Presentatie MARCOM13 alex kozloff

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  • Has anyone seen this before? This image was released
  • Smartphone penetration increased from 55% to 67% in a year2/3rds of the population now own a smartphoneHuge opportunity to create compelling content
  • People aren’t just taking photosMobile is having a big impact on multi national businesses
  • We know when mobile and desktops are used but it’s really interesting looking at how tablets are consumedBacks up that they have to be thought about differently to other devices.Lean back attitude.Add in Guardian insight
  • Ad in sports illustrated – put the ad in the app addition of the title behind the ad in the print addition and watch the magic…

Transcript

  • 1. Small is beautiful- why mobile is thetool marketers can‟t afford to ignoreAlex Kozloff, Head of Mobile IAB UK
  • 2. iabuk.net/contactWho am I and what do I do?• Trade body for digitaladvertising• 850 members includingadvertisers, agencies andpublishers• Head of Mobile,6 yearsmobile experience
  • 3. Agenda• An overview of consumer trends in mobile & tablet• The UK mobile advertising revenue landscape• Best in class examples of mobile marketing• A few thoughts on the future
  • 4. An overview of consumer trends in mobile& tablet14 June 2013iabuk.net/contact
  • 5. iabuk.net/contactPope John Paul II‟sbody is carried acrossSt. Peter‟s Squarefollowing his death in2005Pope Francis speaks toSt. Peter‟s Square forthe first time after hewas elected
  • 6. Source: comScore mobiLens 3 month average55%Smartphoneownership March2012UK smartphone growth 2012- 201367%Smartphoneownership March2013
  • 7. Mobile has made fundamental, irreversiblechanges to our livesSource: 20 or so IABeers in the pubWhat do you not do any more now you have a mobile?
  • 8. GNM weekly total audience by platformSource: comScoreSource: GNM Total Audience, Wave 2 2012Major UK publishers are seeing nearly themajority of content consumption via mobile55%of Guardian‟s weekendfootball content isconsumed ontablet/mobile45%of the Guardian‟s weeklyaudience comes fromdigital only
  • 9. Mobile is big business30%of all Debenhamstraffic via mobile1 in 5of all online salesvia mobile€15.2bnglobal salesthrough mobile in2012Source: Debenhams 06/12, eBay 05/13, Dominos 09/12
  • 10. Tablet ownership has doubled in a year10%22%March 2012 March 2013Source: comScore mobiLens
  • 11. 0%5%10%15%20%25%30%35%Night Time1-3amEarlyMorning 4-6amMorning 7-9amLatemorning10am-12amEarlyAfternoon1pm-3pmAfternoon 4-6pmEarlyEvening 7-9pmLateEvening 10-12pmDay in the Life of Device Usage - WeekdayDesktopMobileTablet50% of tablet uses are after 7pm%interactionsSource: IAB Three Device Lives: Tablets in context
  • 12. 3 key trends emerging for tabletsDual Screening Entertainment Retail51%Tablet usagewith TV35%Mobileusagewith TV33%Laptop /desktopusagewith TVSource: IAB Three Device Lives: Tablets in context / IAB Mojo StudyTablet,49%Mobile,22%PC,29%Which of yourdevices best allowsyou to beentertained?2:562:12
  • 13. Mobile Adspend- the highlightsiabuk.net/contact
  • 14. SOURCE: IAB / PwC Digital Adspend 2012(€617m)(€234m)
  • 15. Strong like for like growth 2011 to 2012SOURCE: IAB / PwC Digital Adspend 2012
  • 16. The mobile media mix% share of revenues 2012SOURCE: IAB / PwC Digital Adspend 2012Category 2011 ShareSearch 67%Display 30%Classified 0%SMS & Other 3%(€617m)
  • 17. Mobile display breakdownSOURCE: IAB / PwC Digital Adspend 2012(€176m)
  • 18. Change in industry sector mobile displaymarket shares 2011 to 2012Based on 86% of submitted display ad spendSOURCE: IAB / PwC Digital Adspend 20121%3%3%8%10%10%11%12%12%13%16%1%3%1%10%11%4%7%12%13%14%23%Leisure EquipmentBusiness & IndustrialGovernment, Social, Political OrganisationsMotorsTelecommsTravel & TransportTechnologyFinanceRetailConsumer GoodsEntertainment & The MediaH2 2011H2 2012
  • 19. Mobile hits the mainstream?SOURCE: IAB / PwC DigitalAdspend 2012£1.25in every £10 spenton digital displayadvertising isspent on mobile£1in every £10 spent ondigital advertising isspent on mobile
  • 20. UK Mobile Advertising Spend Forecast 2013-2017Source: FirstPartner Western European Mobile Ad Spend Forecast 2013-201705001,0001,5002,0002013 2014 2015 2016 2017£MillionsDisplay (Banners& Text Links) Search Messaging Mobile Content (Video and In Game)£853.8m£1234.0m£1957.4m£1537.8m£1762.8m(€2.3bn)(€1.0bn)(€1.4bn)(€1.8bn)(€2.1bn)
  • 21. Some great examplesiabuk.net/contact
  • 22. iabuk.net/contactMobile display is what you make of ithttp://www.youtube.com/watch?v=45Z-GevoYB8
  • 23. Mobile with other media- presshttp://www.youtube.com/watch?feature=player_embedded&v=640v8yBcXg8
  • 24. Mobile with other media- outdoorhttp://www.youtube.com/watch?feature=player_embedded&v=ScrNSrOAoUM
  • 25. Mobile driving „in store‟ purchaseshttp://www.youtube.com/watch?v=uUmSg2LqTyg
  • 26. A few thoughts on the futureiabuk.net/contact
  • 27. 75%2013SmartphoneOwnership (UK)
  • 28. In 2013 themajority ofsearch clicks inthe UK will comefrom mobiledevices
  • 29. The only option is to completely adjust yourstrategy“We made this transition to being apublic company, and at the sametime we made this transition tobeing a mobile company. And thetransition to being a mobilecompany had probably 10 timesthe difference on the company thatanything about being public had.”
  • 30. Thanksalex@iabuk.netiabuk.net/contact