Presentation: The Gathering Wave: Digital, Mobile and Targeted Marketing Trends Converge
Transcript of 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
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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
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
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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9
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%
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