2. What we will cover
• A bit about me
• We’ll take a look at the landscape
• Identify few key trends
• See what’s working and what’s not?
• Make a few predictions
• Q&A
2
4. Me
• Singapore National born in Silicon valley of India and residing in Romania
for 3 years
• Background in Computer Engineering from National University of
Singapore
• 10 years at Citibank working in Asia Pacific and Europe region across
multiple functions - Operations, Technology and Digital.
• Led Digital transformation of Citibank in Romania - Awarded ‘Best
Consumer/Corporate Internet Bank’ by Global Finance Magazine in 2011
and 2012. Expanded role to manage Czech and Hungary.
• Developed and institutionalized a unique ‘Digital Hub’ model for the bank
combining the best expertise and skills of Asia and Eastern European
centers of excellence to launch first-in-market and innovative digital
products for the bank.
• Now heading up NABE Labs - a newly created Digital division of Centrade
group of companies
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5. How is our 21 year old Internet
doing so far?
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6. Few Praiseworthy metrics
• 2.5+ Bn Internet users worldwide (35% of
global population)
• 1.1 Bn Smartphone users out of 5 Bn mobile
users
• 1 Bn active monthly users on Facebook
• 4 Bn hours of video watched on You tube per
month
• 144 Bn emails sent per day
Source: Pingdom, Jan 2013
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7. And Few not so..
• 68.8% of all email was Spam
• 2/3 of world is still not connected to the net
• Only 15% of global internet is mobile.
• Social media accounts for only 16% customer
engagement
• Online video mere 1.7% of total ad spend in
US
Source: Pingdom, Jan 2013; eMarketer Sep 2012, Marketing Pilgrim
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11. Consumption on Mobile
• They love playing Games and Social
networking (70% of overall usage)
• They are consuming huge amounts of media
(News, Magazines, Music, Video) - 25% of
total time spend on media
• They are using it to make Shopping decisions
in Retail stores.
• They are using it to Shop (Paypal and Square
payments growing rapidly)
Source: Nielsen Mobile Connected Device Report, Inmobi
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14. How much is the World spending?
• Digital Ad spend crosses $100 Bn for first time
• Mobile Ad spend doubles in 2012 but still low
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15. Who is Spending?
• As a % of total ad spend, Western Europe’s
digital spending (24.9%) > North America’s
(24.6%)
• Only 7% of all ad $ go to digital in Middle East
& Africa
• Mobile search and display ad spending up
220% in North America, up 138% in China
Source: eMarketer, Dec 2012
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16. Where is US spending?
• Search continues to be preferred ad format at 47.1%
• Google still completely dominant; Facebook growing
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17. So lets summarize
• Smartphone sales > PC sales & set to be >
Feature phones
• Mobile internet scaling faster than desktop
• People are using mobile to do everything they
do online and more
• 1 in 5 Ad $ going already to digital
• More money coming to Mobile
Source: eMarketer, Dec 2012
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21. Problems with Mobile Ads
• Because of mobile phone screen size, Ads are Tiny
• Because they are tiny, you can’t say much on them
• Because you can’t say much on them, they appear
intrusive.
• Because they appear intrusive, people won’t click
on them.
• The mobile ad ecosystem is rather confusing and
very fragmented
• The quality of mobile ads that exist today are poor
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27. Apps vs. Mobile web
Total'Mobile'App'And'Web'Dura:on'On'Android'And'iOS'
160"
140"
120"
Minutes'Spent'Per'Month'(Biillions')'
100"
80"
60" Apps'
40"
20"
Mobile'Web''
0"
Mar+11" Apr+11" May+11" Jun+11" Jul+11" Aug+11" Sep+11" Oct+11" Nov+11" Dec+11" Jan+12" Feb+12" Mar+12" Apr+12" May+12" Jun+12" Jul+12" Aug+12"
Source:(Nielsen(Smartphone(Analy5cs(
• People spend more time on apps than mobile web
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28. App vs. Ads
• Mobile monetization is mostly from Apps
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38. Challenges with LBS Ads
• You need a specific App on your mobile phone to
receive the Ad (Remember Apple’s iOS restrictions)
• You need to have that specific App open and to be
looking at it at that time to see the Ad (Push
notification is not that customizable)
• The Ad must be persuasive enough for you to have
a sudden impulse rush to make a purchase at that
location. For e.g. You must be hungry to enjoy 50%
off pizza in nearby restaurant.
• Privacy issue - People turn off LBS if they find it
irrelevant and intrusive.
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39. Historical Context
• If I know you go to supermarket every Sunday
to buy groceries
• If I know you buy groceries with your wife and
are incredibly bored at that time
• If I know you love to eat in nearby restaurant
and push you an offer you cannot refuse
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43. But what if there is a very long
queue outside that store
OR
you simply don’t have the time
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44. Mobile Advertising is what happens Before the Click
Equally Important is what happens After the Click
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45. Human Experience = Simple +
Emotion + Social + Utility +
Fulfillment+ Interaction with Physical
objects
45
46. World’s first virtual grocery store
• Opened in South Korea by Tesco Homeplus
• Pictures of the items in store are posted on
subway walls with QR codes underneath them
• Users download the app, scan the QR code of
item they want to shop and add it to their
shopping cart
• Products delivered to their homes in preferred
time
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49. Mobile + App + Analytics +
Location + Human Experience
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50. So the future of Advertising
is not just Digital (or Mobile)
but Phygital (Physical + Digital)
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51. Few Predictions (until 2015)
• Mobile will be dominant screen but not only one.
• Facebook & Google will split Ad market share
• Simple, Social and Location aware ( present & past)
opt-in messages will be norm
• Will add value (Utility) and solve problems
• Will seamlessly integrate into Real World and allow
Interaction & Straight-through Fulfillment.
• Consumers move from Loyalty to Cult groups. Brands
move from Competition to Long-lasting Rivalries.
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52. About NABE Labs
• NABE means ‘Hub’ in German and ‘Cooking Pot’ in
Japanese
• We are a Digital Division of Centrade group
• We craft and create Innovative and Best-in-Class Digital
Products (Web, Mobile, Social).
• We Hub, Collaborate and Partner with best skills and
experience across Asia and Eastern Europe to build Novel,
Audacious and Bold Experiences for our clients and
consumers
• We are currently working on building Next Generation Digital
Banking and Advertising experiences and First-in-Market
Mobile Apps & Games
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59. Which was most viewed ad on YouTube in 2012?
1. “Blown mind” – Old Spice
2. “The Next Big thing is already here” – Samsung
3. “My Time is now” – Nike
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61. In March 2012, upon reaching 25 billion app downloads, Apple revealed
an ‘All-time’ top downloaded apps list.
Which pair (Paid and Free) was most downloaded app on iPhone?
1. Angry Birds (Paid) and Angry Birds (Free)
2. Angry Birds (Paid) and Facebook (Free)
3. Angry Birds (Paid) and Google Search (Free)
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