Presentation given at 'The Future of Digital Media Distribution' on October 21, 2010. More info at screendigest.com

1. Julien Theys
21 October 2010
Mobile Advertising
The Future Keystone of Mobile Media

2. Mobile Advertising & Screen Digest
• Mobile media: TV, VoD, Games…
– Mobile media advertising since 2008
• Application stores
• Handsets and smartphones
• VC funding and M&A in mobile
• Industry-wide consultation
– Search, display, apps and messaging coverage
– Report

3. “1 Billion Dollars”
Mobile is on an annualized run rate of over $1 billion.
This means the people who are accessing our
products and services through their mobile phones
are adding a $1 billion annually to our existing
revenue streams. Clearly, this is the future of search
in the Internet, more people in more countries coming
online from these smartphones. Our mobile search
queries have grown five times over the past couple of
years. And of course, a lot more of those queries are
now coming from Android phones.
Jonathan Rosenberg, SVP Product Management, Google
October 14, 2010

4. What’s happening today?

5. A tale of two strategies

6. Why does it matter?
Bridging digital and physical
Personal
Always with me
Always on
Affordable
Familiar
RetailRetail
Link with physical world
M-paymentM-payment
Return channel
BrandBrand
Search
SMS/MMS
Apps
Web display
Video
Coupon
Social graph
Location
Image/Voice rec.
Social graph
Location
Image/Voice rec.

7. Why does it matter?
New markets

8. Investor interest and consolidation

9. UK Mobile ad market
Search fastest growing
+40%
Local variations due to
customs and market
SMS big in Asia
Banners in Germany
Smartphone penetration
Source:IAB

10. Final points
• It’s not (just) about pre-rolls or banners
– Coherent mobile strategy, link with other media
• Mobile ≠ on the move
– 90% of the Guardian iPhone app users use it at home, 72%
during commute
• Small screen means different needs
– Specific graphics, cameras
• Apps vs. Browser
– Planes vs. bicycles
• PC vs. Mobile will become even more blurred
– Thanks, iPad

11. Fragmentation: get used to it

12. Thank you
julien.theys@screendigest.com
Twitter: jtsd