Strong acceptance of mobile ads in Africa combined with scale and reach potential point toward explosive market growth for mobile publishers.
Johannesburg, South Africa, November 11, 2010 – InMobi, the world’s largest and fastest growing mobile ad network, has announced African results from its landmark study “A Global Consumer View of Mobile Advertising”.
InMobi provides advertisers and publishers a display mobile advertising platform reaching 50 million Africans through nearly 3 Billion ad impressions monthly. As a committed player in Africa, InMobi recognised the need to provide the mobile industry a data-driven, distinctly African consumer perspective on the state of mobile advertising. This includes focus on Africa’s cornerstone market South Africa with its 1 billion impressions and 20 million consumers monthly making it one of the highest monetised markets in the world.
The survey, done in partnership with digital marketing intelligence agency, ComScore, interviewed 2,500 consumers in South Africa, Kenya, and Nigeria and discussed overall comfort with mobile ads, perceived benefits, willingness to have ads, and interest in major brands across four categories of automotive, travel, consumer electronics and entertainment.
James Lamberti, VP Global Research & Marketing at InMobi said, “Africans are among the most progressive in the world when it comes to mobile advertising and clearly ahead of consumers in Europe and the US when it comes to adoption. As smart phone technology, 3G networks and cost effective data plans take hold on the continent, a healthy market today becomes an explosive market in the future.”
“African consumers have clearly embraced mobile as the primary screen in their lives. Publishers in Africa have a tremendous opportunity to improve the consumer experience by providing local content and grow their business simultaneously,” said Stephen Newton, VP & Managing Director, Africa at InMobi.
Key Findings and Implications Include
Fact: 69% of Africans are very or somewhat comfortable with mobile advertising. This is the higest in world with the US and Europe at only 61%.
Implication: African publishers have a tremendous opportunity to capitalise on this consumer interest in mobile. Early movers will grab massive share ahead of competitors in this channel.
Fact: In general men are more accepting of mobile ads (76%) than women (63%), yet women in Africa rank well ahead of the US and EU at 53%.
Implication: Mobile is an empowering and personal place for women to connect to the world, to each other, and to publishers and advertisers. Mobile offers a prime opportunity to connect with African women.
Fact: Consumers view “helping me find new information”as the #1 benefit (45%) of mobile advertising, This is 12 pts higher than the next most valuable attribute. “entertain me”. Attributes related to free goods and cost savings ranked much further down the list.
Implication: Major brands should run large burst campaigns to support new product or new feature intoductions. Early adopters will be rewarded with a nearly 100% share of voice in addition to the other benefits consumers mentioned.
Fact: In exchange for mobile ads on their phone, consumers prefer a relevant message (57%) over 10% savings on the phone bill (55%) or free content (49%).
Implication: Advertisers need to offer genuine value in the creative and the content of their mobile advertising. Free content or discount campaigns will not suffice to explit the full value of the opportunity.
Fact: The most appealing calls to action for consumers included click to call (30%), Viral or Social Media (24%) and then content, search, and purchase at 20%.
Implication: Creative agencies must reinvent their approach to digital considering mobile. Content and search heavy approaches (like the fixed web) will fail to deliver ROI. Mobile creative must link to the consumer use of the device – mainly calls and social media.
InMobi is the world’s largest independent mobile advertising network. InMobi provides advertisers, developers, and publishers with a uniquely global mobile advertising solution. InMobi, which more than doubled its network in the first 6 months of 2010, delivers the unprecedented ability to reach 185 million consumers in over 125 countries through more than 21.2 billion mobile ad impressions monthly. This includes over 11.5 billion impressions to more than 100 million consumers in the Asia Pacific region making it the largest mobile ad network in Asia. Recently InMobi was selected to the 2010 AlwaysOn 250 as a company to watch in the global Silicon Valley.
InMobi is venture-backed with marquee investors including: Kleiner, Perkins, Caufield & Byers and Sherpalo Ventures. The company has offices in London, San Francisco, Bangalore, Tokyo, Mumbai, Johannesburg and Singapore.
To learn more, please visit www.InMobi.com/research , follow us on Twitter @InMobi, or read our blog at www.InMobi.com/blog