Keydev alex kozloff

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Keydev alex kozloff

  1. 1. Mobile planning and buying - the agency world view
  2. 2. Total mobile market 2010Source: IAB / PwC mobile display ad spend survey 2010
  3. 3. Total mobile market 2010 vs 2009 like-for-likeSource: IAB / PwC mobile display ad spend survey 2010
  4. 4. 99% of agencies spent on mobile in 2010In 2010, what % of the total DIGITAL ad spend, that your agency influences, is for mobile? 56% 2009 2010 46% 30% 22% 13% 14% 5% 6% 4% 1% 2% 1% 0% 0% 0% 0% 0% 0% 0% Between 1-5% 6-10% 11-20% 21-40% 41-60% 61-80% 81-100% 0% and 1%Source: IAB Snapshot ResearchBase: 2009 (106) ; 2010 (160)
  5. 5. The average mobile campaign in 2010 cost £33,912Source: mobileSQUARED
  6. 6. 67% of agencies spend a day or moreplanning and buying mobile campaignsSource: mobileSQUARED
  7. 7. Need to make the planning & buying process easier Average mobile campaign is £33,912 Agency would take 10-15% of campaign spend = £5,086Source: mobileSQUARED
  8. 8. Major hurdles for agencies include tracking and third party ad servingSource: mobileSQUARED
  9. 9. 94% of agencies agree the lack of 3rd party adserving is damaging to the industrySource: IAB Mobile Adserving Directory
  10. 10. Though there is a gap in agency & publisher opinion on the issueSource: IAB Mobile Adserving Directory
  11. 11. The IAB has produced a Mobile Adserving Directory to help push this forward • Report includes: → Agency opinions towards mobile adserving and ad tracking → Individual publisher information & current capabilities in mobile adserving and tracking → Individual adserver status and reporting capabilities in mobile adserving and tracking → Overall industry opinion towards mobile adserving and ad tracking http://www.iabuk.net/en/1/mobileadservingdirectory.html
  12. 12. Mobile Adserving Directory- Adservers• Of the 6 we surveyed• All of them have mobile products or have plans for them in the next 12 months Source: IAB Mobile Adserving Directory
  13. 13. Mobile Adserving Directory- Publishers • Of the 24 we surveyed • 67% can do third party adserving now • 21% will be able toSource: IAB Mobile Adserving Directory do so in the next 12 months • 13% can’t do it
  14. 14. The outlook for 2011 is good..By what percentage do you expect the average spend for mobile(and mobile element of a campaign) to increase in 2011? Average mobile campaign spend in 2011 is expected to increase to £38,752, up by 14.3% on 2010.Source: mobileSQUARED
  15. 15. 88% of agencies think mobile will be the fastest growing medium for the next 5 years 2009 2010 88% 73% Mobile will be the fastest growing media for the next 5 yearsSource: IAB Snapshot ResearchBase: 2009 (106) ; 2010 (160)
  16. 16. Conclusions• 99% of agencies do some form of mobile & £83m was spent on mobile in 2010• The process of buying and planning mobile is time consuming, and user tracking and adserving are major hurdles• Publisher and Adserver data from the IAB Mobile Adserving Directory shows industry progress• 2011 looks positive as agencies predict an increase of 14% on mobile campaigns

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