Challenging Times In Digital Advertising

1. Challenging times in online advertising

2. The future of
digital advertising
is mobile,
contextual, and
highly
personalised.

3. Just in time,
location-based
offerings and
experiences will blur
line between physical
and digital retail.

4. Smartphone
owners worldwide.
Growing +31%
per year.
1.5BN

5. Audiences are moving to mobile.
*USA data
DIFFERENCEINAVERAGE
AUDIENCE(MILLIONS)
-1
0
1
2
3
4
5
18+ 18-34 35-49 50+
AGE
SMARTPHONE
PC
TV-CONNECTED DEVICES
RADIO
TV
TABLET
NOV 2014 – NOV 2015 CHANGE IN AVERAGE AUDIENCE BY PLATFORM

6. Large untapped opportunity in mobile advertising.
4%
13%
36%
22%
25%
16%
10%
39%
23%
12%
Print Radio TV Internet Mobile
Time Spent Ad Spent
*USA data

7. The gap is closing fast.
*USA data
Desktop Advertising Mobile Advertising
2012201120102009 2013 2014 2015

8. Users prefer native
mobile apps to
mobile websites.
85%

9. Unfortunately, brands
wishing to connect
with new consumers
online are facing
strong head winds.

10. Google and Facebook control a large share of
internet advertising. They set the rules and the price.
US Worldwide

11. Mobile app usage is concentrated on Facebook and
Google properties.
0 20 40 60 80 100 120 140
Apple Music
Instagram
Gmail
Pandora Radio
Google Maps
Google Play
Google Search
Facebook Messenger
YouTube
Facebook Messenger
Top Ten Apps By Number Of Unique Visitors (Millions) - USA

12. The increasing diversity
and number of
intermediaries emerging
in the online ad space is
escalating issues related
to viewability and ad
fraud.

13. The amount expected to
be lost globally in digital
advertising as a result of
fraudulent nonhuman bot
traffic in 2016.
$7.2
Billion USD

14. Higher value ads
see more bots.
<$10 $10+ <$15 $15+
Display Video

15. Programmatic buys
have greater fraud.
Display Video
Direct
Programmatic
Direct
Programmatic

16. More than half of the ads worldwide still don’t have
the opportunity to be seen.
39%
AUSTRALIA
43%
GERMANY
44%
FRANCE
44%
MEXICO
44%
UK
48%
BRAZIL
49%
ITALY
49%
SPAIN
50%
CANADA
48%
US
DESKTOP DISPLAY VIEWABILITY RANGES FROM 39%- 50% ACROSS MARKETS
VIDEO VIEWABILITY IS EVEN LOWER (40%)

17. Only a small portion of all
smartphone users recall
seeing any
advertisements.
only
35%

18. Ad blocking is a growing global phenomenon.
Particularly in emerging markets.
2015201420132012201120102009
Desktop Adblocking Software Users Mobile Adblocking Browser Users
100m
200m
300m
400m

19. Ad blocking skews
toward higher
income segments
across markets. US DECA UK
+27 +7+16 +13
% Increase in blocking for highest income
segments compared to average user

20. Younger users are
most likely to
block ads,
especially male.
100% 42%
MORE LIKELY to block desktop ads than
the average user
Ages 18-24

21. Ad Blockers are
used for more
than blocking ads.
Users are
protecting
themselves
against malware.

22. The relationship
between the audience
and the advertisers is
very broken.

23. Find mobile ads intrusive
and annoying.
65%

24. Mute video ads.
85%

25. Get annoyed with/put off
by brand forcing pre-roll
viewing.
65%

26. Users find frustrating
when retail ads promote
products they already
purchased, not what they
are looking to buy next.
45%

27. Users find frustrating
when retail ads are
irrelevant to what they are
interested in buying.49%

28. Find frustrating when
retail ads are irrelevant to
their personal tastes and
preferences.
50%

29. It’s time to focus
on meaningful,
and delightful
connections,
directly with
consumers.