Mobile Disruption
summary
Mobile internet usage passes desktop in 2014 and yet mobile ad spend is only ~15% of digital, producing a roughly 24x mismatch between time spent and dollars. eCPMs run about one‑fifth of desktop rates, while Facebook captures ~a third of mobile ads. Proven tactics include programmatic + location data, iBeacons and CRM triggers (Home Depot weather ads), in‑app purchases and app discovery (Argos drives up to ~50% mobile sales, Uber lifetime value in the hundreds), and tools like AdMob and AirWatch. Native formats still unproven, testing and targeting are critical.
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chapters (11)
- 0:00Introduction to the panel
- 1:26Mobile usage and data
- 5:31State of mobile advertising
- 9:36Future formats and design
- 13:25Editorial and app strategies
- 17:42M&A trends and opportunities
- 21:22CRM and triggered advertising
- 24:09Market dominance and ecosystem
- 33:21E-commerce and mobile retail
- 36:26Publisher perspectives
- 39:25Data privacy and the future
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