Launching Advertising on Skype for Android and Rich Media Inventory on both Skype for iPhone and Skype for Android.
At Skype, we’re making massive investments in mobile. Our commitment is driven by the powerful trends we’re seeing in mobile usage on Skype. It may surprise some to hear that nearly a third of Skype’s 300 million monthly users worldwide access Skype regularly through mobile devices rather than PCs. That number is growing exponentially year-over-year. In fact, at certain points in the day, there are more people using Skype from their phone or tablet than from a PC. Each month, the growth rate of new users coming to Skype on a tablet or phone is double what it was the year before. Those people now represent nearly half of the total new users joining Skype every month.
For marketers, that growth represents an amazing new channel to reach their customers where they are spending their time. We already allow brands to reach customers through Skype on their PC and on their iPhone. Next week we will launch the first ever advertising placement on Skype for Android. We will be rolling out this offering to 55* markets worldwide within the next several weeks. And because we believe in providing both consumers and marketers with rich and deep experiences we are also announcing the launch of rich media formats in 9** countries for iPhone and 10*** countries for Android.
Trends driving Skype mobile usage
In our own lives many of us are experiencing an increased use of mobile devices – a conference call from our car, a text to our baby sitter or even a Skype call from home. Yet few of us stop to consider why mobile is on the rise. Skype recently conducted a study that identified one main driver – consumer lifestyles have changed. Our lives are increasingly spent in transition – taking kids to school, heading to work, commuting home. And when we aren’t on the go, we’re busy – with our families, our work and our own pursuits. The communal, shared rhythms we used to have – work from 9-5; dinner at 6-7 - are dying out. This has created a lack of intimacy. We all have separate rhythms and our communities transcend time-zones. What used to be down time is now active time. Work and play are blending together.
There is growing tension between our desire for more intimate human connections and our need for fast and efficient communication. Skype is a place where you can find both – rich connections like video calling as well as quick, easy modes like texting. Skype mobile resolves some of this friction by allowing people to talk, text, share and video conference no matter where they are in their day. It’s a convenient way to communicate as people shift between rich vs. quick forms of communication.
Mobile rich media in action
What all of this means for marketers is that now, more than ever, is the time to think about mobile. We are thrilled that brands like Ford in the U.S. and Telefonica in Germany are already planning mobile rich media campaigns on Skype for iPhone.
Ford is using mobile rich media to reach the next generation of Fiesta owners. Erica Bigley, the Digital Media Manager at Ford Motor Company said, “Skype’s introduction of rich media ads on mobile enables us to reach an even wider audience than ever before on Skype. As consumers increasingly go mobile, engaging those audiences in creative and relevant ways will be an important part of Ford’s overall advertising strategy. Skype made it easy to extend our Fiesta Movement campaign to mobile, helping us build the next generation of Fiesta owners.”
In Germany, Telefonica used mobile rich media for an entirely different purpose, as part of a broader multiscreen campaign in Germany for the launch of their LTE network. The goal is to reach heavy mobile users.
Karin Kohlenbach, Head of Brand Strategy & Media Management at Telefonica Germany said, “By scaling our existing creative content across screens, Microsoft made it easy to address our customers with a unified message as they transitioned across locations and devices. Skype’s growing mobile base and our goal to reach mobile power users formed just the right audience alignment to extend our reach and raise awareness of Telefonica’s LTE network.”
Today’s news underscores our commitment to expanding the creative possibilities and global reach of the Skype mobile advertising platform. If you’re interested in learning more about Skype’s advertising offerings, please visit our websitefor more details and case studies. We’re really only at the beginning of our mobile journey, and I look forward to keeping you all posted on further updates. Watch this space.
Note to Editors:
* 55 markets worldwide where standard mobile advertising is available on Skype for Android:
· EMEA: Austria, Belgium, Czech, Denmark, Egypt, Finland, France, Germany, Greece, Hungary, Ireland, Israel, Italy, Netherlands, Norway, Poland, Portugal, Romania, Russia, Saudi Arabia, South Africa, Spain, Sweden, Switzerland, Turkey, Ukraine and United Kingdom
· AMERICAS: Argentina, Bolivia, Brazil, Canada, Chile, Columbia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Panama, Paraguay, Peru, Trinidad & Tobago, United States, Uruguay and Venezuela
· APAC: Australia, Hong Kong, Indonesia, Japan, Malaysia, New Zealand, Singapore and Taiwan
** 9 Markets where rich media mobile advertising is available on Skype for iPhone: Australia, Brazil, Canada, France, Germany, Italy, Spain, UK, and US
*** 10 Markets where rich media mobile advertising is available on Skype for Android: Australia, Brazil, Canada, France, Germany, Italy, Russia, Spain, UK, and US