1. Rachel Robinson – Head of Mobile

2. The internet has evolved

3. The digital formats of the future will be mobile
0%
5%
10%
15%
20%
25%
30%
May 2009 May 2010 May 2011 May 2012 May 2013 May 2014 May 2015
Mobile traffic growing 1.5x per year
Source : Statcounter global stats, 5/13

4. Although there are some barriers at the moment
Source: IAB Snapshot Research
2012 (353)

5. In the next few years, mobile investment will be unavoidable
£19.4m
£51.0m
£153.1m
£165.7m
£196.7m
£465.0m
£825.1m
£28.6m
£37.6m
£83.0m
£203.2m
£526.0m
1998 1999 2000 2001 2002 2003 2004
Online Adspend Mobile Adspend
SOURCE: IAB / PwC Digital Adspend 2012
2008 2009 2010 2011 2012 2013? 2014?

6. It would be easy to get overwhelmed

7. When we just need to be selective

8. Look at user behaviour and develop an approach based on insight

9. A combination of context and technology creates opportunity
Context Technology

10. Display formats that let you interact in a way that feels intuitive
13% increase in spontaneous awareness
from ‘touch’ ads (vs ‘mouse’ ads)
Source: PHD 2013

11. Getting the right balance between impact and experience is key

12. Delivering a consistent experience across devices

13. Location based offering consumer value

14. Mobile video audience is growing YOY

15. Mobile, social ads are already proving successful
Interaction Rate: 66%
Dwell time: 154 secs
Source: PHD/Celtra 2013

16. New formats will be created to integrate with wearable tech

17. Even the way we measure success is being shaped by user behaviour

18. So what does this all mean…
• User behaviour will define future formats
• Challenges and opportunities
• Context and technology need to work together
• Formats don’t quite match expectations…yet
• A lot of exciting developments on the horizon

19. Thank You