Date post: | 14-May-2015 |
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What is mobile?IAB Mobile Marketing Center of Excellence
IAB’s Mobile Marketing Center of Excellence
• Launched in December 2010• Think of the Mobile Center as “a mini IAB
within the IAB”• Goal: drive growth of the mobile advertising
marketplace and of our members’ share of mobile marketing spend
• Five Mobile Center staff, led by Anna Bager, IAB’s VP of Mobile
• Separate Mobile Center Board of Directors, which reports to overall IAB Board
IAB | Mobile Marketing Center of Excellence
IAB Mobile Marketing CenterBoard and Supporting Members
Current as of July 19, 2013
What is Mobile?IAB Mobile Center
What is Mobile?
• It’s a device• It’s a network• It’s an operating system• It’s a technology• It’s a business model• It’s a medium• It’s a platform• It’s a buzzword
IT’S HOW WE LIVE OUR LIVES
Mobile Is Everywhereand Everything
IAB | Mobile Marketing Center
Defining “Mobile First”
• Mobile First is often described in terms of business strategy—it’s how media companies should think.
• But Mobile First is really about how consumers with smartphones and tablets are living their daily lives.• It’s about a behavioral and social change
• These changes create challenges and opportunities for companies seeking a consumer audience
Or No Screen At All
And We Don’t Use Screens One at a Time
77% of the time when we’re using a TV, we’re using another device
49% with a phone | 34% with a PC/laptop
57% of the time when we’re using a smartphone, we’re using another device
29% with a television | 28% with a PC/laptop
Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
Information Gets More Subtle and Pervasive
Screens Can Bring Families Together
Percentage of Use In Home
Source: Council for Research Excellence
Smartphone Tablet
82%64%
Or Keep Us Company When We’re Alone
Smartphones Enable Shared Personal Experiences
Mobile is Changing Etiquette
And Changing How We Shop
For Small Children, Magazines are Broken Tablets
Mobile in a Word:Marketers’ Views
Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for release Sept. 2013, n=301
Marketers Report Strong Budget Increases from 2011-13
Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for release Sept. 2013, n=301
Marketers Expect Continued Mobile Budget Growth
Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for release Sept. 2013, n=301
Cost Effectiveness, Engagement, and Reach Top
Mobile Benefits
Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for release Sept. 2013, n=301
Top Mobile Challenges Remain, But Urgency Abates
Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for release Sept. 2013, n=301
Global Mobile Ad Revenue Nearly Doubled in 2012
Source: Global Mobile Advertising Revenue: Display, Search, Messaging 2011 & 2012 Across Regions, Report prepared by IHS Electronics & Media for IAB and IAB Europe
Euro
s B
illio
nsGlobal Mobile Ad Revenue (US$B)
We won’t realize the full potential of mobile advertising until we begin to develop advertising applications around the full suite of emerging mobile behaviors.
Think More Precisely About Mobile Users
PassiveActive
Not moving
Moving
In home
Out of home
Calm Agitated
Understanding mobile behaviors means understanding the larger ecosystems in which mobile devices are used.
Let’s not treat mobile like the web, only smaller.
How to Win at Mobile?• Move quickly to understand emerging
behaviors• Don’t make the same mistakes• Move beyond channel-based thinking• Research emerging behaviors to establish best
practices for advertising in a multiscreen world
• Build the case for attacking offline ad budgets• Break free of the silo• Innovate broadly for multiple contexts
And small devices can make big changes
Thank you!IAB Mobile Marketing Center of Excellence