Location is Putting Mobile Advertising on the Map

Transcription

1 Location is Putting Mobile Advertising on the Map

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3 Our History Nokia acquires Enpocket Nokia acquires NAVTEQ Nokia Interactive Advertising joins NAVTEQ Media Solutions Enpocket launches in Asia

4 NAVTEQ s Mobile Ad Network: Key Partners

5 There are More than 5 Billion Mobile Subscribers in the World Sources: Asian Marketing Efectiveness,

6 USA Population x 2 = 800,000,000...that s the number of Mobile Subscribers in China Sources: Asian Marketing Efectiveness,

7 Every day sees 657,000 new Mobile Phone Users in India Sources: Asian Marketing Efectiveness,

8 By 2015 there will be 3.1 Billion Mobile Phone Subscribers in Sources: Asian Marketing Efectiveness, ASIA-PAC Sources: Asian Marketing Efectiveness,

9 Internet Users (MM) 2,500 2,000 1,500 1,000 Mobile Internet Users Desktop Internet Users E 2012E 2013E 2014E 2015E Source: Morgan Stanley Research, Global Stats 22.7%* = Internet penetration in Asia % of these users access from Sources: Ovum, Morgan Stanley *It exludes Japan and Korea a mobile device

10 Brands have been Slow to Embrace Mobile Why? Only the mobile content companies who are transacting in the medium can prove return on investment.

11 Location, location, location..

12 Online Retail Sales What % of all retail purchases in Asia occur at brick and mortar locations?

13 97% of Retail Sales are still through Physical Stores Source: Credit Suisse, Quantifying the global search opportunity 2010

14 What We Know About the Mobile User Apart from apps, consumers are not doing a lot of buying from the mobile device.

15 What We Know About the Mobile User 65% of navigation users actually drive to the places they look for on their navigation devices The most popular categories are: Restaurants, Shopping, Petrol and ATMs Sources: NAVTEQ Internal Analysis 2010, Telmap 2010

16 Consumers Willing to Share Location Information Consumers are willing to share their information in exchange for location-relevant ads. I m here in. Come by the.. I m currently at Come by the.. I will be at the. Come by the.. I m here in. I m here in. I will be at the. Come by the.. I m currently at I m here in. I will be at the. I m currently at Come by the.. I will be at the. I m here in. Jan Cross-Tab Marketing Services Report. Microsoft, Location Based Services Usage & Perceptions Survey

17 What We Know About the Mobile User They see ads as a fair exchange for content Value ads that are in context and integral to the experience Like having special access to coupons and sales information Sources: Proprietary with IPSOS; Place Based Dynamic Content Products & Advertising

18 What We Know About the Mobile User 63% of consumers feel a coupon is the most valuable form of mobile marketing Current redemption rate is between 5-25% - a significant increase from the 1% redemption rate of paper coupons Sources: ABI, MMA, bcode, IPSOS Place Based Dynamic Content Products and Advertising Research

19 Consumers Take Action 41% of consumers take action, such as redeeming a coupon or entering the store advertised, due to location-based ads on their phone or web browser. Jan Cross-Tab Marketing Services Report. Microsoft, Location Based Services Usage & Perceptions Survey

20 What We Know About the Advertisers...location targeting is the holy grail of mobile advertising Sir Martin Sorrell, CEO at WPP, Mobile World Congress

21 What We Know About the Advertisers Brands are planning to double their spent on Location Based Advertising in the next 2 years 86% of advertisers would be willing to pay extra for LBA due to higher ROI Sources: IPSOS Location Based Mobile Advertising, International Brand Research 2010 Frank N. Magid Associates, Inc Defining The Location-Based Advertising Landscape 2010

22 What does it look like?

23 LocationPoint Advertising: Case Study Best Western, US 2.86% click-through rate Of users who clicked through: 22% selected the click-to-map option

24 LocationPoint Advertising Case Study McDonald s Finland 7.2% click-thru rate Of users who clicked through: 39% selected the click-to-navigate option

25 LocationPoint Advertising: Case Study Domino s, India 6% click-through rate Of users who clicked through: 22.6% selected the click-to-map option

26 LocationPoint Advertising: Case Study BVR, Germany 2.5% click-through rate Of users who clicked through: 20% selected the click-to-map option

27 Gartner Research Mobile advertising revenue will increase more than 12-fold by 2015, to $20.6 billion. Not all types of mobile advertising will generate the same opportunity: search and maps will deliver the highest revenue. North America and Western Europe are the regions where mobile advertising budgets will grow most by However, Asia/Pacific will remain the leading market throughout the forecast period. Source: Gartner: Forecast: Mobile Advertising, Worldwide, , March 2011

28 Recommendations Consumers are increasingly using multiple devices Brand marketers should combine mobile with other ad media. Brands should capitalize on mass consumer of smart phones and tablets now. Mobile operators can take part of the value chain. Source: Gartner: Forecast: Mobile Advertising, Worldwide, , March 2011

29 Contact: Diana Good advertising moves people. Great advertising moves with them.