THE MOBILE

HUB

Why integrated mobile is

important and will become

more important

How mobile fits into the purchase

funnel

5 ways to think

integrated

How mobile is disrupting

almost everything

Source: Mary Meeker

Source: Pope Francis’ first crowd address

Source: Google – ‘The New Multi-Screen World’

43

29

16

11

1

40

6

22

9

23

0

5

10

15

20

25

30

35

40

45

50

TV Print Web Radio Mobile

Ad Spend Per Media

Time Spent Per Media

Planning

• Too many variables • Fragmentation

Tracking

• Reporting • Funnel analysis

Creative

• Small screen • Multi formats

Data

• Can’t find niche audiences

• Not enough, or no insights being extracted

Branding

• Low impact/Band-with

• Not significant

Planning

• Too many variables • Fragmentation

Tracking

• Reporting • Funnel analysis

Creative

• Small screen • Multi formats

Data

• Can’t find niche audiences

• Not enough, or no insights being extracted

Branding

• Low impact/Band-with

• Not significant

DSP’S etc

UDID out but IDFA in, some standardisation of OS

IAB/MMA specs, some standardisation of OS

Testing works, the more the better

Better than online in many brand metrics, 4G & WiFi

Source: Nielsen

Source: Datamonitor

Broadcast

Engagement/ Education

Acquisition

(Re)engagement

Source: Microsoft – ‘Meet the Screens’

79% of consumers use a smartphone to help them shop, whilst 70% use a phone in-store. 74% of consumers have also made a purchase following research on their smartphone. Almost half of all smartphone owners have purchased via their device in the last 12 months. The value of mobile payment transactions in 2012 was $171.5 billion. This is expected to grow to $490.9 billion by 2015.

Source: Microsoft – ‘Meet the Screens’

Source: eMarketer

• Offers information in different ways like a solution provider.

• Offers help when I’m in need.

• I can compare prices, features and brands, before deciding on what to buy.

• All my questions about the brand/product are answered directly.

• I hate it when ads ask me to click something that is unclear.

• It steals the little space I have on my screen.

• It’s rebellious, it interrupts me whilst I play or work.

• It enters your space, as if it were going to harm your phone.

Source: http://www4.gsb.columbia.edu/ideasatwork/feature/7233030/Smartphone+Ads+That+Work

The ads work not by providing any new information, but by reminding consumers of the information they

already know about a particular product.

If products are both important and utilitarian, the weak signals on mobile

display advertising will have a stronger effect.

Source: Google – ‘The New Multi-Screen World’

Share of Time Spent

(Tablet) Share of Time Spent

(Smartphone)

Source: Millward Brown Adreaction

Source: DMA

Source: DMA