3 mobile marketing stories for 2016 and beyond
TRANSCRIPT
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3 Mobile Marketing Stories:2016 and beyond
Eric Benjamin SeufertVP of User Acquisition, Rovio
Owner, Mobile Dev Memo
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Who am I?
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Who am I?
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Who am I?
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Who am I?
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Presentation Structure
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Presentation Structure• Story 1: Rich Media
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Presentation Structure• Story 1: Rich Media• Story 2: Television
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Presentation Structure• Story 1: Rich Media• Story 2: Television• Story 3: China
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Story 1:Rich Media
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Facebook Mobile Users2015 – 2018 (billions, projected)
Source: eMarketer
2015 2016 2017 20180
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
67%
68%
69%
70%
71%
72%
73%
74%
75%
76%
0.991.12
1.231.34
70%
73%
74%
75%
Mobile Users
Mobile Users as Percent-age of Total Facebook Users
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Facebook Worldwide Ad Revenue2015 – 2016 (projection, billions)
Source: eMarketer
2015 2016 $-
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
$14.00
$16.00
$10.90
$13.64
$4.03 $4.55
MobileDesktop
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Time Spent on Mobile Devices(minutes per day)
Source: Flurry
Q1 2013 Q2 2014 Q2 20150
50
100
150
200
250
0%
5%
10%
15%
20%
25%
158 162
220
20%
14%
10%
Time Spent on Mobile
Percentage of Mobile Time Spent in Browser
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2015 2016 2017 2018 $-
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
$68,695
$101,366
$133,743
$166,628
Global Mobile Advertising Spend (millions)2015 – 2018 (Projected)
Source: eMarketer
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US Mobile Ad Spending2015 – 2018 (projection, billions)
Source: eMarketer
2015 2016 2017 2018 $-
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
0%
10%
20%
30%
40%
50%
60%
70%
80%
$30.45
$42.01
$50.84 $57.95 52%63%
67% 69%
Mobile Ad Spending
Mobile Ad Spend, Per-centage of Total Digital Spending
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US Mobile Ad Spending2015 – 2018 (projection, billions)
Source: eMarketer
2015 2016 2017 2018 $-
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
0%
5%
10%
15%
20%
25%
30%
$30.45
$42.01
$50.84 $57.95
17%
22%25%
27%
Mobile Ad Spending
Mobile Ad Spend, Per-centage of To-tal Advertising Spend
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US Mobile Ad Spending by Sector(billions)
Source: eMarketer
Retail
Finan
cial S
ervice
s
Automotive
Teleco
mTra
vel
CPG
Consumer Electr
onicsMedia
Enterta
inment
Healthcar
eOther
$- $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $6.65
$3.49 $3.43 $3.27 $2.38 $2.33 $2.09 $1.73 $1.50
$0.66 $1.20
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Mobile Time Spent by App Type(minutes per day)
Source: Flurry
Messaging and Social Entertainment Gaming0
10
20
30
40
50
60
70
80
45
13
52
68
44
33Q2 2014Q2 2015
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US Mobile Video Ad Spending2015 – 2018 (projection, billions)
Source: eMarketer
2015 2016 2017 2018 $-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
$2.62
$3.94
$5.09
$5.96 34%
41%45% 46%
Mobile Video Ad SpendMobile Video Ad Spend, Per-centage of Total
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Smartphone Habits
Source: Nielsen
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Source: Mary Meeker Internet Report / KPCB
Mobile Data Traffic vs. Total Consumer Internet
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Rich Media Ad Platforms (Non-gaming)
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Rich Media Ad Networks
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Rich Media
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Rich Media• Growing availability of mobile data is driving
mobile usage;
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Rich Media• Growing availability of mobile data is driving
mobile usage;• That usage is concentrated in mobile apps;
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Rich Media• Growing availability of mobile data is driving
mobile usage;• That usage is concentrated in mobile apps;• It’s not exclusively in gaming;
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Rich Media• Growing availability of mobile data is driving
mobile usage;• That usage is concentrated in mobile apps;• It’s not exclusively in gaming;• It’s where people are spending their time and
it’s how they want to consume content.
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Story 2:Television
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Mobile’s Share of Advertising Spend 2015 – 2018 (Projected)
Source: eMarketer
2015 2016 2017 20180%
10%
20%
30%
40%
50%
60%
70%
40%
51%
59%
66%
12%17% 21%
24%
Mobile as Per-centage of Digital Ad SpendMobile as Per-centage of Total Ad spend
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US Advertising Spend2008 – 2018 (projection, billions)
Source: FTI Consulting
• Digital advertising spend to surpass broadcast TV spend in 2015.
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Television Advertising
Source: FTI Consulting
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Television Advertising
Source: FTI Consulting
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Online vs. Television Ad Revenues
Source: PwC Outlook
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Mediapalooza
Source: Wall Street Journal
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Television• Less effective than mobile advertising for
mobile developers;
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Television• Less effective than mobile advertising for
mobile developers;• Less and less relevant as consumers spend
more time on the mobile phones;
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Television• Less effective than mobile advertising for
mobile developers;• Less and less relevant as consumers spend
more time on the mobile phones;• Spending on television is far less transparent
than on digital.
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Story 3:China
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Uber removed from WeChat
Source: Bloomberg
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Competitive Landscape in China
Source: Wikipedia
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iOS Android Others -
50,000
100,000
150,000
200,000
250,000
300,000
48,086
271,010
10,580
Units Sold, 2Q 2014
Units Sold, 2Q 2015
Source: Gartner
Global Platform Unit SalesQ2 2014 vs. Q2 2015 (thousands)
• Apple growing faster than Android in terms of sales;
• Android still dwarfs Apple, despite slowing sales growth;
• Sales plummeting for “3rd” platforms.
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Source: Gartner
Global Platform Market ShareQ2 2014 vs. Q2 2015 (thousands)
iOS Android Others0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
14.60%
82.20%
3.20%
Market Share, 2Q 2014
Market Share, 2Q 2015
• Strong growth in iOS market share.
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Source: Gartner
Global Manufacturer Market ShareQ2 2014 vs. Q2 2015 (thousands)
• Significant market share decline for Samsung;
• Large market share wins for Apple, Huawei, and Xiaomi.
Samsung
Apple
Microsoft
Huawei
LG El
ectronics
Lenovo
Xiaomi
Others0%5%
10%15%20%25%30%35%40%45%50%
20%
11%6% 6% 4% 4% 4%
46%
Market Share, 2Q 2014
Market Share, 2Q 2015
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Source: Gartner
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Global Mobile Advertising Spend by Region (millions)2015 – 2018 (Projected)
Source: eMarketer2015 2016 2017 2018
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
US
China
UKJapan
ROW
USChinaUKJapanROW
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China• The Chinese market can be anti-competitive
for Western developers;
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China• The Chinese market can be anti-competitive
for Western developers;• Smartphone sales are no longer growing in
China. It is no longer a boundless greenfield;
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China• The Chinese market can be anti-competitive
for Western developers;• Smartphone sales are no longer growing in
China. It is no longer a boundless greenfield;• Strong iPhone and Xiaomi sales in China mean
dealing with different app stores / distribution partners might not remain necessary.