Are we on the same screen? Anytime is Prime Time with Mobile Vanina Leka Sales Director ThinkDigital
Jan 15, 2015
Are we on the same screen?
Anytime is Prime Time with Mobile
Vanina Leka Sales Director ThinkDigital
The Internet is shifting to Mobile
Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012
-
200
400
600
800
1.000
1.200
1.400
1.600
1.800
2.000
2010 2011 2012 2013 2014 2015 2016
Worldwide smart connected device shipments (M)*
Tablets Smartphones Pcs
By 2016 Mobile will be a smart choice
0
500
1000
1500
2000
2500
3000
3500
4000
2011 2012 2013 2014 2015 2016
Feature phones Smartphones
Source: Euromonitor International, OMD 1st Greek Mobile Barometer April 2014
0.7B 0.9B 1.1B 1.2B 1.4B 1.5B
27%
33%
39%
43%
46%
49%
2012 2013 2014 2015 2016 2017
Phone Device Shipments (millions of units) % Mobile User Penetration
$9M
$16M
$25M
$36M
$47M
$60M
2012 2013 2014 2015 2016 2017
47% CAGR
Marketers are going Mobile
Sources: 1. eMarketer, “The Global Media Intelligence Report,” September 2013.; 2. IDC “Worldwide Smart Connected Device Tracker.” March 2013; 3. eMarketer, “The Global Media Intelligence Report,” September 2013.
128M
191M
236M
281M 319M
352M
2012 2013 2014 2015 2016 2017
GR Mobile Time is Now
6
12
22 32
40 61
63 70 72 72
2010 2011 2012 2013 2014 (Forecast)
Smartphone PC/Lap top
6 10
17
30
38
2010 2011 2012 2013 2014
(Forecast)
Mobile Internet growth
Source: Focus Web ID & Euromonitor Base: Total population, Greece
Where does the time go?
Source: eMarketer: Blurred Lines, UK Media Consumption in a Multichannel World, March 2014
Breaking down the numbers
Television time is essentially flat
Source: eMarketer: Blurred Lines, UK Media Consumption in a Multichannel World, March 2014
“Traditional” online time is flat, too
Source: eMarketer: Blurred Lines, UK Media Consumption in a Multichannel World, March 2014
Mobile: Where the growth is
Source: eMarketer: Blurred Lines, UK Media Consumption in a Multichannel World, March 2014
The mobile revolution
Online is no longer somewhere we go, it’s something we are; a persistent state of constant connectivity”
Ezra Palmer, eMarketer’s Editorial Director
But this shift is not only numbers
Source: eMarketer: Blurred Lines, UK Media Consumption in a Multichannel World, March 2014
The remote control of our lives
From one screen to five: the new way we watch TV
Commercial breaks are no
longer the point at which
people turn away
73% access their device constantly or
very often
78%
access their device during the show
Source: AdReaction 2014, Millward Brown
Facebook is the most visited social media platform while watching live Primetime TV
85% said they visited Facebook more than any other social
media platform
Source: AdReaction 2014, Millward Brown
“I love to watch TV; sometimes it feels I am not being so productive
when doing so…
75% said multitasking
when watching a show made them feel
productive
… so most of the time I
am multitasking, while
watching TV”
Source: AdReaction 2014, Millward Brown
The importance of multiscreen advertising
Source: IAB Marketer Percpetions of Mobile Advertising 2013, Ovum.com
Mobile advertising budgets increase the next 2 years
Source: IAB Marketer Percpetions of Mobile Advertising 2013, Ovum.com
Marketers are going mobile to connect with their audience
Sources: 1. eMarketer, December 2013; 2. Mobile Advertising in Retail: Tracking the Changing Purchase Path.” eMarketer, November 2013.
16%
14% 14%
12%
9%
7% 6%
3%
19%
Retail &
Restaurants
Telecom Finance Entertainment Travel Autos CPG/FMCG Tech Other
Brand awareness the top objective for mobile advertising
Source: IAB Marketer Percpetions of Mobile Advertising 2013, Ovum.com
“Nivea Protégé” Nivea’s Sun Block Grand Prix, Mobile Ad, Cannes Festival
Mobile advertising… one word summary
Marketers perceive mobile advertising as effective, positive, innovative, growing fast changing and exciting
Source: IAB Marketer Percpetions of Mobile Advertising 2013, Ovum.com
Go Mobile & engage with your audience