1.
IAB Mobile Marketing Center of Excellence
What is Mobile?
Media, Platform, Device, Network, or
Something Else Entirely
Joe Laszlo, Senior Director

2.
IAB’s Mobile Marketing Center of
Excellence
• Launched in December 2010
• Think of the Mobile Center as “a mini IAB within the
IAB”
• Goal: drive growth of the mobile advertising
marketplace and of our members’ share of mobile
marketing spend
• Five Mobile Center staff, led by Anna Bager, IAB’s VP of
Mobile
• Separate Mobile Center Board of Directors, which
reports to overall| IAB Board Center of Excellence
IAB Mobile Marketing
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3.
IAB Mobile Marketing Center
Board and Supporting Members
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Current as of October 23, 2013

4.
IAB Mobile Center
What is Mobile?
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5.
Kleiner Perkins Forecasts Robust
Global Mobile Growth
Source: Mary Meeker and Liang Wu ,Kleiner Perkins Caufield Byers, “Internet Trends,” Presented at
4 D11 Conference, May 29, 2013.

6.
US Mobile Usage Crossing
a Tipping Point
Share of Total Time Spent Online For Selected Categories
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Source: comScore Mobile Future in Focus 2013, released Feb. 2013, data from Media
Metrix Multi-Platform (Beta), U.S., Dec-2012

7.
What is Mobile?
•
•
•
•
•
•
•
•
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It’s a device
It’s a network
It’s an operating system
It’s a technology
It’s a business model
It’s a medium
It’s a platform
It’s a buzzword

8.
Mobile Is Everywhere
and Everything
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9.
Defining “Mobile First”
• Mobile First is often described in terms of business
strategy—it’s how companies should think.
• But Mobile First is really about how consumers with
smartphones and tablets are living their daily lives.
• It’s about a behavioral and social change
• These changes create challenges and opportunities
for companies seeking a consumer audience
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10.
“Mobile” Can Be Any Screen
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Source: http://www.timessquarenyc.org/index.aspx, http://mobilephones.umwblogs.org/imagery/

11.
Or No Screen At All
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Source (Google Glass): http://blogs.independent.co.uk/2013/02/20/a-detailedlook-at-the-google-glass-experience/

12.
Information Gets More Subtle
and Pervasive
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13.
And We Don’t Use Screens
One at a Time
77%
of the time when we’re using a TV, we’re using another device
49% with a phone | 34% with a PC/laptop
57%
of the time when we’re using a smartphone, we’re using another
device
29% with a television | 28% with a PC/laptop
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Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf

14.
Australian Defence Forces Use Multiple
Screens to Recruit Medics
2013 IAB MIXX Award GOLD Winner for
Branded Mobile App AND Mobile Ad Campaign
http://vimeo.com/52084256
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15.
Screens Can Bring Families
Together
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16.
Or Keep Us Company When We’re Alone
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17.
SAS Mobile Campaign Unites Loved
Ones
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http://vimeo.com/34140861

18.
Percentage of Use In Home
64%
Smartphone
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Source: Council for Research Excellence
82%
Tablet

19.
Smartphones Enable Shared
Personal Experiences
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20.
Gillette Nordic Campaign Shares
Rough Swedish Winters
2013 IAB MIXX Award GOLD Winner for
Location-Based Advertising
http://www.youtube.com/watch?v=8HoA6IhBhyw
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21.
Mobile is Changing Etiquette
Sign at recent Yeah Yeah Yeahs
Concert in NYC
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http://www.huffingtonpost.com/2013/04/09/yeah-yeah-yeahs-smartphone-ban_n_3044400.html

22.
And Changing How We Shop
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23.
Mobile Drives Store Traffic
http://www.youtube.com/watch?v=yH8Br_f3p9E

24.
IAB Mobile Center
Tablets and Smartphones:
The Two Sides of Mobile
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25.
Mobile Value Propositions Vary By Device Type
Smartphones are missioncritical devices for “life,” with
nearly 70% of smartphone
users saying they “won’t leave
home without it.”
Tablets are a media consumption
hub, with nearly 70% of tablet
users reporting that their tablet is
an “entertainment device.”
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Source: Mobile’s Role in a Consumer’s Media Day: Smartphones and Tablets Enable Seamless Digital Lives – ABI Research & IAB
Mobile Center
Link: http://www.iab.net/guidelines/508676/mobile_guidance/mobileusage

26.
Usage Reflects Differing Views of
Devices
Device Preference for Activity
Lookup info 'on the go'
34%
39%
30%
34%
Email - check
Social media - post/ read
16%
Work
15%
Shop online
9%
Read print
8%
Watch TV/ video
Smartphone
Tablet
60%
22%
0%
Smartphone centric
activities
37%
63% Tablet centric
activities
69%
68%
25%
50%
75%
Percentage of Mobile Device Users
Question: Which device do you prefer to use to do [activity]?
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Source: Mobile’s Role in a Consumer’s Media Day: Smartphones and Tablets Enable Seamless Digital Lives – ABI Research & IAB
Mobile Center
Link: http://www.iab.net/guidelines/508676/mobile_guidance/mobileusage
100%

27.
For Small Children, Magazines are
Broken Tablets
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28.
Adobe Estimates Tablet Internet Usage
Outpacing Smartphones
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Source: Adobe, The State of Mobile Benchmark: Adobe Digital Index, Q2 2013
http://success.adobe.com/assets/en/downloads/guides/13926_di_mobile_benchmark_final.pdf

29.
Tablet Browsing Peaks in Morning
and Especially Evening
Share of Browser-Based Page Traffic by Hour for
Computer, Smartphone and Tablet Platforms
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Source: comScore Device Essentials, U.S., Monday, Jan. 21, 2013

30.
IAB Mobile Center
Apps and Browsers:
The OTHER Two Sides of
Mobile
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31.
Apps v. Browser:
Steady Relationship v. Casual Encounter
Consumers use mobile web and apps in equal numbers…
50%
51%
Used Apps
0%
10%
20%
30%
40%
50%
60%
Percentage of consumers using mobile capability
But apps vastly dominate the time spent equation.
18.5%
Time using mobile web
81.5%
Time using apps
0%
20%
40%
60%
80%
100%
Percentage of total time spent online on smartphones
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Sources: Usage data: comScore, reported in TechCrunch, “comScore: In U.S. Mobile Market, Samsung, Android Top The Charts;
Apps Overtake Web Browsing,” July 2, 2012. Data 3 month avg ending May 2012. Time spent data: comScore reported in
betanews, “The mobile web is dead,” May, 2012. Data March 2012.

32.
App Categories and Browsers by
Time Spent
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33.
IAB Mobile Center
Implications of
the New Mobile World
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34.
Global Mobile Ad Revenue
Nearly Doubled in 2012
Euros Billions
Global Mobile Ad Revenue (Euros-Billions)
8€
7€
6€
5€
4€
3€
2€
1€
0€
€ 6.889
€ 3.769
2011
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2012
Source: Global Mobile Advertising Revenue: Display, Search, Messaging 2011 & 2012 Across
Regions, Report prepared by IHS Electronics & Media for IAB and IAB Europe

35.
$10
$9
$8
$7
$6
$5
$4
$3
$2
$1
$-
Per-User North American
Mobile Ad Revenue Leads World
$9.12
$2.83
$1.28
$0.26
N. America W. Europe
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Asia-Pac
$0.26
$0.13
Central
Europe
Middle
East/Africa
Latin
America
Source: IAB, IAB Europe ,IHS Electronics & Media, Global Mobile Advertising Revenue: Display, Search, Messaging
2011 & 2012 Across Regions, July 2013, http://www.iab.net/globalmobile

36.
We won’t realize the full
potential of mobile advertising
until we begin to develop
advertising applications around
the full suite of emerging
mobile behaviors.
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37.
Paranormal Activity IV Scares Via
Core Phone Feature
2013 IAB MIXX Award GOLD Winner for
Custom Mobile Rich Media Display
http://www.youtube.com/watch?feature=player_embedded&v=nekNhjzFbjk#t=77
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38.
Think More Precisely About
Mobile Users
In home
Active
Passive
Not moving
Moving
Calm
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Out of home
Agitated

39.
IAB Mobile Center
Conclusions
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40.
Understanding mobile
behaviors means
understanding the larger
ecosystems in which mobile
devices are used.
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41.
Let’s not treat mobile like
the web, only smaller.
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42.
Mobile Does, and Does
NOT, Change the Basics of
Marketing
Advertising
Success!
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43.
Small Devices Can Cause
Big Changes
http://www.youtube.com/watch?v=B4eqE1GTTEs
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44.
IAB Mobile Marketing Center of Excellence
Thank you!
joe@iab.net
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