GO MOBILE !Köln | Sept 2012
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o Mobile Landscape
o Performance Barometer
o Case Studies
o Go Mobile !
SOURCE: http://flic.kr/p/8eSh5h
TABLE OF CONTENTS
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MOBILE LANDSCAPEPERFORMANCE BAROMETER
CASE STUDIES
GO MOBILE !
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SOURCE: Asymco http://goo.gl/yHZHL
Mobile is not about PhonesMobile is the new PC
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SOURCE: KPCB http://goo.gl/qPjbP
• There is a disproportion between viewership & ad spend• Money follows the eyeballs
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SOURCE: Ciscohttp://goo.gl/FZJk1
• Tablets alone will consume as much traffic in 2016 as all existing mobile devices today
• Smartphones will be the most prominent mobile device
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MOBILE LANDSCAPE
PERFORMANCE BAROMETER
CASE STUDIES
GO MOBILE !
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• The zanox Mobile Performance Barometer is based on:o Transactions from January – July 2012o Sampling based on 2000+ advertiserso Based on millions of transactions
SOURCE:
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GLOBALCOUNTRY PERFORMANCE
• UK & Scandinavia have the highest percentage mobile traffic• Fastest growing countries are NL & Scandinavia
SOURCE:
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GLOBALM-COMMERCE DEVICE PERFORMANCE
iPad
SOURCE:
• iPad is king ! It generates more revenue than both the iPhone and Android combined
• Android experiences largest increase in comm/transaction YoY
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GLOBALM-COMMERCE DEVICE PERFORMANCE
iPad
• iPad is king ! It generates more revenue than both the iPhone and Android combined
• Android experiences largest increase in comm/transaction YoY
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GLOBALM-COMMERCE DEVICE PERFORMANCE
iPad
iPhone
• Over 53% of all mobile transactions come from the iPad• iPad generated more revenue than the iPhone in July 2011 but
it took another four to have more transactions• Android surpassed iPhone in transactions & revenue in March
SOURCE:
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GLOBALINDUSTRY PERFORMANCE
SOURCE:
• Financial Services has the largest growth in H1• Retail & Shopping is far and away the largest mobile
industry by revenue
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GLOBALMULTI-CHANNEL PERFORMANCE
SOURCE:
• iPad out-performs even e-commerce in revenue per transaction• Average m-commerce (smartphone + tablet) revenue per
transaction is just below e-commerce
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GLOBALM-COMMERCE DEVICE PERFORMANCE
• Germany, France & Italy are ‘iOS countries’ with 75% of their traffic• Spain & Poland lead Europe in Android transactions over 60%
SOURCE:
MOBILE INFOGRAPHIC
http://bit.ly/zanoxInfographic
SOURCE:
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MOBILE LANDSCAPE
PERFORMANCE BAROMETER
CASE STUDIES
GO MOBILE !
Claim: o Transactions on mobile devices need to be kept simpleo Payment walls are a major barrier on mobile devices
Facts:o Users spend more time on mobile devices (8+ min/session)o 3.3x more mobile revenue in 2012o Gap between mobile leads & sales reduced by 23%
DATING
Claim: o People use their mobile device when they have an
immediate need
TRAVEL
Facts:o Most mobile transaction happen in less than 8 min
compared to 42+ min on desktopso Publishers earn on average 42% more commissions
per transactions than on e-commerceo Travel Industry skews heavily towards iOS devices
For Publishers:o Access to all mobile advertisers via a single AdCodeo Creative optimization give the highest CTRs for both
app and mobile siteso Dedicated editor team keeps offers fresh and up-to-date
For Advertisers: o Reconnect users with previous or local offers via
retargeting and geotargetingo Custom high performing mobile landing pages with high
quality traffic
MOBILE SOLUTION
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MOBILE LANDSCAPE
PERFORMANCE BAROMETER
CASE STUDIES
GO MOBILE !
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MOBILE SURVEYGLOBAL
• A survey of our Top 200 Advertisers showed the majority (56%) are mobile • Only 52% of the Advertisers with mobile websites implement tracking
SOURCE:
Neither 44%
Mobile App16%
Both25%
Mobile Site15%
Tracking52%
No Tracking48%
Loss in Publisher commissions in August:128k EUR
Estimated loss of commissions in 2012:1.7 Million EUR
Revenue not attributed to the correct channel:23 Million EUR
AUG
TRACKING THREATOPPORTUNITY COST OF DOING MOBILE POORLY
The destruction of value when advertisers fail to:• Embrace mobile thus giving users a bad user experience or • Track it correctly effectively stealing traffic from their partners
eCommerce ≠ mCommerceo Making your m-commerce site the little version of e-commerce o Assuming a mobile user is the same as desktop usero Repurposing your e-commerce creatives for mobile
Mobile Basicso ‘Wait and see’ how mobile plays itself outo Place additional barriers during a mobile transactiono Mobile websites vs Apps
Poor Metrics & KPIso Failing to recognize/realize your mobile traffic sourceso Not embracing social and local with your mobile solution
HOW NOT TO DO MOBILEAKA THE OPPORTUNITY COST OF ADVERTISERS FOR DOING MOBILE POORLY
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TIPS FOR PUBLISHERS
Knowledgeo Understand what the advertiser means when they have a mobile offer.o Be mindful of user base and their deviceso Mobile loves local and social
Technologyo Create mobile optimized landing pageso Responsive web design give superior mobile experiences across all deviceso Primary source of mobile innovation is on the publisher side. Embrace new
mobile technologies: HTML5, CSS3, apps, m-commerce …
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THANK YOU
Chris LoonanDirector of the Mobile/Social [email protected]
Till Goehre Senior Director Product & [email protected]