This document discusses trends for digital growth, focusing on mobile, search, and data. It notes that 22% of people in the UK access the internet via mobile, but retention of apps is low, with only 4% still being used after 12 months. Mobile optimization could generate £24 million in revenue. Search is critical for travel planning but will evolve to provide more contextual answers and suggestions. Personal data from various digital touchpoints offers opportunities in partnerships, location-based services, and real-time responses.

1. Growth Through Digital
Stefan Bardega
MediaCom

2. Trends for growth
3.Data
2.Search
1. Mobile

3. 1. Mobile

4. 22%
Source: Comscore
Of the UK ONLY
access the
internet via mobile

5. 85 apps downloaded but only 5-10 used per
week
Source: Flurry Analytics Q1 2012

6. App ‘retention’ is therefore difficult
Only 4% of apps make it
through to month 12…
Source: Flurry Analytics

7. Travel apps especially hard to maintain…this
means mobile websites must be optimised
Source: Flurry Analytics

8. But only 54% are optimised
48%
4%
Mobile optimised site
SOURCE: IAB Mobile Travel Audit 2013 Top 60 in category
Tablet specific site
2%
Responsive web
design

9. Mobile optimisation might generate £24m revenue
or 480 jobs
Total Mobile Visits
54% Optimised
Optimised visits
4,698,000
8,700,000
46% Non-optimised
Optimised visits
5% conversion
Actions
234,900
£300 Revenue PP
Revenue
£70,470,000
4,002,000
3% Conversion
Actions
120,060
£300 Revenue PP
Revenue
£36,018,000
£24M opportunity

10. 2. Search

11. Search is a critical part of most journeys
65% of travellers go research online before
deciding where or how to travel
56% say they always start travel booking
process with a search
25% of traffic to travel category is generated
by search
Source: Google

12. But search is going to change
Answer
Suggest
Anticipate

13. Answering

14. Suggesting

15. Suggesting
Universal search based on knowledge graph

16. Google Now – the voice activated
recommendation engine for mobile devices

17. Evolution of search, what does it mean ?
•
Context becomes more important
•
Voice commands change queries
•
Longer queries mean more variations
•
The long tail gets longer
•
Personalisation
•
Requires tailored content approach
•
How to scale this – need to become a publisher and a utility

18. 3. Data

19. Average person generates 5k digital
touchpoints per month
Source:Comscore, Mobilens & MediaCom estimate 2013

20. There are 3 key opportunities for data
Driving 75% improvement in results
Partnerships
Location
Real-time

21. Fusing 1st data with Facebook
1st Party
Database

22. Location data powering services
Location Based Offers
Guided Tours using
‘check in’ data
Telematics
Wearables

23. Real time data enables more relevant responses:
content / messages /advertising /service
Real Time
Social Media Response Times
Real Time
Dynamic Location Advertising

24. Thank You !
3.Data
2.Search
1. Mobile