Incisive Mobile Strategies Breakfast Briefing November 2012

AOP In Summary The Voice of Premium Digital Publishers AOP represents digital publishing companies that create original, branded, quality content Improving the way digital publishers run and develop their businesses Facilitating the share of knowledge and cross-fertilisation of ideas Core Activities Market leading events Professional research & benchmarking Unmatched networking

AOP Board Members

AOP B2B Members

Observations on the growing importance of mobile

Mobile trajectory

Mobile internet In the UK 16% of web traffic is from mobile devices

Mobile extending the day

Mobile consumption -Did you know Google is activating 1.3m Android devices a day Each new version of the iPhone sells as much as all previous versions combined Time spent using mobile (incl internet) has more than doubled in the last two years Tablet users on average spent 30% more time on-site and had a 20% higher engagement score than PC users Smartphones influence 6% of UK in-store purchases

Mobile Advertising Worldwide, mobile ad spending should hit $6.4 billion this year

UK Mobile ads 2012 £181.5m +132% H Search 73% +152% H Display 27% +91% H % digital ad spend now Forecast £1.6bn 2016

Mobile ads – higher CTR greater engagement Rich media CTR 3x Mobile CTR 3-5x vs desktop web 55% of digital magazine readers engaged Half interacted with the ad 38% touched/clicked ad to expand it 34% viewed multiple pages of a multi-page ad 34% accessed a Web site through the ad 31% watched a video or commercial 30% viewed a gallery 30% downloaded an app.

How well are we equipped? 40% 6 out of 15

And it’s 42 days till Christmas!

The Publishers view 74% agree Future focus will be increasingly on developing mobile sites and apps and tablets and apps than traditional desktop sites for internet

majority of sites optimised for mobile 62%

Opportunities for next 12 months

Top Mobile Business Priorities for 2012 Growth Priorities 57% Advertising 40% Paid content/subs

Mobile traffic and Mobile revenue 87% 29% 32% 3%

Mobile revenue types

Most significant models of next 12 months

Main issues affecting mobile development

The main inhibitors to mobile advertising

AOP Mobile initiative focus on key issues that will encourage growth of mobile advertising on premium content sites

Thanks