big Brands in Action: Hyper Local Use Cases and Best Practices
© comScore, Inc. Proprietary.
4. About the Mobile Marketing Association
Seven hundred (700) members strong, the MMA‟ primary focus is to establish
mobile as an indispensable part or the marketing mix.
The MMA works to promote, educate, measure, guide and protect the
mobile marketing industry worldwide.
STIMULATE GROWTH REDUCE FRICTION
PROMOTE EDUCATE MEASURE GUIDE PROTECT
COLLABORATE
www.mmaglobal.com
© comScore, Inc. Proprietary.
5. comScore Digital Business Analytics
Audience Measurement
Site Analytics
User Analytics Vertical Market Solutions
Unified Digital Measurement™
Social Analytics
Copy Testing
Campaign Verification
Advertising Analytics Ad Effectiveness
Cross Media
Mobile Audience Measurement
Network Analytics & Optimization
Mobile Analytics Customer Experience
& Retention Management
© comScore, Inc. Proprietary. V0910
6. WHERE Ads™ Reaches 51MM Consumers
The Largest Hyper-local Mobile Ad Network
• Focused on “pre-checkin” and driving local
commerce
• 100% of inventory is location targeted
• 3.5B impressions/mo. via 275+ publisher
partners
• 120,000+ hyper-local ad campaigns daily
• Proprietary Relevancy Ad Serving Technology
• Recently acquired by eBay / PayPal
Hyper-local Reach Publisher Portal
© comScore, Inc. Proprietary.
7. Mobile
It‟s a Big Deal
Really Big Deal!
© comScore, Inc. Proprietary.
10. Mobile Web & HTML 5
Tablets
© comScore, Inc. Proprietary.
12. “If your plans don‟t include mobile,
then your plans are not finished.”
Wendy Clark, Senior Vice President, Integrated Marketing,
Coca-Cola (IAB Annual Leadership Meeting 2011)
© comScore, Inc. Proprietary.
13. Mobile Marketing Defined
“Mobile Marketing is a set of
practices that enable organizations
to communicate and engage with
their audience in an interactive and
relevant manner through any
mobile device or network.”
(Mobile Marketing
Association, 2009)
© comScore, Inc. Proprietary.
14. MISR image of the Central Amazon
© comScore, Inc. Proprietary.
15. Convergence of Mobile Context in Marketing
Digital Traditional
marketing marketing
Mobile is pulling these forces of marketing together
© comScore, Inc. Proprietary.
20. Two Inter-dependent
approaches to Mobile Marketing
Direct (“through”) Outdoor
Through
– Marketer Push Mobile
Media
Events
– Consumer Pull
Email SMS
On
Indirect (“with”) Package Prox
.
MMS
TV
Mobile
– “Mobile Enabled Traditional Engagement
Inte
Media” Cont
ent
r-
net
App
– Mobile Advertising Print
s
Online
Point of
Radio
Sale
© comScore, Inc. Proprietary.
21. Mobile Tactics Used U.S.
Source: MMA 2nd ANNUAL VIEW FROM MADISON AVENUE (2010)
© comScore, Inc. Proprietary.
22. Mobile Advertising Delivery Mediums
Mobile Web SMS/MMS Mobile Video Apps
Different Ad Executions
• Static/Animated/Rich • Text Ads in SMS • Pre-roll video • Static/Animated
Media Banners or MMS • Post-roll video Banners
• Text Ads •
• Picture Banner (Idle Screen) • Text
• Expandable Ad Units • Rich Media Ad Units
for iPhone and
messaging in
(In App)
• Interstitials
Android MMS • Wallpapers
• Interstitials for • Interactive Ad
iPhone and Android
Units
Other Ad channels: Voice, Bluetooth, Search
© comScore, Inc. Proprietary.
25. mobile is about…culture
Is mobile all about Technology?
It’s also about Culture.
© comScore, Inc. Proprietary.
26. Consumer Behavior Depends on the Category
Source: Bringing Life to the Mobile Segment. Carlson Marketing (2010)
Source: North American Technographics Benchmark Survey,
Q2 2010 (US, Canada)
Note: Examples of advanced activities include: downloading applications, checking
news/weather/sports, using mobile banking, checking flight/train/bus status,
researching or purchasing products, using navigation or GPS services, using
coupons, etc.
© comScore, Inc. Proprietary.
27. comScore Mobile Measurement Methodologies
Complexity and fragmentation of mobile market requires an array of data sources
and methodologies for a 360° view
MobiLens Network Census Site & App Census
Market Tracking via Network Log Analysis Mobile Web, App &
Intelligent Online Survey AdNet Tagging
Mobile Metrix GSMA MMM Ad Metrix Mobile
Smartphone Meter Panel Behavioral media Mobile Ad Tracking
measurement Tools
© comScore, Inc. Proprietary.
28. Mobile Media Users are Nearing a Majority in the US
Mobile Market Segments - Mobile Market Segments - March
March 2010 2011
Mobile
Just Voice, Mobile Media,
Just Voice, Media,
27.1% 45.7%
32.0% 37.8%
88.3 Million
106.8 Million
SMS (and not
mobile
media), 27.2%
SMS (and
not mobile
media),
30.2%
Product: MobiLens
Data: Three month average ending March 2011
Mobile Media User = Used browser, application, native email, stream or download music Country: US, N= 30,817
and broadcast or on demand video (does not include SMS)
© comScore, Inc. Proprietary.
29. Mobile Users Differ Dramatically by Mobile Activity and Content
Accessed
Demographics of Mobile Media Activities
53% Higher on chart = more female
Social Networking Further to right = older
Made Own Ringtone Size of bubbles = # of users
52%
51%
50%
Ringback
Purchased Ringtone Unlimited Data Plan
% Female
49%
Mobile Media
48% Played Games
Used Browser
47% Used App
46% Listened to Music
45% Purchased Game Email
44%
25 27 29 31 33 35 37 39
Median Age
Product: MobiLens
Data: Three month average ending March 2011
Country: US, N= 30,817
© comScore, Inc. Proprietary.
30. Browser and Application Usage Showing Continuous Growth
Browser and Application Usage Browser, App, SMS Usage
Growth
45.0% 35.0%
50% 48%
40.0% 38.6%
37.3% 45%
35.0% 33.0% 40% 39%
30.1% 37%
30.0% 28.6%
% YoY-Growth
31.0% 30%
% Market
25.0% 26%
30.6%
20.0% 20%
29.0%
15.0%
28.4% 10%
10.0% 27.0%
5.0% 0%
0.0% 25.0%
Used Application Used Browser
(except native games)
App Browser
Mar-2010 Mar-2011 Year-on-Year Growth
SMS* App OR Browser
App OR Browser OR SMS*
*Excludes Mobile to Mobile
Product: MobiLens
Data: Three month average ending March 2011
Country: US, N= 30,817
© comScore, Inc. Proprietary.
31. Facebook and Google Search Lead Market on Both Mobile and PC
Brand Market Share - PC vs Mobile
80% 73% 72%
70%
60%
52% 53%
50% 46%
% Group
42%
40% 37%
34%
29% 28% 29%
30% 28% 25%
24% 20% 20% 22%
18%
20% 15% 16% 15%
12% 12% 14% 10%
11% 8%
10%
0.4%
0%
PC Mobile
Product: MobiLens / Media Metrix
Data: March 2011
Country: US
© comScore, Inc. Proprietary.
32. Time Spent on Mobile Skews to Social Media Sites
347 Average Minutes per Visitor – Mobile vs. PC Internet
269 (Top Mobile Properties)
215 203
144 130
82
59 79 56 52 42 22 22 32 21 11 17
Mobile
6 13
PC
Average Minutes per Visitor – Mobile vs. PC Internet
652
(Top Mobile Minutes per Visitor Properties)
315 347
269
215
154 155 Mobile
107 97 95 82 80 74 64 61 30 59 79
3 2 PC
Product: Mobile Metrix / Media Metrix
Data: March 2011
Country: US
© comScore, Inc. Proprietary.
33. Double-Digit Growth in All Major Categories – Led by Social Media
Top 10 Mobile Categories - Year-on-Year Growth
80,000 45.7% 50.0%
43.3%
70,000 40.2% 45.0%
38.1%
30.7% 40.0%
60,000 33.4%
Unique User (000)
32.1% 31.5% 35.0%
%YoY-Growth
50,000 30.0%
24.8%
40,000 16.9% 25.0%
30,000 20.0%
15.0%
20,000
10.0%
10,000 5.0%
0 0.0%
Mar-10 Mar-11 Year-on-Year Growth
Product: MobiLens
Data: Three month average ending March 2011
Country: US, N= 30,817
© comScore, Inc. Proprietary.
34. Mobile Delivering Incremental Reach; Mobile Only is Over 40% of
Pandora‟s Audience
Incremental Reach from Leading U.S. News Brands' Mobile Websites
Pandora – Total Universe
Source: comScore Total Universe Report, U.S., April 2011 (beta data)
Audience (000)
35,000 8.0%
6.7% 7.0%
13,381 42%
30,000
Total Universe Audience (000)
5.5% 6.0%
25,000 5.2%
Incremental Reach
4.9%
5.0% 7,135 23%
20,000
4.0%
15,000 35%
11,126
3.0%
2.3%
10,000
2.0%
Visitors
5,000 1.0% Home/Work PC
Home/Work PC and Mobile
0 0.0% Mobile
NY Times LA Times Wash Post WSJ Chicago Trib
Total Universe Audience Incremental Reach Product: comScore Total Universe Report.
Data: April 2011
Country: US
Beta Data
© comScore, Inc. Proprietary.
35. Mobile Social Media Booming in US
Almost daily users of mobile US Social Media Unique Mobile Users
social media +70% - growing 70,000
faster than category 60,000
Conversational Media in Mobile 50,000
Almost every
Metrix (smartphone panel) has 40,000 day
71% reach 30,000 At least once
a week
– 36% minutes, 44% PVs 20,000 One to three
– Nearly all is Facebook with 87% 10,000
times in the
month
of category minutes and 83% of
0
PVs
Product: MobiLens, Mobile Metrix
Data: Three month average ending March 2011
Country: US
© comScore, Inc. Proprietary.
36. Top Apps Largely Free – Ads Key to Monetization
Among top 50 apps with widest reach, „Angry Birds‟ is the only paid app
During March 2011, 12.7% of downloaded apps were paid – including five of the top 20 (Angry Birds, Cut
the Rope, Fruit Ninja, iSlash, Angry Birds Seasons) and ten of the top 50
Top 10 iTunes Apps
% Reach of all Apps
Rank Title Developer Genre Free / Paid
Downloaders
1 Facebook Facebook Social Networking Free 59.6%
2 Pandora Radio Pandora Media, Inc. Music Free 38.0%
3 Paper Toss Backflip Studios Games Free 28.6%
4 Google Search Google Reference Free 22.9%
5 Backgrounds Stylem Media Entertainment Free 22.7%
6 Google Earth Google Travel Free 22.2%
7 Touch Hockey: FS5 (FREE) FlipSide5, Inc. Games Free 21.7%
8 Skype Skype Software S.a.r.l Social Networking Free 21.4%
9 Myspace MySpace.com Social Networking Free 21.2%
Movies by Flixster, with Rotten
10 Flixster Entertainment Free 20.8%
Tomatoes - Free
Product: iTunes App Tracker
Data: Downloads Ever – March 2011
Country: US
© comScore, Inc. Proprietary.
37. More Advertisers are Turning to Mobile – With Growing Diversity of
Categories and Advertisers
Number of Display Advertisers March 2011 – Advertised Categories
800
1%
700
5%
Consumer Discretionary
600
26% Consumer Staples
Financials
500
Industrials
50% Information Technology
400
Mobile Content and Publishing
6% Telecommunication Services
300
Other
7%
200 2% 3%
100
0
Product: Ad Metrix Mobile
Data: April 2009 - April 2011
Country: US
© comScore, Inc. Proprietary.
38. Mobile subscribers receiving – and responding to SMS ads
28% of mobile subscribers in the US received one or more SMS Ads in March 2011; of those, 17%
responded to at least one SMS ad
SMS Ad Type – Received vs. Responded
60%
50% Received SMS Ad: 66.1 million
50% Responded to SMS Ad: 11.3 million
40% 36%
32% 30%
30%
20% 16% 18%
12%
10% 8%
0%
SMS Ads Received Responded to SMS Ads
Info about product/service/brand Coupon or discount Contest Donation to charity/non-profit
Product: MobiLens
Data: Three month average ending March 2011
Country: US, N= 30,817
© comScore, Inc. Proprietary.
39. Smartphones Critical to Mobile Advertising Opportunity
Service Penetration
82%
Used Browser
19%
85%
Used App*
16%
Smartphone
Feature Phone
28%
Saw Ad on Web/In App
5%
8%
Responded to SMS ad
4%
0% 20% 40% 60% 80% 100%
*Except native games
Product: MobiLens
Data: Three month average ending March 2011
Country: US, N= 30,817
© comScore, Inc. Proprietary.
40. Popularity of Smartphones is Increasing – Bodes Well for Advertising
Penetration – Embedded Base 80% New Devices Acquired
90%
70.7%
80% 80.0% 70%
70% 60%
69.0%
52.3%
60% 50%
47.7%
50%
40%
40%
31.0% 30%
30% 29.3%
20%
20%
20.0%
10%
10%
0% 0%
Mar-2010 Jun-2010 Sep-2010 Dec-2010 Mar-2011 Mar-2010 Jun-2010 Sep-2010 Dec-2010 Mar-2011
Smartphone Feature Phone Smartphone Feature Phone
Product: MobiLens
Data: Three month average ending March 2011
Country: US, N= 30,817
© comScore, Inc. Proprietary.
41. Google‟s Android Now In the Lead on Smartphones
Smartphone OS Growth Smartphone OS Share
Symbian,
30,000 450%
Palm , 3% 2%
422%
400%
25,000
350%
Microsoft,
7%
% Year-on-Year Growth
300%
Mobile Owners (000)
20,000
250% Google,
35%
15,000 200%
Apple, 25%
150%
10,000
100%
56%
19% 50% RIM, 27%
5,000 1%
0%
0 -20% -19% -50%
Google RIM Apple Microsoft Palm Symbian
Mar-2010 Mar-2011 YoY Growth
Product: MobiLens
Data: Three month average ending March 2011
Country: US, N= 30,817
© comScore, Inc. Proprietary.
42. Ecosystem Competition Extends Beyond Smartphones
Platform – Installed Base (M),
March 2011 With iPad and iPod Touch, iOS
Smartphone Other Device holds significant lead in
50 addressable audience for
developers
40
– Installed base of 44M devices
30 (65% more than Android)
20
10
0
iOS Android
Product: MobiLens
Data: Three month average ending March 2011
Country: US, N= 30,817
© comScore, Inc. Proprietary.
43. Tablets and other connected devices redefine “mobile” for advertisers
Share of Page Views by Device Type and Platform
All Connected Devices Excluding Smartphones
23% Smartphone -Android
7% Smartphone -Other
8% Smartphone -Blackbberry
30% 20% Smartphone -iOS
15%
2% iPad -iOS
iPod Touch -iOS
25% Connected Device -Other
Product: Connected Device Reporting
Data: March 2011
Country: US
© comScore, Inc. Proprietary.
44. Growth in check-in and location-aware devices and services creating
new opportunities
Location Based Services
30.0% 50.0%
27.8%
45.0%
43.3%
25.0% 23.3%
40.2% 40.4% 40.0%
19.3% 35.0%
20.0%
32.1%
% YoY-Growth
29.2% 30.0%
% Market
27.5% 28.4%
15.0% 25.0%
12.0%
11.0% 20.0%
10.0% 8.9%
15.0%
5.0% 10.0%
5.0%
5.0%
0.0% 0.0%
Weather Search Maps Movie Restaurant Traffic Reports Travel Service
Information Information
Mar-10 Mar-11 Year-on-Year Growth
Product: MobiLens
Data: Three month average ending March 2011
Country: US, N= 30,817
© comScore, Inc. Proprietary.
45. To Sum
The mobile audience is growing rapidly
Multiple high reach advertising opportunities available – web, app, SMS
Major PC publishers building large mobile audiences, often incremental
Engagement increasing as mobile media usage becomes daily activity
Mobile social is the standout category
Mobile advertising is broadening, and also key to app monetization
Smartphones are key driver of audience, usage, advertising
Tablets and other connected devices redefining “mobile” for advertisers
Growth in check-in and location-aware devices and services creating more
localized advertising opportunities
© comScore, Inc. Proprietary.
46. Hyper-Local Use Cases and Best Practices
Scottie Pippen Michael Jordan
Location Mobile Advertising
Wile E. Coyote Road Runner
© comScore, Inc. Proprietary.
47. Hyper-Local Use Cases and Best Practices
Hyper-Local Formula
Reach + Relevancy Redemption/Engagement
© comScore, Inc. Proprietary.
48. Hyper-Local Use Cases and Best Practices
What WHERE is Seeing…
Location Dynamic Ads are outperforming static creative by 30%
Location Dynamic Ads are driving strong secondary engagement metrics:
40% of consumers are showing purchase intent
30% of consumers are “clicking to social”
20% of consumers are redeeming mobile offers
Dynamic Targeting of ads is driving a 60% increase in performance
© comScore, Inc. Proprietary.
49. Hyper-Local Use Cases and Best Practices
Hyper-Local Precision Targeting: Geo-Fencing
– Store fronts
– Competitor Locations
– POI (Airports, Schools, Theme Parks, etc.)
– CPG‟s: Targeting Key Shopper Marketing Partners
.02 mi.
© comScore, Inc. Proprietary.
50. Hyper-Local Use Cases and Best Practices
Hyper-Local Dynamic Targeting: “Roaming Geo-Fences”
– Weather
– Flu Index
– Store Performance Data
– Inventory Data
© comScore, Inc. Proprietary.
51. Hyper-Local Use Cases and Best Practices
Event Based Marketing:
– Retail Events
– New Product Announcements
– Grand Openings
– Local Events and Sponsorship Activation
© comScore, Inc. Proprietary.
52. Hyper-Local Use Cases and Best Practices
Hyper Local Content and Engagement: How can you align your
brand with what is happening around the consumer?
Weather
Local Sports Scores
– Local News or Traffic
Inventory (Popular local items, etc…)
Local Places…Aid in Local Discovery
© comScore, Inc. Proprietary.
53. Hyper-Local Use Cases and Best Practices
What to expect in the future…
The evolution of hyper-local advertising into commerce
Big Data and Relevancy will be king
A Multitude of Location Dynamic Offers
Inventory based offers
Store Performance based offers
Smarter Tools for Marketers to manage margins and drive sales
via real-time offers
© comScore, Inc. Proprietary.
54. Remember
Mobile isn‟t about mobile…it is about engagement and the value
consumers and you generate for each other
Mobile is both a standalone media and a enabler for traditional media and
will help you with:
– Branding, Awareness, Loyalty/Retention, Care
and Social Media Enablement
You can embrace mobile today, there are many resources.
© comScore, Inc. Proprietary.
56. Want More? Don‟t miss: MMA Forum New York
http://forum.mmaglobal.com
• 3 Days
MMA Forum NY • Workshops
June 15, 16, 17 • Roundtables
• Over 100 speakers
@Waldorf=Astoria
56
© comScore, Inc. Proprietary.
57. June 27, comScore‟s
Bryan Segal, Vice
President, Sales,
comScore, Inc. to
present the comScore
Canadian Lens.
Register today:
http://mmacanadajune2011.eventbrite.com/
© comScore, Inc. Proprietary.
58. Thank you!
Hans Fredericks
hfredericks@comscore.com
Michael Becker
michael.becker@mmaglobal.com
Scott Hendrickson
scott@where.com
© comScore, Inc. Proprietary.