1. GO MOBILE !
Köln | Sept 2012

2. TABLE OF CONTENTS
o Mobile Landscape
o Performance Barometer
o Case Studies
o Go Mobile !
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SOURCE: http://flic.kr/p/8eSh5h

3. MOBILE LANDSCAPE
PERFORMANCE BAROMETER
CASE STUDIES
GO MOBILE !
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4. Mobile is not about Phones
Mobile is the new PC
SOURCE: Asymco
http://goo.gl/yHZHL
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5. SOURCE: KPCB
http://goo.gl/qPjbP
• There is a disproportion between viewership & ad spend
• Money follows the eyeballs
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6. SOURCE: Cisco
http://goo.gl/FZJk1
• Tablets alone will consume as much traffic in 2016 as all existing
mobile devices today
• Smartphones will be the most prominent mobile device
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7. MOBILE LANDSCAPE
PERFORMANCE BAROMETER
CASE STUDIES
GO MOBILE !
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8. • The zanox Mobile Performance Barometer is based on:
o Transactions from January – July 2012
o Sampling based on 2000+ advertisers
o Based on millions of transactions
SOURCE:
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9. GLOBAL
COUNTRY PERFORMANCE
SOURCE:
• UK & Scandinavia have the highest percentage mobile traffic
• Fastest growing countries are NL & Scandinavia
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10. GLOBAL
M-COMMERCE DEVICE PERFORMANCE
iPad
SOURCE:
• iPad is king ! It generates more revenue than both the iPhone
and Android combined
• Android experiences largest increase in comm/transaction YoY
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11. GLOBAL
M-COMMERCE DEVICE PERFORMANCE
iPad
• iPad is king ! It generates more revenue than both the iPhone
and Android combined
• Android experiences largest increase in comm/transaction YoY
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12. GLOBAL
M-COMMERCE DEVICE PERFORMANCE
iPad
iPhone
SOURCE:
• Over 53% of all mobile transactions come from the iPad
• iPad generated more revenue than the iPhone in July 2011 but
it took another four to have more transactions
• Android surpassed iPhone in transactions & revenue in March 12

13. GLOBAL
INDUSTRY PERFORMANCE
SOURCE:
• Financial Services has the largest growth in H1
• Retail & Shopping is far and away the largest mobile
industry by revenue
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14. GLOBAL
MULTI-CHANNEL PERFORMANCE
SOURCE:
• iPad out-performs even e-commerce in revenue per transaction
• Average m-commerce (smartphone + tablet) revenue per
transaction is just below e-commerce
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15. GLOBAL
M-COMMERCE DEVICE PERFORMANCE
SOURCE:
• Germany, France & Italy are ‘iOS countries’ with 75% of their traffic
• Spain & Poland lead Europe in Android transactions over 60%
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16. MOBILE INFOGRAPHIC
http://bit.ly/zanoxInfographic
SOURCE:

17. MOBILE LANDSCAPE
PERFORMANCE BAROMETER
CASE STUDIES
GO MOBILE !
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18. DATING
Claim:
o Transactions on mobile devices need to be kept simple
o Payment walls are a major barrier on mobile devices
Facts:
o Users spend more time on mobile devices (8+ min/session)
o 3.3x more mobile revenue in 2012
o Gap between mobile leads & sales reduced by 23%

19. TRAVEL
Claim:
o People use their mobile device when they have an
immediate need
Facts:
o Most mobile transaction happen in less than 8 min
compared to 42+ min on desktops
o Publishers earn on average 42% more commissions
per transactions than on e-commerce
o Travel Industry skews heavily towards iOS devices

20. MOBILE SOLUTION
For Publishers:
o Access to all mobile advertisers via a single AdCode
o Creative optimization give the highest CTRs for both
app and mobile sites
o Dedicated editor team keeps offers fresh and up-to-date
For Advertisers:
o Reconnect users with previous or local offers via
retargeting and geotargeting
o Custom high performing mobile landing pages with high
quality traffic

21. MOBILE LANDSCAPE
PERFORMANCE BAROMETER
CASE STUDIES
GO MOBILE !
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22. MOBILE SURVEY
GLOBAL
Mobile Site
15%
Neither Tracking
44% 52%
Both No Tracking
25% 48%
Mobile App
16%
SOURCE:
• A survey of our Top 200 Advertisers showed the majority (56%) are mobile
• Only 52% of the Advertisers with mobile websites implement tracking
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23. TRACKING THREAT
OPPORTUNITY COST OF DOING MOBILE POORLY
The destruction of value when advertisers fail to:
• Embrace mobile thus giving users a bad user experience or
• Track it correctly effectively stealing traffic from their partners
Loss in Publisher commissions in August:
128k EUR
Estimated loss of commissions in 2012:
1.7 Million EUR
Revenue not attributed to the correct channel:
23 Million EUR

24. HOW NOT TO DO MOBILE
AKA THE OPPORTUNITY COST OF ADVERTISERS FOR DOING MOBILE POORLY
eCommerce ≠ mCommerce
o Making your m-commerce site the little version of e-commerce
o Assuming a mobile user is the same as desktop user
o Repurposing your e-commerce creatives for mobile
Mobile Basics
o ‘Wait and see’ how mobile plays itself out
o Place additional barriers during a mobile transaction
o Mobile websites vs Apps
Poor Metrics & KPIs
o Failing to recognize/realize your mobile traffic sources
o Not embracing social and local with your mobile solution

25. TIPS FOR PUBLISHERS
Knowledge
o Understand what the advertiser means when they have a mobile offer.
o Be mindful of user base and their devices
o Mobile loves local and social
Technology
o Create mobile optimized landing pages
o Responsive web design give superior mobile experiences across all devices
o Primary source of mobile innovation is on the publisher side. Embrace new
mobile technologies: HTML5, CSS3, apps, m-commerce …
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26. THANK YOU
Till Goehre Chris Loonan
Senior Director Product & Innovation Director of the Mobile/Social Incubator
Till.Goehre@zanox.com Christopher.Loonan@zanox.com
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