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
14 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
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)
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.”
Has anyone seen this before? This image was released
Smartphone penetration increased from 55% to 67% in a year2/3rds of the population now own a smartphoneHuge opportunity to create compelling content
People aren’t just taking photosMobile is having a big impact on multi national businesses
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
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…
