1. Mobile planning and buying - the
agency world view

2. Total mobile market 2010
Source: IAB / PwC mobile display ad spend survey 2010

3. Total mobile market 2010 vs 2009
like-for-like
Source: IAB / PwC mobile display ad spend survey 2010

4. 99% of agencies spent on mobile in
2010
In 2010, what % of the total DIGITAL ad spend, that your agency influences, is for mobile?
56%
2009 2010
46%
30%
22%
13% 14%
5% 6%
4%
1% 2% 1%
0% 0% 0% 0% 0% 0%
0% Between 1-5% 6-10% 11-20% 21-40% 41-60% 61-80% 81-100%
0% and 1%
Source: IAB Snapshot Research
Base: 2009 (106) ; 2010 (160)

5. The average mobile campaign in 2010 cost
£33,912
Source: mobileSQUARED

6. 67% of agencies spend a day or more
planning and buying mobile campaigns
Source: mobileSQUARED

7. Need to make the planning & buying
process easier
Average mobile campaign is £33,912
Agency would take 10-15% of
campaign spend
=
£5,086
Source: mobileSQUARED

8. Major hurdles for agencies include
tracking and third party ad serving
Source: mobileSQUARED

9. 94% of agencies agree the lack of 3rd party
adserving is damaging to the industry
Source: IAB Mobile Adserving Directory

10. Though there is a gap in agency &
publisher opinion on the issue
Source: IAB Mobile Adserving Directory

11. The IAB has produced a Mobile Adserving
Directory to help push this forward
• Report includes:
→ Agency opinions towards mobile
adserving and ad tracking
→ Individual publisher information &
current capabilities in mobile
adserving and tracking
→ Individual adserver status and
reporting capabilities in mobile
adserving and tracking
→ Overall industry opinion towards
mobile adserving and ad tracking
http://www.iabuk.net/en/1/mobileadservingdirectory.html

12. Mobile Adserving Directory-
Adservers
• Of the 6 we surveyed
• All of them have mobile products or have plans for
them in the next 12 months
Source: IAB Mobile Adserving Directory

13. Mobile Adserving Directory-
Publishers
• Of the 24 we
surveyed
• 67% can do third
party adserving now
• 21% will be able to
Source: IAB Mobile Adserving Directory
do so in the next 12
months
• 13% can’t do it

14. The outlook for 2011 is good..
By what percentage do you expect the average spend for mobile
(and mobile element of a campaign) to increase in 2011?
Average mobile
campaign spend
in 2011 is
expected to
increase to
£38,752, up by
14.3% on 2010.
Source: mobileSQUARED

15. 88% of agencies think mobile will be the fastest
growing medium for the next 5 years
2009 2010
88%
73%
Mobile will be the fastest growing media for the next 5 years
Source: IAB Snapshot Research
Base: 2009 (106) ; 2010 (160)

16. Conclusions
• 99% of agencies do some form of mobile & £83m was
spent on mobile in 2010
• The process of buying and planning mobile is time
consuming, and user tracking and adserving are major
hurdles
• Publisher and Adserver data from the IAB Mobile
Adserving Directory shows industry progress
• 2011 looks positive as agencies predict an increase of
14% on mobile campaigns