Nicky Iapino discusses the growth of mobile internet and performance marketing. Research shows mobile internet is growing faster than desktop internet ever did. A case study is presented showing how driving mobile traffic to a Vodafone call center converted users to customers. Mobile advertising revenues in Western Europe are predicted to grow over 100% annually through 2013. The document advocates that all marketers should be thinking about mobile opportunities.
21. It’s global, and every region brings something to the party based on it’s mobile connectivity/ wants/ needs/ income level
22. The US has grabbed the leadership after ignoring mobile for more than a decade – thanks to the likes of Google, Apple, Amazon – including a lot of start-up’s and Silicon Valley is hotting up again
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25. Computing growth drivers over time, 1960 – 2020More than Just Phones SmartphoneKindleTabletMP3Cell phone / PDACar Electronics GPS, ABS, A/VMobile VideoHome EntertainmentGamesWireless Home Appliances Source: ITU, Mark Lipacis, Morgan Stanley Research
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28. Daily usage breakdown, % of Time Spent on Each Activity:Average US cell phone user iPhone User 40 minutes per day 60 Minutes Per DaySource: iSuppli ConsumerTrak survey, 10/08, Morgan Stanley Research
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30. Mobile display ad revenues will grow from 14 million Euros in 2008 to 1.1 billion Euros in 2013, a 138.3 % CAGR
31. Western Europe leads the United States in adoption and monetization of mobile local media, primarily due to the greater number of mobile handsets in the region — 499 million in 2008, compared with 266 million in the United States
32. In addition to more mobile subscribers, the rapid proliferation of smartphones is helping drive growth in mobile advertising
33. The number of smartphones in Western Europe will grow at a 35.7 % CAGR during the forecast period, from 32 million in 2008 to 149 million in 2013Source: THE KELSEY GROUP’S ANNUAL FORECAST; WESTERN EUROPE MOBILE SEARCH AND DISPLAY 2008 – 2013
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38. Wired Internet advertising market growth by component in % Note: Western Europe including Austria, Belgium, Denmark, Finland, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland and UK jjjj Source: PriceWatersCoopers LLP, Wilkofsky Gruen Associates
44. Some CPA trials had been done already, but due to lack of understanding on the Advertiser’s part, these trials have failed!
45. Mobile is important, but a learning process has to take place – a change in payment model for example – cost per call and cost per lead models??
46. Even with CPC and CPL there are very few Advertisers with m-commerce sites/apps, so this will take time and work to build. But an Advertiser doesn’t necessarily need a full m-commerce page to engage customers
47. There are no budget or commercial barriers – pay for performance
48. A re-education of the market and understanding of engagement needs to be realized
54. Built mobile pages on behalf of Vodafone that were user friendly for all type handsets and that would drive a clear call to action (example included overleaf)
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56. News Flash!!!! Apple patents “iTravel”, a mobile booking and ticketless check-in App for iPhone!! Apple has filed a patent for a travel app called iTravel that books flights, hotels and car reservations, as well as providing ticketless check-in using Near Field Communications (NFC), a short-range wireless technology. Apple has already indicated its interest in the ticketing space by filing a patent for "Concert Ticket +", an event ticketing system linked to iTunes. But this is the first indication that the company is actively looking to target the travel vertical. Mobile Times
59. Performance on the Internet represents around 10% of online advertising spend, mobile will follow this trend as a minimum
60. Tests have shown mobile converts traffic to customers “Mobile performance ad revenues will grow from 1,4 million Euros in 2008 to >110 million Euros in 2013, a 138.3 % CAGR in Western Europe”
We have watched these tech transformation’s before, but some things seem a bit different with the mobile internet!!Make no mistake, Apple (and other’s) are not just trying to upset the mobile phone market. THEY ARE transforming how:COMMUNICATION WORKSNEWS AND ENTERTAINMENT ARE DISTRIBUTEDGOODS AND SERVICES ARE PURCHASEDANDHOW WE CONTROL ALL THIS STUFF FROM A DEVICE WE CAN HOLD IN OUR HAND AND POP IN OUR POCKETS OR HANDBAGS
This slide demonstrates the all the computing cycles and from the Mainframe is 1970 to the mobile Internet today. The difference in units is obvious by the arrow in the graph – this is because systems and connections are improving so with mobile, handsets are easier to access and network distribution is better.There are 10 times the amount of mobile phone units than there are desktop units!!!
Mary Meeker starts at 5:40
Doodle Jump was downloaded already 4 million times. Multiply with 0,79 Euro is 3.160.00 EURO!!!!
Doodle Jump was downloaded already 4 million times. Multiply with 0,79 Euro is 3.160.00 EURO!!!!