Mobile Advertising in LatAm; The Myths, The Facts and the Future
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The document discusses the growth and potential of mobile advertising in Latin America, highlighting the need for advertisers to adopt a 'mobile first' approach. It reveals that mobile ad revenues in the region are accelerating faster than any other, and emphasizes the significance of targeting and user experience. A case study demonstrates the successful application of mobile marketing, leading to increased sales and consumer engagement.
Mobile Advertising in LatAm; The Myths, The Facts and the Future
- 1. Mobile in LatAm The myths, the facts & the future_
- 2. Telefonica Digital_ Beyond Connectivity… Injecting digital into Telefonica
- 3. Size of opportunity makes LatAm a priority 2 in 5 people Source: World Bank Population 2012, Telefonica Annual Report 2012
- 5. Mobile advertising the (near) future_
- 6. Advertisers will have to think ‘Mobile First’ 1 250 (Million) 200 Internet Population 150 100 Smartphone Ownership 50 0 2012 Source: eMarketer, Ovum 2013 2013 2014 2015 2016 2017
- 7. Advertisers will have to think ‘Mobile First’ Mobile intersects the consumer ‘moments of truth’ 1st moment of truth Stimulus Pre-shopping / In-store / in/home Credit: Google 2nd moment of truth At shelf in-store Experience
- 8. 2 ‘Mobile First’ approach will force collaboration and business model innovation BUY WORK BUILD
- 9. Buy Credit: LUMA partners CONSUMER MARKETER Mobile LUMAscape
- 11. Build 43% Positive about receiving offers via SMS Source: Telefonica / PublicEye survey 2012-2013; Do you like to receive offers via SMS?
- 12. 3 Mobile Advertising in LatAm accelerates faster than any other region Mobile ad revenues: CAGR by region (2012-2017) LAM MEA NAM WEU Global CEU APAC 0% Source: IHS 2013 10% 20% 30% 40% 50% 60% 70%
- 13. Dispelling the myths around mobile marketing_
- 15. Your audience is ready for mobile Positive about mobile advertising Adspend per connection 44% $1.00 38% $0.10 $7.10 19% $2.20 11% Asia Pacific Latin America North America Western Europe Sources: WIN/GIA 2013, eMarketer 2013
- 17. 2 steps to mobile creativity Feature Phones Dominate in LatAm 83 minutes per day minutes per day 31% 69% Sources: Ovum 2013, WIN Gallup 2013 55
- 18. Step 1: Get your targeting right Location Behavioural Demographic Context
- 19. Step 2: Control user experience with ‘made for mobile’ formats 82% Incremental awareness 10% Watched the series Source: Movistar / FOX campaign, 2013
- 21. We just need to measure Researched a product 43% Looked for a product in-store28% Online Offline Source: IDG Research Nov 2012 (US), Google 37% 33%
- 22. Case study: Pizzeria Monte Verde 300% Increase in sales 63% Remembered the ad 59% Increased desire to buy a pizza 20% Purchased a pizza after receiving the SMS Source: Vivo Pizzeria Monte Verde survey using PublicEye, 2013
- 23. Key Take Away points Test and learn now Don’t ignore feature phones Every moment is mobile Partner with experts to win
- 24. Thanks