1.
Mobile
Is Not
A Channel

2.
Agenda
1. Mobile is now
1. Accept multiplicity of device
2. Activate & engage

3.
Mobile is Now

4.
Because …
Mobile is not an advertising channel
Mobile is an access point for consumers
Everything must be mobile-enabled

5.
digital & physical &
content social
needs needs

6.
Simplicity &
accessibility
The Time
make now
for Mobile
the time for
is Now
mobile
The time
for
mobile is
now.

7.
In 2011 something
profound happened…
The number of smartphones sold exceeded the number of
PCs sold
In a few years, the number of mobile devices will dwarf
the number of PCs

8.
Finally the year(s) of mobile
500m
85% beats £3.3bn $6.5bn to
3.5bn
Mobile internet
of new users exceed Transaction Redemption
handsets can PC users value of value of Mobile mobile internet
access the globally mobile Coupons in US user growth
mobile web payments in alone globally
the UK 2010 → 2015
Source:
Source: Source: Source: Source:
Ericsson, Mobile Broadband World, Nov 2010
MobiThinking, Oct 2010 Morgan Stanley, Nov 2010 IAB/PWC Adspend study, Apr 2010 BorrellAssociates, Aug 2010

9.
A global tipping point: 3G access

10.
Moore‟s law applies, but how do
we measure mobile accurately?

11.
Content accessibility is making
mobile the access point of choice
Global internet users
will double over the
next few years – and
most will be mobile

12.
The tablet only enhances the
fact, mobile is an access point
Tablet shipments growing Tablets are the fastest-selling
rapidly consumer tech device in
history
(in millions) 101m Number of days to reach 1M units sold
360+ 74 28
65m
16m
2010 2011 2012 2001 2007 2010
Sources: Morgan Stanley, Apple

13.
The mobile tide lifts all ships
Over 2MM iPad apps 30% of 2011 „Black Friday‟ ~$2Bn - $4Bn in Sales via
downloaded revenue was from Mobile mobile devices in 2011
Generated $4Bn in Mobile 10%-20% of all search 10%-15% of unique
GMV & $2Bn in Mobile TPV queries come from mobile visitors and page views
in 2011 devices from mobile apps
Over 15% of seated diners Mobile devices account for 270% growth in hotel
from mobile apps >60% of listener hours bookings with 99%
booked for same-day
check-ins via Mobile
Sources: Company Reports, CIRA

14.
Accept Multiplicity of Device

15.
While device access is fragmenting,
publishing is consolidating

16.
Mobile allows for cross
channel continuity
Percentage of daily search queries by hour
& because of smartphones much of the mobile
queries are in-app not via a traditional search
engine
Tablet
Mobile
Desktop
12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM
Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day.
Does not indicate absolute or relative traffic volumes.

17.
The monochromatic to
polychromatic consumer
“2011 saw mobile media use accelerate
across markets…& continuing shifts
toward a constantly connected consumer
lifestyle.”
2012 mobile future in focus
comScore, feb 2012

18.
A day in the life of today‟s
connected consumer…
Wake up AM commute Lunch
checks email reads news on searches for nearby
before getting out the way to work cafes to meet a friend
of bed for lunch
Evening commute Dinner Evening
reads reviews while watches videos sees interesting TV
shopping for a new while waiting for commercial
digital camera take out &searches for more
info

19.
US leads in mobile multitasking,
81% juggle multiple devices
listen to music on the radio
51%
read a book
watch TV
18% 51%
81%
use a
smartphone
read news-
paper/magazine
while….
use internet
17%
44%
play video games
Source: Google/Ipsos Our Mobile Planet, Global 28%
Smartphone Study 2012

20.
But brands still lag
consumer adoption
Advertisers aren’t there yet…
less than only
10%
of the web in 2012 is
1%
of ad spend is
mobile ready dedicated to mobile
Source: Google Internal Data 2012, eMarketer 2012

21.
Even though mobile activated
media performs better
74%
24% lift in
campaign
% correctly recalling
recall
Volvo as brand
50%
advertised
TV+
TV Only PC Video+
Phone Video+
source: Nielsen Multi-Screen Media Lab Study, Sep’11
Tablet Video

22.
Yeah, what he said …
39%
17% lift in
engagement
% recalling that ad
featured a four-door
sedan
22%
TV+
TV Only PC Video+
Phone Video+
Tablet Video
source: Nielsen Multi-Screen Media Lab Study, Sep’11

23.
Implications
Consumers engage across all screens, yet little of that is
mobile only content, but rather optimized for mobile
Your customers are polychromatic
Multi-screen communications are more effective
Tremendous opportunity to optimize experience
It is not what screen you should focus on, but how to
optimize your customer experience across all screens

24.
Activate & Engage

25.
Re-think mobile now
Create Engage
develop mobile allow mobile to
specific pages & enhance the brand
experience
sites
Extend
sync efforts across
all screens

26.
Why, you might ask?
In the next 18 months,
over 20% of
traffic to your clients
sites will come from
mobile.

27.
The untapped opportunity
79%
of large online advertisers
do not have a mobile
optimized landing page

28.
Summary
Embrace a mobile first approach to all
marketing & communications efforts
Mobile devices are consumers’ constant
companions &are central to their daily
lives
Greater capabilities exist on mobile to
engage in real time

29.
Thank you!
Rob Griffin
Obrigado!
EVP, Global Director, Product Development
Havas Digital Gracias!
rob.griffin@havasdigital.com Merci!
Grazie!
Arigatô!
Vielen Dank!
Terima Kasih!
谢谢您!
8/23/2012 :: 29