jumptap research for media
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STATE OF MOBILE ADVERTISING
February 24, DIGIDAY:MOBILEParan Johar – Chief Marketing Officer, Jumptap
Mobile is changing the game
2/8/11 - Smart phones outsell PCs for the first
time
Survey Participants
27%Advertiser or Agency
41%Publisher
32%Mobile Technology
Fact or Fiction?
4 of 5marketers engage in mobile advertising
Do you engage in mobile marketing/advertising of any kind?
Other: Local
Which of the following industry categories account for the largest portion of your mobile advertising?
How long have you included mobile in your marketing mix?
How many mobile campaigns have you launched?
Which of the following networks do you use predominately?
Poll: What do Advertisers Want Most?
1. Reach2. Targeting3. Price4. Great sales rep who takes them to expensive
dinners at Nobu
Most important factors in selecting a mobile marketing partner
How do you target your mobile marketing?
Targeting capabilities of your mobile advertising
Preferred buying method
How do you charge mobile advertisers?
Are mobile CPAs higher or lower than other digital media?
Poll: What are Advertisers Biggest Pain Points?
1. Inventory assessment2. Price3. Measurement4. Lack of creative standards/multiple
OS/handsets
Biggest pain points in mobile advertising
What improvement to mobile marketing would most positively impact your investment in the medium?
Mobile media offers better ROI on:
Primary mobile advertising campaign aim
Poll: Mobile Advertising Success?
1. Meets or exceeds advertiser expectations
2. Doesn’t meet advertiser expectations
Compare your mobile marketing performance against campaign aims
From what category of spending will your mobile marketing budget likely draw
What single circumstance/s or resource/s would most encourage you to use mobile advertising?
Mobile platform/format use
For which of the following mobile platforms/formats do you anticipate adding/increasing support in 2011
2011 Will Be A Good Year
• 97% of respondents said “higher” revenue
• Eliminating the high and low response, the average estimate for how much higher was 106%
• 2 respondents said “lower” by an average of 12.5%
What Does It All Mean?
• Findings validate our beliefs about the market growth for mobile advertising
• Need for education and better tools and technology to capture the market potential
• Industry must come together to make the process smart and simple
