Mobile Is Not

A Channel

Agenda

1. Mobile is now

2. Accept multiplicity of device

3. Activate & engage

Mobile is Now

Because …

Mobile is not an advertising channel

Mobile is an access point for consumers

Everything must be mobile-enabled

digital & content

needs

physical & social needs

The time for

mobile is now.

The Time for Mobile

is Now

Simplicity &

accessibility make now

the time for mobile

In 2011 something profound happened…

The number of smartphones sold exceeded the number of PCs sold

In a few years, the number of mobile devices will dwarf the number of PCs

Finally the year(s) of mobile

Transaction value of mobile

payments in the UK

£3.3bn

Source:IAB/PWC Adspend study, Apr 2010

Source:Morgan Stanley, Nov 2010

Mobile internet users exceed

PC users globally

85%

of new handsets can

access the mobile web

Source:MobiThinking, Oct 2010

$6.5bn

Redemption value of Mobile Coupons in US

alone

Source:Borrell Associates, Aug 2010

500mto

3.5bn

mobile internet user growth

globally 2010 → 2015

Source:Ericsson, Mobile Broadband World, Nov 2010

beats

A global tipping point: 3G access

Moore’s law applies, but how do we measure mobile accurately?

Content accessibility is making mobile the access point of choice

Global internet users will double over the next few years – and most will be mobile

The tablet only enhances the fact, mobile is an access point

360+ 74 28

Number of days to reach 1M units sold

Tablet shipments growing rapidly

Tablets are the fastest-selling consumer tech device in

history

2001 2007 2010

Sources: Morgan Stanley, Apple

2010 2011 2012

16m

65m

101m(in millions)

Sources: Company Reports, CIRA

The mobile tide lifts all ships

Over 2MM iPad apps downloaded

30% of 2011 ‘Black Friday’ revenue was from Mobile

~$2Bn - $4Bn in Sales via mobile devices in 2011

Generated $4Bn in Mobile GMV & $2Bn in Mobile TPV

in 2011

10%-20% of all search queries come from mobile

devices

10%-15% of unique visitors and page views

from mobile apps

Over 15% of seated diners from mobile apps

Mobile devices account for >60% of listener hours

270% growth in hotel bookings with 99% booked for same-day check-ins via

Mobile

Accept Multiplicity of Device

While device access is fragmenting, publishing is consolidating

Mobile allows for cross channel continuity

Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.

TabletMobileDesktop

12:0

0 AM

1:00

AM

2:00

AM

3:00

AM

4:00

AM

5:00

AM

6:00

AM

7:00

AM

8:00

AM

9:00

AM

10:0

0 AM

11:0

0 AM

12:0

0 PM

1:00

PM

2:00

PM

3:00

PM

4:00

PM

5:00

PM

6:00

PM

7:00

PM

8:00

PM

9:00

PM

10:0

0 PM

11:0

0 PM

Percentage of daily search queries by hour

& because of smartphones much of the mobile queries are in-app not via a traditional search engine

The monochromatic to polychromatic consumer

“2011 saw mobile media use accelerate across markets…& continuing shifts toward a constantly connected consumer lifestyle.”

2012 mobile future in focuscomScore, feb 2012

A day in the life of today’s connected consumer…

Lunchsearches for nearby cafes to meet a friend for lunch

AM commutereads news on the way to work

Wake upchecks email before getting out of bed

Eveningsees interesting TV commercial & searches for more info

Dinnerwatches videos while waiting for take out

Evening commutereads reviews while shopping for a new digital camera

Source: Google/Ipsos Our Mobile Planet, Global Smartphone Study 2012

use a smartphone

while….

read a book

18%watch TV

51%

listen to music on the radio

51%

play video games

28%

read news-paper/magazine

17% use internet

44%

81%

US leads in mobile multitasking, 81% juggle multiple devices

But brands still lag consumer adoption

Advertisers aren’t there yet…

less than

10%of the web in 2012 is

mobile ready

Source: Google Internal Data 2012, eMarketer 2012

only

1%of ad spend is

dedicated to mobile

Even though mobile activated media performs better

% correctly recalling Volvo as brand advertised 50%

74%

TV+ PC Video+Phone Video+Tablet Video

24% lift in campaign recall

TV Only

source: Nielsen Multi-Screen Media Lab Study, Sep’11

22%

39%

% recalling that ad featured a four-door sedan

TV+ PC Video+Phone Video+Tablet Video

17% lift in engagement

TV Only

source: Nielsen Multi-Screen Media Lab Study, Sep’11

Yeah, what he said …

Implications

Consumers engage across all screens, yet little of that is

mobile only content, but rather optimized for mobile

Your customers are polychromatic

Multi-screen communications are more effective

Tremendous opportunity to optimize experience

It is not what screen you should focus on, but how to

optimize your customer experience across all screens

Activate & Engage

Re-think mobile now

Create develop mobile specific pages &

sites Extendsync efforts across

all screens

Engageallow mobile to

enhance the brand experience

In the next 18 months,

over 20% of

traffic to your clients sites will come from mobile.

Why, you might ask?

79%

of large online advertisers do not have a mobile optimized landing page

The untapped opportunity

Mobile devices are consumers’ constant companions & are central to their daily

lives

Greater capabilities exist on mobile to engage in real time

Summary

Embrace a mobile first approach to all marketing & communications efforts

04/11/2023 :: 29

Thank you!Obrigado!Gracias!Merci!Grazie!Arigatô!Vielen Dank!Terima Kasih!谢谢您 !

Rob GriffinEVP, Global Director, Product DevelopmentHavas Digitalrob.griffin@havasdigital.com