IAB Mobile Marketing Center of Excellence The State of Mobile: Consumer Adoption, Revenue Growth, Industry Challenges, and Emerging Trends

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1 IAB Mobile Marketing Center of Excellence The State of Mobile: Consumer Adoption, Revenue Growth, Industry Challenges, and Emerging Trends Anna Bager

2 Agenda A word about the IAB-US Mobile Center Consumers Embrace Mobile Mobile Ad Revenues: Growing but Lagging Behind Addressing Industry Challenges Questions? 2 IAB Mobile Marketing Center of Excellence

3 IAB s Mobile Marketing Center of Excellence Launched in December 2010 Think of the Mobile Center as: a committee on steroids or a mini IAB within the IAB Goal: drive growth of the mobile advertising marketplace and of our members share of mobile marketing spend Full-time staff of 4.5 people Separate Mobile Center Board of Directors, which reports to overall IAB Board 3 IAB Mobile Marketing Center of Excellence

4 IAB Mobile Marketing Center of Excellence Leadership

5 Consumers Embrace Mobile A Mobile Revolution is Underway 5

6 Mobile Traffic is 13% of the Internet, Globally 6 Source: Internet Stanford - Bases, Presentation by Mary Meeker, KPCB, 3 December 2012.

7 More Than Half of US Cellphone Subscribers Own Smartphones 7 Source: Nielsenwire, Smartphones Account for Half of all Mobile Phones, March 29, 2012 Link:

8 Sweden Adopting Smartphones Very Rapidly 80% 70% 60% 50% 40% 30% 20% 10% 0% 68% 49% November 2011 November 2012 January-11 January-12 Swedish Smartphone Penetration (ages 18-65, phones for personal use 8 Source: Telenor Sweden press release, Dec. 19, 2012, Cited by emarketer,

9 Mobile value propositions vary by device type: Smartphones are missioncritical devices for life, with nearly 70% of smartphone users saying they won t leave home without it. Tablets are a media consumption hub, with nearly 70% of tablet users reporting that their tablet is an entertainment device. 9 Source: Mobile s Role in a Consumer s Media Day: Smartphones and Tablets Enable Seamless Digital Lives ABI Research & IAB Mobile Center Link:

10 Mobile is the Anywhere, Anytime Medium 10 Source: InMobi and On Device Research, Five Ways Mobile Devices Have Changed the Way Americans Consume Media, Mobile Media Consumption Research, Q Sample size : 1,055.

11 Mobile does not mean remote Nearly all smartphone and tablet users (91% and 97%, respectively) report using their device at home the most widely used location for mobile activity 11 Source: Mobile s Role in a Consumer s Media Day: Smartphones and Tablets Enable Seamless Digital Lives ABI Research & IAB Mobile Center Link:

12 Smartphone and Tablet Use In Front of the TV Percentage of owners of each device who have used their device while watching TV in the past 3 months Tablet 81% Smartphone 70% 0% 20% 40% 60% 80% 100% Question: When, specifically, have you used your smartphone/tablet at home to access mobile data services in the last 3 months? 12 Source: ABI Research Survey, June 2012

13 Significant Mobile Phone Video Usage Happens At Home Q6 Diary: Where were you? In which room? Bedroom 43% At Home: 63% Front room/ Lounge Kitchen 35% 4% Bathroom 4% Dining room 2% Country: US Date: November 2012 Base: Total interactions ( Garden/patio etc 2% Source: Mobile Phone Video Diaries: Understanding Mobile Video Usage, IAB Mobile Center Study Prepared by OnDevice Research, Released November 2012

14 Apps v. Browser: Steady Relationship v. Casual Encounter Consumers use mobile web and apps in equal numbers Used Mobile Web Used Apps 50% 51% 0% 10% 20% 30% 40% 50% 60% Percentage of consumers using mobile capability But apps vastly dominate the time spent equation. Time using mobile web 18,5% Time using apps 81,5% 0% 20% 40% 60% 80% 100% Percentage of total time spent online on smartphones 14 Sources: Usage data: comscore, reported in TechCrunch, comscore: In U.S. Mobile Market, Samsung, Android Top The Charts; Apps Overtake Web Browsing, July 2, Data 3 month avg ending May Time spent data: comscore reported in betanews, The mobile web is dead, May, Data March 2012.

15 Mobile Internet Makes Everyday Activities Easier Mobile Use in Ordering Takeout and Delivery 15 Source: IAB and Viggle Mealtime Goes Mobile Survey, January 2013,

16 Mobile Ad Revenue: Growing But Could Be Faster 17

17 Where Consumers Go Ad Revenue Follows Asia-Pacific US$1.9B North America Europe Latin America US$0.19B US$1.4B US$1.7B Display Search Messaging Middle East & Africa US$0.17B $0 $500 $1 000 $1 500 $2 000 $2 500 Mobile Ad Revenue, Year-End 2011, in US$ Millions 18 Source: IAB-US Mobile Center, IAB Europe, IHS ScreenDigest, Global Mobile Advertising Market Valued at $5.3 Billion ( 3.8 Billion) in 2011, June 6, 2012

18 US Mobile Ad Spending Shows Strong Growth 19 Source: emarketer Press Release Sept. 5, 2012, emarketer: Twitter Tops Facebook in US Mobile Ad Revenue. Link:

19 US Dollars, Billions US Mobile Ad Revenue Not Keeping Pace With Other Media $5,0 $4,5 $4,0 $3,5 $3,0 $2,5 $2,0 $1,5 $1,0 $0,5 $0,0 $4,62 $3,70 $2,16 $2,16 $1,92 $1,01 $0,91 $1,17 $0,81 $0,36 $0,27 $0,39 $0,06 $0,08 $0,16 Year 1 Year 2 Year 3 Year 4 Year 5 PC Internet Broadcast TV Mobile 20 Broadcast TV PC Internet Mobile Source: The Future of Mobile Ads, Presentation by Henry Blodget, Business Insider. Data from: IAB, McCann-Erickson, BIA-Kelsey, BII Estimates. Note: Adjusted for inflation

20 Average Revenue Per User (US$) Mobile Revenue Much Less Than PC Revenue 21 $70,00 $60,00 $50,00 $40,00 $30,00 $20,00 $10,00 $0,00 Online radio, ad supported. $25,00 $6,62 $3,87 $5,00 $58,95 $17,61 Pandora Zynga Tencent PC Revenue Social games, ads plus micropayments Mobile Revenue Chinese portal site; revenue per paying user Source: Internet Trends, Presentation by Mary Meeker, KPCB, at D10 Conference, 5/30/2012. Note: Zynga mobile revenue estimated by KPCB. All data as of 5/12. Sources: Pandora, Tencent, Zynga.

21 Industry Challenges Barriers to Entry and Growth 22

22 Marketers See Significant Mobile Advertising Challenges 23 Source: Marketer Perceptions of Mobile Advertising, IAB Study conducted by Ovum, July 2011, n=300

23 To Realize Mobile s Potential We Need To: Make mobile content easier to create. Make mobile advertising more engaging, fun, and interesting. Make mobile advertising easier to buy. Demonstrate mobile s value in a crossscreen, cross-media world. 24

24 Scaling Content is Difficult BlackBerry Curve x480 Motorola Droid RAZR 960x540 Apple iphone 4S 960x640 Amazon Kindle Fire 1024x600 Apple iphone x640 Samsung Galaxy Note 1280x800 Apple ipad (new) 2048x1536 Note: Devices chosen as examples to highlight range of screen sizes (measured in pixels) in US market currently. Images not to scale. Sources:

25 Creating Mobile Content Key Decision Points Include: Content type: Apps versus Mobile Web versus both. Operating system: Android? ios? Windows 8? BlackBerry? Device Type: Tablets? Smartphones? Hybrids? Not-smart-phones? It s hard to do all of these well simultaneously. 26 IAB Mobile Marketing Center of Excellence

26 Creating Mobile Content New Technologies Will Help Responsive Design: A set of technologies that enable web servers to change content elements and layout in response to the screen size of the requesting device. HTML5: The next-generation standard for creating web content. Enables very rich, app-like experiences without needing to design native apps for each and every device/operating system. 27 IAB Mobile Marketing Center of Excellence

27 Static Banners v. New, Rich 300x50 Static Banner Improving Mobile Ads Units IAB Mobile Rising Stars 28

28 Improving Mobile Ads: Case Study Ubisoft Branded App Sells Dance Game 29 IAB Mobile Marketing Center of Excellence

29 Improving Mobile Ads: Case Study Nokia Lumia Launch on Mobile 30 IAB Mobile Marketing Center of Excellence

30 Make Buying Easier Advertisers Needs Same in mobile as in any other medium. To reach a desired audience (people who will be interested in their product/service) To reach them with a relevant message the audience will like or respond to To reach everyone in that target audience easily and efficiently To be able to measure the outcomes of that advertising campaign. Did it work? 31 IAB Mobile Marketing Center of Excellence

31 Make Buying Easier Several Ways to Buy Direct: agency buys directly from a media company/publisher ad sales force. Network: agency buys via an ad network, which aggregates ad inventory from a large number of publishers Exchange/Real Time Bidding: agency buys ad inventory as it becomes available by bidding using automated systems 32 IAB Mobile Marketing Center of Excellence

32 Make Buying Easier Mobile s Complex Landscape We need a simpler story to tell about the path connecting marketers and consumers! 33 Source:

33 Mobile & Cross-Media Multiple Devices Contribute to Purchases 34 Source: Google, The New Multi screen World: Understanding Cross- pla1orm Consumer Behavior, Released August 2012.

34 Mobile & Cross-Media Ads Tap Into Co-Viewing TV ad campaigns use Shazam and other technologies to encourage users to interact via mobile. 35 IAB Mobile Marketing Center of Excellence

35 Research and Education Needed We intuitively believe that someone who sees an ad campaign on their TV, PC, and smartphone will be more likely to recall that ad. Mobile & Cross-Media IAB has launched a major research effort to prove and quantify ad synergies. 36 IAB Mobile Marketing Center of Excellence

36 IAB Mobile Center Concluding Thoughts Mobile data is transforming the way people live. Where the people are, advertisers will go eventually. But we have work to do to make mobile more media and ad-friendly. The pace of innovation in mobile media shows no signs of slowing: lots of new exciting developments to come! 37 IAB Mobile Marketing Center of Excellence

37 Thanks! 38 IAB Mobile Marketing Center of Excellence

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