case study patrick kuwana live mobile
DESCRIPTION
STREAMING MEDIA FOR ORGANISATIONS CONFERENCE 3 & 4 November 2009 The Wanderers Club, Johannesburg, South AfricaTRANSCRIPT
Publishing compelling video content to maximize advertising &
sponsorship opportunities
Patrick KuwanaLivemobile (Pty) Ltd
[email protected] 333 7989
www.lmfootball.mobi
Quick look at the SA mobile market
• South Africa has experienced massive mobile growth!
• Excellent Penetration rate in South Africa– Connections estimated at 50 million (World Wide Worx)– About 68% of those are users Estimated 34 - 37 million
mobile users– 77% of South Africans use a cellphone!
• 4.6 million Internet subscribers vs. 37 million mobile subscribers over 1:8– Arthur Goldstuck, Mar 2009 - http://www.worldwideworx.com/archives/150
• 75% of cell phone users in SA do not have a PC– (Google SA – Mar 2008)
• SA hovers between AdMob's 5th – 6th largest country market (by number of mobile advertising page impressions) after the US, India, Indonesia and the UK– Brett St Claire, Country Manager, AdMob July 2009
The Mobile Internet numbers
• As for the mobile web uptake:– 10M mobile WAP users– Twice as many mobile web users as the PC web– Of the current WAP audience in South Africa
approximately 70% do not have access to the fixed internet.
– Almost 7 million South Africans who are browsing the mobile web regularly but without access to the PC internet.
– Rick Joubert – Vodacom Mobile Advertising – Jan 2009
Why advertising on Mobile?
• The SA media power is increasingly in mobile:– 6 million Internet
browsers (*2008 OPA)– 27.1 million TC viewers – (*AMPS 2008)
– 30 million Radio listeners (*AMPS 2008)
– 34 million Mobile users (*End 2008, Mobility 2009, World Wide Worx)
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5
10
15
20
25
30
35
Internet TV Radio Mobile
Biggest interest target group
3,949,000
5,110,000
5,823,000
6,176,000
14,301,000Soccer
Cricket
Boxing/Wrestling
Rugby
Athletics
Soccer is the one sport which over 14 million adults claim to be most interested in, making it by far the most popular sport in the country.
Adults interested in:
AMPS
2007
The Livemobile Football experience
• FIFA Confederations Cup campaign selected as finalist for the Global Mobile Marketing Association Awards
“SHOW ME THE MONEY”
Monetizing the video content
MMS avatar video sponsorship
Video
Rights based Match Action Branding
Video
Non-rights video sponsorship
Video
Advertiser Value?
• Innovative and guaranteed way for advertisers to reach the target market through a rich media experience.
• Guaranteed brand affinity with the target market because the advertising is brought to the consumer within the context of their passion.
• Measurable return on investment.
• The football fan represents the biggest consumer market in South Africa and throughout the African continent.
Thank You for your time
Questions?
Patrick KuwanaLivemobile (Pty) Ltd
[email protected] 333 7989
www.lmfootball.mobi