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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
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