1. The Gathering Wave:
Digital, Targeted Marketing
and Mobile Converge –
Location-Based Services
August 21, 2013
Squaw Creek
The Mobile Insider Summit

2. www.borrellassociates.com
Source: © Borrell Associates, Inc. 2013
Media Shares from 1949

3. www.borrellassociates.com
Local Advertising Spending ($ billions)
$1 $1
$3 $4
$6 $7 $8
$11 $12
$18
$41
2012 2015
Source: Borrell Associates, Inc. 2013

4. www.borrellassociates.com
Local Ad Spend Change (2012 – 2015, $b)
-$2
$0
$2
$4
$6
$8
$10
$12
Source: Borrell Associates, Inc. 2013

5. www.borrellassociates.com
Digital Ad Formats ($ billions)
($5)
$5
$15
$25
$35
$45
2012 2015
Targeted Display
Paid Search
Online Video
ROS Display
Email
Online Audio
Source: Borrell Associates, Inc. 2013

6. www.borrellassociates.com
Introduction of Pope Benedict XVI
Photo: Luca Bruno, AP

7. www.borrellassociates.com
Introduction of Pope Francis
Photo: Michael Sohn, AP

8. www.borrellassociates.com
* Includes smartphones, PDAs, mobile game players, e-readers, GPS devices, etc.
Laptops
Tablets, Netbooks
Other Mobile Devices*
2012
2017
Ad-Capable Mobile Devices
0.3
5.8
113.8
35.9
18.6
245.1
Millions of Units

9. www.borrellassociates.com
8
$5.77
$9.40
$15.77
$28.00
$41.76 $58.22
$83.61
$106.87
$135.85
$44.81
$56.35
$59.95
$65.89
$75.31
$81.17
$72.31
$59.13
$31.45
$50.58
$65.76
$75.72
$93.89
$117.08
$139.39
$155.92
$166.00 $167.30
2010 2011 2012 2013 (P) 2014 (F) 2015 (F) 2016 (F) 2017 (F) 2018 (F)
Mobile Device Ad $
Static Device Ad $
Total Digital Ad$
Static vs. Mobile

10. www.borrellassociates.com
How familiar are you with Mobile marketing
opportunities available to your business?
© 2013 Borrell Associates Inc.
20%
38%
23%
14%
6%
Very Somewhat Not very Not at all Don't know/Not
Sure

11. August 21, 2013
Lake Tahoe
The Mobile Insider Summit
The Place of Place:
What Can Marketers Do With The Location Data Point?
Moderator
Colby Atwood, President, Borrell Associates
Panelists
Mahan Archer, SVP of Consumer Experience, Engauge
Ian Beacraft, Senior Digital Strategist, Leo Burnett
Jeremy Geiger, CEO, Retailigence
Vaino Leskinen, Director of Mobilelab, Digital Arts Network (TBWA)
Amanda Paluzi, CRM Analyst, Yum! Brands - Pizza Hut