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© 2015 eMarketer Inc.
Key Trends in Mobile Advertising: Milestones,
Misconceptions and ‘The Message’
Cathy Boyle
Senior Analyst, Mobile
June 11, 2015
Made possible by
© 2015 eMarketer Inc.
Agenda
 Two big shifts in ad spending
 Key differences between mobile and desktop advertising
 Four common misconceptions
 The state of mobile creative—getting the right ad to the
right person
© 2015 eMarketer Inc.
Two Significant Shifts in
Ad Spending Will Occur
© 2015 eMarketer Inc.
1. Mobile
search ad
spending will
exceed
desktop
search ad
spending for
the first time
in 2015
Mobile
tipping point
© 2015 eMarketer Inc.
Factors fueling mobile search ad spending
 Mobile’s increasing share of key search metrics
 Search engines have made mobile advertising easier
 Product listing ads (PLAs) are available and popular on
mobile
 Advertisers are getting better at setting objectives for
smartphone search campaigns
 Better attribution tools are coming to market
© 2015 eMarketer Inc.
2. Display ad
spending will
also tip
toward mobile
this year
Mobile
tipping point
© 2015 eMarketer Inc.
Factors fueling mobile display ad spending
 Rapid growth of mobile-social ad spending
 Increased availability of mobile rich media and mobile
video inventory
 Increased interest in those more immersive ad formats
among brand advertisers
© 2015 eMarketer Inc.
Key Differences
Between Mobile and Desktop
Ad Spending
© 2015 eMarketer Inc.
Mobile advertising includes two categories of
spending that do not exist on desktop
1. Spending by channel 2. App-install spending
VS.
app web
© 2015 eMarketer Inc.
In total, US advertisers spend more on
advertising in apps than on mobile websites
 72% of mobile
ad dollars will
be spent to
advertise in
apps in 2015
 But spending in
both channels
will increase by
double-digit
percentages
© 2015 eMarketer Inc.
Mobile app install ad spending is not as big a
share of mobile ad spending as many believe
 10.4% of total
mobile ad
spending in 2015
 Nearly 20% of
mobile display
ad spending
The share of spending is minor, but the
total amount spent on app installs is not
© 2015 eMarketer Inc.
Common Misconceptions
© 2015 eMarketer Inc.
Misconception #1: Immersive brand experiences
are limited to desktop
“Mobile is a creative
wasteland of tiny
banners”
Mobile rich media and mobile
video ads will generate nearly half
of US mobile ad revenue in 2015
Source: eMarketer, Sept 2015
Banners
52%
Rich
Media
30%
Video
18%
© 2015 eMarketer Inc.
Mobile video
consumption
is on the rise,
and with it
comes more
immersive ad
opportunities “We are seeing great momentum in mobile
advertising on YouTube.
Mobile revenue on YouTube is up
more than 100% year-over-year.”
—Omid Kordestani, Google’s interim chief business
officer and special advisor to the CEO
(Source: Google’s Q4 2014 earnings call)
“Globally, over 65% of Facebook video
views occur on mobile. Marketers have
followed this trend and are using video to
help people discover and learn about their
brands.”
—Sheryl Sandberg, chief operating officer at
Facebook (Source: Facebook’s Q4 2014 earnings call)
© 2015 eMarketer Inc.
“One big misconception is mobile search is just an
extension of what you’re doing on desktops and
laptops. In the era of automatic mobile opt-in, it’s
very easy to not pay attention to the
specific strategies you should be doing on
mobile. But that’s not going to drive success.”
—Jeremy Hull, director of bought media at iProspect
“Advertisers are still shrinking online ads and using
them in mobile vs. coming up with breakthrough
ways of engaging users on those devices. You
really have to understand what the user
experience is and engage with mobile
users in the right manner.”
—Maria Mandel Dunsche, vice president of marketing
and media innovation for AT&T AdWorks
Misconception #2:
What works on
desktop will work
on mobile
© 2015 eMarketer Inc.
But treating mobile
the same as
desktop is a
mistake that keeps
getting repeated
62%
38% Did NOT design
mobile-specific
campaigns
Designed mobile-
specific campaigns
Despite having intentions to
create mobile-specific
campaigns in 2014, a majority of
marketers polled did not.
Campaign Tactics Used by
US Marketers in 2014
Source: offerpop, “The State of Digital
Marketing Trends, The 2015 Report”
© 2015 eMarketer Inc.
Misconception #3: It’s impossible to track
consumers outside of desktop
 Cookies work on most Android
devices for mobile web tracking
[And 52% of US smartphone
users have Android phones]
 Apple’s Identifier for Advertisers
(IDFA) and Google’s Advertising
ID make in-app tracking
possible
 Deterministic and Probabilistic
ID’s bridge channels and
devices
“Audience targeting isn’t
possible on mobile devices
without cookies”
© 2015 eMarketer Inc.
Misconception #4:
Measurement is
only reliable on
desktop
Mobile is
“The Wild West”
64%
73%
49%
© 2015 eMarketer Inc.
Multiple metrics
are used to
gauge the
effectiveness of
mobile
advertising
© 2015 eMarketer Inc.
The State of Mobile
Creative
© 2015 eMarketer Inc.
Getting the right message to the right person is
the key to success
© 2015 eMarketer Inc.
A lot of
attention is
being paid to
getting the
message to
the right
person
(audience)
© 2015 eMarketer Inc.
“Audience
targeting”
was the top
priority for
US and UK
marketers
polled by
Marin
Software in
Q4 2014
© 2015 eMarketer Inc.
1. Facebook shifting to people-based advertising
2. Social logins enhancing audience profiles
3. Understanding people through places they visit
Advancements in several areas have improved
advertisers’ audience-targeting capabilities
© 2015 eMarketer Inc.
Through Facebook, advertisers can target ads to
specific audiences, both on and off its platform
 On Facebook:
 Custom Audience tool
 Off Facebook:
 Audience Network (mobile websites)
 Atlas (mobile websites)
 LiveRail (mobile apps)
© 2015 eMarketer Inc.
Social logins enable publishers to append robust
consumer information to ad impressions
 Social logins are
increasingly
being used as a
means to
register with a
mobile app/site
 In turn, a wealth
of demographic
information is
being shared
© 2015 eMarketer Inc.
Data collected via social login can be put in
marketing-automation tools or DMPs to improve
targeting
“The social login allows you to capture
over 200 points of data—all
rich, profiled data—like whether
or not a person is married, where they
got their degree, and what their likes
and interests are.”
—David Scott, chief marketing officer for
customer identity platform provider Gigya
© 2015 eMarketer Inc.
Location-based tracking/data has become
another means of building audience profiles
 54% of the
US population
will use
location-based
services on a
mobile device
in 2015
© 2015 eMarketer Inc.
In aggregate, the places a person visits over
time suggest a lot about who they are
“Because humans are creatures of habit,
looking at the snippets of location
information surfacing [from a mobile device]
over the course of several days, weeks or a
month reveals patterns that are strong
signals of the type of person using the
device.”
—Tyler Bell, vice president of product for Factual, a
location platform and data provider
© 2015 eMarketer Inc.
Is the
development
of the brand
message (the
creative)
getting equal
attention?
© 2015 eMarketer Inc.
Research
suggests it’s
not—at least
from an
investment
perspective
Only 19% of marketers polled
worldwide in November 2014
planned to increase their
investment in creative and design
over the next three to five years
© 2015 eMarketer Inc.
Also, a
majority of
US creative
professionals
said they
were not
taking enough
creative risks
with their
projects
© 2015 eMarketer Inc.
But consumers are willing to share personal data
for the creative teams to use
75% of US fitness
tracker users were
somewhat to
extremely
comfortable sharing
their personal data
for advertising
purposes
© 2015 eMarketer Inc.
More than 40%
of US internet
users were
comfortable
with marketers
using multiple
types of
personal data
to increase
ad relevance
© 2015 eMarketer Inc.
Unfortunately,
only 22% of
US digital
marketers
said they
regularly used
data signals
to adapt
brand
messages
© 2015 eMarketer Inc.
To succeed, greater investment in the creative
message will be required
© 2015 eMarketer Inc.
Conclusion: The mobile advertising puzzle is
quickly coming together
 Mobile exceeds
desktop for search and
display ad spending
 Ad format types are
improving
 Targeting and
measurement
capabilities are
growing more
sophisticated
 Attention now needs to
turn to “the message”
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved.
Engagement
& Conversion
FIRST PARTY
CRM
FIRST PARTY
Audience
Audience Valuation
Look-alike
Modeling
Creative Response
Offer Optimization
SOLUTION LEVEL
SEGMENTATION
Partners
SECOND
PARTY
Paid Media
DISPLAY, SOCIAL,
SEARCH
Experiences
ADS & PAGES
Cross-Channel
EMAIL, SOCIAL,
MESSAGING
Asset Sharing
Marketing Cloud core
services
DIGITAL ASSET MANAGER
DeliveryAlgorithmsData
AD TIED TO
OPTIMIZED
LANDING PAGE
Search
Ads
Display
Ads
Customer
Site
Social
Ads
Audience
Marketplace
THIRD PARTY
Experience
Audience
Manager
Analytics Media
Optimizer
Target Campaign
Adobe Programmatic Landscape
© 2015 eMarketer Inc.
Learn more about digital marketing with an
eMarketer corporate subscription
Around 200 eMarketer reports are published
each year. Here are some recent reports you
may be interested in:
Q&A Session
Made possible by
You will receive an email tomorrow
with a link to view the deck and
webinar recording.
To learn more: www.emarketer.com/products
800-405-0844 or webinars@emarketer.com
Cathy Boyle
Key Trends in Mobile Advertising
 Mobile Audience Targeting: Have Industry Advances Raised
Advertisers' Confidence Levels?
 The State of US Digital Advertising 2015: Mobile Trumps
Desktop, People Trump Devices
 Mobile Apps vs. Mobile Browsers: How Usage, Ad Spending
and Mobile Commerce Sales Differ by Channel
 Mobile Display Ad CPMs: The Going Rates and the Inventory
Advertisers Value Most

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eMarketer Webinar: Key Trends in Mobile Advertising

  • 1. © 2015 eMarketer Inc. Key Trends in Mobile Advertising: Milestones, Misconceptions and ‘The Message’ Cathy Boyle Senior Analyst, Mobile June 11, 2015 Made possible by
  • 2. © 2015 eMarketer Inc. Agenda  Two big shifts in ad spending  Key differences between mobile and desktop advertising  Four common misconceptions  The state of mobile creative—getting the right ad to the right person
  • 3. © 2015 eMarketer Inc. Two Significant Shifts in Ad Spending Will Occur
  • 4. © 2015 eMarketer Inc. 1. Mobile search ad spending will exceed desktop search ad spending for the first time in 2015 Mobile tipping point
  • 5. © 2015 eMarketer Inc. Factors fueling mobile search ad spending  Mobile’s increasing share of key search metrics  Search engines have made mobile advertising easier  Product listing ads (PLAs) are available and popular on mobile  Advertisers are getting better at setting objectives for smartphone search campaigns  Better attribution tools are coming to market
  • 6. © 2015 eMarketer Inc. 2. Display ad spending will also tip toward mobile this year Mobile tipping point
  • 7. © 2015 eMarketer Inc. Factors fueling mobile display ad spending  Rapid growth of mobile-social ad spending  Increased availability of mobile rich media and mobile video inventory  Increased interest in those more immersive ad formats among brand advertisers
  • 8. © 2015 eMarketer Inc. Key Differences Between Mobile and Desktop Ad Spending
  • 9. © 2015 eMarketer Inc. Mobile advertising includes two categories of spending that do not exist on desktop 1. Spending by channel 2. App-install spending VS. app web
  • 10. © 2015 eMarketer Inc. In total, US advertisers spend more on advertising in apps than on mobile websites  72% of mobile ad dollars will be spent to advertise in apps in 2015  But spending in both channels will increase by double-digit percentages
  • 11. © 2015 eMarketer Inc. Mobile app install ad spending is not as big a share of mobile ad spending as many believe  10.4% of total mobile ad spending in 2015  Nearly 20% of mobile display ad spending The share of spending is minor, but the total amount spent on app installs is not
  • 12. © 2015 eMarketer Inc. Common Misconceptions
  • 13. © 2015 eMarketer Inc. Misconception #1: Immersive brand experiences are limited to desktop “Mobile is a creative wasteland of tiny banners” Mobile rich media and mobile video ads will generate nearly half of US mobile ad revenue in 2015 Source: eMarketer, Sept 2015 Banners 52% Rich Media 30% Video 18%
  • 14. © 2015 eMarketer Inc. Mobile video consumption is on the rise, and with it comes more immersive ad opportunities “We are seeing great momentum in mobile advertising on YouTube. Mobile revenue on YouTube is up more than 100% year-over-year.” —Omid Kordestani, Google’s interim chief business officer and special advisor to the CEO (Source: Google’s Q4 2014 earnings call) “Globally, over 65% of Facebook video views occur on mobile. Marketers have followed this trend and are using video to help people discover and learn about their brands.” —Sheryl Sandberg, chief operating officer at Facebook (Source: Facebook’s Q4 2014 earnings call)
  • 15. © 2015 eMarketer Inc. “One big misconception is mobile search is just an extension of what you’re doing on desktops and laptops. In the era of automatic mobile opt-in, it’s very easy to not pay attention to the specific strategies you should be doing on mobile. But that’s not going to drive success.” —Jeremy Hull, director of bought media at iProspect “Advertisers are still shrinking online ads and using them in mobile vs. coming up with breakthrough ways of engaging users on those devices. You really have to understand what the user experience is and engage with mobile users in the right manner.” —Maria Mandel Dunsche, vice president of marketing and media innovation for AT&T AdWorks Misconception #2: What works on desktop will work on mobile
  • 16. © 2015 eMarketer Inc. But treating mobile the same as desktop is a mistake that keeps getting repeated 62% 38% Did NOT design mobile-specific campaigns Designed mobile- specific campaigns Despite having intentions to create mobile-specific campaigns in 2014, a majority of marketers polled did not. Campaign Tactics Used by US Marketers in 2014 Source: offerpop, “The State of Digital Marketing Trends, The 2015 Report”
  • 17. © 2015 eMarketer Inc. Misconception #3: It’s impossible to track consumers outside of desktop  Cookies work on most Android devices for mobile web tracking [And 52% of US smartphone users have Android phones]  Apple’s Identifier for Advertisers (IDFA) and Google’s Advertising ID make in-app tracking possible  Deterministic and Probabilistic ID’s bridge channels and devices “Audience targeting isn’t possible on mobile devices without cookies”
  • 18. © 2015 eMarketer Inc. Misconception #4: Measurement is only reliable on desktop Mobile is “The Wild West” 64% 73% 49%
  • 19. © 2015 eMarketer Inc. Multiple metrics are used to gauge the effectiveness of mobile advertising
  • 20. © 2015 eMarketer Inc. The State of Mobile Creative
  • 21. © 2015 eMarketer Inc. Getting the right message to the right person is the key to success
  • 22. © 2015 eMarketer Inc. A lot of attention is being paid to getting the message to the right person (audience)
  • 23. © 2015 eMarketer Inc. “Audience targeting” was the top priority for US and UK marketers polled by Marin Software in Q4 2014
  • 24. © 2015 eMarketer Inc. 1. Facebook shifting to people-based advertising 2. Social logins enhancing audience profiles 3. Understanding people through places they visit Advancements in several areas have improved advertisers’ audience-targeting capabilities
  • 25. © 2015 eMarketer Inc. Through Facebook, advertisers can target ads to specific audiences, both on and off its platform  On Facebook:  Custom Audience tool  Off Facebook:  Audience Network (mobile websites)  Atlas (mobile websites)  LiveRail (mobile apps)
  • 26. © 2015 eMarketer Inc. Social logins enable publishers to append robust consumer information to ad impressions  Social logins are increasingly being used as a means to register with a mobile app/site  In turn, a wealth of demographic information is being shared
  • 27. © 2015 eMarketer Inc. Data collected via social login can be put in marketing-automation tools or DMPs to improve targeting “The social login allows you to capture over 200 points of data—all rich, profiled data—like whether or not a person is married, where they got their degree, and what their likes and interests are.” —David Scott, chief marketing officer for customer identity platform provider Gigya
  • 28. © 2015 eMarketer Inc. Location-based tracking/data has become another means of building audience profiles  54% of the US population will use location-based services on a mobile device in 2015
  • 29. © 2015 eMarketer Inc. In aggregate, the places a person visits over time suggest a lot about who they are “Because humans are creatures of habit, looking at the snippets of location information surfacing [from a mobile device] over the course of several days, weeks or a month reveals patterns that are strong signals of the type of person using the device.” —Tyler Bell, vice president of product for Factual, a location platform and data provider
  • 30. © 2015 eMarketer Inc. Is the development of the brand message (the creative) getting equal attention?
  • 31. © 2015 eMarketer Inc. Research suggests it’s not—at least from an investment perspective Only 19% of marketers polled worldwide in November 2014 planned to increase their investment in creative and design over the next three to five years
  • 32. © 2015 eMarketer Inc. Also, a majority of US creative professionals said they were not taking enough creative risks with their projects
  • 33. © 2015 eMarketer Inc. But consumers are willing to share personal data for the creative teams to use 75% of US fitness tracker users were somewhat to extremely comfortable sharing their personal data for advertising purposes
  • 34. © 2015 eMarketer Inc. More than 40% of US internet users were comfortable with marketers using multiple types of personal data to increase ad relevance
  • 35. © 2015 eMarketer Inc. Unfortunately, only 22% of US digital marketers said they regularly used data signals to adapt brand messages
  • 36. © 2015 eMarketer Inc. To succeed, greater investment in the creative message will be required
  • 37. © 2015 eMarketer Inc. Conclusion: The mobile advertising puzzle is quickly coming together  Mobile exceeds desktop for search and display ad spending  Ad format types are improving  Targeting and measurement capabilities are growing more sophisticated  Attention now needs to turn to “the message”
  • 38. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Engagement & Conversion FIRST PARTY CRM FIRST PARTY Audience Audience Valuation Look-alike Modeling Creative Response Offer Optimization SOLUTION LEVEL SEGMENTATION Partners SECOND PARTY Paid Media DISPLAY, SOCIAL, SEARCH Experiences ADS & PAGES Cross-Channel EMAIL, SOCIAL, MESSAGING Asset Sharing Marketing Cloud core services DIGITAL ASSET MANAGER DeliveryAlgorithmsData AD TIED TO OPTIMIZED LANDING PAGE Search Ads Display Ads Customer Site Social Ads Audience Marketplace THIRD PARTY Experience Audience Manager Analytics Media Optimizer Target Campaign Adobe Programmatic Landscape
  • 39. © 2015 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Cathy Boyle Key Trends in Mobile Advertising  Mobile Audience Targeting: Have Industry Advances Raised Advertisers' Confidence Levels?  The State of US Digital Advertising 2015: Mobile Trumps Desktop, People Trump Devices  Mobile Apps vs. Mobile Browsers: How Usage, Ad Spending and Mobile Commerce Sales Differ by Channel  Mobile Display Ad CPMs: The Going Rates and the Inventory Advertisers Value Most