The Rules Of Mobile Advertising

모바일 광고 시장 트렌드 및 신 비즈니스 수익 모델

2010. 5. 25.mobizen

Mobile Tsunami Is Coming.Are You Ready For This?

Do You Think It’s Still Small Market?

4.6BillionMobile Phone For

66.7% Of Earth

0

1.00

2.00

3.00

4.00

0.09 0.200.60

1.20

2.20

3.60

20092010

20112012

20132014

Global Mobile Data Traffic

(Unit : EB/month)

40X From 2009 To 2014

- Source : Cisco

We Must Ride Mobile Wave, Now.

So Far...

Now, We Have To Discuss The Business Model.

It Was Simple.

The Types Of Mobile Business Model

Sell Application & Contents

Mobile Advertising

Subscription Fee

Transaction Fee

Sell Device

0

1

3

4

5

1.31.7

2.1

2.8

3.5

4.5

20072008

20092010

20112012

Korean Mobile AD. Market Size Trend

(단위 : 천억원)

- Source : Frost & Sulivan

VS.

Price : $750 MRevenue in 2009 : $70 M

Price : $265 MRevenue in 2009 : $30 M

What Is Mobile Advertising?

Is It?

Sell Your Brand In Here

It Is Different With PC Web.

I Will Give You 7 Rules.

Rule #1, Mobile Is Immediate.

1.8 M In 3 Weeks.

Rule #2,Mobile Is The Shadow Of Consumer.

0% 7.50% 15.00% 22.50% 30.00%

27%

26%

25%

23%

19%

17%

Locate Near By POI, Shop, or Services

Find Where You Are On A Map

Use A Navigation Service

Get Text Based Directions

Locate Friend & Family

Send Current Location To Personal Contacts

- Source : Mobile Marketing Association,(2010. 4. 20)

Mobile LBS Used By US Users

“As Mayor Of This Store,Enjoy $1 Off”

Rule #3,Use A Rich Echo System.

App-vertising

Rule #4,Don’t Sell The Product, Yet. Sell Your Brand!

0%

0.23%

0.45%

0.68%

0.90%

0.48%

0.83%

Mobile

Non-Mobile

Mobile vs. Non-Mobile AD CTR

- Source : Chitika Network

Home Furnishings

Food Retail

Computer Hardware

Specialized Consumer Services

Movies & Entertainment

Internet Software & Services

Automobile Manufacturers

Publishing

Broadcasting & Cable TV

Mobile Contents

Mobile Banner ADs Instances By Sector

0% 5% 10% 15% 20% 25% 30% 35% 40%- Source : comScore

http://www.youtube.com/watch?v=P71IoNJodkY

iPint- Carling from Coors Brewers

Branded Application

0% 15% 30% 45% 60%

58.3%

12.7%

8.8%

5.4%

3.4%

2.9%

2.5%

2.0%

상품 및 기업에 관심 증가

타인에게 전달

캠페인이나 게임 참가

회원가입

해당 기업의 유료서비스 이용 고려

블로그나 게시판에 전파

매장에서 구입

사이트에서 구입- Source : 일경 BP Consulting

Branded Application 을 접한 후의 사용자 반응

Rule #5,It Isn’t Easy To Type In Mobile Device.

Mobile Tagging

http://www.pepsi.co.uk/QRSteps.aspx

PEPSI Event In UK

Softbank Booth Girl in ’08 Tokyo Game Show

Northwest Airlines

N Building

iPod nano Promotion In Subway Station

We Need The Distribution Platform For It.

Google’s Favorite Place

Daum Will Make It, Too.

Rule #6,Landing Page Must Be Various.

0% 25% 50% 75% 100%

38%

21%

18%

24%

37%

37%

39%

34%

25%

42%

43%

41%

전체

모바일쿠폰

개인화광고

광고포함 무료컨텐츠

부정적 중립적 긍정적

- Source : Mobile Entertainment II

모바일 광고에 대한 소비자 거부감

Total Mobile Coupon Retail Redemption Value

- Source : Borrell Associates

0

1750

3500

5250

7000

3.30 7.207.15 86.40 373.70

1055.30

2242.40

4101.60

6598.50

2006 2007 2008 2009 20102011

20122013

2014

(단위 : Million $)

SKT 기프트콘 사용 추이

- Source : 전자신문

0

175

350

525

700

2006 2007 2008 20090

750

1,500

2,250

3,000

3

570

1,600

2,100

1

245

400

700

거래 건수 서비스 매출

(단위 : 천만원, 만건)

58%25%

17%

20s 30s Other

- Source : 전자신문

Age In SKT 기프트콘

68%

21%

11%

Yes No Not Sure

- Source : miBuys

Interested In Receiving Discount Coupons via Mobile

* The Female Answerer

The Place Where Use Mobile Coupon

- Source : Pointon Research

0%

23%

45%

68%

90%

Fast Food CD, Video Rental Family Restaurant Purchasing Goods Public Restaurant

20.2%20.9%

34.0%34.3%

81.8%

Rule #7,Don’t Forget Mobile Web.

0% 8% 15% 23% 30%

28.4%

22.5%

19.6%

17.1%

15.4%

14.8%

7.1%

Mobile Web

SMS

SNS

MMS

LBS

TV/VOD

Game

매체별 모바일 광고 회신율

- Source : Brightkite/Gfk NOP Research

Rule #1, Mobile Is Immediate.

Review

Rule #2, Mobile Is The Shadow Of Consumer.

Rule #3, Use A Rich Echo System.

Rule #4, Don’t Sell The Product, Yet. Sell Your Brand!

Rule #5, It Isn’t Easy To Type In Mobile Device.

Rule #6, Landing Page Must Be Various.

Rule #7, Don’t Forget Mobile Web.

http://www.mobizen.pe.kr@mobizenpekr

Thanks For Listening.