Mobile developments in the US: can success be copied?

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Joe has served as the senior director of the IAB’s Mobile Marketing Center of Excellence since its inception in December, 2010. He plays a key role furthering the Mobile Center’s mission of growing the mobile interactive industry. Joe manages many of the IAB’s mobile standards, best practices, and research projects; advises both buyers and sellers of mobile media; and oversees the IAB’s Mobile Committee and Tablet Committee.

During his IAB career, Joe has led IAB projects including: writing buyer’s guides to mobile and tablet advertising; developing the IAB MRAID standard for mobile rich media advertising; and working with the MMA and MRC to establish guidelines for counting mobile web and in-app ad impressions.

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  • devices that are designed to augment our sensory and cognitive capabilities...
  • This gets even more confusing when you consider that the time we spend with any one device is often also spent with other devices. Research shows that more than three quarters of the time we spend using televisions is spent also using another device, typically a phone. I wrote this talk on a laptop, but was listening to Pandora and checking Twitter on my phone.
  • First, we know that “mobile” use is rarely mobile. The vast majority of both smartphone and tablet use is happening within the home, so assuming that users are in a hurry or looking for a chance to fill time waiting for a bus is not the likely case.
  • Lately I’ve been observing a whole host of new behaviors emerge in myself, and in others, related to the use of mobile devices – particularly smartphones. And I believe that in order to crack the code of mobile advertising, we need to first unlock some of the motivations behind these behaviors.
  • Lately I’ve been observing a whole host of new behaviors emerge in myself, and in others, related to the use of mobile devices – particularly smartphones. And I believe that in order to crack the code of mobile advertising, we need to first unlock some of the motivations behind these behaviors.
  • I would suggest that we haven’t yet begun to develop mobile advertising around the full suite of mobile behaviors that are emerging. Let’s consider how mobile advertising is beginning to take shape:
  • If we treat mobile like a channel it will cannibalize the digital spending that has gone into banners and search; if we treat it as a horizontal and understand the new emerging habits that people are forming around their phones, it will not only cannibalize search and display, but it will also capture a piece of television, out of home, promotions, and more!
  • Mobile developments in the US: can success be copied?

    1. 1. IAB Mobile Marketing Center of Excellence What is Mobile? Media, Platform, Device, Network, or Something Else Entirely Joe Laszlo, Senior Director
    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 Center of Excellence IAB Mobile Marketing 1
    3. 3. IAB Mobile Marketing Center Board and Supporting Members 2 Current as of October 23, 2013
    4. 4. IAB Mobile Center What is Mobile? 3
    5. 5. Kleiner Perkins Forecasts Robust Global Mobile Growth Source: Mary Meeker and Liang Wu ,Kleiner Perkins Caufield Byers, “Internet Trends,” Presented at 4 D11 Conference, May 29, 2013.
    6. 6. US Mobile Usage Crossing a Tipping Point Share of Total Time Spent Online For Selected Categories 5 Source: comScore Mobile Future in Focus 2013, released Feb. 2013, data from Media Metrix Multi-Platform (Beta), U.S., Dec-2012
    7. 7. What is Mobile? • • • • • • • • 6 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
    8. 8. Mobile Is Everywhere and Everything 7
    9. 9. Defining “Mobile First” • Mobile First is often described in terms of business strategy—it’s how 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
    10. 10. “Mobile” Can Be Any Screen 9 Source: http://www.timessquarenyc.org/index.aspx, http://mobilephones.umwblogs.org/imagery/
    11. 11. Or No Screen At All 10 Source (Google Glass): http://blogs.independent.co.uk/2013/02/20/a-detailedlook-at-the-google-glass-experience/
    12. 12. Information Gets More Subtle and Pervasive 11
    13. 13. 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 12 Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
    14. 14. Australian Defence Forces Use Multiple Screens to Recruit Medics 2013 IAB MIXX Award GOLD Winner for Branded Mobile App AND Mobile Ad Campaign http://vimeo.com/52084256 13
    15. 15. Screens Can Bring Families Together 14
    16. 16. Or Keep Us Company When We’re Alone 15
    17. 17. SAS Mobile Campaign Unites Loved Ones 16 http://vimeo.com/34140861
    18. 18. Percentage of Use In Home 64% Smartphone 17 Source: Council for Research Excellence 82% Tablet
    19. 19. Smartphones Enable Shared Personal Experiences 18
    20. 20. Gillette Nordic Campaign Shares Rough Swedish Winters 2013 IAB MIXX Award GOLD Winner for Location-Based Advertising http://www.youtube.com/watch?v=8HoA6IhBhyw 19
    21. 21. Mobile is Changing Etiquette Sign at recent Yeah Yeah Yeahs Concert in NYC 20 http://www.huffingtonpost.com/2013/04/09/yeah-yeah-yeahs-smartphone-ban_n_3044400.html
    22. 22. And Changing How We Shop 21
    23. 23. Mobile Drives Store Traffic http://www.youtube.com/watch?v=yH8Br_f3p9E
    24. 24. IAB Mobile Center Tablets and Smartphones: The Two Sides of Mobile 23
    25. 25. Mobile Value Propositions Vary By Device Type Smartphones are missioncritical devices for “life,” with nearly 70% of smartphone users saying they “won’t leave home without it.” Tablets are a media consumption hub, with nearly 70% of tablet users reporting that their tablet is an “entertainment device.” 24 Source: Mobile’s Role in a Consumer’s Media Day: Smartphones and Tablets Enable Seamless Digital Lives – ABI Research & IAB Mobile Center Link: http://www.iab.net/guidelines/508676/mobile_guidance/mobileusage
    26. 26. Usage Reflects Differing Views of Devices Device Preference for Activity Lookup info 'on the go' 34% 39% 30% 34% Email - check Social media - post/ read 16% Work 15% Shop online 9% Read print 8% Watch TV/ video Smartphone Tablet 60% 22% 0% Smartphone centric activities 37% 63% Tablet centric activities 69% 68% 25% 50% 75% Percentage of Mobile Device Users Question: Which device do you prefer to use to do [activity]? 25 Source: Mobile’s Role in a Consumer’s Media Day: Smartphones and Tablets Enable Seamless Digital Lives – ABI Research & IAB Mobile Center Link: http://www.iab.net/guidelines/508676/mobile_guidance/mobileusage 100%
    27. 27. For Small Children, Magazines are Broken Tablets 26
    28. 28. Adobe Estimates Tablet Internet Usage Outpacing Smartphones 27 Source: Adobe, The State of Mobile Benchmark: Adobe Digital Index, Q2 2013 http://success.adobe.com/assets/en/downloads/guides/13926_di_mobile_benchmark_final.pdf
    29. 29. Tablet Browsing Peaks in Morning and Especially Evening Share of Browser-Based Page Traffic by Hour for Computer, Smartphone and Tablet Platforms 28 Source: comScore Device Essentials, U.S., Monday, Jan. 21, 2013
    30. 30. IAB Mobile Center Apps and Browsers: The OTHER Two Sides of Mobile 29
    31. 31. Apps v. Browser: Steady Relationship v. Casual Encounter Consumers use mobile web and apps in equal numbers… 50% 51% Used Apps 0% 10% 20% 30% 40% 50% 60% Percentage of consumers using mobile capability But apps vastly dominate the time spent equation. 18.5% Time using mobile web 81.5% Time using apps 0% 20% 40% 60% 80% 100% Percentage of total time spent online on smartphones 30 Sources: Usage data: comScore, reported in TechCrunch, “comScore: In U.S. Mobile Market, Samsung, Android Top The Charts; Apps Overtake Web Browsing,” July 2, 2012. Data 3 month avg ending May 2012. Time spent data: comScore reported in betanews, “The mobile web is dead,” May, 2012. Data March 2012.
    32. 32. App Categories and Browsers by Time Spent 31
    33. 33. IAB Mobile Center Implications of the New Mobile World 32
    34. 34. Global Mobile Ad Revenue Nearly Doubled in 2012 Euros Billions Global Mobile Ad Revenue (Euros-Billions) 8€ 7€ 6€ 5€ 4€ 3€ 2€ 1€ 0€ € 6.889 € 3.769 2011 33 2012 Source: Global Mobile Advertising Revenue: Display, Search, Messaging 2011 & 2012 Across Regions, Report prepared by IHS Electronics & Media for IAB and IAB Europe
    35. 35. $10 $9 $8 $7 $6 $5 $4 $3 $2 $1 $- Per-User North American Mobile Ad Revenue Leads World $9.12 $2.83 $1.28 $0.26 N. America W. Europe 34 Asia-Pac $0.26 $0.13 Central Europe Middle East/Africa Latin America Source: IAB, IAB Europe ,IHS Electronics & Media, Global Mobile Advertising Revenue: Display, Search, Messaging 2011 & 2012 Across Regions, July 2013, http://www.iab.net/globalmobile
    36. 36. 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. 35
    37. 37. Paranormal Activity IV Scares Via Core Phone Feature 2013 IAB MIXX Award GOLD Winner for Custom Mobile Rich Media Display http://www.youtube.com/watch?feature=player_embedded&v=nekNhjzFbjk#t=77 36
    38. 38. Think More Precisely About Mobile Users In home Active Passive Not moving Moving Calm 37 Out of home Agitated
    39. 39. IAB Mobile Center Conclusions 38
    40. 40. Understanding mobile behaviors means understanding the larger ecosystems in which mobile devices are used. 39
    41. 41. Let’s not treat mobile like the web, only smaller. 40
    42. 42. Mobile Does, and Does NOT, Change the Basics of Marketing Advertising Success! 41
    43. 43. Small Devices Can Cause Big Changes http://www.youtube.com/watch?v=B4eqE1GTTEs 42
    44. 44. IAB Mobile Marketing Center of Excellence Thank you! joe@iab.net 43

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