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1 Mobile Marketing 2012: Now and Next Jon Mew Director of Mobile and iabuk.net/contact

2 The Agenda Now Next! iabuk.net/contact

3 Mobile trends iabuk.net/contact

4 Smartphone growth is unstoppable

5 In the UK Smartphones reach a tipping point 64% feature phone Jan % smartphone Jan 2011 Source: comscore Mobilens 3 Month average Jan 2011

6 In the UK Smartphones reach a tipping point 47% feature phone Jan % smartphone Jan 2012 Source: comscore Mobilens 3 Month average Jan 2012

7 In the UK Smartphones reach a tipping point 47% feature phone Jan % smartphone Jan 2012 Source: comscore Mobilens 3 Month average Jan 2012

8 Source: Mediascope Europe 2012 Denmark is at the tipping point 45% smartphone penetration

9 VCs are ramping up mobile spending $592m $92m $161m $115m $138m $123m $29m Source: Rutberg & Company, Global VC Investments in Mobile Marketing & Advertising

10 2011 total mobile ad spend breakdown Source: IAB / PwC mobile ad spend survey 2011

11 Change in industry sector display market shares Source: IAB / PwC mobile ad spend survey 2011

12 What next Some key trends iabuk.net/contact

13 5 things to think about in Rapid tablet growth with a clear niche 2. Physical and mobile worlds merge 3. Mcommerce starts to gather pace 4. Growth of voice and personal assistants 5. Dual screening iabuk.net/contact

14 5 things to think about in Rapid tablet growth with a clear niche 2. Physical and mobile worlds merge 3. Mcommerce starts to gather pace 4. Growth of voice and personal assistants 5. Dual screening iabuk.net/contact

15 1. Rapid tablet growth with a clear niche iabuk.net/contact

16 Cumulative total units sold (thousands) ipad growth rate is phenomenal Cumulative Units Sold ipad iphone ipod 0.5m** Danes already go online using a tablet Source: Asymco **Mediascope Europe 2012 Quarters after launch

17 Tablets can have more impact than mobile

18 3 key trends emerging for tablets Dual Screening Entertainment Retail 51% Tablet usage with TV PC, 29% Tablet, 49% 35% Mobile usage with TV 33% Laptop / desktop usage with TV Mobile, 22% Source: IAB Three Device Lives: Tablets in context / IAB Mojo Study Which of your devices best allows you to be entertained? 2:56 2:12

19 5 things to think about in Rapid tablet growth with a clear niche 2. Physical and mobile worlds merge 3. Mcommerce starts to gather pace 4. Growth of voice and personal assistants 5. Dual screening iabuk.net/contact

20 Google Coke Re Brief iabuk.net/contact

21 5 things to think about in Rapid tablet growth with a clear niche 2. Physical and mobile worlds merge 3. Mcommerce starts to gather pace 4. Growth of voice and personal assistants 5. Dual screening iabuk.net/contact

22 Mcommerce Project Oscar

23 5 things to think about in Rapid tablet growth with a clear niche 2. Physical and mobile worlds merge 3. Mcommerce starts to gather pace 4. Growth of voice and personal assistants 5. Dual screening iabuk.net/contact

24 Voice and PAs INSERT WINSTON VIDEO

25 5 things to think about in Rapid tablet growth with a clear niche 2. Physical and mobile worlds merge 3. Mcommerce starts to gather pace 4. Growth of voice and personal assistants 5. Dual screening iabuk.net/contact

26 Behaviour has changed iabuk.net/contact

27 What does this mean for advertising? iabuk.net/contact

28 Source: 2011 estimates from The Advertising Association/Warc Expenditure Report., IAB/ PWC Mobile Adpsend Study 2011 Mobile is making its impact on the media pie Internet, 4,531m Cinema, 182m Mobile, 203m Radio, 436m Out of home, 889m Direct Mail, 1,731m TV, 4,150m Press, 4,006m

29 UK Mobile adspend starts to outpace online Online adspend Mobile adspend 1200, , m 800,00 600, m m 153m 197m 166m 28.6m 51m 83.0m 19m 37.6m ? 2013? 2014? 400,00 200,00 0,00 Source: IAB / PWC Adspend, Mobile Estimates: First Partner 2011

30 Of course it could all become too much!

31 Conclusions 1. Consumer usage of mobiles continues to surge 2. Things to think about in the coming year or so Growth of tablets with different usage Physical and mobile worlds merge Mcommerce starts to gather pace Growth of voice and personal assistants Dual screening 3. Mobile ad spend is growing exponentially iabuk.net/contact

32 Thanks

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