5. US Mobile Video Ad Spending
2015 – 2018 (projection, billions)
Source: eMarketer
$2.62
$3.94
$5.09
$5.96
34%
41%
45%
46%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
2015 2016 2017 2018
Mobile Video Ad Spend
Mobile Video Ad Spend,
Percentage of Total
7. Time Spent on Mobile Devices
(minutes per day)
Source: Flurry
158 162
220
20%
14%
10%
0%
5%
10%
15%
20%
25%
0
50
100
150
200
250
Q1 2013 Q2 2014 Q2 2015
Time Spent
on Mobile
Percentage of
Mobile Time
Spent in
Browser
8. 2015 megatrends
• Continued surge of Video;
• Continued decline of mobile web;
• Rise of the “viral gimmick app”;
9.
10. 2015 megatrends
• Continued surge of Video;
• Continued decline of mobile web;
• Rise of the “viral gimmick app”;
• Growing impact of ad fraud;
11. 2015 megatrends
• Continued surge of Video;
• Continued decline of mobile web;
• Rise of the “viral gimmick app”;
• Growing impact of ad fraud;
• Incipient development of walled gardens.
16. Megatrend 1: Growth of the
Simultaneous Second Screen
Supports app features most tightly
associated with spending money:
17. Megatrend 1: Growth of the
Simultaneous Second Screen
Supports app features most tightly
associated with spending money:
• Competitive;
18. Megatrend 1: Growth of the
Simultaneous Second Screen
Supports app features most tightly
associated with spending money:
• Competitive;
• Social;
19. Megatrend 1: Growth of the
Simultaneous Second Screen
Supports app features most tightly
associated with spending money:
• Competitive;
• Social;
• Time-limited.
20. Megatrend 1: Growth of the
Simultaneous Second Screen
Supports app features most tightly
associated with spending money:
• Competitive;
• Social;
• Time-limited.
Opportunities:
21. Megatrend 1: Growth of the
Simultaneous Second Screen
Supports app features most tightly
associated with spending money:
• Competitive;
• Social;
• Time-limited.
Opportunities:
• Social fantasy sports;
22. Megatrend 1: Growth of the
Simultaneous Second Screen
Supports app features most tightly
associated with spending money:
• Competitive;
• Social;
• Time-limited.
Opportunities:
• Social fantasy sports;
• Betting;
23. Megatrend 1: Growth of the
Simultaneous Second Screen
Supports app features most tightly
associated with spending money:
• Competitive;
• Social;
• Time-limited.
Opportunities:
• Social fantasy sports;
• Betting;
• Content extension (popular TV
shows, etc.).
25. Megatrend 2: Shift to Managed
Services
Source: Mobile Dev Memo UA Questionnaire, http://mobiledevmemo.com/mobile-ua-questionaire-responses/
26. Megatrend 2: Shift to Managed
Services
Source: Mobile Dev Memo UA Questionnaire, http://mobiledevmemo.com/mobile-ua-questionaire-responses/
27. Megatrend 2: Shift to Managed
Services
• “No man’s land” of UA spend between $50 – 200k / month;
28. Megatrend 2: Shift to Managed
Services
• “No man’s land” of UA spend between $50 – 200k / month;
• Many companies employing 1-3 people for spending <$200k /
month, roles are becoming increasingly expensive & difficult
to staff;
29. Megatrend 2: Shift to Managed
Services
• “No man’s land” of UA spend between $50 – 200k / month;
• Many companies employing 1-3 people for spending <$200k /
month, roles are becoming increasingly expensive & difficult
to staff;
• Technology and analytics requirements for effective / efficient
UA are growing, probably outside scope of most developers’
non-core services.
33. Megatrend 3: Growth of multi-device
attribution
• Programmatic advertising may hit its stride on mobile in 2016;
• Video will only become more important in 2016;
35. Megatrend 3: Growth of multi-device
attribution
• Programmatic advertising may hit its stride on mobile in 2016;
• Video will only become more important in 2016;
• Advertising networks are increasingly pushing view-through
attribution;
36. Megatrend 3: Growth of multi-device
attribution
• Programmatic advertising may hit its stride on mobile in 2016;
• Video will only become more important in 2016;
• Advertising networks are increasingly pushing view-through
attribution;
• In order to scale, advertisers will need to track video views
across multiple devices in order to calculate ROI;
37. Megatrend 3: Growth of multi-device
attribution
• Programmatic advertising may hit its stride on mobile in 2016;
• Video will only become more important in 2016;
• Advertising networks are increasingly pushing view-through
attribution;
• In order to scale, advertisers will need to track video views
across multiple devices in order to calculate ROI;
• Deterministic matching will further accelerate development of
walled gardens.