6. Or is it this one?
$600m per word
“We believe this increased usage of Facebook on mobile devices has
contributed to the recent trend of our daily active users increasing more
rapidly than the increase in the number of ads delivered”
8. How big is mobile?
• One UK High Street bank projects mobile to be
primary consumer interface in 2013
• $10bn transactions on eBay mobile site, up
100% y-on-y
• But US ad rates on mobile ~5% of desktop web
rates
– Google US yields fell 16% in Q2 due to growth in
mobile usage
9. Are we having fun yet?
• ‘The past has been easy compared to what faces us now: how
do we survive in a mobile world of small screens, big
processors, and new consumers? Advertising will be the
cream on the cake – we can’t depend on it’ Media CEO
• ‘We think the entire future will be built not on buying eyeballs
but on paying for outcomes’ Agency CEO
10. What holds us back?
• No read-across metrics
• Investment in the past
• Trapped in our competences
• Fighting the last war
• Caught in headlights
• Risk aversion
