Aop Mobile Insights by Tim Cain - Incisive Create Mobile Strategies

434 views

Published on

AOP Mobile Insights by Tim Cain for Incisive Create

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
434
On SlideShare
0
From Embeds
0
Number of Embeds
55
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Aop Mobile Insights by Tim Cain - Incisive Create Mobile Strategies

  1. 1. Incisive Mobile Strategies Breakfast BriefingNovember 2012
  2. 2. AOP In Summary The Voice of Premium Digital Publishers AOP represents digital publishing companies that create original, branded, quality content Improving the way digital publishers run and develop their businesses Facilitating the share of knowledge and cross-fertilisation of ideas Core Activities Market leading events Professional research & benchmarking Unmatched networking
  3. 3. AOP Board Members
  4. 4. AOP B2B Members
  5. 5. Observationson the growing importance of mobile
  6. 6. Mobile trajectory
  7. 7. Mobile internetIn the UK 16% of web traffic is from mobile devices
  8. 8. Mobile extending the day
  9. 9. Mobile consumption -Did you know• Google is activating 1.3m Android devices a day• Each new version of the iPhone sells as much as all previous versions combined• Time spent using mobile (incl internet) has more than doubled in the last two years• Tablet users on average spent 30% more time on-site and had a 20% higher engagement score than PC users• Smartphones influence 6% of UK in-store purchases
  10. 10. Mobile Advertising Worldwide, mobile ad spending should hit $6.4 billion this year
  11. 11. UK Mobile ads 2012 7% digital ad spend now Forecast £1.6bn 2016 £181.5m Search 73% Display 27% +132% +152% H1 2012 H1 2012 +91% H1 2012
  12. 12. Mobile ads – higher CTR greater engagement Rich media CTR 3x Mobile CTR 3-5x vs desktop web 55% of digital magazine readers engaged Half interacted with the ad 38% touched/clicked ad to expand it 34% viewed multiple pages of a multi-page ad 34% accessed a Web site through the ad 31% watched a video or commercial 30% viewed a gallery 30% downloaded an app.
  13. 13. How well are we equipped? 40% 6 out of 15
  14. 14. And it’s 42 days till Christmas!
  15. 15. The Publishers view 74% agree Future focus will be increasingly on developing mobile sites and apps and tablets and apps than traditional desktop sites for internet
  16. 16. 62%majority of sites optimised for mobile
  17. 17. Opportunities for next 12 months iPad/other tablets 90%Mobile internet 85% Apps/digital editions for… 81% Apps for smartphones 76% Mobile ads 73% 0% 20% 40% 60% 80% 100%
  18. 18. Top Mobile Business Priorities for 2012 Grow Revenues 65%Deepen Engagement with Existing Users 24% Growth Priorities Reach New Mobile Users 9% 57% Advertising Streamline Integrations and Reporting 0% 40% Paid content/subs 0% 10% 20% 30% 40% 50% 60% 70%
  19. 19. Mobile traffic and Mobile revenue mobile traffic 3% 10% 55% 32% 87% 26% 6% 0% 1-5% 6-10% 11-20% 3%mobile revenue 65% 3% 29% 26% 3% 0% 21-30% 31-50% 0% 20% 40% 60% 80% 100%
  20. 20. Mobile revenue types 70% 68% 68% 60% 55% 52% 50% 40% 39% 32% 30% 26% 26% 26% 20% 16% 10% 10% 0%
  21. 21. Most significant models of next 12 months 40% 35% 30% 25% 39% 20% 15% 29% 10% 5% 23% 0%unique mobile ad formats in-app purchase in-app ads
  22. 22. Main issues affecting mobile developmentDevice Fragmentation (Smartphones, Tablets, 72% Feature phones) In-house skills and resource 56% Integrating Mobile with Current Sales Effort 47%Managing Multiple Tech Partners (Ad Serving, 44% Yield Management, Ad Networks, etc) Developing responsive design 41% 0% 10% 20% 30% 40% 50% 60% 70% 80%
  23. 23. The main inhibitors to mobile advertisingagencies attitude towards or focus on 55% Mobile mobile 52% Tabletdependency on low yield ad networks 52% 10% sales skills in-house 38% 31% creation of interactive ads 34% 17% size of audience 31% 52% formats & reporting 28% 28% 0% 10% 20% 30% 40% 50% 60%
  24. 24. AOP Mobile initiative focus on key issues that will encourage growth of mobile advertising on premium content sites
  25. 25. Thanks Tim Cain @ukaop @timrcain

×