MOBILE ADVERTISING RESEARCH GERMANYDMEXCO - September 24 2009 - CologneTarik Fawzi

What do Germans think of advertising?

Advertising helps me choose what to buy

= 54%

How do Germans view mobile advertising?

=39%

positive attitude towards advertising on the mobile phone

16 - 44

42%49%

62%

= 32%

= 34% = 37% = 40%

What does 39% mean in comparison to other media?

Television Radio Press Cinema

Outdoor Direct mail Internet Mobile

79%76%

82%62%

65% 53%73%

39%= 32%= 59%= 34%= 74%

= 68%= 77%= 58%= 70%

What is your attitude towards the following media (% positive)?

Which attitude drivers change their attitude?

Initial

Privacy

Profile in

formation

Prefere

nces

Relevance

Permiss

ion

Control

Incentive

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

39%

63% 61% 61%69% 71% 72% 73%

32% 55% 61% 60% 65% 67% 69% 74%

ATTITUDE DRIVERS

GERMANYUK

Posi

tive

attitu

de

What is your attitude towards mobile advertising if …?

Are there differences between demographics?

What is your attitude towards mobile advertising if …?

Initial

Privacy

Profile in

formation

Prefere

nces

Relevance

Permiss

ion

Control

Incentive

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

39%

63% 61% 61%69% 71% 72% 73%

ATTITUDE DRIVERS

GERMANY

MI

16-24

Men

Women

Drivers

Posi

tive

attitu

de

What types of incentives are most wanted?

Which incentive do you find most appealing?

GER Men Women 16-24 MI0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

INCENTIVES

RingtonesMusicGamesApplicationsMonthly amountDiscount billOne offTexts & MinutesMinutesTexts

5Brand messages a day

= 5

If incentivized how does mobile compare to other media?

Television Radio Press Cinema

Outdoor Direct mail Internet Mobile

79%76%

82%62%

65% 53%73%

71%= 70%= 59%= 34%= 74%

= 68%= 77%= 58%= 70%

Would you grant permission for mobile advertising if incentivized?

Who are making mobile advertising happen?

Advertisers Media agencies Saleshouses

Ad serving

Operators Infrastructure

suppliersApplication

partiesConsumers

(Mobile) advertising is about bringing the advertiser and consumer together

Advertisers Consumers

Why mobile?• Personal• Portable• Always on• Interactive• Viral

>

What do advertisers want?

>Advertisers want less ‘waste’ of their advertising expenditure

>Advertisers want to interact with their customers

>

Advertisers want to be in touch with their customers: anytime, anyplace, anywhere

>Ultimaltely advertisers want sales and conversion

Advertisers want to target >

Advertisers want reach>

Making it happen: everybody wants a piece of the mobile advertising cakeWhich part will the operators take?

Adserving

Media agenciesSales

housesOperators

Infrastructuresuppliers

Applicationparties

Gatekeeper• Customer base• Contact• Customer intelligence

Integration• Platforms• Hosting

Innovation• Solutions• Focus• Partner/ Outsourcing

Operations• Planning• Delivery• Interfacing• Cross mobile

Sales• Inventory• CPM/CPA

Purchase• Adviser• Medium choice• Cross media

Some players fulfill multiple roles in the value chain to avoid too many chains and to simplify mobile advertising life

Adserving

Media agenciesSales

housesOperators

Infrastructuresuppliers

Applicationparties

Gatekeeper• Customer base• Contact• Customer intelligence

Integration• Platforms• Hosting

Innovation• Solutions• Focus• Partner/ Outsourcing

Operations• Planning• Delivery• Interfacing• Cross mobile

Sales• Inventory• CPM/CPA

Purchase• Adviser• Medium choice• Cross media

Media Selling

Campaign Managmt

Inventory Innovation& Aggregation

Hosted Platform

Media Partners

Mobile advertising is not just one channelRe

ach

Frequency

Mobile portals

TV

MMS

SMS

Voice

-

-

+

+

Bluetooth

Idle Screen

Search engine

Voicemailnotification

Prepaid notification

Missed callnotification

Voicemail

Branding & direct response channels

USSD

Applications

Video calling

Gaming

STORYLINE

ÆNEAS STRATEGYTarik Fawziwww.aeneasstrategy.nlwww.mobileadvertisingresearch.comtarik@aeneasstrategy.nl+31 6 5311 5971