rachel robinson- breakfast & brains october 2013
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![Page 1: Rachel Robinson- Breakfast & Brains October 2013](https://reader034.vdocuments.us/reader034/viewer/2022051816/5440ee64b1af9f034c8b45a2/html5/thumbnails/1.jpg)
Rachel Robinson – Head of Mobile
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The internet has evolved
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The digital formats of the future will be mobile
0% 5%
10% 15% 20% 25% 30%
May 2009 May 2010 May 2011 May 2012 May 2013 May 2014 May 2015
Mobile traffic growing 1.5x per year
Source : Statcounter global stats, 5/13
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Although there are some barriers at the moment
Source: IAB Snapshot Research 2012 (353)
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In the next few years, mobile investment will be unavoidable
£19.4m £51.0m
£153.1m £165.7m
£196.7m
£465.0m
£825.1m
£28.6m £37.6m
£83.0m
£203.2m
£526.0m
1998 1999 2000 2001 2002 2003 2004
Online Adspend Mobile Adspend
SOURCE: IAB / PwC Digital Adspend 2012
2008 2009 2010 2011 2012 2013? 2014?
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It would be easy to get overwhelmed
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When we just need to be selective
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Look at user behaviour and develop an approach based on insight
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A combination of context and technology creates opportunity
Context Technology
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Display formats that let you interact in a way that feels intuitive
13% increase in spontaneous awareness from ‘touch’ ads (vs ‘mouse’ ads)
Source: PHD 2013
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Getting the right balance between impact and experience is key
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Delivering a consistent experience across devices
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Location based offering consumer value
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Mobile video audience is growing YOY
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Mobile, social ads are already proving successful
Interaction Rate: 66% Dwell time: 154 secs
Source: PHD/Celtra 2013
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New formats will be created to integrate with wearable tech
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Even the way we measure success is being shaped by user behaviour
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So what does this all mean…
• User behaviour will define future formats • Challenges and opportunities
• Context and technology need to work together
• Formats don’t quite match expectations…yet
• A lot of exciting developments on the horizon
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Thank You