MOBILE MEDIA CONSUMPTION: THE WORLD GOES MOBILE FERYAL HEMAMDA MARKETING DIRECTOR, EMEA Wave 2: October 2012
Oct 17, 2014
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MOBILE MEDIA CONSUMPTION: THE WORLD GOES MOBILE FERYAL HEMAMDA
MARKETING DIRECTOR, EMEA
Wave 2: October 2012
625B mobile consumers
18 offices world wide
+900 Employees
165 countries
Touching 40% of mobile Internet users globally, on average 200 times a month
North America
Latin America Africa
119 M
22 M 35 M
149 M 246 M 16 M
NORTH AMERICA EME
JPAC APAC
AFRICA LATIN AMERICA
Simplifying Mobile Advertising
Simplify Mobile Creative
The Leading HTML5 Ad Creation Platform
Simplify Mobile Analytics &
Research
Universal Analytics & Research Solutions
Simplify Mobile Reach
Largest Independent Mobile Ad Network
Mobile Advertising Timeline
First Mobile Banner Ad
Simple Rich Media Ads
Immersive Rich Media Experiences
2004 2011 2010 2000
1ST TEXT AD SMS
Tablet Ads Introduced
Touch & Gestures Introduced
Mobile Inline Video
2007 2012
The Future of Mobile
Advertising!
Technology Penetration
Years to reach 50 million market Audience
Source: Yext – Hello Generation Mobile
Mobile Media Consumption
Objectives: v Understand mobile media
consumption and how it’s changing over time
v Examine the relevance of
mobile to consumers around the world
v Provide a holistic
overview of how mobile is evolving around the world as well as within specific markets
In the UK, mobile web time is “me”
time: it’s usually a personal
rather than a shared media experience
Mobile is Part of Daily Life
71% While watching
TV
64% Waiting for someone
67% Lying in bed
39% Commuting
32% Spending time with
family
36% Shopping
28% In the bathroom
28% social event
Source: InMobi Media Consumption MAR 2012 Sample size: n = 999
6.4 apps ACTIVELY USED IN LAST 30 DAYS
Of all the apps you currently have, how many have you actively used in the last 30 days?
8%
48%
26%
9% 9%
None 1 - 5 6 - 10 11 - 15 Over 15
Question not asked in US and UK, Base: Smartphone user 6 market average n=5,492 (Australia n=734; China n=1,530; Germany n=217; India n=1,535; Japan n=551; Korea n=924) Decision Fuel & InMobi
Device Day-Part
Source: InMobi/Mobext (UK) May 2012
Multi-Screen Time
13
62% of mobile web users engage in mobile activities while watching TV
Base: Global Mobile Average n=9,869
The Impact of Mobile
WHAT we purchase hasn’t changed
HOW we shop is evolving…
Currently, gathering information takes precedence for mobile shoppers and helps to drive customers in store.
Mobile Shoppers gather information
Source: On Device Research, "Mobile in the Retail Store," Feb 2, 2012
0% 5% 10% 15% 20% 25% 30% 35% 40%
Buy items through mobile phone
Look up product specifications
Scan in barcodes to compare prices
Look for a mobile discount code/
Look at product reviews
Email or social networks
Compare prices
In-Store Mobile Shopping Activities of UK Mobile Internet Users, Jan 2012
(% of respondents)
69% of tablets owners make a purchase on their device across the average month
Source: InMobi/Mobext May 2012
Shopping and Devices
Source: InMobi/Mobext May 2012
Levi’s - Interacting with the Brand
Consumers can interact with the products and brands and how they are relevant to them as well as be driven to a specific call to action – making a purchase
Mobile is Continuously Evolving
Touchscreen & Sensors
4
Multimedia 3Data 2
Voice 1
Text news
Mobile Internet
Games & Movies
SMS ads Banner Ads
Rich media
Dynamic ads
Technology Content
Ads
Context
Integrated solutions
App & web Ecosystem
AUDIENCE Centric advertising
Create a Brand Experience
Ford B-Max
Creating an in-ad gaming experience (gameification) to drive user engagement and brand awareness
2012 IAC Awards Winner
2012 Digiday Awards Finalist
SHOWCASE ENTERTAINMENT: Sega Samurai Bloodshow
View product variants
View detailed product Info
Drive commerce
Social sharing
• Content structured by device fingerprint
• Retargeting of purchase funnel
• Product discovery and purchase
INNOVATION:
Real-Time Dynamic Ads
INNOVATION:
SoLoMo
INNOVATION: Tweet-vertising
INNOVATION: Zombify Yourself
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Thank you.