eMarketer Webinar: Mobile Advertising and Marketing—Key Trends and Benchmarks


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Please join us for this free webinar featuring eMarketer Principal Analyst Noah Elkin as he discusses the key trends emerging in mobile ad spending and addresses what marketers can expect to see in the year ahead.

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  • Slide Purpose – Who is Savvis Idea is to describe who Savvis is by referencing a known entity. In this case, the customer can put us in the same bucket as IBM and ATT. This is helpful for folks who are not familiar with who Savvis is. 2. Tell’em how we are different. (We are “Industry Smart, Purpose Built for Marketing” 3. What the benefit of that is. 4. And that Gartner has identified Savvis as the category leader.
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  • eMarketer Webinar: Mobile Advertising and Marketing—Key Trends and Benchmarks

    1. 1. Presented by: Noah Elkin Principal Analyst #eMwebinar @noahelkin O C T O B E R 2 7, 2 0 1 1 Mobile Advertising and Marketing— Key Trends and Benchmarks Sponsored by:
    2. 2. Agenda <ul><li>Setting the stage: Smart device and mobile web adoption </li></ul><ul><li>Marketer approaches to mobile marketing: Evolution, not revolution </li></ul><ul><li>Mobile advertising outlook: Spending growth ahead </li></ul><ul><li>Consumer outlook: Awareness and engagement on the rise </li></ul><ul><li>Q & A </li></ul>
    3. 3. Setting the Stage: Smart Device and Mobile Web Adoption
    4. 4. Smartphone adoption remains the driving force behind the expanding mobile advertising market
    5. 5. US smartphone ownership is growing more quickly among recent phone buyers Twitter: #eMwebinar @noahelkin
    6. 6. Market momentum is solidly in Android’s favor…
    7. 7. … in what is fast becoming a two-horse race
    8. 8. Driven by the US market, demand for tablets continues to be feverish
    9. 9. Mobile and web are becoming more synonymous… Twitter: #eMwebinar @noahelkin
    10. 10. … as internet access from mobile devices expands
    11. 11. High-value activities predominate among smartphone owners
    12. 12. Tablet users likewise display a prevalence for engaging with web media and content
    13. 13. Marketer Approaches to Mobile Marketing: Evolution, Not Revolution
    14. 14. Mobile advertising is now more the norm than the exception Twitter: #eMwebinar @noahelkin
    15. 15. Marketers see mobile as a key mechanism for engaging their audience at every stage of the purchase funnel
    16. 16. Marketers employ a range of mobile tactics to achieve their goals…
    17. 17. … including a variety of ad formats
    18. 18. Android is catching up but iOS devices still generate more marketer interest Twitter: #eMwebinar @noahelkin
    19. 19. Bigger companies allocate more dollars for mobile
    20. 20. Average expected change in mobile marketing budgets in 2011 35% Source: Jumptap/DIGIDAY “Mobile State of the Industry Survey,” Sept 2011
    21. 21. More marketers are taking an integrated approach to mobile
    22. 22. But the extent of integration varies by industry
    23. 23. Marketers cite a common set of benefits and challenges with mobile advertising
    24. 24. Mobile Advertising Outlook: Spending Growth Ahead
    25. 25. eMarketer’s latest forecast is higher for 2011 and beyond
    26. 26. Growth in mobile advertising is strong across the board…
    27. 27. … but search and display are emerging as the dominant mobile ad formats Twitter: #eMwebinar @noahelkin
    28. 28. More marketers are trying to capitalize on local intent
    29. 29. Shift in spending shares reflects changing marketer priorities
    30. 30. Growth in mobile search has other strategic and tactical implications
    31. 31. Increased focus on display and rich media is evident in marketer surveys
    32. 32. Smart devices account for the majority of mobile display ad requests
    33. 33. Tablet users consume the largest share of mobile video ads Twitter: #eMwebinar @noahelkin
    34. 34. Ad effectiveness is an important driver behind mobile display ad adoption
    35. 35. Consumer Outlook: Awareness and Engagement on the Rise
    36. 36. Smartphone owners are more likely than feature phone users to see and respond to mobile ads
    37. 37. Tablet users have a generally positive attitude toward ads
    38. 38. Awareness of mobile ads is highest among younger smartphone users Twitter: #eMwebinar @noahelkin
    39. 39. Smartphone users are most likely to notice search and in-app display ads
    40. 40. Mobile ads are leading to consumer engagement
    41. 41. Ads that connect with users during specific activities correlate with higher engagement rates
    42. 42. Other mobile marketing approaches can also drive engagement and conversion
    43. 43. Bottom line: Mobile can play a key role at every stage of the purchase funnel
    44. 44. <ul><li>Rising smart device and mobile web adoption signal new imperatives for marketers. Marketers need to look toward the day when the mobile web is no longer a sideshow but a main event. </li></ul><ul><li>Mobile marketing is no longer a question of “if” but of “when.” Expect to see mobile continue to emerge as less of an afterthought and more of a permanent fixture in marketers’ digital strategies. </li></ul><ul><li>Mobile advertising is following a similar evolution as the desktop. Search and display are emerging as the dominant mobile ad formats. The outlook for mobile ad spending overall is trending sharply upward. </li></ul><ul><li>The future of mobile is all about sophistication. More capable devices, faster networks, savvier mobile consumers and richer experiences lie ahead. Marketers’ strategies must evolve in line with the growing sophistication of mobile devices and consumers’ usage patterns. </li></ul>Key takeaways
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    47. 49. Thank You! http://emarketer.cliqlaunch.com/emarketer_demo/LandingPage.aspx [email_address] Contact Us For More Information!
    48. 50. Mobile Advertising and Marketing— Key Trends and Benchmarks Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 or [email_address] Presented by: Noah Elkin Principal Analyst, eMarketer, Inc. Twitter Hashtag: #eMwebinar Sponsored by :