34. >3 hrs 2-3 hrs 1-2 hrs 30 min-1 hr Daily, <30 min Less than daily I don’t
3%
4%
13%
16%
22%
15%
24%
“More than an hour daily”: 61%
“At least daily”: 90%
...but most people have better things to do.
Mobile Web Usage Frequency, 16-24 year-old users
Source: Infinita,April 2008
35. Advertising Spendings 2008,YoY Change
Sources: Dentsu, February 2009
Online (PC)
10%
Mobile
Newspapers
14%
Magazines
7%
Radio
3%
TV
32%
Transport
6%
Ad Inserts
4%
Direct Mail
7%
Free Papers
6%
PoS
3%
YP
1%
Other
5%
-13%
Japanese Advertising Market
Expenditures by media type and year-on-year growth
+12%
-11%
-7%
-4%
2%
+60%
36. 2003 2004 2005 2006 2007 2008 2009 2010 2011
1,284
1,108
928
913
621
390
288
180
100
Mobile Advertising
Media and production expenditures 2003-2011
in $ million
Source: Dentsu, 2003-2009
40. Media: Mobile, Online,TV
Agency: Bascule Inc.
Client: Unilever/AXE Deodorant
Date: February to March 2008
Sign up for campaign on AXE mobile site or PC
site
Set up personalized wake-up call times to
mobile via PC website
Immediately get confirmation call to mobile,
synched with video of girl on PC screen
Collect 1 of 14 wake-up girl Flash wallpapers for
your mobile as reward per each call - unlock
“secret character” at the end
Get free branded mobile application (alarm
clock + “Tamagotchi Girl”)
200,000 UU and 1 million PV (first 2 weeks)
Campaign Examples
AXE “Wake-up Service, Inc.”
Source: Bascule Inc.
41.
42.
43.
44. Media: Mobile, Online, OOH,TV
Agency: GT Inc.
Client: NHN
Date: Summer 2008 (3 months)
Phase 1:“Hangao” face morphing game (mobile
email-based)
Phase 2:TV and creative OOH campaign
promoting the mobile site
“Instant lottery” via NFC chip embedded in
OOH figures
150,000 Hangao participants, 10% of which
converted to Hange.jp users
At peak, 9-fold increase in daily new
subscriptions for Hange.jp
After campaign, number of monthly new
subscribers doubled
Campaign Examples
Hange.jp “Half of Life is a Game”
Source: GT Inc.
45.
46.
47.
48. Media: Mobile
Agency: Mobile Art Lab
Client: Sony Music
Date: December 2008 to February 2009
5 “pair movie” episodes featuring the song
downloadable for free from Sony Music mobile
site
Built-in viral element: social viewing experience
Featured on front page of several newspapers
400,000 movie views in first month
Song downloaded 200,000 times in first week
2 million (paid!) song downloads and 150,000
CD singles sold
Campaign Examples
Sony Music “JUJU Pair Movie”
Source: Mobile Art Lab
50. Media: Mobile, Online
Client: Honda
Date: Since November 2008, ongoing
Virtual Mobile Hitchhiking Game, tied to real-
world movements, with social component
“Experience mobility through other people’s
movements, and have fun in the process”
More than 20,000 users and more than 2 million
page views in first 2 months
Almost 1.8 million km “traveled” to date
Campaign Examples
Honda “K-tra”
Source: Mobile Art Lab
54. Media: Mobile, Online,TV, OOH
Agency: Bascule Inc.
Client: Unilever/AXE Deodorant
Date: September to November 2008
“Chocoman Hunter” campaign for “Dark
Temptation” fragrance
Collect Chocoman QR Codes to gather points
(OOH and from friends’ mobiles’ screens)
Prize: 1% of AXE sales during campaign period
(amount could be checked online)
Recruited friends automatically become
competitors
Campaign Examples
AXE “Chocoman Hunter”
Source: Bascule, Inc.
70. Interest Search Action Share
Broad Reach Targeted Reach Search
Access Tools
PoS
Mobile Site
Carrier Menu
!"#$!!
Mobile Email Ads
Mobile SNS
Fashion
News&Sports
TV Guide
Location/Maps
QR
Short Codes
Visual Search
NFC
Mobile Email
Mobile SNS
Attention
Social