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LOGIN 2012. John Stoneman. The Future of Mobile and Mobile Advertising
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LOGIN 2012. John Stoneman. The Future of Mobile and Mobile Advertising


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John Stoneman presenting the future of mobile advertising at Login 2012.

John Stoneman presenting the future of mobile advertising at Login 2012.

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  • INTRO TO INMOBIInMobi’s ad network is growing at a phenomenal rate, we are currently serving over 93 billion ad impressions monthly. Inmobi’s global Impressions grew 251% year on year for Q4 2011 vs 2010. When looking at just the SmartPhone market this equates to a 488% growth.These numbers are even higher if we look at just the European market – 358% Q4 growth for all impressions and 722% growth of SmartPhone Impressions
  • INTRO TO WHAT THE COMPANY HAS DONEWe are not only winning awards for our service and creative abilities, we are also powering the industry with brand new findings and trending growth data every month. You can have access to these exciting research projects and monthly data updates via our website.
  • MOBILE IS GROWING AND WILL CONTINUE TO IN THE COMING YEARS2011 and 2012 are, and have been, transformativeyears for the mobile industry.Mobile devices are changing the ways consumers interact, learn and shop. With the proliferation of smartphones, tablets, e-readers, handheld gaming systems, and the rapidly evolving digital media environment, people now consume content everywhere. Increased activity on mobile devices has been enabled by better networks and advanced devices; now consumers are always connected and not only consume but also produce content at a rapid pace. Mobile devices are becoming a more widely used conduit for digital content and services. The amount of time consumers spend with their mobile devices is growing rapidly and this increased mobile media consumption is also giving rise to a new category of services on mobile, including mobile shopping, mobile payments, mobile TV, and mobile advertising. (InMobi Media Consumption)
  • MOBILE IS BECOMING EQUATED WITH THE INTERNET – MOBILE INTERNET SHARE WILL CONTINUE TO INCREASEIn December 2011, mobile internet traffic worldwide increased over 4% year on year to represent almost 8% of the global traffic. 1.69% of that traffic increase was in the last Quarter of 2011 alone.
  • MOBILE IS CHANGING HOW WE INTERACT WITH MEDIA – IT IS BECOMING A DOMINANT FORM – IT WILL OVERTAKE TRADITIONAL DESKTOP ACCESSMedia Consumption and Device ConvergenceAs mobile phones, tablets and other devices continue to increase in prevalence in mainstream culture, mobile and mobile advertising can only become more important. While many consumers, may have mixed feelings about mobile ads, they are attached to their devices, which have become an intrinsic part of their daily lives.Adoption of connected devices and increased mobile Internet access around the world are igniting consumer mobile media activities. Consumers are spending an increasing amount of time consuming media on their devices, which are now on par with TV in terms of impact on purchase decision. It has become their primary always-on method to access digital content and communicate. Therefore this channel represents an integral part of a brand’s strategy to market to consumers. With the increasing reach of the mobile Internet, this form of marketing is poised to achieve significant reach. (InMobi Media Consumption)In addition, there are High rates of dual device media consumption, consumers watching their TV while also on their Smartphone and/or tablet. For example, InMobi’s Media Consumption research found that in the UK 71% of consumers spend time on their device while watching TV. In a similar study by the IAB, 51% of tablet users and 35% of phone users dual screened.Between 2010 and 2011 there was a 165% in Smartphone shipments and a 376% increase in tablet sales world wide. By 2014 smartphone are forecasted to grow by another 216% and tablets by another 371% by 2015! (Source: Barclays Capital, "Internet & Media 101Jan 13, 2012 ," Source: Transparency Market Research Feb 2012)PricewaterhouseCoopers (PwC) forecasts that smartphone penetration should continue to increase at the expense of feature phone. By 2014 17% of global handsets will be smartphones. (55% in developed countries and 10% in emerging countries).Tablets display the greatest levels of early stage penetration then any connected device that comes before it. Research by Morgan Stanly as well as the IAB puts tablets within the context of other devices within the early stage of product history. We see similar adoption rates for Cell phones and Smartphones but at the same stage, and working to a conservative assumption, consumer adoption of tablets will outstrip that of smartphones by 24% and at 47% according to best cast analysis. In terms of actual numbers we see tablet sales going from a standing start of 16 Million shipments to 55 shipment with the EU and NA leading the way but eventually ownership will be split our evenly between Asia, EU and NA. (Morgan Stanley/Nielsen/IAB)As devices continue to advance, many consumers will consider their mobile device as a primary interface. For example in research in the Retail sector conducted by Forrester, it was found that When it comes to shopping, tablets are more of a desktop substitute than a smartphone complement. Consumers view tablets as the better tool for researching product and pricing information prior to a store visit. In some ways, tablets are becoming the primary device for some users.Nonetheless, as Ericsson CEO and President, Hans Vestberg, predicted that by the year 2020 there will be 50 billion connected devices to the web. Many of these devices will be mobiles or mobile based technology including: Smartphones, tablets and smart appliances to name a few. It is in the emergence and expansion of products that offers a huge opportunity to an assortment of businesses, industries and marketers.Internet usage – surpass desktop internetMobile and web are becoming more synonymous as internet access from mobile devices expands. In December 2011, mobile internet traffic worldwide increased over 4% year on year to represent almost 8% of the global traffic. 1.69% of that traffic increase was in the last Quarter of 2011 alone.In many parts in the world—especially in the emerging economies of Latin America and the Middle East and Africa, and across the various regions of Asia-Pacific—mobile usage is driving internet adoption. One reason, particularly in developing markets, is that mobile phones are more affordable than PCs. This explains in part why mobile penetration in Asia-Pacific is climbing more quickly than PC penetration. It is for these regions that the mobile device is becoming their primary screen for the consumption of media. (eMarketer 2011) In the InMobi Media consumption research has found this to be true for many countries South East Asia – even in the UK where mobile devices represent 28% of Mobile media consumption.While consumers are still using their desktops, mobile connections to the web will outstrip their stationary counterparts. Research firm IDC predicts the number of U.S. mobile Internet users will surpass Desktopsby 2015. The same research company has also said the number of users going online via PCs "will first stagnate and then slowly decline,”. IDC predicts 40 percent of the world's population, or 2.7 billion people, will have access to the Internet by 2015--up from 2 billion in 2010. In a similar study, Morgan Stanly’s Mary Meeker has also predicted that mobile will become larger than its traditional counterparts in the US by 2014.
  • AN EXPAMPLE OF THE PREVIOUS SLIDE – SLIDE CAN BE REMOVEDIn a number of countries which were analyzed in this study found mobile to be the top form of media consumption. For example in Singapore, Vietnam, Kenya, South Africa, the US and the UK, mobile was the top form of media consumption China, mobile was ahead of TV and on par with Online;
  • Baltic Countries PROVIDES A GREAT AREA FOR TESTING AND RUNNING THE LATEST IN MOBILE ADVERTISINGIn Q1 of 2012 InMobi received just under 456 million impressions from the Baltic Countries (Estonia, Latvia and Lithuania) – a 15% growth overall between January and April months. This growth has been the greatest in Estonia and Latvia where there has been 50% and 31% growth respectfullyAs consumers continue to migrate towards smartphone/tablet platforms, the Opportunity in the Baltic States will continue to grow
  • Mobile phone ownership outpaces Internet Users in all Eastern European Countries
  • AS MOBILE MEDIA CONSUMPTION AND INTERNET GROWS, HOW CONSUMERS INTERACT WITH THEIR DEVICES, MOBILE OPERATORS AND CONTENT PROVIDERS WILL CHANGE, IT WILL DISRUPT TRADITIONAL PATTERN – EXAMPLES OF EACHConcerns over PPI With mobile and digital out-of-home allowing for ubiquitous media engagement and interactions, consumers will be confronted with the prospect of paying to manage the way data about their online activities is shared.
Their options might include paying for applications that will manage their identity information, paying to access content that would otherwise be free of charge, or they might simply have to disconnect from networks where information sharing is the cost of entry.Most consumers will not accept these options. Therefore, regulators will need to take a closer look at the actual conflicts in the marketplace as they continue to define the permissions paradigm for digital data sharing. While the model of ad-supported content promotes ever-increasing data flows worldwide, the big data that is being stored on individual consumers will become a concern even to the most enthusiastic mobile users.One of the main concerns for concerns will be their digital footprints and the ability for marketers, companies, banks and anyone who has access to the information to to assign a commercial score that can be used to evaluate that individual’s eligibility for certain products and services. While many countries have laws that limit the uses of data, that will do little to ease all of the concurs of those who are affected. This may strain consumers’ trust of brands that are seen as having used data in a way that consumers would not have expected or approved. (Top 12 Digital Predictions for 2012 MillwardBrown and Dynamic Logic)App usage, Economic FactorsThough out the past economic downturn, and the rise of the predominance of the smartphone, consumers have become more savy in their usage habits on their phones. Always using wi-fi when using data, using apps to send texts and calls over the web, these habits will continue even as the economy returns to stabilityIn addition, mobile app business models have also had to evolve. Consumers now prefer free apps. Pontiflex found that 72% of consumers prefer free apps, which need to be monetized. Consequently business models such as freemium, ad supported, in-app and on-demand purchase models have all evolved to take presidenceHow consumers are billedTelco companies will also have to think about how they are billed as consumer patterns shift and develop, their dependency on Voice, SMS and data will shift. New billing patterns will need to emerge.Home vs Work/ Professional vs PersonalHow and when people use their phone/phones (as many people have business phones and social media accounts) should also be considered. Many countries in the world have mobile penetration rates well over 100% (Saudi Arabia was at 187% in 2010 ITU World Communication). How advertisers, telcos, developers, ad networks and marketers approach this shift between individuals Professional and Personal, Home and work lives will also have to be considered. Day parting of ads?Targeting of ads based on the frequency of use during different parts of the week, day? Sites visited? Apps used?
  • Mobile advertising is effective. When compared to online advertising, mobile has been shown to be more effective than its online counterparts across all key marketing metrics.For every Brand Metric – Mobile is shown to have a larger effectiveness than Online NormsIn addition, Research from ad solution provider MediaMind (formerly Eyeblaster), found that the average CTR on mobile banners on their network was 0.61%. That was more than eight times as high as the CTR for standard online banners in campaigns that also had at least one mobile ad. The research also showed click rates varied by mobile operating system. iPhone and iPad users were significantly more likely to click on mobile banners than those with an Android device or BlackBerry.
  • DEEP DIVE INTO THE CURRENT PATH TO PURCHASE – HOW PEOPOLE ARE CURRENTLY USING THEIR MOBILES WHILE SHOPPING – SLIDE CAN BE REMOVEDConsumers are using their mobile devices to get more information about the products that they are looking for as well as the closest deals.Tablet users take this one step farther as they view tablets as the better tool for researching product and pricing information prior to a store visit. Retailers report similar shopping behavior for tablets and PCs.Over 50% of tablet owners shop on it at least once a week – 12% every day!When it comes to shopping, tablets are more of a desktop substitute than a smartphone complement
  • THIS WILL CONTINUE TO EVOLVE AS MORE ITEMS ARE PURCHASED ON THE MOBILE ITSELFIncreased dependence on mobile while shoppingToday, mobile ads have become an important shopping tool and are used from initial research up to the point of purchase. Mobile ads are a useful method for engaging audiences at every stage of the purchase funnel.InMobi’s research shows that mobile web users around the world are highly receptive to and actively use mobile ads to help them find new information and assist them throughout their shopping process. (InMobi Media Consumption)UK marketers looking to maximize return on their mobile spending would do well to remember the one context in which mobile is already an unqualified success: retail. Whether shopping online or in a store, consumers are searching for and comparing products and prices via mobile phone. They are taking pictures, comparing prices, looking for directions, scanning codes, etc all which shopping. The mobile has become the shopping assistant.As a result the mobile has changed the path to purchase from a set of sequential activities…activities performed concurrently, with a premium on context and location. For example the traditional path to purchase: Research > Visit Store > Purchase has become more complex. They may Visit Store > Research > Purchase or extend it even further by using additional media and or mobile / on or offline purchases. Consequently, business are having to change their strategy when communicating with their customers. (eMarketer 2011)Increased McommerceMobile commerce is gaining quite a bit of momentum. The increasing popularity of the mobile devices and developments in mobile technology have heralded a new era in mass communication and commerce. Over half of mobile web users have already use M-Commerce. Mobile web users are purchasing both digital and physical goods and services via mobile. Looking at inMobi’s Global Consumption research,53% mobile web users have made a transaction on mobile
Moving forward, In the next 12 months, over three quarters of mobile web users will be using M-Commerce. As the mobile browsing experience is converging with online and smartphones are spurring major shifts in shopping behavior, marketers should consider integrating M-Commerce into their mobility roadmap. Mobile as a new media channel represents a significant opportunity for marketers to enhance their customer relationships by providing a seamless and convenient way to discover and transact regardless of their location (InMobi Media Consumption)In addition, the InMobi Consumer Perspective on Mobile Shopping study, we found that 58% of UK mobile web users have already purchased digital or physical goods on their device.
  • USERS ARE ABLE TO INTERACT WITH THE BRAND AND THROUGH THE INTERACTIONS, MORE DATA IS COLLECTED TO BE USED AGAIN, OPTIMISING, TO CREATE ADDITIONAL ROI FOR THE ADVERTISERWith all of the power of HTML5 and Rich Media, to make the most of your campaign you need to optimize based on all of the data collated and take these learnings and apply them to future campaigns.Was there a part of the creative that did not preform as well as other parts; was there a video that worked better; was the social aspect of the campaign successful;All of these aspects of the creative can be tracked and analyzed to see how they worked in the overall campaign.Moreover, additional features like which OS performed better, what types of publishers created the most ROI and what types of users did the campaign resonate with the best can also be looked at to provide the advertiser with best practices and key learnings for the future.By building up your understanding of your key consumer base, the types of creative that work the best and the locations and tactics drive ROI, you can create your own “library” of best practices and apply them to your future campaigns.
  • EXPAMLE OF BRINING THE USER AND DATA ABOUT THE USERS CURRENT LOCATION INTO THE AD ITSELF – SLIDE CAN BE REMOVEDBy using the features innate in the phone, you will be able to draw the consumer into the rich media experience. For example in the ad above, the geo location of the user can be used in association with mapping features to bring the experience to the Users current location
  • BY USING THE ABUNDANT DATA AVAILABLE, HIGHLY TARGETED ADS AND BRAND MESSAGES CAN BE USED, TARGETING INDIVIDUAL CONSUMERS IN REAL-TIMEBig Data:Advertisers are demanding more ROI for their marketing spend while consumers are more responsive to targeted ads and personalized messages that provide a unique experience. Innovated interactive ad formats, the devices that consumers use, information provided by publishers and 3rd party data are only a few sources of the information that is available to help target and message ads to consumers. It is now the challenge of marketers and ad networks like InMobi to utilize the plethora of data to provide the experiences that consumers want and the ROI that advertisers are demanding.Real-time insightsIn addition…There will be an increased demand for real-time campaign insight, fuelling the emergence of intelligent automated decision-making processes for campaign optimization – using the data analysis provided by the insight of Big Data, advertisers can reap the rewards of their highly targeted and integrated campaignsDemand-side platforms (DSPs) and real-time analytics are becoming key in creating ROI for advertisers and agencies. Industry players such as market researchers and creative agencies will rise to the challenge laid down by real-time purchasing of media, and create solutions that can provide a) real-time ad evaluation and b) real- time creative recalibration.Successful players will be those who learn to merge real-time data from media plans with insight, analytics distilled from Big Data and executed creatively into a holistic approach will truly optimize their advertising dynamicallyUK ad sales based on real-time bidding (RTB), are expected to rise by 147% in 2012, according to forecasts from the International Data Corporation (IDC).If these figures are borne out, real-time ad sales will account for 12% of the UK’s online display market next year. Real Time Bidding is already working in mobile. Retailers are using it to offer tailored promotions to a variety of m-commerce users, for example. RTB does require increased commitment to data gathering, storage and analysis. Ultimately, best practices in RTB will also involve dynamic pricing, based on user data as well as the context of the ad which could also, using Rich Media be dynamically integrated into the users surroundings using the mobile devices geo location. (eMarketer 2011)
  • HTML5/RICH MEDIA PROVIDES A BASE FOR CONVERGANCE OF OS PLATFORMS – CAN EASLILY CREATE ADS THAT CROSS PLATFORMSHTML5 is an important step towards a more unified experience for advertisers as it works across the ecosystem, however, this can also represent a challenge for developers as the functionalities of each OS and browsers differ as seen on the next slide.
  • WITH INCREASED DEVICE FUNCTIONALITY, ADVERTISING IS EXPANDING TO BECOME MORE TARGETING AND RICH FOR THE END USERS – THIS MAY EXTEND INTO ADDITIONAL AREAS IN THE FUTUREMobile devices provide an anytime, anywhere channel for advertisers to reach their audiences. The portability of mobile devices allows consumers to carry them along when shopping in-store, or to shop via their device while on the go. This behavior opens up opportunities for advertisers and publishers to provide compelling mobile sites and apps to aid in that process. Consumers are already used to mobile ads and use them actively. (InMobi Research)It is the devices and their functionalities that are changing the way that we shop and the way that we have to think about advertising and marketing.With the innate abilities of the devices themselves, the personalization, creativity and targeting that can be used individual consumers, advertising becomes a true outlet to reaching consumers.Through the connection and abilities of the device you can create a memorable experience for the user and increasing the effectiveness of your campaigns.Evolution of Rich MediaAs devices become more advanced and common place, more advertising money will shift to Rich Media as it has done previously in traditional online display. With the continued expansion and adoption of HTML5, more brand advertising money will shift to rich media and we will continue to see an expansion of this ad format. Already we have watched it change in the past few years as device capabilities have expanded. And as more features are developed on phones and more systems are integrated, further capabilities will develop in this advertising channel. For example InMobi’s Sprout platform can integrate Google Map location information dynamically based on the users location.For Rich media, creativity is key and it is the companies that can successfully integrate this into their ad campaigns that will see the benefits. Other development and ideas also include gamificaiton of ads as a way to motivate and engage them by applying principles of game design into the ads themselves. Puzzles, quests, searches can be used to draw the user into the experience.Local, Social, Wallet, Video, Extended Device SensorsOther aspects of marketing and features of the device will also be integrated into ads. Mobile marketing will be fully integrated into the local social and possibly even environmental aspects of the consumers lives making ads highly targeted and relevant.Today, 28 percent of U.S. mobile phone owners (55 percent of smartphone owners) rely on their phones for directions or recommendations that are based on their current location. These numbers will grow rapidly. It’s obvious that mobile, by nature, allows brands to talk to the right people at the right times in the right places, and brands will start to use the platform more effectively in the next year. (Top 12 Digital Predictions for 2012 MillwardBrown and Dynamic Logic)Moreover, you can also consider the device itself and the sensors that it may contain, Will there be weather or temperature based ads, local ads for ice cream on a hot day?We carry our phones everywhere, like we carry our wallets. So what if we combined the two?Mobile, using mobile payment platforms as well as NFC, can also become the way that we interact within the retail environment.It is through the possibilities of the devices themselves as well as the creativity of marketers that can create and emerge the user into a personalised and emotional experience highly related and targeted to the individual.
  • CURRENT EXAMPLES OF CREATING AN EXPERIENCE FOR THE USERThe user taps an animated banner to launch the rich media experience.As the ad opens an intro animation plays displaying the Ford and UEFA Champions League partnership.After a moment the stadium lights come on illuminating the football pitch and the Ford B-Maxdrives into view and stops directly in front of the goal.
  • Global ResultsWhile the Global average is 39%, when you look at specific demographic groups like the Millennial Generation this increases to 43% (with mobile usage upwards of 2.6 hours a day!) and with Mobile Mothers this increases to 42% dual Screen Usage and 2.1 hours of mobile usage per dayNonetheless, dual screening is as high as 71% in other countries like the UK66% of mobile users are as comfortable with mobile advertising as they are with TV or online advertising
  • By utilizing the higher frequencies of dual screen behavior, you can create higher interaction rates by combining mobile with other types of media.
  • In the future, we can hope to see these 5 Trends.
  • Transcript

    • 1. The Largest Independent Mobile Ad NetworkThe Future of Mobile and Mobile AdvertisingJohn Stoneman, EME Commercial Director 1
    • 2. 2
    • 3. Global Leader in Mobile Advertising 3
    • 4. REACHING >40% OF MOBILE INTERNET POPULATION North America 112 mn EME 120 mn Japan 28 mn APAC 135 mn Latin America Africa 15 mn 35 mn 4
    • 5. We’re Making a BIG Splash Winning Awards… …and providing the latest mobile insights 2011 Winner Best Mobile Ad Network 2011 Top 3 Companies to Watch 2011 Winner Innovation Award “InMobi raises a massive $200 Million to overtake Google in mobile ads” 2012 Winner Best Game Site Mobile - VentureBeat Application Ad 5
    • 6. Where is Mobile Headed? 6
    • 7. Mobile and InternetMobile andweb arebecomingmoresynonymousas internetaccess frommobiledevicesexpands 7
    • 8. Continued Growth of Mobile 8
    • 9. InMobi Global Media ConsumptionThe average mobile web userconsumes 7.2 hours of mediadaily. Mobile devices represent27% of this time.Mobile share of media is ahead ofTV and catching up with online Source: InMobi & On Device Research, Mobile Media Consumption Research Feb 2012 9
    • 10. Mobile is Part of Daily Life Globally, mobile web time is “me” time: it’s usually a personal rather than a shared media experience 15% 14% in a 22% Spending Shopping meeting 19% In the or class time with family bathroom 67% Lying in bed 39% While watching TV 47% Waiting for 15% social event something 25% Commuting Sample size: n =11,040 10
    • 11. InMobi and Baltic Growth 11
    • 12. InMobi and Baltic Growth InMobi Share of Impressions by InMobi Impression Share by Phone Type – April 2012 Type - April 2012 100% 33% 90% 54% App Estonia Growth 80% 67% 70% 60% 36% Latvia 50% 64% 40% 30% 70% 20%Lithuania 30% 10% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% Lithuania Latvia Estonia Feature Phone Smartphone Mobile Web Application Source: InMobi Network Research – Jan 2012 vs April 2012 12
    • 13. Internet vs Mobile Penetration Internet User and Mobile Phone Owner Penetration in Eastern Europe, by Country, 2010 (% of population in each group) 100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Estonia Latvia Lithuania Poland* Russia Slovakia Turkey Ukraine* Internet Mobile users phone owners Source: eMarketer, March 2011; various, as noted, 2010 & 2011 13
    • 14. Smartphone Penetration Smartphone Users in Select Countries in Central and Eastern Europe, July 2011 (% of mobile phone users) Slovenia Turkey Lithuania Kazakhstan Bosnia and Herzegovina Croatia Czech Republic Serbia Hungary Estonia Russia Latvia Slovakia Ukraine Romania 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Source: GfK Group as cited in company blog, Oct 28, 2011 14
    • 15. Changes in Usage Behaviors• App Usage spurring innovative business models like Freemium, In-App and on demand• Professional vs Personal phones• Day parting of Ads 15
    • 16. Cross-Media Ad Effectiveness Mobile and Online Advertisings Effect on Brand Metrics in the US, Nov 2007-Dec 2011 30 25 178% 20 200% 15 267% 200% 100% 167% 10 5 0 Ad awareness Message Purchase intent Unaided Aided awareness Brand favorability association awareness Mobile Norms Online NormsIn an April 2012 Nielsen study When compared to TV alone, advertising on TV, iPad and iPhone increased brand recall by 617%, likelihood to recommend by 160% and purchase intent by 72% Source: InsightExpress, "Mobile Advertising Effectiveness Norms," Feb 2012 16
    • 17. Keeping Pace with ConsumersMobile impacts consumer behaviours throughout the purchase path Source: InMobi & On Device Research, Mobile Media Consumption Research Feb 2012 17
    • 18. Mobile Shoppers Gather InformationCurrently, gathering information takes precedence for mobile shoppers and helpsto drive customers in store. This pattern however is changing. In-Store Mobile Shopping Activities of UK Mobile Internet Users, Jan 2012 (% of respondents) Compare prices Email or social networks Look at product reviews Look for a mobile discount code/voucher Scan in barcodes to compare prices Look up product specifications Buy items through mobile phone 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: On Device Research, "Mobile in the Retail Store," Feb 2, 2012 18
    • 19. Check-in to a Check-out mindset Increased Dependence on Mobile while Shopping Increased mCommerce 19
    • 20. Levi’s - Interacting with the Brand Consumers can interact with the products and brands and how they are relevant to them as well as be driven to a specific call to action – making a purchase 20
    • 21. Mobile Advertising has Evolved Banner ads Rich media SMS ads Rich media Text News Games Dynamic 2 Data 3 Multimedia & ads Movies Ads1 Voice 4 Touchscreen & Sensors Content Technology 21
    • 22. Personalized Targeting Demographics Geo-location Industry Segment Time of DayOS, Device, Carrier Interests User Journey Context 22
    • 23. AUDIENCE Centricadvertising 23
    • 24. Personalized User Experience 24
    • 26. The Importance of HTML5Works across almost the entiresmartphone mobile ecosystem  No Plug-Ins!  Advertising = App Experience  Runs across all platforms: iOS, Android, Mango Windows Phone, and Latest RIM  Flash does not work on iOS devices  All new browser releases support HTML5 26
    • 27. Expansion of Mobile Advertising 27
    • 28. The Entertainmentand, in particular, theGaming marketscontribute to a largeproportion of dailymobile activities Sample size: n =10,699 28 Source: InMobi & On Device Research, Mobile Media Consumption Research Feb 2012
    • 29. Ford - Gamefication of Experiences Gamefication of Experience: Creating a in-ad gaming experience to drive user engagement and brand awareness 29
    • 30. Samurai Blood – Full App Experience Game preview in Ad Taking Freemium to the next level 30
    • 31. 39%of consumers on multi-task while watching TV 31
    • 32. Leverage Dual Screen Behaviour 32
    • 33. Mobile Media TrendsRapid Growth of MobileContinued development of UsageBehavioursShift from a Check-in to a Check-out mindsetCustomer focused usage of Dataand AnalyticsEvolution of Mobile Advertising 33
    • 34. Thank youJohn Stoneman, EME Commercial Director 34