iab forum 2013 - iab italia2016/03/03 · 04/12/2013 1 iab forum 2013 workshop video adv: il futuro...
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IAB FORUM 2013
workshop
VIDEO ADV: IL FUTURO E’ IL MOBILE
Intervengono:•Andrea Febbraio, Co-founder & VP Sales Europa•Lucio Mormile: Head of Publishing ItaliaJacopo Ercolani: Head of Mobile Italia•Jacopo Ercolani: Head of Mobile Italia
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MONEY FOLLOW EYEBALLS
THE MEDIUM IS 25 YEARS OLD
SO HOW ARE WE DOING?
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NEARLY 3 BILLION PEOPLE ONLINE
Source: BI Intelligence
ABOUT HALF LEFT TO GO
Source: BI Intelligence
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MOBILE IS THE ONLY MEDIA TIME THAT IS GROWING
THE MOST IMPORTANT TREND
MULTIPLE DEVICES AND SCREENS
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60% OF ONLINE DEVICES ARE NOW SMARTPHONES OR TABLETS
Source: BI Intelligence
SMARTPHONE SALES ARE STILL BOOMING…
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60% OF ALL NEW COMPUTING DEVICES RUN ANDROID
Source: BI Intelligence
ANDROID IS OVERCOMING(SOME OF)
ITS WEAKNESSES
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ANDROID “FRAGMENTATION” IS BIG BUT IMPROVING
Reprinted With Permission From OpenSignal, “Android Fragmentation Visualized”
TABLETS ARE CANNIBALIZING PCS…
Source: BI Intelligence
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EACH DEVICE HAS A DIFFERENT “PRIME TIME”Share Of Device Page Traffic Over A Day:
Source: comScore, Telefonica, Macquarie Capital (USA), December 2011
“PHABLETS” ARE FILLING THE GAP…
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SCREEN FRAGMENTATIONIS CREATING
BIG CHALLENGES AND OPPORTUNITIES
PEOPLE SPEND 1 HOUR A DAY ON THEIR SMARTPHONES
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MOBILE IS ENABLING NEW FORMSOF ENTERTAINMENT,
COMMUNICATION, MEDIAAND COMMERCE
758 MILLION PICTURES SHARED EACH DAY
FLICKRINSTAGRAM
7%1%
FACEBOOK46%
46%SNAPCHAT
46%
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350 MILLION SNAPCHAT PICTURES SENT A DAY
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MOBILE VIDEO IS BOOMING…
GLI UTILIZZATORI DISMARTPHONE IN EUROPA
PaeseNumero di utenti con almeno uno
Smartphone (milioni)Penetrazione su totale
popolazione (%)
ITALIA 25,6 52,6
FRANCIA 25,18 53
GERMANIA 31 50,8
SPAGNA 23 65,8
UK 31,7 64
Source: eMarketer, April 2012 – comScore Dicembre 2012
1 italiano su 2 possiedealmeno uno smartphone
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TRAFFICO DATI SU RETI MOBILI (2012-2017)
3,35 GB/mese
ogni utente
ITALIA
MEDIA EUROPA OCCIDENTALE
9x
Source: CISCO REPORT FORECAST
MEDIA EUROPA OCCIDENTALE
2012 2017
THE GROWTH OF THE ITALIAN MOBILE AD MARKET
+
€ 57 ML
€ 89 ML2012
+55 %
€ 57 ML2011 1% del totale advertising
7% del digital advertising
Source: Osservatorio Mobile Marketing & Service Gennaio 2013
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MOBILEIS ENABLING NEW FORMS
OF ENTERTAINMENT, COMMUNICATION, MEDIA,
AND COMMERCE.
mImpact: M-Tab
CPE offering
Innovative formats
Distribution in app and in browser
Can open video or rich media experience
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mImpact: M-Battle Tab
CPE offering
Double diffusion
Distribution in app and in browser
Can open video or rich media experience
mSocial: M-Select
CPV offering
In App
Ad selector
Completed View
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mSocial: Native
CPV offering
In content placement
Contextual targeting
Premium distribution
mMedia: M-Flow
CPM offeringCPM offering
Impactful formats
Distribution in app and in browser
Can open video or rich media experience
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mImpact: M-Footer
CPE/CPV offering
Distribution in app and in browser
Can open video or rich media experience
BREEZE INTO TO SUMMERMINI COOPER ROADSTER
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WHERE ARE PEOPLE VIEWING MOBILE CONTENT?
France Germany Italy
Spain UK USA
HOW DO USERS ACCESS MOBILE CONTENT? MOBILE WEB OR APPS
OUR ADVERTISERS
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1OPTIMIZED ACROSS ALL DEVICES FOR MAXIMUM
SHARING, VIEWING AND ENGAGEMENT.
MULTIPLE DEVICESCREATIVE FORMAT
USING OUR RESPONSIVE AD FORMATS WE CAN OPTIMIZE BEST PERFORMERS.
6000 CAMPAIGN WORLDWIDE
BRAND ADVERTISERS
INNOVATIVE UNIQUE FORMATS
INCREMENTAL REVENUE STREAMS
FOR PUBLISHERS
WHY CHOOSE EBUZZING MOBILE?
INCREMENTAL REVENUE STREAMS
GLOBAL MONETISATION OPPORTUNITY (WE HAVE 12 REGIONAL OFFICES)
