Mobile To Strip Traditional Print Budgets in 2015

Mobile To Strip Traditional Print Budgets in 2015
SHARE
THIS



As the year that many say was finally the year of mobile comes to a close, Big Mobile’s Graham Christie reckons 2015 could see mobile spend budgets siphoning from traditional print budgets.

In October, eMarketer published some data from mid-year. Its ‘Advertiser Perceptions – Wave Two’ study shows advertisers forecasting a 78% increase in overall spend.

The 40% of advertisers that plan to increase mobile spend, say they will fund that from redeploying traditional print budgets, 34% from TV, and 32% interestingly from online display.  39% of respondents said that a bigger mobile spend would come from an overall increase in the ad budget.

It’s been a huge year for mobile across the region, and next year will be bigger again, according to Morgan Stanley, who believe that globally, the mobile web will be bigger than desktop by the end of CY2015, that’s quite a big call.

However there are already 40 countries where this is the case according to StatCounter, and these, as we would expect, are in countries where there has been little to no fixed internet in, for instance, sub-Saharan Africa and South-Asia.  But taking a closer look at this data set across APAC shows a similar decline in desktop, and a hastening adoption with smartphone and tablet accounting for traffic volumes as follows; Indonesia (43.1%), Singapore (42.3%), Thailand (38.1%), Malaysia (36.6%), Hong Kong (33.3%), Australia (32.49%), Philippines (26.2%), and New Zealand (24.6%).

So regionally, it’s fair to say that many of our markets will be close to parity within the next 12-18 months.  I can’t put the implication of this better than Aodhan Cullen, CEO, of StatCounter, “Websites should be preparing for a mobile-first world if they have not done so already. There are huge challenges and opportunities for businesses to adapt to this trend.”

What objectives-what device?

In the same study (eMarketer – ‘Advertiser Perceptions – Wave Two’), an effort was made to contrast the performance difference between smartphones and tablets across key attributes.  Highlights, well, regarding audience reach and composition, 49% thought the two devices delivered the same performance, with 38% specifying smartphone was better.

Ability to target across BT, geo, context etc, saw smartphones having a clear edge with 36% of respondents support vs. 12% for tablet.  On either devices ability to generate results such as conversions, sales, and awareness, smartphones got the nod at 36% vs. tablets at 22%.  Whether either was the best ‘platform’ for ‘my advertising’ was almost bang on 50%.  Tablet has the ascendancy in User Experience, where 49% felt tablets performed better compared to 17% for smartphone.  For APAC, we should take these as indicative, but what’s clear though, is that marketers see both devices sharing the ability to deliver against important attributes.  In this study as a whole, the take out is straightforward, migrate spend and/or upweight overall spend, and have confidence that the campaign can be targeted and can deliver results.

Samsung is under pressure that may take H1 CY15 to solve.

The life of manufacturing behemoths is commonly quite turbulent, such is the case with Samsung. The company that lagged behind Apple, then responded with eye-watering speed-to-market and innovation to inevitably take the number one position has encountered some turbulence.

Based on IDC data, Samsung’s mobile revenue and profits are tumbling and the emerging markets across APAC are in so small part a cause. Samsung is getting squeezed at the top end of the market by Apple, but more significantly I think being muscled at the entry and mid levels by Asian brands like Lenovo, Huawei, Ningbo Bird, and Xiaomi.

In Xiaomi’s case the recipe is clear; affordability, aggressive market share tactics, and relentless upgrades, with many models software features being updated every Friday at 5pm just with the press of one key. To put affordability into perspective, in the wonderful consumer tech mall palaces of KL or Jakarta, you can pick up a basic android powered 5 inch smartphone for US$20. At the time of writing, Samsung has announced the exit of key executives.

HTML5 now established as the standard.

The World Wide Web Consortium, (W3C), the folks who pretty much guide the web, have stamped ‘Recommendation’ status on the published standards for HTML5.  This is an important ‘gate’ for the mobile industry as the device manufacturers are now exhibiting a lot of confidence to really get behind HTML5 and invest fully.

The knock on effect is of course that those that are developing and designing brand experiences on smart devices, have confidence to learn, train, build experience, and collaborate.

Planning for more mobile in 2015? – here’s a guide.

For those looking to take mobile to the next level, hint – everybody really needs to, the Mobile Marketing Association (MMA), recently published quite an extensive guide to mobile marketing.  The guide covers consumer focus, strategy, toolbox, ROI, effectiveness, and measurement.

The feedback I get all the time from digital marketers about mobile is the exasperation of there seeming to be so much to consider and do. 2015 will be genuinely pivotal for most organisations in regards to mobile. The prize of getting it right is now so significant, and the risk of lagging behind so great, that real leadership is needed. CMO’s and Agency principals alike, need to invest ahead, fully support their key teams, be laser focused on only the very top commercial and strategic imperatives, and apply a less is more approach to task setting.

See you in 2015.

Graham Christie is the chief commercial officer and co-founder of Big Mobile.

Please login with linkedin to comment

Latest News

NSW Government Changes Up Its Media Planning & Buying With New Agency Roster
  • Advertising
  • Media

NSW Government Changes Up Its Media Planning & Buying With New Agency Roster

The NSW government is taking a fresh approach to its media planning and buying, creating a roster of agencies to handle each of its departments. Originally, the set-up was the one master media contract (held by UM), which a number of agencies would work on (those being Zenith, Blue 449, OMD and MediaCom). However, an […]

by B&T Magazine

B&T Magazine
How To design An Engaging Presentation, Like A Designer!
  • Opinion

How To design An Engaging Presentation, Like A Designer!

In this guest post, founder and CEO of Presentation Studio Emma Bannister (pictured below), gives you the tips to take any presentation from snore-fest to certain sale… Putting together an engaging and compelling presentation is as simple as that statement says. When you combine clear and compelling content with beautiful visual designs then people will […]

Opinion

by B&T Magazine

B&T Magazine
Revealed: The Most In-Demand IT Jobs
  • Technology

Revealed: The Most In-Demand IT Jobs

IT jobs routinely rank near the very top of US job site CareerCast.com’s annual Jobs Rated report (read it here), and in its new report, CareerCast ranks the Best Jobs in IT of 2017, with information security analyst, software engineer and computer Systems Analyst topping the list. Great opportunities in IT exist across a variety of […]

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account
  • Advertising

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account

Accenture-owned agency The Monkeys has bolstered its client ranks, having been chosen to handle the creative for the NRMA. The Monkeys CEO Paul Green confirmed to B&T that the agency had been appointed to the NRMA account by parent company IAG, which also includes brands CGU and Swann Insurance. M&C Saatchi was the incumbent creative […]

by B&T Magazine

B&T Magazine
A waitress carries beer mugs in the Hofbraeuhaus tent after the opening of the famous Bavarian
  • Marketing

Study: Why No Or Low Alcohol Beers Are Fast Becoming Drinking’s “New Cool”

New research from global market intelligence agency Mintel reveals that over a quarter of consumers in France (28 per cent) and Germany (27 per cent ) agree that low (under 3.5 per cent) or no alcohol beer tastes just as good as full-strength beer. And while younger consumers may have been the most enthusiastic drinkers in previous generations, […]

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt
  • Advertising
  • Campaigns

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt

Brisbane creative agency Engine Group has launched an integrated campaign for the Queensland government promoting the benefits of buying locally and supporting local small businesses. The ‘Go Local, Grow Local’ social marketing campaign celebrates small businesses across Queensland and highlights that small businesses are the lifeblood to growth in local communities. Central to the new […]

Sam Weir, Editor - The Advertiser & AdelaideNow 
 Editorial 
 
 Picture: Turner Matt
  • Media

News Corp Appoints New Editor For The Courier-Mail

News Corp Australia has announced the appointment of Sam Weir (pictured above) as editor of Queensland’s The Courier-Mail. Weir is one of Australia’s most accomplished editors, having edited the Perth Sunday Times and for the last four-and-a-half years, The Advertiser in Adelaide. News Corp Australasia executive chairman Michael Miller said: “I am delighted Sam has […]

Is This The Creepiest Ice-Cream Ad Ever?
  • Campaigns

Is This The Creepiest Ice-Cream Ad Ever?

Look, a terrifying ice-cream ad! And by "terrifying" we really mean Tony Abbott in his sluggos kind of "terrifying".

by B&T Magazine

B&T Magazine
Creatives, Step Up To The CX Plate!
  • Marketing
  • Opinion

Creatives, Step Up To The CX Plate!

Aussie creatives urged to step up to the CX plate! That's the Adobe boss saying it; like B&T would never say try harder.

Opinion

by B&T Magazine

B&T Magazine