eMarketer Webinar: Mobile Advertising and Marketing—Key Trends and Benchmarks

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Please join us for this free webinar featuring eMarketer Principal Analyst Noah Elkin as he discusses the key trends emerging in mobile ad spending and addresses what marketers can expect to see in the year ahead.


  • 1.Presented by: Noah Elkin Principal Analyst #eMwebinar @noahelkin O C T O B E R2 7,2 0 1 1 Mobile Advertising and Marketing Key Trends and Benchmarks Sponsored by:

2. Agenda

  • Setting the stage:Smart device and mobile web adoption
  • Marketer approaches to mobile marketing:Evolution, not revolution
  • Mobile advertising outlook: Spending growth ahead
  • Consumer outlook:Awareness and engagementon the rise
  • Q&A

3. Setting the Stage: Smart Device and Mobile Web Adoption 4. Smartphone adoption remains thedriving forcebehind the expanding mobile advertising market 5. US smartphone ownership is growing more quicklyamong recent phone buyers Twitter: #eMwebinar @noahelkin 6. Market momentum is solidly inAndroids favor 7. in whatis fast becoming atwo-horse race 8. Driven by the US market, demand fortabletscontinues to be feverish 9. Mobile and web are becoming moresynonymous Twitter: #eMwebinar @noahelkin 10. as internet access from mobile devicesexpands 11. High-value activitiespredominate among smartphone owners 12. Tablet users likewise display a prevalence forengaging with web media and content 13. Marketer Approaches to Mobile Marketing: Evolution, Not Revolution 14. Mobile advertising is nowmore the normthan the exception Twitter: #eMwebinar @noahelkin 15. Marketers see mobile as a key mechanism forengagingtheir audienceat every stage of the purchase funnel 16. Marketers employ arange of mobile tacticsto achieve their goals 17. including avarietyof ad formats 18. Android is catching up butiOS devicesstillgenerate more marketer interest Twitter: #eMwebinar @noahelkin 19. Bigger companies allocatemore dollarsfor mobile 20. Average expectedchangein mobile marketing budgets in 2011 35% Source: Jumptap/DIGIDAY Mobile State of the Industry Survey, Sept 2011 21. More marketers are taking anintegrated approach to mobile 22. But the extent of integrationvaries by industry 23. Marketers cite acommon set of benefits and challengeswith mobile advertising 24. Mobile Advertising Outlook: Spending Growth Ahead 25. eMarketerslatest forecast is higherfor 2011 and beyond 26. Growth in mobile advertising isstrong across the board 27. but search and display are emerging as thedominant mobile ad formats Twitter: #eMwebinar @noahelkin 28. More marketers are trying to capitalize onlocal intent 29. Shift in spending shares reflectschanging marketer priorities 30. Growth in mobile search hasother strategic and tactical implications 31. Increased focus on display and rich mediais evident in marketer surveys 32. Smart devices account for themajority of mobile display ad requests 33. Tablet users consume thelargest share of mobile video ads Twitter: #eMwebinar @noahelkin 34. Ad effectivenessis an important driver behind mobile display ad adoption 35. Consumer Outlook: Awareness and Engagement on the Rise 36. Smartphone owners aremore likely than feature phone usersto see and respond to mobile ads 37. Tablet users have agenerally positive attitudetoward ads 38. Awareness of mobile ads ishighestamongyounger smartphone users Twitter: #eMwebinar @noahelkin 39. Smartphone users are most likely to noticesearch and in-app display ads 40. Mobile ads are leading to consumerengagement 41. Ads that connect with users duringspecific activitiescorrelate with higher engagement rates 42. Other mobile marketing approaches can alsodrive engagement and conversion 43. Bottom line: Mobile can play a key role atevery stageof the purchase funnel 44.

  • Rising smart device and mobile web adoption signal new imperatives for marketers. Marketers need to look toward the day when the mobile web is no longer a sideshow but a main event.
  • Mobile marketing is no longer a question of if but of when. Expect to see mobile continue to emerge as less of an afterthought and more of a permanent fixture in marketers digital strategies.
  • Mobile advertising is following a similar evolution as the desktop.Search and display are emerging as the dominant mobile ad formats. The outlook for mobile ad spending overall is trending sharply upward.
  • The future of mobile is all about sophistication. More capable devices, faster networks, savvier mobile consumers and richer experiences lie ahead. Marketers strategies must evolve in line with the growing sophistication of mobile devices and consumers usage patterns.

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Ready Already Mobile Solutions Today 48. 49. Thank You! http://emarketer.cliqlaunch.com/emarketer_demo/LandingPage.aspx [email_address] Contact Us For More Information! 50. Mobile Advertising and Marketing Key Trends and Benchmarks Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording.For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions.To learn abouteMarketer TotalAccess please visitwww.emarketer.com/products or contact us: (800) 405-0844 or[email_address] Presented by: Noah Elkin Principal Analyst, eMarketer, Inc. Twitter Hashtag: #eMwebinar Sponsored by :