Presented by:

Noah Elkin

Principal Analyst

#eMwebinar

@noahelkin

O C T O B E R 2 7, 2 0 1 1

Mobile Advertising and Marketing—Key Trends and Benchmarks

Sponsored by:

Agenda

Setting the stage: Smart device and mobile web adoption

Marketer approaches to mobile marketing: Evolution, not revolution

Mobile advertising outlook: Spending growth ahead

Consumer outlook: Awareness and engagement on the rise

Q & A

Setting the Stage: Smart Device and Mobile Web Adoption

Smartphone adoption remains the driving force behind the expanding mobile advertising market

US smartphone ownership is growing more quickly among recent phone buyers

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Market momentum is solidly in Android’s favor…

…in what is fast becoming a two-horse race

Driven by the US market, demand for tablets continues to be feverish

Mobile and web are becoming more synonymous…

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…as internet access from mobile devices expands

High-value activities predominate among smartphone owners

Tablet users likewise display a prevalence for engaging with web media and content

Marketer Approaches to Mobile Marketing: Evolution, Not Revolution

Mobile advertising is now more the norm than the exception

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Marketers see mobile as a key mechanism for engaging their audience at every stage of the purchase funnel

Marketers employ a range of mobile tactics to achieve their goals…

…including a variety of ad formats

Android is catching up but iOS devices still generate more marketer interest

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Bigger companies allocate more dollars for mobile

Average expected change in mobile marketing budgets in 2011

35%Source: Jumptap/DIGIDAY “Mobile State of the Industry Survey,” Sept 2011

More marketers are taking an integrated approach to mobile

But the extent of integration varies by industry

Marketers cite a common set of benefits and challenges with mobile advertising

Mobile Advertising Outlook: Spending Growth Ahead

eMarketer’s latest forecast is higher for 2011 and beyond

Growth in mobile advertising is strong across the board…

…but search and display are emerging as the dominant mobile ad formats

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More marketers are trying to capitalize on local intent

Shift in spending shares reflects changing marketer priorities

Growth in mobile search has other strategic and tactical implications

Increased focus on display and rich media is evident in marketer surveys

Smart devices account for the majority of mobile display ad requests

Tablet users consume the largest share of mobile video ads

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Ad effectiveness is an important driver behind mobile display ad adoption

Consumer Outlook: Awareness and Engagement on the Rise

Smartphone owners are more likely than feature phone users to see and respond to mobile ads

Tablet users have a generally positive attitude toward ads

Awareness of mobile ads is highest among younger smartphone users

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Smartphone users are most likely to notice search and in-app display ads

Mobile ads are leading to consumer engagement

Ads that connect with users during specific activities correlate with higher engagement rates

Other mobile marketing approaches can also drive engagement and conversion

Bottom line: Mobile can play a key role at every stage of the purchase funnel

Rising smart device and mobile web adoption signal new imperatives for marketers. Marketers need to look toward the day when the mobile web is no longer a sideshow but a main event.

Mobile marketing is no longer a question of “if” but of “when.” Expect to see mobile continue to emerge as less of an afterthought and more of a permanent fixture in marketers’ digital strategies.

Mobile advertising is following a similar evolution as the desktop. Search and display are emerging as the dominant mobile ad formats. The outlook for mobile ad spending overall is trending sharply upward.

The future of mobile is all about sophistication. More capable devices, faster networks, savvier mobile consumers and richer experiences lie ahead. Marketers’ strategies must evolve in line with the growing sophistication of mobile devices and consumers’ usage patterns.

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Mobile Advertising and Marketing—Key Trends and Benchmarks

Questions & AnswersRegistrants will receive an email tomorrow that includes a link to view the deck and webinar recording.

For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions.

To learn about eMarketer Total Access please visit www.emarketer.com/productsor contact us: (800) 405-0844 or webinars@emarketer.com

Presented by:Noah ElkinPrincipal Analyst, eMarketer, Inc.

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