Mobile planning and buying - the

agency world view

Source: IAB / PwC mobile display ad spend survey 2010

Total mobile market 2010

like-for-like

Total mobile market 2010 vs 2009

Source: IAB / PwC mobile display ad spend survey 2010

5%

30%

46%

13%

4%2%

0% 0% 0%1%

22%

56%

14%

6%

1% 0% 0% 0%

0% Between 0% and 1%

1-5% 6-10% 11-20% 21-40% 41-60% 61-80% 81-100%

2009 2010

99% of agencies spent on mobile in

2010 In 2010, what % of the total DIGITAL ad spend, that your agency influences, is for mobile?

Source: IAB Snapshot Research

Base: 2009 (106) ; 2010 (160)

The average mobile campaign in 2010 cost

£33,912

Source: mobileSQUARED

67% of agencies spend a day or more

planning and buying mobile campaigns

Source: mobileSQUARED

Need to make the planning & buying

process easier

Source: mobileSQUARED

Average mobile campaign is £33,912

Agency would take 10-15% of

campaign spend

=

£5,086

Major hurdles for agencies include

tracking and third party ad serving

Source: mobileSQUARED

94% of agencies agree the lack of 3rd party

adserving is damaging to the industry

Source: IAB Mobile Adserving Directory

Though there is a gap in agency &

publisher opinion on the issue

Source: IAB Mobile Adserving Directory

The IAB has produced a Mobile Adserving

Directory to help push this forward

• Report includes:

→ Agency opinions towards mobile

adserving and ad tracking

→ Individual publisher information &

current capabilities in mobile

adserving and tracking

→ Individual adserver status and

reporting capabilities in mobile

adserving and tracking

→ Overall industry opinion towards

mobile adserving and ad tracking

http://www.iabuk.net/en/1/mobileadservingdirectory.html

Mobile Adserving Directory-

Adservers• Of the 6 we surveyed

• All of them have mobile products or have plans for

them in the next 12 months

So

urc

e: IA

B M

obile

Ad

serv

ing

Dire

cto

ry

Mobile Adserving Directory-

Publishers• Of the 24 we

surveyed

• 67% can do third

party adserving now

• 21% will be able to

do so in the next 12

months

• 13% can’t do it

So

urc

e: IA

B M

obile

Ad

serv

ing

Dire

cto

ry

The outlook for 2011 is good..

By what percentage do you expect the average spend for mobile

(and mobile element of a campaign) to increase in 2011?

Average mobile

campaign spend

in 2011 is

expected to

increase to

£38,752, up by

14.3% on 2010.

Source: mobileSQUARED

88% of agencies think mobile will be the fastest

growing medium for the next 5 years

73%

88%

Mobile will be the fastest growing media for the next 5 years

2009 2010

Source: IAB Snapshot Research

Base: 2009 (106) ; 2010 (160)

Conclusions

• 99% of agencies do some form of mobile & £83m was

spent on mobile in 2010

• The process of buying and planning mobile is time

consuming, and user tracking and adserving are major

hurdles

• Publisher and Adserver data from the IAB Mobile

Adserving Directory shows industry progress

• 2011 looks positive as agencies predict an increase of

14% on mobile campaigns