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IAB Europe's Research Showcase - Mobile Advertising - March 2009

    

 Mobile Advertising in Europe: Sharing research on an emerging platform IAB Europe held its second successful Research Showcase on 16th March in Brussels. Thirty senior executives from leading industry players including mobile operators, advertising agencies, technology providers, analysts and research companies attended and went away with plenty of pointers to future directions for this exciting new platform in digital advertising.

 Orange – Exposure Mobile Advertising study (UK)

Bruce Hoang, International Research Director at Orange opened the event with the findings from their own research project, Exposure, into consumer mobile media consumption and attitudes to advertising.  The objective of the study was to understand what people were doing on their mobile phones, from emailing to downloading media files.  It found that usage could be classified by age group, with younger users up to the age of 25 the most aware of the capabilities of their phones and classified as a ‘mainstream’ device, 25-45 year olds being ‘selective’ in the functions they use, whilst the over 45s were termed ‘tentative’ customers, using the mobile web for instance only very rarely. Orange asked respondents what they thought of advertising formats on their mobile phones. Banners ads were accepted, but there were concerns about what happens when you click on a banner ad on a mobile. Sponsorship was acceptable, but only if ads were of good quality and no longer than 12 seconds. There was a high level of interest in location based advertising, especially if customised to the owner, but reluctance amongst respondents to complete questionnaires listing their interests. Respondents really liked the idea of idle screen advertising on their phone displays on the understanding that it wouldn’t interrupt their activities. In summary, unsolicited advertising is definitely out – the mobile is a personal device and not suited to this type of promotion whereas targeted, relevant ads based on preferences of individuals are the most acceptable forms of mobile advertising.  

Download PPT M:Metrix - EU Mobile consumption Hervé le Jouan, Managing Director of comScore M:Metrics shared data from their MobiLens product covering the five main markets in Europe showing how consumers are using their phones by age and gender.  The research reveals that owners of iPhones are more active users of all applications on their mobile – including browsing for news, listening to music, emailing, watching video and playing games. Brand owners will be particularly interested to know that usage tracked over time showed significant spikes in access to sports results sites through the mobile during key sports events (see chart).  Advertisers might also want to know that mobile advertising is extremely effective at reaching high earners who are ‘cash rich and time poor’ and who rely on their mobiles to manage their busy lives – automotive companies have already realised this fact and many are promoting their products through this new medium.   Download PDF Screen Digest - Future AnalysisJulien Theys, Mobile Analyst from Screen Digest talked about the growth of the mobile advertising industry and provided forecasts for how the market for ad supported mobile content will grow. TV will account for 81% of Europe’s mobile content ad market by 2012, with music and user generated content accounting for very small proportions of the market.  Mobile operators tend to be cautious about sharing their user data with advertisers because the trust they have with their customer base is a vital part of their business. In some cases they are looking to third parties to help them manage their ad sales to ensure their customers remain satisfied with the ads they are being served. Julien also looked at the role of operating systems in the mobile advertising environment and predicted that there won’t be one powerful OS in the industry, but rather a number of players including Blackberry and Apple using different software platforms.   Download PDF Nielsen Mobile - Consumer Insight

René Lamsfuß, Director of Product and Methodology at Nielsen Online showed what people are doing on mobile internet across Europe. Entertainment is popular in four of the main five European markets, with Germany being the exception where shopping is especially popular, particularly auction sites, from mobile. Social networking is the most popular in the UK and growing in France, Germany and Italy. Next generation smart phones are driving usage across Europe with Italy the market with the highest penetration at present. Compared to the US, WAP is the growth area in Europe and consumers are much more likely to download content here than to connect with the web and stream content on their mobiles. René also illustrated how Europeans are open to mobile advertising based on four statements put to them. 

Download PDF Mobile Trend - Mobile Advertising Case StudiesLaurent Reysbosch, Commercial Manager at Mobile Trend shared case studies from mobile advertising campaigns showing how different brands in Belgium have driven leads and sales through a variety of different creative applications on the mobile. He shared the results of campaigns for brands in a variety of different sectors including Toyota, Procter & Gamble, Garnier, ING, Fiat and Coca Cola showing how integrating mobile into advertising campaigns can increase the reach and give advertisers access to new target groups.   Download PDF Aeneas Strategy Consulting & Management - Research from the Netherlands Tarik Fawzi Director at Aeneas Strategy Consulting & Management shared research from the Netherlands to show how mobile advertising can be used in these markets. The research encompassed the views of consumers, advertisers, market experts and mobile advertising service providers. Interviews with 1000 consumers indicated that gaining their permission, protecting their privacy, understanding their individual preferences and offering the right incentives are crucial to success.   Download PDF