cirius location-based mobile ad - a lesson from japan presentation (oct 08)
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Location-
based MobileAd:
A LessonFrom Japan
Gen MiyazawaRen Ando
Cirius Technologies, Inc.
Oct 23, 2008
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Introducing speakers
Gen
Miyazawa Ren Ando
Founder and CEO
Established the companyin 2004 after graduatingThe University of Tokyo.Authored 3 books such asMobile 2.0, published in
Japan.
Director, ProductDevelopmentResponsible for ad serverproduct strategy,roadmap and engineeringstrategy.
Previously worked on web
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A little about us
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A mobile ad technology company.
Founded in 2004 in Tokyo.
Running a few mobile advertisementplatforms including AdLocal.
AdLocal is a location-based mobileadvertising service using GPS andCell-IDs.
About Cirius Technologies, Inc.
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Tell us a little about you
How familiar are you with the
Japanese market? Any specific impression of the
Japanese mobile market?
Any specific topics you are interestedin hearing today?
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1.Japanese mobile market trends
2.Japans rising mobile ad market
3.Location-based mobile ads and
Case Studies4.Opportunities for the European
mobile market
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Agenda
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Part I:Japanese Mobile MarketTrends
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Overview Japanese mobilemarket from these aspects;
Growth of the mobile population Paid contents
E-commerce
Video Real-world integration
Trends in 2009
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90% of the subscribers use the
mobile web.90% on 3G by 2008.
Almost 1/2 are GPS enabledphones.
Japanese mobile market quick
glance
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Mobile Subscriber Forecast (2004-2011)
Source: ROA Group
Japan mobile subscriber
growth
(K)
Penetration
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Mobile commerce market hit $
10B
Source:Ministry ofInternal AffairsandCommunications
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Popular mobile contents
Source:MobileContentForum (July
2007)
(Millions USD)
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Mobile Video and TVTV watching (w/ digital TV tuner) andvideo sharing will soon become a top
mobile entertainment.
You Tube on Nico Nico Video
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IC wallets integrated with mobile
phones
28.5 mil subscribers (as of Mar 31, 2008)
Public transportations, supermarkets, vending
machines
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Why did the market grow so
rapidly?
Broad coverage of 3G network
Flat-rate data plansOperators had more influence
upon mobile ecosystem than inGSM markets.
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A new regulation to put GPS for all3G phones
Top 2 operators have integrated
Google as default searchMassive growth of "non-official"
sites
Latest trends to promote mobilead market expansion
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Part II:Japanese Mobile Ad Market
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Overview Japanese Mobile Ad
Market from the aspectsbelow;
Market size Structural characteristics
Compensation models
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Mobile ad growth forecast in
Japan
unit: millions
USD
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Large "mobile / total" ad spend
ratio
1% of total 0.3% of total
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Large spending on display and
search ads
Source:Dentsu Inc. , Feb2008
eMarketer, Mar2008
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Preferred compensation models among
advertisers
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Sponsored listings are growing
rapidly
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Part III :
Location-based mobile adsand Case Studies
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The location-based mobile ad
platform
Cirius Technologies has started operating
the location-based mobile ad platform since2006.
The facts and case studies here are allbased on our experience on AdLocal
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Location Based Ad Service
"AdLocal"
Example AdLocaldisplayed at
Stanford
[AD] University Ave. No.1MexicanRestaurant 10% DiscountCoupon!
AdvertiserTarget range
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How AdLocal works
Advertisers PublishersAd
Campaign
Users
Location
Operators
[AD] University Ave. No.1MexicanRestaurant 10% DiscountCoupon!
MobilePhone
Ads areinserted
Landing Page or Click-To-Call
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Examples of Advertisers
Most successful categories of advertisers:Food & Restaurant Local Jobs andEmploymentEducational Institutions Beauty salons Cardealers
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Strong publisher network in
Japan
[PR]SALE!!10% Discount@Tokyo
[PR]No.1 Sushi Bar! Shibuya Sta.[PR]English Lessons at Shibuya[PR]SALE!! 10% DiscountCoupon
@niftyhttp://bousai.nifty.com
Excite Mobilehttp://mobile.excite.co.jp
Excite Japan
askU.comhttp://m.asku.comBandai Networks, Inc.
gogo.gshttp://m.gogo.gsgogolabs, Inc.
e-Nenpihttp://response.jp/enenpi/
IRI Commerce and
Technology, Inc*DoCoMo Official CP
tabelog.com
http://m.tabelog.comKakaku.com, Inc.
Moba-ge NTT-BJ i-
http://bousai.nifty.com/http://mobile.excite.co.jp/http://m.tabelog.com/http://m.tabelog.com/http://mobile.excite.co.jp/http://bousai.nifty.com/ -
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Proved performance for
advertisers
Non-Local Ads LocalAds(Average CTR for 12 month from mid-2007 to
mid-2008 )
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Proved performance for
publishers
(Average CPM for 12 month from mid-2007 to
mid-2008 )
Non-Local Ads LocalAds
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Case Studies
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A car manufacturertargeted their ads to the
areas near their dealers.
Actual Screen Image
A fast foodfranchiserpromoted their
franchisees.
Case Study 1 : Pinpointing
Market Areas
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Before:$1,000/stude
nt tutor hired
Case Study 2 : A home tutoring
companyAfter usingAdLocal:
$300/student tutorhired
The tutoring companytargeted universitycampuses.
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Combined with a big screen advertising indowntown Tokyo, to promote a new album
of a singer.
10,000 customersinteracted with this
campaign within 3
Case Study 3 : Simultaneous-ad
campaign
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Part IV:Opportunities for theEuropean mobile market
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Growing GPS enabled phones
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Print
AdvertisingTo Mobile
NewspaperInsertsFlyersFree paper
Free magazinesYellowpage ads
Print AdSpending
Printed local ads to shift mobile
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Potential partners
Mobile content providers (especiallyLBS)
Mobile network operators
Handset manufacturers
PND manufacturers
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Content ProvidersMonetize mobile apps andcontents.
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Operators
Operators can enable AdLocalplatform in their markets
By providing Cell-IDs to thepublishers in their ad network
No GPS-phone required
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Handset ManufacturersMonetize pre-installed apps withlocal ads
Widgets
Apps
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PND manufacturers
Another monetizing vehicle or value-add for PNDs
Distribute coupons
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Our New InternationalProduct is Coming Soon inSpring 2009
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Please contact us at:
Our temporary internationalsite:
http://www.cirius.co.jp/enNew international site:
http://ciri.us (from mid-
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APPENDIX
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Comparison To Contextual Ads
User
Azabu
area
Roppongi
area
$0.40 bid by store B
$0.30 bid b store A
$0.60 bidby store C
*Roppongi and Azabuare two areas in Tokyo
which are in the same
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Ad Impressions in Tokyo