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2012 Edition mfp2012 v18.qxp 8/9/2012 2:36 PM Page 1 MOBILE FACT PACK A Guide to Mobile Marketing 2012 EDITION Published August 20, 20122012 © Copyright 2012 Crain Communications Inc. AA011301.qxp 8/8/2012 12:19 PM Page 1 Five Fast Facts About Mobile Advertising Mobile drives share of voice Reach 1.1 billion* unique devices across the globe and ensure your brand can reach audiences with ease and efficiency. Mobile maintains brand integrity Diverse targeting parameters, premium mobile content and cutting-edge rich media executions enables your brand to be showcased in the best For more mobile possible way to your target audiences. advertising fast facts contact us today: [email protected] Mobile is magnetic or +1 646 862 6201 Mobile is a medium like no other: your target audiences are choosing to carry around this form of media day and night and is always within arms reach. No other advertising medium offers this. Mobile delivers ROI 52% of mobile marketers stated mobile returns were higher than traditional media.†† More eyes are on mobile Americans spend more time daily viewing mobile content than magazines and newspapers combined.** Average smartphone users check their phones 34 times a day.† Like us on Facebook vivamojiva Follow us on Twitter @mojiva * Source: Internal Mojiva network data, January 2012 ** Source: eMarketer December 2011 † Source: Cohen, E., Do you obsessively check your smartphone?, CNN Health, Published online July, 28 2011 †† Source: Luth Research survey commissioned by SoundBite Communications, January – February 2012 mfp2012 v18.qxp 8/9/2012 2:36 PM Page 3 Advertising Age | 3 MOBILE MARKETING FACT PACK 2012 Market, media, demographics and agencies IF YOU’RE still wondering if it’s the year of A TWO-PLATFORM WORLD mobile, you’ve already missed it. While the medium still pales in advertising dollars spent— While smartphones boom, two platforms are just $6.4 billion worldwide in 2012—it occupies becoming dominant: Google’s Android and an outsized place in the marketer’s conscious- Apple’s iOS. Meanwhile, the once-dominant ness. Why? The smartphone, now carried by BlackBerry is declining precipitously from more nearly half of all Americans who own a mobile than 23% market share in June of last year to phone, is a computer, a camera, a map, a compass more than 10% today with nothing in the and, for a growing number, a wallet. pipeline that promises to slow down its decline. Microsoft’s Windows Phone has latched itself to MOBILE E-COMMERCE ailing handset maker Nokia in hopes of breaking in, but it’s a longshot and Hewlett-Packard’s While widespread use of the mobile phone to Palm could disappear soon as well. pay for things seems a way off, the phone is now Among handset manufacturers, Samsung dictating buying decisions as much as any has ridden Google’s Android to a dominant posi- devices before it. Consumers are using phones to tion in the marketplace, forcing Apple to accept a comparison shop in stores; they are using them smaller, niche role. to consult reviews on products, services, hotels In the past year, Google closed on its $12.5 and restaurants; and then they are using phones billion deal to buy Motorola, a once-mighty to tell their friends where they are and what trendsetter in handsets that didn’t see Apple or they’d like to do. Android coming. What Google does with Oh, and they also buy things. Even more Motorola could shuffle the landscape once again. than the PC, the phone is a transaction device, so it should surprise no one that search advertisers AWARD-WINNING WORK dominate in mobile. While Apple, Google, Jumptap and others It shouldn’t surprise anyone that Google has would like to turn the phone into a branding become an adept mobile marketer in its own medium, search spending is expected to outpace right, winning the first Lion given in Cannes for display for at least the next several years. Global the Mobile Grand Prix. What won? Google re- spending on banners and rich media is expected imagined one of the most iconic TV campaigns to reach $1.5 billion in 2013, while search goes of all time, Coca-Cola’s 40-year-old “Hilltop” ad. up to $2.2 billion. —Michael Learmonth [email protected] mfp2012 v18.qxp 8/9/2012 2:36 PM Page 4 4 | Advertising Age MOBILE FACT PACK 2012 INSIDE nMobile ad spendingn nBehaviorn P. 6I P. 16I U.S. MOBILE AD SPENDING BY FORMAT MOST-VISITED PROPERTIES; MOST-USED APPS Spending is forecast to increase to more than Google sites have more than 100 million unique visitors. $10 billion by 2016. P. 17I GLOBAL MOBILE AD SPENDING BY REGION MOBILE AS PRIMARY ONLINE TOOL Worldwide mobile internet spending will reach $23.6 billion by 2016. Why users go online with mobile devices. P. 18-19I nPlatform and OEMn HOW CONSUMERS USE THEIR PHONES Activities performed while in retail stores; watching TV. P. 8I SMARTPHONE SUBSCRIBERS BY PLATFORM Google’s Android runs on 51.6% of smartphones. nMobile ad networksn OEMS BY SHARE OF MARKET P. 20I Samsung makes more than 25% of mobile phones. BY SHARE OF AD DOLLARS P. 10I Google has 51.7% of the mobile market. NETWORK OPERATOR SHARE Verizon leads AT&T by 3.4% share of market. nAgenciesn nPenetrationn P. 22I CANNES INAUGURAL MOBILE GRAND PRIX P. 12I Google wins for “Hilltop Reimagined.” MOBILE PHONE AND TABLET USERS P. 24I Forecasts show that two-thirds of world population LARGEST U.S. MOBILE AGENCIES will have mobile phones by 2016. By 2011 revenue from mobile. P. 14I SMARTPHONE USER GROWTH HOW TO REACH US Advertising Age’s Mobile Marketing Fact Pack 2012 was published Smartphone use is rapidly approaching that of the PC. August 20, 2012. Email: [email protected]. Send mail to: Ad Age DataCenter, P. 15I 150 N. Michigan Ave., Ste. 1737, Chicago, IL 60601. DEMOGRAPHICS Additional copies: Order print copies at [email protected] or by calling 1-877-320-1721; for readers outside the U.S., 1-313-446-0450. Digital edition available 46% of American adults own a smartphone. for viewing free online at AdAge.com/trend-reports through Sept. 17, 2012; available for $29 after that. Staff: Kevin Brown, Bradley Johnson, Michael Learmonth, Madalyn Hoerr, Catherine Wolf, Rahel F. Rasu, Shawna Lent This document, and information contained therein, is the copyrighted property of and Jennifer Chiu. Crain Communications Inc. and The Ad Age Group (© Copyright 2012) and is for your personal, non-commercial use only. You may not reproduce, display on a web- site, distribute, sell or republish this document, or the information contained Ad sales: (212) 210-0159. therein, without prior written consent of The Ad Age Group. AA011296.qxp 8/2/2012 11:39 AM Page 1 mfp2012 v18.qxp 8/9/2012 2:36 PM Page 6 6 | Advertising Age MOBILE FACT PACK 2012 MOBILE AD SPENDING U.S. mobile ad spending by format Spending is forecast to increase to more than $10 billion by 2016. FORMAT IN MILLIONS OF DOLLARS FORMAT 2011 2012 2013 2014 2015 2016 Banner ads and rich media $445 $862 $1,508 $2,307 $3,152 $4,005 Search 653 1,280 2,154 3,251 4,295 5,250 Messaging 284 319 353 388 433 487 Video 68 151 293 517 779 1,083 Total 1,451 2,611 4,309 6,463 8,660 10,825 Total U.S. media ad dollars (billions) 159 169 176 184 189 197 Mobile as % of media 0.9% 1.5% 2.4% 3.5% 4.6% 5.5% Source: eMarketer, January 2012. Display data include banners, rich media and video on WAP sites and mobile HTML sites and embedded in-application/ in-game advertising. Search data include advertising on search engines, search applications and carrier portals. Messaging data include ad placements in SMS, MMS and peer-to-peer messaging. Ad spending on tablets is included. More info: emarketer.com. Global mobile ad spending by region By 2016, worldwide mobile internet spending will reach $23.6 billion. 1 BY REGION IN MILLIONS OF DOLLARS REGION 2011 2012 2013 2014 2015 2016 U.S. $1,166 $2,293 $3,955 $6,075 $8,227 $10,338 Asia-Pacific 1,883 2,561 3,191 3,938 4,528 5,094 Eastern Europe 63 121 201 279 363 450 Latin America 24 47 87 170 269 374 Middle East and Africa 23581114 Canada 62 110 189 302 483 691 Western Europe 776 1,305 2,088 3,195 4,761 6,679 Worldwide 3,976 6,440 9,716 13,966 18,641 23,640 Source: eMarketer, July 2012. Numbers rounded. Display data include banners, rich media and video on WAP sites and mobile HTML sites and embedded in-application/in-game advertising. Search data include advertising on search engines, search applications and carrier portals. 1. Messaging (ad placements in SMS, MMS and peer-to-peer messaging) is excluded. Ad spending on tablets is included. More info: emarketer.com. AA011302.qxp 8/7/2012 2:42 PM Page 1 Connecting Advertisers with Mobile Consumers. Everywhere. Tapjoy® helps you connect® with millions of consumers on their smartphones and tablets. Tapjoy’s unique Mobile Value Exchange model enables targeted consumers to choose which ads to engage with, in exchange for a reward — like unlocking premium content or enhancing their experience. Since the ad they picked has enabled rewards in their favorite mobile apps, consumers will thank your brand for unlocking mobile joy. For more information go to advertisers.tapjoy.com mfp2012 v18.qxp 8/9/2012 2:37 PM Page 8 8 | Advertising Age MOBILE FACT PACK 2012 PLATFORM & OEM Smartphone subscribers by platform Google’s Android platform dominates, running on 51.6% of smartphones.
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