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Rachel Robinson – Head of Mobile
The internet has evolved
The digital formats of the future will be mobile
0% 5%
10% 15% 20% 25% 30%
May 2009 May 2010 May 2011 May 2012 May 2013 May 2014 May 2015
Mobile traffic growing 1.5x per year
Source : Statcounter global stats, 5/13
Although there are some barriers at the moment
Source: IAB Snapshot Research 2012 (353)
In the next few years, mobile investment will be unavoidable
£19.4m £51.0m
£153.1m £165.7m
£196.7m
£465.0m
£825.1m
£28.6m £37.6m
£83.0m
£203.2m
£526.0m
1998 1999 2000 2001 2002 2003 2004
Online Adspend Mobile Adspend
SOURCE: IAB / PwC Digital Adspend 2012
2008 2009 2010 2011 2012 2013? 2014?
It would be easy to get overwhelmed
When we just need to be selective
Look at user behaviour and develop an approach based on insight
A combination of context and technology creates opportunity
Context Technology
Display formats that let you interact in a way that feels intuitive
13% increase in spontaneous awareness from ‘touch’ ads (vs ‘mouse’ ads)
Source: PHD 2013
Getting the right balance between impact and experience is key
Delivering a consistent experience across devices
Location based offering consumer value
Mobile video audience is growing YOY
Mobile, social ads are already proving successful
Interaction Rate: 66% Dwell time: 154 secs
Source: PHD/Celtra 2013
New formats will be created to integrate with wearable tech
Even the way we measure success is being shaped by user behaviour
So what does this all mean…
• User behaviour will define future formats • Challenges and opportunities
• Context and technology need to work together
• Formats don’t quite match expectations…yet
• A lot of exciting developments on the horizon
Thank You