This presentation shares survey results from 300 creative agency professionals about how they view trends in mobile, digital, and interactive marketing. The findings are very informative for any mobile app development agency or any mobile marketing professional who is considering making effective content marketing tools.

1. Digital Perspectives
from the Creative Agency Front Lines
Trends Report

2. 2Copyright © 2017 Proscape
•• This special report compiles feedback solicited from 383 professionals
working at 60 creative agencies worldwide.
•• These creative agency professionals were surveyed about their biggest
opportunities, toughest challenges, and the strategies that drive client
success.
•• They also shared plans for the next 5 years, including the technologies
they’ll be using, the platforms and operating systems they predict will be
most popular, and the devices their clients will use to engage customers.
Executive Summary

3. 3Copyright © 2017 Proscape
•• Phablets and wearables skyrocket in popularity over the next 5 years.
•• iOS remains the most popular platform but experiences significant
challenge from Android.
•• 56% of agency clients desperately need a mobile app this year.
•• Outsourcing technology projects remains a popular alternative to
developing websites and mobile in-house.
•• 80% of agency clients are using mobile marketing apps for sales
enablement.
•• App development with a platform is gaining momentum, driven by
benefits like quicker time to market, reduced complexity, and ease of use.
Key Takeaways

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Trending
Technology and Talent at Creative Agencies

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91%
78%
36%
Platform Popularity
Based on the platforms creative agencies
and currently building for:
•• iOS is still the dominant platform.
•• Android is a close second, bolstered by
support from Google and Galaxy – and
it’s a less expensive alternative to Apple.
•• Windows will gain momentum driven
by the emergence of Windows 10.
Microsoft states that Windows 10 has
been installed on 110 million devices
and will reach 1 billion within 2 to 3
years.1
Android vs. iOS vs. Windows:
What Brands Want Right Now

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•• The popularity of smartphones and
tablets among agency clients remains
steady over the next 5 years.
•• Phablets skyrocket over that same
period, pointing to the potential
convergence toward a universal
device size.
•• Wearables also increase dramatically
in importance, but marketers will have
to learn how to make use of the smaller
screen size
Devices of Today and Tomorrow:
Where Will Wearables Windup, and How Fab
Are Phablets?
Tablets and Smartphones Hold Steady
Phablets and Wearables Skyrocket
0%
2016 2017 2018 2019 2020
100%
50%
60%
70%
80%
10%
20%
30%
40%
90%
87%
84%
78%
76%
47%
73%
47%
7%
Smart Phones - 73% 78%
Tablets - 87% 84% Phablets - 47% 76%
Wearables - 7% 47%

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In-House - 66% of agencies have hired a
programming/scripting resource to answer
the digital call.
Sister Company - 22% share work, time, and
costs with a sister agency in their work.
Outsource - 12% outsource either locally of
offshore.
In-House vs. Outsource
66%
In-House
•• Roughly 2/3 of agencies are handling
tech in-house, while 1/3 are going to
sister agencies or outsourcing their tech
needs.
•• Expect the trend to continue or swing
more heavily in favor of in-house tech
as new platforms emerge to remove
the complexity from mobile app
development.
Solving Tech Challenges:
In-House vs. Outsource & Everything In-Between

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Technologists are a scarce resource for
creative agencies, making technology
work more expensive and difficult to
complete.
According to MIT, top tech graduates
seek out the following companies more
frequently for the first step in their
careers:
Their average starting salary adds
another hurdle for creative agencies
seeking top tech talent.
Proscape is a registered trademark of Proscape Technologies, Inc.
All other logos and registered trademarks are the property of their
respective owners.
Industry Outlook:
Here’s Where All the Best Technologists
Are Hiding Out
$
228k
Compensation
Total
Signing Bonus - $25k
Stocks - $100k
Starting Salary - $103k
via Business Insider2

9. 9Copyright © 2017 Proscape
Mobile, Interactive, and Digital
Client Trends of Today & Tomorrow

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•• Of the clients working with creative
agencies who currently do not have a
mobile app for marketing, 56% need
one this year.
•• Agencies expect to build mobile apps
for marketing for 51% of their clients
this year, and 70% over the next 5
years.
•• Given that U.S. millennials’ have $1.3
billion buying power3 and over 85%
own a smartphone, it’s not surprising
that brands are investing time, money,
and resources to build apps4.
Mobile Apps for Marketing:
Who Has Them, Who Doesn’t, and Who Desperately
Needs Them
in 5 years
70%
How many agencies will build a
mobile app for thier clients?
in 2016
51%
How many agencies need a mobile app?
56%
Need One Now
43% of agencies currently
do not have a mobile
marketing app

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•• “Sales enablement” is the most important current and future use of mobile apps
for marketing, as reported by clients of the creative agencies surveyed.
•• Sales enablement is defined by IDC, the same definition used in this survey, as “getting
the right information into the hands of the right seller at the right time and place, and in
the right format, to move a sales opportunity forward.”5
•• Sales reps represent a variety of roles, like a pharma rep., real estate broker, salon
stylist, brand ambassador, bank teller -- each can benefit form a mobile app for marketing.
How Are Clients Using the Mobile
Apps They Currently Have?
Less Important Emerging Very Important
Content Libraries and
Direct to Consumer Sales
Sales
Enablement
Research and
Lead Generation

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•• 80% of agency clients are using a
sales toolkit which arms their team
with everything they need for sales
enablement.
•• By empowering that sales toolkit with
a mobile marketing app, there is never
a doubt the sales person has the most
current marketing materials customized
for the specific situation and customer.
•• When integrated with a CRM system,
the mobile empowered sales toolkit
can be tracked and analyzed.
What’s Helping Clients Most?
80%
SalesToolkit
ProductSpecs
BrandAwareness
71%
53%

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•• Content libraries and direct-to-consumer
apps are less important for clients using
mobile apps for marketing.
•• Putting content in Google Drive, Drop
Box, or the CRM system library may not
be enough. If a rep can’t find content,
it’s useless.
•• Direct-to-consumer sales apps need to
have a specific use in order to succeed.
A consumer may download an app
if it helps them complete a common,
recurring task.
What Can Clients Likely Live Without?
Content Library and Direct
to Consumer Sales
Content
Repository
Direct to
Consumer Sales
24%
11%

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Return on Digital Agency Services:
Client Trends of Today & Tomorrow

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•• Email marketing and mobile app
development with a platform provide
agency clients with the biggest benefits.
•• Using a platform for mobile app
development makes it easier to test,
measure, and iterate.
•• As new technologies emerge, like
a platform for app or website
development, programmatic
buying or A/B testing, they make
previously manual or time-consuming
opportunities reach their full promised
benefit.
The Digital Services that Give Brands the
Most Bang for Their Buck
Digital Services
Paid Search
Paid Social
Display Ads
Organic Social
HTML App Development
Website Optimization
Website Dev. with Platform
Data and Analytics
CRM Integration
Email Marketing
App Dev. with Platform
Least Profitable Most Profitable

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•• The services that provide clients with
the biggest benefit can also be the
most difficult or headache-inducing for
creative agencies.
•• Agencies should sink their resources
into finding technologies that make the
difficult but profitable services easier to
do – such as platforms for website and
app development.
•• Email marketing, while slightly less
profitable, should remain a staple since
it’s a significant benefit for clients.
•• Organic social, display advertising, and
paid social could be low-hanging fruit if
done at scale.
The Digital Services that Give Agencies the Biggest
Headaches vs. Profitability
Paid Social
Display Ads
Organic Social
Website Development
with Platform
App Development
with Platform
Email Marketing
Most Profitable
MostDifficult
Least Profitable
Easiest
Custom HTML
App Development
Paid Search
Website Optimization
CRM Integration
Data and insights
Digital Service Headaches

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Custom app development services are difficult to provide because they are expensive
(in terms of the expert resources required and time to create). Developing an app with
HTML5 has some advantages over custom development using native code, but it has
limits, including:
Why Custom Development Services
Are So Difficult to Provide
HTML5 Doesn’t Work Alone
Most HTML5 apps integrate Cascading Style Sheets (CSS) and JavaScript, which includes the APIs for working with
text, objects, and arrays.
HTML5 Framework Limitations
Each framework brings its own limitations and issues, which often appear as an application becomes more complex.
User-Experience Inconsistencies
Developers frequently build apps for the most common devices and browswers to ensure the functionality across all
environments, which can hurt user experience (UX). Security Risks
Security Risks
Developers must guard against cyberattacks, improper API usage, and malicious code from Wi-Fi, Bluetooth, or text
messages.
Memory and Performance Limitations
The more complex the object model, the longer it takes to navigate. HTML5 apps can experience lengthy load times if
they have not been carefully designed.
via TechTarget6

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•• Using a platform is making mobile
app creation as easy as website
development with a platform.
•• When asked why they use a mobile
app platform, the creative agencies
surveyed cited shorter time to market,
reduced complexity, and ease of use as
among their top reasons.
How a Mobile App Platform Can Help
TimetoMarket
ReducedComplexity
EaseofUse
LowerCost
EaseofUpdating
DistributingtoUsers
DeployingtoAppStores
BuildingaTrackableApp
DataandReporting
PreparingArtwork
DeliveringCustomContent
CRMIntegration
0%
50%
100%
83%
76%
77%
73%
73%
69%
62%
62%
62%
50%
50%
41%
What’s Most Important to Respondents

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Creative agencies are well prepared for current challenges as well as those they’ll face over the next five years. They understand
their clients’ goals as if they were their own, as well as the technologies they’ll need to provide in order to meet these needs. Many
have made strides to make providing these solutions easier – from platforms that make development work easier to improved
analytics tools that help them make better decisions.
Appendix
Survey Participant Demographics
Number of individuals surveyed: 383 people employed by 60 different creative agencies.
Methodology: Participants were invited via an email invitation. Survey responses were collected throughan online website survey.
All participants who completed .the survey received a gift card of nominal valuein exchange for their time. The average time to
complete the survey was 15.5 minutes.
Bias: The results as presented do contain a natural bias as all participants were either: (1) Employed by agencies that utilize the
Proscape Marketing App Cloud platform to create mobile apps for their clients or;(2) Subscribers to the Proscape Blog about digital
marketing and mobile marketing apps development.
Summary
United States - 32%
Mainland Europe - 24%
Asia - 15%
South America - 8%
Middle East - 5% United Kingdom - 16%
Region
Agency
Type
Agency
Size
50 Employees or Fewer - 30%
500 Employees or More - 28%
50 - 500 Employees - 42%
Member of Agency Network - 65%
Independent Agency - 35%

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Derek Pollock and Bill Conn are on a mission to empower brands and agencies to successfully engage with their customers using
mobile technology and mobile apps.
Derek Pollock
Prior to Proscape, Derek founded, operated and sold another digital media tech startup and also spent time in management,
marketing and sales with the IBM Company. Derek holds a bachelor’s degree in Marketing and Finance from the Wharton School
at the University of Pennsylvania where he graduated with Summa Cum Laude honors.
Bill Conn
Bill is a tech startup veteran, editor, and writer with a passion for connecting B2B professionals with great ideas. Prior to joining
Proscape, he provided marketing and brand leadership for Toolbox.com, PeopleLinx, and The Advertising Specialty Institute. Bill
holds a bachelor’s degree in Biology and English from the University of Pennsylvania.
About Proscape
Proscape’s cloud-based SaaS platform empowers marketers to create apps quickly without coding, deploy apps through multiple
channels, and make informed decisions based on insights from customer activity and preferences. Proscape is used by hundreds
of agencies and thousands of brands, including Publicis, Havas, Saatchi Saatchi, McCann, Heineken, Lancome, Fiat, and more.
For more information, visit www.proscape.com.
About the Authors

21. 21Copyright © 2017 Proscape
1. Microsoft says there are 110 million devices with Windows 10, The Verge, http://www.theverge.com/2015/10/6/9442377/
microsoft-windows-10-download-numbers-surface-users
2. The truth about life in 2015 at Stanford, where 21-year-olds are offered hundreds of thousands of dollars right out of school,
Business Insider, http://www.businessinsider.com/life-at-stanford-in-2015-2015-4
3. The Millennial Generation is Changing the Face of Consumer Marketing, Boston Consulting Group, http://www.bcg.com/news/
press/15jan2014-millenial-generation-changing-face-consumer-marketing.aspx
4. Mobile Millennials: Over 85% of Generation Y Owns a Smartphone, Nielson, http://www.nielsen.com/us/en/insights/
news/2014/mobile-millennials-over-85-percent-of-generation-y-owns-smartphones.html
5. Don’t Understand Sales Enablement? You’re Not Alone, IDC, http://www.slideshare.net/lml999/idc-sales-enablement-jan-2009-
presentation
6. Understanding HTML5 Mobile App Development, TechTarget, http://searchmobilecomputing.techtarget.com/feature/
Understanding-HTML5-mobile-application-development
References