Banner ads. Cookies. Advertising bombardment. What do these advertising practices have in common? They are all on their way out. What's taking their place? Smarter, more targeted mobile advertising will rule the day as mobile users become more savvy—and advertisers follow suit.

1. 1
I was
going to
say that!
Mobile Advertising
Design Trends 2014It’s all
about me!

2. ownership of
smartphones
is steadily
increasing.

3. 3

4. in fact,
more than half of
all adults in the
U.S. now own
one.

5. Whoa.
in fact,
more than half of
all adults in the
U.S. now own
one.

6. and this is predicted to
increase.
2010 Q2 2014 Q22012 Q22011 Q2 2013 Q2

7. tablet sales are projected
to surpass 100 million by
Q2 2014…
PC sales are declining
2010 Q2 2014 Q22012 Q22011 Q2 2013 Q2

8. by 2015 80% of U.S.
cell users will have a
smartphone.

9. and today, there
a r e m o r e
mobile devices
on earth than
x people.

10. as more people bypass
desktops and laptops and go
to their mobile devices to
access information…

11. 11
what does this mean for
advertisers?

12. 12
advertisers increasingly
need to consider…

13. 13
advertisers increasingly
need to consider…
the smaller
viewing
window on
smartphones
and tablets

14. 14
advertisers increasingly
need to consider…
the smaller
viewing
window on
smartphones
and tablets
the processing
power of
mobile
devices
compared to
desktops and
laptops

15. 15
advertisers increasingly
need to consider…
the smaller
viewing
window on
smartphones
and tablets
the processing
power of
mobile
devices
compared to
desktops and
laptops
usability of
smartphones
and tablets vs.
other devices

16. 16
So…

17. 17
what mobile
trends do
advertisers need
to embrace in
2014?

18. trend:
advertisement
bombardment…
be gone!

19. trend:
advertisement
bombardment…
be gone!
See ya!

20. trend:
instead…
new ways to
accurately target
advertisements
to specific
demographics

21. trend:
instead…
new ways to
accurately target
advertisements
to specific
demographics
+ Cookie
alternatives

22. did you know
cookies are very
ineffective at
tracking
browsing habits
on mobile
devices

23. did you know
cookies are very
ineffective at
tracking
browsing habits
on mobile
devices
Hm.

24. I kind of
want a
cookie now.

25. 25
where was I?

26. 26
oh, yes…

27. trend:
instead…
new ways to
accurately target
advertisements
to specific
demographics
+ Cookie
alternatives

28. 28
and also…

29. + Cookie
alternatives
+ Social media sign-
in options

30. How
convenient!

31. 31
yep.

32. 32
and…

33. trend:
instead…
new ways to
accurately target
advertisements
to specific
demographics
+ Cookie
alternatives
+ Google and
Facebook sign-in
options
+ Innovative
methods to collect
and store browsing
habits

34. + Cookie
alternatives
+ Google and
Facebook sign-in
options
+ Innovative
methods to collect
and store browsing
habits
Cool!

35. 35
there’s more…

36. better
mobile
processing
power
trend:

37. better
mobile
processing
power
faster
mobile
speeds
trend:

38. better
mobile
processing
power
faster
mobile
speeds
greater
adoption of
4G
technology
trend:

39. trend:

40. trend:
more video ads
on mobile
platforms

41. trend:
more video ads
on mobile
platforms
Yes!

42. 42
How will they compare to video
ads on laptops and desktops?

43. 43
Shorter!

44. 44
Yes, mobile ads should be less
than 30 seconds.

45. 45
More
visuals!

46. 46
Yep.

47. 47
Less
audio!

48. 48
Shhh!

49. 49
Sorry.

50. 50
You got it.

51. trend:
different types of
ads...

52. trend:
... for different
types of devices

53. 53
people are using their desktops,
laptops, tablets and smartphones
in different ways…

54. 54
So…

55. 55
advertisers will design
with this in mind.

56. 56
I was hoping
you would say
that.

57. 57
+ Desktops and
laptops for work

58. 58
+ Desktops and
laptops for work
Mhmm.

59. 59
+ Desktops and
laptops for work
+ Tablets for news,
e-mail, and
entertainment

60. 60
+ Desktops and
laptops for work
+ Tablets for news,
e-mail, and
entertainment
I was just
reading
something
about that..

61. 61
+ Desktops and
laptops for work
+ Tablets for news,
e-mail, and
entertainment
+ Smartphones for
finding and
sharing content

62. 62
+ Desktops and
laptops for work
+ Tablets for news,
e-mail, and
entertainment
+ Smartphones for
finding and
sharing content
Totally!

63. 63
+ Desktops and
laptops for work
+ Tablets for news,
e-mail, and
entertainment
+ Smartphones for
finding and
sharing content
Hey! That’s
my line.

64. 64
+ Desktops and
laptops for work
+ Tablets for news,
e-mail, and
entertainment
+ Smartphones for
finding and
sharing content
Er, sorry.

65. 65
Are you listening?

66. 66
Yes!
Yes!

67. 67
Because of the growing use of
mobile devices…

68. 68
Because of the growing use of
mobile devices…
Oh, the
power!

69. 69
… mobile is
becoming a
strategic
advertising
priority
trend:

70. 70
Of course
I am!

71. 71
+ Even more
mobile-specific
sites
… mobile is
becoming a
strategic
advertising
priority
trend:

72. 72
+ Even more
mobile-specific
sites
+ New ad formats
for emerging
products…
… mobile is
becoming a
strategic
advertising
priority
trend:

73. 73
+ Even more
mobile-specific
sites
+ New ad formats
for emerging
products…
?

74. 74
+ Even more
mobile-specific
sites
+ New ad formats
for emerging
products…
+ Like Google
Glass, smart
watches, and more

75. 75
+ Even more
mobile-specific
sites
+ New ad formats
for emerging
products…
+ Like Google
Glass, smart
watches, and more
Is this
supposed to
make me
jealous?

76. 76
Probably.

77. 77
+ Even more
mobile-specific
sites
+ New ad formats
for emerging
products…
+ Like Google
Glass, smart
watches, and more
+ And more
advertising budget
allocated to mobile

78. 78
+ Even more
mobile-specific
sites
+ New ad formats
for emerging
products…
+ Like Google
Glass, smart
watches, and more
+ And more
advertising budget
allocated to mobile
ca-CHING!

79. 79
And finally…

80. 80
Do I get a
cookie
now?

81. 81
Sorry, no. But you do get…

82. new and
exciting
mobile ad
formats
trend:

83. new and
exciting
mobile ad
formats
trend:
So long
banner
ads!

84. new and
exciting
mobile ad
formats
trend:
Good! There’s
only so much
room in here, ya
know!

85. 85
more creative mobile adsthan
than ever before.
trend:

86. 86
more creative mobile adsthan
than ever before.
trend:

87. 87
Whew! Thanks for watching.
Want a recap?
Click here to download a
one-page overview of our
2014 Mobile Advertising Trends.

88. 88
icfi.com

89. trend:
Hey I found a
cookie recipe
for you.

90. trend:
Thanks.

91. 91
Photo Credits:
Cover slide, left to right:
“Pavement Texting” by Kamyar Adl.
“Texting in the Rain” by Garry Knight.
“On the Streets of NYC” by FaceMePLS.
Slide 16:
“On the Streets of NYC” by FaceMePLS.
Slide 17:
“Texting” by Kamyar Adl.
These photos have been altered (cropped and/or color adjusted) for use in this presentation. These photos are used under
Flickr Creative Commons Attribution 2.0 Generic License.