THE NEW RULES FOR MOBILE ADVERTISING

Eric Franchi | September 2013

The Digital Advertising Industry Continues To Wait For The “Year of Mobile”

Consumers Aren’t Waiting For The Year Of MobileDevice purchase and usage continues to soar, leading to more media consumptionthan ever

Consumption Is Happening Across Many ScreensLeading to a longer “digital day”. PC during the day, smartphone and tablet in the evening.

Source: Undertone, 2013

But Have Advertising Dollars Matched The Eyeballs?No. The gap between time spent and advertising spend on mobile is significant.

Why? Have You Noticed A Mobile Banner Lately?Smaller ads make it hard for brands to stand out, and for publishers to capitalize on growing mobile traffic levels.

Not To Mention The Fact That It’s Hard To Execute!

Source: Undertone, 2013

We Need New Thinking For A New EraTake a page out of Jay-Z’s recent album release and create some “new rules”

RULE #1: Stop Thinking About Screens In SilosConsumers are moving from device to device. Let’s create advertising solutions to match

RULE #2: Improve Mobile Advertising FormatsLarger screens require bigger and better ads to break through

RULE #3: Follow The Early Leaders

Source: emarketer, 2013

Google

Facebook

Pandora

Other

Worldwide Mobile Ad Revenue Share by Company

Facebook and Google – who have about 70% market share - are creating solutions to reach consumers wherever they are, regardless of device

RULE #4: New Technology For A New EraHTML5 and responsive design are powering the new Web, creating “build once, run everywhere” sites and ads

RULE #5: Be Everywhere… But Be In Context

LOCATION based

messaging

TAP/SWIPE to engage

Deliver the right message to the right device

More Screens Are Coming. Be Ready To Capitalize.

THANK YOUEric Franchi efranchi@undertone.com@ericfranchi | @accessundertone