1. REAL MEDIA
MEDIA INNOVATION
GROUP GROUP
Fast Facts: Mobile Advertising Growth
In today’s agile marketplace, advertisers and publishers
need to build a consistent customer experience across
all connected devices and platforms, including Mobile.
Mobile’s rapid rise impacts the way business is done and
ignites significant growth potential.
Here are some insights and ideas to consider when
developing your mobile strategy.
Mobile Reach Increasing—Why Mobile and Why Now?
2011 REGIONAL MOBILE Mobile
Adults
44%
PENETRATION who own a phone
usage¹ 92%
102% 131% SMART
71% 77% PHONE
84%
100% EU² US³
48%
Worldwide 86%4
EU users EU users accessing
average
INTERNET
viaIME
T mobile² through mobile N
52%
IO
9.4
Hours/Week GROW
TO 400
MILL
OF MOBILE USERS ACTIVELY BROWSE
in 2012
THE INTERNET ON THEIR DEVICES
Sources: ¹European Journal of Scientific Research, 2010 ²IAB Europe MediaScope Europe, 2012 ³eMarketer, July 2012
4Portia, April 2012
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2. REAL MEDIA
MEDIA INNOVATION
GROUP GROUP
The Rise of Mobile Impacts Consumer Media
Consumption and Behavior
DISPLAY
There will be
7.1 BILLION 22%
connected mobile devices US smartphone users who
worldwide by 2015¹ made a purchase via PC
after viewing a mobile ad6
VIDEO
SOCIAL 1 in every 10
37% of EU mobile
owners use their phones
tablet users view video
to check social content almost daily.³
networks²
SEARCH 22% 11% E-COMMERCE
9%
of all US mobile owners 11% of EU mobile owners
used search on their phone use their phones to buy
in January 2011, up from online and 9% buy online
16% a year earlier via an App²
Mobile GLOBAL MOBILE AD THE TABLET MARKET
Advertising SPEND WILL REACH
$6.4 BILLION IN 20124
WILL GROW 91.7%
IN 20125
is a Growing
Opportunity
SMARTPHONE CTRs 82% OF EU BUSINESSES
ARE 72% HIGHER AND WILL INCREASE THEIR
TABLET SEARCH AD CTRs MOBILE AD SPEND
ARE 31% HIGHER VS. IN 20124
DESKTOP SEARCH ADS7
Sources: ¹Socialtimes.com, “How Mobile Devices Have Redefined Media Consumption,” April 9, 2012 ²IAB Europe, MediaScope 2012
³US ComScore June 2012 4eMarketer, July 2012 5WebProNews.com, June 2012 6Nielsen “Counting Today’s Mobile Consumer,” July 2012
7Marin Software, “State of Mobile Search Advertising in the U.S. 2012”
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Advanced Mobile Technology and Analytics
Provide Competitive Advantage
ENGAGEMENT TARGETING
New technology facilitates
Mobile advertising increases pinpoint targeting, including
message relevancy and drives age, gender, interests/behav-
direct response, enabling reach ior, device type, operating
to consumers across screens. systems and more.
INTERACTION
Mobile QR codes are
rapidly gaining popularity.
They allow marketers
to leverage the visual
engagement of print ads
and drive user actions.
ROI TRACKING &
For every dollar REPORTING
spent on Mobile Despite fragmentation, new
in 2012¹ technology enables market-
ers to effectively analyze
$1 campaign information and
$11.37
optimize strategies across
devices and platforms.
INNOVATION
Advertisers can target their campaigns to appear on mobile
devices within a given distance of one of their outlets, using
mobile advertising to drive offline sales. Users clicking on a
mobile banner can redeem coupons to use in-store at the
point of sale.
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MEDIA INNOVATION
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Challenges/Questions About Mobile
WHY IS A MOBILE It is important to engage with your audience in the most effective
STRATEGY IMPORTANT? way, and reach them where they are consuming media. More
and more, this involves mobile devices. In terms of advertising,
co-branded cross-channel promotion has shown to be the most
effective approach for advertisers, who increasingly look to add
Mobile into their media mix.
CBS TV CITY MEDIA LAB STUDY
When complementing TV advertising with mobile:
■■ Brand recall was 69% higher
■■ Purchase intent increased by 72%
■■ 5.5 times more effective at driving search
Comparing cross-screen viewers to TV only viewers¹
WHY SHOULD I HAVE A With mobile consumption sky rocketing and 77% of companies
MOBILE SITE? globally boosting investment in the mobile channel,² companies
should consider expanding and enhancing their touch points by
including Mobile sites.
WHY SHOULD I CREATE Apps allow publishers to foster brand awareness, enable greater
A CUSTOM APP? customer loyalty, promote offerings and interact with users
individually, giving them easy access to offerings and services.
WHAT ARE THE TOP ANDROID iOS BLACKBERRY
THREE MOBILE GOOGLE APPLE RIM
PLATFORMS?
PHONE³ 59% PHONE 23% PHONE 6%
TABLET4 36% TABLET 63% TABLET 1%
WHAT IS THE BEST HTML vs. Flash—Adobe Flash powers the majority of desktop ad-
FORMAT TO USE FOR vertising, however, the reverse is true with mobile. The majority of
MOBILE WEBSITES? mobile websites do not support Flash and cannot read Flash
websites or ads. Mobile sites must be built in HTML to be WAP
(Wireless Application Protocol) accessible.
WHAT IS THE BEST 1.5%
Creating ads for desktop campaigns is positively
FORMAT TO USE FOR simple compared to mobile. While online campaigns
MOBILE ADS? rely heavily on 3 sizes, mobile web uses Pre-roll
Video
many more variations.
0.9%
0.7%
AVG CTR5 0.5% 0.5% Interstitial
Geo-
Traditional Click-to localized
Standard Banner ads ads
Sources: ¹Nielsen “Cross-Platform Video Ad Effectiveness Study” conducted by AdColony,
April 2012 ²eConsultancy 2012 ³IDC Worldwide Mobile Phone Tracker, May 24, 2012
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Conclusion
Mobile devices are changing
the digital landscape and the
way in which users interact
with digital media
Mobile access is growing globally year-over-year and the
demand for mobile content is at an all-time high. As mobile
device adoption reaches critical mass, companies need to
have a mobile strategy on their radar as a new channel to
reach customers, appeal to advertisers, and accomplish their
goals. Below are our top tips for your mobile strategy:
FOCUS ON STRATEGY, Don’t build a mobile site or app because that’s what others are doing.
NOT TACTICS Determine how your business can use mobile to enhance users’
experiences as well as drive business and advertising growth.
Understanding this will help you to develop a long term strategy
that aligns with your customers’ needs.
GET TO KNOW YOUR Evaluate how people use mobile technologies in their daily lives.
AUDIENCE Is your target audience tech-savvy? What is their relationship with
your brand and how do they communicate with it?
Answering these questions is the key to building a mobile strategy
and experience that will resonate with your audience.
PICK A TECHNOLOGY There are many options in the marketplace so it all goes back to
PLATFORM understanding your target audience. What mobile devices do they
use? Do they use smartphones or tablets? Android or iOS?
Understanding the answers to these questions will drive what
technology platform is best for your strategy.
MOBILE SITE Keep your mobile site simple. Use traditional site analytics to
see which pages are most used. Avoid heavy graphics and keep
scrolling to a minimum.
MOBILE APPLICATION Assess the pros and cons of mobile apps to determine if a mobile
app is right for your business. Users spend more time with mobile
apps than the web (mobile and desktop) and are generally more
engaged. Content is another factor to consider. How are users
going to interact with your business on mobile devices?
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