incisive mobile strategies breakfast briefing november 2012
TRANSCRIPT
Incisive Mobile Strategies Breakfast BriefingNovember 2012
AOP In SummaryThe Voice of Premium Digital Publishers
AOP represents digital publishing companies that create
original, branded, quality content
Improving the way digital publishers run and develop their businessesFacilitating the share of knowledge and cross-fertilisation of ideas
Core ActivitiesMarket leading events
Professional research & benchmarking Unmatched networking
AOP Board Members
AOP B2B Members
Observations on the growing importance
of mobile
Mobile trajectory
Mobile internet
In the UK 16% of web traffic is from mobile devices
Mobile extending the day
Mobile consumption -Did you know• Google is activating 1.3m Android devices a day
• Each new version of the iPhone sells as much as all previous versions combined
• Time spent using mobile (incl internet) has more than doubled in the last two years
• Tablet users on average spent 30% more time on-site and had a 20% higher engagement score than PC users
• Smartphones influence 6% of UK in-store purchases
Mobile Advertising
Worldwide, mobile ad spending should hit
$6.4 billion this year
UK Mobile ads 2012
£181.5m
+132%H1 2012
Search 73%
+152%H1 2012
Display 27%
+91%H1 2012
7% digital ad spend nowForecast £1.6bn 2016
Mobile ads – higher CTR greater engagement
Rich media CTR 3x
Mobile CTR 3-5x vs desktop web
55% of digital magazine readers engaged Half interacted with the ad
38% touched/clicked ad to expand it34% viewed multiple pages of a multi-page ad34% accessed a Web site through the ad31% watched a video or commercial30% viewed a gallery 30% downloaded an app.
How well are we equipped?
40%6 out of 15
And it’s 42 days till Christmas!
The Publishers view
74% agree Future focus will be increasingly on developing mobile sites and apps and tablets and apps than traditional desktop sites for internet
majority of sites optimised for mobile
62%
Opportunities for next 12 months
Mobile ads
Apps for smartphones
Apps/digital editions for tablets
Mobile internet
iPad/other tablets
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
73%
76%
81%
85%
90%
Top Mobile Business Priorities for 2012
Streamline Integrations and Reporting
Reach New Mobile Users
Deepen Engagement with Existing Users
Grow Revenues
0% 10% 20% 30% 40% 50% 60% 70%
0%
9%
24%
65%
Growth Priorities
57% Advertising
40% Paid content/subs
Mobile traffic and Mobile revenue
mobile revenue
mobile traffic
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
3% 65%
3%
26%
10%
3%
26%
0%
6%55%
0%1-5%6-10%11-20%21-30%31-50%
87%
29%
32%
3%
Mobile revenue types
0%
10%
20%
30%
40%
50%
60%
70%
55%
26%
52%
26%
32%
68% 68%
39%
10%
26%
16%
Most significant models of next 12 months
unique mobile ad formats in-app purchase
in-app ads
0%
5%
10%
15%
20%
25%
30%
35%
40%
39%
29%23%
Main issues affecting mobile development
Developing responsive design
Managing Multiple Tech Partners (Ad Serving, Yield Management, Ad Networks, etc)
Integrating Mobile with Current Sales Effort
In-house skills and resource
Device Fragmentation (Smartphones, Tablets, Feature phones)
0% 10% 20% 30% 40% 50% 60% 70% 80%
41%
44%
47%
56%
72%
The main inhibitors to mobile advertising
formats & reporting
size of audience
creation of interactive ads
sales skills in-house
dependency on low yield ad networks
agencies attitude towards or focus on mobile
0% 10% 20% 30% 40% 50% 60%
28%
52%
17%
31%
10%
52%
28%
31%
34%
38%
52%
55% MobileTablet
AOP Mobile initiative
focus on key issues that will encourage growth of mobile advertising
on premium content sites
Tim Cain
@ukaop@timrcain
Thanks