Rachel Robinson – Head of Mobile

The internet has evolved

The digital formats of the future will be mobile

0% 5%

10% 15% 20% 25% 30%

May 2009 May 2010 May 2011 May 2012 May 2013 May 2014 May 2015

Mobile traffic growing 1.5x per year

Source : Statcounter global stats, 5/13

Although there are some barriers at the moment

Source: IAB Snapshot Research 2012 (353)

In the next few years, mobile investment will be unavoidable

£19.4m £51.0m

£153.1m £165.7m

£196.7m

£465.0m

£825.1m

£28.6m £37.6m

£83.0m

£203.2m

£526.0m

1998 1999 2000 2001 2002 2003 2004

Online Adspend Mobile Adspend

SOURCE: IAB / PwC Digital Adspend 2012

2008 2009 2010 2011 2012 2013? 2014?

It would be easy to get overwhelmed

When we just need to be selective

Look at user behaviour and develop an approach based on insight

A combination of context and technology creates opportunity

Context Technology

Display formats that let you interact in a way that feels intuitive

13% increase in spontaneous awareness from ‘touch’ ads (vs ‘mouse’ ads)

Source: PHD 2013

Getting the right balance between impact and experience is key

Delivering a consistent experience across devices

Location based offering consumer value

Mobile video audience is growing YOY

Mobile, social ads are already proving successful

Interaction Rate: 66% Dwell time: 154 secs

Source: PHD/Celtra 2013

New formats will be created to integrate with wearable tech

Even the way we measure success is being shaped by user behaviour

So what does this all mean…

•  User behaviour will define future formats •  Challenges and opportunities

•  Context and technology need to work together

•  Formats don’t quite match expectations…yet

•  A lot of exciting developments on the horizon

Thank You