This is a keynote I gavea in March 2011 at a Borrel Local Online Advertising around the topic of Mobile marketing's relationship to Local. Focus is on how Mobile is the "missing" piiece to Local Advertisiing.

1. “We Hired A Guy”
Musings on the Mobile Marketing Opportunity for Publishers
Borrell Online Advertising Conference
New York City
March 3rd 2011
Mobile Marketing Association 1

2. World’s first global media trade group: Operations in
APAC, LATAM, EMEA & North America
750 members
Big Tent approach: Marketers, Agencies, Publishers &
Media Sellers, & Carriers/Aggregators
Mission: To make Mobile Marketing an
indispensible part of a marketer’s marketing mix
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3. 2 Decades Digital
slide title
Strategy Experience
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4. 1. Mobile’s Time is Now (?)
2. Insight from (Digital) History
3. Value of a Mobile Local Future
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5. Mobile Marketing Association

6. Mobile is On
EVERYONE’s
Lips
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7. Mobile Marketing Association 7

8. “If your plans don’t include
Mobile then your plans are not
finished.”
Wendy Clark
SVP Integrated Marketing
Coca Cola
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9. 1.5 Billion Computers *
But 1.8 Billion SmartPhones**
& 5.5 Billion Cell Phones***
The Power of ALL Consumers
being Connected
* Forrester
** Modus Associates indicates by 2013
*** International Telecommunication Union (ITU).
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10. Spending Mean Percent
more Increase In 2011
75% Mobile
Marketing
Spending:
59.1%
Spending about the
same
18%
Don't know
N = (55)
6% Spending less
1% Base: Total Answering
Q13. How does your 2011 projected spending on mobile marketing compare with your 2010 spending?
Q14. You indicated you will be spending more in 2011 on mobile marketing than in 2010. Please select the range
that best represents the estimate for this increase. Source: MMA & ANA, Sept/Oct 2010
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11. And Gordon Himself Said…
Almost 44% of small
business owners say
they are likely to try
mobile advertising in
2011
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12. Ok, so Mobile is big deal.
Got it.
Consumers, marketers all
aligned
But what’s it mean
Mobile Marketing Association
to Local Media? 12

13. Destiny...is not a matter of chance,
it is a matter of choice;
it is not a thing to be waited for,
it is a thing to be achieved
William Jennings Bryan (1860 - 1925)
US lawyer, orator, & politician
Mobile Marketing Association

14. I heard…
Mobile is the
Missing Piece to
Local
Jamie Wells
Microsoft
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15. What Might be Mobile’s USP
Personal
Pervasive
Proximity
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16. Mobile wins on:
1. Reach
2. Targeting
3. Engagement
4. Virality
5. Transaction
Clearly, mobile is a better (Ad) mousetrap
Source: Chetan Sharma, January 2011
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17. Mobile is clearly becoming a new way people
shop…[eBay has] nearly tripled mobile
GMV (gross merchandise value) year-over-
year to nearly $2 billion, with strong
holiday shopping momentum in Q4.
In 2011, we expect Mobile GMV to double to
$4 billion.
-
John Donahoe, President & CEO
eBay CQ4:10 Earnings Call
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18. I’d also suggest
Mobile is the
Missing Link for
Marketers
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19. Great, Got it.title
slide Now What?
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20. Publishers’ Current Mobile Strategy
“We Hired a
Guy”
10 out of 10 publishers
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21. slide title
UGH! Now What?
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22. "If history repeats itself, and the
unexpected always happens, how
incapable must Man be of learning
from experience.“
George Bernard Shaw
Irish dramatist & socialist, 1856 - 1950
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23. 1. You have to be in it to win it
2. Assume responsibility for making it work
(harder); focus on improving ad
performance
3. There are big opportunities out there
4. It’s not your daddy’s (Digital) medium
5. Innovation is hard; so get started (see #1)
6. New Paradigm – Scale is Everything
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24. Nearly 80% of businesses do not have a
mobile presence
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25. 1. You have to be in it to win it
2. Assume responsibility for making it
work (harder); focus on improving
ad performance
3. There are big opportunities out there
4. It’s not your daddy’s (Digital) medium
5. Innovation is hard; so get started (see #1)
6. New Paradigm – Scale is Everything
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26. Donny Deutsch speaking to 500 Marketers in 2005…
“We did a wonderful spot…on the Superbowl…
for Mitsubishi Gallant...that stops at the end
and [says] go to “seewhathappens.com.”
We got about 600,000 clicks.
Was that great or that not great?
We told the client it was great, so it was great.”
[nervous laughter]
Deutsch is the 14 largest agency in the US
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27. Low High
1. Cut out International impressions 18% to 43%
2. Manage Frequency 50% to 70%
3. Capitalize on Time of Day/DoW 10% to 35%
4. Ad Size matters 20% to 54%
5. Page Placement really matters 6% to 350%
6. Creative is “mission critical” 0% to 400%
Total Gain Possible: 0% 2930%
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28. For XMOS research studies, Online CPM
was lowest in 50% of studies.
Online “Cost Effectiveness” was
lowest in changing brand metrics for
75% of the studies
2. Based on “Physics of Media”, all
New Media Have a Value Advantage”
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29. 1. You have to be in it to win it
2. Assume responsibility for making it work
(harder); focus on improving ad
performance
3. There are big opportunities out
there
4. It’s not your daddy’s (Digital) medium
5. Innovation is hard; so get started (see #1)
6. New Paradigm – Scale is Everything
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30. Online News $5.00
Google=$68.00*
* $0.54 CPC x 17% click thru x 74% sell thru
Source: Jordan Rohan, Analyst at RBC from 2007
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31. 1. You have to be in it to win it
2. Assume responsibility for making it work
(harder); focus on improving ad
performance
3. There are big opportunities out there
4. It’s not your daddy’s (Digital)
medium
5. Innovation is hard; so get started (see #1)
6. New Paradigm – Scale is Everything
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32. The modern media channel:
• Connect to call
• Mapping
• GPS
• Cameras
• Barcode Scanners
• Bluetooth
• Apps, etc
And did we mention personal?
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33. 1. You have to be in it to win it
2. Assume responsibility for making it work
(harder); focus on improving ad
performance
3. There are big opportunities out there
4. It’s not your daddy’s (Digital) medium
5. Innovation is hard; so get started
(see #1)
6. New Paradigm – Scale is Everything
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34. 5. Steve Jobs Said
“Innovation
distinguishes between
a leader and a
follower.”
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35.  70% of budget to what
you know works
70-20-10  20% to innovating off
of what you know
works
 10% to brand new
ideas
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36. 1. You have to be in it to win it
2. Assume responsibility for making it work
(harder); focus on improving ad
performance
3. There are big opportunities out there
4. It’s not your daddy’s (Digital) medium
5. Innovation is hard; so get started (see #1)
6. New Paradigm – Scale is Everything
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37. Old Media vs. New Media
Distribution Scale*
* Scale is required for
personalization, relevancy, data (really
anything tech)
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38. 1. You have to be in it to win it
2. Assume responsibility for making it work
(harder); focus on improving ad
performance
3. There are big opportunities out there
4. It’s not your daddy’s (Digital) medium
5. Innovation is hard; so get started (see #1)
6. New Paradigm – Scale is Everything
Mobile Marketing Association 38

39. Mobile Marketing Association

40. And if Local is nearly 50% of the media business, then
Local should be $25 billion today.
However, What Sticks research suggested that U.S.
national online would be at $40 to $50
billion, if there was rational decision-making
Therefore, Local Digital should be a $50
billion sector.
And like Apple, we just need the right product
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41. Mobile is Product to get $50 Billion
Personal
Pervasive
Proximity
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42. Mobile Marketing Association

43. I cannot say whether things will get
better if we change;
what I can say is they must change if
they are to get better.
Georg Christoph Lichtenberg
18th-century German scientist, satirist
and Anglophile
Mobile Marketing Association

44. thank you!
Greg Stuart
greg@mmaglobal.com
www.gregstuart.com +1 631 702 0682
www.gregstuartspeaker.com
Mansavesdog.wordpress.com
www.slideshare.net/gregstuart
www.twitter.com/gregstuart
www.facebook.com/stuartnyc
www.veoh.com/users/gregstuart
www.linkedin.com/in/gregstuart
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45. THANK YOU
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46. Base: Total Answering
Currently Using Planning To Use
N = (88)
Mobile websites 63% 24% 86%
Mobile apps 61% 27% 88%
Mobile messaging/SMS 57% 28% 85%
Mobile display ads (CPM or CPC) 55% 9% 64%
Mobile search 50% 14% 64%
Mobile rich media ads 39% 21% 60%
Mobile video 36% 17% 53%
2D "smart" barcodes 25% 30% 55%
Mobile coupons 24% 37% 61%
Location based services 17% 26% 43%
Interactive voice response 16% 31% 47%
Mobile gaming 15% 30% 44%
Proximity - Bluetooth, RFID 12% 14% 25%
Near Field Communications payments 8% 7% 15%
Q4. Which of the following mobile marketing elements are you using (or are you planning use) to reach your
customers for the business you are managing?
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Source: ANA, Sept/Oct 2010 46

47. 1.5 B TVs
1.5 B Computers online
5.0 B mobile (Mobile transcends everything; especially mo
1.8 Smart phones
212% Quartar most phones per pop
20% of searches are mobile
Liquid and Linked
Consumer Engagement: Paid, owned, earned and shared
Can’t let go of the connection at the point of transaction and application
We have to assume that “Everything that is static will become dynamic”
Mobile is a REQUIREMENT
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48. Destiny...is not a matter of chance,
it is a matter of choice;
it is not a thing to be waited for,
it is a thing to be achieved
William Jennings Bryan (1860 - 1925)
US lawyer, orator, & politician
48
Mobile Marketing Association

49. Lion’s Share of Mobile Marketing $ Going
to Mobile Advertising, Publishing in 2011
Mobile Base: Total Answering
Advertising
N = (62)
29%
Mobile
Other Publishing
8% 27%
Mobile
Commerce
5%
Mobile Response
Mobile Database
16%
Marketing/CRM
14%
Q16. How will your mobile marketing budget be allocated in 2011? Total must add to 100%.
Mobile Marketing Association
Source: ANA, Sept/Oct 2010 NOTE: May not add to 100% due to rounding 49

50. Search Queries that
are Mobile
1 in 3 mobile 17%
searches are 15%
local 15%
After looking up a
30%
local business on
smart phone,
16%
61% called the local
business and
0% 10% 20% 30%
59%visited.
Source: Kelsey Group 2010, Google User Behavior Study 2010
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