What is mobile”: A new mobile market and world is forming. Anna Bager will speak about what this means and how we need to understand mobile consumer behavior, mobile usage and changing habits in order to better understand the challenges and opportunities. What is Mobile, what do marketers think of it, and how do we reach the consumer in the best and most effective way.

1. IAB Mobile Marketing Center of Excellence
What is mobile?

2. IAB’s Mobile Marketing Center of
Excellence
• Launched in December 2010
• Think of the Mobile Center as “a mini IAB
within the IAB”
• Goal: drive growth of the mobile advertising
marketplace and of our members’ share of
mobile marketing spend
• Five Mobile Center staff, led by Anna Bager,
IAB’s VP of Mobile
• Separate Mobile Center Board of Directors,
which reports to overall IAB Board
IAB | Mobile Marketing Center of Excellence

3. IAB Mobile Marketing Center
Board and Supporting Members
Current as of July 19, 2013

4. IAB Mobile Center
What is Mobile?

5. What is Mobile?
•
•
•
•
•
•
•
•
It’s a device
It’s a network
It’s an operating system
It’s a technology
It’s a business model
It’s a medium
It’s a platform
It’s a buzzword
W
O
H
’S
IT
E
W
IV
L
U
O
E
L
R
S
E
IV

6. Mobile Is Everywhere
and Everything
IAB | Mobile Marketing Center

7. Defining “Mobile First”
• Mobile First is often described in terms of
business strategy—it’s how media companies
should think.
• But Mobile First is really about how consumers
with smartphones and tablets are living their
daily lives.
• It’s about a behavioral and social change
• These changes create challenges and
opportunities for companies seeking a
consumer audience

8. “Mobile” Can Be Any Screen

9. Or No Screen At All

10. And We Don’t Use Screens
One at a Time
77%
of the time when we’re using a TV, we’re using another device
49% with a phone | 34% with a PC/laptop
57%
of the time when we’re using a smartphone, we’re using another device
29% with a television | 28% with a PC/laptop
Source: http://services.google.com/fh/files/misc/multiscreenworld_final.
pdf

11. Information Gets More Subtle
and Pervasive

12. Screens Can Bring Families
Together

13. Percentage of Use In Home
64%
Smartphone
Source: Council for Research Excellence
82%
Tablet

14. Or Keep Us Company When We’re
Alone

15. Smartphones Enable Shared
Personal Experiences

16. Mobile is Changing Etiquette

17. And Changing How We Shop

18. For Small Children, Magazines
are Broken Tablets

19. Mobile in a Word:
Marketers’ Views
Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for
release Sept. 2013, n=301

20. Marketers Report Strong Budget
Increases from 2011-13
Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for
release Sept. 2013, n=301

21. Marketers Expect Continued
Mobile Budget Growth
Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for
release Sept. 2013, n=301

22. Cost Effectiveness,
Engagement, and Reach Top
Mobile Benefits
Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for
release Sept. 2013, n=301

23. Top Mobile Challenges Remain,
But Urgency Abates
Source: Marketer Perceptions of Mobile Advertising—2013, IAB Study conducted by Ovum, for
release Sept. 2013, n=301

24. Global Mobile Ad Revenue
Nearly Doubled in 2012
Euros
Billions
Global Mobile Ad Revenue
(US$B)
Source: Global Mobile Advertising Revenue: Display, Search, Messaging 2011 &
2012 Across Regions, Report prepared by IHS Electronics & Media for IAB and IAB
Europe

25. We won’t realize the full
potential of mobile
advertising until we begin to
develop advertising
applications around the full
suite of emerging mobile
behaviors.

26. Think More Precisely About
Mobile Users
In
home
Active
Not
moving
Calm
Out of
home
Passiv
e
Movin
g
Agitated

27. Understanding mobile
behaviors means
understanding the larger
ecosystems in which mobile
devices are used.

28. Let’s not treat mobile like
the web, only smaller.

29. How to Win at Mobile?
• Move quickly to understand emerging
behaviors
• Don’t make the same mistakes
• Move beyond channel-based thinking
• Research emerging behaviors to establish best
practices for advertising in a multiscreen
world
• Build the case for attacking offline ad budgets
• Break free of the silo
• Innovate broadly for multiple contexts

30. And small devices can make big changes

31. IAB Mobile Marketing Center of Excellence
Thank you!