This presentation reviews the history of mobile, the current state of mobile usage and mobile advertising, and the potential for mobile in the future

1. MOBILE MARKETING
PAST, PRESENT
& FUTURE

2. AGENDA
1. MOBILE EVOLUTION
2. CURRENT STATE OF MOBILE
3. EVOLUTION OF THE MOBILE CAMPAIGN
4. THE FUTURE OF MOBILE

3. 3
MOBILE EVOLUTION

4. 4
MOBILE EVOLUTION

5. 5
MOBILE EVOLUTION

6. 6
MOBILE EVOLUTION

7. 7
MOBILE EVOLUTION

8. CURRENT STATE OF MOBILE

9. 9
HOW MANY APPS
ON THE
AVERAGE TMK
PHONE?

10. 10
CURRENT STATE OF MOBILE
Developers in
iPhone 1st Gen
Pandora’s Box is Opened!
MOBILE Carriers Out
BIG
BANG
Mobile Web as we know it
Apps are Perfected

11. CURRENT STATE OF MOBILE
FOR
MARKETERS,
THE SKY IS THE
LIMIT

12. 12
BIG BANG CASE STUDY:
CURRENT STATE OF MOBILE ALLRECIPES.COM
Before 2010
1% of traffic
reported
from mobile
devices
Between
2010 & 2012
mobile traffic
accounted for
66% of traffic

13. 13
BIG BANG CASE STUDY:
CURRENT STATE OF MOBILE ALLRECIPES.COM
m.allrecipes
developed
for 18 countries
Unique
opportunity
for marketers
4 Different
mobile apps
were created

14. 14
WHAT IS THE
BIGGEST MYTH ON
MOBILE?
A. YOU ABSOLUTELY NEED A MOBILE
APP & MOBILE WAP TO BE IN MOBILE
B. MOBILE ENGAGEMENT IS EASILY
TRACKABLE
C. BACK-END CONVERSATION RATES
ARE INACCURATE
D. AD TARGETING ON MOBILE IS JUST
AS SOPHISTICATED AS DESKTOP

15. 15
D
AD TARGETING ON MOBILE IS JUST AS SOPHISTICATED AS DESKTOP

16. 16
CURRENT STATE OF MOBILE TARGETING AS WE KNOW IT

17. 17
LOCATION TARGETING CASE STUDY:
CURRENT STATE OF MOBILE QUIZNOS SUB
Objective:
Increase coupon redemption
rate
Target:
Quick service customers with
appetite for subs

18. 18
SOCIAL TARGETING CASE STUDY:
CURRENT STATE OF MOBILE VANGUARD
Objective:
Deliver messaging
for Vanguard across
mobile twitter apps
Target:
Twitter users
following finance
influentials and
conversations about
the markets

19. EVOLUTION OF THE MOBILE CAMPAIGN

20. 20
WHAT IS THE % OF
DOLLARS SPENT ON A
MOBILE CAMPAIGN?
WHAT IS THE
TIME SPENT?

21. 21
1-2%
10%

22. 22
EVOLUTION OF THE MOBILE CAMPAIGN
AVERAGE TIME SPENT PER DAY
vs. US AD SPENDING SHARE
TIME SPENT SHARE
TV
INTERNET
10% TIME SPENT IN MOBILE
vs. RADIO
1% AD SPEND IN MOBILE
MOBILE
NEWSPAPERS
AD SPENDING SHARE
MAGAZINES
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
SOURCE: eMARKETER, DEC 2011 & JAN 2012

23. 23
EVOLUTION OF THE MOBILE CAMPAIGN
US MOBILE AD SPENDING SHARE,
BY FORMAT, 2009-2014
% OF TOTAL
2009
55% 22% 20% 3%
2010
MESSAGING
44% 27% 25% 4%
2011 DISPLAY
38% 30% 27& 5%
SEARCH
2012
VIDEO
32% 33% 30% 6%
2013
26% 34% 33% 7%
2014
24% 35% 34% 8%
NOTE: NUMBERS MAY NOT ADD UP TO 100% DUE TO ROUNDING

24. 24
CASE STUDY:
EVOLUTION OF THE MOBILE CAMPAIGN BNY MELLON
INTERSTITIAL WITH VIDEO

25. 25
CASE STUDY:
EVOLUTION OF THE MOBILE CAMPAIGN PROGRESSIVE
SHAZAM

26. 26
CASE STUDY:
EVOLUTION OF THE MOBILE CAMPAIGN VANGUARD
INTERACTIVE
RICH MEDIA

27. 27
CASE STUDY:
EVOLUTION OF THE MOBILE CAMPAIGN MACY’S
IN STORE QR CODES

28. 28
CASE STUDY:
EVOLUTION OF THE MOBILE CAMPAIGN AIX
TAP TO
MOBILE
STORE

29. FUTURE OF MOBILE

30. 30
FUTURE OF MOBILE MOBILE AD SPEND FORCASTED TO GROW RAPIDLY
$20.89
180.0%
$15.82
$11.14 MOBILE AD
SPENDING
85.5% 77.0%
85.0%
$7.19 % CHANGE
55.0%
$4.06 42.0%
32.0%
$1.45
$0.77
2010 2011 2012 2013 2014 2015 2016
NOTE: INCLUDES DISPLAY (BANNERS, AND OTHER RICH MEDIA AND VIDEO), SEARCH AND
MESSAGING-BASED ADVERTISING; AD SPENDING ON TABLETS IS INCLUDED
SOURCE: eMARKETER, DEC 2012

31. 31
FUTURE OF MOBILE TARGETING
Putting the cookie into mobile
mCommerce Data
Location targeting becomes stronger

32. 32
FUTURE OF MOBILE TECHNOLOGY
HARDWARE SOFTWARE
flexible display phone/tablet as a hub

33. 32
FUTURE OF MOBILE TECHNOLOGY
HARDWARE SOFTWARE
flexible display phone/tablet as a hub

34. MOBILE
ANYWHERE, ANYTIME

35. THANK YOU
Derek Lu - dlu@mediakitchen.tv
Matt Borchard - mborchard@mediakitchen.tv