Tarik Fawzi officially kicks off the MobAdGermany project and presents some preliminary findings at DMEXCO Cologne September 24th

1. MOBILE ADVERTISING RESEARCH GERMANY DMEXCO - September 24 2009 - Cologne Tarik Fawzi

2. What do Germans think of advertising? Advertisinghelps me choosewhat to buy = 54%

3. How do Germans view mobile advertising? =39% positiveattitude towardsadvertisingon the mobile phone = 32% 16 - 44 42% 49% 62% = 37% = 40% = 34%

4. What does 39% mean in comparison to other media? Television Radio Press Cinema 79% 82% 76% 62% Outdoor Direct mail Internet Mobile 53% 73% 39% 65% = 32% = 59% = 34% = 74% = 68% = 77% = 58% = 70% What is your attitude towards the following media (% positive)?

5. Which attitude drivers change their attitude? What is your attitude towards mobile advertisingif …?

6. Are there differences between demographics? What is your attitude towards mobile advertisingif …?

7. What types of incentives are most wanted? 5 Brand messages a day = 5 Whichincentive do youfind most appealing?

8. Ifincentivizedhow does mobile compare to other media? Television Radio Press Cinema 79% 82% 76% 62% Outdoor Direct mail Internet Mobile 53% 73% 71% 65% = 70% = 59% = 34% = 74% = 68% = 77% = 58% = 70% Wouldyougrantpermissionfor mobile advertisingifincentivized?

9. Who are making mobile advertising happen? Infrastructure suppliers Ad serving Application parties Consumers Advertisers Media agencies Sales houses Operators

11. Portable

12. Always on

13. Interactive

14. Viral>

15. What do advertisers want? > Advertisers want less ‘waste’ of theiradvertisingexpenditure > > Advertisers want reach Advertisers want to target > Advertisers want to interactwiththeircustomers > Ultimaltelyadvertisers want sales and conversion > Advertisers want to be in touch withtheircustomers: anytime, anyplace, anywhere

17. Medium choice

22. Focus

24. Delivery

25. Interfacing

27. Medium choice

32. Focus

34. Delivery

35. Interfacing

36. Cross mobileMedia Selling Campaign Managmt Inventory Innovation& Aggregation Hosted Platform Media Partners

37. Mobile advertising is notjustone channel + Voice USSD SMS Voicemail notification Reach Missed call notification Voicemail Prepaid notification Mobile portals Applications Bluetooth Search engine Gaming TV Idle Screen MMS Video calling - - + Frequency Branding & direct response channels

38. STORYLINE ÆNEAS STRATEGY Tarik Fawzi www.aeneasstrategy.nl www.mobileadvertisingresearch.com tarik@aeneasstrategy.nl +31 6 5311 5971