Why mobile is a game
changer for marketing
@brianfallon
Co-Founder, TheJournal.ie
A little about TheJournal.ie
Ireland’s first mobile first newsroom
Key mobile trends in Ireland
Wow, mobile got big fast!
0
22,500
45,000
67,500
90,000
112,500
135,000
157,500
180,000
Daily Active App Readers vs Circul...
0
45,000
90,000
135,000
180,000Jan
2005
Jun
2009
D
ec
2011
Jun
2014
D
ec
2016
Jun
2019
D
ec
2021
Newspaper Circulation
Sou...
0%
25%
50%
75%
100%
2005
2006
2007
2008
2009
2010
2011
2012
2014
2015
2016
2017
2018
2019
2020
2021
Smartphone Adoption
Ir...
Ad Spend is WAY out of sync
with mobile usage
0%
8%
15%
23%
30%
Mobile Press & Magazines
25%
0%
6%
10%
Time Share Spend Sh...
How much bigger is mobile
going to get?
25%
75%
Mobile Visits
Desktop Visits
% Visits from mobile, Distilled Media
(Adverts.ie, Daft.ie, Boards.ie, TheJournal.ie)...
25%
75%
Mobile Visits
Desktop Visits
% Visits from mobile from Distilled Media
(Adverts.ie, Daft.ie, Boards.ie, TheJournal...
Q. What can your organisation start doing
from tomorrow to take advantage of the
mobile opportunity…
TheJournal.ie DMX Dublin 2014
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TheJournal.ie DMX Dublin 2014

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Some key trends in mobile media consumption Ireland 2005-2021

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TheJournal.ie DMX Dublin 2014

  1. 1. Why mobile is a game changer for marketing @brianfallon Co-Founder, TheJournal.ie
  2. 2. A little about TheJournal.ie
  3. 3. Ireland’s first mobile first newsroom
  4. 4. Key mobile trends in Ireland
  5. 5. Wow, mobile got big fast! 0 22,500 45,000 67,500 90,000 112,500 135,000 157,500 180,000 Daily Active App Readers vs Circulation Broadsheet 1 Broadsheet 2 TheJournal.ie Source: ABC Island of Ireland Report, Internal Analytics
  6. 6. 0 45,000 90,000 135,000 180,000Jan 2005 Jun 2009 D ec 2011 Jun 2014 D ec 2016 Jun 2019 D ec 2021 Newspaper Circulation Source: ABC Island of Ireland Report, Internal Projections Irish Newspaper Circulation 2005 to 2021
  7. 7. 0% 25% 50% 75% 100% 2005 2006 2007 2008 2009 2010 2011 2012 2014 2015 2016 2017 2018 2019 2020 2021 Smartphone Adoption Irish Smartphone Penetration 2005 to 2021 Source: Red C, DRG, Asymco
  8. 8. Ad Spend is WAY out of sync with mobile usage 0% 8% 15% 23% 30% Mobile Press & Magazines 25% 0% 6% 10% Time Share Spend Share Source: Carat
  9. 9. How much bigger is mobile going to get?
  10. 10. 25% 75% Mobile Visits Desktop Visits % Visits from mobile, Distilled Media (Adverts.ie, Daft.ie, Boards.ie, TheJournal.ie) 2014
  11. 11. 25% 75% Mobile Visits Desktop Visits % Visits from mobile from Distilled Media (Adverts.ie, Daft.ie, Boards.ie, TheJournal.ie) 8% 92% 2014 2021
  12. 12. Q. What can your organisation start doing from tomorrow to take advantage of the mobile opportunity…
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