Tuesday, March 29, 2011

Demo night–Spring 2011 Edition courtesy of Intel AppUpp

Yes! Demo Night is back at Mobile Monday London, albeit a couple of weeks later than we’d originally planned. I'll update the agenda once I know who's going to demo their wares on the night but expect an eclectic mix of mobile applications, products and services. Each presenter will get 3 minutes to demo and then there'll be time for questions and feedback from the audience. We’ll be split into two rooms so we can accommodate everyone without being too squashed up and each demo company will pitch twice – once in each room – so there’s no need for the audience to move around. It also means we’ll have a bit more space so hopefully we won’t have to turn people away because we’re full.

We have room for 12 or more demo companies to show their wares. You can be at prototype stage wanting some feedback, or you can be at fully-fledged service stage able to share insight about getting to market or somewhere in between. It really doesn’t matter. The important thing is that you’re interested to show us what you’re up to and share at least one insight during your three minutes (and yes, we have to be strict on time). We are platform and device agnostic and it would be great to see a wide range of platforms and devices covered. And it doesn’t have to be mobile internet or app driven either. Voice and SMS services are also relevant. Just fill in this form http://bit.ly/demorequest or email helen@mobilemonday.org.uk if you'd like to be considered for one of the slots. Don’t be shy. We’ll fit in as many as we can.

This event is kindly sponsored by Intel AppUp Developer Program.

intel appup logo colourAbout the Intel AppUp Developer Program

The Intel AppUp developer program provides developers with everything they need to easily develop and sell applications via the Intel AppUp Centre and affiliate app stores. The initial focus of the program is netbooks and tablets, but is soon expanding to include smartphones, consumer electronics, and other devices. The program supports C/C++, Adobe AIR, Java, Microsoft .NET, and Meego apps. The developer program provides easy to use SDKs, easy deployment and validation along with a vibrant community. In addition, the program provides developers with numerous monetisation opportunities through the AppUp centre, affiliate app stores, in-application advertising, and much more.

Venue and timing

We’ll be at the CBI at Centrepoint. Doors open at 6pm for a prompt 6.30pm start. The demos should be finished by about 8.15pm and then we'll have drinks and networking until 9.30pm. Please note that the Northern Line will not be stopping at Tottenham Court Road from April onwards whilst engineering works are happening. Please use Goodge Street or Leicester Square on the Northern Line, or come via Oxford Circus and get the Central Line to Tottenham Court Road as that’s working as normal.

Please RSVP at http://momolo.org/ if you'd like to attend this event. An RSVP on our Facebook event is not enough as we can't export the data to tally up numbers and create a registration list. Please note that registration details will be shared with the sponsor.

Registration will be open until Friday 15 April at midday or until we’re full up – whichever comes first.

Look forward to seeing you!

Tuesday, March 22, 2011

Mobile Advertising Market in the UK has more than doubled

Smartphone usage more than doubles mobile advertising expenditure in 2010. New research from the IAB and PwC shows UK mobile advertising market grew 116% to £83 million in 2010. Traditional advertisers invest in mobile as finance, telecoms and FMCG increase spend.

Well, this is good news for the mobile advertising sector on the face of it. At last, we’re seeing mainstream adoption of mobile advertising – largely boosted by the adoption and usage of smartphones (and I suspect the iPhone had a large part to play in that too).

According to the research, mobile advertising has experienced a staggering 116% year on year growth (on a like for like basis), up from 32% growth in 2009. Advertisers spent £83 million on mobile advertising in 2010, according to the third annual IAB and PwC mobile study.

Entertainment and media has dominated the spend for the past couple of years, but its dominance is reducing as other advertisers – in particular financial, telecom providers and consumer good brands – see the opportunity the sector has to offer.

Smartphone adoption isn’t the only driver for the growth in spend. The way consumers are using mobile to access media has changed dramatically over the past few years.

Advertisers’ spend on search on mobile has nearly tripled from 2009, going up from £20.2 million to £54.9 million. Display advertising in the form of banner ads, text links, and tenancies experienced a rise of 62% to £23.7 million, from £14.6 million in 2009. The mobile format of pre-and post-roll adverts also experienced a rise of 492% to £1.1 million, up from £0.2 million in 2009, showing that the rich media opportunities that smartphones offer are being taken advantage of by advertisers.

Jon Mew, director of mobile and operations at the IAB, said: “This year’s research shows that traditional advertisers such as finance, telecoms and consumer goods are really starting to understand the opportunities that mobile, and only mobile, offers. Mobile advertising allows advertisers to target people on the move, and capture them when they’re most receptive. It’s an exciting time for mobile advertising, and for advertisers who use the opportunities.”

Anna Bartz, strategy manager at PwC, said: “We are witnessing patterns of growth similar to online advertising in its early stages. Increasing technology packed into handsets coupled with decreasing costs, presents brands with a tempting opportunity to target mobile consumers.”

Top spenders

The report shows the top five display advertising categories in 2010:

  • Entertainment & Media – 32.9% (61.5% in 2009)
  • Finance – 18.6% (8.1% in 2009)
  • Telecoms – 14.3% (14.7% in 2009)
  • Consumer Goods – 11.8% (3.2% in 2009)
  • Automotive – 6.5% (2.5% in 2009).

Expenditure on Mobile advertising formats

Search - £54.9 million, up from £20.2 million in 2009, a growth of 172%

Display advertising - £28.1 million, up from £17.4 million in 2009, a growth of 61%

This category is broken down into:

· Banners and text links were up 62% year-on-year to £23.7 million (£14.6m in 2009).

· Tenancies were up 18% year-on-year to £1.7m (£1.4m in 2009) and a market share of 2% (3.8% in 2009).

· Pre- and Post-roll advertising was up 492% year-on-year to £1.1 million, (£0.2m in 2009) and a market share of 1.3% (0.5% in 2009).

· Other formats - including display advertising within SMS / MMS - £1.6 million, up from £1.2 million in 2009, a growth of 32% year-on-year.

Market Shares

Search continues to dominate with a market share of 66% (54% in 2009)

Display advertising (banners and text) - market share of 29% (39% in 2009)

Other formats (tenancies, pre/post roll, SMS and other) - market share is 5% (7% in 2009).


· In 2008, the year records began, mobile phone advertising accounted for £28.6 million.

· In 2009 mobile phone advertising increased 32% year on year to £37.6m.

· *UK Smartphone ownership in 2010 was up 58% year-on-year to 36% of the UK (Dec 2010, Comscore)

· There are 23.3m mobile users in the UK (Dec 2010) – up 21% year-on-year (3 month av. ending Dec 2010 Comscore)

· In December 2010, 6.3 billion minutes have been spent browsing the mobile internet (Comscore GSMA MMM, 2010)

· The number of minutes spent per user, per month went up 32% over 2010 to 301 minutes per person (Comscore GSMA MMM, 2010)

· Mobile media users pick up their phone 18 times a day to consume content via apps/browser. (Mobile in the Media Day, IAB Research Jan 2011)

· 40% of mobile media users agree they often use their mobile if they see an interesting ad (Mobile in the Media Day, IAB Research Jan 2011)

· 51% of the UK population has engaged in M-Commerce (IAB Consumer M-Commerce Study Oct 2010)

o Used mobile for research for purchasing (43%)

o Used mobile for enhancing a purchasing experience (35%)

o Paid for something on mobile straight to bill (37%)

o Paid for something on mobile via card/bank/PayPal (27%)

Let’s get a little perspective

This is all great – really useful information, solid growth patterns and clear reasons for adopting mobile if you’re a consumer brand.

However, let’s look at the figures a little more… £82m sounds like a lot, right?

Well, for the mobile advertising world, yes it’s a lot. But not if you’re in TV advertising. A single 30-second spot across the UK in primetime is going to cost you something like £60k to £80k at rate card. Add those up for however many ad spots there are, by number of ad breaks, and you soon get into big money pretty quickly. And that doesn’t include production which can be 5, 6 or even 7 figures to produce. Admittedly, savvy buyers are not going to be paying rate card, but it puts it into perspective why above the line agencies haven’t been exactly embracing mobile technology with open arms. The maths doesn’t (yet) stack up for them. The commission they would make on mobile is still small compared with what they can make on TV. Even today in this digital world we inhabit.

It’s changing of course. And I’m hugely encouraged by this latest study. But we still have some way to go.

Background to the IAB/PwC Mobile Study

The IAB has been working with PwC since 1997 to survey the value of the online advertising market. This is the third time they have collaborated to find out the size of mobile advertising in the UK. Eighteen companies have participated in the survey, representing hundreds of websites. Total advertising revenue is reported on a gross basis. The figures are based on participants’ data and modelling and industry estimates.

Meffys Awards now Open for Entries

Stop Press: Closing date extended to Friday 6 May at 5pm.

Doing something interesting in mobile apps and services? Got a cracking case study in mobile marketing? Innovating in mobile content? Then you should consider entering this year’s Meffys Awards which are now open for entries. These are one of the most prestigious global mobile awards and are definitely worth consideration.

This year’s Meffys categories span the entire mobile content & commerce ecosystem. Now in its 8th year, the Meffys honour achievements across mobile content and commerce and recognise the best innovation around the globe. Entries are judges by expert panels of leading journalists, analysts, academics and VCs. The winners will be announced at a Gala dinner attended by the industry’s most influential players on 7th July at the Grand Connaught Rooms in London’s famous Covent Garden.

Companies wishing to enter should visit: www.meffys.com and submit their entries by 26th April 2011.

For highlights from the 2010 awards ceremony and a list of 2010 winners, please visit: http://www.meffys.com/about/2010-highlights

Entering the 2011 Meffys

MEF will be accepting entries for the 2011 Meffys from today. Companies interested in entering the awards or nominating a candidate for the Outstanding Contribution Awards should go to the Meffys website at www.meffys.com for full details.

Entry prices for 2011 are as follows: £350 per entry; £150 for MEF Members. This year, MEF is also offering a special developer rate of £75 per entry (3 employees or less, no external funding and in business for no more than 1 year). Please see the http://www.meffys.com/enter/cost-of-entry for further information.

Meffys Categories for 2011

Best Game
Best Music Service
Best TV & Video Service
Best Content
Best Content Discovery & Personalisation Service
Best Social Media Service
Best Ad Campaign
new this year Best Brand on Mobile
new this year Best Mobile Website
Best Blockbuster App
Best Innovative App*
Best Technology Innovation*
Best Innovative Business Model*
Best Innovation in a Mobile First Market*
Best M-Commerce Service
Best Business Intelligence
Best Mobile Connected Device
Outstanding Contribution Award

*These categories qualify for the developer rates. See http://www.meffys.com/enter/cost-of-entry for more info.

So get those thinking caps on. With Easter looming, April 26 will come around really quickly so don’t leave it too late to get your entry in.