Users are more impatient on mobile; quickly deliver what they need and then they may actually come back again.

1. Increasing Mobile
Usage and Ads, But…
Dr. Augustine Fou, Founder
Marketing Science Consulting Group, Inc.
http://www.linkedin.com/in/augustinefou
November 16, 2012 1

2. Mobile Use Continues to Grow
More people have smartphones More people use internet on mobile
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3. Mobile Ad Spending Grows
Source: KPCB May 2012
Mobile ad spending continues to grow Lots of “headroom” left
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4. Format of Mobile Ads
Source: eMarketer, January 2012 Source: IAB, June 2012
… are 50 – 60% mobile search ads
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5. Mobile beats desktop, but...
Source: IAB - Full year 2011
cost per click
click thru rate
lift in ROI
…it also costs more, … and total spend is
so ROI lift is small. still small, as well.
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6. Fewer Mobile Pageviews
Source: Morgan Stanley Internet Trends
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7. So What?
“Users view fewer pages and are
more impatient in finding what they
want on mobile. Tailor your marketing
to quickly satisfy their needs so that
they may actually want to come back
in the future.”
- Dr. Augustine Fou
November 16, 2012 7

8. Dr. Augustine Fou – Chief Digital Strategist
“I show clients how they need to
evolve their advertising and
marketing in the new digital
world.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
November 16, 2012 8
acfou@mktsci.com