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3 Mobile Marketing Stories for 2016 and Beyond

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3 broad trends in mobile marketing and how they may impact the landscape in 2016 and beyond

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3 Mobile Marketing Stories for 2016 and Beyond

  1. 1. 3 Mobile Marketing Stories: 2016 and beyond Eric Benjamin Seufert VP of User Acquisition, Rovio Owner, Mobile Dev Memo
  2. 2. Who am I?
  3. 3. Who am I?
  4. 4. Who am I?
  5. 5. Who am I?
  6. 6. Presentation Structure
  7. 7. Presentation Structure • Story 1: Rich Media
  8. 8. Presentation Structure • Story 1: Rich Media • Story 2: Television
  9. 9. Presentation Structure • Story 1: Rich Media • Story 2: Television • Story 3: China
  10. 10. Story 1: Rich Media
  11. 11. Facebook Mobile Users 2015 – 2018 (billions, projected) Source: eMarketer 0.99 1.12 1.23 1.34 70% 73% 74% 75% 67% 68% 69% 70% 71% 72% 73% 74% 75% 76% 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 2015 2016 2017 2018 Mobile Users Mobile Users as Percentage of Total Facebook Users
  12. 12. Facebook Worldwide Ad Revenue 2015 – 2016 (projection, billions) Source: eMarketer $10.90 $13.64 $4.03 $4.55 $- $2.00 $4.00 $6.00 $8.00 $10.00 $12.00 $14.00 $16.00 2015 2016 Mobile Desktop
  13. 13. Time Spent on Mobile Devices (minutes per day) Source: Flurry 158 162 220 20% 14% 10% 0% 5% 10% 15% 20% 25% 0 50 100 150 200 250 Q1 2013 Q2 2014 Q2 2015 Time Spent on Mobile Percentage of Mobile Time Spent in Browser
  14. 14. $68,695 $101,366 $133,743 $166,628 $- $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $140,000 $160,000 $180,000 2015 2016 2017 2018 Global Mobile Advertising Spend (millions) 2015 – 2018 (Projected) Source: eMarketer
  15. 15. US Mobile Ad Spending 2015 – 2018 (projection, billions) Source: eMarketer $30.45 $42.01 $50.84 $57.95 52% 63% 67% 69% 0% 10% 20% 30% 40% 50% 60% 70% 80% $- $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 2015 2016 2017 2018 Mobile Ad Spending Mobile Ad Spend, Percentage of Total Digital Spending
  16. 16. US Mobile Ad Spending 2015 – 2018 (projection, billions) Source: eMarketer $30.45 $42.01 $50.84 $57.95 17% 22% 25% 27% 0% 5% 10% 15% 20% 25% 30% $- $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 2015 2016 2017 2018 Mobile Ad Spending Mobile Ad Spend, Percentage of Total Advertising Spend
  17. 17. US Mobile Ad Spending by Sector (billions) Source: eMarketer $6.65 $3.49 $3.43 $3.27 $2.38 $2.33 $2.09 $1.73 $1.50 $0.66 $1.20 $- $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00
  18. 18. Mobile Time Spent by App Type (minutes per day) Source: Flurry 45 13 52 68 44 33 0 10 20 30 40 50 60 70 80 Messaging and Social Entertainment Gaming Q2 2014 Q2 2015
  19. 19. US Mobile Video Ad Spending 2015 – 2018 (projection, billions) Source: eMarketer $2.62 $3.94 $5.09 $5.96 34% 41% 45% 46% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% $- $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 2015 2016 2017 2018 Mobile Video Ad Spend Mobile Video Ad Spend, Percentage of Total
  20. 20. Smartphone Habits Source: Nielsen
  21. 21. Source: Mary Meeker Internet Report / KPCB Mobile Data Traffic vs. Total Consumer Internet
  22. 22. Rich Media Ad Platforms (Non-gaming)
  23. 23. Rich Media Ad Networks
  24. 24. Rich Media
  25. 25. Rich Media • Growing availability of mobile data is driving mobile usage;
  26. 26. Rich Media • Growing availability of mobile data is driving mobile usage; • That usage is concentrated in mobile apps;
  27. 27. Rich Media • Growing availability of mobile data is driving mobile usage; • That usage is concentrated in mobile apps; • It’s not exclusively in gaming;
  28. 28. Rich Media • Growing availability of mobile data is driving mobile usage; • That usage is concentrated in mobile apps; • It’s not exclusively in gaming; • It’s where people are spending their time and it’s how they want to consume content.
  29. 29. Story 2: Television
  30. 30. Mobile’s Share of Advertising Spend 2015 – 2018 (Projected) Source: eMarketer 40% 51% 59% 66% 12% 17% 21% 24% 0% 10% 20% 30% 40% 50% 60% 70% 2015 2016 2017 2018 Mobile as Percentage of Digital Ad Spend Mobile as Percentage of Total Ad spend
  31. 31. US Advertising Spend 2008 – 2018 (projection, billions) Source: FTI Consulting • Digital advertising spend to surpass broadcast TV spend in 2015.
  32. 32. Television Advertising Source: FTI Consulting
  33. 33. Television Advertising Source: FTI Consulting
  34. 34. Online vs. Television Ad Revenues Source: PwC Outlook
  35. 35. Mediapalooza Source: Wall Street Journal
  36. 36. Television • Less effective than mobile advertising for mobile developers;
  37. 37. Television • Less effective than mobile advertising for mobile developers; • Less and less relevant as consumers spend more time on the mobile phones;
  38. 38. Television • Less effective than mobile advertising for mobile developers; • Less and less relevant as consumers spend more time on the mobile phones; • Spending on television is far less transparent than on digital.
  39. 39. Story 3: China
  40. 40. Uber removed from WeChat Source: Bloomberg
  41. 41. Competitive Landscape in China Source: Wikipedia
  42. 42. +36% +11% -8% - 50,000 100,000 150,000 200,000 250,000 300,000 iOS Android Others Units Sold, 2Q 2014 Units Sold, 2Q 2015 Source: Gartner Global Platform Unit Sales Q2 2014 vs. Q2 2015 (thousands) • Apple growing faster than Android in terms of sales; • Android still dwarfs Apple, despite slowing sales growth; • Sales plummeting for “3rd” platforms.
  43. 43. Source: Gartner Global Platform Market Share Q2 2014 vs. Q2 2015 (thousands) +19% -2% -20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% iOS Android Others Market Share, 2Q 2014 Market Share, 2Q 2015 • Strong growth in iOS market share.
  44. 44. Source: Gartner Global Manufacturer Market Share Q2 2014 vs. Q2 2015 (thousands) • Significant market share decline for Samsung; • Large market share wins for Apple, Huawei, and Xiaomi. -9% +35% -37% +43% -2% -14% +28% +2.% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Market Share, 2Q 2014 Market Share, 2Q 2015
  45. 45. Source: Gartner
  46. 46. Global Mobile Advertising Spend by Region (millions) 2015 – 2018 (Projected) Source: eMarketer US China UK Japan ROW $- $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 2015 2016 2017 2018 US China UK Japan ROW
  47. 47. China • The Chinese market can be anti-competitive for Western developers;
  48. 48. China • The Chinese market can be anti-competitive for Western developers; • Smartphone sales are no longer growing in China. It is no longer a boundless greenfield;
  49. 49. China • The Chinese market can be anti-competitive for Western developers; • Smartphone sales are no longer growing in China. It is no longer a boundless greenfield; • Strong iPhone and Xiaomi sales in China mean dealing with different app stores / distribution partners might not remain necessary.

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