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Mobile Advertising<br />Exploiting mobile as a mainstream media<br />

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AGENCY<br />ADVERTISING<br />Digital design & build<br />Digital loyalty<br />Digital experiential<br />Mobile marketing<br />Ad serving<br />Media sales<br />Rich media formats<br />Creative build<br />What do we do?<br />TECHNOLOGY<br />Mobile web and apps<br />Corporate solutions<br />Interactivity & messaging<br />mCommerce<br />Converged, end to end, <br />mobile solutions<br />

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Mobile is evolving....<br />From humble beginnings:<br />

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We used to do this....<br />

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...now we do this<br />

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Usage is growing and evolving<br />"The mobile phone is the single most valuable device in people's lives…..It is becoming a device you use for virtually everything." <br />Jeffrey Cole, director of the Centre for Digital Future <br />

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It’s a camera, TV, magazine, news room, sports centre, map...............<br />

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More than just a call or text used by kids....<br />Source; Australian Interactive Media Industry Association (AIMIA)<br />

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....much more....<br />We are currently in the midst of the 5th major technology cycle of the past half a century (Mainframe era of the 60s, mini-computer era of the 70s and desktop Internet era of the 80s) <br />The current cycle is the era of the mobile Internet. <br /> Source: Mary Meeker, Morgan Stanley<br />AUSTRALIAN MOBILE INTERNET USAGE HITS RECORD LEVELS<br />NEILSEN SEPT 2010<br />MOBILE INTERNET USAGE HAS DOUBLED IN AUSTRALIA OVER THE LAST 12 MONTHS<br />ADNEWS SEPT 2010<br />

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The Australian Mobile Market<br /><ul><li>Mobile penetration in AUS at 119%

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iPhone / iTouch fastest growing gadgets in history (10 bn downloads to date)

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Smartphones will surpass standard phones (iPhone / Android currently 25% ) by 2011

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But even SMS usage still growing

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A whopping 244% increase in Android devices since April, with an astounding 672% increase in page-views

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Android sales (US) overtaken iPhone & Blackberry for the first time

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Adoption of new devices hitting record levels: 3G hitting adoption curve ‘sweet spot’

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AUS mobile ad market predicted to grow to $250m by 2013</li></ul>Source; Australian Interactive Media Industry Association (AIMIA)<br />

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Mobile Web Trends<br /> Today there is an average of <br />6.5 times the mobile web usage, globally, compared to 2 years ago <br />* AdMob May 2010 Mobile Metrics Report<br />

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Mobile Web Trends<br />By 2013, mobile phones will overtake PCs as the most common Web access device worldwide ~ Gartner 2010<br />

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Web Usage by Handset<br />Majority of mobile traffic to your site may not be on an iPhone…. <br />Are you neglecting your audience?<br />* AdMob May 2010 Mobile Metrics Report<br />

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Your website can, and should, be optimized for mobile devices…<br /><ul><li>Businesses must develop & populate mobile sites to accommodate for huge number of mobile owners using their devices to access the internet</li></li></ul><li>o<br />It seems complicated<br />

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Reach all mobile users<br /><ul><li>Mindshare of mobile marketing focused on iPhone- Yet c.75% mobile internet use comes via feature phones

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Android and other devices are on the rise

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Need to cater for wider array of mobile platforms as part of an effective mobile strategy

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Creating / targeting mobile web sites only for the few devices that dominate market means intentionally locking out vast majority of all Web-enabled handsets & users from your content, services & advertising

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25% of your customers get a great mobile experience, but what about everyone else?

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Would you build a new website that only works with Google Chrome, and excludes everyone else?!</li></li></ul><li>Mobile internet can future-proof against the next generation of screen sizes <br />

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Simplify Mobile!<br />ONE MOBILE STRATEGY, <br />ONE SOLUTION<br />

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It isn’t ‘The year of mobile’<br /><ul><li> The media landscape has already changed

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Many companies are in a game of catch-up with the consumer

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Consumers are way more mobile than many advertisers

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Everyone owns one - and it is always with them!

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Offers unique marketing capabilities</li></li></ul><li>So more and more people are using their phones for more things..more often (And they love them)<br />

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Key Messages: Forget the tech<br />

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Market your site / App<br />

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Strategy: Mobile is not an add on<br />

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Not only about Apps <br />

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A few things to consider...<br /><ul><li>It is a deeply personal device and brands must understand this

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You are being ‘invited’ into peoples lives: Be useful, relevant or entertaining

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It bridges the gap between passive viewer and consumer

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It is a valuable component of a truly integrated campaign

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And can compliment more traditional campaigns

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It can play an increasingly important role in brand loyalty & retention

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Mobile can play a cost effective role for all marketing requirements: Branding, conveying information and driving response

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Mobile may well be the only way to reach many consumers</li></ul>It needn’t be hard: Easy, cost effective solutions do exist<br />And they work.....<br />

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Mobile Advertising works...<br />

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Some key mobile marketing benefits<br />Increased intimacy<br />A mobile phone is with your customers and prospects wherever they are: At the shops, in their car, at an event.<br />As a result, a strong connection is fostered between users and their mobile phone. <br />In addition, mobile devices reach people at any time of day or night, furthering a sense of an intimate communication.<br />Higher sense of urgency<br />Mobile messaging is immediate. <br />When customers hear that ringtone, they pay attention.<br />Because customers’ phones are almost always with them, the likelihood is high that mobile users will read your message and respond.<br />

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Some key mobile marketing benefits<br />Increased relevancy<br />Mobile campaigns can be executed with very high relevancy. <br />When messages are received at just the right time and contain the exact information the recipient is seeking, it creates an ultimate sense of relevancy that consumers appreciate.<br />And for retailers, mobile marketing is especially effective<br />Mobiles are portable, reaching customers when they are out and about and ready to buy.<br />If you have multiple locations, you may be able to entice customers for a quick peek at your sale or to try a new menu item.<br />You can elicit an immediate CTA, even if the customer is not in front of a TV or computer. <br />Offering coupons, with incentives based on what the customer has requested / purchased in the past, makes things much more effective.<br />

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31<br />Site Creation- Mobile Retail <br />Designed specifically for use on mobile devices: The first mobile site from a major UK high street retailerCustomers on the move can now shop on a site developed specifically to enable them to search, browse and buy easily from any web-enabled mobile phone or deviceThe site’s sync’s with the main M&S website so customers can log into their regular web-account and manage their shopping basket from their mobile-no need to download app or software, users simply type www.marksandspencer.com into their phone’s internet browserCustomers can find over 24,000 products & almost all of the functionality from the main M&S website Dave Hughes, Director of M&S Direct: “This is a major step forward in mobile retailing...hundreds of thousands of customers are already shopping with us on their mobile phones and market data is telling us that this will soon be millions. <br />

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Mobile Advertising Landscape<br />On-deck<br />Banner Inventory<br />Off-deck<br />Sponsorship<br />Banners<br />Deep takeover<br />Creative<br />Text links<br />Apps<br />Mobile Web<br />Handset profiling<br />Lifestyle context<br />Video pre-roll<br />Branded Utility<br />Feature profiling<br />Handset profiling<br />Branded content<br />Brand-led app<br />Takeovers<br />Platform targeting<br />Site placement<br />Search<br />SMS<br />Alert sponsorship<br />Operator schemes<br />

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Branding and engagement<br /><ul><li>JiWire study reported mobile users overwhelmingly willing to accept mobile advertising in return for having free content / apps

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Respondents were responsive: 50%+ had “engaged” with mobile ad within past 30 days (e.g click, visit website), and 18% had made a purchase as a result of seeing a mobile ad

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Industry reports typical CTR between 2-4%: 10 x that of traditional online

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Better tech & innovation (Such as our Mpression Platform) means rich media formats emerging

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These are attracting brand advertisers seeking to use mobile as a means of engaging and interacting with their target consumer

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New formats offer great functionality (Click to call / Purchase) as well as eye catching creative capabilities (Such as video)

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Allowing users to create / upload rich media expandable formats quickly and easily: Giving the user a richer experience</li></li></ul><li>Demo Sites – Text keyword to 0458 239 814 <br />Text ‘Kia’<br />Text ‘Juicy’<br />Text ‘V’<br />Text ‘Lexus’<br />Text ‘N900’<br />Text ‘Rimmel’<br />

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Rich Media Formats <br />Rich overlay format<br />

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Dynamic feeds <br />Dynamic ad insertion<br />Mpression can insert / update ads in real-time, enabling airlines to advertise last-minute deals, bookmakers to update their odds, or any brand to target consumers with relevant, real-time offers / promotions.<br />Facilitated through the dynamic feed built into Mpression<br />Specific artist:<br />User tags Rihanna track<br />Dynamic banner wth ‘Rihanna playing at The O2’ is shown<br />Links through to Rihanna ticket promo / win gig tickets etc`<br />

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Click for video <br />

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Video pre roll <br />Combine engagement & interactivity through high definition video<br />

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Interstitials<br />Full-screen advertisements that appear when the user clicks on a link, in-between the page they were on, and the page they were heading to. As such, they have much greater impact than a traditional banner ad, due to the size and the context of the ad<br />

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Event mobile <br />

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Conveying additional information<br /><ul><li> Consumers don’t stand still and are mobile

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80% of interactions undertaken because consumers simply want more information*

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Competitions / offers work well but, in digital age, consumers expect access </li></ul> to info, wherever / whenever / however they want<br /><ul><li>Mobile offers immediacy as well as ease

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It can also compliment other media designed to attract consumers on the move

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Push v Pull (Pull is very effective as the user is receptive and in control)

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Traditional media doesn’t offer the engagement / interactive capabilities </li></ul> mobile can<br /><ul><li> Categories such as Government /Automotive and Finance readily embrace mobile as it offers advantages outlined above</li></ul>Source: Skyview Panel 2009,UK<br />

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42<br />53<br />Location and AR formats <br />42<br /><ul><li>Direct users in store

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Utilizes data & APS functionality

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Augmented reality mapping</li></li></ul><li>Driving response<br /><ul><li>Mobile is immediate

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Our iSlide format, for example, has multiple calls to action:

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Touch to call - Touching the link initiates a call to the brand

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Touch to app - Touching link takes user directly through to App Store to download the app being advertised (Our ad serving platform Mpression can track post-click downloads, enabling advertisers to closely monitor ROI)

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Touch to video - Brings up video clip which movie company might use to show trailer

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Touch to location - Pulls up a map showing the user their current location & highlights advertiser brand's closest retail outlets

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Touch to AR - Brings up AR display, showing user where brand's nearest outlets are. When device is laid down flat, display is converted to map view

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Daily Capping :Campaigns can be setup to run to a certain daily allocation of impressions or clicks

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Optimised campaign performance (Mpression)</li></li></ul><li><ul><li> Targeted to Males promoting the new Lynx Bullet

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Great Call to Action; Win £10K</li></ul>Case study – Lynx<br />

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Case study – VO5<br /><ul><li> This campaign promoting a VO5 2 for 1 offer

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It was accompanied by a survey, which said 81% of people would like to see Mobile promotion </li></li></ul><li>Case study – Pot Noodle<br /><ul><li> Time targeted to lunch breaks and dinner times

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Site Included a range of content:

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Watch Videos

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Downloadable features</li></li></ul><li>Redemption <br /><ul><li>Instant vouchers need no EPOS integration, click to activate

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Integrated vouchers use barcodes and Unique Voucher Codes for EPOS integration</li></li></ul><li>Vouchering <br />

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Application sponsorship & Integration<br /><ul><li>Sponsorship deals allow brands and advertisers to benefit from extra value in addition to just measuring clicks

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They allow for more impactful creative formats and bespoke campaigns; that set them apart from their competitors

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Sponsorships also create a subtle endorsement of the advertiser brand by the trusted publisher site

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Offering advertisers more than clicks: Engagement, targeting and context</li></li></ul><li>Summary<br /><ul><li>Consumer behaviour has changed

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Advertisers need to follow consumers

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Advertisers can use mobile to deliver response, convey additional product information and create a deeper brand dialogue

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All using the latest stand out creative formats

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With full campaign tracking and accountability

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Via the preferred device of a generation

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Now is the time to evolve your mobile strategy</li></li></ul><li>Remember: Phones are getting smart..!<br />

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Thank-you<br />Peter Birch<br />General Manager<br />4th Screen Advertising<br />(Part of Mobile Embrace)<br />Email: peter.birch@mobileembrace.com<br />Tel: 02 9360 3385<br />