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AOP Mobile Insights by Tim Cain for Incisive Create
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Incisive Mobile Strategies Breakfast Briefing
November 2012
AOP In Summary
The Voice of Premium Digital Publishers
AOP represents digital publishing companies that create
original, branded, quality content
Improving the way digital publishers run and develop their businesses
Facilitating the share of knowledge and cross-fertilisation of ideas
Core Activities
Market leading events
Professional research & benchmarking
Unmatched networking
AOP Board Members
AOP B2B Members
Observations on the growing importance
of mobile
Mobile trajectory
Mobile internet
In the UK 16% of web traffic is from mobile devices
Mobile extending the day
Mobile consumption -Did you know
• Google is activating 1.3m Android devices a day
• Each new version of the iPhone sells as much as
all previous versions combined
• Time spent using mobile (incl internet) has more than doubled in the
last two years
• Tablet users on average spent 30% more time on-site and had a 20% higher engagement score than PC users
• Smartphones influence 6% of UK in-store purchases
Mobile Advertising
Worldwide, mobile ad spending should hit
$6.4 billion this year
UK Mobile ads 2012
£181.5m
+132% H1 2012
Search 73%
+152% H1 2012
Display 27%
+91% H1 2012
7% digital ad spend now Forecast £1.6bn 2016
Mobile ads – higher CTR greater engagement
Rich media CTR 3x
Mobile CTR 3-5x vs desktop web
55% of digital magazine readers engaged
Half interacted with the ad 38% touched/clicked ad to expand it
34% viewed multiple pages of a multi-page ad
34% accessed a Web site through the ad
31% watched a video or commercial
30% viewed a gallery
30% downloaded an app.
How well are we equipped?
40% 6 out of 15
And it’s 42 days till Christmas!
The Publishers view
74% agree Future focus will be increasingly on developing mobile sites and apps and tablets and apps than traditional desktop sites for internet
majority of sites optimised for mobile
62%
Opportunities for next 12 months
0%20%
40%60%
80%100%
Mobile ads
Apps forsmartphones
Apps/digitaleditions for…
Mobile internet
iPad/othertablets
73%
76%
81%
85%
90%
Top Mobile Business Priorities for 2012
0% 10% 20% 30% 40% 50% 60% 70%
Streamline Integrations and Reporting
Reach New Mobile Users
Deepen Engagement with Existing Users
Grow Revenues
0%
9%
24%
65%
Growth Priorities
57% Advertising
40% Paid content/subs
Mobile traffic and Mobile revenue
0% 20% 40% 60% 80% 100%
mobile revenue
mobile traffic
3% 65%
3%
26%
10% 55%
3%
26%
0%
6% 0%
1-5%
6-10%
11-20%
21-30%
31-50%
87%
29%
32%
3%
Mobile revenue types
0%
10%
20%
30%
40%
50%
60%
70%
55%
26%
52%
26% 32%
68% 68%
39%
10%
26%
16%
Most significant models of next 12 months
0%
5%
10%
15%
20%
25%
30%
35%
40%
unique mobile ad formatsin-app purchase
in-app ads
39%
29%
23%
Main issues affecting mobile development
0% 10% 20% 30% 40% 50% 60% 70% 80%
Developing responsive design
Managing Multiple Tech Partners (Ad Serving,Yield Management, Ad Networks, etc)
Integrating Mobile with Current Sales Effort
In-house skills and resource
Device Fragmentation (Smartphones, Tablets,Feature phones)
41%
44%
47%
56%
72%
The main inhibitors to mobile advertising
0% 10% 20% 30% 40% 50% 60%
formats & reporting
size of audience
creation of interactive ads
sales skills in-house
dependency on low yield ad networks
agencies attitude towards or focus onmobile
28%
52%
17%
31%
10%
52%
28%
31%
34%
38%
52%
55% Mobile
Tablet
AOP Mobile initiative
focus on key issues that will encourage growth of mobile advertising
on premium content sites
Tim Cain
@ukaop
@timrcain
Thanks