ad tech 2013 moving on mobile intro rachel pasqua
DESCRIPTION
2013 is shaping up to be a breakout year for mobile advertising. According to eMarketer, the mobile ad market will triple this year to more than $4 Billion and could top $7 Billion next year. While there’s a lot of growth potential, how are marketers preparing for this surge? What technologies and media platforms are critical to your mobile success and how can you stay on top of customer engagement on mobile devices? How are heavyweights such as Google, Facebook, Apple and Twitter embracing this growth and monetizing their investments? Sit in and discover how the mobile landscape is changing, what marketing strategies work, and why the next leap in mobile reach is poised to hit us in the coming year.TRANSCRIPT
Moving on Mobile!Understanding User Behavior and Taking Advantage of New Paradigms!April 9, 2013!
!
@rachelpasqua!
The digital ecosystem in 2005
The digital ecosystem in 2013
Digital Out Of Home, Theaters, Connected TV Tablet
Laptop
Connected Consoles
Wearable Technology
Desktop
Digital Kiosks
Smartphones Phablets
Social Machines
Apps
Ambient Surfaces Connected Cars
It’s a global phenomenon
By 2014, the majority of consumers worldwide will access the web—and one another—via a mobile device.!
It took 20 years for the first billion mobile phones to sell. The second billion sold in four years. The third billion sold in two. !
7 billion mobile subscribers by the end of 2014
vs.
Est. 1.78 billion PCs
Sources: Gartner, 02.2012 | International Telecommunications Union, 3.2013
143.2 million ���of Americans use the mobile web.
As of Q1 2013
• 246.5 million Americans—77.9% of the population—own mobile phones • 140 million–44.3% of the population—own smartphones • 123.1 million—38.9% of the population—own tablets
The US is hitting critical mass
Source: 2013 eMarketer, Inc.
62.6
93.1
115.8
140
159.9
178 193.7
207.4
0
50
100
150
200
250
2010 2011 2012 2013 2014 2015 2016 2017
20.2%
Nearly half of all Americans own a smartphone
29.7% 36.6%
45%
50.1% 55.4.%
59.8%
Smartphone ownership in the US 2010-17 | March 2013 (millions and % of population)
Source: 2013 eMarketer, Inc.
63.5%
93.9
123.1
143.2
157.1
168.1 178
0
20
40
60
80
100
120
140
160
180
200
2012 2013 2014 2015 2016 2017
29.9%
38.9% 44.9%
48.9% 51.9%
54.6%
Nearly a third of all Americans own a tablet or eReader
Tablet ownership in the US 2012-17 | March 2013 (millions and % of population)
Source: 2013 eMarketer, Inc.
Globally, mobile now represents 13% of all internet traffic
The majority of adult US smartphone owners—55%—go online with their device and 17%
do most of their browsing on their phone.
Source: 2013 StatCounter Global Stats
12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM
Hourly Distribution of Searches by Platform���(doesn’t reflect absolute traffic volume)
Tablet Mobile Desktop
Using multiple devices throughout the day is now the status quo
For tomorrow’s consumers, a mobile device has provided their first internet experience—to them, it’s a multi-touch world.
On this Christmas Day 2012, more iPhones, iPads, Androids, Kindle Fires, and more, were activated than on any other day in history.
For global consumers, it’s their main conduit to news, commerce, brands—and each other.!
Up to 1 billion people in emerging markets will buy mobile phones in the coming years, and many will use them in lieu of a computer.
Even older generations that have spent little time on the web or using smartphones are adapting to tablets and eReaders.
Tablet and eReader ownership is growing steadily among older demographics.
Mobile is changing the way we find people, places, and things…
74% of smartphone owners get real-time location-based information on their phones.
And it’s transforming the way we do business. All kinds of business.
Mobile devices and m-commerce are invigorating small businesses first before the wave of change reaches big businesses.
A unified, 4-screen strategy and activation plan has a significant impact down the funnel
audience can increase by 135%
consumer drop-off can improve by 20%
overall conversions can increase by 19%
Source: Insight Express Mobility Study (blinded)
Yet while investment in mobile continues to grow…
Source: © 2012 eMarketer, Inc. Source: IDC, Worldwide New Media Market Model, NMMM 1H-2012
...a huge gap remains between mobile consumption and mobile ad spend.
-1%
-4%
+16%
-4%
-10%
Source: 2012 eMarketer, Inc.
As marketers, we’re clearly missing opportunities to:
• Reach new audiences…and create a closer connection to existing ones.!
• Drive sales…both online and in-store.!
• And, to enhance brand awareness and drive consumer advocacy.!
So…
How can brands close the gap
between spend and opportunity?!
We believe it starts with understanding mobile-enabled consumer behavior in three key areas:
Marketing!How do mobile consumers shop and how can you capture
their attention, online or in-store?!!!
!Merchandizing!
How do they buy and how can you get them to the register, virtual or otherwise?!
!!CRM!
How do they connect with brands they love and how can you leverage that behavior to drive sales and advocacy?!
