mobile developments in the us: can success be copied?
DESCRIPTION
Joe has served as the senior director of the IAB’s Mobile Marketing Center of Excellence since its inception in December, 2010. He plays a key role furthering the Mobile Center’s mission of growing the mobile interactive industry. Joe manages many of the IAB’s mobile standards, best practices, and research projects; advises both buyers and sellers of mobile media; and oversees the IAB’s Mobile Committee and Tablet Committee. During his IAB career, Joe has led IAB projects including: writing buyer’s guides to mobile and tablet advertising; developing the IAB MRAID standard for mobile rich media advertising; and working with the MMA and MRC to establish guidelines for counting mobile web and in-app ad impressions.TRANSCRIPT
What is Mobile?Media, Platform, Device, Network, or
Something Else Entirely
Joe Laszlo, Senior Director
IAB Mobile Marketing Center of Excellence
2 IAB | Mobile Marketing Center of Excellence
IAB’s Mobile Marketing Center of Excellence
• Launched in December 2010
• Think of the Mobile Center as “a mini IAB within the IAB”
• Goal: drive growth of the mobile advertising marketplace and of our members’ share of mobile marketing spend
• Five Mobile Center staff, led by Anna Bager, IAB’s VP of Mobile
• Separate Mobile Center Board of Directors, which reports to overall IAB Board
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IAB Mobile Marketing CenterBoard and Supporting Members
Current as of October 23, 2013
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What is Mobile?IAB Mobile Center
Kleiner Perkins Forecasts Robust Global Mobile Growth
Source: Mary Meeker and Liang Wu ,Kleiner Perkins Caufield Byers, “Internet Trends,” Presented at D11 Conference, May 29, 2013. 5
US Mobile Usage Crossinga Tipping Point
Source: comScore Mobile Future in Focus 2013, released Feb. 2013, data from MediaMetrix Multi-Platform (Beta), U.S., Dec-2012
Share of Total Time Spent Online For Selected Categories
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What is Mobile?• It’s a device• It’s a network• It’s an operating system• It’s a technology• It’s a business model• It’s a medium• It’s a platform• It’s a buzzwordIT’S HOW W
E LIVE OUR LIVES
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Mobile Is Everywhereand Everything
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Defining “Mobile First”
• Mobile First is often described in terms of business strategy—it’s how companies should think.
• But Mobile First is really about how consumers with smartphones and tablets are living their daily lives.
• It’s about a behavioral and social change
• These changes create challenges and opportunities for companies seeking a consumer audience
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“Mobile” Can Be Any Screen
Source: http://www.timessquarenyc.org/index.aspx, http://mobilephones.umwblogs.org/imagery/
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Or No Screen At All
Source (Google Glass): http://blogs.independent.co.uk/2013/02/20/a-detailed-look-at-the-google-glass-experience/
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Information Gets More Subtleand Pervasive
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And We Don’t Use Screens One at a Time
77% of the time when we’re using a TV, we’re using another device49% with a phone | 34% with a PC/laptop
57% of the time when we’re using a smartphone, we’re using another device
29% with a television | 28% with a PC/laptop
Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
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Australian Defence Forces Use Multiple Screens to Recruit Medics
2013 IAB MIXX Award GOLD Winner for Branded Mobile App AND Mobile Ad Campaign
http://vimeo.com/52084256
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Screens Can Bring Families Together
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Or Keep Us Company When We’re Alone
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Percentage of Use In Home
Source: Council for Research Excellence
Smartphone
Tablet
82%64%
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Smartphones Enable Shared Personal Experiences
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Gillette Nordic Campaign SharesRough Swedish Winters
http://www.youtube.com/watch?v=8HoA6IhBhyw
2013 IAB MIXX Award GOLD Winner for Location-Based Advertising
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Mobile is Changing Etiquette
http://www.huffingtonpost.com/2013/04/09/yeah-yeah-yeahs-smartphone-ban_n_3044400.html
Sign at recent Yeah Yeah Yeahs Concert in NYC
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And Changing How We Shop
Mobile Drives Store Traffic
http://www.youtube.com/watch?v=yH8Br_f3p9E
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Tablets and Smartphones:The Two Sides of Mobile
IAB Mobile Center
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Mobile Value Propositions Vary By Device Type
Source: Mobile’s Role in a Consumer’s Media Day: Smartphones and Tablets Enable Seamless Digital Lives – ABI Research & IAB Mobile CenterLink: http://www.iab.net/guidelines/508676/mobile_guidance/mobileusage
Smartphones are mission-critical devices for “life,” with nearly 70% of smartphone users saying they “won’t leave home without it.” Tablets are a media
consumption hub, with nearly 70% of tablet users reporting that their tablet is an “entertainment device.”
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Usage Reflects Differing Views of Devices
Source: Mobile’s Role in a Consumer’s Media Day: Smartphones and Tablets Enable Seamless Digital Lives – ABI Research & IAB Mobile CenterLink: http://www.iab.net/guidelines/508676/mobile_guidance/mobileusage
Watch TV/ video
Read print
Shop on-line
Work
Social media -
post/ read
Email - check
Lookup info 'on the go'
0% 25% 50% 75% 100%68%
69%
63%
37%
34%
39%
22%
8%
9%
15%
16%
30%
34%
60%
SmartphoneTablet Percentage of Mobile Device Users
Device Preference for Activity
Question: Which device do you prefer to use to do [activity]?
Smartphone centric activities
Tablet centric activities
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For Small Children, Magazines are Broken Tablets
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Adobe Estimates Tablet Internet Usage Outpacing Smartphones
Source: Adobe, The State of Mobile Benchmark: Adobe Digital Index, Q2 2013http://success.adobe.com/assets/en/downloads/guides/13926_di_mobile_benchmark_final.pdf
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Tablet Browsing Peaks in Morning and Especially
Evening
Source: comScore Device Essentials, U.S., Monday, Jan. 21, 2013
Share of Browser-Based Page Traffic by Hour for Computer, Smartphone and Tablet Platforms
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Apps and Browsers:The OTHER Two Sides of
Mobile
IAB Mobile Center
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Apps v. Browser: Steady Relationship v. Casual
Encounter
Used Apps
0% 10% 20% 30% 40% 50% 60%
51%
50%
Consumers use mobile web and apps in equal numbers…
Time using apps
Time using mobile web81.5%
18.5%
Sources: Usage data: comScore, reported in TechCrunch, “comScore: In U.S. Mobile Market, Samsung, Android Top The Charts; Apps Overtake Web Browsing,” July 2, 2012. Data 3 month avg ending May 2012. Time spent data: comScore reported in betanews, “The mobile web is dead,” May, 2012. Data March 2012.
But apps vastly dominate the time spent equation.Percentage of consumers using mobile capability
Percentage of total time spent online on smartphones
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App Categories and Browsers by Time Spent
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Implications ofthe New Mobile World
IAB Mobile Center
2011 20120 €1 €2 €3 €4 €5 €6 €7 €8 €
€ 3.769
€ 6.889
+82.8%
Global Mobile Ad Revenue Nearly Doubled in 2012
Source: Global Mobile Advertising Revenue: Display, Search, Messaging 2011 & 2012 Across Regions, Report prepared by IHS Electronics & Media for IAB and IAB Europe
Eu
ros B
illion
sGlobal Mobile Ad Revenue (Euros-Billions)
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Per-User North AmericanMobile Ad Revenue Leads World
$-
$2
$4
$6
$8
$10 $9.12
$2.83
$1.28 $0.26 $0.26 $0.13
Source: IAB, IAB Europe ,IHS Electronics & Media, Global Mobile Advertising Revenue: Display, Search, Messaging 2011 & 2012 Across Regions, July 2013, http://www.iab.net/globalmobile35
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We won’t realize the full potential of mobile advertising until we begin to develop advertising applications around the full suite of emerging mobile behaviors.
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Paranormal Activity IV Scares Via Core Phone Feature
http://www.youtube.com/watch?feature=player_embedded&v=nekNhjzFbjk#t=77
2013 IAB MIXX Award GOLD Winner for Custom Mobile Rich Media Display
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Think More Precisely About Mobile Users
PassiveActive
Not moving Moving
In home Out of home
Calm Agitated
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ConclusionsIAB Mobile Center
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Understanding mobile behaviors means understanding the larger ecosystems in which mobile devices are used.
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Let’s not treat mobile like the web, only smaller.
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Mobile Does, and Does NOT, Change the Basics of
Marketing
Advertising
Success!
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Small Devices Can Cause Big Changes
http://www.youtube.com/watch?v=B4eqE1GTTEs