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Mobile Monday Switzerland #40 - Mindshare presentation on Mobile Advertising Insights

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“Mobile Advertising Insights”
Presentation given by Christian Vuithier, Director Digital at Mindshare AG.

Mobile Monday Switzerland Event #40 on Mobile Context-Driven Marketing, 27th Apr 2015, Zürich.

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Mobile Monday Switzerland #40 - Mindshare presentation on Mobile Advertising Insights

  1. 1. Mobile Advertising Insights Mobile Monday # 40 Zurich, April 27, 2014 Christian Vuithier
  2. 2. Who we are Mobile Monday2 7000+ Specialists 116 Offices 86 Countries Global HQ London Mindshare’s role is to to help clients grow their business and drive profitability through Adaptive Marketing. We do this through a culture of Original Thinking driven by Speed, Teamwork and Provocation. The World’s Number 1 Communications Group Our Global Network Our Global Strength 28% share $105 billion #1Globally Rank Our Role Our structure across markets is unique in its simplicity. We draw upon this to create bespoke and fully integrated teams for each client.
  3. 3. Mobile Market Switzerland Facts & Figures
  4. 4. Mobile Market Switzerland Mobile Monday4 Source: www.comcom.admin.ch / 31.12.2013 Mobile connections by provider in thousand
  5. 5. Mobile Penetration European comparison Mobile Monday5 Source: Analysis Mason, June 30, 2014
  6. 6. Mobile Usage Switzerland Facts & Figures
  7. 7. Mobile Internet Usage in Switzerland Mobile Monday7 • 3 of 4 Swiss are using the internet always and everywhere • Tablet plays a more an more important role as preferred access to the internet, Switzerland among the top countries worldwide. • Mobile internet access will be more popular than the access over stationary computer soon. Mobile Internet Users Source: Media Use Index 2014
  8. 8. Mobile Internet Usage Daily usage per age Source: Google: Our Mobile Planet 2013 Mobile Monday8
  9. 9. Relevance of Mobile Would rather give up TV than smartphone Quelle: Google: Our Mobile Planet 2013 Mobile Monday9
  10. 10. Relevance of Mobile Don’t leave the hosue without smartphone Quelle: Google: Our Mobile Planet 2013 Mobile Monday10
  11. 11. Mobile Advertising Market Switzerland Facts & Figures
  12. 12. Mobile Internet advertising spending Switzerland • Compound annual growth rate of almost 40% from 2010 to 2014 • Still fastest growing media discipline Source: PWC Media Outlook Mobile Monday12 0 1.1 2.2 4.3 8.7 13 19.5 25 34.7 45.6 0 5 10 15 20 25 30 35 40 45 50 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 +100% +95.5% +102.3% +49.4% +50% +28.2% +38.8% + 31.4% Spending in million CHF
  13. 13. Media Use vs. Media Spending Mobile Monday13 Quellen: Adello AG, BFS TUS, MediaFocus, Net-Metrix Media SpendingMedia Use
  14. 14. Mobile Angebot Unique Clients Visits Page Impressions 20min.ch - D-CH | Apps (Group) 1'252'000 36'233'702 521'413'158 20min.ch - D-CH | Mobile-Site 1'236'000 6'314'603 30'170'751 Blick Online | Mobile-Site 989'000 13'234'271 256'623'506 local.ch | Apps (Group) 912'000 6'676'215 23'246'210 Search | Mobile-Site 802'000 2'501'170 6'450'161 20min.ch - D-CH | App (Apple iOS, Phone) 680'000 20'661'450 278'673'903 local.ch | Mobile-Site 663'000 1'654'543 5'860'881 Tilllate | Mobile-Site 626'000 1'550'753 18'159'787 local.ch | App (Apple iOS, Universal) 553'000 3'007'752 12'371'912 Search | Apps (Group) 464'000 4'425'295 13'366'672 Mobile Net Reach - Top 1-10 CH Sites / 2013 * Mobile Monday14 Source: NET-Metrix 2013-1* exclusive Social Networks (Facebook, Google+, YouTube) / not participating in Net-Metrix Study
  15. 15. Mobile Angebot Unique Clients Visits Page Impressions 20min.ch - D-CH | Mobile-Site 2'063'000 14'886'773 42'577'782 Blick Online | Mobile-Site 1'826'000 19'471'792 294'779'423 20min.ch - D-CH | Apps (Group) 1'455'000 51'030'642 624'236'995 Search | Mobile-Site 1'344'000 4'033'962 11'798'637 local.ch | Mobile-Site 1'281'000 3'577'714 10'907'665 local.ch | Apps (Group) 1'061'000 8'399'372 26'311'890 20min.ch - W-CH | Mobile-Site 917'000 4'117'425 9'580'564 watson.ch | Mobile-Site 856'000 2'595'550 10'393'350 Blick am Abend | Mobile-Site 812'000 3'200'933 9'858'438 Tilllate | Mobile-Site 779'000 2'237'052 35'432'402 Mobile Net Reach - Top 1-10 Sites CH / 2014 * Mobile Monday15 Source: NET-Metrix 2014-2* exclusive Social Networks (Facebook, Google+, YouTube) / not participating in Net-Metrix Study
  16. 16. Most popular Apps in Switzerland Source: Media Use Index 2013, Y&R Gruppe Mobile Monday19
  17. 17. Mobile Advertising Best practice
  18. 18. Frequency of Noticing Ads on Smartphone Mobile Monday21 Source: Google Study Our Mobile Planet 2013
  19. 19. Place of Ads Noticed Mobile Monday22 Source: Google Study Our Mobile Planet 2013
  20. 20. Mobile Advertising – Strategic Approaches • Extend reach of TV campaign into the web by using TV spot as asset • Mobile as fixed planned discipline in every digital media plan • Branding approach vs. performance approach (conversion focused) • Programmatic media buying by using data (profiles) • Consumer journey - understanding of the digital media consumption and learn from interactions with the campaign Mobile Monday23 Source: Mindshare POV
  21. 21. Mobile Advertising – how it works • When talking about mobile campaigns we mean Smartphones and Tablets • Booking parameters: single site, network, programmatic. • Billing models: CPM and CPC are common – CPX possible • Pricing of Mobile campaigns is different compared with desktop campaigns at most publishers • Optimization in frequency through frequency capping (e.g. 1x/24h/user, 3x/week/user, 5x/campaign/user) is highly recommended. • Most common targeting possibilities are: Device/Operating system, weather, time, type of mobile connection (3G/LTE, Wi-Fi), location. • Thanks to fingerprinting methodology, interest based, socio demographic and other targetings will be reality soon. Mobile Monday24 Source: Mindshare POV
  22. 22. Mobile Advertising – good to know • Ad creation is a challenge due to different specifications depending on operating system and screen size / screen resolution. • Offer of standard formats (such as Rectangle and Wideboard) reduce complexity and became very popular thanks to content near integration. • Responsive Mobile Ads will make their way. • Cookie based conversion tracking is still difficult and normally not possible in Apps – standard deactivation of cookies makes it also more difficult on mobile websites • Future mobile tracking technologies work with user identification based on fingerprints. Mobile Monday25 Source: Mindshare POV
  23. 23. Mobile Standard Ads Smartphones / Tablets Mobile Monday26 • Smaller formats such as Mobile Banners are replaced by larger formats like Mobile Rectangles and Mobile Wideboards • Intestitials/Prestitial (both fullscreen) are recommended for launch campaigns by using a strict frequency capping • Appearance varies from 5 seconds (Interstitials/Prestitials) to 10 seconds for formats where the ad is not layed over the website content • Size of formats may vary from website to website (same for apps). • Most common technologie are HTML5, GIF (animated) and JPEG Source: Mindshare POV
  24. 24. Mobile Video Ads for Smartphones Mobile Monday27 • TV commercials up to 30 seconds are often used as Rolls in order to extend reach of a TV campaign • Spots up to 15 seconds can be shown as Videostitials (autoplay, ending after 20 secs, user initiated closing possible) • Most common video formats can be used, sometimes combined with aditional stills Source: Mindshare POV
  25. 25. Mobile Special Ads for Smartphones Mobile Monday28 • Strong impact animated ads become more an more popular • Swipeable ads such as Cubes or Smart Banners are in trend and still are surprising the user • User interactions on the ad can be measured and analyzed • Eeasy in produtction – only 4 different stills (GIF/JPEG/PNG) and up to 4 URL Source: Mindshare POV
  26. 26. Mobile Video Offers in Switzerland • TV as mass media has come to its limits – mostly younger target groups are consuming TV offers online. • Trend of extend TV reach into digital (including mobile) is here. • Most common formats are Rolls (Pre-/Mid-/Post)Interstitial and Video-Layers. • Huge inventory from different publishers. Mobile Monday29 Source: Mindshare POV
  27. 27. Mobile Advertising - Pricing Mobile Advertising in Switzerland is rather high priced compared with almost every other market. Indicative gross prices for CH market: Mobile Banner CPM CHF 15 to CHF 50 Mobile Banner CPC starting at CHF 0.50 brutto Mobile Banner CPX CHF ? Pre-/Interstitial Smartphone CPM CHF 70 to CHF 100 Pre-/Interstitial Tablet CPM CHF 80 to CHF 100 Rolls (Pre-/Mid-/Post) CPM CHF 30 to CHF 90 Mobile advertising portfolio potential only exhausted by 10% so far. Mobile Monday30 Source: Mindshare POV
  28. 28. Trends in Mobile Advertising • Mobile targeting is getting more precise. • iPhone’s stores locations automatically - locations and recently visited places can be identified (even if GPS is turned off) Targeted Campaigns Source: Adello 2014 Mobile Monday31
  29. 29. Trends in Mobile Advertising • Generating awareness with Mobile Ads. • After clicking a coupon can be stored in Passbook App (iOS). • Interaction and reactivation of the Coupon: - Calendar entry - Push message - Location based activation - Time based activion - Change of stored or reactivation of expired coupon Mobile Couponing Source: Adello 2014 Mobile Monday32
  30. 30. Trends Second Screen • sound recognition of a TV spot • recording by using Shazam App • user will automatically forwarded to a website with further information/competition/offer • synchronization of TV planning with digital mobile campaign • adserving technology allows advertiser to show his mobile campaign while TV commercial is broadcasted Source: Adello 2014 Mobile Monday33
  31. 31. Thank you

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