Mobile Advertising: The Future Keystone of Mobile Media
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The document discusses the rapid growth and potential of mobile advertising, indicating that it has become a significant revenue stream, surpassing $1 billion annually. It outlines various mobile media formats and highlights the importance of a coherent mobile strategy that integrates with other media, while noting differences in user behavior and market variations. The report emphasizes the shifting landscape of mobile search and advertising, driven by increasing smartphone usage and evolving consumer needs.
Mobile Advertising: The Future Keystone of Mobile Media
- 1. Julien Theys 21 October 2010 Mobile Advertising The Future Keystone of Mobile Media
- 2. Mobile Advertising & Screen Digest • Mobile media: TV, VoD, Games… – Mobile media advertising since 2008 • Application stores • Handsets and smartphones • VC funding and M&A in mobile • Industry-wide consultation – Search, display, apps and messaging coverage – Report
- 3. “1 Billion Dollars” Mobile is on an annualized run rate of over $1 billion. This means the people who are accessing our products and services through their mobile phones are adding a $1 billion annually to our existing revenue streams. Clearly, this is the future of search in the Internet, more people in more countries coming online from these smartphones. Our mobile search queries have grown five times over the past couple of years. And of course, a lot more of those queries are now coming from Android phones. Jonathan Rosenberg, SVP Product Management, Google October 14, 2010
- 5. A tale of two strategies
- 6. Why does it matter? Bridging digital and physical Personal Always with me Always on Affordable Familiar RetailRetail Link with physical world M-paymentM-payment Return channel BrandBrand Search SMS/MMS Apps Web display Video Coupon Social graph Location Image/Voice rec. Social graph Location Image/Voice rec.
- 7. Why does it matter? New markets
- 8. Investor interest and consolidation
- 9. UK Mobile ad market Search fastest growing +40% Local variations due to customs and market SMS big in Asia Banners in Germany Smartphone penetration Source:IAB
- 10. Final points • It’s not (just) about pre-rolls or banners – Coherent mobile strategy, link with other media • Mobile ≠ on the move – 90% of the Guardian iPhone app users use it at home, 72% during commute • Small screen means different needs – Specific graphics, cameras • Apps vs. Browser – Planes vs. bicycles • PC vs. Mobile will become even more blurred – Thanks, iPad
- 11. Fragmentation: get used to it