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Breakfast & Brains May 2013- Simon Andrews

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! Private & Confidential – Copyright Addictive Ltd 2011! HOW DO WE MAKE 
 MOBILE VIDEO 
 EFFECTIVE?!
! Private & Confidential – Copyright Addictive Ltd 2011! $50bn Globally – Threat or Opportunity?!
! Private & Confidential – Copyright Addictive Ltd 2011!
! Private & Confidential – Copyright Addictive Ltd 2011!
! Private & Confidential – Copyright Addictive Ltd 2011!
! Private & Confidential – Copyright Addictive Ltd 2011!
! Private & Confidential – Copyright Addictive Ltd 2011!
! Private & Confidential – Copyright Addictive Ltd 2011!
! Private & Confidential – Copyright Addictive Ltd 2011!
! Private & Confidential – Copyright Addictive Ltd 2011!
! Private & Confidential – Copyright Addictive Ltd 2011! • First brand to use ringtones as a marketing tool • Built 50K permission based database of engaged customers • Drove the lowest cost per sale of any channel
! Private & Confidential – Copyright Addictive Ltd 2011! Data generation – Howard’s Home! •  35k visits! •  37k downloads! •  13k ring tones! •  13k viewing TV ad! •  9k played Howard's game! •  Cost per visit 1.07! •  Cost per download 1.02!
! Private & Confidential – Copyright Addictive Ltd 2011! Integration is more than matching luggage!
! Private & Confidential – Copyright Addictive Ltd 2011!
! Private & Confidential – Copyright Addictive Ltd 2011!
! Private & Confidential – Copyright Addictive Ltd 2011! Encourage targeting driven creative! Action! Context! Location! Data! Big Idea!
! Private & Confidential – Copyright Addictive Ltd 2011!
! Private & Confidential – Copyright Addictive Ltd 2011! simon@addictivemobile.com! mobilefix@addictivemobile.com! @addictivemobile! It’s time to! experiment!

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Breakfast & Brains May 2013- Simon Andrews