2. Agenda
• Mobile Has Arrived
• The Value of Mobile Advertising
• Mobile Advertising Case Studies
• AT&T Mobile Display and YP.com
• Other Mobile Marketing
2
3. Mobile Has Arrived
Besides our
wallet and our
car keys, it’s
the one
device we
never leave
home without
3
4. Mobile Has Arrived
Technology paves the way…
• There are 5.3 billion mobile
subscribers (that's 77 percent of the
world population). 1
• Mobile marketing budgets to rise
124% from 2010 to 2011, roughly 4%
of overall marketing budgets2
• Revising its estimates upward for 2011
and onward, eMarketer projects that
mobile ad spend for 2011 will total
$1.23 billion. The figure represents a
65% increase over 2010.
1. Mobilhinking, July 2011
2. E-Marketer, October, 2011 4
7. Mobile Has Arrived
Most Mobile Initiatives are Customer Focused
Base: 58 global eBusiness managers who have a mobile strategy in place
Forrester Research, Mobile Channel Strategy, June 2011
7
10. Mobile Has Arrived
Mobile Apps for Healthcare
Professionals
Memorial Hermann Healthcare
System
An iPhone and state-of-the-art medical app
like AirStrip OB lets Memorial Hermann’s
physicians keep a finger on patients’ pulses
even when they can’t be at their bedsides.
Doylestown Hospital
An app lets doctors get access to patients’
vital stats, medical reference applications,
and breaking health alerts to provide
collaborative and efficient patient care.
10
11. Mobile Has Arrived
Mobile Apps for Healthcare
Consumers
Baltimore’s Harbor Hospital is using
location-based mobile technology in its new
mobile communication initiative.
A landing page allows mobile users to
quickly find Harbor Hospital and get
directions from their mobile location.
AskMyOBGYN is a consumer app that
allows women to ask an OBGYN
questions about their health.
Welldoc produces an app that lets
diabetic patients manage their diabetes.
11
12. Mobile Has Arrived
What are Mobile Banner Ads?
Graphical mobile Internet ads that when “tapped”
will take you to the client’s website.
12
14. Value of Mobile Advertising
Why Mobile Display
Advertising?
• Increase traffic to your hospital or
foundation website
• Launch new healthcare service lines or
building additions
• Announce new physicians to the staff
• Increase recognition of your healthcare
brand
• Announce periodic promotions such as
health fairs
• Reach out-of-town visitors looking for
healthcare
14
15. Value of Mobile Advertising
• Print media with 2D Codes
• Mobile media with click-thru (display, video, etc)
• Mobile media with GPS triggered offer
• SMS Alerts
• Mobile Website
• Mobile Media
• 2D Codes
• Mobile Website
• IVR/Click-2-Call
• Mobile Commerce
• SMS Alerts
• Downloads
• Applications
15
16. Value of Mobile Advertising
Projected U.S. Mobile Advertising Revenue By Type (Billions)
$2.5 2014 Total Market: $4 Billion
Search:
73%
$2.0
$1.5
2008 Total Market: $160 Million
$1.0
SMS: Display:
63% 18%
$0.5 Search: SMS:
Display:
24% 9%
13%
$0.0
Mobile Ad Spending up Nearly 80% in 2010 to $790 Million
Source: Kelsey Group, June 2011 16
17. Value of Mobile Advertising
Mobile Drives Advertising Effectiveness
eMarketer, October 2011
17
18. Value of Mobile Advertising
Smartphones are shopping companions. Smartphones users….
Browse Search Act
81% browse 77% 74% make a
use search
the internet purchase
websites
Google Study: The Mobile Movement: Understanding
Smartphone Users, April, 2011 18
27. Mobile Advertising Case Studies
• Data on 98,000 toilets
worldwide
• Ranked 8th in the “travel”
section in August 2009
• Featured in mainstream TV
shows
27
29. YP.com Mobile - Access made easy
Through the web From the YPmobile app
All web-enabled phones Free app preloaded on most
can access YPmobile on AT&T devices, or requires
the mobile web through download for other network
devices
their browser: m.yp.com
or yp.com Pre-loaded or downloaded
on over 40M devices
29
30. Mobile Products
Mobile Premier Listing
(MPL) Mobile Display
30
31. YPmobile Premier Listing
• Limited Inventory Ad Unit
• Unique pre-determined placement on YPmobile.
Appears ABOVE organic search results
• Advertiser placed in 1 of 3 rotations. Up to 2 Mobile Premier
Listings and one PPC will be rotated in the sponsored slot in equal
proportion.
• Click on Listing directs to MIP
• Additional value:
May appear on MIPS of free listings on YPmobile
Receives additional priority in mobile distribution
• Guidelines
Sold in all geographies
Only 2 available per Cat/Geo combo
12 month subscription only
Advertiser limited to 1 per Cat/MZ per listing
“Apple, the Apple logo, iPhone, and iPod touch are trademarks of Apple Inc.,
registered in the U.S. and other countries.”.
31
32. Mobile Display
Mobile Banner Ads Banner Ads
on ATT Portals: on YP.com mobile
ATT.net/MEdia Net
20.7 M Unique visitors 1.7M Unique visitors
1 Ad per page 15M avg monthly impressions
32
33. ATT.net/MEdia Net
• ATT.net/MEdia Net is the web
browser for all AT&T web enabled
mobile phones (excludes iPhone)
#1 carrier mobile web portal - 1/3 of
all mobile users
170 million monthly mobile
impressions
20 million unique monthly visitors
40 content partners – The Weather
Channel, CNN, MLB, and more
33
34. ATT.net/MEdia Net
• Top-of-page display ads on
ATT.net/MEdia Net
Placement on Home Page and select
categories:
- Homepage - Entertainment
- News - Finance
- Sports - Weather/Travel
Geo-Targeting: nationwide, metro, Zip-
codes and verticals
Demographic and contextual targeting
4 banner sizes to fit most phones
Monthly reporting showing impressions
& click through rate
Static graphic with actionable content
34
35. ATT.net/MEdia Net
Hyper-Targeted Display • Age
• Gender
• Occupation
AT&T’s exclusive data
demographics
• Children in HH
from our subscriber
• Spoken Language
customer base enables
• Homeowner/Renter
hyper-targeting
• Credit Card Holder
• Ethnicity
• Marital Status
• HH Income
• Content Page (shopping,
music, healthcare, etc)
mobile context
• Phone Type (make and
model)
• Day-parting
• Geo-targeting
• Mobile Use/Purchases
• Expiring Contract
35
36. YP.com Mobile
An extension of YP.com
Top 100 mobile web site with over
2 million monthly unique visitors
Pre-loaded on over 40 million AT&T
phones
18 million local listings, 1.5 million
consumer deals/coupons, and 9
million consumer reviews
2 million unique visitors, 8 million
searches
125% year-over-year growth (2010)
36
39. YP.com Mobile
YP.com Mobile Extensive Distribution Network
Both large and small publishers are on the YPmobile Network
Smaller publishers, like above distribute platform
specific listings
39
42. Other Mobile Marketing
SMS texting
Advertisers send marketing messages (coupons and sales offers) directly into
the hands of consumers via text messages.
42
43. Other Mobile Marketing
SMS texting – Who Texts?
Age Group Average Number of Monthly Average Number of Monthly Text
Calls* Messages*
All Subscribers 204 357
Ages 12 & Under 137 428
Ages 13 – 17 231 1,742
Ages 18 – 24 265 790
Ages 25 - 34 239 331
Ages 35 – 44 223 236
Ages 45 – 54 193 128
Ages 55 – 64 145 38
Ages 65+ 99 14
Prime Healthcare Patients
Nielsen tracks billing activity through an opt-in panel of more than 50,000 personally liable, postpaid U.S. mobile lines across the top four carries: AT&T, Spring Nextel,
T-Mobile and Verizon Wireless
* Note: Data includes U.S. wireless subscribers only.
Source: The Nielsen Company (January 1, 2008 to June 30, 2008
43
44. Other Mobile Marketing
Mobile Enhanced SEM
Have you made mobile enhancements to your
SEM program?
Search terms are shorter
Majority of searches are local
44
45. Who We Are
More than 100 years of lead generation
experience coupled with the power of AT&T
45
