Why mobile is a game changer for marketing

@brianfallonCo-Founder, TheJournal.ie

A little about TheJournal.ie

Ireland’s first mobile first newsroom

Key mobile trends in Ireland

Wow, mobile got big fast!

0

22,500

45,000

67,500

90,000

112,500

135,000

157,500

180,000

Daily Active App Readers vs Circulation

Broadsheet 1 Broadsheet 2 TheJournal.ie

Source: ABC Island of Ireland Report, Internal Analytics

0

45,000

90,000

135,000

180,000

Jan 2

005

Jun 2

009

Dec 20

11

Jun 2

014

Dec 20

16

Jun 2

019

Dec 20

21

Newspaper Circulation

Source: ABC Island of Ireland Report, Internal Projections

Irish Newspaper Circulation 2005 to 2021

0%

25%

50%

75%

100%

2005

2006

2007

2008

2009

2010

2011

2012

2014

2015

2016

2017

2018

2019

2020

2021

Smartphone Adoption

Irish Smartphone Penetration 2005 to 2021Source: Red C, DRG, Asymco

Ad Spend is WAY out of sync with mobile usage

0%

8%

15%

23%

30%

Mobile Press & Magazines

25%

0%

6%

10%

Time Share Spend Share

Source: Carat

How much bigger is mobile going to get?

25%

75%

Mobile VisitsDesktop Visits

% Visits from mobile, Distilled Media (Adverts.ie, Daft.ie, Boards.ie, TheJournal.ie)

2014

25%

75%

Mobile VisitsDesktop Visits

% Visits from mobile from Distilled Media (Adverts.ie, Daft.ie, Boards.ie, TheJournal.ie)

8%

92%

2014 2021

Q. What can your organisation start doing from tomorrow to take advantage of the

mobile opportunity…