1. Small is beautiful- why mobile is thetool marketers cant afford to ignoreAlex Kozloff, Head of Mobile IAB UK

2. iabuk.net/contactWho am I and what do I do? Trade body for digitaladvertising 850 members includingadvertisers, agencies andpublishers Head of Mobile,6 yearsmobile experience 3. Agenda An overview of consumer trends in mobile & tablet The UK mobile advertising revenue landscape Best in class examples of mobile marketing A few thoughts on the future 4. An overview of consumer trends in mobile& tablet15 June 2013iabuk.net/contact 5. iabuk.net/contactPope John Paul IIsbody is carried acrossSt. Peters Squarefollowing his death in2005Pope Francis speaks toSt. Peters Square forthe first time after hewas elected 6. Source: comScore mobiLens 3 month average55%Smartphoneownership March2012UK smartphone growth 2012- 201367%Smartphoneownership March2013 7. Mobile has made fundamental, irreversiblechanges to our livesSource: 20 or so IABeers in the pubWhat do you not do any more now you have a mobile? 8. GNM weekly total audience by platformSource: comScoreSource: GNM Total Audience, Wave 2 2012Major UK publishers are seeing nearly themajority of content consumption via mobile55%of Guardians weekendfootball content isconsumed ontablet/mobile45%of the Guardians weeklyaudience comes fromdigital only 9. Mobile is big business30%of all Debenhamstraffic via mobile1 in 5of all online salesvia mobile15.2bnglobal salesthrough mobile in2012Source: Debenhams 06/12, eBay 05/13, Dominos 09/12 10. Tablet ownership has doubled in a year10%22%March 2012 March 2013Source: comScore mobiLens 11. 0%5%10%15%20%25%30%35%Night Time1-3amEarlyMorning 4-6amMorning 7-9amLatemorning10am-12amEarlyAfternoon1pm-3pmAfternoon 4-6pmEarlyEvening 7-9pmLateEvening 10-12pmDay in the Life of Device Usage - WeekdayDesktopMobileTablet50% of tablet uses are after 7pm%interactionsSource: IAB Three Device Lives: Tablets in context 12. 3 key trends emerging for tabletsDual Screening Entertainment Retail51%Tablet usagewith TV35%Mobileusagewith TV33%Laptop /desktopusagewith TVSource: IAB Three Device Lives: Tablets in context / IAB Mojo StudyTablet,49%Mobile,22%PC,29%Which of yourdevices best allowsyou to beentertained?2:562:12 13. Mobile Adspend- the highlightsiabuk.net/contact 14. SOURCE: IAB / PwC Digital Adspend 2012(617m)(234m) 15. Strong like for like growth 2011 to 2012SOURCE: IAB / PwC Digital Adspend 2012 16. The mobile media mix% share of revenues 2012SOURCE: IAB / PwC Digital Adspend 2012Category 2011 ShareSearch 67%Display 30%Classified 0%SMS & Other 3%(617m) 17. Mobile display breakdownSOURCE: IAB / PwC Digital Adspend 2012(176m) 18. Change in industry sector mobile displaymarket shares 2011 to 2012Based on 86% of submitted display ad spendSOURCE: IAB / PwC Digital Adspend 20121%3%3%8%10%10%11%12%12%13%16%1%3%1%10%11%4%7%12%13%14%23%Leisure EquipmentBusiness & IndustrialGovernment, Social, Political OrganisationsMotorsTelecommsTravel & TransportTechnologyFinanceRetailConsumer GoodsEntertainment & The MediaH2 2011H2 2012 19. Mobile hits the mainstream?SOURCE: IAB / PwC DigitalAdspend 20121.25in every 10 spenton digital displayadvertising isspent on mobile1in every 10 spent ondigital advertising isspent on mobile 20. UK Mobile Advertising Spend Forecast 2013-2017Source: FirstPartner Western European Mobile Ad Spend Forecast 2013-201705001,0001,5002,0002013 2014 2015 2016 2017MillionsDisplay (Banners& Text Links) Search Messaging Mobile Content (Video and In Game)853.8m1234.0m1957.4m1537.8m1762.8m(2.3bn)(1.0bn)(1.4bn)(1.8bn)(2.1bn) 21. Some great examplesiabuk.net/contact 22. iabuk.net/contactMobile display is what you make of ithttp://www.youtube.com/watch?v=45Z-GevoYB8 23. Mobile with other media- presshttp://www.youtube.com/watch?feature=player_embedded&v=640v8yBcXg8 24. Mobile with other media- outdoorhttp://www.youtube.com/watch?feature=player_embedded&v=ScrNSrOAoUM 25. Mobile driving in store purchaseshttp://www.youtube.com/watch?v=uUmSg2LqTyg 26. A few thoughts on the futureiabuk.net/contact 27. 75%2013SmartphoneOwnership (UK) 28. In 2013 themajority ofsearch clicks inthe UK will comefrom mobiledevices 29. The only option is to completely adjust yourstrategyWe made this transition to being apublic company, and at the sametime we made this transition tobeing a mobile company. And thetransition to being a mobilecompany had probably 10 timesthe difference on the company thatanything about being public had. 30. Thanksalex@iabuk.netiabuk.net/contact