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eMarketer Webinar: Key Trends in Mobile Advertising

This year, US spending on search and display ads will be higher on mobile devices than on the desktop. More mobile internet users are spending more time than ever with their devices, and targeting and ad formats for the mobile channel are improving. Topics in this webinar include: How quickly spending on different ad formats is tipping toward mobile; Why marketers are getting more interested in advertising to people, rather than devices; Four common misconceptions about mobile advertising; How much advertisers will spend on mobile web vs. in-app ads

eMarketer Webinar: Key Trends in Mobile Advertising

  1. 1. © 2015 eMarketer Inc. Key Trends in Mobile Advertising: Milestones, Misconceptions and ‘The Message’ Cathy Boyle Senior Analyst, Mobile June 11, 2015 Made possible by
  2. 2. © 2015 eMarketer Inc. Agenda  Two big shifts in ad spending  Key differences between mobile and desktop advertising  Four common misconceptions  The state of mobile creative—getting the right ad to the right person
  3. 3. © 2015 eMarketer Inc. Two Significant Shifts in Ad Spending Will Occur
  4. 4. © 2015 eMarketer Inc. 1. Mobile search ad spending will exceed desktop search ad spending for the first time in 2015 Mobile tipping point
  5. 5. © 2015 eMarketer Inc. Factors fueling mobile search ad spending  Mobile’s increasing share of key search metrics  Search engines have made mobile advertising easier  Product listing ads (PLAs) are available and popular on mobile  Advertisers are getting better at setting objectives for smartphone search campaigns  Better attribution tools are coming to market
  6. 6. © 2015 eMarketer Inc. 2. Display ad spending will also tip toward mobile this year Mobile tipping point
  7. 7. © 2015 eMarketer Inc. Factors fueling mobile display ad spending  Rapid growth of mobile-social ad spending  Increased availability of mobile rich media and mobile video inventory  Increased interest in those more immersive ad formats among brand advertisers
  8. 8. © 2015 eMarketer Inc. Key Differences Between Mobile and Desktop Ad Spending
  9. 9. © 2015 eMarketer Inc. Mobile advertising includes two categories of spending that do not exist on desktop 1. Spending by channel 2. App-install spending VS. app web
  10. 10. © 2015 eMarketer Inc. In total, US advertisers spend more on advertising in apps than on mobile websites  72% of mobile ad dollars will be spent to advertise in apps in 2015  But spending in both channels will increase by double-digit percentages
  11. 11. © 2015 eMarketer Inc. Mobile app install ad spending is not as big a share of mobile ad spending as many believe  10.4% of total mobile ad spending in 2015  Nearly 20% of mobile display ad spending The share of spending is minor, but the total amount spent on app installs is not
  12. 12. © 2015 eMarketer Inc. Common Misconceptions
  13. 13. © 2015 eMarketer Inc. Misconception #1: Immersive brand experiences are limited to desktop “Mobile is a creative wasteland of tiny banners” Mobile rich media and mobile video ads will generate nearly half of US mobile ad revenue in 2015 Source: eMarketer, Sept 2015 Banners 52% Rich Media 30% Video 18%
  14. 14. © 2015 eMarketer Inc. Mobile video consumption is on the rise, and with it comes more immersive ad opportunities “We are seeing great momentum in mobile advertising on YouTube. Mobile revenue on YouTube is up more than 100% year-over-year.” —Omid Kordestani, Google’s interim chief business officer and special advisor to the CEO (Source: Google’s Q4 2014 earnings call) “Globally, over 65% of Facebook video views occur on mobile. Marketers have followed this trend and are using video to help people discover and learn about their brands.” —Sheryl Sandberg, chief operating officer at Facebook (Source: Facebook’s Q4 2014 earnings call)
  15. 15. © 2015 eMarketer Inc. “One big misconception is mobile search is just an extension of what you’re doing on desktops and laptops. In the era of automatic mobile opt-in, it’s very easy to not pay attention to the specific strategies you should be doing on mobile. But that’s not going to drive success.” —Jeremy Hull, director of bought media at iProspect “Advertisers are still shrinking online ads and using them in mobile vs. coming up with breakthrough ways of engaging users on those devices. You really have to understand what the user experience is and engage with mobile users in the right manner.” —Maria Mandel Dunsche, vice president of marketing and media innovation for AT&T AdWorks Misconception #2: What works on desktop will work on mobile
  16. 16. © 2015 eMarketer Inc. But treating mobile the same as desktop is a mistake that keeps getting repeated 62% 38% Did NOT design mobile-specific campaigns Designed mobile- specific campaigns Despite having intentions to create mobile-specific campaigns in 2014, a majority of marketers polled did not. Campaign Tactics Used by US Marketers in 2014 Source: offerpop, “The State of Digital Marketing Trends, The 2015 Report”
  17. 17. © 2015 eMarketer Inc. Misconception #3: It’s impossible to track consumers outside of desktop  Cookies work on most Android devices for mobile web tracking [And 52% of US smartphone users have Android phones]  Apple’s Identifier for Advertisers (IDFA) and Google’s Advertising ID make in-app tracking possible  Deterministic and Probabilistic ID’s bridge channels and devices “Audience targeting isn’t possible on mobile devices without cookies”
  18. 18. © 2015 eMarketer Inc. Misconception #4: Measurement is only reliable on desktop Mobile is “The Wild West” 64% 73% 49%
  19. 19. © 2015 eMarketer Inc. Multiple metrics are used to gauge the effectiveness of mobile advertising
  20. 20. © 2015 eMarketer Inc. The State of Mobile Creative
  21. 21. © 2015 eMarketer Inc. Getting the right message to the right person is the key to success
  22. 22. © 2015 eMarketer Inc. A lot of attention is being paid to getting the message to the right person (audience)
  23. 23. © 2015 eMarketer Inc. “Audience targeting” was the top priority for US and UK marketers polled by Marin Software in Q4 2014
  24. 24. © 2015 eMarketer Inc. 1. Facebook shifting to people-based advertising 2. Social logins enhancing audience profiles 3. Understanding people through places they visit Advancements in several areas have improved advertisers’ audience-targeting capabilities
  25. 25. © 2015 eMarketer Inc. Through Facebook, advertisers can target ads to specific audiences, both on and off its platform  On Facebook:  Custom Audience tool  Off Facebook:  Audience Network (mobile websites)  Atlas (mobile websites)  LiveRail (mobile apps)
  26. 26. © 2015 eMarketer Inc. Social logins enable publishers to append robust consumer information to ad impressions  Social logins are increasingly being used as a means to register with a mobile app/site  In turn, a wealth of demographic information is being shared
  27. 27. © 2015 eMarketer Inc. Data collected via social login can be put in marketing-automation tools or DMPs to improve targeting “The social login allows you to capture over 200 points of data—all rich, profiled data—like whether or not a person is married, where they got their degree, and what their likes and interests are.” —David Scott, chief marketing officer for customer identity platform provider Gigya
  28. 28. © 2015 eMarketer Inc. Location-based tracking/data has become another means of building audience profiles  54% of the US population will use location-based services on a mobile device in 2015
  29. 29. © 2015 eMarketer Inc. In aggregate, the places a person visits over time suggest a lot about who they are “Because humans are creatures of habit, looking at the snippets of location information surfacing [from a mobile device] over the course of several days, weeks or a month reveals patterns that are strong signals of the type of person using the device.” —Tyler Bell, vice president of product for Factual, a location platform and data provider
  30. 30. © 2015 eMarketer Inc. Is the development of the brand message (the creative) getting equal attention?
  31. 31. © 2015 eMarketer Inc. Research suggests it’s not—at least from an investment perspective Only 19% of marketers polled worldwide in November 2014 planned to increase their investment in creative and design over the next three to five years
  32. 32. © 2015 eMarketer Inc. Also, a majority of US creative professionals said they were not taking enough creative risks with their projects
  33. 33. © 2015 eMarketer Inc. But consumers are willing to share personal data for the creative teams to use 75% of US fitness tracker users were somewhat to extremely comfortable sharing their personal data for advertising purposes
  34. 34. © 2015 eMarketer Inc. More than 40% of US internet users were comfortable with marketers using multiple types of personal data to increase ad relevance
  35. 35. © 2015 eMarketer Inc. Unfortunately, only 22% of US digital marketers said they regularly used data signals to adapt brand messages
  36. 36. © 2015 eMarketer Inc. To succeed, greater investment in the creative message will be required
  37. 37. © 2015 eMarketer Inc. Conclusion: The mobile advertising puzzle is quickly coming together  Mobile exceeds desktop for search and display ad spending  Ad format types are improving  Targeting and measurement capabilities are growing more sophisticated  Attention now needs to turn to “the message”
  38. 38. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Engagement & Conversion FIRST PARTY CRM FIRST PARTY Audience Audience Valuation Look-alike Modeling Creative Response Offer Optimization SOLUTION LEVEL SEGMENTATION Partners SECOND PARTY Paid Media DISPLAY, SOCIAL, SEARCH Experiences ADS & PAGES Cross-Channel EMAIL, SOCIAL, MESSAGING Asset Sharing Marketing Cloud core services DIGITAL ASSET MANAGER DeliveryAlgorithmsData AD TIED TO OPTIMIZED LANDING PAGE Search Ads Display Ads Customer Site Social Ads Audience Marketplace THIRD PARTY Experience Audience Manager Analytics Media Optimizer Target Campaign Adobe Programmatic Landscape
  39. 39. © 2015 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Cathy Boyle Key Trends in Mobile Advertising  Mobile Audience Targeting: Have Industry Advances Raised Advertisers' Confidence Levels?  The State of US Digital Advertising 2015: Mobile Trumps Desktop, People Trump Devices  Mobile Apps vs. Mobile Browsers: How Usage, Ad Spending and Mobile Commerce Sales Differ by Channel  Mobile Display Ad CPMs: The Going Rates and the Inventory Advertisers Value Most

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