PowerPoint Presentation

GABRIEL PATRUHEAD OF STRATEGY @MEC ROMANIAFROMTOUCHPOINTTOBEHAVIOR

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WHAT DOES MOBILE MEAN?

APP. 4 MIL SMARTPHONES SOLD IN 2015 ALONE

1 IN 3 SOLD SMARTPHONES ARE 4.5 INCHES WIDE

7 TO 30 GIGA OF DATA AVAILABLE ON THE GO

SMARTPHONESThe todays answer is

IT IS TODAYS BIGGEST AGENT OF CHANGE FOR THE A DAY IN LIFE OF THE CONSUMER

THE SCREEN FOR 86% OF THE FB ACCOUNTS

AN INCREASING DRIVER OF VIDEO CONSUMPTION

THE SCREEN USED BY 1 IN 4 UNDER 35s FOR SEARCHING INFO ABOUT PRODUCTS

Source: GroupM / Consumer Barometer

SMARTPHONES ARE THE CONNECTIVE TISSUE

REFRAMING THE MEDIA ECOSYSTEM

OTHER SCREENS MATTER TOO BUT 5

AND THE ROMANIAN USER IS LEADING THIS TREND

Source: MEC Regional Multiscreening Study, NOV. 2015

YET, BRANDS ARE MISSING THIS OPPORTUNITYSource: MEC Regional Multiscreening Study, NOV 2015/3 out of 9TVCs in Romania do invite viewers to brands online assetsWho address the invite have mobile friendly online assets available1 in those 3

Overall only 20% of TV ads in Romania are relevant to viewers in the context of multiscreening.

53% are experiencing issues when accessing websites via their smartphone

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MOBILE AS CONNECTIVE TISSUE (XAXIS Sync)

RELEVANT FOR Romania in 2016, done in Brazil in 20148

MOBILE AS CONNECTIVE TISSUE CASE STUDIES

RELEVANT FOR Romania in 2016, done in Brazil in 20149

AS USERS, WE EXPERIENCE THE WORLD THROUGH A DIGITAL LENS

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WE LIVE IN A CONSTANT AMBIENT MOBILITY ACROSS MULTIPLE SCREENS

There were 1.9 screens connected to internet per person in .ro (2015)

Source: Consumer Barometer 2015

THE REALITY IS WE LIVE IN A CONSTANT AMBIENT MOBILITY ACROSS MULTIPLE SCREENS ACKNOWLEDGEING THIS WILL change THE PERSPECTIVE FROM MOBILE AS TOUCHPOINT TO MOBILE AS BEHAVIOR

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WHATMOBILE WILL MEAN TOMORROW?

mobile becomes about rapidly changing consumer behavior in a rapidly evolving digital world

mobile will not be about the smartphone, or the screens for that matter

WE ARE RAPIDLI APROACHING THE DUMB SCREEN ERA, SO THE GLASS BECOMES OBSOLETEACKNOWLEDGEING THIS WILL change THE PERSPECTIVE FROM MOBILE AS TOUCHPOINT TO MOBILE AS BEHAVIOR

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GABRIEL PATRUHEAD OF STRATEGY @MEC ROMANIATHANK YOU

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