Day1 research stream_1515_europe_mobile_advertising_market
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This document discusses mobile media trends across Europe based on consumer insights. It notes that mobile internet subscribers now number over 5 billion globally, and that people have grown highly attached to their mobile devices. The International Advertising Bureau's Europe mobile committee aims to provide market education, insights, and guidelines for the mobile industry. The document then presents data on mobile ownership, internet usage, and activities in different European countries. It analyzes trends in mobile advertising, commerce, and the blending of mobile with other media.
Day1 research stream_1515_europe_mobile_advertising_market
- 1. dK'd,Z KZsZ KE/E dZ /d/KE D/ Mobile media: consumer insights across Europe
- 2. dK'd,Z KZsZ KE/E dZ /d/KE D/ 1995 Internet media was born
- 3. dK'd,Z KZsZ KE/E dZ /d/KE D/ 2011 What’s going on around mobile?
- 4. dK'd,Z KZsZ KE/E dZ /d/KE D/ mobile eligible as a mass media TV Personal Internet Mobile households computers users subscribers 1.5B 0.9B 1.3B 5.1B Source : BBDO, Orange, Yankee group
- 5. dK'd,Z KZsZ KE/E dZ /d/KE D/ people love their mobiles 2x as many people would keep their mobile over TV 78% of people have their mobiles on at all the times 68 min – average time to report a lost mobile (vs 26 hours for a wallet) Source : BBDO
- 6. dK'd,Z KZsZ KE/E dZ /d/KE D/ IAB Europe mobile committee market education market insights measurement guidelines Ludovic Levy case studies Chairman of mobile committee Director of mobile advertising, Orange FT networking Group
- 7. dK'd,Z KZsZ KE/E dZ /d/KE D/ collective personal
- 8. dK'd,Z KZsZ KE/E dZ /d/KE D/ interactive anonymous personal static beyond its own attributes, mobile makes all media interactive
- 9. dK'd,Z KZsZ KE/E dZ /d/KE D/ # pixels Value 2000 K 800 K 400K intrusiveness
- 10. dK'd,Z KZsZ KE/E dZ /d/KE D/ Mobile consumer insights reach, usages, activities multiple sources local legitimacy MobiLens™
- 11. dK'd,Z KZsZ KE/E dZ /d/KE D/ Across19 European countries
- 12. dK'd,Z KZsZ KE/E dZ /d/KE D/ INSIGHTS Mobile ownership Mobile internet penetration Mobile media activities Mobile advertising Mobile commerce
- 13. dK'd,Z KZsZ KE/E dZ /d/KE D/ Mobile ownership in Europe MAP • • d ' , , Z Z / ^
- 14. dK'd,Z KZsZ KE/E dZ /d/KE D/ 3 groups of mobile internet markets* • D Z ^ • E h ' • ^ / d W ^ * reach on mobile population usage over last week
- 15. dK'd,Z KZsZ KE/E dZ /d/KE D/ Mobile media usage in Turkey • • W / • d W
- 16. dK'd,Z KZsZ KE/E dZ /d/KE D/ Activities on mobile media • • / • ^ Z
- 17. dK'd,Z KZsZ KE/E dZ /d/KE D/ Media meshing • D / • t / ds
- 18. dK'd,Z KZsZ KE/E dZ /d/KE D/ Mobile advertising: relevant for consumption • D , Z • / d W • / ^D^ / ^
- 19. dK'd,Z KZsZ KE/E dZ /d/KE D/ M-commerce MAP • W D W • ^ ' h ' / ' / , / • D ^
- 20. dK'd,Z KZsZ KE/E dZ /d/KE D/ THANK YOU Bruce Hoang, group marketing director, orange advertising