Adapted from Eric Franchi's presentation "Liquid Creativity" at IAB MIXX on September 23, 2013, this deck examines challenges of mobile advertising and the "new rules" the industry needs to adopt. Eric Franchi is co-founder of Undertone.

1. THE NEW RULES FOR MOBILE
ADVERTISING
Eric Franchi | September 2013

2. The Digital Advertising Industry Continues To Wait
For The “Year of Mobile”

3. Consumers Aren’t Waiting For The Year Of Mobile
Device purchase and usage continues to soar, leading to more media consumption
than ever

4. Consumption Is Happening Across Many Screens
Leading to a longer “digital day”. PC during the day, smartphone and tablet in the
evening.
Source: Undertone, 2013

5. But Have Advertising Dollars Matched The Eyeballs?
No. The gap between time spent and advertising spend on mobile is significant.

6. Why? Have You Noticed A Mobile Banner Lately?
Smaller ads make it hard for brands to stand out, and for publishers to capitalize on
growing mobile traffic levels.

7. Not To Mention The Fact That It’s Hard To Execute!
Source: Undertone, 2013

8. We Need New Thinking For A New Era
Take a page out of Jay-Z’s recent album release and create some “new rules”

9. RULE #1: Stop Thinking About Screens In Silos
Consumers are moving from device to device. Let’s create advertising solutions to
match

10. RULE #2: Improve Mobile Advertising Formats
Larger screens require bigger and better ads to break through

11. RULE #3: Follow The Early Leaders
Source: emarketer, 2013
Google
Facebook
Pandora
Other
Worldwide Mobile Ad Revenue Share by Company
Facebook and Google – who have about 70% market share - are creating solutions to
reach consumers wherever they are, regardless of device

12. RULE #4: New Technology For A New Era
HTML5 and responsive design are powering the new Web, creating “build once, run
everywhere” sites and ads

13. RULE #5: Be Everywhere… But Be In Context
LOCATION based
messaging
TAP/SWIPE to
engage
Deliver the right message to the right device

14. More Screens Are Coming. Be Ready To Capitalize.

15. THANK YOU
Eric Franchi
efranchi@undertone.com
@ericfranchi | @accessundertone