Proxxima 2012 Paul Gelb Razorfish Keynote - Mobile: A New Golden Age of Marketing

Mobile

The Next Golden Age of Marketing

May 10th 2012

Proxxima 2012

agenda

• Platform wars

• Future growth of mobile

• Brand opportunities & notable examples

• Publisher monetization

2

Proxxima 2012

platform wars moved beyond year of mobile

3

Proxxima 2012

iPad & iPhone were fastest adopted devices

4

Proxxima 2012

Apple’s iPhone business is now worth

more than Microsoft.

5

Proxxima 2012

tech giants’ competition has just begun

AppleGoogleSamsung

Amazon

Microsoft

Facebook

Proxxima 20127

mobile ad spend has grown methodically

Proxxima 20128

Mobile used to fill infrastructure

vacuums in emerging economies,

now it provides more value than robust

infrastructure in mature economies.

U.S. trends will spread globally

Proxxima 2012

multiple revenue stream opportunity exists

• Search

• Premium purchases

• Flash deals

• Display

• Data

9

multi-tasking

mobile data

mobile shopping

there are three key growth catalysts

Proxxima 201210

consumers behavior changed

before marketers started working on a solution

Proxxima 201211

ad spend will follow

measureable engagement

Proxxima 201212

U.S. mobile commerce is scaling fast

Proxxima 201213

mobile is becoming part of

the path to purchase

Proxxima 201214

investors are following consumers

Proxxima 201215

most valuable consumer segment

is the mobile shopper

Proxxima 2012

existing audience measurement and marketing analytics

were not created for a multi-device and application world

Proxxima 2012

alternatives to cookies are being tested

Proxxima 201218

we have only begun to use the data we have

Proxxima 201219

best practices begin with process

Proxxima 2012

CONTEXTUAL

RELEVANCE

20

mobile best practices have one thing in common

Proxxima 2012

Who?

Where?

When?

What?

How?

21

contextual relevance has many meanings

Proxxima 201222

Westin wipes away the cold

Proxxima 201223

Disney taps into gaming

Proxxima 201224

Yahoo! targets multi-tasking

Proxxima 201225

Unilever looks beyond ads

Proxxima 201226

no one is fully monetizing mobile

Proxxima 2012

search

Proxxima 2012

premium purchases

Proxxima 2012

flash sales

Proxxima 2012

display

Proxxima 2012

data

Proxxima 2012

“We always overestimate the change

that will occur in the next two years

and underestimate the change that

will occur in the next 10. Bill Gates, Microsoft Founder

32

Proxxima 2012

we have not seen the full potential of mobile

Thank You