mma ii study of investment in marketing and mobile advertising spain
DESCRIPTION
Mma ii study of investment in marketing and mobile advertising spainTRANSCRIPT
2nd Study on Mobile Marketing Spending
in Spain
November 2009
Sponsored by
2
Objectives and Methodology
Marketing Mobile Scope
Marketing Mobile Spending
• Worldwide spending
• Adex in Spain
• Spain spending 2007-2009e
• Spain spending evolution estimations :2009e – 2012e
• Spending by typologies
›Mobile Internet
›Applications and Advergaming
›Messengers
• Spain by Concept: Creativity/ Technology/ Media Buying
• Spending by sectors
• Spending by type of portal
Future Trends
• Actual develop areas
• Technology
• Formats with more future
• More asked formats
• Marketing and communication issues
Index
3
Objectives and methodology
Marketing Mobile Scope
Marketing Mobile Spending
Future Trends
Index
4
2nd Study on Marketing Mobile Spending: Objectives
This second wave of the study on marketing mobile spending in Spain covers the next objectives:
• To quantify the investment on marketing and mobile advertising.
• To analyze and to spread the sector economic relevance.
In order to achieve that, a methodology based on the collaboration with other MMA associated companies have been accomplished. They have expressed their point of view about the sector throughout the following surveys.
This survey aims to get information about done and/or received investmentQuantitatu
ve
Survey
Qualitative
Survey
It allows us to have a knowledge about challenges, forecast and point of view about marketing mobile in Spain.
5
Participant enterprises on 2009 Study
Surveys have been collected during July to October 2009.
In this edition, 21 associated companies have taken part in
the study. They represent the different typologies that MMA
represents.
• Mobile phone operators
• Interactive agencies.
• Technology and contents creators.
• Marketers
% of participant companies typology according to their declaration on surveys.
7%
32%
18%
32%
11%
Mass media marketer
Techonolgy
Contents providers
Agencies
Mobile phones operators
6
Index
Objectives and methodology
Marketing Mobile Scope
Marketing Mobile Spending
Future Trends
7
Mobile Marketing definition
Display
Search
Mobile Marketing
Bluetooth
Geomarketing
(LBS)
SMS
MMS
Applications
Advergaming
Contents and
applicationsVoiceCuponning MessengerProximity
Fuente: MMA
Mobile advertising
What does marketing mobile contain?
Mobile Marketing is a set of practices that enables organizations to
communicate and engage with their audience in an interactive and
relevant manner through any mobile device or network
8
Index
Objectives and methodology
Marketing Mobile Scope
Marketing Mobile Spending
Future Trends
9
World Marketing Mobile investment
Evolution
Marketing Mobile will represent a global market near 7.500 million dollars.on 2011.
Source: Gartner September 2009
Marketing investment in the world
Marketing mobile investment in the whole world (2007-.2012e)(Million Dollars)
0
2
4
6
8
10
12
14
16
2007 2008 2009 2010 2011 2012
10
Investment in advertising in Spain
Forecasting 2009
Different forecastings reflect a serious crisis on advertising market in Spain
The only growth media is the interactive one.
Source: Infoadex june 2009, Arce Media September 2009, Zenith Media October 2009
Forecasting % variation on advertising investment
-29,2
-24,8
-19,2
-30,1
-24,6
-20,6
2,7 2,96,6 6,7
Infoadex 1st Half 09 Arce I2p 2009e Zenith Vigia 2009e
Totaladvertising
Tv
The Internet
Mobiles
11
Investment in Marketing Mobile in Spain.
Evolution
Despite the crisis on advertising market, activity during 2009 will exceed 32 million (€), with a 13,3% growth versus
2008 for all marketing mobiles activities.
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
Evolution of Marketing mobile in Spain
32,328,6
15,1
2007 2008 2009e
+89%
+13,3%
Marketing mobile investment in Spain
12
Marketing mobile investment evolution.
Forecasting with average growth of 40% is optimistic. This forecasting is more prudent than Gartner estimations.
+89%
+13,3%
+47%
CAGR 2009 - 2012:
40%
+51%
+48%
105,7
71,4
47,432,328,6
15,1
2007 2008 2009e 2010e 2011e 2012e
Investment in Marketing Mobile in Spain.
Evolution
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
13
Evolution of investment increases (%) on marketing Mobile. Forecast. 2009 vs 2008.
The Forecasting of investment increases is optimistic, however it is more moderate than on 2008 MMA Study.
Estimated Investment for 2009, is more realistic, because the interactive media are the only one that will grow.
98,0%
50,7%46,5%
13,3%
85,0%89,0%
2009e 2010e 2011e
2009 study
2008 studyGreat expectatives fall down.
Investment in Marketing Mobile in Spain.
Evolution
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
14
Evolution of Marketing mobile investment by typology in Spain ( 2007-2009e) (million €)
Investment in Marketing Mobile in Spain
Investment by typology
In 2009 Marketing and Mobile advertising will be a 32,3 million (€) market in Spain.
New investment on Social networks represents a volume of nearly 1 million (€).
9,06
3,56
5,82
11,64
1,29 0,97
Applications Proximity Messenger Internet mobile Voice Social networks
2007
2008
2009e
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
15
Evolution of investment in marketing mobile by typologies in Spain (2007-2009e)
Internet Mobile is still the most important activity in terms of volume. However, other typologies as Applications
and Advergamings are increasingly important thanks to the new terminals.
36%23% 28%
29%
32%11%
13%
12%
18%
22%33%
36%
4%3%
2007 2008 2009e
Social Networks
Voice
Internet Mobile
Messenger
Proximity
Applications
Investment in Marketing Mobile in Spain
Investment by typology
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
16
18%
8%
74%
Media buying
TechonolgyCreativity
6
94
Display
Search22%
33%36%
2007 2008 2009e
Evolution % investment * Evolution Investment* (millions €) % Investment per Concept % Investment per action type
Internet Mobile is one of the main lever for marketing mobile with an investment of 11,6 million (€) for 2009.
Most part of this investment is directed to the buy of banners (it represents the 74% of total investment on
Media).
The 6% is invested in Search.
Investment in Marketing Mobile in Spain
Investment by typology: Internet Mobile
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
3,39
9,52
11,64
2007 2008 2009e
17
Applications and Advergamings show a growing evolution, becoming on 2009 the second investment typology.
More than 9 million (€) are mostly invested in technology, due to it relevance on development. Creativity is
important too.
72%
23% 5% media buying
technology
creativity
36%
23%
28%
2007 2008 2009e
5,38
6,53
9,06
2007 2008 2009e
Evolution investment*(%) Evolución Investment* ( millions €) % Investment per Concept
Investment in Marketing Mobile in Spain
Investment by typology: Internet Mobile
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
18
Messenger is making up positions in 2009, reaching 18% of total investment.
About 6 millions (€) are spared evenly on media and technology. Creativity relevance is not very high.
SMS are still the most used
81%
19%
sms
mms
45%
5%
50%
Compra de Medios
Tecnología
creatividad
13%12%
18%
2007 2008 2009e
1,92
3,44
5,82
2007 2008 2009e
Evolution investment* million € % Investment by concept % Investement by type od actionEvolution % investment*
Investment in Marketing Mobile in Spain
Investment by typology: Internet Mobile
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
19
% Investment by concept 2009
Media buying represents 12,5 millions (€) in 2009, it reflects 39% of total investment.
Investment by Concept 2009 (Total Mobile Marketing)
74
50
105 5
15
39
18
45
65 72
35
75
46
8 5
25 23
60
515
Internet
mobile
Messenger LBS Applications Social
networks
Voice total
Media buying Techonoly/production Creativity
12.580
14.860
4.842
Investment (millions €)
Investment in Marketing Mobile in Spain
Investment by concept
Source: Quantitative and qualitative survey MMA. Spain. 2009
20
% of investment* in Mobile Marketing per sector.
Automotive and Travel are the most active sectors during this year.
In consumer goods sector, Beauty industry highlights achieving the 9%
16%
13%
9%8%
7% 7%
5% 5%4% 4%
2% 2% 2%1% 1%
Automotive
Transports and
travelling
Beauty
Distribution and
restoration
Telecommunications
Finance
Beverages
Culture
Food
s
Lea
sure time and
sports Health
Cleaning
Energy
Equipments
Services
Investment in Marketing Mobile in Spain
Investment by sectors %
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
21
Mobile Marketing investment by sector million €
Seven main sectors group 58% of total investment, representing more than 2 millions € each.
5.2234.232
2.932 2.6562.227 2.186
1.576 1.528 1.301 1.164767 650 502 275 164
Autom
otive
Transports and
travelling
Beau
ty
Distribu
tion an
d
restoration
Telecommun
ications
Finance
Beverage
s
Culture
Food
Lea
sure time and
sports H
ealth
Clean
ing
Energy
Equ
ipments
Services
Investment in Marketing Mobile in Spain
Investment by sectors millions (€)
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
22
Investment* in off and on portals(%)
Forecasting states that investment in Off portals is increasing.
7867
50
2233
50
2009e 2010e 2011e
on portal off portal
Investment in Marketing Mobile in Spain
Investment by type of portal
Source: Quantitative and qualitative survey MMA. Spain. 2009
Including technology, production and investment
23
Index
Objectives and methodology
Marketing Mobile Scope
Marketing Mobile Spending
Future Trends
24
Sector Development
Current development areas
The main development areas mentioned by associated are in
relation with the economic revitalization of the sector:
• Real flat fees: for offering value added to the user, as tv on
mobile telephones or in the internet.
• More capacity for the users to obtain real time
information.
• LBS systems will mean more value for the user.
• Innovation throughout formats and creativity. Applications
and adapted contents are essential for development.
• Advertisers would have to have higher knowledge and
channel will have to be integreated on communications
strategies.
• Permission Marketing databases.
25
How does tech dependence affect to the development of the following factors?
Future trends
Technological dependence
Tariffs and terminals are essential on sector development, however, contents development area provides a closer look at business.
2,6 2,6 2,52,4
2,3 2,2
1,9
2,9
1
2
3
Data flat fees Handset and
terminalas
New
applications
development
Contents
development
Networks The internet standard
regulation and
development
New operative
systems and
platforms
development
High
Medium
Low
Source: Quantitative and qualitative survey MMA. Spain. 2009
26
Formats with higher future (% agreement)
Future trends
Formats with higher future
Contents and applications are considered the formats with higher future. This is because advertisers have a great
interest on it.
22%20% 20%
16%
10%
6%4%
Contents and
applications (inc.
Advergaming and
widgets)
Internet Mobile
advertising
(search)
Messenger (SMS,
MMS)
Display Bluetooth and
LBS
(geomarketing)
Cupponing Voice
Source: Quantitative and qualitative survey MMA. Spain. 2009
27
“Essential on new ways of advertising”“Differentiator“specific target”“Operators are betting for widgets”“The most important thing at campaigns”
Contents and applicationsIncluding advergaming y widgets22%
1st position
Mobile internet(search)20%2nd position
“Google Search model”“User has an increasingly need to look for information wherever he/she is”
“mature market, low price”“advertisers are familiar with it”“powerful with interactivity”“SMS will live for longer”“coverage, immediacy and familiar media”
Messenger (sms and mms)20%3er position
Future trends
Formats with higher future: Reasons
Source: Quantitative and qualitative survey MMA. Spain. 2009
28
Proximity (bluetooth and LBS)10%5th position
“LBS: direct utility for the user.”“Relevance and capacity for segmentation”“but… not very massive and kind of intrusive”
Cuponning6%6th position “Measuring capacity”
Voice4%7th position
“it does not depends on downloading”“it is simple and it interacts with other services”
Mobile internet(display)16%.
4ºth position“internet and mobile are like brothers”“surfing in the internet capacity and flat fees”
Future trends
Formats with higher future: Reasons
Source: Quantitative and qualitative survey MMA. Spain. 2009
29
What services do you think are going to be more accepted and demanded by mobile users?
2,722,56 2,56
2,44 2,39 2,39 2,33
2,11
1,67
2,94
1
2
3
Internet
mobile
Messenger social
networks
Search
engines
Applications
and
advergaming
video widgets Cuponning LBS 2d
Future trends
Services with greater demand
The ability to surf the internet will mean a higher use of applications, downloads and social networks at real time.
High
Medium
Low
Source: Quantitative and qualitative survey MMA. Spain. 2009
30
What variable do you thing is more helpful for enhancing mobile marketing services?
Future trends
Marketing and communication elements
It is vital the direct approach to customer, supported by economic results and analysis that confirm its efficiency.
4,1
3,7 3,63,4
3,13,0
4,2
1
2
3
4
5
Visits of
commercials
Studies The internet mobile marketing
association
Fairs Events Advertising on
mass media
Very useful
Indifferent
Few
Quite useful
Not useful
Source: Quantitative and qualitative survey MMA. Spain. 2009