Mobile 101

1. The mobile opportunity

2. The average household now owns 7.4 internet
devices
1.7
Smart
phones
1.3
Laptops
1.2
Tablets
1.0
Games consoles
0.6
Desktop
computers
0.5
Connected
TVs
7.4
Source: YouGov

3. Ed Miliband Nicola
Sturgeon

4. Ed Sturgeon

5. Time spent online
Source: IAB & UKOM / comScore

6. Time spent online by device
Source: IAB & UKOM /

7. Two thirds
(68%) of
smartphone owners
would be anxious if
they accidentally
left their mobile at
home
Source: IAB mobile, tablet and other

8. We challenged
people to spend
just one day
without their
smartphone….Source: IAB mobile, tablet and other

9. We challenged
people to spend
just one day
without their
smartphone….Source: IAB mobile, tablet and other

12. What does this all
mean to UK
businesses?

13. News consumption is mobile first
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
% Total Digital Population
% PC
% Mobile

14. 69% of people
said visiting a non
optimised website
was a
frustrating
experience

15. …of the top 250
UK advertisers
have a mobile
optimised site
Source: IAB top 250 mobile

17. It isn’t about
mobile in
isolation…

18. 25% of us have been
prompted by outdoor media
to look up more information
on their smartphone or
tablet…
Source: IAB mobile, tablet and other media

21. Is advertising spend
following the
consumer?

22. SOURCE: IAB / PwC Digital Adspend H1 2015

23. SOURCE: IAB / PwC Digital Adspend H1 2015

24. Display increased share of mobile spend
Other = classified, SMS and remaining formats
SOURCE: IAB / PwC Digital Adspend H1 2015
Category H1 2014
Share
Search 55%
Display 44%
Other 1%

25. Content & Native (inc. in-feed) is half of mobile
display
* Standard display includes Standard Banners, Rich Media Banners, Interstitials and MPUs. ** Remaining display formats includes music and tenancies
Introduced in 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution tools
SOURCE: IAB / PwC Digital Adspend H1 2015

26. Mobile accounts for two thirds of spend in social
SOURCE: IAB / PwC Digital Adspend H1 2015

27. Content & Native (inc. in-feed) is half of mobile
display
* Standard display includes Standard Banners, Rich Media Banners, Interstitials and MPUs. ** Remaining display formats includes music and tenancies
Introduced in 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution tools
SOURCE: IAB / PwC Digital Adspend H1 2015

28. Half of standard mobile display is rich media
SOURCE: IAB / PwC Digital Adspend H1 2015
2014: 44%

30. Content & Native (inc. in-feed) is half of mobile
display
* Standard display includes Standard Banners, Rich Media Banners, Interstitials and MPUs. ** Remaining display formats includes music and tenancies
Introduced in 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution tools
SOURCE: IAB / PwC Digital Adspend H1 2015

31. © 2015 Celtra Inc. All rights reserved.

32. Content
and
Native, inc
in-feed
£105.5
m
£137.9
m
Standard
display
+31
%
+67%
Mobile video and content & native show strong growth
Note: growth rates are absolute (not like-for-like)
SOURCE: IAB / PwC Digital Adspend H1 2015

33. Mobile now accounts for 27% of all digital
advertising
SOURCE: IAB / PwC Digital Adspend H1 2015
27%
of total Search
39%
of total Display
2%
of total Other (incl.
Classifieds)

34. And if all that
wasn’t enough…