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THE NEW RULES FOR MOBILE
ADVERTISING
Eric Franchi | September 2013
The Digital Advertising Industry Continues To Wait
For The “Year of Mobile”
Consumers Aren’t Waiting For The Year Of Mobile
Device purchase and usage continues to soar, leading to more media consump...
Consumption Is Happening Across Many Screens
Leading to a longer “digital day”. PC during the day, smartphone and tablet i...
But Have Advertising Dollars Matched The Eyeballs?
No. The gap between time spent and advertising spend on mobile is signi...
Why? Have You Noticed A Mobile Banner Lately?
Smaller ads make it hard for brands to stand out, and for publishers to capi...
Not To Mention The Fact That It’s Hard To Execute!
Source: Undertone, 2013
We Need New Thinking For A New Era
Take a page out of Jay-Z’s recent album release and create some “new rules”
RULE #1: Stop Thinking About Screens In Silos
Consumers are moving from device to device. Let’s create advertising solutio...
RULE #2: Improve Mobile Advertising Formats
Larger screens require bigger and better ads to break through
RULE #3: Follow The Early Leaders
Source: emarketer, 2013
Google
Facebook
Pandora
Other
Worldwide Mobile Ad Revenue Share ...
RULE #4: New Technology For A New Era
HTML5 and responsive design are powering the new Web, creating “build once, run
ever...
RULE #5: Be Everywhere… But Be In Context
LOCATION based
messaging
TAP/SWIPE to
engage
Deliver the right message to the ri...
More Screens Are Coming. Be Ready To Capitalize.
THANK YOU
Eric Franchi
efranchi@undertone.com
@ericfranchi | @accessundertone
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The New Rules for Mobile Advertising

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Adapted from Eric Franchi's presentation "Liquid Creativity" at IAB MIXX on September 23, 2013, this deck examines challenges of mobile advertising and the "new rules" the industry needs to adopt. Eric Franchi is co-founder of Undertone.

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Transcript of "The New Rules for Mobile Advertising"

  1. 1. THE NEW RULES FOR MOBILE ADVERTISING Eric Franchi | September 2013
  2. 2. The Digital Advertising Industry Continues To Wait For The “Year of Mobile”
  3. 3. Consumers Aren’t Waiting For The Year Of Mobile Device purchase and usage continues to soar, leading to more media consumption than ever
  4. 4. Consumption Is Happening Across Many Screens Leading to a longer “digital day”. PC during the day, smartphone and tablet in the evening. Source: Undertone, 2013
  5. 5. But Have Advertising Dollars Matched The Eyeballs? No. The gap between time spent and advertising spend on mobile is significant.
  6. 6. Why? Have You Noticed A Mobile Banner Lately? Smaller ads make it hard for brands to stand out, and for publishers to capitalize on growing mobile traffic levels.
  7. 7. Not To Mention The Fact That It’s Hard To Execute! Source: Undertone, 2013
  8. 8. We Need New Thinking For A New Era Take a page out of Jay-Z’s recent album release and create some “new rules”
  9. 9. RULE #1: Stop Thinking About Screens In Silos Consumers are moving from device to device. Let’s create advertising solutions to match
  10. 10. RULE #2: Improve Mobile Advertising Formats Larger screens require bigger and better ads to break through
  11. 11. RULE #3: Follow The Early Leaders Source: emarketer, 2013 Google Facebook Pandora Other Worldwide Mobile Ad Revenue Share by Company Facebook and Google – who have about 70% market share - are creating solutions to reach consumers wherever they are, regardless of device
  12. 12. RULE #4: New Technology For A New Era HTML5 and responsive design are powering the new Web, creating “build once, run everywhere” sites and ads
  13. 13. RULE #5: Be Everywhere… But Be In Context LOCATION based messaging TAP/SWIPE to engage Deliver the right message to the right device
  14. 14. More Screens Are Coming. Be Ready To Capitalize.
  15. 15. THANK YOU Eric Franchi efranchi@undertone.com @ericfranchi | @accessundertone
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