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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