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 27.02.2012Keep taking the Tablets - A paper from the 2011 Print and Digital Research ForumAuthor: Richard Marks (Kantar Media)

The paper examines some feedback on the usage of tablets and iPads and consumers’ reaction to these devices during 2011 in the UK and Finland.This item is password protected Download PDF 27.02.2012What’s New for News - A paper from the 2011 Print and Digital Research ForumAuthors: Kate Sirkin (Starcom Mediavest), Greg Brussel (BBC Worldwide Americas)

The paper investigates the role tablet devices are playing in people’s lives, how tablets are changing the way individuals consume news and attempts to understand what opportunities advertisers have to enhance brand experiences on tablet devices.This item is password protected Download PDF 03.03.2011Mobile Media: Consumer Insights Across Europe March 2011Mobile internet advertising spend during 2010 – when advertising revenues generally fell - was worth €710million, more than double its 2009 total of €279 million (Source: IHS Screen Digest 2011).

This report covering 19 European countries presents detailed research findings behind these figures. It springs from IAB Europe’s mission to prove the value of the market through research and education.

Mobile advertising wins out on many levels: it enables business to connect with consumers personally and immediately. The odds on their product message getting through to the right person are dramatically reduced. The recipient can respond equally effectively and speedily. What’s more the advertiser can track every step of the process and match it to sales outcomes. This not only makes targeting advertising spend easier, but also much more accurately and cheaply than tracking traditional methods of advertising.

If you are thinking of diverting precious advertising budget to mobile, this definitive report has the information you need.

Thanks are due to the Mobile Advertising Committee of IAB Europe who have worked long and hard on producing these findings and to our partners comScore, InSites Consulting and of course Orange for the important contribution they have made.

Download the report below.

Download PDF European Mobile Internet Use Executive Summary – January 2011

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The European Mobile Internet Users Executive Summary reveals insights from the European Mobile Internet Use Report focusing on Europeans who use the internet on their mobile phone or PDA in a typical week. The 2010 Mediascope Europe study found that 14% (71 million) of Europeans are weekly mobile internet users, spending almost an hour a day online via their mobile;  ‘internet-on-the-move’ is proving a more popular pastime amongst mobile internet users than reading newspapers or magazines.

For further information about Mediascope click here.

To obtain a copy of the full European Mobile Internet Use Report contact insight@iabeurope.eu.

IAB Europe members can access the full European Mobile Internet Use report below.

Download PDF European Mobile Internet Use Full Report – January 2011IAB Europe members can access the full European Mobile Internet Use report here.This item is password protected Download PDF 26.06.2009IAB UK Mobile Brand Effectiveness - KitKat Mobile Research Summary

Executive summary: 

• The mobile ad drove spontaneous awareness – up 35%
• Kit Kat was the only brand that saw significant changes to brand awareness in a period when they had no other media activity
• People mentioning Kit Kat as the first confectionary brand they thought of increased 247%
• Uplifts were seen across all demographics
• When users enjoyed the site they were browsing they were 76% more likely to remember the ad
• Offering something of value and leveraging strong brands is key to encouraging engagement
Download PPT 15.06.2009Aeneas Strategy Consulting & Management - Mobile Advertising Research UK - June 2009

This IAB and MMA endorsed research was carried out to document quantitative facts and qualitative visions on the status and potential of the UK mobile advertising market as it is in 2009.

 

It takes perspectives of the entire value chain into account: individual mobile users and executives from brands, media agencies, infrastructure and application parties, operators and influencers.  

This research found that 54% of respondents find mobile an easy channel to communicate and interact with brands of their preference and would send interesting offers they have received to their friends and family.

 

The research also showed that mobile is an ‘always and everywhere’ medium with 74% of respondents claiming to never turn off their mobile, and 92% stating that they never leave the house without their phone. A further 75% of UK users agreed with the statement that mobile is the most personal device they own.

If you are interested in having access to the full report, including 172 tables on consumer insights, it can be purchased for £2,999. If you are an IAB member, you are eligible for a £500 discount.

 

Please contact: Tarik Fawzi, Aeneas Strategy Consulting & Management  tarik@aeneasstrategy.nl +31 6 53115971  

http://www.mobileadvertisingresearch.com/

Download PPT 10.11.2008IAB UK - Mobile Advertising Snapshot - November 2008Nicki Lynas, Research Manager IAB Europe presented the latest mobile research undertaken of UK agencies and planners at IAB Europe's Research Showcase in November 2008. This item is password protected Download PPT 28.11.2008Screen Digest - Mobile Advertising 2008Through a survey among GroupM's international media agencies and a quantitative analysis of the mobile content market, Screen Digest assesses the potential of advertising on mobile media. Download DOC 28.11.2008m:metrics - Quarterly Market Summary - Q2 2008

The quarterly market summary of the mobile marketplace based on data from the United Kingdom, Germany, France, Spain, Italy, United States

Download PDF 

For further information about mobile advertising go to:

'Mobile Internet Use in Russia.' A report by On Device Research.

'Mobile Marketing & Advertising''A report by Turkcell from 2009.

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

"Exposure Mobile Advertising Study." Bruce Hoang, International Research Director at Orange opened the event with their findings from their own research project.

"EU Mobile Consumption." A presentation by Hervé le Jouan, Managing Director of comScore M:Metrics.

"Future Analysis." By Julien Theys, Mobile Analyst at Screen Digest.

"Consumer Insight." From René Lamsfuß, Director of Product and Methodology at Nielsen Online.

"Mobile Advertising Case Studies." By Laurent Reysbosch, Commercial Manager at Mobile Trend.

"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.

Lightspeed Research/ MMA  - UK Consumer interest in mobile banking.

Lightspeed Research/ MMA  - France Consumer interest in mobile banking.

Lightspeed Research/ MMA  - Germany Consumer interest in mobile banking.

 

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