somo agency presentation - social media advertising
TRANSCRIPT
Mobile Social Advertising
Carl Uminski – Founder & COO
September 2010
Somo Ltd – Copyright & Confidential 1
What I’m going to talk about
Somo Ltd – Copyright & Confidential 2
Mobile Social Advertising
Future thoughts
The Mobile Market
Flirtomatic Case Study
Mobile Social Networking
THE MOBILE MARKET
Somo Ltd – Copyright & Confidential 3
The UK mobile market is growing
• Mobile advertising was worth £37.6m in 2009, up 32.2% year on year forecast to reach £285M in 2014 ** **
• 15.4m mobile media users, 47% access daily, 81% access once per week**
• 9 out of 10 mobile media users access mobile media at home**
• 44% of young people are now accessing social nets from their mobiles**
• Against TV, PC, Radio and print, mobile was found to be the most accessed media channel from noon to 6pm.*
• By 2013 mobile phones will overtake PC’s as the most common web accessed device worldwide****
Somo Ltd – Copyright & Confidential 4
Source: *Orange 2009 / **IAB 2009/10. ***M:Metrics UK April 2009, ****Gartner 2009,
The iPhone & iTouch has driven this growth
Somo Ltd – Copyright & Confidential
50+ M iPhone and iPod Touch users Globally, 100+M end 2010
230,000+ applications in the app store
~6M iPhone & iPod Touch users in the UK
50% of iPhone users earn over £45k per annum
57% Male / 43% Female
75% iPhone users over 25
78% iTouch users under 24
Android is now a serious platform driving growth
Somo Ltd – Copyright & Confidential
Android applications have a growing audience and potential. iOS isn’t the only platform which has merit
Android platform growing faster than iOS
70,000+ apps on Android
200,000 devices sold daily in July 2010
End ‘10 est. 100M devices
3 out 4 users Male
Est.1M UK Devices
MOBILE SOCIAL NETWORKING
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There are many mobile social networks worldwide
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Significant usage with a continuous growth
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11
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4
12
,38
8
1,0
51
25
,13
7
11
,43
9
4,7
00
Jan-09
Jan-10
65.20%
32% 30%23% 21%
14%
Sent Text Messages
Used Browser
Used Download
Apps
Played Games
Accessed Social
Network or Blog
Listened to Music
% Share of Mobile Subscribers3-month average ending May 2010 . Total US Age 13+. Source: comScore MobiLens
Number of Mobile Subscribers (000’s) Accessing Facebook, MySpace & Twitter via Mobile Browser 3-month average ending Jan 2010 vs. Jan 2009. Total US Age 13+. Source: comScore MobiLens
More people use social networks on mobile than listen to music
People spend more time on mobile social nets than the web
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Source: comScore GSMA MMM; comScore Media Metrix, December 2009
Social media dominates mobile usage
And the users are not to be assumed as teenage boys!
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Skew towards females & 25 -54 Age group
ADVERTISING ON MOBILE
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A 3 tier approach for advertising
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• Sponsorship
• Events
• Applications
• Mobile Sites
• Etc...
FOCUS
• Ad networks
• Admob
• inMobi
• Adfonic
• Etc....
REACH • Search
• Yahoo!
RESULTS
Social networks needs brand awareness and reach meeting CPA targets
Targeting options offered for and by social networks
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• Make /Model• Operating System• Manufacturer• Capabilities
•Territories• Cities (Wi-Fi only)
• Wi-Fi• Specific Operators
• Age• Gender• Interests
• Downloads• Communities• Entertainment• Sports, News, Info• Portal
Handset Geography Traffic
Demographics Channel
A large number of creative options
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SponsorshipBrandResponse
Search
THE FUTURE
The immediacy of mobile offers a huge location opportunity
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Foursquare offers are now mobile
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Reward Loyal Customers & Drive Engagement Through Competition
The immediacy of mobile allows for real time advertising
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Leverage the open data which Twitter gives you
• Promoted Tweets still in web only beta
• Use Twitter to listen & engage with mobile customers
Social Media & Advertising
Flirtomatic Success Story
Presented by: Matthew Dicks
CMO
Intro to Flirto
• Flirtomatic has pioneered mobile flirting and monetising mobile users
• Conversations with added fun through great content
• Over 3 million global mobile users
• Revenues over £10 per month per spending customer
• From UK base and now growing internationally
• Over 300 million UK wap impressions per month
• Recognition from industry with numerous awards 2008, 2009, 2010
Where entertainment meets social media
Profiles Search and Find Messaging and Chat Premium Services
Highly Successful “Freemium” Model
Premium services
5 different cross platform
revenue streams
Alerts VisibilityGiftsVanityAdvertising
Advertising• 300m UK page impressions across all platforms
• CTR on WAP currently averages at 1%
• Ad sites on all pages
• Targeting
Beyond the norm...
• Adfunding value added services
• Reward based advertising– Affiliate and cost per acquisition deals
– iPhone, Android and web
– Earn virtual currency
– £ =
– Partners include O2, Sky and Microsoft (Bing)
Case study: Strongbow
Objectives• Target over-18s
• Brand awareness
• Free pints to give away
• Interaction
• Drive traffic to client WAP site
• Use mobile couponing as main
redemption tool
Case study: StrongbowSolution• A Strongbow profile sent
branded Flirtograms to
users’ to create initial
awareness.
• Users sent back 70
Supersnogs, 929 gifts,
5000+ Flirtograms and
rated it 338 times (treated
it like another flirter!)...
• Interactive campaign was
also promoted by SMS and
banners across site...
• ...and a “Shout me a Pint”
link on every profile...
ResultsCase study: Strongbow
385,000 free animated pints were sent
10% CTR to client WAP, collecting CRM and delivering coupons
RedeemIn a participating pub...
ABOUT SOMO
The Mobile Advertising Agency
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MOBILE WEB SITES
APPLICATIONS
CREATIVE
A full service mobile advertising agency
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YIELD MANAGEMENT
MEASUREMENTOPTIMISATION
DELIVER ROI
CAMPAIGNPLANNING &
BUYING
STRATEGICCONSULTANCY
BRANDTRANSITION
THANK YOU
+44 (0)7974 151 868