Ad tech 2013 moving on mobile intro rachel pasqua

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2013 is shaping up to be a breakout year for mobile advertising. According to eMarketer, the mobile ad market will triple this year to more than $4 Billion and could top $7 Billion next year. While there’s a lot of growth potential, how are marketers preparing for this surge? What technologies and media platforms are critical to your mobile success and how can you stay on top of customer engagement on mobile devices? How are heavyweights such as Google, Facebook, Apple and Twitter embracing this growth and monetizing their investments? Sit in and discover how the mobile landscape is changing, what marketing strategies work, and why the next leap in mobile reach is poised to hit us in the coming year.

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  • So I’ve been doing this kind of thing for a while now…speaking at marketing conferences. And a few years ago, I started to notice that about halfway through my presentation people would be looking down at their phones and texting. And it started to make me really feel insecure, you know? I was all worried that my material was boring, or my delivery was lame until it dawned on me that they were actually tweeting an live blogging my presentations. Which, of course was a nice go boost. But I think this is a good conversation starter for us to today because it’s one the best examples of how this had turned everything on it’s head. The smartphone took on the golden rules of human interaction– LOOK AT ME when I’m talking to you—and spun it so that texting while I’m talking (at least under certain circumstances) is actually a compliment.I guess the bottom line is that this screen – all these new screens– are changing everything.
  • I mean, if you’ve been in the business a while, you remember when the business was all about this. Remember when your big worry was “Does it work in Internet Explorer on a Mac”? And everything seemed SO difficult but really, we had it pretty easy? Sure there were Blackberries, and Treos and Palm Pilots – but essentially, our jobs were about this one screen. The desktop.
  • Whereas now, it’s the desktop. And tablets. And smartphones. And Phablets. And Google glass, and gestural interfaces and all these social machines and connected and convergent devices of all shapes and sizes.
  • 1-2 | http://blog.nielsen.com/nielsenwire/3 | http://www.npd.com/press/releases/press_110428.html, http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=149498&nid=1263344 | www.pewinternet.org/~/media//Files/Reports/2011/PIP_Smartphones.pdf5 |http://www.adoperationsonline.com/2011/07/20/comscore-reports-may-2011-us-mobile-subscriber-market-share/6 | www.generatorresearch.com
  • As devices become more portable and as devices become smarter, we begin to see concurrent usage that facilitate different types of consumer behavior Use previous slide as talking point
  • Explain that this should only be used directionally, since it was only one individual study
  • Add holiday tablet statistic Six of the 12 research firms providing forecasts for US mobile ad spending for 2012, including eMarketer, estimate that mobile ad spending will be more than $2.5 billion this year. eMarketer predicts that the rapid expansion of smartphone and tablet user populations will cause marketers to shift their ad spending from more traditional media to mobile at a fast pace. Estimates are also based on high search and display numbers. Because of this, the forecast for mobile ad spending beginning in 2013 through 2016 is higher than other firms’ projections. (http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2000997)http://www.mobilemarketer.com/cms/news/strategy/14356.html - growing proportion of site traffic coming from mobileMobile’s piece of the digital ad spending pie will continue to rise rapidly, though it will still only account for 6% of total media ad spending by 2016. Smartphone and tablet adoption, along with the expansion of mobile ad networks and greater choice of mobile ad platforms, will help boost mobile ad spending.Ability to target, especially geotarget, also contributes to rise
  • In fact, the largest disparity between time spent and ad spend now resides in mobile advertising, as 12% of time spent is with mobile devices, but only 2% of ad spend currently targets mobile viewers, as shown in the chart below. We expect this gap to narrow over time, particularly as marketers demonstrate a greater appreciation for the magnitude of the growth in consumer mobile usage. But still a huge opportunity.http://totalaccess.emarketer.com/Article.aspx?R=1009431&dsNav=Ro:3,N:1240Ad spend isn’t following where the eyeballs are goingThere’s a huge gap in spend, and opportunity isn’t limited to one ad format.
  • Ad tech 2013 moving on mobile intro rachel pasqua

    1. 1. Moving on Mobile!Understanding User Behavior and TakingAdvantage of New Paradigms!April 9, 2013!! @rachelpasqua! rp@rachelpasqua.com! !
    2. 2. The digital ecosystem in 2005
    3. 3. The digital ecosystem in 2013 Laptop Desktop Digital Out Of Home, Theaters, Connected TV Tablet Smartphones Phablets Apps Wearable Connected AmbientDigital Kiosks Social Machines Technology Consoles Connected Cars Surfaces
    4. 4. It’s a global phenomenonIt took 20 years for the first billion mobile phones to sell. The secondbillion sold in four years. The third billion sold in two. !By 2014, the majority of consumers worldwide will access theweb—and one another—via a mobile device.! vs. 7 billion mobile subscribers by    Est. 1.78 billion PCs the end of 2014 Sources: Gartner, 02.2012 | International Telecommunications Union, 3.2013
    5. 5. The US is hitting critical mass • 246.5 million Americans—77.9% of the population—own mobile phones • 140 million–44.3% of the population—own smartphones • 123.1 million—38.9% of the population—own tablets As of Q1 2013 143.2 million of Americans use the mobile web. Source: 2013 eMarketer, Inc.
    6. 6. Nearly half of all Americans own a smartphone Smartphone ownership in the US 2010-17 | March 2013 250 (millions and % of population) 200 207.4 193.7 178 150 159.9 140 63.5% 115.8 59.8% 100 55.4.% 50.1% 93.1 45% 36.6% 50 62.6 29.7% 20.2% 0 2010 2011 2012 2013 2014 2015 2016 2017Source: 2013 eMarketer, Inc.
    7. 7. Nearly a third of all Americans own a tablet or eReader 200   Tablet ownership in the US 2012-17 | March 2013 (millions and % of population) 180   178 160   168.1 157.1 140   143.2 120   123.1 100   93.9 80   54.6% 51.9% 60   48.9% 44.9% 40   38.9% 29.9% 20   0   2012 2013 2014 2015 2016 2017Source: 2013 eMarketer, Inc.
    8. 8. Globally, mobile now represents 13% of all internet traffic The majority of adult US smartphone owners—55%—go online with their device and 17% do most of their browsing on their phone.Source: 2013 StatCounter Global Stats
    9. 9. Using multiple devices throughout theday is now the status quo Hourly Distribution of Searches by Platform (doesn’t reflect absolute traffic volume) 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Tablet Mobile Desktop
    10. 10. For tomorrow’s consumers, a mobile device has provided their first internet experience—to them, it’s a multi-touch world.On this Christmas Day 2012, more iPhones, iPads, Androids, Kindle Fires, and more, were activated than on any other day in history.
    11. 11. For global consumers, it’s their main conduit to news, commerce, brands—and each other.!Up to 1 billion people in emerging markets will buy mobile phones in the coming years, and many will use them in lieu of a computer.
    12. 12. Even older generations that have spent little timeon the web or using smartphones are adapting totablets and eReaders.Tablet and eReader ownership is growing steadily among older demographics.
    13. 13. Mobile is changing the way we find people, places, and things…74% of smartphone owners get real-time location-based information on their phones.
    14. 14. And it’s transforming the way we do business. All kinds of business.Mobile devices and m-commerce are invigorating small businesses first before the wave of change reaches big businesses.
    15. 15. A unified, 4-screen strategy and activation planhas a significant impact down the funnel audience can increase by 135% consumer drop-off can improve by 20% overall conversions can increase by 19% Source: Insight Express Mobility Study (blinded)
    16. 16. Yet while investment in mobile continues to grow…Source: © 2012 eMarketer, Inc. Source: IDC, Worldwide New Media Market Model, NMMM 1H-2012
    17. 17. ...a huge gap remains between mobile consumption and mobile ad spend. -1% -4% -4% +16% -10% Source: 2012 eMarketer, Inc.
    18. 18. As marketers, we’re clearly missingopportunities to: •  Reach new audiences…and create a closer connection to existing ones.! •  Drive sales…both online and in-store.! •  And, to enhance brand awareness and drive consumer advocacy.!
    19. 19. So… How can brands close the gap between spend and opportunity?!
    20. 20. We believe it starts with understanding mobile-enabled consumer behavior in three key areas: Marketing! How do mobile consumers shop and how can you capture their attention, online or in-store?! ! ! Merchandizing! ! How do they buy and how can you get them to the register, virtual or otherwise?!!! CRM! How do they connect with brands they love and how can you leverage that behavior to drive sales and advocacy?!
    21. 21. Thank YouContact:!! @rachepasqua rp@rachelpasqua.com linkedin.com/in/rachelpasqua

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