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Slide 1: Magscan make advertising future with mobile!
Slide 2: Source: MAGSCAN 2010 by Sanoma Magazines Belgium
Slide 3: Mobile today Technological developments offer opportunities for content-based interaction A mobile is more than just a phone, it is an enabler for a mobile lifestyle Extending to digital, online & mobile, allows to adapt to consumers’ new lifestyle
Slide 4: The biggest medium …
Slide 5: Mobile today
Slide 6: Mobile today Today 18% has a fully internet-centric phone Number of smartphones will evolve towards 40% in 2012 … … of which the majority are iPhones
Slide 7: Who are the Belgian mobile surfers? • • • • 80% of the Belgians have a mobile phone 67% of the devices is mobile internet ready 53% male – 47% female Segmentation: – – – – – 66%: <35 year 55%: 35-55 year 28%: >55 year 412.000 iPhones (official numbers) (There are a lot of imported iPhones in Belgium) • iPhone users? Source: Sanoma Magazines Belgium
Slide 8: Where and when do they surf? 33% at home, in their free time 18% at work 31% when riding in public transport 13% in the car 10% always and everywhere Source: @The Reference www.reference.be
Slide 9: Mobile phone users go quicker online than online users to be part of a community What are they doing online? Source: RF mobile intent index www.ruderfinn.com
Slide 10: Why mobile advertising? • People EXPECT you to be on mobile with your services • Mobile is a fast and cheap way to reach the largest number of people • Direct relationship/communication (2-way street) • Direct response and engagement • Unique place for brand building and experience Source: @The Reference www.reference.be
Slide 11: Why mobile advertising? • iPhone phenomenon helped to change clients’ perception of mobile • Apps provided publishers and advertisers a way to provide utility and entertainment • Mobile enables fans to be better fans and always stay connected • Mobile can be a connection hub for media platforms Source: Dan Butcher, Mobile Marketer (Mobile Advertising Guide 2009)
Slide 12: What are we talking about? • Direct, proactive, permission-based voice and messaging engagements, mobile enhancement of tradition & new media, as well as mobile advertising
Slide 13: Why should you go mobile? “Far from being a one-trick pony, mobile is effective in rich environments like mobile video, minimal environments like SMS and the area in between covered by mobile display” Joy Liuzzo, senior director of marketing and mobile research at InsightExpress, a provider of digital marketing research specializing in the measurement of advertising effectiveness across online, mobile and other media Source: Mobile ad campaigns 5 times more effective than online: InsightExpress study,reported by Dan Butcher, www.mobilemarketer.com , 2010
Slide 14: Why should you go mobile? Mobile has the advantage over online when it comes to the engagement people have with the device and the environment the ads are being served in Source: Mobile ad campaigns 5 times more effective than online: InsightExpress study,reported by Dan Butcher, www.mobilemarketer.com , 2010
Slide 15: Why should you go mobile? Mobile Internet campaigns resulted in increases of 9% points for unaided awareness, 9% points for aided awareness and 24% points for ad awareness A comparison of three different mobile media types—mobile Internet, SMS and mobile video—revealed that the mobile Internet is the current powerhouse Source: Mobile ad campaigns 5 times more effective than online: InsightExpress study,reported by Dan Butcher, www.mobilemarketer.com , 2010
Slide 16: Why should you go mobile? SMS is effective at increasing upper level purchase funnel metrics such as awareness measures SMS campaigns generated increases of 5% points for unaided awareness, 10% points for aided awareness and 18% points for ad awareness A comparison of three different mobile media types—mobile Internet, SMS and mobile video—revealed that the mobile Internet is the current powerhouse Source: Mobile ad campaigns 5 times more effective than online: InsightExpress study,reported by Dan Butcher, www.mobilemarketer.com , 2010
Slide 17: Why should you go mobile? Mobile video is still emerging, but shows campaign impact on par with SMS across most key brand metrics With an increase of 13% points, compared to 12% points for Mobile Internet and 7% points for SMS, mobile video is demonstrating promise as a way to move the important brand favorability measure A comparison of three different mobile media types—mobile Internet, SMS and mobile video—revealed that the mobile Internet is the current powerhouse Source: Mobile ad campaigns 5 times more effective than online: InsightExpress study,reported by Dan Butcher, www.mobilemarketer.com , 2010
Slide 18: SMS So many different ways to use mobile augmented reality mobile bannering mobile games mobile search QR codes couponing mobile video iPhone branded apps location based services
Slide 19: And then … there is our way Magazines engage people through content and context. Our mobile approach is not different …
Slide 20: Source: What women want … in mobile_Trends Session by Cleverwood 11/05/2009
Slide 24: ° The real Love Wheel was published in print as well ° Spin the Wheel ° Get Romantic or Spicy suggestions for your loved one ° Post them on Facebook or Twitter Concept ° Advertising sponsored ° Pricing Customer : Free ° Launched 15.02.2010 Business Model
Slide 27: Final words Companies need to first observe, listen and then propose. From this observation, create a dialogue with your customers and test solutions that are adapted to their needs Source: What women want … in mobile_Trends Session by Cleverwood 11/05/2009
Slide 28: Medialogue - n.v. Sanoma Magazines Belgium Telecomlaan 5-7 1831 Diegem tel.: +32 2 776 27 47 fax: +32 2 776 27 92