GO MOBILE !Köln | Sept 2012

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o Mobile Landscape

o Performance Barometer

o Case Studies

o Go Mobile !

SOURCE: http://flic.kr/p/8eSh5h

TABLE OF CONTENTS

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MOBILE LANDSCAPEPERFORMANCE BAROMETER

CASE STUDIES

GO MOBILE !

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SOURCE: Asymco http://goo.gl/yHZHL

Mobile is not about PhonesMobile is the new PC

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SOURCE: KPCB http://goo.gl/qPjbP

• There is a disproportion between viewership & ad spend• Money follows the eyeballs

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SOURCE: Ciscohttp://goo.gl/FZJk1

• Tablets alone will consume as much traffic in 2016 as all existing mobile devices today

• Smartphones will be the most prominent mobile device

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MOBILE LANDSCAPE

PERFORMANCE BAROMETER

CASE STUDIES

GO MOBILE !

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• The zanox Mobile Performance Barometer is based on:o Transactions from January – July 2012o Sampling based on 2000+ advertiserso Based on millions of transactions

SOURCE:

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GLOBALCOUNTRY PERFORMANCE

• UK & Scandinavia have the highest percentage mobile traffic• Fastest growing countries are NL & Scandinavia

SOURCE:

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GLOBALM-COMMERCE DEVICE PERFORMANCE

iPad

SOURCE:

• iPad is king ! It generates more revenue than both the iPhone and Android combined

• Android experiences largest increase in comm/transaction YoY

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GLOBALM-COMMERCE DEVICE PERFORMANCE

iPad

• iPad is king ! It generates more revenue than both the iPhone and Android combined

• Android experiences largest increase in comm/transaction YoY

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GLOBALM-COMMERCE DEVICE PERFORMANCE

iPad

iPhone

• Over 53% of all mobile transactions come from the iPad• iPad generated more revenue than the iPhone in July 2011 but

it took another four to have more transactions• Android surpassed iPhone in transactions & revenue in March

SOURCE:

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GLOBALINDUSTRY PERFORMANCE

SOURCE:

• Financial Services has the largest growth in H1• Retail & Shopping is far and away the largest mobile

industry by revenue

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GLOBALMULTI-CHANNEL PERFORMANCE

SOURCE:

• iPad out-performs even e-commerce in revenue per transaction• Average m-commerce (smartphone + tablet) revenue per

transaction is just below e-commerce

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GLOBALM-COMMERCE DEVICE PERFORMANCE

• Germany, France & Italy are ‘iOS countries’ with 75% of their traffic• Spain & Poland lead Europe in Android transactions over 60%

SOURCE:

MOBILE INFOGRAPHIC

http://bit.ly/zanoxInfographic

SOURCE:

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MOBILE LANDSCAPE

PERFORMANCE BAROMETER

CASE STUDIES

GO MOBILE !

Claim: o Transactions on mobile devices need to be kept simpleo Payment walls are a major barrier on mobile devices

Facts:o Users spend more time on mobile devices (8+ min/session)o 3.3x more mobile revenue in 2012o Gap between mobile leads & sales reduced by 23%

DATING

Claim: o People use their mobile device when they have an

immediate need

TRAVEL

Facts:o Most mobile transaction happen in less than 8 min

compared to 42+ min on desktopso Publishers earn on average 42% more commissions

per transactions than on e-commerceo Travel Industry skews heavily towards iOS devices

For Publishers:o Access to all mobile advertisers via a single AdCodeo Creative optimization give the highest CTRs for both

app and mobile siteso Dedicated editor team keeps offers fresh and up-to-date

For Advertisers: o Reconnect users with previous or local offers via

retargeting and geotargetingo Custom high performing mobile landing pages with high

quality traffic

MOBILE SOLUTION

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MOBILE LANDSCAPE

PERFORMANCE BAROMETER

CASE STUDIES

GO MOBILE !

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MOBILE SURVEYGLOBAL

• A survey of our Top 200 Advertisers showed the majority (56%) are mobile • Only 52% of the Advertisers with mobile websites implement tracking

SOURCE:

Neither 44%

Mobile App16%

Both25%

Mobile Site15%

Tracking52%

No Tracking48%

Loss in Publisher commissions in August:128k EUR

Estimated loss of commissions in 2012:1.7 Million EUR

Revenue not attributed to the correct channel:23 Million EUR

AUG

TRACKING THREATOPPORTUNITY COST OF DOING MOBILE POORLY

The destruction of value when advertisers fail to:• Embrace mobile thus giving users a bad user experience or • Track it correctly effectively stealing traffic from their partners

eCommerce ≠ mCommerceo Making your m-commerce site the little version of e-commerce o Assuming a mobile user is the same as desktop usero Repurposing your e-commerce creatives for mobile

Mobile Basicso ‘Wait and see’ how mobile plays itself outo Place additional barriers during a mobile transactiono Mobile websites vs Apps

Poor Metrics & KPIso Failing to recognize/realize your mobile traffic sourceso Not embracing social and local with your mobile solution

HOW NOT TO DO MOBILEAKA THE OPPORTUNITY COST OF ADVERTISERS FOR DOING MOBILE POORLY

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TIPS FOR PUBLISHERS

Knowledgeo Understand what the advertiser means when they have a mobile offer.o Be mindful of user base and their deviceso Mobile loves local and social

Technologyo Create mobile optimized landing pageso Responsive web design give superior mobile experiences across all deviceso Primary source of mobile innovation is on the publisher side. Embrace new

mobile technologies: HTML5, CSS3, apps, m-commerce …

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THANK YOU

Chris LoonanDirector of the Mobile/Social IncubatorChristopher.Loonan@zanox.com

Till Goehre Senior Director Product & InnovationTill.Goehre@zanox.com