3 mobile marketing stories for 2016 and beyond

3 Mobile Marketing Stories:2016 and beyond

Eric Benjamin SeufertVP of User Acquisition, Rovio

Owner, Mobile Dev Memo

Who am I?

Presentation Structure

Presentation Structure• Story 1: Rich Media

Presentation Structure• Story 1: Rich Media• Story 2: Television

Presentation Structure• Story 1: Rich Media• Story 2: Television• Story 3: China

Story 1:Rich Media

Facebook Mobile Users2015 – 2018 (billions, projected)

Source: eMarketer

2015 2016 2017 20180

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

67%

68%

69%

70%

71%

72%

73%

74%

75%

76%

0.991.12

1.231.34

70%

73%

74%

75%

Mobile Users

Mobile Users as Percent-age of Total Facebook Users

Facebook Worldwide Ad Revenue2015 – 2016 (projection, billions)

Source: eMarketer

2015 2016 $-

$2.00

$4.00

$6.00

$8.00

$10.00

$12.00

$14.00

$16.00

$10.90

$13.64

$4.03 $4.55

MobileDesktop

Time Spent on Mobile Devices(minutes per day)

Source: Flurry

Q1 2013 Q2 2014 Q2 20150

50

100

150

200

250

0%

5%

10%

15%

20%

25%

158 162

220

20%

14%

10%

Time Spent on Mobile

Percentage of Mobile Time Spent in Browser

2015 2016 2017 2018 $-

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

$160,000

$180,000

$68,695

$101,366

$133,743

$166,628

Global Mobile Advertising Spend (millions)2015 – 2018 (Projected)

Source: eMarketer

US Mobile Ad Spending2015 – 2018 (projection, billions)

Source: eMarketer

2015 2016 2017 2018 $-

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

$70.00

0%

10%

20%

30%

40%

50%

60%

70%

80%

$30.45

$42.01

$50.84 $57.95 52%63%

67% 69%

Mobile Ad Spending

Mobile Ad Spend, Per-centage of Total Digital Spending

US Mobile Ad Spending2015 – 2018 (projection, billions)

Source: eMarketer

2015 2016 2017 2018 $-

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

$70.00

0%

5%

10%

15%

20%

25%

30%

$30.45

$42.01

$50.84 $57.95

17%

22%25%

27%

Mobile Ad Spending

Mobile Ad Spend, Per-centage of To-tal Advertising Spend

US Mobile Ad Spending by Sector(billions)

Source: eMarketer

Retail

Finan

cial S

ervice

s

Automotive

Teleco

mTra

vel

CPG

Consumer Electr

onicsMedia

Enterta

inment

Healthcar

eOther

$- $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $6.65

$3.49 $3.43 $3.27 $2.38 $2.33 $2.09 $1.73 $1.50

$0.66 $1.20

Mobile Time Spent by App Type(minutes per day)

Source: Flurry

Messaging and Social Entertainment Gaming0

10

20

30

40

50

60

70

80

45

13

52

68

44

33Q2 2014Q2 2015

US Mobile Video Ad Spending2015 – 2018 (projection, billions)

Source: eMarketer

2015 2016 2017 2018 $-

$1.00

$2.00

$3.00

$4.00

$5.00

$6.00

$7.00

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

$2.62

$3.94

$5.09

$5.96 34%

41%45% 46%

Mobile Video Ad SpendMobile Video Ad Spend, Per-centage of Total

Smartphone Habits

Source: Nielsen

Source: Mary Meeker Internet Report / KPCB

Mobile Data Traffic vs. Total Consumer Internet

Rich Media Ad Platforms (Non-gaming)

Rich Media Ad Networks

Rich Media

Rich Media• Growing availability of mobile data is driving

mobile usage;


mobile usage;• That usage is concentrated in mobile apps;


mobile usage;• That usage is concentrated in mobile apps;• It’s not exclusively in gaming;


mobile usage;• That usage is concentrated in mobile apps;• It’s not exclusively in gaming;• It’s where people are spending their time and

it’s how they want to consume content.

Story 2:Television

Mobile’s Share of Advertising Spend 2015 – 2018 (Projected)

Source: eMarketer

2015 2016 2017 20180%

10%

20%

30%

40%

50%

60%

70%

40%

51%

59%

66%

12%17% 21%

24%

Mobile as Per-centage of Digital Ad SpendMobile as Per-centage of Total Ad spend

US Advertising Spend2008 – 2018 (projection, billions)

Source: FTI Consulting

• Digital advertising spend to surpass broadcast TV spend in 2015.

Television Advertising

Source: FTI Consulting

Online vs. Television Ad Revenues

Source: PwC Outlook

Mediapalooza

Source: Wall Street Journal

Television• Less effective than mobile advertising for

mobile developers;


mobile developers;• Less and less relevant as consumers spend

more time on the mobile phones;


mobile developers;• Less and less relevant as consumers spend

more time on the mobile phones;• Spending on television is far less transparent

than on digital.

Story 3:China

Uber removed from WeChat

Source: Bloomberg

Competitive Landscape in China

Source: Wikipedia

iOS Android Others -

50,000

100,000

150,000

200,000

250,000

300,000

48,086

271,010

10,580

Units Sold, 2Q 2014

Units Sold, 2Q 2015

Source: Gartner

Global Platform Unit SalesQ2 2014 vs. Q2 2015 (thousands)

• Apple growing faster than Android in terms of sales;

• Android still dwarfs Apple, despite slowing sales growth;

• Sales plummeting for “3rd” platforms.

Source: Gartner

Global Platform Market ShareQ2 2014 vs. Q2 2015 (thousands)

iOS Android Others0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

14.60%

82.20%

3.20%

Market Share, 2Q 2014


• Strong growth in iOS market share.

Source: Gartner

Global Manufacturer Market ShareQ2 2014 vs. Q2 2015 (thousands)

• Significant market share decline for Samsung;

• Large market share wins for Apple, Huawei, and Xiaomi.

Samsung

Apple

Microsoft

Huawei

LG El

ectronics

Lenovo

Xiaomi

Others0%5%

10%15%20%25%30%35%40%45%50%

20%

11%6% 6% 4% 4% 4%

46%



Source: Gartner

Global Mobile Advertising Spend by Region (millions)2015 – 2018 (Projected)

Source: eMarketer2015 2016 2017 2018

$-

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

US

China

UKJapan

ROW

USChinaUKJapanROW

China• The Chinese market can be anti-competitive

for Western developers;


for Western developers;• Smartphone sales are no longer growing in

China. It is no longer a boundless greenfield;


for Western developers;• Smartphone sales are no longer growing in

China. It is no longer a boundless greenfield;• Strong iPhone and Xiaomi sales in China mean

dealing with different app stores / distribution partners might not remain necessary.