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Ad tech 2013 moving on mobile intro rachel pasqua
The document discusses the dramatic rise of mobile device usage from 2005 to 2013, highlighting that by 2014, the majority of consumers will primarily access the web via mobile devices. It emphasizes the shift in consumer behavior, with a significant number of U.S. adults relying on smartphones and tablets for online activities, and underscores the growing importance of mobile in commerce and marketing strategies. The document concludes by urging brands to understand mobile consumer behavior in areas such as marketing, merchandising, and customer relationship management to capitalize on the mobile market potential.
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Similar to Ad tech 2013 moving on mobile intro rachel pasqua
Ad tech 2013 moving on mobile intro rachel pasqua
- 1. Moving on Mobile! UnderstandingUser Behavior and Taking Advantage of New Paradigms! April 9, 2013! ! @rachelpasqua! rp@rachelpasqua.com! !
- 2. The digital ecosystemin 2005
- 3. The digital ecosystemin 2013 Laptop Desktop Digital Out Of Home, Theaters, Connected TV Tablet Smartphones Phablets Apps Wearable Connected Ambient Digital Kiosks Social Machines Technology Consoles Connected Cars Surfaces
- 4. It’s a globalphenomenon It took 20 years for the first billion mobile phones to sell. The second billion sold in four years. The third billion sold in two. ! By 2014, the majority of consumers worldwide will access the web—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. The US ishitting 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. Nearly half ofall 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 2017 Source: 2013 eMarketer, Inc.
- 7. Nearly a thirdof 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 2017 Source: 2013 eMarketer, Inc.
- 8. Globally, mobile nowrepresents 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. Using multiple devicesthroughout the day 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. 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. 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. Even older generationsthat have spent little time on the web or using smartphones are adapting to tablets and eReaders. Tablet and eReader ownership is growing steadily among older demographics.
- 13. Mobile is changingthe way we find people, places, and things… 74% of smartphone owners get real-time location-based information on their phones.
- 14. And it’s transformingthe 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. A unified, 4-screenstrategy and activation plan has 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. Yet while investmentin mobile continues to grow… Source: © 2012 eMarketer, Inc. Source: IDC, Worldwide New Media Market Model, NMMM 1H-2012
- 17. ...a huge gapremains between mobile consumption and mobile ad spend. -1% -4% -4% +16% -10% Source: 2012 eMarketer, Inc.
- 18. As marketers, we’reclearly missing opportunities 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. So… Howcan brands close the gap between spend and opportunity?!
- 20. We believe itstarts 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. Thank You Contact:! ! @rachepasqua rp@rachelpasqua.com linkedin.com/in/rachelpasqua
Editor's Notes
- #2 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.
- #3 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.
- #4 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.
- #6 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
- #10 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
- #16 Explain that this should only be used directionally, since it was only one individual study
- #17 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
- #18 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.