Gerade erhielt ich eine Pressemeldung zu einer Nutzerbefragung in Bezug auf Mobile Advertising, die sich ganz interessant anhört. Die Ergebniss wurden bereits von Tarik Fawzi von Aeneas Strategy auf der dmexco vorgestellt. Die Slides dazu hier.
Berlin, Germany – September 28, 2009 – According to the preliminary findings of a new consumer research study of the German market, more than 90 percent of 16-24 year olds have a positive attitude towards mobile advertising if they are placed in control of how they are exposed to it. These results form part of ambitious and far-reaching primary research project, that has already taken place in the Netherlands and the U.K, with the goal of stimulating and inspiring the mobile advertising industry.
The initial findings also showed that compared to the U.K., Germany is definitely in an early adopter phase regarding mobile internet usage. In Germany, 19 percent of mobile users access the mobile internet once a month or more compared to 62 percent in the U.K. (11 percent once a week for Germany and 38 percent for the U.K.). This shows the clear growth potential in the market as uptake and usage of the mobile internet continues to increase.
The research project, which launches today and is spearheaded by Netherlands based consultancy firm ÆNEAS Strategy Consulting and Management, will expertly document the state of the mobile advertising industry in Germany, provide insights into different perspectives throughout the entire mobile ecosystem and identify growth opportunities in the emerging mobile advertising marketplace. The clear aim is to benefit and inspire stakeholders, shareholders and users worldwide about the added value of mobile in the media mix.
„Following our success in the Netherlands and the U.K., we are ready to rumble, and roll this out across Europe and the U.S., starting with Germany and later France and the Czech Republic. We are pleased to be working with Camerjam to host an event January 14th 2010, strengthening us in our mission to make advertising mobile.“ Says Managing Director of ÆNEAS STRATEGY Tarik Fawzi.
Mobile Advertising Germany, already has the growing support of the German market including mobile operator E-Plus, technology provider Alcatel-Lucent, targeting service provider Wunderloop and voice advertising provider Adfortel. These will be joined by more operators, creatives, media agencies, brands, enablers, publishers and infrastructure suppliers to bring mobile advertising executives together to inspire the development of the local mobile advertising market at the event organised by Camerjam in Düsseldorf on January 14th 2010.
„By bringing together the thought leaders in the German market, using interactive sessions and creating innovative conference formats where the key issues can be analysed in detail, the event will be a forum for both the advertising and mobile industries to come together and create a roadmap for driving high growth and revenues from mobile advertising,“ according to Camerjam Founder and Managing Director, James Cameron. „Leading executives will share insights, highlight successful campaigns and discuss the opportunities and hurdles facing the market.“
Mobile Advertising Germany will draw upon primary research, including in-depth interviews with 20+ mobile executives, agencies and mobile networks, as well as an online user survey (1000+) and desk research.
To an extent, Mobile Advertising Germany will follow the blueprint of Mobile Advertising Netherlands (H2 2008) and Mobile Advertising U.K. (H1 2009), that were endorsed by leading global mobile marketing organisations, the Mobile Marketing Association (MMA), the Interactive Advertising Bureau (IAB Europe) and the Internet Advertising Bureau (IAB UK). These projects were sponsored by some 20+ companies including; telecom vendor Alcatel-Lucent; voice application developer Adfortel; mobile application store GetJar; software and systems provider Comverse; GroupM, a leading media buyer; mobile operators and service providers Vodafone, T-Mobile, KPN, and Blyk; and full-service media agencies Starcom, Marvellous, MADS, WebAds, DQ&A, Mindshare, IceMobile, and Mediaedge:cia.