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Alex Kozloff (IAB mobile UK) @Mobile Dome MARCOM13

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- Mobile device ownership in the UK has grown significantly, with smartphone ownership reaching 67% in 2013. Tablet ownership has also doubled in the last year. - Mobile advertising spend in the UK has grown strongly, with over £1 in every £10 of digital advertising now being spent on mobile. Mobile display advertising saw particularly strong growth between 2011-2012. - Major publishers are seeing nearly half of their online content being consumed via mobile devices. Many companies also report a significant portion of online sales coming through mobile. - Successful mobile marketing examples demonstrate using mobile to enhance other media like print, outdoor, and driving in-store purchases. The future will require completely adjusting strategies to focus on mobile.

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Small is beautiful- why mobile is the tool marketers can‟t afford to ignore Alex Kozloff, Head of Mobile IAB UK
iabuk.net/contact Who am I and what do I do? • Trade body for digital advertising • 850 members including advertisers, agencies and publishers • Head of Mobile,6 years mobile experience
Agenda • An overview of consumer trends in mobile & tablet • The UK mobile advertising revenue landscape • Best in class examples of mobile marketing • A few thoughts on the future
An overview of consumer trends in mobile & tablet 15 June 2013iabuk.net/contact
iabuk.net/contact Pope John Paul II‟s body is carried across St. Peter‟s Square following his death in 2005 Pope Francis speaks to St. Peter‟s Square for the first time after he was elected
Source: comScore mobiLens 3 month average 55% Smartphone ownership March 2012 UK smartphone growth 2012- 2013 67% Smartphone ownership March 2013
Mobile has made fundamental, irreversible changes to our lives Source: 20 or so IABeers in the pub What do you not do any more now you have a mobile?
GNM weekly total audience by platform Source: comScore Source: GNM Total Audience, Wave 2 2012 Major UK publishers are seeing nearly the majority of content consumption via mobile 55% of Guardian‟s weekend football content is consumed on tablet/mobile 45% of the Guardian‟s weekly audience comes from digital only
Mobile is big business 30% of all Debenhams traffic via mobile 1 in 5 of all online sales via mobile €15.2bn global sales through mobile in 2012 Source: Debenhams 06/12, eBay 05/13, Dominos 09/12
Tablet ownership has doubled in a year 10% 22% March 2012 March 2013Source: comScore mobiLens
0% 5% 10% 15% 20% 25% 30% 35% Night Time 1-3am Early Morning 4- 6am Morning 7- 9am Late morning 10am-12am Early Afternoon 1pm-3pm Afternoon 4- 6pm Early Evening 7- 9pm Late Evening 10- 12pm Day in the Life of Device Usage - Weekday Desktop Mobile Tablet 50% of tablet uses are after 7pm %interactions Source: IAB Three Device Lives: Tablets in context
3 key trends emerging for tablets Dual Screening Entertainment Retail 51% Tablet usage with TV 35% Mobile usage with TV 33% Laptop / desktop usage with TV Source: IAB Three Device Lives: Tablets in context / IAB Mojo Study Tablet, 49% Mobile, 22% PC, 29% Which of your devices best allows you to be entertained? 2:56 2:12
Mobile Adspend- the highlights iabuk.net/contact
SOURCE: IAB / PwC Digital Adspend 2012 (€617m) (€234m)
Strong like for like growth 2011 to 2012 SOURCE: IAB / PwC Digital Adspend 2012
The mobile media mix % share of revenues 2012 SOURCE: IAB / PwC Digital Adspend 2012 Category 2011 Share Search 67% Display 30% Classified 0% SMS & Other 3% (€617m)
Mobile display breakdown SOURCE: IAB / PwC Digital Adspend 2012 (€176m)
Change in industry sector mobile display market shares 2011 to 2012 Based on 86% of submitted display ad spend SOURCE: IAB / PwC Digital Adspend 2012 1% 3% 3% 8% 10% 10% 11% 12% 12% 13% 16% 1% 3% 1% 10% 11% 4% 7% 12% 13% 14% 23% Leisure Equipment Business & Industrial Government, Social, Political Organisations Motors Telecomms Travel & Transport Technology Finance Retail Consumer Goods Entertainment & The Media H2 2011 H2 2012
Mobile hits the mainstream? SOURCE: IAB / PwC Digital Adspend 2012 £1.25 in every £10 spent on digital display advertising is spent on mobile £1 in every £10 spent on digital advertising is spent on mobile
UK Mobile Advertising Spend Forecast 2013- 2017 Source: FirstPartner Western European Mobile Ad Spend Forecast 2013-2017 0 500 1,000 1,500 2,000 2013 2014 2015 2016 2017 £Millions Display (Banners& Text Links) Search Messaging Mobile Content (Video and In Game) £853.8m £1234.0m £1957.4m £1537.8m £1762.8m (€2.3bn) (€1.0bn) (€1.4bn) (€1.8bn) (€2.1bn)
Some great examples iabuk.net/contact
iabuk.net/contact Mobile display is what you make of it http://www.youtube.com/watch?v=45Z-GevoYB8
Mobile with other media- press http://www.youtube.com/watch?feature=player_embedded&v=640v8yBcXg8
Mobile with other media- outdoor http://www.youtube.com/watch?feature=player_embedded&v=ScrNSrOAoUM
Mobile driving „in store‟ purchases http://www.youtube.com/watch?v=uUmSg2LqTyg
A few thoughts on the future iabuk.net/contact
75% 2013 Smartphone Ownership (UK)
In 2013 the majority of search clicks in the UK will come from mobile devices
The only option is to completely adjust your strategy “We made this transition to being a public company, and at the same time we made this transition to being a mobile company. And the transition to being a mobile company had probably 10 times the difference on the company that anything about being public had.”
Thanks alex@iabuk.net iabuk.net/contact

More Related Content

Alex Kozloff (IAB mobile UK) @Mobile Dome MARCOM13

  • 1. Small is beautiful- why mobile is the tool marketers can‟t afford to ignore Alex Kozloff, Head of Mobile IAB UK
  • 2. iabuk.net/contact Who am I and what do I do? • Trade body for digital advertising • 850 members including advertisers, agencies and publishers • Head of Mobile,6 years mobile experience
  • 3. Agenda • An overview of consumer trends in mobile & tablet • The UK mobile advertising revenue landscape • Best in class examples of mobile marketing • A few thoughts on the future
  • 4. An overview of consumer trends in mobile & tablet 15 June 2013iabuk.net/contact
  • 5. iabuk.net/contact Pope John Paul II‟s body is carried across St. Peter‟s Square following his death in 2005 Pope Francis speaks to St. Peter‟s Square for the first time after he was elected
  • 6. Source: comScore mobiLens 3 month average 55% Smartphone ownership March 2012 UK smartphone growth 2012- 2013 67% Smartphone ownership March 2013
  • 7. Mobile has made fundamental, irreversible changes to our lives Source: 20 or so IABeers in the pub What do you not do any more now you have a mobile?
  • 8. GNM weekly total audience by platform Source: comScore Source: GNM Total Audience, Wave 2 2012 Major UK publishers are seeing nearly the majority of content consumption via mobile 55% of Guardian‟s weekend football content is consumed on tablet/mobile 45% of the Guardian‟s weekly audience comes from digital only
  • 9. Mobile is big business 30% of all Debenhams traffic via mobile 1 in 5 of all online sales via mobile €15.2bn global sales through mobile in 2012 Source: Debenhams 06/12, eBay 05/13, Dominos 09/12
  • 10. Tablet ownership has doubled in a year 10% 22% March 2012 March 2013Source: comScore mobiLens
  • 11. 0% 5% 10% 15% 20% 25% 30% 35% Night Time 1-3am Early Morning 4- 6am Morning 7- 9am Late morning 10am-12am Early Afternoon 1pm-3pm Afternoon 4- 6pm Early Evening 7- 9pm Late Evening 10- 12pm Day in the Life of Device Usage - Weekday Desktop Mobile Tablet 50% of tablet uses are after 7pm %interactions Source: IAB Three Device Lives: Tablets in context
  • 12. 3 key trends emerging for tablets Dual Screening Entertainment Retail 51% Tablet usage with TV 35% Mobile usage with TV 33% Laptop / desktop usage with TV Source: IAB Three Device Lives: Tablets in context / IAB Mojo Study Tablet, 49% Mobile, 22% PC, 29% Which of your devices best allows you to be entertained? 2:56 2:12
  • 13. Mobile Adspend- the highlights iabuk.net/contact
  • 14. SOURCE: IAB / PwC Digital Adspend 2012 (€617m) (€234m)
  • 15. Strong like for like growth 2011 to 2012 SOURCE: IAB / PwC Digital Adspend 2012
  • 16. The mobile media mix % share of revenues 2012 SOURCE: IAB / PwC Digital Adspend 2012 Category 2011 Share Search 67% Display 30% Classified 0% SMS & Other 3% (€617m)
  • 17. Mobile display breakdown SOURCE: IAB / PwC Digital Adspend 2012 (€176m)
  • 18. Change in industry sector mobile display market shares 2011 to 2012 Based on 86% of submitted display ad spend SOURCE: IAB / PwC Digital Adspend 2012 1% 3% 3% 8% 10% 10% 11% 12% 12% 13% 16% 1% 3% 1% 10% 11% 4% 7% 12% 13% 14% 23% Leisure Equipment Business & Industrial Government, Social, Political Organisations Motors Telecomms Travel & Transport Technology Finance Retail Consumer Goods Entertainment & The Media H2 2011 H2 2012
  • 19. Mobile hits the mainstream? SOURCE: IAB / PwC Digital Adspend 2012 £1.25 in every £10 spent on digital display advertising is spent on mobile £1 in every £10 spent on digital advertising is spent on mobile
  • 20. UK Mobile Advertising Spend Forecast 2013- 2017 Source: FirstPartner Western European Mobile Ad Spend Forecast 2013-2017 0 500 1,000 1,500 2,000 2013 2014 2015 2016 2017 £Millions Display (Banners& Text Links) Search Messaging Mobile Content (Video and In Game) £853.8m £1234.0m £1957.4m £1537.8m £1762.8m (€2.3bn) (€1.0bn) (€1.4bn) (€1.8bn) (€2.1bn)
  • 22. iabuk.net/contact Mobile display is what you make of it http://www.youtube.com/watch?v=45Z-GevoYB8
  • 23. Mobile with other media- press http://www.youtube.com/watch?feature=player_embedded&v=640v8yBcXg8
  • 24. Mobile with other media- outdoor http://www.youtube.com/watch?feature=player_embedded&v=ScrNSrOAoUM
  • 25. Mobile driving „in store‟ purchases http://www.youtube.com/watch?v=uUmSg2LqTyg
  • 26. A few thoughts on the future iabuk.net/contact
  • 28. In 2013 the majority of search clicks in the UK will come from mobile devices
  • 29. The only option is to completely adjust your strategy “We made this transition to being a public company, and at the same time we made this transition to being a mobile company. And the transition to being a mobile company had probably 10 times the difference on the company that anything about being public had.”

Editor's Notes

  1. Has anyone seen this before? This image was released
  2. Smartphone penetration increased from 55% to 67% in a year2/3rds of the population now own a smartphoneHuge opportunity to create compelling content
  3. People aren’t just taking photosMobile is having a big impact on multi national businesses
  4. We know when mobile and desktops are used but it’s really interesting looking at how tablets are consumedBacks up that they have to be thought about differently to other devices.Lean back attitude.Add in Guardian insight
  5. Ad in sports illustrated – put the ad in the app addition of the title behind the ad in the print addition and watch the magic…