The growth of mobile devices has permanently changed the world of digital advertising. This deck offers a quick snapshot into some of the major changes that mobile has brought us - and what opportunities this brings.

1. MOBILE CHANGES EVERYTHING
Eric Franchi
Co-Founder and Chief Evangelist, Undertone

2. MACRO TREND #1: MOBILE DOMINATING DEVICE SALES
Mobile is outselling PCs
1.7 b vs. 350 m
1 BILLION
Smartphones shipped in
2013
200 mm
Tablets sold in 2013

3. MACRO TREND #2: MOBILE USAGE GROWING EXPONENTIALLY
1 Hour
on smart-phones
per day
30 Min
on tablet
each time
we use it

4. MOBILE IS THE ONLY MEDIA TIME THAT’S GROWING
YOY growth of US Media Consumption
12%
20%
2012 2013
Mobile is the only
medium that is
growing in the US in
terms of time spent.
It grew almost 50% last year
while every single other one –
TV, print, “traditional” online
– declined in share..

5. MOBILE IS RADICALLY CHANGING COMMUNICATION
1.2 B
messages/day
50 B
messages/day

6. MOBILE CHANGING HOW CONSUMERS EXPERIENCE AND SHARE
1.8 B
Pictures shared each
day
300 M
Facebook
700 M
Whatsapp (+Flickr, Instagram)
700 M
Snapchat

7. WHAT DO SOCIAL AND MUSIC HAVE IN COMMON?
90
80
70
60
50
40
30
20
10
0
PERCENT MOBILE USAGE
85%
Mobile
65%
Mobile
80%
Mobile
Their usage base is mainly mobile now.
Twitter, 75% of revenue is mobile. Facebook, 50+% of revenue is mobile.

8. MOBILE IS CHANGING ECOMMERCE
2013: $1 BILLION
IN STARBUCKS MOBILE
TRANSACTIONS

9. MOBILE IS CHANGING TAXIS
Uber estimated
2014 (gross) revenue
$10 B

10. TIME SPENT VS. ADVERTISING SPEND: GAP REMAINS…

11. …BUT NOTHING IS GROWING FASTER THAN MOBILE

12. BIG OPPORTUNITY TO DISRUPT CURRENT MOBILE LEADERS
Net Mobile Internet Ad Revenue Share Worldwide,
by Company, 2012-2014
% of total
2012 2013 2014
Google 52.6% 49.3% 46.8%
Facebook 5.4% 17.5% 21.7%
Twitter 1.5% 2.4% 2.6%
Pandora 2.6% 2.1% 1.7%
YP 2.9% 2.1% 1.6%
Millennial Media 0.8% 0.8% 0.7%
Total mobile internet ad
revenues (billion)
$ 8.76 $ 17.96 $ 31.45
Source: eMarketer 2014

13. WHAT BRANDS NEED TO WIN IN MOBILE
The right canvas to tell a story.
The right audience to connect with.
And tools to understand the ROI of their investment.

14. MOBILE CHANGES EVERYTHING
Eric Franchi
Co-Founder and Chief Evangelist, Undertone
Learn more at undertone.com/mobile