The total spend on mobile advertising increased from USD 1.2 billion in 2011 to 36.6 billion in 2016 (IAB-PWC Report 2017) – that’s monstrous year on year growth. This should be a ground-breaking statistics for any other industry, but not for mobile advertising. There is still a significant disparity between the enormous amount of media consumption on mobile and the total media spends. What is the reason for this disparity? The misunderstanding lies between the traditional advertising approach and the nature of the mobile experience. Over the years, the entire advertising industry has evolved around adapting the most traditional ad format i.e. billboards and progressively making it smaller – from billboards on the most important city squares to newspapers, magazines, television screens, desktops and now finally mobile. At every stage of the evolution, the advertising industry has only managed to make the billboards smaller which have debatably worked for the medium. However, when it came to mobile the billboard theory falls apart due to the mere size of the screen. If advertisers let go off their clinginess to billboard ads, smartphones provide us a unique opportunity to personalize the message for the user and create a unique one-on-one dialogue.

1. Kabeer Choudhary@kabeer_who | Kabeer.Chaudhary@mcsaatchimobile.com
REGIONAL DIRECTOR APAC,
M&C SAATCHI MOBILE
SINGAPORE ~ SEPTEMBER 20 – 21, 2017 | DIGIMARCONAPAC.COM
#DigiMarConAPAC
Mobile is Not a
Tiny BillboardKEYNOTE

2. GLOBAL MOBILE USAGE
There are 3.5 bn unique mobile internet users in the world
3.7 bn
2.9 Hours
3.8 bn
3.1 Hours
4.9 bn
3.3 Hours
2015
2016
2017
Source: We Are Social

3. MOBILE INTERNET AD SPEND
2015
2016
2017
$54.03 bn
$84.71 bn
$112.12 bn
Sources: eMarketer, Wells Fargo, ZenithOptimedia
Has year of mobile finally arrived?

4. 37.2%
2016
2013
5.1% 18.3%
39.6% 24.8% 4.3%
33.4% 4.2% 26.2%
38.3% 19.6% 13.6%
Perhaps, not yet
Sources: eMarketer, ZenithOptimedia

5. WHAT IS THE REASON FOR THIS
DISPARITY

6. Your
Ad
Here
BILLBOARDS

7. PRINT
Your
Ad
Here

8. DESKTOP
Your Ad
Here
Your
Ad
Here

9. MOBILE
Your Ad Here
Your Ad Here

10. PLAGUED GROWTH
70%
Dislike mobile advertising
380 Million
Mobile devices use Ad-Blocking
30%
Ad Fraud
29.8%
Activated Limited Ad Tracking
Sources: HubSpot, Tune, PageFair

11. FRAGMENTE
D MOBILE
ADVERTISING
LANDSCAPE
Source: Mobile Lumascape

12. ANNOYING MOBILE ADS

13. MOBILE IS ALL ABOUT PURPOSE
In comparison to other mediums
of advertising, the smartphone
experience is directed with the
highest sense of purpose.
Only brands and adtech
companies that can add value
to the user’s purpose, will
eventually win the mobile
advertising race.

14. WHO IS BIGGEST CULPRIT
25% dislike search ads (Google)
40% dislike native ads (Facebook)
70% dislike banner ads
73% dislike pop-up & interstitial ads
Increasing
alignment with
user’s purpose

15. POP UP
ADS73%
dislike

16. BANNER
ADS70%
dislike

17. NATIVE ADS
40%
dislike

18. SEARCH
ADS25%
dislike

19. ADS IN THE
NEAR FUTURE

20. For the last 10 years with rapid innovations creating
entirely new categories, consumer behavior has evolved
10x faster than it did during the desktop internet era. As
such our industry now cries out as it has failed to keep up
with this pace of change..

21. The rise in ad blocking is the consumer’s cry for
value.

22. The demand for brand safety is the marketer’s cry for
transparency.

23. The spread of ad fraud is the advertiser’s cry for trust.

24. The expectation for performance is the brand’s cry for
accountability

25. IT’S NOT YEAR OF MOBILE
ADVERTISING YET

26. THANK YOU
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