UK Project
On June 15th, in London, Mobile Advertising UK unveiled the results of the first ever UK specific research project into the state of the UK mobile advertising industry. Conducted by Peggy Salz of MSearch Groove the research provided key insights and industry strategies that will help stimulate mobile advertising revenue growth in the expanding UK market. The Mobile Advertising UK event produced by CamerJam events brought together over 130 industry leaders to discuss the findings impact on future direction of the industry.
Research Highlights
Market size
The market for mobile advertising UK was assessed to have a value of 28.6 million GBP in 2008, an increase of 99% versus 2007. This represents 0.16% of the total UK advertising market (17,5 billion GBP).End user insights
End user acceptance of mobile advertising in the UK is at 70% putting it on level with advertising mainstays TV, outdoor, direct mail, internet and radio advertising. The majority of UK end users are willing to share personal information regarding age, gender, interest, sports, fashion, music, hobbies, lifestyle and brands. LBS still faces hurdels as many end users are reluctant on revealing their location. Awareness of SMS advertising is highest, youngsters have a high awareness of the richer channels and voice ad acceptance appears high.Obstacles
Hurdles to be tackled are of broad variety including; lack of true operator cooperation in sales, technology standards, lack of metrics, a lack of rolled-out opt-in programs, advertiser unawareness of mobile as a communication means, fear for conflicting business models, focus on niche services with little reach, cross-media planning and campaigns, fragmentation of inventory.Opportunities
Identified opportunities for the UK market include: usage of high-reach services as voice and texting for advertising, two-way communication, end-to-end delivery of campaign with mobile coupons & tickets, using mobile as a way to make traditional media more effective, app stores, sales cooperation on inventory, increased effectiveness by targeting through intelligent ad serving in combination with end user-control opt-in programs; integrated mobile booking with booking of online and traditional media.Conclusions
Short-term, mobile may be considered over-hyped as market fragmentation will constrain mobile advertising's rate of growth, but at a slower pace than it has. Mid-term, it could prove to be the most underhyped advertising channel. To realize the potential it is crucial that advertisers, media-agencies, ad serving and infrastructure companies, publishers and operators work hand-in-hand.
Educating the market at all levels continues to be critical: advertisers need to be informed about the mobile potential, the mobile industry needs to understand advertiser needs better. Above all control, permission and individual needs of end users remains the starting point.
A Management Summary of the UK Research is available for download here.
The Mobile Advertising UK Research report with detailed tables of the online consumer and expert interviews will be published on 1 July, 2009 and is available to purchase @ £2,999+VAT. If you attended the event or if you're a member of the MMA or IAB then it is available for a discounted rate of £2499+VAT. Contact Tarik Fawzi.
UK Partners
IAB UK
http://www.aibuk.net
The Internet Advertising Bureau (IAB) is the trade association for digital advertising. With over 480 members, it's run for the leading media owners and agencies in the UK internet industry. Online is an exciting and fast-growing medium and our job at the IAB is to work with members to ensure marketers can identify the best role for online and the emerging mobile market, helping them engage their customers and build their brands. Through the dissemination of research and the organisation of regular events, we aim to put digital on the agenda of every marketer in the UK, acting as an authoritative and objective source for all internet advertising issues whilst promoting industry-wide best practice.
Mobile Marketing Association
http://www.mmaglobal.com
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association's global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches.
IAB Europe
http://www.iabeurope.eu
Representing 23 country members across Europe and over 5000 companies, the Interactive Advertising Bureau (IAB) Europe is the trade association of the European digital and interactive marketing industry. Supported by every major media group, advertiser, agency, portal, technology and service provider, the power of IAB Europe comes from its extensive membership. IAB Europe exists to promote the growth of Europe’s interactive advertising markets, to protect the interest of the industry, to regulate practices on the market and to educate the stakeholders in the digital landscape. To achieve these goals, IAB Europe coordinates activities across the region including public affairs, benchmarking, research, setting standards and best practices.
AIME
http://www.aimelink.org
The Association for Interactive Media and Entertainment is the longest serving trade body in the interactive media business where customers engage, consume and pay for information and entertainment services. AIME promotes excellence in the world of Interactive Media and Entertainment. The purpose of AIME is to create an environment of consumer confidence and trust within which our Members’ commerce can flourish within a framework of a strong Members’ code of ethics. AIME has a membership that represents the entire value chain – from the providers of information and entertainment to the network operators and technical service providers that deliver and bill them to customers. No other organisation has such reach or representation.
MEF
http://www.m-e-f.org
Since 2000, MEF has established itself as the leading global trade association for companies large and small across the mobile entertainment value chain. MEF's membership base spans the entire range of mobile entertainment activities, including music, film, TV and video companies who create and package content; publishers, retailers, service providers and technologists who sell and deliver content and network operators who get the content to the end users.
Every Single One Of Us
http://www.www.everysingleoneofus.com
Every Single One Of Us is a communications movement with a vision to enable and enhance interaction between people and commerce. The collaborative venture - founded by Jonathan MacDonald, who was previously a Chairman of the Music Industries Association, Commercial Director of Ministry of Sound, and Sales Director at the advertising-funded mobile network Blyk – was created to safeguard user experience in the ultra-connected world. Global objectives include market research, seminars, consultancy, workshops, master-classes, and platform development. By promoting and authorising best practice, Every Single One Of Us intends to provide a central access point for positive and progressive communication activities focussed on citizen engagement. As a collective, Every Single One Of Us will facilitate and accelerate commercially viable and mutually beneficial communication.
Mobile Monday London
http:// www.momolo.org
Mobile Monday London (MoMoLondon) is an informal networking group based in London, England. Our aim is to share experiences of building and deploying mobile data products and services. We invite lively discussion on our mailing list and we organise monthly networking events around topics and trends of interest to the UK mobile industry.
MSearchGroove - Research Partner
http://www.msearchgroove.com
MSearchGroove (MSG) is a premiere knowledge portal providing analysis and commentary on mobile search, mobile advertising, social media and all things digital at the intersection of content and context. Through primary research and interviews with C-level executives and industry luminaries, MSG is the essential read for companies seeking ways to monetize their digital assets, drive mobile advertising revenues and connect with empowered consumers.
AENEAS Strategy Consulting
http://www.www.aeneasstrategy.nl
Headquartered in The Hague, ÆNEAS Strategy Consulting and Management is an international consultancy firm focussed at strategy & business development for the telecommunications market and global mobile industry. The firm has spearheaded the development of innovative mobile advertising strategies on behalf of players in the emerging business ecosystem active in the international arena. It was founded in 2004 by Tarik Fawzi, whose career in the advertising and mobile industries spans 15 years.
Mobile Data Association
http://www.themda.org
The Mobile Data Association is the UK’s leading trade body representing the common voice of the mobile data industry, and is the official authorised consolidator of SMS, MMS and Mobile Internet market data on behalf of the UK cellular networks. With around 100 members, the MDA provides a forum for the industry to meet and share information and is a credible point of contact for both press and consumers. The MDA promotes the uses and benefits of mobile data through conferences, seminars, the media and two dedicated websites and maintains an informal dialogue with the appropriate government and regulatory bodies.
Sponsors
Alcatel-Lucent
http://www.alcatel-lucent.com
Alcatel-Lucent (Euronext Paris and NYSE: ALU) is the trusted partner of service providers, enterprises and governments worldwide, providing solutions to deliver voice, data and video communication services to end-users. A leader in fixed, mobile and converged broadband networking, IP technologies, applications and services, Alcatel-Lucent leverages the unrivalled technical and scientific expertise of Bell Labs, one of the largest innovation powerhouses in the communications industry. With operations in more than 130 countries and the most experienced global services organization in the industry, Alcatel-Lucent is a local partner with a global reach. Alcatel-Lucent achieved revenues of Euro 16.98 billion in 2008 and is incorporated in France, with executive offices located in Paris.
Comverse
http://www.comverse.com
Comverse is the world’s leading provider of software and systems enabling value-added services for voice, messaging, mobile Internet and mobile advertising; converged billing and active customer management; and IP communications. Comverse’s extensive customer base spans more than 130 countries and covers over 500 communication service providers serving more than two billion subscribers. The company’s innovative product portfolio enables communication service providers to unleash the value of the network for their customers by making their networks smarter. Comverse’s solutions support flexible deployment models, including in-network, hosted and managed services, and can run on circuit-switched, IP, IMS or converged network environments. Comverse is a subsidiary of Comverse Technology, Inc. (CMVT.PK). For more information, visit www.comverse.com.
GetJar
http://www.getjar.com
GetJar is the world’s largest independent app store with over 450 million downloads to date. The company provides more than 45,000 mobile applications across all major handsets and platforms to consumers in more than 200 countries. GetJar is backed by marquee investors Accel Partners and is based in the UK, Silicon Valley and Lithuania. For more information, visit our web site or follow us on Twitter @getjar.
Adfortel
http://www.adfortel.com
Adfortel is provider of the patented VoiceAds Engine® VoiceAds represent audio commercials that are played to subscribers during the waiting period for setting up a call. The key difference in comparison with traditional ring back tone replacement services is the fact that the calling party is subscribed to the service as opposed to the called party. This concept’s business processes for subsciptions, personalisation, provisioning, ad serving and reporting is managed via Adfortel’s VoiceAds Engine. Although varying per country, on average 15 seconds of, currently unused, call waiting time can now be treated as advertising airtime. The use of VoiceAds offers advertisers an innovative and extremely effective manner of mobile advertising. Important characteristics are reusability of radio ads, handset independence, thus a wide reach, and many individual instances of interaction with the target group with the possibility to target on profiles and offer opt-in incentives to subscribers to the service.
To discuss the advantages of sponsoring MobiAdUS 2009 and detailed packages click here.