What is mobile?IAB Mobile Marketing Center of Excellence

IAB’s Mobile Marketing Center of Excellence

• Launched in December 2010• Think of the Mobile Center as “a mini IAB

within the IAB”• Goal: drive growth of the mobile advertising

marketplace and of our members’ share of mobile marketing spend

• Five Mobile Center staff, led by Anna Bager, IAB’s VP of Mobile

• Separate Mobile Center Board of Directors, which reports to overall IAB Board

IAB | Mobile Marketing Center of Excellence

IAB Mobile Marketing CenterBoard and Supporting Members

Current as of July 19, 2013

What is Mobile?IAB Mobile Center

What is Mobile?

• It’s a device• It’s a network• It’s an operating system• It’s a technology• It’s a business model• It’s a medium• It’s a platform• It’s a buzzword

IT’S HOW WE LIVE OUR LIVES

Mobile Is Everywhereand Everything

IAB | Mobile Marketing Center

Defining “Mobile First”

• Mobile First is often described in terms of business strategy—it’s how media companies should think.

• But Mobile First is really about how consumers with smartphones and tablets are living their daily lives.• It’s about a behavioral and social change

• These changes create challenges and opportunities for companies seeking a consumer audience

“Mobile” Can Be Any Screen

Or No Screen At All

And We Don’t Use Screens One at a Time

77% of the time when we’re using a TV, we’re using another device

49% with a phone | 34% with a PC/laptop

57% of the time when we’re using a smartphone, we’re using another device

29% with a television | 28% with a PC/laptop

Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf

Information Gets More Subtle and Pervasive

Screens Can Bring Families Together

Percentage of Use In Home

Source: Council for Research Excellence

Smartphone Tablet

82%64%

Or Keep Us Company When We’re Alone

Smartphones Enable Shared Personal Experiences

Mobile is Changing Etiquette

And Changing How We Shop

For Small Children, Magazines are Broken Tablets

Mobile in a Word:Marketers’ Views

Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for release Sept. 2013, n=301

Marketers Report Strong Budget Increases from 2011-13

Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for release Sept. 2013, n=301

Marketers Expect Continued Mobile Budget Growth

Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for release Sept. 2013, n=301

Cost Effectiveness, Engagement, and Reach Top

Mobile Benefits

Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for release Sept. 2013, n=301

Top Mobile Challenges Remain, But Urgency Abates

Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for release Sept. 2013, n=301

Global Mobile Ad Revenue Nearly Doubled in 2012

Source: Global Mobile Advertising Revenue: Display, Search, Messaging 2011 & 2012 Across Regions, Report prepared by IHS Electronics & Media for IAB and IAB Europe

Euro

s B

illio

nsGlobal Mobile Ad Revenue (US$B)

We won’t realize the full potential of mobile advertising until we begin to develop advertising applications around the full suite of emerging mobile behaviors.

Think More Precisely About Mobile Users

PassiveActive

Not moving

Moving

In home

Out of home

Calm Agitated

Understanding mobile behaviors means understanding the larger ecosystems in which mobile devices are used.

Let’s not treat mobile like the web, only smaller.

How to Win at Mobile?• Move quickly to understand emerging

behaviors• Don’t make the same mistakes• Move beyond channel-based thinking• Research emerging behaviors to establish best

practices for advertising in a multiscreen world

• Build the case for attacking offline ad budgets• Break free of the silo• Innovate broadly for multiple contexts

And small devices can make big changes

Thank you!IAB Mobile Marketing Center of Excellence