analysis of digital trends by stefan bardega, media.com

Growth Through Digital

Stefan Bardega

MediaCom

Trends for growth

1. Mobile

2.Search

3.Data

1. Mobile

22%Of the UK ONLY

access the

internet via mobile

Source: Comscore

85 apps downloaded but only 5-10 used per

week

Source: Flurry Analytics Q1 2012

App ‘retention’ is therefore difficult

Source: Flurry Analytics

Only 4% of apps make it

through to month 12…

Travel apps especially hard to maintain…this

means mobile websites must be optimised

Source: Flurry Analytics

But only 54% are optimised

48%

4%2%

Mobile optimised site Tablet specific site Responsive webdesign

SOURCE: IAB Mobile Travel Audit 2013 Top 60 in category

Mobile optimisation might generate £24m revenue

or 480 jobsTotal Mobile Visits 8,700,000

£24M opportunity

Optimised visits4,698,000

Optimised visits4,002,000

54% Optimised 46% Non-optimised

Actions234,900

Actions120,060

5% conversion 3% Conversion

Revenue £70,470,000 Revenue £36,018,000

£300 Revenue PP £300 Revenue PP

2. Search

Search is a critical part of most journeys

65% of travellers go research online before

deciding where or how to travel

56% say they always start travel booking

process with a search

25% of traffic to travel category is generated

by search

Source: Google

But search is going to change

SuggestAnswer Anticipate

Answering

Suggesting

Suggesting

Universal search based on knowledge graph

Google Now – the voice activated

recommendation engine for mobile devices

Evolution of search, what does it mean ?

• Context becomes more important

• Voice commands change queries

• Longer queries mean more variations

• The long tail gets longer

• Personalisation

• Requires tailored content approach

• How to scale this – need to become a publisher and a utility

3. Data

Average person generates 5k digital

touchpoints per month

Source:Comscore, Mobilens & MediaCom estimate 2013

There are 3 key opportunities for data

Driving 75% improvement in results

Partnerships Location Real-time

Fusing 1st data with Facebook

1st Party

Database

Location data powering services

Location Based Offers Guided Tours using

‘check in’ data

Telematics

Wearables

Real time data enables more relevant responses:

content / messages /advertising /service

Real Time

Social Media Response Times

Real Time

Dynamic Location Advertising

1. Mobile

2.Search

3.Data

Thank You !