mobile marketing Orange Advertising Network may 2009

Transcription

1 mobile marketing Orange Advertising Network may 2009

2 mobile marketing an opportunity for effective and interactive communication

3 agenda mobile marketing - Spain - spanish market trends - why choose a mobile phone? - spanish users behavior Orange World - why choose Orange World? - contents - audience s coverage and profile - advertising formats - complementary actions - campaign examples context - professional sector perception - global market s place position - forecasts

4 spanish market trends mobile is already part of daily life most of the spanish population mobile marketing generates about 28.6 MM * with a 107%** penetration. allowing a new advertising opportunity to reach your audience through different and original proposals mobile internet in 2008 had an advertising investment of 9.52 MM ** Source: *Accenture y MMA Spain 08 Source: **CMT June 08

5 spanish market trends spanish users have more last generation and 3G mobiles than the rest of European countries a new opportunity to reach your audience with attractive formats Fr De It Es Uk mobile audience* 21% 21.1% 25.1% 28.1% 30% sms text consumption** 75.4% 78.6% 85.8% 82.9% 87.5% 3G penetration 19.4% 26.2% 38.5% 40% 29.9% use of smart phones 7.9% 10.3% 24.3% 19% 12.4% * as users browse or download content on different platforms / month ** users who sent one or more sms in one month Source: M:Metrics september 08

6 because the mobile is already a reality... the number of mobile clients exceeded the Spanish population by 7.4% mobile clients vs spanish population mobile clients spanish population jun-08 Source: CMT 2008

7 why choose a mobile advertising platform? because users are more receptive to mobile advertising that users of other media for being a multimedia mass media, interactive, innovative and targeting by their ability to impact viral immediacy and adaptability of the campaign highly valued by advertiser the mobile device is more akin and most used by the spanish people, much higher than other media like television and internet. market forecast: is expected to exceed 100 million in 2010 and 240 million euros in 2012, representing a 70% annual growth *. Source: *Accenture y MMA Spain 08

8 behavior of spanish users communicate something special in any time and place 64% of Internet users surveyed feel positive mobile phones advertising provided with a content value-added most use it for mail services or instant messaging. stay informed, entertainment, taking advantage of the waiting times Spain has a high Internet access through mobile searches, television, streaming content, downloads, and social networks are the other most popular utilities Source: studio: use of mobile Internet in Spain Trendit October 2008

9 agenda mobile marketing - Spain - spanish market trends - why choose a mobile phone? - spanish users behavior Orange World - why choose Orange World? - contents - audience s coverage and profile - advertising formats - complementary actions - campaign examples context - perception of the professional sector - forecasts

10 Orange World a small world with big possibilities

11 why choose Orange World? experience - has its own team to manage and sell advertising coverage million clients / mobile million clients / Internet subscribers / iptv unique triple play offer by the spanish market

12 Orange World portal portal WAP multimedia de Orange a new experience of entertainment and information, where the user takes the chief role you can download games or ringtones, check weather, horoscopes, lotteries, latest live news and more. all with an attractive design and faster navigation.

13 Orange World - contents contents finance music games sports community horoscopes entertainment tv news rates and promotions pagos y bancos info util chats home info entertainment www

14 Orange World some of our contents news videos music tv

15 Orange World - contents Orange World has the best media convergence contents services + + suppliers Orange World we work with the latest services and technology for offer the contents they are looking for

16 OW audience s coverage and profile 11 million mobile Orange clients + than 7 million of impressions on Orange World / month* + than unique users on Orange World / month ** direct access to different contents and services from homepage** Orange audience profile 63% % % Women 44% Source: ** DWH April 09 Men 56% Prepayment 16% Pospayment Autonomous 21% % 55 7% years of age % Source: * Screentonic Stamp April 09 Source: ** DWH April 09

17 advertising formats

18 mobile advertising formats we offer different options to choose the most suited to your product / service standard formats display formats on Orange World (textlink, banners) sponsorship wap specials (Roland Garros, San Valentín ) sponsorship of mobile content (videos, TV on mobile ) microsites WAP pages completely dedicated to your content videos -video on demand -live broadcast of special events (sports, concerts, etc..)

19 advertising formats Orange adjusts the size of the advertising formats to user s terminals offering the highest quality home top banner texlink interior pages top banner

20 complementary actions

21 sponsorship of contents sms alerts you can have presence in all contents that most interests them users will receive alerts or information about affinity topics and you ll be the sponsor Ex: weather alerts

22 sponsorship of contents mms alerts: videogoles the user is registered with the MMS service to receive all news about his interests (sports, music, news )

23 sponsorship of contents video formats: SVoD video on demand live live broadcast of special events (sports, concerts, etc..) content: -sports -cartelas -transition before and after content

24 advertiser s campaigns on Orange World

25 Kun Fu Panda campaign home KFP competition ANIMATED GIF

26 Nike campaign OW Home Sports Home Roland Garros special Nike s site

27 Citroën C5 campaign pagos y bancos

28 Citroën C5 campaign sports

29 agenda mobile marketing- Spain - tendency in the spanish market - why choose mobile? - spanish users behaviour Orange World - why choose Orange World? - contents - audience s coverage and profile - advertising formats - complementary actions - campaign examples context - professional sector perception - forecast

30 how mobile marketing is perceived? two out of three advertising professionals believe that mobile marketing is effective 33% said they have participated in promotions through SMS 40% of users would send again a promotion for a friend 64% of respondents answered affirmatively to the question whether they considered that mobile marketing is effective Source: Viachannel comunicacion feb07

31 forecasts it is expected that mobile marketing in Spain exceeds 100 million euros in 2010* mobile internet becomes the main trend, with an investment of 9.52 million euros at the end of the year, representing 33.4% of the sector * nearly half of the advertising investment in this medium is used for ads on Web sites with mobile access ** 93% of users are willing to accept this type of advertising in exchange for free services Source: *Accenture y MMA Spain 08 Source: estudio mobile Europe

32 thank you!