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REAL            MEDIA
                                                                                              MEDIA           INNOVATION
                                                                                              GROUP           GROUP




Fast Facts: Mobile Advertising Growth

In today’s agile marketplace, advertisers and publishers
need to build a consistent customer experience across
all connected devices and platforms, including Mobile.
Mobile’s rapid rise impacts the way business is done and
ignites significant growth potential.

Here are some insights and ideas to consider when
developing your mobile strategy.



Mobile Reach Increasing—Why Mobile and Why Now?
  2011 REGIONAL MOBILE                                                                  Mobile
                                               Adults
                                                                 44%
  PENETRATION                                 who own a                                 phone
                                                                                        usage¹       92%
    102%           131%                      SMART
                  71%   77%                  PHONE
                                                                                                                     84%
       100%                                     EU² US³
                                                                 48%
    Worldwide 86%4
 	EU users                                                                              	EU users accessing
 	average
                                                                                        	INTERNET
 		viaIME
   T mobile²                                                                            	through mobile                   N

                                                        52%
                                                                                                                        IO

                       9.4
                    Hours/Week                                                            GROW
                                                                                               TO       400
                                                                                                                    MILL


                                              OF MOBILE USERS ACTIVELY BROWSE
                                                                                                                     in 2012
                                                THE INTERNET ON THEIR DEVICES




Sources: ¹European Journal of Scientific Research, 2010 ²IAB Europe MediaScope Europe, 2012 ³eMarketer, July 2012
4Portia, April 2012


A WPP COMPANY
REAL            MEDIA
                                                                                              MEDIA           INNOVATION
                                                                                              GROUP           GROUP




The Rise of Mobile Impacts Consumer Media
Consumption and Behavior

                                                                                       DISPLAY
   There will be
   7.1 BILLION                                                                         22%
   connected mobile devices                                                            US smartphone users who
   worldwide by 2015¹                                                                  made a purchase via PC
                                                                                       after viewing a mobile ad6


                                             VIDEO

   SOCIAL                                   1 in every 10
   37% of EU mobile
   owners use their phones
                                             tablet users view video
   to check social                           content almost daily.³
   networks²



   SEARCH            22%                                  11%                            E-COMMERCE


                                                            9%
   of all US mobile owners                                                               11% of EU mobile owners
   used search on their phone                                                            use their phones to buy
   in January 2011, up from                                                              online and 9% buy online
   16% a year earlier                                                                    via an App²




Mobile                                          GLOBAL MOBILE AD                             THE TABLET MARKET
Advertising                                     SPEND WILL REACH
                                                $6.4 BILLION IN 20124
                                                                                             WILL GROW 91.7%
                                                                                             IN 20125
is a Growing
Opportunity
                                                SMARTPHONE CTRs                              82% OF EU BUSINESSES
                                                ARE 72% HIGHER AND                           WILL INCREASE THEIR
                                                TABLET SEARCH AD CTRs                        MOBILE AD SPEND
                                                ARE 31% HIGHER VS.                           IN 20124
                                                DESKTOP SEARCH ADS7




Sources: ¹Socialtimes.com, “How Mobile Devices Have Redefined Media Consumption,” April 9, 2012 ²IAB Europe, MediaScope 2012
³US ComScore June 2012 4eMarketer, July 2012 5WebProNews.com, June 2012 6Nielsen “Counting Today’s Mobile Consumer,” July 2012
7Marin Software, “State of Mobile Search Advertising in the U.S. 2012”
A WPP COMPANY
REAL      MEDIA
                                                                                      MEDIA     INNOVATION
                                                                                      GROUP     GROUP




Advanced Mobile Technology and Analytics
Provide Competitive Advantage

  ENGAGEMENT                                                                    TARGETING
                                                                                New technology facilitates
  Mobile advertising increases                                                  pinpoint targeting, including
  message relevancy and drives                                                  age, gender, interests/behav-
  direct response, enabling reach                                               ior, device type, operating
  to consumers across screens.                                                  systems and more.



                                     INTERACTION
                                     Mobile QR codes are
                                     rapidly gaining popularity.
                                     They allow marketers
                                     to leverage the visual
                                     engagement of print ads
                                     and drive user actions.

  ROI                                                                          TRACKING &
  For every dollar                                                             REPORTING
  spent on Mobile                                                               Despite fragmentation, new
  in 2012¹                                                                      technology enables market-
                                                                                ers to effectively analyze

    $1                                                                          campaign information and


                $11.37
                                                                                optimize strategies across
                                                                                devices and platforms.




  INNOVATION
  Advertisers can target their campaigns to appear on mobile
  devices within a given distance of one of their outlets, using
  mobile advertising to drive offline sales. Users clicking on a
  mobile banner can redeem coupons to use in-store at the
  point of sale.



A WPP COMPANY                        Source: ¹DMA “Power of Direct Marketing, 2011-2012”
REAL             MEDIA
                                                                              MEDIA            INNOVATION
                                                                              GROUP            GROUP




Challenges/Questions About Mobile
    WHY IS A MOBILE       It is important to engage with your audience in the most effective
    STRATEGY IMPORTANT?   way, and reach them where they are consuming media. More
                          and more, this involves mobile devices. In terms of advertising,
                          co-branded cross-channel promotion has shown to be the most
                          effective approach for advertisers, who increasingly look to add
                          Mobile into their media mix.

                            CBS TV CITY MEDIA LAB STUDY
                            When complementing TV advertising with mobile:
                            ■■ Brand recall was 69% higher
                            ■■ Purchase intent increased by 72%
                            ■■ 5.5 times more effective at driving search

                            Comparing cross-screen viewers to TV only viewers¹



    WHY SHOULD I HAVE A   With mobile consumption sky rocketing and 77% of companies
    MOBILE SITE?          globally boosting investment in the mobile channel,² companies
                          should consider expanding and enhancing their touch points by
                          including Mobile sites.

    WHY SHOULD I CREATE   Apps allow publishers to foster brand awareness, enable greater
    A CUSTOM APP?         customer loyalty, promote offerings and interact with users
                          individually, giving them easy access to offerings and services.

    WHAT ARE THE TOP              ANDROID                         iOS                     BLACKBERRY
    THREE MOBILE                  GOOGLE                         APPLE                        RIM
    PLATFORMS?
                           PHONE³	         59%             PHONE	       23%          PHONE	             6%
                           TABLET4	        36%             TABLET	      63%          TABLET	            1%

    WHAT IS THE BEST      HTML vs. Flash—Adobe Flash powers the majority of desktop ad-
    FORMAT TO USE FOR     vertising, however, the reverse is true with mobile. The majority of
    MOBILE WEBSITES?      mobile websites do not support Flash and cannot read Flash
                          websites or ads. Mobile sites must be built in HTML to be WAP
                          (Wireless Application Protocol) accessible.

    WHAT IS THE BEST                                                                                  1.5%
                           Creating ads for desktop campaigns is positively
    FORMAT TO USE FOR      simple compared to mobile. While online campaigns
    MOBILE ADS?            rely heavily on 3 sizes, mobile web uses                                  Pre-roll
                                                                                                      Video
                           many more variations.
                                                                                       0.9%
                                                                        0.7%
                           AVG CTR5        0.5%            0.5%                      Interstitial
                                                                         Geo-
                                         Traditional       Click-to    localized
                                         Standard Banner     ads          ads

                          Sources: ¹Nielsen “Cross-Platform Video Ad Effectiveness Study” conducted by AdColony,
                          April 2012 ²eConsultancy 2012 ³IDC Worldwide Mobile Phone Tracker, May 24, 2012
A WPP COMPANY             4IDC global tablet forecast 5Jumptap, 2012
REAL         MEDIA
                                                                   MEDIA        INNOVATION
                                                                   GROUP        GROUP




Conclusion


                           Mobile devices are changing
                           the digital landscape and the
                           way in which users interact
                           with digital media

                         Mobile access is growing globally year-over-year and the
                         demand for mobile content is at an all-time high. As mobile
                         device adoption reaches critical mass, companies need to
                         have a mobile strategy on their radar as a new channel to
                         reach customers, appeal to advertisers, and accomplish their
                         goals. Below are our top tips for your mobile strategy:


    FOCUS ON STRATEGY,   Don’t build a mobile site or app because that’s what others are doing.
    NOT TACTICS          Determine how your business can use mobile to enhance users’
                         experiences as well as drive business and advertising growth.
                         Understanding this will help you to develop a long term strategy
                         that aligns with your customers’ needs.


    GET TO KNOW YOUR     Evaluate how people use mobile technologies in their daily lives.
    AUDIENCE             Is your target audience tech-savvy? What is their relationship with
                         your brand and how do they communicate with it?
                         Answering these questions is the key to building a mobile strategy
                         and experience that will resonate with your audience.


    PICK A TECHNOLOGY    There are many options in the marketplace so it all goes back to
    PLATFORM             understanding your target audience. What mobile devices do they
                         use? Do they use smartphones or tablets? Android or iOS?
                         Understanding the answers to these questions will drive what
                         technology platform is best for your strategy.


    MOBILE SITE          Keep your mobile site simple. Use traditional site analytics to
                         see which pages are most used. Avoid heavy graphics and keep
                         scrolling to a minimum.


    MOBILE APPLICATION   Assess the pros and cons of mobile apps to determine if a mobile
                         app is right for your business. Users spend more time with mobile
                         apps than the web (mobile and desktop) and are generally more
                         engaged. Content is another factor to consider. How are users
                         going to interact with your business on mobile devices?

A WPP COMPANY

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Fast facts mobile8_08102012

  • 1. REAL MEDIA MEDIA INNOVATION GROUP GROUP Fast Facts: Mobile Advertising Growth In today’s agile marketplace, advertisers and publishers need to build a consistent customer experience across all connected devices and platforms, including Mobile. Mobile’s rapid rise impacts the way business is done and ignites significant growth potential. Here are some insights and ideas to consider when developing your mobile strategy. Mobile Reach Increasing—Why Mobile and Why Now? 2011 REGIONAL MOBILE Mobile Adults 44% PENETRATION who own a phone usage¹ 92% 102% 131% SMART 71% 77% PHONE 84% 100% EU² US³ 48% Worldwide 86%4 EU users EU users accessing average INTERNET viaIME T mobile² through mobile N 52% IO 9.4 Hours/Week GROW TO 400 MILL OF MOBILE USERS ACTIVELY BROWSE in 2012 THE INTERNET ON THEIR DEVICES Sources: ¹European Journal of Scientific Research, 2010 ²IAB Europe MediaScope Europe, 2012 ³eMarketer, July 2012 4Portia, April 2012 A WPP COMPANY
  • 2. REAL MEDIA MEDIA INNOVATION GROUP GROUP The Rise of Mobile Impacts Consumer Media Consumption and Behavior DISPLAY There will be 7.1 BILLION 22% connected mobile devices US smartphone users who worldwide by 2015¹ made a purchase via PC after viewing a mobile ad6 VIDEO SOCIAL 1 in every 10 37% of EU mobile owners use their phones tablet users view video to check social content almost daily.³ networks² SEARCH 22% 11% E-COMMERCE 9% of all US mobile owners 11% of EU mobile owners used search on their phone use their phones to buy in January 2011, up from online and 9% buy online 16% a year earlier via an App² Mobile GLOBAL MOBILE AD THE TABLET MARKET Advertising SPEND WILL REACH $6.4 BILLION IN 20124 WILL GROW 91.7% IN 20125 is a Growing Opportunity SMARTPHONE CTRs 82% OF EU BUSINESSES ARE 72% HIGHER AND WILL INCREASE THEIR TABLET SEARCH AD CTRs MOBILE AD SPEND ARE 31% HIGHER VS. IN 20124 DESKTOP SEARCH ADS7 Sources: ¹Socialtimes.com, “How Mobile Devices Have Redefined Media Consumption,” April 9, 2012 ²IAB Europe, MediaScope 2012 ³US ComScore June 2012 4eMarketer, July 2012 5WebProNews.com, June 2012 6Nielsen “Counting Today’s Mobile Consumer,” July 2012 7Marin Software, “State of Mobile Search Advertising in the U.S. 2012” A WPP COMPANY
  • 3. REAL MEDIA MEDIA INNOVATION GROUP GROUP Advanced Mobile Technology and Analytics Provide Competitive Advantage ENGAGEMENT TARGETING New technology facilitates Mobile advertising increases pinpoint targeting, including message relevancy and drives age, gender, interests/behav- direct response, enabling reach ior, device type, operating to consumers across screens. systems and more. INTERACTION Mobile QR codes are rapidly gaining popularity. They allow marketers to leverage the visual engagement of print ads and drive user actions. ROI TRACKING & For every dollar REPORTING spent on Mobile Despite fragmentation, new in 2012¹ technology enables market- ers to effectively analyze $1 campaign information and $11.37 optimize strategies across devices and platforms. INNOVATION Advertisers can target their campaigns to appear on mobile devices within a given distance of one of their outlets, using mobile advertising to drive offline sales. Users clicking on a mobile banner can redeem coupons to use in-store at the point of sale. A WPP COMPANY Source: ¹DMA “Power of Direct Marketing, 2011-2012”
  • 4. REAL MEDIA MEDIA INNOVATION GROUP GROUP Challenges/Questions About Mobile WHY IS A MOBILE It is important to engage with your audience in the most effective STRATEGY IMPORTANT? way, and reach them where they are consuming media. More and more, this involves mobile devices. In terms of advertising, co-branded cross-channel promotion has shown to be the most effective approach for advertisers, who increasingly look to add Mobile into their media mix. CBS TV CITY MEDIA LAB STUDY When complementing TV advertising with mobile: ■■ Brand recall was 69% higher ■■ Purchase intent increased by 72% ■■ 5.5 times more effective at driving search Comparing cross-screen viewers to TV only viewers¹ WHY SHOULD I HAVE A With mobile consumption sky rocketing and 77% of companies MOBILE SITE? globally boosting investment in the mobile channel,² companies should consider expanding and enhancing their touch points by including Mobile sites. WHY SHOULD I CREATE Apps allow publishers to foster brand awareness, enable greater A CUSTOM APP? customer loyalty, promote offerings and interact with users individually, giving them easy access to offerings and services. WHAT ARE THE TOP ANDROID iOS BLACKBERRY THREE MOBILE GOOGLE APPLE RIM PLATFORMS? PHONE³ 59% PHONE 23% PHONE 6% TABLET4 36% TABLET 63% TABLET 1% WHAT IS THE BEST HTML vs. Flash—Adobe Flash powers the majority of desktop ad- FORMAT TO USE FOR vertising, however, the reverse is true with mobile. The majority of MOBILE WEBSITES? mobile websites do not support Flash and cannot read Flash websites or ads. Mobile sites must be built in HTML to be WAP (Wireless Application Protocol) accessible. WHAT IS THE BEST 1.5% Creating ads for desktop campaigns is positively FORMAT TO USE FOR simple compared to mobile. While online campaigns MOBILE ADS? rely heavily on 3 sizes, mobile web uses Pre-roll Video many more variations. 0.9% 0.7% AVG CTR5 0.5% 0.5% Interstitial Geo- Traditional Click-to localized Standard Banner ads ads Sources: ¹Nielsen “Cross-Platform Video Ad Effectiveness Study” conducted by AdColony, April 2012 ²eConsultancy 2012 ³IDC Worldwide Mobile Phone Tracker, May 24, 2012 A WPP COMPANY 4IDC global tablet forecast 5Jumptap, 2012
  • 5. REAL MEDIA MEDIA INNOVATION GROUP GROUP Conclusion Mobile devices are changing the digital landscape and the way in which users interact with digital media Mobile access is growing globally year-over-year and the demand for mobile content is at an all-time high. As mobile device adoption reaches critical mass, companies need to have a mobile strategy on their radar as a new channel to reach customers, appeal to advertisers, and accomplish their goals. Below are our top tips for your mobile strategy: FOCUS ON STRATEGY, Don’t build a mobile site or app because that’s what others are doing. NOT TACTICS Determine how your business can use mobile to enhance users’ experiences as well as drive business and advertising growth. Understanding this will help you to develop a long term strategy that aligns with your customers’ needs. GET TO KNOW YOUR Evaluate how people use mobile technologies in their daily lives. AUDIENCE Is your target audience tech-savvy? What is their relationship with your brand and how do they communicate with it? Answering these questions is the key to building a mobile strategy and experience that will resonate with your audience. PICK A TECHNOLOGY There are many options in the marketplace so it all goes back to PLATFORM understanding your target audience. What mobile devices do they use? Do they use smartphones or tablets? Android or iOS? Understanding the answers to these questions will drive what technology platform is best for your strategy. MOBILE SITE Keep your mobile site simple. Use traditional site analytics to see which pages are most used. Avoid heavy graphics and keep scrolling to a minimum. MOBILE APPLICATION Assess the pros and cons of mobile apps to determine if a mobile app is right for your business. Users spend more time with mobile apps than the web (mobile and desktop) and are generally more engaged. Content is another factor to consider. How are users going to interact with your business on mobile devices? A WPP COMPANY