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MOBILE MARKETING
IAB 2009 -MOBILE WORK GROUP
   ©   T   M   O   B   I   L   E
POCKET SIZE, HIGH RESULTS
 
•Everyone has a mobile phone
the 4th screen is the first!
•
Everyone carries them around
-always on
70% of users keep their phone
on 
20 hours or more / day
-personal
63% doesn’t want to lend them to a friend
-everywhere
45% takes them in the bathroom...
•
Everyone will use their basic functionalities
to interact withbrands
MOBILE AS A MASS MEDIA
1/2Can be
:SMS, Internet, voice, MMS, video, Bluetooth, Location-based, QR codes, ...
•
30% users interested in advertising
against useful information
Incentive n°1
= cash or instant gratification
SOURCES: FLUID LIVES (YAHOO/NIELSEN), SAMSUNG BELGIUM, INSITES CONSULTING
 
MOBILE AS A MASS MEDIA
2/2 :
The format of any media becomes just a channel of distribution
Mobile is within arm’s reach 80% of the day!
SOURCES: ASAHI SHINBUN, PAPERVIEW GROUP, PUBLIGROUP
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