The document discusses trends in digital advertising and the mobile platform. It finds that while global ad spending is projected to grow 3-4% annually, digital media spending will grow much faster and account for 26% of total ad spending by 2016. Mobile advertising in particular has grown 10 times faster than the ad industry overall, and mobile's share of digital ad spending is projected to rise to 30% by 2016. The document argues that mobile has become an essential engagement platform and an important part of consumers' purchase journeys, as smartphones are deeply integrated into people's lives. It encourages marketers to leverage mobile opportunities to reach targets across platforms and engage consumers on the go.

1. Digital Shake Up
Trends in Digital Advertising & Mobile Platform
Jan 2014
Anusheel Shrivastava
Director, TNS
Kantar Media Advertising Conference
Helsinki, Finland
@anusheel

2. Global Ad industry
will grow at estimated 3-4%
over the next few years
Source : Various
WPP, Kantar Media, Group M, ZenithOptimedia, eMarketer, Magna Global etc..

3. $158bn$58bn
However, Digital Media will continue to grow much
faster...
2008 2016
$104bn
2012
Source : Various
WPP, Kantar Media, Group M, ZenithOptimedia, eMarketer, Magna Global etc..

4. By 2016, Digital Media will account for
1 out of every 4$ spent on advertising globally
12%
20%
26%
0%
5%
10%
15%
20%
25%
30%
2008 2012 2016
Digital Advertising (% Share)
Source : Various
WPP, Kantar Media, Group M, ZenithOptimedia, eMarketer, Magna Global etc..

5. In fact, it is already happening...

7. If Digital was F1, than Mobile is the Driver
Source : Various
WPP, Kantar Media, ZenithOptimedia, eMarketer, Magna Global,

8. $47bn-
Mobile Advertising has grown 10x faster than the
Ad industry and will continue
Source : Various
WPP, Kantar Media, ZenithOptimedia, eMarketer, Magna Global,
2008 2016
$9bn
2012
117
%
yoy

9. $158bn
$58bn
Mobile’s contribution set to rise to 30% of Digital
Spends
Source : Various
WPP, Kantar Media, ZenithOptimedia, eMarketer, Magna Global,
2008 2016
$104bn
2012
$47
bn-
$9
bn

10. Mobile will get 7% of Global Ad spends
12%
19%
26.60%
2.70%
7.60%
0%
5%
10%
15%
20%
25%
30%
2008 2012 2016
Digital Advertising (% Share)
Source : Various
WPP, Kantar Media, ZenithOptimedia, eMarketer, Magna Global,

11. Mobile is much more than any other media,
it’s the most advanced engagement platform
The growth of mobile is not just becuase its
another media.....

12. Mobiles are always on – they have become essential
for life
13

13. The mobile is the ultimate utility device, it meets a
huge range of needs for consumers, targeting these
needs is key to successful mobile brand building
14
Convenience
Experience
Relevance
Independence
Reassurance

14. Mobiles is very personal
15
“My mobile is an extension of me - I
feel lost without it”57%
31% say “I trust the
information that I can access on
my mobile phone more than a
salesperson in a store”
B20. Attitudes towards mobile phones
Base: Mobile users – Global 35286

15. Why is mobile becoming so important in the
consumer journey?
16

16. The shopper’s journey used to be fairly
straightforward…
17

17. … however the mobile is changing the path to purchase, giving
consumers greater power and revolutionizing the in-store experience
18

18. And in many cases consumers in developing markets
are more actively using mobile in their purchase
journey than developed markets are
19
30 28
21
15
21 21
25
15 18
22
13 16
25
11 13 11
19
Research
at home
Compare
prices in
store
Read
reviews in
store
Check
social
media
buzz
about
product
Scan
barcode
for more
product
info
Scan QR
code for
more
product
info
Redeem a
mobile
coupon
Receive a
deal by
interactin
g with an
ad
Receive
updates
from
places of
interest
near me
Take
notes of
product
details in
store
Access
product
info by
touching
phone
against a
sensor
Access a
stored list
of
products
previously
browsed
Share
photo or
video of
product
with
friends
Scan
barcode
to pay for
product
Scan QR
code to
pay for
product
Pay for
product
by
touching
phone
against a
sensor
Purchase
product
online via
mobile
Activities in the mobile path to purchase - US
At home In store Mobile
purchase
42
37
32 30
22 21
25 26 27 25
17
35
27
15 15 14
29
Activities in the mobile path to purchase - China
Mobile Life Base: All mobile users – US 1447 | China 3094 Note – China, data based on urban sample

19. Smartphone adoption drives increasing usage of mobile
in purchase journey
20
Current mobile use in path to purchase
28
34
26
9 3
70 70
73
35
22
US UK China Indonesia India
Non-smartphone users Smartphone users
Mobile Life
Base: Smartphone users – US 875 | UK 319 | China 2092 | Indonesia 472 | India 440
Base: Non-Smartphone users – US 472 | UK 175 | China 1002 | Indonesia 756 | India 2014 Note – China, India, Indonesia data based on urban sample

20. 8 8
13
1 0
26
28
26
1 1
9 9 9
1 0
US UK China Indonesia India
Research at home Research in store Buy
Mobile is becoming an important touchpoint in the path
to purchase in markets where infrastructure allows
21
7 6
11
0 0
18
16
24
2 1
9 8
9
0 0
US UK China Indonesia India
Food and
beverage
Personal
care
Mobile Life
% of all mobile users using mobile to…
Base: All mobile users – US 1447 | UK 494 | China 3094 | Indonesia 1228 | India 2454 Note – China, India, Indonesia data based on urban sample

21. Second screen is on rise
22

22. We often use more than one device simultaneously

23. Mobiles are also becoming important shopping tools
24

24. Consumer take a multi-path to purchase
25

25. Mobile is a great opportunity
1. Get your content across platforms
2. Reach your target in their downtime
3. Engage with them at a time and place
they like

26. Take the plunge...

27. Digital Shake Up
Trends in Digital Advertising & Mobile Platform
Jan 2014
Anusheel Shrivastava
Director, TNS
@anusheel