The document discusses the shift from desktop to mobile consumption of media and online activities. It provides statistics showing rapid growth in smartphone penetration and time spent on mobile devices globally and in various markets like the Netherlands. Marketers are advised to use responsive design and optimize websites and ads for mobile to improve performance on smartphones and tablets. Research findings demonstrate that certain mobile ad formats can increase brand awareness, consideration and store visits more effectively than others.

1. The
Mobile
Shi+:
Van
mobiel
informeren
naar
mobiel
adverteren
Victor
Beerthuis
-­‐
Sanoma
Digital
Marke>ng
Live
21-­‐05-­‐2014

2. WHAT’S
HAPPENING
IN
THE
MARKET?

3. 0
25
50
75
100
2012
2017
European
smartphone
penetra.on
(forecast)
Figures
users
NL
market
vs
other
markets
Source:
eMarketer

4. SHIFT
IN
CONSUMPTION
-­‐
GLOBAL

5. Bron:
Google
The
shi+
in
mobile
-­‐
Media
>me
spend
media
global

6. Mobile
con>nues
to
grow
explosively
and
starts
cannibalizing
desktop
in
consump>on
Source:
emarketer/
Business
Intelligence
–
August
2013
in
US
45%
25%
17%
9%
7%
4%
44%
26%
16%
8%
8%
6%
43%
26%
15%
7%
7%
9%
42%
26%
14%
6%
5%
12%
38%
20%
12%
4%
5%
20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
TV
Online
Radio
Print
Other
Mobile
TV
Online
Radio
Print
Other
Mobile
2009
2010
2011
2012
2013

7. Source:
Telegraaf
TMG
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
2012
2013
What's
happening
at
the
publishers?
desktop
tablet
(web
&
app)
smartphone
(web
&
app)

8. What's
happening
at
the
publishers?
desktop
tablet
(web
&
app)
smartphone
(web
&
app)
Source:
Persgroep
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
2011
2012
2013

9. Source:
Sanoma
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
2011
2012
2013
What's
happening
at
the
publishers?
desktop
tablet
(web
&
app)
smartphone
(web
&
app)
Source:
Sanoma

10. Consump>on
is
spread
over
devices

11. WHAT’S
COMING
IN
5
YEARS?

12. v
v
What
is
mobile?
Blurring
defini.ons
Es>mated
Android
user
base.
August
2013
(%)
Global
South
Korea
v
Small
(<3.5”)
Small
tablet
(7
-­‐8.4”)
Medium
(3.5
–
4.9”)
Large
tablet
(8.5”
+)
Phablets
(5
–
6.9”)

13. What’s
coming
in
5
years?
Wearables
are
beginning
to
take
off…

14. WHAT
IS
HAPPENING
IN
OTHER
MARKETS?

15. The
NL
Market
2013
Penetra>on
Tablet
50%
Penetra>on
Smartphones
72%
Overal
Adver>sing
spending:
3,18
billion
Overal
Online
spend:
1,26
billion
Overal
Display
spend:
520
million
Mobile
Display
Adver>sing
spend:
46,8
million
Source:
IAB
report
on
Online
Ad
Spend
Source:
Telecompaper

16. Let’s
compare
markets
over
72%
75%
55%
62%
9,6
36
90
5,9
Number
of
smartphones
48,6
1000
7200
150
Ad
spend
mobile
1
:
5
1
:
27
1
:
80
1
:
25
Ra>o
Smartphone
penetra>on
NL
UK
US
SE

17. What’s
the
differents
in
the
markets:
Scandics
Retail
Grocery
Store
Real
Estate

18. DEVELOPING
THE
NL
MARKET
BY
IAB

20. HOW
ARE
THOSE
FORMATS
PERFORMING?

22. Ikea Subway ANWB
Lenovo NUON Sony

23. 72%
28%
70%
30%
Recognition No Recognition Recognition No Recognition
Source:
MeMo²
High
impact

24. 61%
66%
83%
0%
20%
40%
60%
80%
100%
1 contact 2 contacten 3 of meer contacten
Mobile Ad Recognition*
..is irritant*
..is opvallend
..heeft een duidelijke boodschap
..vertelt mij iets nieuws
* Significant verschil 3 of meer contactgroepen, p<.05
.!
Source:
MeMo²
Mobile
Ad
Recogni>on
&
Apprecia>on
IKEA*

25. 11% 14%
Store traffic: recent bezoek Subway

26. Source:
MeMo²
10%
0%
26%
0%
Product
Consideration!
Ad Awareness!
Exposed Non Exposed
Product Consideration

27. 34%
49%
Awareness
Catalogus app
Exposed Non Exposed
Source:
MeMo²

28. Source:
MeMo²
50%
17%
64%
27%
Awareness Xperia Z1 Overweging Xperia Z1
Non Exposed
Exposed & Artikelen gelezen

30. Sony Xperia Z1
0%
20%
40%
60%
80%
…is opvallend
…is leuk om naar te kijken
...spreekt mij persoonijk aan
…onderscheidt zich van andere mobiele
advertenties
...vertelt mij iets nieuws
...heeft een duidelijke boodschap
…is geloofwaardig
Mobile MeMoBenchmark
* Percentage dat het (helemaal) eens is met de uitspraak
.!Basis Exposed aan de campagne: NU.nl mobiele bezoeker!
ANWB
IKEA
Lenovo Yoga
Nuon Bespaarcampagne
NU.nl Bezoekers (Mobiel)
Source:
MeMo²
De
mobiele
adverten>e
Subway

31. HOW
TO
USE
IAB
FORMATS

33. TL;DR

34. Be
accessible
How
to
op>mize
the
performance
of
your
page
and
adver>sing
banner
Be
fast
Be
thumb
friendly
Be
local
Be
ac>on
compelling

35. DISPLAY
ADVERTISING

36. TOUCHSCREEN
CHANGED
DISPLAY
ADVERTISING
Impressions
1
Engagement
2
Swipes
3
Dwell
>me
4
Events
5
Expands
6
7
Closes
8
Interac>on
window
9
Video
10
Device
11
Loca>on
12
Custom

38. Real
Estate
4,11%
171,
859
Impressions
Engagement
Event
Click
on
Object
Click
on
Phone
Click
on
Valua>on
Swipe
1,53%
1,50%
0,01%
0,02%
3,92%

39. Define
your
KPI’s
Mobile-­‐Influenced
store
sales
vs
mCommerce
and
eCommerce
sales
Sources:
Row
1:
eMarketer
-­‐
U.S.
Mobile
Commerce
Forecast:
Capitalizing
on
Consumers
Urgent
Needs
Row
2:
Deloise
analysis
Row
3:
Forrester
-­‐
U.S.
Online
Retail
Forecast,
2011
-­‐
2016

40. MOBILE
DRIVES
VALUE
TO
ALL
ASSETS

41. Number
of
recipents:
Method:
Fieldwork:
Data
Collec>on:
Mediapartners:
Media
Agencies:
Adver>sers:
Let’s
learn
form
other
markets
Source:
Adssets

42. Number
of
recipents:
Method:
Fieldwork:
Data
Collec>on:
Mediapartners:
Media
Agencies:
Adver>sers:
The
use
of
a
second
screen
while
watching
TV
Source:
Adssets

43. People
who
only
use
other
screen
while
watching
TV
Source:
Adssets

44. Age
Gender
Male
People
who
watches
TV
Female
Source:
Adssets

45. Prolonged:
Checking
out
product
and
services
from
a
TV
ad
Related:
Checking
out
the
TV
shows
/
The
TV
show
currently
broadcas>ng
Compe>ng:
Everything
else
(sites,
social
media,
search,
email,
games):
Three
types
of
behavioral
with
the
second
screen
effect
From
an
adver>sing
perspec>ve
Source:
Adssets

46. Prolonged
Related
Compe>ng
Prolonged
Related
Compe>ng
Mobile
Tablet
Popula>on
Second
screen
behavior
Source:
Adssets

47. 45%
recognized
the
campaign
Mobile
Tablet
TV
€1
million
€100
000
€40
000
Source:
Adssets

48. 49%
recognized
the
campaign
Mobile
Tablet
TV
€1
million
€100
000
€30
000
Source:
Adssets

49. 41%
recognized
the
campaign
Mobile
Tablet
TV
€250
000
€100
000
€40
000
Source:
Adssets

50. Cost
per
unique
user
Source:
Adssets

51. Just
mobile
and
tablet
Both
mobile,
tablet
and
TV
Just
TV
Campaign
observa>on
Contains
interes>ng
informa>on,
increase
interest
Increase
the
image,
the
desire
to
own
Visit
site,
point
of
purchase,
search
for
info,
click
on
link,
purchase
Source:
Adssets

52. TV
or
mobile/tablet
TV
and
mobile/tablet
Source:
Adssets

53. Lower
cost
In
two
out
of
three
cases
the
mobile
channels
has
a
significantly
lower
cost
in
terms
of
observa>on.
Source:
Adssets

54. Ac.on
The
mobile
channels
are
very
clearly
connected
to
purchase
and
ac>on.
Source:
Adssets

55. SIMPLIFY
TO
AMPLIFY

56. Missing
standardisa>on

58. Smartphone:
• Single
banner
• Double
size
banner
• Half
page
banner
Tablet:
• Medium
rectangle
• Floor
ad
• Leaderboard
4
standard
formats
• Full
page
banner
• Full
page
banner