Simon Birkenhead, Axonix - Can Operators Turbocharge Mobile

CAN OPERATORS
TURBOCHARGE
MOBILE
ADVERTISING?
Simon Birkenhead
CEO, Axonix
Time Spent
Ad Spend
TV
Internet
Mobile
Radio
Print
38%
25%
20%
12%
5%
x1.2
x0.9
x0.2
x0.8
x3.8
45%
22%
4%
10%
19%
Sources: IAB & eMarketer 2013 (USA market only)
Sources: IAB & eMarketer
Internet-connected devices (excl. smartphones)
Sources: John Matherly
Excuse 1:
Mobile advertising doesn’t work.
20%
of marketing budgets
on mobile by 2015
10%
of marketing budgets
on mobile in 2014
Global mobile ad spend:
Jumped from $10 billion in 2012 to $19.3 billion in 2013
Sources: IAB
Excuse 2:
You can’t measure
its impact.
Location of final
purchase for products
researched on mobile
How shoppers use their
phones for shopping
0%
7%
Find directions
3%
Find hours
Make price comparisons
13%
Find promo offers
Browse
Find where specific products are sold
Find product information
77%
Find product availability in-store
Find product reviews
Make purchase
In Person
Online (PC)
Mobile
Other
Sources: eMarketer (US) 2013, Google/MARC 2013, xAd/Telemetrics
20%
40%
60%
Excuse 3:
Too much fraud and
fat-finger clicking.
Excuse 4:
Poor targeting.
Source: eMarketer March 2014
Source: Flurry 2014
Mobile operator data:
Demographic
Behavioural
Context
Everybody wins with better targeting
►
5% reach of target audience
►
95% media wastage
►
Advertiser pays £1 CPM but true cost to
reach the advertiser’s target audience =
£20 eCPM
►
20% reach of target audience
►
80% media wastage
►
Advertiser pays £2 CPM but true cost to
reach the advertiser’s target audience =
£10 eCPM
RTB mobile ad exchange with
billions of mobile ads per month
across 150+ countries
Backed by Telefonica and
Blackstone
Working with leading mobile operators around the world
to make mobile advertising more relevant
Fixing the mobile conundrum
• Now is a great time to test
and learn
• Commit proper budget and work
with mobile specialists
• Partner with companies that have
strong, first party data
• Buy through ad exchanges, where
media costs and results are fully
transparent
@AxonixRTB
@SimonBirkenhead
AxonixRTB
[email protected]

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