『英国のモバイル広告市場：ケーススタディ』

Mobile Advertising in the UK

Carl Uminski
March 2011

Somo Ltd – Copyright & Confidential 1

A full service mobile marketing agency

MOBILE WEB SITES
STRATEGIC
CONSULTANCY
APPLICATIONS
BRAND
TRANSITION CREATIVE

YIELD MANAGEMENT
ADVERTISING
CAMPAIGN
MEASUREMENT
PLANNING &
OPTIMISATION
BUYING
DELIVER ROI


The Founding Team
Nick Hynes – CEO Carl Uminski - COO
Chairman, Reward Ltd (current) CTO, Trutap Mobile Social Network
Chairman, Review Centre (current) Head of Mobile Search, Yahoo Worldwide
Non-executive Director, TradeDoubler Co-Founder & CTO, Overture Europe
Founder & CEO, The Search Works  Systems Manager, British Airports (BAA)
Founder & CEO, Overture Europe
Founding team, Airmiles

Simon Edelstyn – Director Dave Evans – Director
MD Europe, Outbrain Inc CTO, SurfKitchen Mobile Portals
MD, Contraco Consulting VP Product Platforms, O2
MD, EQO International CTO BTLooksmart
Distribution Director, Google Europe
GM, BTLooksmart


A selection of our 40+ global clients

4
Somo Ltd – Copyright & Confidential

UK handsets represent a huge brand opportunity

• Affordable data
• Mass wi-fi coverage
• Advanced applications
• Powerful micro-computer
• High spec. camera
• GPS location aware
• Accelerometer
• A wallet

34% + of all mobiles are REAL smartphones today


UK smartphone market within a European context

% smartphone
adoption 34% 34% 25% 37% 36%
No. of smartphone
16M 16M 14M 13M 12M subscribers
100%
% Smartphone Operator Share

90%

80%

70%
Microsoft
60% Android
50% RIM

40% Apple
Symbian
30%

20%

10%

0%

The UK has Europe’s largest volume of high end smartphone users
+ Source: ComScore MobiLense Dec 2010, July 2010


High end smartphones drive the revenue opportunity
Increase in smartphones* Growing proportion of consumer time*
40% 45%
35% 40%
35%
30%
30%
25%
UK 25%
20% Time Spent
US 20%
15% 15% Ad Spend

10%
10%
5%
£771M
0% Missed
120%
YoY increase of mobile activity* Print TV Radio Desktop Mobile
Opportunity
100%
80%
285 M
60%
iab forecast UK mobile ad spend
40%
20%
to increase 211 M

0%
Email News and Social Networking 135 M
IAB Information
Results 86M
51% bought 38 M
50 M

using their mobiles +
Av. Order Value 2009 2010 2011 2012 2013 2014

£14.50+ Source: IAB/PwC Mobile Ad Spend Study April 2010

+ Source: IAB Consumer M-Commerce October 2010, * ComScore MobiLense December 2010

HTML5 and Applications are driving brands to smartphones

FREE PAID
• The majority of apps are paid
• 40% free apps
• Downloading of paid apps is in decline
• Ad funded applications growing


Application stores

+350,000 apps +200,000 apps 50,000 apps
(Est. 7M UK iPhone & iPod) (Est. 1.5M UK Devices)
(Est. 1M UK iPads)

Applications and mobile internet browsers have equal usage*

The average user installs 7 new apps per month, up 40% y/y**

Global mobile app revenue due to hit $35B by 2014***

Source: * Comscore Feb 2011 / ** Flurry statistics / *** IDC


Positioning on mobile matters = success

Challenge of Mobile SEO

• Mobile content often duplicated
from web
• Touch screens UI image focused
• Limited content
• Mobile link building in it’s
infancy
• Most tools (including Google’s)
not optimised for mobile sites

Every element of your SEO strategy needs to be re-thought for mobile
App stores are of key importance


Advertising on mobile is highly fragmented
blind networks

search Stores & social

...which makes buying
a specialist task
premium publishers & operators


Multiple advertising options have multiple formats


Gaming and virtual goods have enjoyed huge success

125 years of Angry Birds £10 per month ARPU from
played daily virtual goods


Luxury global brands pioneer in UK m-Commerce...


The near future

SO LO MO
cial cal bile


Top tips for mobile advertising

1 Understand your
customers need

Create an asset that solves your
2 customers need

Advertise in contexts that are
3 relevant to your consumers

Take advantage of the
4 personal nature of mobile

Track direct actions and research
5 indirect effects of activity


ありがとう

Carl Uminski
carl@somoagency.com
+ 44 7740 758494

『英国のモバイル広告市場：ケーススタディ』

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