MMA III Mobile Marketing Expediture in Spain 2010
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MMA III Mobile Marketing Expediture in Spain 2010
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MMA III Mobile Marketing Expediture in Spain 2010
- 1. 3rd Study on Mobile Marketing Spending in Spain November 2010 Sponsor Premium sponsors
- 2. • Accenture has conducted this study in collaboration with the MMA since its first edition in 2008. The development of methodology for gathering information and further treatment is designed evenly over the three years so that the results have had a historical relationship between them that supports the strength of the estimations. • We want to highlight the joint effort with the MMA in the collection of questionnaires, which this year has reached the figure of 31 companies and 14 advertisers, resulting in the most comprehensive study on mobile advertising and marketing in the world today. Accenture is a global management consulting, technology services and outsourcing company, with approximately 204,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$21.6 billion for the fiscal year ended Aug. 31, 2010. Its home page is www.accenture.com.
- 3. Index Objectives and Methodology Marketing Mobile Scope Marketing Mobile Spending Future Trends Advertisers’ view Premium sponsors Sponsor
- 4. 3rd Study on Marketing Mobile Spending: Objectives This third wave of the study on investment in marketing and mobile advertising in Spain covers the following objectives: • Quantify ad spending devoted to marketing and mobile advertising in 2010 • analyze and to spread the sector economic relevance In order to achieve that, a methodology based on the collaboration with other MMA associated companies have been accomplished. They have expressed their point of view about the sector throughout the following surveys. This survey aims to get information about done and/or received investment It allows us to have a knowledge about challenges, forecast and point of view about marketing mobile in Spain. It allows us to have a knowledge about advertiser challenges, forecast and point of view about marketing mobile in Spain Premium sponsors Sponsor
- 5. Participant enterprises on 2010 Study Surveys have been collected during July to October 2010. In this edition, 31 associated companies have taken part in the study. They represent the different typologies that MMA represents. • Mobile phone operators • Interactive agencies. • Technology and contents creators. • Marketers In addition, this edition has enjoyed the cooperation of 14 advertisers: BBVA, Caja Madrid, Procter&Gamble, Real Madrid, Toyota, Turismo de Barcelona, Vanity Fair, Acción contra el Hambre, Carrefour, Caser, Celta, Sogecable, BMW motos, Panrico Premium sponsors Sponsor Non MMAAssociated companies: Always, Mobivery, Wantham, Equmedia XL
- 6. Index Objectives and Methodology Marketing Mobile Scope Marketing Mobile Spending Future Trends Advertisers' view Sponsor Premium sponsors
- 7. Mobile Marketing definition Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network. Display Search Marketing móvil Bluetooth SMS MMS Aplicaciones Advergaming Contents and Aplicacations VoiceCuponning MessengerProximityMobile advertising What does marketing mobile contain? Premium sponsors Sponsor
- 8. Index Objectives and Methodology Marketing Mobile Scope Marketing Mobile Spending Future Trends Advertisers' view Sponsor Premium sponsors
- 9. USA Marketing Mobile investment Evolution Marketing Mobile in 2011 will represent a market close to a billion dollars in USA Marketing mobile investment in USA (2007-.2012e)(Million Dollars) Source: emarketer September 2010. Includes display, search y messenger Premium sponsors Sponsor
- 10. Investment in advertising in Spain Forecasting 2010 Different forecastings reflect a serious crisis on advertising market in Spain The only growth media is the interactive one. Source: Infoadex july 2010, Arce Media july 2010, Zenith Media october 2010 Forecasting % variation on advertising investment 3,5 -1,0 -0,5 7,4 2,0 1,5 13,5 10,5 10,8 10,9 Infoadex 1st Hallf 10 Arce I2p 2010e Zenith Vigia 2010e Total advertising Tv The Internet Mobiles Premium sponsors Sponsor
- 11. Mobile Marketing in Spain for 2010 EUR 38 million 17.8% growth Premium sponsors Sponsor
- 12. Investment in Marketing Mobile in Spain. Evolution Despite the crisis on advertising market, activity during 2010 will exceed 38 million (€), with a 17,8% growth versus 2009 for all marketing mobile activities. . Source: Quantitative and qualitative survey MMA. Spain. 2010 Including technology, production and investment Marketing mobile investment evolution. 15,1 28,6 32,3 38,0 2007 2008 2009 2010e +89% +13,3% Marketing mobile investment in Spain +17,8% Premium sponsors Sponsor
- 13. 15,1 28,6 32,3 38,0 56,0 89,2 2007 2008 2009 2010e 2011e 2012e Investment in Marketing Mobile in Spain. Evolution Marketing mobile investment evolution. Source: Quantitative and qualitative survey MMA. Spain. 2010 Including technology, production and investment +89% +13,3% +18% CAGR 2010 - 2012: 53% +47% +59% Sector forecasts for 2012 are optimistic, with average growth of 53%. For 2012, a figure expected to reach about 90 billion. Premium sponsors Sponsor
- 14. Evolution of Marketing mobile investment by typology in Spain ( 2007-2010e) (million €) Investment in Marketing Mobile in Spain Investment by typology In 2010 Marketing and Mobile advertising will be a 38 million (€) market in Spain. This year, applications which have been further growth in volume generated *New category 2010 Including technology, production and investment. Not includes premium and corporative messenger. Source: Quantitative and qualitative survey MMA. Spain. 2010 12,2 1,1 7,8 13,7 1,3 0,4 1,5 Applications Proximity Messenger Internet mobile Voice Social networks ad content* Mobile portal* 2007 2008 2009 2010E Premium sponsors Sponsor
- 15. Investment in Marketing Mobile in Spain Investment by typology Internet Mobile is still the most important activity in terms of volume. However, other typologies as Applications are increasingly important thanks to the new terminals. 36% 23% 28% 32% 29% 32% 11% 3% 13% 12% 18% 21% 22% 33% 36% 35% 3% 3,5% 4% 2007 2008 2009 2010e Mobileportal* adcontent* SocialNetwork Voice Internetmobile Messenger Proximity Applications Evolution of investment in marketing mobile by typologies in Spain (2007-2010e) *New category 2010 Including technology, production and investment. Not includes premium and corporative messenger. Source: Quantitative and qualitative survey MMA. Spain. 2010 Premium sponsors Sponsor
- 16. 71% 19% 10% Media buying Technology Creativity Investment in Marketing Mobile in Spain Investment by typology: Internet Mobile Internet Mobile is one of the main leverage for marketing mobile with an investment of 14 million (€) for 2010. Most part of this investment is directed to the buy of display (it represents the 85% of total investment on Media). The 15% is invested in Search 3 10 12 14 2007 2008 2009 2010e Evolution % investment * Evolution Investment* (millions €) % Investment per Concept % Investment per action type 85% 15% Display Search 22% 33% 36% 35% 2007 2008 2009 2010e Source: Quantitative and qualitative survey MMA. Spain. 2010 Including technology, production and investment Premium sponsors Sponsor
- 17. Investment in Marketing Mobile in Spain Investment by typology: Applications Applications show a growing evolution, becoming on 2010 the fastest growing category. . The development of technology and creativity are heavier than in other areas of mobile marketing, media buying but appeared strongly, mainly due to the need to publicize the applications. 35% 35% 30% Media buying Technology Creativity 5 7 9 12 2007 2008 2009 2010e 36% 23% 28% 32% 2007 2008 2009 2010e Source: Quantitative and qualitative survey MMA. Spain. 2010 Including technology, production and investment Premium sponsors Sponsor Evolution % investment * Evolution Investment* (millions €) % Investment per Concept
- 18. 50% 40% 10% Media buying Technology Creativity Investment in Marketing Mobile in Spain Investment by typology:Messenger Messaging maintained the upward trend during 2010, generating an increase of 2mm € more than in 2009. Part of the growth it supports the bulk of mms. Weight growth of creativity in this category 13% 12% 18% 20,5% 2007 2008 2009 2010e 2 3 6 8 2007 2008 2009 2010e 66% 34% sms mms Source: Quantitative and qualitative survey MMA. Spain. 2010 Including technology, production and investment Premium sponsors Sponsor Evolution % investment * Evolution Investment* (millions €) % Investment per Concept % Investment per action type
- 19. Investment in Marketing Mobile in Spain Investment by concept Media buying represents 19 millions (€) in 2010, it reflects 50% of total investment. Much of the development is derived from the actions on applications % investment per concept 2010 Investment per concept 2010 Total MM 70 50 35 25 40 50 20 40 80 35 50 40 33 10 10 20 30 25 20 18 Internet mobile Messenger Proximity Applications Social network portalmóvil total Media buying Technology Creativity 19 12 7 Investment in thousand € Source: Quantitative and qualitative survey MMA. Spain. 2010 Premium sponsors Sponsor
- 20. % of investment* in Mobile Marketing per sector. Investment in Marketing Mobile in Spain 2010: Investment by sectors % Telecommunications regains a leadership position,motivated by very mature product market. Automotion Stands out for its constant weight in Marketing mobile. 30% 19% 9% 7% 7% 6% 5% 3% 3% 3% 3% 2% 1% 1% 1% Source: Quantitative and qualitative survey MMA. Spain. 2010 Including technology, production and investment Premium sponsors Sponsor
- 21. Mobile Marketing investment by sector thousand € Investment in Marketing Mobile in Spain Investment by sectors thousand(€) The 6 main sectors account for 78% of the investment, with over 2 million in each of them. 11.271 7.417 3.257 2.659 2.597 2.433 1.959 1.313 1.220 1.097 1.039 780 418 417 214 Source: Quantitative and qualitative survey MMA. Spain. 2010 Including technology, production and investment Premium sponsors Sponsor
- 22. In 2011, social networks, applications and geomarketing will lever for growth Premium sponsors
- 23. Future trends Formats with higher future Contents and applications are considered the formats with higher future. This is because advertisers have a great interest on it. Formats with higher future (% agreement) 28% 19% 18% 15% 11% 5% Apps& content Display Cupponing Search Messenger Bluetooth Source: Quantitative and qualitative survey MMA. Spain. 2010 Premium sponsors Sponsor
- 24. Future trends Formats with higher future: Reasons Contents and applications Including advergaming & widgets28% 1st position Mobile internet(Display)19% 2nd position Cupponing18% 3rd position Essential on new ways of advertising Differentiator Specific target Operators are betting for widgets The most important thing at campaigns Natural way to distribute content easily and simply Increased penetration of Mobile Marketing Similarities Internet Comfort, non-intrusive Analogy with the traditional Internet world. Measuring the ROI of investments It is more efficient, environmentally friendly and has a higher return than any other means of direct marketing Performance measurement tool Source: Quantitative and qualitative survey MMA. Spain. 2010 Premium sponsors Sponsor
- 25. Future trends Formats with higher future: Reasons Messenger (sms and mms)11% 5th Position Broad target and ease of use Fast communication BD operators marketing permission Coverage and affinity, provided that the BD is qualified Proximity (Bluetooth)5% 6th Position Except in very specific campaigns does not work very well The benefits are useful and immediate Search15%. 4th Position Local advertising growth In the short to medium term: Substitute Web Google expects more mobile searches than conventional web Increasing content proposal requires a simple management for users Source: Quantitative and qualitative survey MMA. Spain. 2010 Sponsor Premium sponsors
- 26. Future trends Services with greater demand Social networks appears strongly in this year's study, followed by geolocation and applications What services do you think are going to be more accepted and demanded by mobile users? 2,96 2,93 2,85 2,81 2,78 2,70 2,52 2,52 2,44 2,30 1,00 2,00 3,00 Socialnetwork Maps and location Applications Internet use viamobile Email Searchengine mobile Games Music Instant messaging Bank Source: Quantitative and qualitative survey MMA. Spain. 2010 High Medium Low Premium sponsors Sponsor
- 27. Future trends Technological dependence Terminals and real flat rates are as levers for development of the sector from the technological point of view. How important is the dependence on the development of the sector the following factors? 2,89 2,71 2,48 2,36 2,36 2,29 2,25 2,14 1,00 2,00 3,00 handsetsand terminals Flat-ratedata networks Content development Developingnew apps Regulationand developmentof standardsand formats Theinternet Developingnew operating system and platforms Source: Quantitative and qualitative survey MMA. Spain. 2010 High Medium Low Premium sponsors Sponsor
- 28. Future trends Marketing and communication elements Studies and direct contact are the most valued to communicate the benefits of mobile marketing. What variable do you thing is more helpful for enhancing mobile marketing services? 4,37 4,30 3,81 3,81 3,74 3,63 3,52 Studies Visit of comercials Events mobile marketing association The internet Fairs Advertising on mass media Very useful Indiferent Little useful Quite useful Nothing useful Source: Quantitative and qualitative survey MMA. Spain. 2010 Premium sponsors Sponsor
- 29. Index Objectives and Methodology Marketing Mobile Scope Marketing Mobile Spending Future Trends Advertisers' view Sponsor Premium sponsors
- 30. 70% of advertisers who have not invested in mobile marketing want to do it Premium sponsors Sponsor
- 31. Advertisers' view 43% 22% 21% 14% Segmentation capability Innovation Anywhere,Anytime Measurement of return Mobile Marketing Strengths Percentage of advertisers who have considered the following attributes in first position. Further highlights the value of immediacy, thanks to the MM that through allowing the collection directly without there being any other model, with a simple click The trends for this year are optimistic, 70% advertisers who have not invested in mobile marketing want to do it . Source: Quantitative and qualitative survey MMA. Spain. 2010 Premium sponsors Sponsor
- 32. Advertisers' view Among the advertisers more accustomed to media the bet for the future focuses on actions such as: • Display • Aplicacations • Social network mobile Among the advertisers less actives, its important as novelty Geomarketing(Geolocation). . Advertisers who have taken action, rely on the media as part of their campaigns. For new advertisers, or those who have only done test, requiring more knowledge of all that can be performed. Source: Quantitative and qualitative survey MMA. Spain. 2010 Premium sponsors Sponsor
- 33. Advertisers' view • Education • Dissemination actions • Promoting the development of standards • Supporting regulations • Ignorance of what can be done • They don´t offer interesting options • Concerns about privacy • Development cost • Lack of internal resources MMA could help me in…Main Barriers for advertisers to do mobile marketing The demand of advertisers for doing more actions in mobile marketing, focus on knowledge and security in them. Expect from an association such as the MMA that will help them. Premium sponsors Sponsor
- 34. Had the largest number of Internet users on mobile The widespread distribution of mobile with the potential to make actions on them My target audience had more access to internet via mobile (reduction of tariffs) Could objetively quantify Return of investment If I really could see the exact ROI for my actions. Success stories that demonstrate that builds business Had a larger budget Acces Measuring Results Cost and budget Advertisers' view I would invest more if… Premium sponsors
- 35. Managed to convince my bosses we saw its potential and actual performance The structure of my company was more simple and can be improved DB If operators were more proactive in offering new and innovate format campaings The major problem today with the Mobile Marketing, is that agencies have not considered and advertisers not know about their benefits and utilities, is to be evangelized much more.. Estructure of agency Operators Formation Advertisers' view I would invest more if… Premium sponsors Sponsor
- 36. The most interesting campaings for advertisers are… By creativity A tu aire – Vodafone Mixta Audi IKEA Turespaña By technology El corte inglés Mini A tu aire – Vodafone Real Madrid Toyota By innovative El corte inglés Radio Malibú By effective Word of Mouth Rodilla Toyota Ikea Heineken Premium sponsors Sponsor
- 37. 2010 Executive Summary • In Spain the activity for all marketing activities during 2010 shows an increase of 17.8% over 2009 with an activity that exceeds 38 million euros. • The investment into the media buying accounts for 50% of the activity, reaching 19 million euros. • Sector forecasts by 2012 are optimistic, with average growth of 53%, with similar expectations for the 2009 study. • Mobile Internet is still the most important activity in volume, although other types, such as Applications and Advergamings have gained prominence through the development of new terminals. • Telecommunications, automotive and travel sectors are most active during this year. • Social Networks, geomarketing and applications appear as the key levers of development of mobile marketing by 2011 Premium sponsors Sponsor