Mobile Advertising in LatAm; The Myths, The Facts and the Future
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Mobile in LatAm The myths, the facts & the future_
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LatAm is currently the world’s fastest growing mobile ad market. It’s uniquely placed to ‘leapfrog’ the US, Asia and Europe in terms of innovation and moving forward in total adspend. So how come in 2012 the region only accounted for 0.6% of global mobile adspend? This presentation dispels the myths that surround mobile advertising in LatAm, and uncovers the three predictions that makes it one of the most exciting to markets to operate in for brands, agencies and publishers.
Transcript of Mobile Advertising in LatAm; The Myths, The Facts and the Future
Mobile in LatAm
The myths, the facts& the future_
Telefonica Digital_Beyond Connectivity… Injecting digital into Telefonica
Size of opportunitymakes LatAm a priority
2 in 5 people
Source: World Bank Population 2012, Telefonica Annual Report 2012
Advertising:Our Mission…
Data
Mobile advertisingthe (near) future_
Advertisers will have to think ‘Mobile First’
Source: eMarketer, Ovum 2013
2012 2013 2014 2015 2016 20170
50
100
150
200
250
Internet Population
Smart-phone Ownership
(Mill
ion)
1
Advertisers will have to think ‘Mobile First’Mobile intersects the consumer ‘moments of truth’
Stimulus
Pre-shopping /In-store / in/home
At shelf in-store Experience
1st momentof truth
2nd momentof truth
Credit: Google
‘Mobile First’ approach will force collaboration and business model innovation
2
BUY BUILDWORK
Buy
Credit: LUMA partners
Mobile LUMAscape
MA
RK
ETER
CO
NSU
MER
Work
SPAINM
Commerce
UK
AdvertisingData
43%Positive about receiving offers via SMS
Build
Source: Telefonica / PublicEye survey 2012-2013; Do you like to receive offers via SMS?
Mobile Advertising in LatAm accelerates faster than any other region
APAC
CEU
Global
WEU
NAM
MEA
LAM
0% 10% 20% 30% 40% 50% 60% 70%
Mobile ad revenues: CAGR by region (2012-2017)
3
Source: IHS 2013
Dispelling the myths around mobile marketing_
Your audience is ready for mobile
Sources: WIN/GIA 2013, eMarketer 2013
Asia Pacific
Latin America
North America
Western Europe
Positive about mobile advertising
Adspend per connection
$1.00
$0.10$7.10
$2.20
44%
38%
19%
11%
2 steps to mobile creativity
Sources: Ovum 2013, WIN Gallup 2013
69%
31%
Feature Phones Dominate in LatAm 55
minutes per day
83minutes per day
Step 1: Get your targeting right
Location Behavioural Demographic Context
Step 2: Control user experience with ‘made for mobile’ formats
10% Watched the
series
82% Incremental awareness
Source: Movistar / FOX campaign, 2013
We just need to measure
Researched a product43%
Online 37%
Looked for a product in-store28%
Offline 33%
Source: IDG Research Nov 2012 (US), Google
Case study: Pizzeria Monte Verde
Remembered the ad
Increased desire to buy a pizza
300%
63%
59%
20% Purchased a pizza afterreceiving the SMS
Source: Vivo Pizzeria Monte Verde survey using PublicEye, 2013
Increase in sales
Key Take Away points
Test and learn now
Don’t ignore feature phones
Every moment is mobile
Partner with experts to win
Thanks
