Mobile marketing is about behavior | Anna Bager | EBEDominicana

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What is mobile”: A new mobile market and world is forming. Anna Bager will speak about what this means and how we need to understand mobile consumer behavior, mobile usage and changing habits in order to better understand the challenges and opportunities. What is Mobile, what do marketers think of it, and how do we reach the consumer in the best and most effective way.

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Mobile marketing is about behavior | Anna Bager | EBEDominicana

  1. 1. IAB Mobile Marketing Center of Excellence What is mobile?
  2. 2. IAB’s Mobile Marketing Center of Excellence • Launched in December 2010 • Think of the Mobile Center as “a mini IAB within the IAB” • Goal: drive growth of the mobile advertising marketplace and of our members’ share of mobile marketing spend • Five Mobile Center staff, led by Anna Bager, IAB’s VP of Mobile • Separate Mobile Center Board of Directors, which reports to overall IAB Board IAB | Mobile Marketing Center of Excellence
  3. 3. IAB Mobile Marketing Center Board and Supporting Members Current as of July 19, 2013
  4. 4. IAB Mobile Center What is Mobile?
  5. 5. What is Mobile? • • • • • • • • It’s a device It’s a network It’s an operating system It’s a technology It’s a business model It’s a medium It’s a platform It’s a buzzword W O H ’S IT E W IV L U O E L R S E IV
  6. 6. Mobile Is Everywhere and Everything IAB | Mobile Marketing Center
  7. 7. Defining “Mobile First” • Mobile First is often described in terms of business strategy—it’s how media companies should think. • But Mobile First is really about how consumers with smartphones and tablets are living their daily lives. • It’s about a behavioral and social change • These changes create challenges and opportunities for companies seeking a consumer audience
  8. 8. “Mobile” Can Be Any Screen
  9. 9. Or No Screen At All
  10. 10. And We Don’t Use Screens One at a Time 77% of the time when we’re using a TV, we’re using another device 49% with a phone | 34% with a PC/laptop 57% of the time when we’re using a smartphone, we’re using another device 29% with a television | 28% with a PC/laptop Source: http://services.google.com/fh/files/misc/multiscreenworld_final. pdf
  11. 11. Information Gets More Subtle and Pervasive
  12. 12. Screens Can Bring Families Together
  13. 13. Percentage of Use In Home 64% Smartphone Source: Council for Research Excellence 82% Tablet
  14. 14. Or Keep Us Company When We’re Alone
  15. 15. Smartphones Enable Shared Personal Experiences
  16. 16. Mobile is Changing Etiquette
  17. 17. And Changing How We Shop
  18. 18. For Small Children, Magazines are Broken Tablets
  19. 19. Mobile in a Word: Marketers’ Views Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for release Sept. 2013, n=301
  20. 20. Marketers Report Strong Budget Increases from 2011-13 Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for release Sept. 2013, n=301
  21. 21. Marketers Expect Continued Mobile Budget Growth Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for release Sept. 2013, n=301
  22. 22. Cost Effectiveness, Engagement, and Reach Top Mobile Benefits Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for release Sept. 2013, n=301
  23. 23. Top Mobile Challenges Remain, But Urgency Abates Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for release Sept. 2013, n=301
  24. 24. Global Mobile Ad Revenue Nearly Doubled in 2012 Euros Billions Global Mobile Ad Revenue (US$B) Source: Global Mobile Advertising Revenue: Display, Search, Messaging 2011 & 2012 Across Regions, Report prepared by IHS Electronics & Media for IAB and IAB Europe
  25. 25. We won’t realize the full potential of mobile advertising until we begin to develop advertising applications around the full suite of emerging mobile behaviors.
  26. 26. Think More Precisely About Mobile Users In home Active Not moving Calm Out of home Passiv e Movin g Agitated
  27. 27. Understanding mobile behaviors means understanding the larger ecosystems in which mobile devices are used.
  28. 28. Let’s not treat mobile like the web, only smaller.
  29. 29. How to Win at Mobile? • Move quickly to understand emerging behaviors • Don’t make the same mistakes • Move beyond channel-based thinking • Research emerging behaviors to establish best practices for advertising in a multiscreen world • Build the case for attacking offline ad budgets • Break free of the silo • Innovate broadly for multiple contexts
  30. 30. And small devices can make big changes
  31. 31. IAB Mobile Marketing Center of Excellence Thank you!

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