11 panel - hang on tight mobile has arrived
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Hang on Tight! Mobile Has Arrived
February 1, 2013
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Our Panelists
Andrew Edwards CEO, Technology Leaders
Benjamin Diggles Director of Digital Marketing, Webtrends
Greg Dowling Vice President of Mobile Strategy, Semphonic
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Why Mobile Matters
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Mobile is the most popular and rapidly adopted personal technology in the world.
Why Mobile Matters
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Mobile web browsing is experiencing a meteoric rise, but still a small percentage.
Why Mobile Matters
Source: Mary Meeker (KPCB), StatCounter Global Stats, 11/12
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In 2011, smartphone sales exceeded PC sales for the first time…
Why Mobile Matters
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U.S. and other markets are past the halfway point…
Why Mobile Matters
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Smartphone adoption still has a tremendous upside…
Why Mobile Matters
Source: Mary Meeker (KPBC), Morgan Stanley Research estimates
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Mobile monetization presents a substantial opportunity…
Why Mobile Matters
Source: Mary Meeker (KPCB), Gartner, eMarketer, Strategy Analytics
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Significant gap between time spent and mobile ad spend…
Why Mobile Matters
Source: Mary Meeker (KPCB), eMarketer, IAB
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Majority of mobile ad spend is in mobile search + display ads on mobile web
Why Mobile Matters
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But what about apps?
Why Mobile Matters
Source: Nielsen Smartphone Analytics
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App Store downloads to exceed 60 billion by mid 2013
Why Mobile Matters
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Mobile app revenue growing fast, but still relatively small – Freemium dominates
Why Mobile Matters
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But who dominates the mobile platform?
Why Mobile Matters
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But what about app revenue?
Why Mobile Matters
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And mobile commerce and web traffic?
Why Mobile Matters
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Mobile Measurement
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There are four common Mobile Measurement Strategies
• JavaScript Tagging
• Server-Side Image Requests
• Server-Side Data Capture
• Vendor SDKs
Each have some advantages and each have some
significant disadvantages
Measurement Strategies
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JavaScript Tagging
Pros Cons
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Server Side Image Requests
Pros Cons
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Server Side Data Capture
Pros Cons
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Vendor SDKs
Pros Cons
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Of course, you can always leverage a Tag Management System!
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Panel Q&A
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