This document discusses opportunities and challenges for advertising on emerging platforms like wearables and mobile devices. It notes that spending on mobile app install ads is growing rapidly but brands need to leverage the wearable environment correctly. Specifically, personalized and contextual ads will be important on these new platforms but interoperability between devices currently lacks. The future of advertising involves understanding user behaviors across many connected platforms to engage and re-engage audiences.

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The Future of
Wearables

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Nice to meet you
Chris Cunningham
Head of Mobile & Global Brand Partnerships

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Thebrand
consumer
connection

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Andthenthere
wasSEARCH

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Re-targeting

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Thesmart
phonethat
changed
everything

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Location
targeting

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App
targeting

14. Source: eMarketer
USMobileAppInstallAdSpending,
2013-2015
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2013 2014 2015
Mobile app install ad spending (billions) $0.77 $1.67 $3.00
% Change - 115.5% 80.0%
% Of total mobile ad spending 7.3% 8.7% 10.4%

15. Second
screen
syndrome
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16. Familytime
isn'twhatit
usetobe
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17. SecondScreenActivitiesConductedby
USTVViewers,May2014
% of responders
Check emails not related to the show
58%
Do other activities not related to the show
53%
Pass the time while commercials are on
52%
Check my social media updates not related to the show
41%
Research or look up something about the show
38%
Interact on social media with friends about the show
24%
Look up a product or service related to an ad you saw
22%
Interact on social media with the show’s page or fan page
20%
Use an app related to the show
13%
Other
2%
None
3%
Source: eMarketer
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Thewatch

19. Source: eMarketer
WearableDeviceShipmentsWorldwide,
Smart*vs.Basic,2014-2019
millions of units
Basic Smart*
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2014 2015 2016 2017 2018 2019
5244362720
74
63
50
38
26
126
107
86
65
46
19
4
15

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Brandsneedto
leveragetoday's
wearable
environment
correctly

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Wearable
challenges

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x
Super Gym
You haven’t been to
the gym for over
two weeks!
Schedule a
session now!
Don’tlookfor
anexcuse
Certaintyadultdiaper

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Brandsneedto
leveragetoday's
wearable
environment

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SURFING
THE WEB
USING
MOBILE APP
SURFING
MOBILE WEB
BROWSING
SOCIAL MEDIA
RE-ENGAGING
WITH AN APP
CUSTOMIZING
A NEW DEVICE
EngagementMomentsPeople Ads
HELLO:)

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Whatdoes
advertising
reallymean?

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Personalized
experiences

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Whatto
consider
Scale Involvment
Timing
User
Experience
Context

29. DaveFitcher
FROM ORLANDO, UNITED STATES
TARGETING INSIGHTS
Uses an Android mobile deviec & PC
Top app category: Games
Hobbies: Sports/Travel
APPS INSTALLED ON DESKOP
APPS INSTALLED ON MOBILE
RECENT LOCATIONS
ORLANDO,
USA
LOS ANGELES,
USA
LONDON,
UK
BARCELONA,
SPAIN
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30. Howto
personalize
thewearable
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x
You’re 250 yd away
from Zara.
Just turn right on
Broadway
Nike+
Wow, a 10 k run!
You must be starving.
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PureJuice.
A free coupon is in
your inbox!

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Lackof
interoperability

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Thank you