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Fast Facts: Mobile Advertising Growth

In today’s agile marketplace, advertisers and publishers

need to build a consistent customer experience across

all connected devices and platforms, including Mobile.

Mobile’s rapid rise impacts the way business is done and

ignites significant growth potential.

Here are some insights and ideas to consider when

developing your mobile strategy.

Mobile Reach Increasing—Why Mobile and Why Now?

Sources: ¹European Journal of Scientific Research, 2010 ²IAB Europe MediaScope Europe, 2012 ³eMarketer, July 2012 4Portia, April 2012

Mobile phone usage¹ 92%

84%

52% OF MOBILE USERS ACTIVELY BROWSE

THE INTERNET ON THEIR DEVICES

EU users average

TIME via mobile² 9.4

Hours/Week GROW TO 400 MILLION

EU users accessing

INTERNET through mobile

Adults who own a SMART PHONE

EU² US³

48%

44%2011 REGIONAL MOBILE PENETRATION

131%102%

100%77%71%

Worldwide 86%4

in 2012

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The Rise of Mobile Impacts Consumer Media Consumption and Behavior

There will be 7.1 BILLION connected mobile devices worldwide by 2015¹

SEARCH

of all US mobile owners used search on their phone in January 2011, up from 16% a year earlier

DISPLAY

US smartphone users whomade a purchase via PC after viewing a mobile ad6

VIDEO

tablet users view video content almost daily.³

SOCIAL

37% of EU mobile owners use their phones to check social networks²

Sources: ¹Socialtimes.com, “How Mobile Devices Have Redefined Media Consumption,” April 9, 2012 ²IAB Europe, MediaScope 2012 ³US ComScore June 2012 4eMarketer, July 2012 5WebProNews.com, June 2012 6Nielsen “Counting Today’s Mobile Consumer,” July 2012 7Marin Software, “State of Mobile Search Advertising in the U.S. 2012”

22%

Mobile Advertising is a Growing Opportunity

GLOBAL MOBILE AD SPEND WILL REACH $6.4 BILLION IN 20124

THE TABLET MARKET WILL GROW 91.7% IN 20125

SMARTPHONE CTRs ARE 72% HIGHER AND TABLET SEARCH AD CTRs ARE 31% HIGHER VS. DESKTOP SEARCH ADS7

82% OF EU BUSINESSES WILL INCREASE THEIR MOBILE AD SPEND IN 20124

11%9%

E-COMMERCE

11% of EU mobile owners use their phones to buy online and 9% buy online via an App²

22%

1 in every 10

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Advanced Mobile Technology and Analytics Provide Competitive Advantage

ENGAGEMENT

INTERACTION

ROI TRACKING & REPORTING

Mobile advertising increases message relevancy and drives direct response, enabling reach to consumers across screens.

Despite fragmentation, new technology enables market-ers to effectively analyze campaign information and optimize strategies across devices and platforms.

New technology facilitates pinpoint targeting, including age, gender, interests/behav-ior, device type, operating systems and more.

For every dollar spent on Mobile in 2012¹

Mobile QR codes are rapidly gaining popularity. They allow marketers to leverage the visual engagement of print ads and drive user actions.

TARGETING

INNOVATIONAdvertisers can target their campaigns to appear on mobile devices within a given distance of one of their outlets, using mobile advertising to drive offline sales. Users clicking on a mobile banner can redeem coupons to use in-store at the point of sale.

Source: ¹DMA “Power of Direct Marketing, 2011-2012”

$1 $11.37

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Challenges/Questions About Mobile

WHY IS A MOBILE STRATEGY IMPORTANT?

It is important to engage with your audience in the most effective way, and reach them where they are consuming media. More and more, this involves mobile devices. In terms of advertising, co-branded cross-channel promotion has shown to be the most effective approach for advertisers, who increasingly look to add Mobile into their media mix.

WHY SHOULD I HAVE A MOBILE SITE?

With mobile consumption sky rocketing and 77% of companies globally boosting investment in the mobile channel,² companies should consider expanding and enhancing their touch points by including Mobile sites.

WHY SHOULD I CREATE A CUSTOM APP?

Apps allow publishers to foster brand awareness, enable greater customer loyalty, promote offerings and interact with users individually, giving them easy access to offerings and services.

WHAT IS THE BEST FORMAT TO USE FOR MOBILE WEBSITES?

HTML vs. Flash—Adobe Flash powers the majority of desktop ad-vertising, however, the reverse is true with mobile. The majority of mobile websites do not support Flash and cannot read Flash websites or ads. Mobile sites must be built in HTML to be WAP (Wireless Application Protocol) accessible.

WHAT IS THE BEST FORMAT TO USE FOR MOBILE ADS?

CBS TV CITY MEDIA LAB STUDY

When complementing TV advertising with mobile:■■ Brand recall was 69% higher■■ Purchase intent increased by 72% ■■ 5.5 times more effective at driving search

Comparing cross-screen viewers to TV only viewers¹

WHAT ARE THE TOP THREE MOBILE PLATFORMS?

ANDROID GOOGLE

PHONE³ 59%TABLET4 36%

iOS APPLE

PHONE 23%TABLET 63%

BLACKBERRY RIM

PHONE 6%TABLET 1%

Sources: ¹Nielsen “Cross-Platform Video Ad Effectiveness Study” conducted by AdColony, April 2012 ²eConsultancy 2012 ³IDC Worldwide Mobile Phone Tracker, May 24, 2012 4IDC global tablet forecast 5Jumptap, 2012

Pre-roll Video

AVG CTR5

Creating ads for desktop campaigns is positively simple compared to mobile. While online campaigns rely heavily on 3 sizes, mobile web uses many more variations.

Interstitial

Geo- localized

adsClick-to ads

Traditional Standard Banner

0.5% 0.5%0.7%

0.9%

1.5%

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Mobile access is growing globally year-over-year and the demand for mobile content is at an all-time high. As mobile device adoption reaches critical mass, companies need to have a mobile strategy on their radar as a new channel to reach customers, appeal to advertisers, and accomplish their goals. Below are our top tips for your mobile strategy:

FOCUS ON STRATEGY, NOT TACTICS

GET TO KNOW YOUR AUDIENCE

PICK A TECHNOLOGY PLATFORM

Don’t build a mobile site or app because that’s what others are doing.Determine how your business can use mobile to enhance users’ experiences as well as drive business and advertising growth.

Understanding this will help you to develop a long term strategy that aligns with your customers’ needs.

Evaluate how people use mobile technologies in their daily lives. Is your target audience tech-savvy? What is their relationship with your brand and how do they communicate with it?

Answering these questions is the key to building a mobile strategy and experience that will resonate with your audience.

There are many options in the marketplace so it all goes back to understanding your target audience. What mobile devices do they use? Do they use smartphones or tablets? Android or iOS?

Understanding the answers to these questions will drive what technology platform is best for your strategy.

MOBILE SITE Keep your mobile site simple. Use traditional site analytics to see which pages are most used. Avoid heavy graphics and keep scrolling to a minimum.

MOBILE APPLICATION Assess the pros and cons of mobile apps to determine if a mobile app is right for your business. Users spend more time with mobile apps than the web (mobile and desktop) and are generally more engaged. Content is another factor to consider. How are users going to interact with your business on mobile devices?

Mobile devices are changing the digital landscape and the way in which users interact with digital media

Conclusion