Mobile Advertising's Past, Present and Promise

@arnopeperkoorn @theappsnack

The three Ps of Mobile Advertising – Past, Present and Promise


The 3Ps

Past Present Promise

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How do we know anything about this stuff?

Appsnack helps brands and their agencies build rich, engaging, app-like creative experiences
that reach audiences at scale, across mobile and tablet.

Appsnack is a division of Exponential Interactive – a global provider of
advertising intelligence and digital media solutions. Exponential
provides Appsnack the ability to leverage:

•A presence in more than 26 countries
•700+ employees worldwide
•The e-X Advertising Intelligence Platform
•Exponential’s massive proprietary database
•More than 450m unique users every month

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II give you the
give you the
tablet
tablet

P1 Past

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We’ve changed... Or at least how we consume media has

• In 2012, approximately 68 million people will access the internet from a mobile
device in the EU-5 countries
(Western Europe Mobile Ad Spending, eMarketer, February2012)

• Of 117 million in the USA who have smartphones, approximately 80% were using
them for shopping activities
(Digital Shopping, Nielson, October 2012)

• Globally, there were 181 million blogs by December 2011 compared to 36 million
in December 2006
(State of the Media, Nielsen, Q4 2011)

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We don’t have their full attention anymore

77%
49%
use another device while watching TV (Google)

while using a smartphone (Google)

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Look ––I’ve invented handsfree!
Look I’ve invented handsfree!

P2 Present

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As the audience is multi-device, we need to be too

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Smartphones and tablets are gaining on PCs

• 75% of smartphone users in Europe used a mobile to go online in
October 2011

• 62% increase on the previous year

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And Apple isn’t dominating the market
European smartphone users favour
Symbian
(comScore, Connected Europe)

USA smartphone users favour
Andriod (Zingbroadband.com)

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And Europe’s growing faster than everyone else

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For better or worse

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Anti-Social

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Really Anti-Social
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Making us less private
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Changing everyday experiences

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So how are we using tablet and mobile?

Smartphones Tablets

Flurry Analytics, Sept 2012

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The top 10 apps for 2012

1. Facebook • So we’re really...
2. PhotoSynth o Socialising (Facebook,
PhotoSynth, Skype)
3. Run Keeper
o Entertainment (Movie by
4. Pulse
Flixter, Tone Pad)
5. Dropbox o News (Pulse, National Rail
6. National Rail Enquiries Enquiries, Thomson Reuters
7. Skype
News Pro)
o Utility (RunKeeper, Drop Box)
8. Movie by Flixter
9. TonePad
10. Thomson Reuters News Pro

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But we’d prefer to be advertised to rather than pay

• 73% of tablet users would not
pay a subscription but would
accept advertising on a site

BUT
• 52% would prefer to be invited to
the advert rather than it invading
the screen

IAB UK, Three Device Lives: Tablets in Content

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Right now, we’re putting what we know onto mobile

Display advertising
124% in UK
on mobile the fast
growing ad format in
Europe

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But is this really working?

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P3 Promise

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Rich Media

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Rich media makes an impact

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And again

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Relevancy

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Relevancy: transform data into intelligence

Aggregate over with associated attributes
Segment users 2 billion daily datatopics
Contextualize based on 50,000 events

Content Location Demographics Device All of the above

The right
I am into fine person, in the
I’m a 35 years I own an
wine and in the I live in right place, at
old and married iPhone
market for a Chicago, Il the right time
with 2 children and iPad
luxury car alongside the
right content

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Relevancy: transform data into intelligence
Effective targeting requires scale

...with access to thousands of publishers acrossusers
Reach more than 450 million unique monthly mobile
and tablet
worldwide…
Content Location Demographics Device All of the above

The right person,
I am into fine in the right
I’m a 35 years I own an
wine and in the I live in place, at the
old and married iPhone and iPad
market for a Chicago, Il right time
with 2 children
luxury cars along the
right content

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ROI

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ROI – so what should we measure?
To ensure campaign success and that all objectives are met, it is essential to employ back-
end analytics detailing all user engagement.

Awareness
Awareness • Reach & Frequency reports

Interest
Interest • Brand lift studies
(e.g: Vizu)

Desire
Desire • Interaction Rates
(e.g. Click to site, time spent, social activity)

Action
Action
• Conversions
(e.g: Purchase, sign up, voucher request)

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Then again, we could be wrong...

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Or could we

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Thank You

For more information please contact:
Arno Peperkoorn ‫ ﺍ‬managing director, The Netherlands, Exponential
arno.peperkoorn@exponential.com
www.appsnack.com

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