Mobile Marketing: The Start of Something Big?

Transcription

1 Mobile Marketing: The mandated digital conversion from analog to digital TV broadcasting in February of last year brought with it signifi cant opportunities for broadcasters to reap signifi cant revenue rewards by transmitting local programming to portable handheld devices, like DVD players, cell phones and netbooks. For local broadcasters, mobile DTV advertising has the potential to yield $2 billion a year in revenue, according to the Open Mobile Video Coalition (OMVC), a group of broadcasters that are promoting the adoption of mobile DTV. The coalition includes 21 media companies representing 70 stations in 28 markets, reaching about 39% of the U.S. that plan to launch the service this year. THE MEDIACENTER The TV Authority 7000 Kennedy Blvd. East, M-9 Guttenberg, NJ Tel:

2 Mobile Marketing: Full-motion, portable TV is the most prominent service currently being developed due to a crisp picture, high-speed mobility and a variety of new multicast choices, made possible through the digital broadcast signal. The platform enables local TV stations to deliver live, digital content to ATSC-capable mobile and video devices as part of their terrestrial transmission within the same 6 MHz channel used for current digital programming to: Mobile Phones Portable Media Players Laptop and Netbook Computers Automobile-based video players Local broadcasters are already armed with the competitive advantages to fuel signifi cant revenue from the mobile video marketplace: low cost capital requirements to implement the platform; access to video content; and experienced sales staffs to generate advertiser interest and mobile media buys. The OMVC is coordinating a trial in metropolitan Washington, D.C., the ninth-largest media market and the political capital of the U.S., to gauge consumer interest in mobile DTV. Eight local area television stations are transmitting up to 20 channels of free and premium broadcast TV programming to hundreds of mobile devices used by viewers. For consumer electronics manufacturers and automakers, extending broadcast-quality TV to portable devices will open up a new market driven by consumer interest in accessing local TV content. Various studies predict a range from 25 million to 100+ million mobile broadcast end-users worldwide by Mobile TV Revenue Models With increased competition from new providers of information and entertainment for advertising dollars, broadcasters face mounting pressures to: increase audience size; segment audiences for premium media buys; and expand capabilities to make programming and associated advertising more attractive to consumers and more valuable to advertisers. Advertising over M/H DTV service has the potential to achieve all three. Broadcaster revenue opportunities for M/H DTV fall into two categories - the traditional role of delivering ad-supported content to a mass market distributed on a free-to-air basis or a more diversifi ed revenue base, including subscriptions and third-party paid access to the broadcaster s high-speed digital infrastructure. According to OMVC, much of the initial advertising revenue growth for mobile TV will come from retransmission of local TV stations shows that carry commercials, as well as some sponsorship from equipment manufacturers. Once M/H DTV consumer devices become mainstream, broadcasters can generate revenue from two sources: subscription services or adsupported free to air.

3 3 Subscription Services Non-traditional opportunities are limited only by a broadcaster s digital infrastructure and the willingness of buyers to pay for access. Examples include subscription revenue in which the business relationship is between the subscriber and a broadcaster s partner, such as a cellular operator and distribution of content to a third party right holder (i.e. in-vehicle access to downloads of real-time traffi c maps that are paid for by a third party such as General Motors). As new devices for mobile TV enter the market, several studies point to rapid growth in subscription services by 2011: Subscribers to generate more than $1 billion for cellular operators (BIA Financial Network) 27 million wireless customers will spend $2.3 billion for broadcast mobile video services (ABI Research) Mobile TV cellular subscriptions to reach $1.7 billion (OVUM) At least in the short term, the ramp up in the number of mobile video subscribers over the next two years offers a window of opportunity for broadcasters to partner with cellular operators to produce local programming specifi cally designed for mobile DTV. Traditional Ad-Based Revenue In the free-to-air business model, broadcasters would either negotiate with cellular operators to provide content ( closed model) or work with manufacturers to have M/H DTV built into mobile video devices to offer free-to-air broadcast programs ( open model) with revenue generated from advertising. With mobile TV service, broadcasters can sell and deliver multi-platform advertising programs (on-air, websites, and mobile) by demonstrating the enhanced value to advertisers and the ability of broadcast television to combine the elements of both new and old media. The percentage of M/H DTV capable devices owned by consumers will determine the available audience and associated revenue generated from the traditional ad-supported model. Three factors favor the potential for rapid increases in volume: 1. The economies of scale for manufacturers to produce M/H DTV capable devices 2. The price point of $300 or less, which will help propel consumer adoption 3. The popularity of broadcast programming

4 Mobile Marketing: Consumers Ready for On-the-Go TV U.S. mobile consumers appear ready to embrace live mobile TV, according to a national study by Magid Media Labs in partnership with the OMVC, which aimed to identify the key aspects of the mobile DTV viewing experience, intended consumer adoption and use, and critical business model considerations for broadcasters. The study found: Forty-six percent of mobile device owners fi nd the idea of watching live digital television on a mobile device appealing. While all demographics expressed signifi cant interest, younger consumers and early adopters of new products showed the strongest interest. Eighty-eight percent of respondents expressed interest in watching live local news and information content on a mobile device, with the appeal especially high among young adult Millennials (adults 18-29). Sixty-fi ve percent of respondents expressed interest in watching entertainment programs on a mobile device and 36% said they would be willing to pay for premium content. In line with high interest is purchase intent. Almost half (47%) of respondents said they are likely to consider purchasing a mobile device that allows them to watch live television programming when they are available. Advertising acceptance is high, with 49% saying they would watch commercials on their mobile device. Live programming is critical in the overall mobile DTV mix. More than half (51%) said they want to be part of the experience compared to just 18% that prefer a strictly ondemand model. The near-future availability of live local news, sports, traffi c, weather, emergency alerts, and other favorite programs on mobile devices, combined with high consumer interest, suggest that local TV can attract strong interest in mobile viewing from young Millennials and those in the and age groups.

5 5 What Consumers Want When it comes to mobile DTV content, consumers want both real-time and recorded programming. When presented the choice in the Magid study, 41% of all respondents said they want both options, while 52% of early adopters want both real time and on-demand. Device owners said they likely would view DTV programs in a variety of settings (in public places, at home or on break at work), but preferred locations had little relation to the different types of programming they would watch. As for the devices of choice, laptops or netbooks, and Smartphones dominated respondent preferences for watching mobile TV. In general, 45% of respondents said they would be most likely to watch mobile TV on a laptop or netbook, 19% on Smartphones and 14% on cell phones. In terms of content, news is the clear leader for mobile TV, with nine in ten respondents (88%) expressing their intention to watch at least one of several news categories measured. Topping the list was locally focused breaking news (76%), emergency reports (75%) and weather (74%). Other types of news programs trailed but still had large support in the 50-59% range. Entertainment programs rank lower but still appeal to two-thirds of device owners. Consumers are increasingly willing to view ads as part of a mobile media experience, highlighting the potential for a smooth transition of local broadcasting s free-to-air value proposition to mobile. The potential for subscription-based services is also strong, as demonstrated by markets around the world. Half of mobile device owners (49%) said they defi nitely or probably would be willing to watch (not just tolerate) advertisements or commercials during live mobile DTV programs in order to have free access. Young adults (61%) and early adopters (71%) also are the most positive about this trade-off. Premium content also has potential, with 36% expressing interest in paying for programming such as recent movies and premium sporting events on a subscription or pay-per-view basis. Early adopters (61%), Adult Millennials (42%) and Smartphone owners (46%) are most interested in this content.

6 Mobile Marketing: Companies Primed for Mobile Advertising A new survey published by Unica Corp. asked companies during the fourth quarter of 2009 what their mobile plans were for the year ahead. While many indicated they currently use mobile as part of their marketing tactics, a surprising number said they still have no plans to integrate mobile whatsoever. The survey, dubbed The Unica Global Marketing Survey gathered information from companies in North America and Europe, including retailers, consumer product companies, and providers of travel and hospitality services. 57% of those surveyed said they either already use mobile marketing tactics mobile messaging, mobile websites or mobile phone applications or plan to in Don t know 10% No plans 20% Currently use 33% When asked if they were currently using, or are planning to use mobile marketing tactics, respondents replied as follows: Planning to Use Mobile Marketing Tactics Plan to Use after % Plan to Use in % Plan to Use in % When it comes to the use of mobile messaging, the respondents replied as follows; Planning to Use Mobile Messaging Currently use 37% Plan to Use after % It seems mobile messaging is top on the list, likely because it s the defacto channel many think of when delving into mobile marketing. A new survey published by Compete.com indicates Smartphone owners are very receptive to mobile coupons, especially when it comes to grocery coupons that are easily redeemable via barcodes scanned directly from the device. Don t know 5% No plans 5% The survey, which looked at the time of day most Smartphone owners use their devices, as well as what mobile advertising concepts they re most interested in, found that usage during commutes to work and while watching TV were the highest on the list by far.

7 7 Consumer Receptiveness To fi nd out their receptiveness, the survey asked Smartphone owners how interested they were in receiving various types of mobile advertising. The results were quite interesting, indicating consumers were most interested in receiving grocery coupons. Interest in Receiving Mobile Advertising By Type Grocery coupons 36% Scanable barcodes 29% Offers to save & pursue at leisure 26% Movie theater offers 26% Ads via SMS when going by a retailer with a promotion/coupon 21% 0% 50% The fact that over 1 in 5 Smartphone owners would be interested in these top-5 concepts is very promising for the mobile marketing industry, considering that it s still in the early stages of mainstream adoption. Given the nature of Smartphones, adoption via this user-group will signal what works and what doesn t- with concepts that do see mainstream adoption via Smartphones making their way to future phones eventually. It s not surprising that barcodes, coupons and other retail-oriented mobile technologies are the first to catch on with consumers. It s a concept that provides the most value to users, while not interfering with daily usage like some other concepts. Looking Ahead: Projected Local Mobile Ad Spending by Format You can divide mobile ad spending into six definable ad formats. This, of course, is sure to increase over time. Search/Display - At almost $800 million this year, mobile search has replaced SMS as the biggest single segment of mobile ad spending. It is well on its way to becoming as great a powerhouse as its computer-based brethren. SMS/MMS - Text messaging is the oldest of mobile ad formats, and makes up more than a third of projected mobile ad spending nationwide. Current forecast by Borrell Associates shows strong growth for the foreseeable future % growth above 2009 projections by Today roughly 15% of SMS advertising is locally generated and expected to grow to 33% by Video - Video ads now account for one dollar of every eight spent to address mobile devices. By 2014 local mobile video will have grown 30 fold. In-Game - Games are popular with mobile users, and many ads come wrapped around them Coupons - Right now, most online coupons get printed out, but that will not be the case in the future. By 2014, mobile coupon spending by advertisers will increase to over a billion dollars - almost 12 times current levels. Apps - Apps are driving the sales of all Smartphones and will generate local ad spending as well.

8 New Revenue, New Opportunities For consumers, mobile TV complements both time-shifted content and their home TV sets. For manufacturers, the technology brings added-value to mobile video devices. For cellular carriers, live local programming can be offered without burdening their networks. As new mobile TV devices are introduced during the coming year, ad-supported content will serve an important role in educating consumers about the new local broadcast platform. Increased market adoption of mobile TV will provide broadcasters more revenue opportunities through enhanced and robust services, such as: The addition of premium services from broadcasters Subscription services to premium channels and à la carte access to other media Localized and targeted advertising THE MEDIACENTER The TV Authority Mobile Marketing: SOURCES: TV Week, 5/29/09; Openmobilevideo.com, February 2010; TVnewscheck.com, 03/10/10; Pew Internet and American Life Project, March 2009; Ecommercetimes.com, 1/26/10; Reelseo.com, 09/17/09, 05/31/09; BIA Financial, Broadcasters Competitive Advantages in the Mobile Video Marketplace, July 28, 2008; IDC, The Mobile DTV Opportunity and Its Role in the Communication Ecosystem, March 2010; TV News Day, 01/20/09; Mobile Marketing Association, September 2009; Frank N. Magid Associates, The OMVC Mobile TV Study: Live, Local Programming Will Drive Demand For Mobile TV, December 2009; Borrell Associates, Mobile Marketing Associates