Mobile Advertising

Mobile advertising

Statistics

US

"M:Metrics' monthly Benchmark Survey, 6.1 million mobile subscribers said they were likely to view mobile video in the coming year. In comparison, 5.3 million downloaded a mobile game in September.

39.4 million Americans with multimedia-enabled phones

Twenty seven percent of the 1.6 million subscribers who accessed a short video clip in September did so at least once per week, and 51 percent of the 1.4 million subscribers who viewed streaming video accessed it multiple times throughout the month. About 10 percent of mobile subscribers said they were likely to view a TV or video clip in the coming year, and 6.5 percent expressed interest in subscribing to a live TV service."

89% of Major Brands Planning to Market via Mobile Phones by 2008; Mobile Marketing to Accelerate with More Than Half of Brands Planning to Spend up to 25% of Marketing Budget

February 21, 2006

LONDON--(BUSINESS WIRE)--Feb. 21, 2006--Major brands are shifting significant marketing resources to marketing via mobile phones, according to an independent survey of 50 brand name companies commissioned by Airwide Solutions, the mobile infrastructure software provider. By 2008, 89% of brands will use text and multimedia messaging to reach their audience, with nearly one-third planning to spend in excess of 10% of marketing budgets on the medium. In five years over half of brands (52%) expect to spend between 5% and 25% of total marketing budget on mobile marketing.

40% of brands have already deployed text messaging campaigns, and 18% have deployed multimedia messaging (MMS) campaigns.

Examples

M&M Europe 2/28/2007

"Lexus Hybrid will have banner adverts on the mobile site at launch and also have a pre- and post- advertising roll on the ‘World News Now’ two minute video update, available to all 3G users of CNN Mobile.....

Piers Noller, from Zed Media said “Our aim is to use strategies that incorporate Lexus Hybrid into the busy lifestyles of European businessmen and advertising on a mobile platform is an excellent way to do this. There is a synergy between the brand position of CNN Mobile and the technologically advanced Lexus Hybrid which makes this the ideal platform for this campaign.” ' ( http://www.mandmeurope.com/news.asp?id=23780 )

Why Mobile Advertising?

"Mobile devices are likely to play as large a role in marketing in the future as fixed television & broadband computer-based internet applications do today. Mobile offers the combination of persistent use, mobility, targeting, interaction and data richness. With leading carriers such as Sprint accelerating the opportunities in mobile advertising, marketers will have more choices to engage and add value to their customers."

Rishad Tobaccowala,
Chief Executive Officer,
Denuo (a Publicis Groupe Company) in http://www.sprintmedianetwork.com/about.php

Ad Agencies rush into mobile.

Types of US consumers from ComScore study

The Cellular Generation – Ages 18 to 24, these young adults grew up with cell phone awareness, experiencing cell phones as a part of their everyday lives.

Transitioners – Ages 25 to 34, these people fall in between two distinct groups: those who grew up with cell phone knowledge and those who did not. Cell phones began to infiltrate everyday life during their teen years and early adulthood.

Adult Adopters – Age 35 or older, this group was not exposed to cell phone until adulthood. Adult Adopters tend to have the most functional view of cell phones, with many requiring just the basics and showing limited interest in emerging technologies.

Approximately one-quarter of both the Cellular Generation (26 percent) and Transitioners (25 percent) said that “trendiness” was of high importance when selecting a cell phone, as compared to just 10 percent of Adult Adopters. Additionally, 41 percent of Cellular Generation consumers strongly agree with the statement “I like my cell phone to be personalized” with options such as color schemes and ring tones, while only 19 percent of Adult Adopters feel the same.

Cell Phone Attitudes by Consumer Segment October 25, 2006 – November 1, 2006 n = 1,708 Source: comScore Networks Wireless Report
	Percent of Respondents
	Cellular Generation	Transitioners	Adult Adopters
*High Importance When Selecting a Wireless Carrier**
Text-Messaging	57%	43%	23%
Multimedia Messaging	18%	18%	8%
Instant Messaging	25%	22%	13%
*High Importance When Selecting a Cell Phone**
Text Messaging	58%	46%	30%
Camera	42%	37%	30%
Trendiness	26%	25%	10%
MP3 Player	20%	19%	8%
I like my phone to be personalized (i.e. color, ring tones, etc.)**
Strongly Disagree	13%	25%	45%
Strongly Agree	41%	32%	19%

* High importance = selecting a 6 or 7 rating on a 7-point scale

** Strongly disagree = selecting a 1 or 2 rating; Strongly agree = selecting a 6 or 7 rating on a 7-point scale

Transitioners Most Likely to Access the Internet on their Cell Phones

More than three-quarters of both the Cellular Generation and Transitioners have the option to access the Internet on their cell phones, but Transitioners (29 percent) are more likely to subscribe to Internet services than the Cellular Generation (23 percent). Adult adopters have been the slowest to adopt this behavior, with just 13 percent currently subscribing to the Internet on their cell phones while 42 percent either lack, or are unaware of the option of doing so.

Young Japanese say cellphones changing their lives

Sat Mar 3, 2:12 AM ET AFP

Almost all young Japanese say mobile phones have changed their lifestyles, with nearly one-third of them confessing to spending three hours or more a day on their mobile, a survey says.

Japan is the pioneer of third-generation telephones, which allow advanced functions such as Internet browsing and online shopping.

Of Japanese aged 20 to 40, some 16 percent say they spend three to five hours a day on their mobiles. Nine percent use their phones for five to 10 hours -- and four percent spend even more than 10 hours a day.

The survey by Nepro IT Co. Ltd. found:

Ninety percent of participants in the latest survey said that mobile phones have changed their lives in some way.

A mere 16 percent of young Japanese say they only use their mobile phones for the "old-fashioned" functions of chatting and sending text messages.

For 40 percent, online shopping was the most popular service available on mobile phones, followed by 38 percent who most enjoyed downloading music.

Japan has more than 100 million cellphone subscriptions in a population of 127 million, an industry group said last month. Two-thirds of mobile users have opted for third-generation handsets.

Mobile Content Usage is Higher in Developing Countries

By Enid Burns | March 2, 2007

Mobile users in third world countries express a stronger desire for content and advanced features, according to a "Global Mobile Mindset Audit" study released by the Forum to Advance the Mobile Experience (FAME), part of the CMO Council and Global Market Insight (GMI), and sponsored by Palm.

U.S. users lag most behind other countries in terms of accessing the Web, or wanting access, using cellular phones. In the U.S., 22.6 percent find the feature important or very important. Other countries exhibit higher demand: Western Europe (30.4 percent); Eastern Europe (53.9 percent); Asia (56.4 percent); and Latin America (63.5 percent).

"The difference between developing countries and the U.S. and Western Europe really is played out throughout the survey in terms of advanced services and how interested users are in accessing them," said Dave Murray, director of the CMO Council's FAME Group. "The new mobile power user is really in emerging markets. There is a population in these markets that is interested in using and willing to pay for advanced services."

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© 2007 Gloria Boone