1. The Role of Technology In
Mobile Advertising
Emmanuel Allix VP, MD Asia Pacific
"
May 2010

2. Todayʼs 3 Goals #
1. A Simple Explanation#
2. Advice and Avoidance#
3. ???#
!"

3. CHAPTER
!"#$%&'(
1#
#"

4. Media Comparison#
C R E AT I V E #
I M PA C T #
TV# WEB"
PRINT" MOBILE#
2010(
RADIO"
MOBILE#
2005"
SEARCH"
Performance"

5. Global
Mobile
Device
Sales "
10x newspapers.#
Over 2x TV.#
Nearly 3x the Web.#

6. Media Comparison#
C R E AT I V E #
I M PA C T # MOBILE#
TV# WEB"
2015(
PRINT" MOBILE#
2010(
RADIO"
MOBILE#
2005"
SEARCH"
Performance"

7. CHAPTER 2#
)*+$(,+-.#(,%/"0.(12.3"+0(
$"

8. Media planning is an indirect science.#

9. Most media are a one-to-many approach.#

10. Mobile is a one-to-one advertising technology.#

11. Millions of targeting options exist.#
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%%"

12. The network effect is about scale and data.#
C O N S U M E R TA R G E T S #

13. The network effect is about scale and data.#
Target who we know for sure."
C O N S U M E R TA R G E T S #

14. We start with computer science.#
Target who we know for sure."
C O N S U M E R TA R G E T S #
Track feedback and obtain more data."

15. Then combine computer science with applied
mathematics.#
Model consumers likely to fit the target."
Target who we know for sure."
C O N S U M E R TA R G E T S #
Track feedback and obtain more data."

16. Scale, computer science, and applied mathematics
equals…#
Model consumers likely to fit the target."
Target who we know for sure."
C O N S U M E R TA R G E T S #
Track feedback and obtain more data."
More feedback and more data…"

17. Mobile Customer Discovery.#
Model consumers likely to fit the target."
Target who we know for sure."
C O N S U M E R TA R G E T S #
Track feedback and obtain more data."
More feedback and more data…"

18. CHAPTER 3#
9+$+?(9+$+?(+58(,%&.(9+$+(
%&"

19. THE $6b
BIRTH OF THE
INDUSTRY:
2005 to 2009#
Push based SMS & text.
Mainly content players.
Marginal creative impact.#
%'"

20. Search Ads"
Local Ads"
1.+&3*( Ads"
Rotating
@%3+0(+8#( Ads"
Expandable
A%$+B5;( Ads"
Full Screen
Video Ads"
C62+58+/0.(
D700(#3&..5(
E"8.%(
!("

21. Search Ads
)*+," )*+,"
Local Ads
1.+&3*( Ads
Rotating
@%3+0(+8#( Ads
Expandable
A%$+B5;( Ads
Full Screen
Video Ads
C62+58+/0.(
D700(#3&..5(
E"8.%(
!%"

22. Search Ads
)*+,"
Local Ads
1.+&3*( Ads
Rotating
@%3+0(+8#( Ads
Expandable
A%$+B5;( Ads
Full Screen
Video Ads
C62+58+/0.(
D700(#3&..5(
E"8.%(
!!"

23. Search Ads
)*+,"
Local Ads
1.+&3*( Ads
Rotating
@%3+0(+8#(
Expandable Ads
A%$+B5;( Ads
Full Screen
Video Ads
C62+58+/0.(
D700(#3&..5(
E"8.%(
!#"

24. Search Ads
)*+,"
Local Ads
1.+&3*( Ads
Rotating
@%3+0(+8#( Ads
Expandable
Full Screen Ads
A%$+B5;(
Video Ads
C62+58+/0.(
D700(#3&..5(
E"8.%(
!-"

25. Search Ads
)*+,"
Local Ads
1.+&3*( Ads
Rotating
@%3+0(+8#( Ads
Expandable
Full Screen Ads
A%$+B5;(
Video Ads
C62+58+/0.(
D700(#3&..5(
E"8.%(
!."

26. Said another way…#
"
The mobile advertising "
The mobile advertising
Past and present" Present and future" !/"

27. THE $40b#
MOBILE#
AD LIFE#
CYCLE:#
2010#
to 2013#
Maturing technology.
Engaging creative.
Combined with data.#
!$"

28. CHAPTER 4#
<7&(1.0>F@.+&5"5;(G.$H%&-(
!&"

29. Ad networks look like four disconnected feature sets today.
#

34. Your customer expertise, our technology.
#

35. Protecting the consumer experience is key.#
#."

36. Successfully serving ~ 5,000 ads per second globally #
InMobi: Smart decisions in < 10 milliseconds # Them: Slow, Rule-based, Unscalable #
Data#
Male#
Age 28# Male ?#
Data#
Sports# Age 25 to 34 ?#
Data#
Data# iPhone User?#
Data#
iPhone#
Sports?#
Singapore#
Singapore?#
??

37. CHAPTER 5#
4*+00.5;.#(<I.&3%:.(
#$"

38. Fragmentation challenges media planning.#

40. Download"
Watch Review"
Comment"
Locate Store"
4=A(%>(JNOL(H"$*( ,%/"0.(I"8.%(+8#(
2.+-(%>(MNML( I".H.8(JKL(
1$%&.(0%3+$%&(PL( E"8.%#(&.I".H(ML(
-("

41. Mobile increasingly offers control and easier workflow.#

42. C R E AT I V E #
REACH# I M PA C T # VIRAL# PERFORMANCE#
MOBILE#
INTERNET#
SEARCH#
TV#
RADIO#
PRINT#
GOOD# OK# BAD# -!"

43. Targeting Is A Guideline, Not A
Retain the Value
Rule.
of Mobile.#
-#"

44. We find customers you didnʼt know you had. #
InMobi#
,%&.(
Traditional 47#$%:.&#(
Media#
Sales &
Targeted
Reach#
)%:.5( )%:.5(
QR($%(OS( QR($%(OS(
((T,+'/.U( T9.V5"$.0'U(
--"

45. We Learn On Our Dime, Not
CPC (Not CPM)
Yours.
Means No Excuses.#
-."

46. How It Works "
Measurement is improving.
#
Real time, automated, 24/7 reporting.#
-/"

47. Mobile generates millions of
targeting, creative, and
No
measurement options.
Dumb Beacons.#
-$"

48. ROI Optimization: The Creative"
AdRoit™ achieved ~40% reduction in CPA.#
Targeting change" Data feedback loop
introduced"
Cost Per Subscription"
-&"

49. CHAPTER
W%7&(D7$7&.(
6#
-'"

50. Todayʼs 3 Goals #
1. A Simple Explanation#
2. Advice#
3. ???#
.("

51. Todayʼs 3 Goals #
1. A Simple Explanation#
2. Advice#
3. Career Counseling#
.%"

52. The first mobile enthusiast - John Wanamaker.#
“Half the money I spend
on advertising is
wasted; the trouble is I
don't know which half.”!
John Wanamaker#
1838 -1922#
.!"

53. Understand Mobile and Leverage
itʼs Revolutionary Technology.
Job Security.#
Make John proud. Be one of the
people that knows which half.#
.#"

54. The one-stop shop to over 100 million users in APAC#
The largest mobile ad network in Asia with #
5.2 billion ad impressions per month#
01234"5678"
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