Why
integrated
mobile is
important and
will become
more
important
How mobile is THE How mobile
disrupting
almost
everything
MOBILE fits into the
purchase
funnel
HUB
5 ways to
think
integrated

Source: Mary Meeker

Source: Pope Francis’ first crowd address

Source: Google – ‘The New Multi-Screen World’

50
45 43
40
40
35
30
29
25 22 23 Ad Spend Per Media
20 16 Time Spent Per Media
15 11
10
9
6
5 1
0
TV Print Web Radio Mobile

• Too many variables
Planning • Fragmentation
• Reporting
Tracking • Funnel analysis
• Small screen
Creative • Multi formats
• Can’t find niche audiences
Data • Not enough, or no insights being extracted
• Low impact/Band-with
Branding • Not significant

• Too many variables
DSP’S etc
Planning • Fragmentation
• Reporting UDID out but IDFA in, some
Tracking • Funnel analysis standardisation of OS
• Small screen IAB/MMA specs, some
Creative • Multi formats standardisation of OS
• Can’t find niche audiences Testing works, the
Data • Not enough, or no insights being extracted more the better
• Low impact/Band-with Better than online in many
Branding • Not significant brand metrics, 4G & WiFi

Source: Nielsen

Source: Datamonitor

Broadcast
Engagement/
Education
Acquisition
(Re)engagement

Source: Microsoft – ‘Meet the Screens’

79% of consumers use a smartphone to help them
shop, whilst 70% use a phone in-store.
74% of consumers have also made a purchase
following research on their smartphone.
Almost half of all smartphone owners have
purchased via their device in the last 12 months.
The value of mobile payment transactions in 2012 was
$171.5 billion.
This is expected to grow to $490.9 billion by 2015.

Source: Microsoft – ‘Meet the Screens’

Source: eMarketer

• Offers • Offers help • I can compare • All my
information in when I’m in prices, questions
different ways need. features and about the
like a solution brands, before brand/product
provider. deciding on are answered
what to buy. directly.
• I hate it when • It steals the • It’s rebellious, • It enters your
ads ask me to little space I it interrupts space, as if it
click have on my me whilst I play were going to
something that screen. or work. harm your
is unclear. phone.

If products are both important and
utilitarian, the weak signals on mobile
display advertising will have a
stronger effect.
The ads work not by providing any
new information, but by reminding
consumers of the information they
already know about a particular
product.
Source: http://www4.gsb.columbia.edu/ideasatwork/feature/7233030/Smartphone+Ads+That+Work

Source: Google – ‘The New Multi-Screen World’

Share of Time Spent Share of Time Spent
(Smartphone) (Tablet)
Source: Millward Brown Adreaction

Source: DMA

Source: DMA