the rules of mobile advertising
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2010년 5월 25일, 산업교육연구소 발표자료TRANSCRIPT
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The Rules Of Mobile Advertising
모바일 광고 시장 트렌드 및 신 비즈니스 수익 모델
2010. 5. 25.mobizen
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Mobile Tsunami Is Coming.Are You Ready For This?
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Do You Think It’s Still Small Market?
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4.6BillionMobile Phone For
66.7% Of Earth
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0
1.00
2.00
3.00
4.00
0.09 0.200.60
1.20
2.20
3.60
20092010
20112012
20132014
Global Mobile Data Traffic
(Unit : EB/month)
40X From 2009 To 2014
- Source : Cisco
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We Must Ride Mobile Wave, Now.
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So Far...
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Now, We Have To Discuss The Business Model.
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It Was Simple.
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The Types Of Mobile Business Model
Sell Application & Contents
Mobile Advertising
Subscription Fee
Transaction Fee
Sell Device
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0
1
3
4
5
1.31.7
2.1
2.8
3.5
4.5
20072008
20092010
20112012
Korean Mobile AD. Market Size Trend
(단위 : 천억원)
- Source : Frost & Sulivan
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VS.
Price : $750 MRevenue in 2009 : $70 M
Price : $265 MRevenue in 2009 : $30 M
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What Is Mobile Advertising?
Is It?
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Sell Your Brand In Here
It Is Different With PC Web.
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I Will Give You 7 Rules.
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Rule #1, Mobile Is Immediate.
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1.8 M In 3 Weeks.
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Rule #2,Mobile Is The Shadow Of Consumer.
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0% 7.50% 15.00% 22.50% 30.00%
27%
26%
25%
23%
19%
17%
Locate Near By POI, Shop, or Services
Find Where You Are On A Map
Use A Navigation Service
Get Text Based Directions
Locate Friend & Family
Send Current Location To Personal Contacts
- Source : Mobile Marketing Association,(2010. 4. 20)
Mobile LBS Used By US Users
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“As Mayor Of This Store,Enjoy $1 Off”
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Rule #3,Use A Rich Echo System.
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App-vertising
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Rule #4,Don’t Sell The Product, Yet. Sell Your Brand!
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0%
0.23%
0.45%
0.68%
0.90%
0.48%
0.83%
Mobile
Non-Mobile
Mobile vs. Non-Mobile AD CTR
- Source : Chitika Network
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Home Furnishings
Food Retail
Computer Hardware
Specialized Consumer Services
Movies & Entertainment
Internet Software & Services
Automobile Manufacturers
Publishing
Broadcasting & Cable TV
Mobile Contents
Mobile Banner ADs Instances By Sector
0% 5% 10% 15% 20% 25% 30% 35% 40%- Source : comScore
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http://www.youtube.com/watch?v=P71IoNJodkY
iPint- Carling from Coors Brewers
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Branded Application
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0% 15% 30% 45% 60%
58.3%
12.7%
8.8%
5.4%
3.4%
2.9%
2.5%
2.0%
상품 및 기업에 관심 증가
타인에게 전달
캠페인이나 게임 참가
회원가입
해당 기업의 유료서비스 이용 고려
블로그나 게시판에 전파
매장에서 구입
사이트에서 구입- Source : 일경 BP Consulting
Branded Application 을 접한 후의 사용자 반응
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Rule #5,It Isn’t Easy To Type In Mobile Device.
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Mobile Tagging
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http://www.pepsi.co.uk/QRSteps.aspx
PEPSI Event In UK
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Softbank Booth Girl in ’08 Tokyo Game Show
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Northwest Airlines
N Building
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iPod nano Promotion In Subway Station
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We Need The Distribution Platform For It.
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Google’s Favorite Place
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Daum Will Make It, Too.
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Rule #6,Landing Page Must Be Various.
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0% 25% 50% 75% 100%
38%
21%
18%
24%
37%
37%
39%
34%
25%
42%
43%
41%
전체
모바일쿠폰
개인화광고
광고포함 무료컨텐츠
부정적 중립적 긍정적
- Source : Mobile Entertainment II
모바일 광고에 대한 소비자 거부감
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Total Mobile Coupon Retail Redemption Value
- Source : Borrell Associates
0
1750
3500
5250
7000
3.30 7.207.15 86.40 373.70
1055.30
2242.40
4101.60
6598.50
2006 2007 2008 2009 20102011
20122013
2014
(단위 : Million $)
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SKT 기프트콘 사용 추이
- Source : 전자신문
0
175
350
525
700
2006 2007 2008 20090
750
1,500
2,250
3,000
3
570
1,600
2,100
1
245
400
700
거래 건수 서비스 매출
(단위 : 천만원, 만건)
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58%25%
17%
20s 30s Other
- Source : 전자신문
Age In SKT 기프트콘
68%
21%
11%
Yes No Not Sure
- Source : miBuys
Interested In Receiving Discount Coupons via Mobile
* The Female Answerer
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The Place Where Use Mobile Coupon
- Source : Pointon Research
0%
23%
45%
68%
90%
Fast Food CD, Video Rental Family Restaurant Purchasing Goods Public Restaurant
20.2%20.9%
34.0%34.3%
81.8%
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Rule #7,Don’t Forget Mobile Web.
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0% 8% 15% 23% 30%
28.4%
22.5%
19.6%
17.1%
15.4%
14.8%
7.1%
Mobile Web
SMS
SNS
MMS
LBS
TV/VOD
Game
매체별 모바일 광고 회신율
- Source : Brightkite/Gfk NOP Research
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Rule #1, Mobile Is Immediate.
Review
Rule #2, Mobile Is The Shadow Of Consumer.
Rule #3, Use A Rich Echo System.
Rule #4, Don’t Sell The Product, Yet. Sell Your Brand!
Rule #5, It Isn’t Easy To Type In Mobile Device.
Rule #6, Landing Page Must Be Various.
Rule #7, Don’t Forget Mobile Web.
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http://www.mobizen.pe.kr@mobizenpekr
Thanks For Listening.