『英国のモバイル広告市場:ケーススタディ 』
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『英国のモバイル広告市場:ケーススタディ 』~インターネット産業のパイオニアに聞く!今後3年間の急展開とモバイル収益ストリーム~SOMO社COO カール・ウミンスキー 氏TRANSCRIPT
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Mobile Advertising in the UK
Carl Uminski
March 2011
1Somo Ltd – Copyright & Confidential
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MOBILE WEB SITES
APPLICATIONS
CREATIVE
A full service mobile marketing agency
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YIELD MANAGEMENT
MEASUREMENTOPTIMISATION
DELIVER ROI
ADVERTISING CAMPAIGN
PLANNING &BUYING
STRATEGICCONSULTANCY
BRANDTRANSITION
Somo Ltd – Copyright & Confidential
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The Founding Team
3Somo Ltd – Copyright & Confidential
Nick Hynes – CEOChairman, Reward Ltd (current)Chairman, Review Centre (current)Non-executive Director, TradeDoublerFounder & CEO, The Search WorksFounder & CEO, Overture EuropeFounding team, Airmiles
Dave Evans – DirectorCTO, SurfKitchen Mobile PortalsVP Product Platforms, O2CTO BTLooksmart
Carl Uminski - COOCTO, Trutap Mobile Social NetworkHead of Mobile Search, Yahoo WorldwideCo-Founder & CTO, Overture Europe Systems Manager, British Airports (BAA)
Simon Edelstyn – DirectorMD Europe, Outbrain IncMD, Contraco ConsultingMD, EQO InternationalDistribution Director, Google EuropeGM, BTLooksmart
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A selection of our 40+ global clients
Somo Ltd – Copyright & Confidential4
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UK handsets represent a huge brand opportunity
Somo Ltd – Copyright & Confidential 5
34% + of all mobiles are REAL smartphones today
• Affordable data
• Mass wi-fi coverage
• Advanced applications
• Powerful micro-computer
• High spec. camera
• GPS location aware
• Accelerometer
• A wallet
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UK smartphone market within a European context
Somo Ltd – Copyright & Confidential 6
The UK has Europe’s largest volume of high end smartphone users
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Microsoft
Android
RIM
Apple
Symbian
16M 16M 14M 13M 12M
34% 34% 25% 37% 36%% smartphoneadoption
No. of smartphonesubscribers
% S
mar
tph
on
e O
pe
rato
r Sh
are
+ Source: ComScore MobiLense Dec 2010, July 2010
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High end smartphones drive the revenue opportunity
IAB
Results
£771M Missed
Opportunity
Av. Order Value £14.50+
51% bought
using their mobiles +
+ Source: IAB Consumer M-Commerce October 2010, * ComScore MobiLense December 2010
10%
15%
20%
25%
30%
35%
40%
UK
US
Increase in smartphones*
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Print TV Radio Desktop Mobile
Time Spent
Ad Spend
Growing proportion of consumer time*
0%
20%
40%
60%
80%
100%
120%
Email News and Information
Social Networking
YoY increase of mobile activity*
MM
M
M
M
M
Source: IAB/PwC Mobile Ad Spend Study April 2010
3850
86
135
211
285
2009 2010 2011 2012 2013 2014
iab forecast UK mobile ad spend to increase
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HTML5 and Applications are driving brands to smartphones
Somo Ltd – Copyright & Confidential 8
FREE PAID
• The majority of apps are paid• 40% free apps• Downloading of paid apps is in decline• Ad funded applications growing
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Application stores
Somo Ltd – Copyright & Confidential 9
Applications and mobile internet browsers have equal usage*
+350,000 apps
(Est. 7M UK iPhone & iPod)
(Est. 1M UK iPads)
+200,000 apps
(Est. 1.5M UK Devices)
50,000 apps
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
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Positioning on mobile matters = success
Somo Ltd – Copyright & Confidential 10
Every element of your SEO strategy needs to be re-thought for mobile
App stores are of key importance
• 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
Challenge of Mobile SEO
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Advertising on mobile is highly fragmented
Somo Ltd – Copyright & Confidential 11
blind networks
search Stores & social
...which makes buying a specialist task
premium publishers & operators
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Somo Ltd – Copyright & Confidential
Multiple advertising options have multiple formats
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Gaming and virtual goods have enjoyed huge success
Somo Ltd – Copyright & Confidential 13
125 years of Angry Birds played daily
£10 per month ARPU from virtual goods
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Luxury global brands pioneer in UK m-Commerce...
Somo Ltd – Copyright & Confidential 14
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The near future
Somo Ltd – Copyright & Confidential 15
SOcial LOcal MObile
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Top tips for mobile advertising
Somo Ltd – Copyright & Confidential 16
Understand your
customers need
Take advantage of the
personal nature of mobile
Advertise in contexts that are
relevant to your consumers
Track direct actions and research
indirect effects of activity
Create an asset that solves your
customers need
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