mobile time is prime time anytime!
DESCRIPTION
Is the Mobile Revolution already under way? Is Online something we are? A persistent state of constant connectivity? What do marketers think about Mobile Advertising & what does the near future hold for it? Enjoy this insightful presentation by Vanina Leka, Sales Director of ThinkDigital in Greece, Cyprus & Albania, which was delivered at Mobile Marketing Conference'14 on July 3.TRANSCRIPT
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Are we on the same screen?
Anytime is Prime Time with Mobile
Vanina Leka Sales Director ThinkDigital
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The Internet is shifting to Mobile
Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012
-
200
400
600
800
1.000
1.200
1.400
1.600
1.800
2.000
2010 2011 2012 2013 2014 2015 2016
Worldwide smart connected device shipments (M)*
Tablets Smartphones Pcs
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By 2016 Mobile will be a smart choice
0
500
1000
1500
2000
2500
3000
3500
4000
2011 2012 2013 2014 2015 2016
Feature phones Smartphones
Source: Euromonitor International, OMD 1st Greek Mobile Barometer April 2014
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0.7B 0.9B 1.1B 1.2B 1.4B 1.5B
27%
33%
39%
43%
46%
49%
2012 2013 2014 2015 2016 2017
Phone Device Shipments (millions of units) % Mobile User Penetration
$9M
$16M
$25M
$36M
$47M
$60M
2012 2013 2014 2015 2016 2017
47% CAGR
Marketers are going Mobile
Sources: 1. eMarketer, “The Global Media Intelligence Report,” September 2013.; 2. IDC “Worldwide Smart Connected Device Tracker.” March 2013; 3. eMarketer, “The Global Media Intelligence Report,” September 2013.
128M
191M
236M
281M 319M
352M
2012 2013 2014 2015 2016 2017
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GR Mobile Time is Now
6
12
22 32
40 61
63 70 72 72
2010 2011 2012 2013 2014 (Forecast)
Smartphone PC/Lap top
6 10
17
30
38
2010 2011 2012 2013 2014
(Forecast)
Mobile Internet growth
Source: Focus Web ID & Euromonitor Base: Total population, Greece
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Where does the time go?
Source: eMarketer: Blurred Lines, UK Media Consumption in a Multichannel World, March 2014
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Breaking down the numbers
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Television time is essentially flat
Source: eMarketer: Blurred Lines, UK Media Consumption in a Multichannel World, March 2014
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“Traditional” online time is flat, too
Source: eMarketer: Blurred Lines, UK Media Consumption in a Multichannel World, March 2014
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Mobile: Where the growth is
Source: eMarketer: Blurred Lines, UK Media Consumption in a Multichannel World, March 2014
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The mobile revolution
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Online is no longer somewhere we go, it’s something we are; a persistent state of constant connectivity”
Ezra Palmer, eMarketer’s Editorial Director
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But this shift is not only numbers
Source: eMarketer: Blurred Lines, UK Media Consumption in a Multichannel World, March 2014
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The remote control of our lives
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From one screen to five: the new way we watch TV
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Commercial breaks are no
longer the point at which
people turn away
73% access their device constantly or
very often
78%
access their device during the show
Source: AdReaction 2014, Millward Brown
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Facebook is the most visited social media platform while watching live Primetime TV
85% said they visited Facebook more than any other social
media platform
Source: AdReaction 2014, Millward Brown
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“I love to watch TV; sometimes it feels I am not being so productive
when doing so…
75% said multitasking
when watching a show made them feel
productive
… so most of the time I
am multitasking, while
watching TV”
Source: AdReaction 2014, Millward Brown
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The importance of multiscreen advertising
Source: IAB Marketer Percpetions of Mobile Advertising 2013, Ovum.com
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Mobile advertising budgets increase the next 2 years
Source: IAB Marketer Percpetions of Mobile Advertising 2013, Ovum.com
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Marketers are going mobile to connect with their audience
Sources: 1. eMarketer, December 2013; 2. Mobile Advertising in Retail: Tracking the Changing Purchase Path.” eMarketer, November 2013.
16%
14% 14%
12%
9%
7% 6%
3%
19%
Retail &
Restaurants
Telecom Finance Entertainment Travel Autos CPG/FMCG Tech Other
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Brand awareness the top objective for mobile advertising
Source: IAB Marketer Percpetions of Mobile Advertising 2013, Ovum.com
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“Nivea Protégé” Nivea’s Sun Block Grand Prix, Mobile Ad, Cannes Festival
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Mobile advertising… one word summary
Marketers perceive mobile advertising as effective, positive, innovative, growing fast changing and exciting
Source: IAB Marketer Percpetions of Mobile Advertising 2013, Ovum.com
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Go Mobile & engage with your audience