the new advertising paradigm and

the unique opportunity of the

mobile media

Ludovic LEVY, Director of Mobile Advertising – Orange France Telecom

 John Wanamaker (1838, 1922)

“Half the money I spend on advertising is wasted.

2 The trouble is I don't know which half”..
collective personal

3
 media fragmentation
1965

80% reach with 3x60” spots on TV

2010

120 prime time to get the same reach

76% of all European regularly consume

2 different media at the same time
4

Source : BBDO, New Brand connections 2008 (US), EIAA, 2010

 more than 1.500 ad messages / day

5
 The advertiser versus the consumer

6
 Facebook fans pages
Fans as of
Rk
6/28/2010
1 Facebook 10,414,795
2 Starbucks 8,410,175
3 Coca Cola 6,041,340
4 YouTube 5,726,379
5 Skittles 5,349,198
6 Oreo 5,087,795

people love 7 Red Bull

8 Live Messenger
9 Victoria's Secret
4,670,514
4,201,505
4,022,959

brands 10 iTunes
11 Disney
12 Converse All Stars
3,908,590
3,707,618
3,494,266
13 Pringles 3,475,110
14 adidas Originals 3,137,072
15 Zara 2,998,555
16 Converse 2,825,424
17 Victoria's Secret Pink 2,810,032
18 Big Prize Giveaways 2,744,933
19 Ferrero Rocher 2,727,670
20 McDonalds 2,456,372
21 MTV 2,447,734
22 Starburst 2,286,572
23 H&M 2,276,637
24 Disney Pixar 2,173,305
25 Playfish 2,119,841

7
 the mobile opportunity has
already started

8
 people love their mobiles

2x as many people would keep their mobile over TV

78% of people have their mobiles on at all the times

68 min – average time to report a lost mobile

(vs 26 hours for a wallet)

Source : BBDO
consumers
are interested
in at least 1
mobile
advertising
format

Source : Orange, Mobile Exposure 2010

 mobile eligible as a mass media

TV Personal Internet Mobile

households computers users subscribers

1.5B 0.9B 1.3B 5.1B

11

Source : BBDO, Orange, Yankee group

 there not any
other media
able to geo-
target as
precisely as
mobile…

12
 … and which
allows you to
make a
transaction !

13
 mobile make all off-line media interactive
interactive

anonymous personal

beyond its own attributes, static

mobile makes all media interactive
14

Source : BBDO
 what is critical with mobile
media ?

15
16
 immediate
benefits
and
big ideas make
the difference
17
 consumers need to keep control on
the exposure pressure

18
 true targeting does
not lead to ROI
without scalability

19
 be sure to
know your
target
overtime

20
 Why MNOs are at the fore front of
the mobile marketing market ?

21
 brands to leverage telco assets to
engage more and better their audience
22
 people trust
their mobile
operator

23
 brands to contribute to enhance the
customer experience

Access & Publishing Brands

24 Services
networks Contents Contents & promos
 “Mobile advertising has
been over-hyped in the
short term but under-
hyped in the medium to
long term”
Sir Martin Sorell
CEO WPP

25
 Merci!
Get the presentation :
ludovic.levy@orange-ftgroup.com

26
 Le mobile entre déjà dans le mix des annonceurs
et sera au coeur de leur stratégie marketing en
2015.
Mobile advertising Coupons
Mobile Coupons Transaction Value, 2011~2014
Mobile Advertising by categories,
(Euro Millions)
Global 2011~2015 (USD millions)

3 000
$30 000
$25 000
$20 000
20% du total digital en 2013
4% total media Global Smartphone Share
Others of
2 500
Total H andset Sales: %, 2011~2015
2 000
5B
North America
West Europe
Middle East & Africa
Search
$15 000 1 500
80,0% Messaging
$10 000 1 000
70,0% 2011 2012 2013 2014 2015
$5 000 Display 500 182,78
60,0% 23,96 53,17 103,78
$- 50,0% 0
2011 2012 2013
40,0% 2014 2015 2011 2012 2013 2014
30,0%
Source : Informa Telecoms et media
20,0%
10,0%
0,0%
North Western Asia Pacific Central & Central & Africa Middle
America Europe Latin
6% du
Eastern
total
East
local digital
America 1%
Europe total local media

M-Commerce Local Mobile advertising

 Mobile media internet
rockets 20 980 UK
43%
Belgium
1 396 17%

18 227 16% 1 389 11%

Russia Netherlands

1 225 13%
16 077
Germany
30%
Greece

15 826 34% 1 198 27%

Italy Finland

513M France
14 775 31% Switzerland
1 147 19%

subscribers Turkey
11 957 24% Hungary
833 10%

542 15%
Spain
11 949 34% Norway

127M Poland
4 833 16% Denmark
474 11%

461 5%
mobile media users 2 686 15% Portugal
Romania

1 511 21%
sources : IAB European Consumers insights, Comscore/Mobilens, Sweden (000 mobile media users)
EIAA/Mediscope, Informa, Insites/MCDC, Orange/Mobile Exposure