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The Gathering Wave:
Digital, Targeted Marketing
and Mobile Converge –
Location-Based Services
August 21, 2013
Squaw Creek
...
www.borrellassociates.com
Source: © Borrell Associates, Inc. 2013
Media Shares from 1949
www.borrellassociates.com
Local Advertising Spending ($ billions)
$1 $1
$3 $4
$6 $7 $8
$11 $12
$18
$41
2012 2015
Source: B...
www.borrellassociates.com
Local Ad Spend Change (2012 – 2015, $b)
-$2
$0
$2
$4
$6
$8
$10
$12
Source: Borrell Associates, I...
www.borrellassociates.com
Digital Ad Formats ($ billions)
($5)
$5
$15
$25
$35
$45
2012 2015
Targeted Display
Paid Search
O...
www.borrellassociates.com
Introduction of Pope Benedict XVI
Photo: Luca Bruno, AP
www.borrellassociates.com
Introduction of Pope Francis
Photo: Michael Sohn, AP
www.borrellassociates.com
* Includes smartphones, PDAs, mobile game players, e-readers, GPS devices, etc.
Laptops
Tablets,...
www.borrellassociates.com
8
$5.77
$9.40
$15.77
$28.00
$41.76 $58.22
$83.61
$106.87
$135.85
$44.81
$56.35
$59.95
$65.89
$75...
www.borrellassociates.com
How familiar are you with Mobile marketing
opportunities available to your business?
© 2013 Borr...
August 21, 2013
Lake Tahoe
The Mobile Insider Summit
The Place of Place:
What Can Marketers Do With The Location Data Poin...
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Presentation: The Gathering Wave: Digital, Mobile and Targeted Marketing Trends Converge

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Transcript of "Presentation: The Gathering Wave: Digital, Mobile and Targeted Marketing Trends Converge"

  1. 1. The Gathering Wave: Digital, Targeted Marketing and Mobile Converge – Location-Based Services August 21, 2013 Squaw Creek The Mobile Insider Summit
  2. 2. www.borrellassociates.com Source: © Borrell Associates, Inc. 2013 Media Shares from 1949
  3. 3. www.borrellassociates.com Local Advertising Spending ($ billions) $1 $1 $3 $4 $6 $7 $8 $11 $12 $18 $41 2012 2015 Source: Borrell Associates, Inc. 2013
  4. 4. www.borrellassociates.com Local Ad Spend Change (2012 – 2015, $b) -$2 $0 $2 $4 $6 $8 $10 $12 Source: Borrell Associates, Inc. 2013
  5. 5. www.borrellassociates.com Digital Ad Formats ($ billions) ($5) $5 $15 $25 $35 $45 2012 2015 Targeted Display Paid Search Online Video ROS Display Email Online Audio Source: Borrell Associates, Inc. 2013
  6. 6. www.borrellassociates.com Introduction of Pope Benedict XVI Photo: Luca Bruno, AP
  7. 7. www.borrellassociates.com Introduction of Pope Francis Photo: Michael Sohn, AP
  8. 8. www.borrellassociates.com * Includes smartphones, PDAs, mobile game players, e-readers, GPS devices, etc. Laptops Tablets, Netbooks Other Mobile Devices* 2012 2017 Ad-Capable Mobile Devices 0.3 5.8 113.8 35.9 18.6 245.1 Millions of Units
  9. 9. www.borrellassociates.com 8 $5.77 $9.40 $15.77 $28.00 $41.76 $58.22 $83.61 $106.87 $135.85 $44.81 $56.35 $59.95 $65.89 $75.31 $81.17 $72.31 $59.13 $31.45 $50.58 $65.76 $75.72 $93.89 $117.08 $139.39 $155.92 $166.00 $167.30 2010 2011 2012 2013 (P) 2014 (F) 2015 (F) 2016 (F) 2017 (F) 2018 (F) Mobile Device Ad $ Static Device Ad $ Total Digital Ad$ Static vs. Mobile
  10. 10. www.borrellassociates.com How familiar are you with Mobile marketing opportunities available to your business? © 2013 Borrell Associates Inc. 20% 38% 23% 14% 6% Very Somewhat Not very Not at all Don't know/Not Sure
  11. 11. August 21, 2013 Lake Tahoe The Mobile Insider Summit The Place of Place: What Can Marketers Do With The Location Data Point? Moderator Colby Atwood, President, Borrell Associates Panelists Mahan Archer, SVP of Consumer Experience, Engauge Ian Beacraft, Senior Digital Strategist, Leo Burnett Jeremy Geiger, CEO, Retailigence Vaino Leskinen, Director of Mobilelab, Digital Arts Network (TBWA) Amanda Paluzi, CRM Analyst, Yum! Brands - Pizza Hut
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