Mobile Advertising in the UK
Carl Uminski
March 2011

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A full service mobile marketing agency

STRATEGICCONSULTANCYMOBILE WEB SITESAPPLICATIONS

BRAND
TRANSITIONADVERTISINGCAMPAIGN
PLANNING &BUYINGCREATIVEYIELD MANAGEMENTMEASUREMENTOPTIMISATION
DELIVER ROI

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The Founding Team
Nick Hynes – CEOCarl Uminski - COO

Chairman, Reward Ltd (current)Chairman, Review Centre (current)Non-executive Director, TradeDoubler
Founder & CEO, The Search Works
Founder & CEO, Overture Europe
Founding team, Airmiles

CTO, Trutap Mobile Social Network
Head of Mobile Search, Yahoo Worldwide
Co-Founder & CTO, Overture Europe
 Systems Manager, British Airports (BAA)

Simon Edelstyn – Director

Dave Evans – Director

MD Europe, Outbrain Inc
MD, Contraco ConsultingMD, EQO International
Distribution Director, Google Europe
GM, BTLooksmart

CTO, SurfKitchen Mobile Portals
VP Product Platforms, O2
CTO BTLooksmart

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A selection of our 40+ global clients

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UK handsets represent a huge brand opportunity••••••••Affordable data
Mass wi-fi coverage
Advanced applications
Powerful micro-computer
High spec. camera
GPS location aware
Accelerometer
A wallet

34% + of all mobiles are REAL smartphones today

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5UK smartphone market within a European context% Smartphone Operator Share% smartphone
adoption

34%
16M

34%
16M

25%
14M

37%
13M

100%

36%
12M

No. of smartphone
subscribers

90%
80%
70%

Microsoft60%

Android

50%

RIM

40%

Apple
Symbian

30%
20%
10%

0%

The UK has Europe’s largest volume of high end smartphone users+ Source: ComScore MobiLense Dec 2010, July 2010
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High end smartphones drive the revenue opportunity
40%

Increase in smartphones*

45%

Growing proportion of consumer time*

40%

35%

35%

30%

30%

25%
20%

UK

25%

US

20%

15%

15%

10%

10%

Time Spent
Ad Spend

5%
0%
120%

YoY increase of mobile activity*PrintTV

Radio Desktop Mobile£771M
MissedOpportunity

100%
80%

285 M

60%

iab forecast UK mobile ad spend
211 M
to increase

40%
20%
0%
EmailIABResultsNews andInformation

135 M

Social Networking

51% bought

86M
38 M

50 M

using their mobiles +Av. Order Value£14.50+

2009

2010

2011

2012

2013

2014

Source: IAB/PwC Mobile Ad Spend Study April 2010

+ Source: IAB Consumer M-Commerce October 2010, * ComScore MobiLense December 2010

HTML5 and Applications are driving brands to smartphones

FREEPAID• The majority of apps are paid
• 40% free apps
• Downloading of paid apps is in decline• Ad funded applications growing

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8Application stores+350,000 apps

+200,000 apps

(Est. 7M UK iPhone & iPod)(Est. 1M UK iPads)(Est. 1.5M UK Devices)

50,000 apps

Applications and mobile internet browsers have equal usage*
The average user installs 7 new apps per month, up 40% y/y**Global mobile app revenue due to hit $35B by 2014***
Source: * Comscore Feb 2011 / ** Flurry statistics / *** IDC
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9Positioning on mobile matters = success
Challenge of Mobile SEO
••
•
•
•

Mobile content often duplicatedfrom webTouch screens UI image focused
Limited content
Mobile link building in it’s
infancy
Most tools (including Google’s)
not optimised for mobile sites

Every element of your SEO strategy needs to be re-thought for mobile
App stores are of key importanceSomo Ltd – Copyright & Confidential

10Advertising on mobile is highly fragmented
blind networks

searchStores & social...which makes buying
a specialist task
premium publishers & operators

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Multiple advertising options have multiple formats

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12Gaming and virtual goods have enjoyed huge success

125 years of Angry Birds
played daily£10 per month ARPU fromvirtual goods

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Luxury global brands pioneer in UK m-Commerce...

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The near future

SO LO MO
cial

cal

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bile

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Top tips for mobile advertising1

Understand yourcustomers need2

Create an asset that solves yourcustomers need3

Advertise in contexts that arerelevant to your consumers

4

Take advantage of thepersonal nature of mobile

5

Track direct actions and research
indirect effects of activity
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ありがとうCarl Uminski
carl@somoagency.com+ 44 7740 758494
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