The document discusses the past, present, and promise of mobile advertising. It summarizes that in the past, mobile usage focused on phones but is now expanding to tablets. Currently, most mobile activity involves social media, entertainment, news, and utilities. There is a shift to rich media and relevancy based on user data to improve targeting and ROI. The future promise lies in new formats that drive awareness, interest, desire, and action among mobile users.
3. @arnopeperkoorn @theappsnack
How do we know anything about this stuff?
Appsnack helps brands and their agencies build rich, engaging, app-like creative experiences
that reach audiences at scale, across mobile and tablet.
Appsnack is a division of Exponential Interactive – a global provider of
advertising intelligence and digital media solutions. Exponential
provides Appsnack the ability to leverage:
•A presence in more than 26 countries
•700+ employees worldwide
•The e-X Advertising Intelligence Platform
•Exponential’s massive proprietary database
•More than 450m unique users every month
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4. @arnopeperkoorn @theappsnack
II give you the
give you the
tablet
tablet
P1 Past
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5. @arnopeperkoorn @theappsnack
We’ve changed... Or at least how we consume media has
• In 2012, approximately 68 million people will access the internet from a mobile
device in the EU-5 countries
(Western Europe Mobile Ad Spending, eMarketer, February2012)
• Of 117 million in the USA who have smartphones, approximately 80% were using
them for shopping activities
(Digital Shopping, Nielson, October 2012)
• Globally, there were 181 million blogs by December 2011 compared to 36 million
in December 2006
(State of the Media, Nielsen, Q4 2011)
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We don’t have their full attention anymore
77%
49%
use another device while watching TV (Google)
while using a smartphone (Google)
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As the audience is multi-device, we need to be too
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Smartphones and tablets are gaining on PCs
• 75% of smartphone users in Europe used a mobile to go online in
October 2011
• 62% increase on the previous year
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And Apple isn’t dominating the market
European smartphone users favour
Symbian
(comScore, Connected Europe)
USA smartphone users favour
Andriod (Zingbroadband.com)
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And Europe’s growing faster than everyone else
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So how are we using tablet and mobile?
Smartphones Tablets
Flurry Analytics, Sept 2012
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The top 10 apps for 2012
1. Facebook • So we’re really...
2. PhotoSynth o Socialising (Facebook,
PhotoSynth, Skype)
3. Run Keeper
o Entertainment (Movie by
4. Pulse
Flixter, Tone Pad)
5. Dropbox o News (Pulse, National Rail
6. National Rail Enquiries Enquiries, Thomson Reuters
7. Skype
News Pro)
o Utility (RunKeeper, Drop Box)
8. Movie by Flixter
9. TonePad
10. Thomson Reuters News Pro
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19. @arnopeperkoorn @theappsnack
But we’d prefer to be advertised to rather than pay
• 73% of tablet users would not
pay a subscription but would
accept advertising on a site
BUT
• 52% would prefer to be invited to
the advert rather than it invading
the screen
IAB UK, Three Device Lives: Tablets in Content
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Right now, we’re putting what we know onto mobile
Display advertising
124% in UK
on mobile the fast
growing ad format in
Europe
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Relevancy: transform data into intelligence
Aggregate over with associated attributes
Segment users 2 billion daily datatopics
Contextualize based on 50,000 events
Content Location Demographics Device All of the above
The right
I am into fine person, in the
I’m a 35 years I own an
wine and in the I live in right place, at
old and married iPhone
market for a Chicago, Il the right time
with 2 children and iPad
luxury car alongside the
right content
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29. @arnopeperkoorn @theappsnack
Relevancy: transform data into intelligence
Effective targeting requires scale
...with access to thousands of publishers acrossusers
Reach more than 450 million unique monthly mobile
and tablet
worldwide…
Content Location Demographics Device All of the above
The right person,
I am into fine in the right
I’m a 35 years I own an
wine and in the I live in place, at the
old and married iPhone and iPad
market for a Chicago, Il right time
with 2 children
luxury cars along the
right content
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31. @arnopeperkoorn @theappsnack
ROI – so what should we measure?
To ensure campaign success and that all objectives are met, it is essential to employ back-
end analytics detailing all user engagement.
Awareness
Awareness • Reach & Frequency reports
Interest
Interest • Brand lift studies
(e.g: Vizu)
Desire
Desire • Interaction Rates
(e.g. Click to site, time spent, social activity)
Action
Action
• Conversions
(e.g: Purchase, sign up, voucher request)
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Then again, we could be wrong...
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Thank You
For more information please contact:
Arno Peperkoorn ﺍmanaging director, The Netherlands, Exponential
arno.peperkoorn@exponential.com
www.appsnack.com
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Notas del editor
The way that we consume media has changed, it’s got more complicated and key to that has been digital but more importantly instant digital through mobile and tablet
We’re now also dividing our attention – 77% watch TV with another device, for 49% that’s a smartphone and for 34% it’s a PC/laptop device In fact 90% of us use multiple screens to accomplish a goal – 67% shopping, 46% managing finances, 43% travel bookings
On smartphones, we see a high amount of gaming (39%) and social networking (24%) and on tablet gaming (67%), social networking (10%) and entertainment (9%) So how are people using their smartphones and tablets? And how can we utilise it?
Take over user screens with engaging expandable banner experiences
Reach & Frequency reports to show your message has been seen by the right audience Gauged by running brand lift studies (e.g: Vizu) Click to site, engagement measurement, time spent, video completion rates, expansion rates, social activity, games played, etc. Purchase, sign up, voucher request, calendar entry, take a test drive,