11 panel - hang on tight mobile has arrived
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Mobile technology has experienced rapid adoption and growth. Smartphone sales surpassed PC sales in 2011 and smartphone adoption is still growing substantially. While mobile web browsing and advertising spending on mobile are increasing, apps have become very popular with over 60 billion app downloads expected by mid-2013 and fast growing mobile app revenue, though it remains relatively small. There are different strategies for measuring mobile use and engagement such as JavaScript tagging, server-side image requests, server-side data capture, and vendor SDKs, each with advantages and disadvantages.
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11 panel - hang on tight mobile has arrived
- 1. Hang on Tight! Mobile Has Arrived February 1, 2013
- 2. Our Panelists Andrew Edwards CEO, Technology Leaders Benjamin Diggles Director of Digital Marketing, Webtrends Greg Dowling Vice President of Mobile Strategy, Semphonic
- 4. Why Mobile Matters Mobile is the most popular and rapidly adopted personal technology in the world.
- 5. Why Mobile Matters Mobile web browsing is experiencing a meteoric rise, but still a small percentage. Source: Mary Meeker (KPCB), StatCounter Global Stats, 11/12
- 6. Why Mobile Matters In 2011, smartphone sales exceeded PC sales for the first time…
- 7. Why Mobile Matters U.S. and other markets are past the halfway point…
- 8. Why Mobile Matters Smartphone adoption still has a tremendous upside… Source: Mary Meeker (KPBC), Morgan Stanley Research estimates
- 9. Why Mobile Matters Mobile monetization presents a substantial opportunity… Source: Mary Meeker (KPCB), Gartner, eMarketer, Strategy Analytics
- 10. Why Mobile Matters Significant gap between time spent and mobile ad spend… Source: Mary Meeker (KPCB), eMarketer, IAB
- 11. Why Mobile Matters Majority of mobile ad spend is in mobile search + display ads on mobile web
- 12. Why Mobile Matters But what about apps? Source: Nielsen Smartphone Analytics
- 13. Why Mobile Matters App Store downloads to exceed 60 billion by mid 2013
- 14. Why Mobile Matters Mobile app revenue growing fast, but still relatively small – Freemium dominates
- 15. Why Mobile Matters But who dominates the mobile platform?
- 16. Why Mobile Matters But what about app revenue?
- 17. Why Mobile Matters And mobile commerce and web traffic?
- 19. Measurement Strategies 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
- 20. JavaScript Tagging Pros Cons
- 21. Server Side Image Requests Pros Cons
- 22. Server Side Data Capture Pros Cons
- 23. Vendor SDKs Pros Cons
- 24. Of course, you can always leverage a Tag Management System!
- 25. Panel Q&A