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Mobile Advertising Aakanksha Haran, Associate Director, Ipsos MediaCT

14/06/2012

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Source: IAB / PwC mobile ad spend survey 2011

157% Total Mobile Market 2011 vs 2010

like-for-like

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Source: IAB / PwC mobile ad spend survey 2010

83m Total Mobile Market 2010

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Source: IAB / PwC mobile ad spend survey 2011

203.2m Total Mobile Market 2011

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Most formats seeing growth

Source: IAB / PwC mobile ad spend survey 2011

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In app revenue outweighs on browser

Source: IAB / PwC mobile ad spend survey 2011 *Based on a sample of 20 participants and 2 estimated companies (from publicly available information), accounting together for c.68% of total display revenue

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Change in industry sector display market shares

Source: IAB / PwC mobile ad spend survey 2011

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Mobile spend as part of the media mix

Source: 2011 estimates from The Advertising Association/Warc Expenditure Report., IAB/ PWC Mobile Adpsend Study 2011

Cinema Mobile

Radio Out of home

Direct Mail

Press

TV

Internet

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8.3m

11.8m

15.8m

18.1m

£19.4

£51.0

£153.1

£165.7

£28.6

£37.6

£83.0

£203.2

0

50

100

150

200

250

0

5

10

15

20

25

1998 1999 2000 2001

Monthly mobile audience Monthly online audience Online adspend Mobile adspend

Mobile’s growth echoes online 10 years ago

Source: IAB / PWC Adspend, comScore Mobilens

Month

ly o

nlin

e/m

obile

audie

nce (

MM

)

Yearly a

dspend (

£M

M)

2011 2010 2009 2008

8.6m

11m

14.5m

24.6m

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£19.4m

£51.0m

£153.1m

£165.7m

£196.7m

£465.0m

£825.1m

£28.6m

£37.6m

£83.0m

£203.2m

0.00

100.00

200.00

300.00

400.00

500.00

600.00

700.00

800.00

900.00

1998 1999 2000 2001 2002 2003 2004

Online adspend Mobile adspend

Will mobile follow the same path as online adspend?

Source: IAB / PWC Adspend

*Source: First Partner

2011 2010 2009 2008 2012? 2013? 2014?

*£1bn

in

2015

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The consumer view

Mobile Modes How to Connect with Mobile Consumers

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Around 1 in 2 consumers notice ads

on their mobile, especially those

male & younger

Ad recall is strongest in the morning

Peak time for ad interaction is during

break times and when winding down

3 in 4 consumers accept mobile advertising

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Humorous, bold, and graphic rich

ads attract consumers most

Ads that are relevant, specific

and geographically targeted are

also effective

Despite the small screen size,

consumers want mobile ads to

personally connect

Which ads work best?

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Things to consider

Source: Mobile modes study with Yahoo!

• Be part of the growth

• Be around content

• Use day parts to optimise metrics

• Invest in creative

• Respect your mobile consumers

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Thank you aakanksha.haran@ipsos.com

© Ipsos MORI This work was carried out in accordance with the requirements of the international quality standard for market research, ISO 20252:2006 and with the Ipsos MORI Terms and Conditions which can be found here