Presentation: The Gathering Wave: Digital, Mobile and Targeted Marketing Trends Converge

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The Gathering Wave: Digital, Targeted Marketing and Mobile Converge – Location-Based Services August 21, 2013 Squaw Creek The Mobile Insider Summit

Transcript of Presentation: The Gathering Wave: Digital, Mobile and Targeted Marketing Trends Converge

Page 1: Presentation: The Gathering Wave: Digital, Mobile and Targeted Marketing Trends Converge

The Gathering Wave: Digital, Targeted Marketingand Mobile Converge –Location-Based Services

August 21, 2013Squaw Creek The Mobile Insider Summit

Page 2: Presentation: The Gathering Wave: Digital, Mobile and Targeted Marketing Trends Converge

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Source: © Borrell Associates, Inc. 2013

Media Shares from 1949

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Local Advertising Spending ($ billions)

Telemarketing

Out of H

ome

Cinema

Cable TV

Directo

ries

Other P

rint

Direct

Mail

Radio

Loca

l TV Stations

Newspaper

Online

$1 $1$3 $4

$6 $7 $8

$11 $12

$18

$412012 2015

Source: Borrell Associates, Inc. 2013

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Local Ad Spend Change (2012 – 2015, $b)

Telemark

eting

Outdoor

Cinema

Cable

Directo

ries

Other Prin

t

Direct

Mail

Radio

TV St

ations

Newspap

ers

Online

-$2

$0

$2

$4

$6

$8

$10

$12

Source: Borrell Associates, Inc. 2013

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Digital Ad Formats ($ billions)

2012 2015($5)

$5

$15

$25

$35

$45

Targeted DisplayPaid SearchOnline VideoROS DisplayEmailOnline Audio

Source: Borrell Associates, Inc. 2013

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Introduction of Pope Benedict XVI

Photo: Luca Bruno, AP

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Introduction of Pope Francis

Photo: Michael Sohn, AP

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* Includes smartphones, PDAs, mobile game players, e-readers, GPS devices, etc.

LaptopsTablets, Netbooks

Other Mobile Devices*

2012

2017

Ad-Capable Mobile Devices

0.35.8

113.8

35.9

18.6

245.1

Millions of Units

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2010 2011 2012 2013 (P) 2014 (F) 2015 (F) 2016 (F) 2017 (F) 2018 (F)

$5.77$9.40

$15.77

$28.00

$41.76$58.22

$83.61

$106.87

$135.85

$44.81

$56.35$59.95

$65.89

$75.31$81.17

$72.31

$59.13

$31.45

$50.58

$65.76

$75.72

$93.89

$117.08

$139.39

$155.92

$166.00 $167.30Mobile Device Ad $

Static Device Ad $

Total Digital Ad$

Static vs. Mobile

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How familiar are you with Mobile marketing opportunities available to your business?

© 2013 Borrell Associates Inc.

Very Somewhat Not very Not at all Don't know/Not Sure

20%

38%

23%

14%

6%

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August 21, 2013Lake Tahoe The Mobile Insider Summit

The Place of Place:What Can Marketers Do With The Location Data Point?

ModeratorColby Atwood, President, Borrell Associates

PanelistsMahan Archer, SVP of Consumer Experience, Engauge

Ian Beacraft, Senior Digital Strategist, Leo Burnett

Jeremy Geiger, CEO, Retailigence

Vaino Leskinen, Director of Mobilelab, Digital Arts Network (TBWA)

Amanda Paluzi, CRM Analyst, Yum! Brands - Pizza Hut