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Hang on Tight! Mobile Has Arrived
February 1, 2013
Our Panelists
Andrew Edwards CEO, Technology Leaders
Benjamin Diggles Director of Digital Marketing, Webtrends
Greg Dowling Vice President of Mobile Strategy, Semphonic
Why Mobile Matters
Mobile is the most popular and rapidly adopted personal technology in the world.
Why Mobile Matters
Mobile web browsing is experiencing a meteoric rise, but still a small percentage.
Why Mobile Matters
Source: Mary Meeker (KPCB), StatCounter Global Stats, 11/12
In 2011, smartphone sales exceeded PC sales for the first time…
Why Mobile Matters
U.S. and other markets are past the halfway point…
Why Mobile Matters
Smartphone adoption still has a tremendous upside…
Why Mobile Matters
Source: Mary Meeker (KPBC), Morgan Stanley Research estimates
Mobile monetization presents a substantial opportunity…
Why Mobile Matters
Source: Mary Meeker (KPCB), Gartner, eMarketer, Strategy Analytics
Significant gap between time spent and mobile ad spend…
Why Mobile Matters
Source: Mary Meeker (KPCB), eMarketer, IAB
Majority of mobile ad spend is in mobile search + display ads on mobile web
Why Mobile Matters
But what about apps?
Why Mobile Matters
Source: Nielsen Smartphone Analytics
App Store downloads to exceed 60 billion by mid 2013
Why Mobile Matters
Mobile app revenue growing fast, but still relatively small – Freemium dominates
Why Mobile Matters
But who dominates the mobile platform?
Why Mobile Matters
But what about app revenue?
Why Mobile Matters
And mobile commerce and web traffic?
Why Mobile Matters
Mobile Measurement
There are four common Mobile Measurement Strategies
• JavaScript Tagging
• Server-Side Image Requests
• Server-Side Data Capture
• Vendor SDKs
Each have some advantages and each have some
significant disadvantages
Measurement Strategies
JavaScript Tagging
Pros Cons
Server Side Image Requests
Pros Cons
Server Side Data Capture
Pros Cons
Vendor SDKs
Pros Cons
Of course, you can always leverage a Tag Management System!
Panel Q&A
