11 panel - hang on tight mobile has arrived


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11 panel - hang on tight mobile has arrived

  1. 1. Hang on Tight!Mobile Has Arrived February 1, 2013
  2. 2. Our Panelists Andrew Edwards CEO, Technology Leaders Benjamin Diggles Director of Digital Marketing, Webtrends Greg Dowling Vice President of Mobile Strategy, Semphonic
  3. 3. Why Mobile Matters
  4. 4. Why Mobile MattersMobile is the most popular and rapidly adopted personal technology in the world.
  5. 5. Why Mobile MattersMobile web browsing is experiencing a meteoric rise, but still a small percentage. Source: Mary Meeker (KPCB), StatCounter Global Stats, 11/12
  6. 6. Why Mobile MattersIn 2011, smartphone sales exceeded PC sales for the first time…
  7. 7. Why Mobile MattersU.S. and other markets are past the halfway point…
  8. 8. Why Mobile MattersSmartphone adoption still has a tremendous upside… Source: Mary Meeker (KPBC), Morgan Stanley Research estimates
  9. 9. Why Mobile MattersMobile monetization presents a substantial opportunity… Source: Mary Meeker (KPCB), Gartner, eMarketer, Strategy Analytics
  10. 10. Why Mobile MattersSignificant gap between time spent and mobile ad spend… Source: Mary Meeker (KPCB), eMarketer, IAB
  11. 11. Why Mobile MattersMajority of mobile ad spend is in mobile search + display ads on mobile web
  12. 12. Why Mobile MattersBut what about apps? Source: Nielsen Smartphone Analytics
  13. 13. Why Mobile MattersApp Store downloads to exceed 60 billion by mid 2013
  14. 14. Why Mobile MattersMobile app revenue growing fast, but still relatively small – Freemium dominates
  15. 15. Why Mobile MattersBut who dominates the mobile platform?
  16. 16. Why Mobile MattersBut what about app revenue?
  17. 17. Why Mobile MattersAnd mobile commerce and web traffic?
  18. 18. Mobile Measurement
  19. 19. Measurement StrategiesThere are four common Mobile Measurement Strategies • JavaScript Tagging • Server-Side Image Requests • Server-Side Data Capture • Vendor SDKsEach have some advantages and each have some significant disadvantages
  20. 20. JavaScript Tagging Pros Cons
  21. 21. Server Side Image Requests Pros Cons
  22. 22. Server Side Data Capture Pros Cons
  23. 23. Vendor SDKs Pros Cons
  24. 24. Of course, you can always leveragea Tag Management System!
  25. 25. Panel Q&A