The smartphone in the sales funnel

The smartphone in the sales funnel

We create better brand advertising It all starts and ends with the consumer. We close the gap between brands and people. Bringing brand advertising effects and partner incomes alike.

ENGAGING FORMATS BRAND ALGORITHM BRAND ENGAGEMENT PREMIUM PLACEMENTS

Widespace at a glance Founded 2007 223 staff in 10 countries 500+ partners across Europe 102m Uu /m in reach = 50% of smartphone users in 11 countries Mobile Advertising Technology Leader 100+ R&D & data scientists

The mobil mind shift

The Mobile Power

15 minutes after waking up in the morning 89% of 18-24 year olds have checked their phones

During the day, they will check it 212 times

Consuming 12h 14m of media every day

Where 50% is digital

Because 91% have their smartphone within arms length

That s why precautions became necessary

Focus is shifting! 84% of TV viewers use another screen

If they watch. 24% of 5-year olds have access to a tablet

Mobile usage is high during the day and increased tablet usage in the evening

1.9 billion smartphones today 80% 70% 60% 50% 40% 30% 20% 10% Smartphone penetration Prediction on smartphone growth next 5 years: +16.7% Cisco 0% 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Western Europe Central & Eastern Europe Asia Pacific North America Central & Latin America Africa & Middle East Source // GSMA Mobile Economy, Cisco

Scandinavia is leading the change Smartphone penetration (Percentage of mobile phone users) 80% 93% 79% 91% 75% 91% 76% 93% 74% 85% 72% 82% 68% 89% 64% 82% 63% 79% 63% 72% 58% 72% Denmark Norway Sweden Netherlands U.K. U.S. Germany France Finland Spain Italy 2015 2018 Source // emarketer

Time Spent vs media investment Percentage of ad spend and media consumption 3,6% 19,0% 11,1% 10,0% 37,2% 45,0% 24,4% 22,0% 23,8% 4,0% Print Radio TV Internet Mobile Time Money Source // Advertising from IAB full year 2013 (U.S.) emarketer Share of Time Spent, April 2014

2014 - Mobile media time beats TV Mobile Time Spend vs. TV 180 US daily average (min) 168 158 168 162 168 177 168 135 109 90 45 0 Q1 2012 Q1 2013 Q1 2014 Q3 2014 Source:Flurry Analytics, 2014

And media investments will follow 180 150 120 90 60 30 0 Mobile internet ad spend ($ bn) Mobile share of total digital ad spending 62,9% 56,6% 48,4% 37,7% 27,5% 15,6% 2013 2014 2015 2016 2017 2018 Global mobile ad spend estimated at $158bn in 2018 Source // emarketer

The new brand advertising channel

A common (mis)conception is that mobile exposure is the last step in the consumer journey, and consequently will bring measurable conversions.

Television on decline

6.7% television viewing decrease last two years 22.4% drop in viewing among W15-19 last year Source // MMS (Mediamätning i Skandinavien)

Less viewers. Less focus. 84% of viewers use a second screen 62% Looking at unrelated content 38% Looking at related content Source // Millward Brown Adreaction 2014 (Global market, Sweden not included)

TV & Mobile synergies Results from Widespace s AdSync In average + 30% stronger effects with AdSync Audience Exposure No exposure Awareness, Preference, Purchase intent No effect TV Strong effects Mobil Strong effects AdSync Source // Widespace internal data from TV sync advertising, 2014 VERY strong effects

Twice the power of desktop Over a third had interacted with a mobile ad in the last four weeks +59,5% Ad awareness +12,7% +7,9% Aided brand awareness +3,0% +47,8% Message association +11,8% +6,1% Brand favorability +2,6% +8,4% Purchase intent +2,9% Source // BBC Wolrd News and Millward Brown Affluent Connection 2013

Case

Pan-european campaigns

Canada Goose Challenge Re-engage and deepen the relationship with the Scandinavian audience. Solution Split Video Takeover format showcasing the Real Stories Exploring The Spirit of Friluftsliv 30 driving users to the campaign hub for further exploration. Result Widespace were the exclusive Pan- Euro mobile partner for Canada Goose reaching 10 million unique/users per week in the Nordics.

VIDEO TAKEOVER

How mobile drive sales in stores

Hesburger Challenge Drive traffic to the restaurants. We were extremely happy for the campaign results and coupons Solution A Passbook campaign with coupons for instant download. User gets a notice when close to a were used in almost every one of our 286 restaurants throughout Finland. Hesburger restaurant. Hesburger Marketing Manager, Pauliina Fredriksson Result Over 25 000 coupons were downloaded by 800 000 users exposed to the campaign.

PASSBOOK

Patrik Fagerlund patrik.fagerlund@widespace.com