eMarketer Webinar: Key Trends in Mobile Advertising

© 2015 eMarketer Inc.

Key Trends in Mobile Advertising: Milestones,

Misconceptions and ‘The Message’

Cathy Boyle

Senior Analyst, Mobile

June 11, 2015

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Agenda

Two big shifts in ad spending

Key differences between mobile and desktop advertising

Four common misconceptions

The state of mobile creative—getting the right ad to the

right person


Two Significant Shifts in

Ad Spending Will Occur


1. Mobile

search ad

spending will

exceed

desktop

search ad

spending for

the first time

in 2015

Mobile

tipping point


Factors fueling mobile search ad spending

Mobile’s increasing share of key search metrics

Search engines have made mobile advertising easier

Product listing ads (PLAs) are available and popular on

mobile

Advertisers are getting better at setting objectives for

smartphone search campaigns

Better attribution tools are coming to market


2. Display ad

spending will

also tip

toward mobile

this year

Mobile

tipping point


Factors fueling mobile display ad spending

Rapid growth of mobile-social ad spending

Increased availability of mobile rich media and mobile

video inventory

Increased interest in those more immersive ad formats

among brand advertisers


Key Differences

Between Mobile and Desktop

Ad Spending


Mobile advertising includes two categories of

spending that do not exist on desktop

1. Spending by channel 2. App-install spending

VS.

app web


In total, US advertisers spend more on

advertising in apps than on mobile websites

72% of mobile

ad dollars will

be spent to

advertise in

apps in 2015

But spending in

both channels

will increase by

double-digit

percentages


Mobile app install ad spending is not as big a

share of mobile ad spending as many believe

10.4% of total

mobile ad

spending in 2015

Nearly 20% of

mobile display

ad spending

The share of spending is minor, but the

total amount spent on app installs is not


Common Misconceptions


Misconception #1: Immersive brand experiences

are limited to desktop

“Mobile is a creative

wasteland of tiny

banners”

Mobile rich media and mobile

video ads will generate nearly half

of US mobile ad revenue in 2015

Source: eMarketer, Sept 2015

Banners52%

Rich Media30%

Video18%


Mobile video

consumption

is on the rise,

and with it

comes more

immersive ad

opportunities “We are seeing great momentum in mobile

advertising on YouTube.

Mobile revenue on YouTube is up

more than 100% year-over-year.”

—Omid Kordestani, Google’s interim chief business

officer and special advisor to the CEO (Source: Google’s Q4 2014 earnings call)

“Globally, over 65% of Facebook video

views occur on mobile. Marketers have

followed this trend and are using video to

help people discover and learn about their

brands.”

—Sheryl Sandberg, chief operating officer at

Facebook (Source: Facebook’s Q4 2014 earnings call)


“One big misconception is mobile search is just an

extension of what you’re doing on desktops and

laptops. In the era of automatic mobile opt-in, it’s

very easy to not pay attention to the

specific strategies you should be doing on

mobile. But that’s not going to drive success.”

—Jeremy Hull, director of bought media at iProspect

“Advertisers are still shrinking online ads and using

them in mobile vs. coming up with breakthrough

ways of engaging users on those devices. You

really have to understand what the user

experience is and engage with mobile

users in the right manner.”

—Maria Mandel Dunsche, vice president of marketing

and media innovation for AT&T AdWorks

Misconception #2:

What works on

desktop will work

on mobile


But treating mobile

the same as

desktop is a

mistake that keeps

getting repeated

62%

38% Did NOT designmobile-specificcampaigns

Designed mobile-specific campaigns

Despite having intentions to

create mobile-specific

campaigns in 2014, a majority of

marketers polled did not.

Campaign Tactics Used by

US Marketers in 2014

Source: offerpop, “The State of Digital

Marketing Trends, The 2015 Report”


Misconception #3: It’s impossible to track

consumers outside of desktop

Cookies work on most Android

devices for mobile web tracking

[And 52% of US smartphone

users have Android phones]

Apple’s Identifier for Advertisers

(IDFA) and Google’s Advertising

ID make in-app tracking

possible

Deterministic and Probabilistic

ID’s bridge channels and

devices

“Audience targeting isn’t

possible on mobile devices

without cookies”


Misconception #4:

Measurement is

only reliable on

desktop

Mobile is

“The Wild West”

64%

73%

49%


Multiple metrics

are used to

gauge the

effectiveness of

mobile

advertising


The State of Mobile

Creative


Getting the right message to the right person is

the key to success


A lot of

attention is

being paid to

getting the

message to

the right

person

(audience)


“Audience

targeting”

was the top

priority for

US and UK

marketers

polled by

Marin

Software in

Q4 2014


1. Facebook shifting to people-based advertising

2. Social logins enhancing audience profiles

3. Understanding people through places they visit

Advancements in several areas have improved

advertisers’ audience-targeting capabilities


Through Facebook, advertisers can target ads to

specific audiences, both on and off its platform

On Facebook:

Custom Audience tool

Off Facebook:

Audience Network (mobile websites)

Atlas (mobile websites)

LiveRail (mobile apps)


Social logins enable publishers to append robust

consumer information to ad impressions

Social logins are

increasingly

being used as a

means to

register with a

mobile app/site

In turn, a wealth

of demographic

information is

being shared


Data collected via social login can be put in

marketing-automation tools or DMPs to improve

targeting

“The social login allows you to capture

over 200 points of data—all

rich, profiled data—like whether

or not a person is married, where they

got their degree, and what their likes

and interests are.”

—David Scott, chief marketing officer for

customer identity platform provider Gigya


Location-based tracking/data has become

another means of building audience profiles

54% of the

US population

will use

location-based

services on a

mobile device

in 2015


In aggregate, the places a person visits over

time suggest a lot about who they are

“Because humans are creatures of habit,

looking at the snippets of location

information surfacing [from a mobile device]

over the course of several days, weeks or a

month reveals patterns that are strong

signals of the type of person using the

device.”

—Tyler Bell, vice president of product for Factual, a

location platform and data provider


Is the

development

of the brand

message (the

creative)

getting equal

attention?


Research

suggests it’s

not—at least

from an

investment

perspective

Only 19% of marketers polled

worldwide in November 2014

planned to increase their

investment in creative and design

over the next three to five years


Also, a

majority of

US creative

professionals

said they

were not

taking enough

creative risks

with their

projects


But consumers are willing to share personal data

for the creative teams to use

75% of US fitness

tracker users were

somewhat to

extremely

comfortable sharing

their personal data

for advertising

purposes


More than 40%

of US internet

users were

comfortable

with marketers

using multiple

types of

personal data

to increase

ad relevance


Unfortunately,

only 22% of

US digital

marketers

said they

regularly used

data signals

to adapt

brand

messages


To succeed, greater investment in the creative

message will be required


Conclusion: The mobile advertising puzzle is

quickly coming together

Mobile exceeds

desktop for search and

display ad spending

Ad format types are

improving

Targeting and

measurement

capabilities are

growing more

sophisticated

Attention now needs to

turn to “the message”

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved.

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Cathy Boyle

Key Trends in Mobile Advertising

Mobile Audience Targeting: Have Industry Advances Raised

Advertisers' Confidence Levels?

The State of US Digital Advertising 2015: Mobile Trumps

Desktop, People Trump Devices

Mobile Apps vs. Mobile Browsers: How Usage, Ad Spending

and Mobile Commerce Sales Differ by Channel

Mobile Display Ad CPMs: The Going Rates and the Inventory

Advertisers Value Most

Date post:	27-Jul-2015
Category:	Mobile
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