The Mobile Internet: There’s a bandwagon, so why not jump on it?

1st December 2010

Jo Garcia - Velti

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& PROPRIETARY
& PROPRIETARY
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1 Snapshot of the market -
Brands

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Are YOU ready for it?

Some web giants

have adapted well to
mobile

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No.

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But then – who is? Site
Total Unique rendered for
Visitors mobile
Amazon Sites 787,202 YES
Home Retail Group 161,362 No
Play.com Sites 145,169 No
Dixons Stores Group 54,750 No
Wal-Mart 49,871 No
John Lewis Partnership 47,077 No
HMV 40,866 No
Arcadia Group Limited 37,371 No
GAME Group PLC 37,155 No
Marks & Spencer 36,671 YES
NEXT Group 30,769 No
Boots Plc 27,718 No
IKEA 26,433 No
Comet 23,745 No

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Mobile Design

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2 Snapshot of the market -
Audience

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Mobile web set to overtake fixed internet

Source: Morgan Stanley 2010

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 UK Mobile Marketplace – Ad Expenditure

 2009 £36.7m  2008 £28.6m

 Mobile Display  Mobile Display

Advertising £17.4m Advertising £14.2m

 Paid for search on  Paid for search on

Mobile Internet £20.2m Mobile Internet £14.4m

 Top 5 display ad categories:

 Entertainment & Media - 61.5%
 Telecoms - 14.7%
 Finance - 8.1%
 Consumer Goods - 3.2%
 Government, social & political -2.7%
IAB & PwC research
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Mobile Search

1 51% of mobile browsers use search

2 Mobile search has increased 500% in 2 years

3 PPC campaigns offer better value than desktop

4 Targeting is more precise on mobile

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Mobile minutes spent online in UK

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A growing audience - increased daily usage

light

6.4m (34%)
medium

18.9m 4.9m (26%)

heavy users
monthly
7.6m
(40%)

Source: GSMA MMM, Appetite survey

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Increased engagement opportunities

5 minutes
77%
Mobile
Internet 5

Usage < 5 minutes

23%

Appetite survey

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Increased engagement opportunities

77%
29%
TV & PC
TV+MOB
5
17% 22%
PC+MOB
TV+PC+MOB

Appetite survey

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3 Snapshot of the market –
Best practice in mobile
advertising

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Ad Formats - static
EDITORIAL INTEGRATION
BANNER TENANCY LINK

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Ad Formats – pre-roll

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Ad Formats - Expandables

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Ad Formats – In-app

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Ad Formats - Dynamic

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Ad Formats - Creative

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4 Snapshot of the market –
Best practice in mobile
search

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Mobile Search is Different...

ad slots ad slots

ABC Restaurant ABC Restaurant

Fine dining for any occasion. Fine dining for any occasion.
Fresh, organic ingredients. Call us now to reserve a table!
www.abcfood.co.uk 020 7031 1000

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Local drive to Mobile Search

33% of all search queries have local

intent
Users of mobile-local Series 1,
2012, 486 15% of iPhone applications are local
services (millions)

Series 1,
2011, 329

Series 1,
2010,
215.3
Series 1,
2009, 134
Series 1,
Series 1, 2008,
2007, 61.3
18.9
Get driving Walk into
directions a store

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Unique Feature – Click to Call
Advertisers who use click-to-call get a 5-10% increase in
CTRs

CTC provides a safety net and doesn’t cannibalize URL clicks

restaurant
restaurant

Paolo’s Italian Restaurant

www.paolositalian.co.uk Fine dining for any
occasion. Featuring organic and fresh
ingredients.
01342 945547- 20 London Road, East Grinstead,
West Sussex, RH19 2TA

Sussex restaurant reviews

Find the perfect restaurant. Hours,
reviews, directions & more. Book a table
and read …

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Unique Feature – Click to Download

Promote Apps with mobile search:

Link directly to the download page for

Apple App Store and Android Market

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5 Case studies

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Directgov

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Banners

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M&S

M&S m-site 1.2m visitors and

13,000 orders since launch

10million page views and 13,000 orders

from the site

One single order of £,3280 – 2 sofas!

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Less of the bandwagon – Let’s make our bed!

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