This document discusses mobile advertising in Canada. It notes that mobile growth has been slow and highlights some of the challenges, including inconsistent formats across networks and broken mobile analytics. It provides statistics on smartphone platform market shares in Canada and notes that 50% of mobile searches have a local intent compared to 20% on desktop. The document advocates developing an "on the go" mobile strategy and leveraging location-based advertising as one of the four pillars of mobile advertising, along with experience, time, and content.

1. Mobile Advertising: A Canadian View

2. Mobile ad. Growth has been Slow! Mobile advertising Mobile growth Headlines Dilemma The mobile CTR is better than the one on the web– Mobile Growth is huge – Iphone – the future.

4. Toronto and Vancouver

5. 4 platforms (iphone, android, win7 & BB)

6. End of May until mid June

7. 3 creatives

8. More than 1000 keywordsYP CASE STUDY

9. Canadian mobile ad. networks BLIND NETWORKS PREMIUM NETWORKS SEARCH NETWORKS CPC Keywords CPM Display CPC Display Long Tail inventory

10. Canadian mobile ad. networks BLIND NETWORKS PREMIUM NETWORKS SEARCH NETWORKS 3 1 4 6 contacted Can’t geo-target Offer a Similar product

12. The premium CPM differ from one network to another (From $10 to $30)

14. Not all the networks have the geo targeting capacity

15. Formats are still not standardized (10 different formats only for this campaign)

16. Avoid Animation on Banners

17. Most of the networks weren’t capable of managing 3rd party tags

18. Mobile analytics is brokenLearnings at a Glance

19. Platforms view Canadian Market Share* 5.1% 31% 42% 12% *Top Smartphone Platforms,March 2011,Total Canada Smartphone Subscribers Ages 13+ Source: ComScoreMobiLens

22. Impressions 33 M CTR 0.55% Downloads 50% Average weekly growth The funnel is broken

23. what where Creative view – CTR or TTR

24. The 4 mobile advertising pillars Where? Location Based How? U. Exper. When? On the go What ? content

25. OUR VISION © flickr.com/photos/simplesketch/

26. Where smart phone is used*? Home 93% In a store 77% Work 72% Restaurant 73% At a social gathering 66% On-the-go 87% Source : The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011 (US Market)

28. Bar Scan

29. Checking in

30. Banners

31. Search

32. SMS

33. Desktop

34. Mobile NFC

35. In Store

36. Pricing

37. Reviews

38. Coupons

39. Location

40. …..Check-out Channels Other medias Mobile Intermediation Media Avoid the silo approach & leverage mobile devices as a lead nurturing advertising channel

41. MIXED REALITY

42. Mobile ad. Growth has been Slow! Mobile advertising Mobile growth Innovation Vs Adaptation

43. ??? Mohamed Kahlain @mediative | @mkahlain about.me/kahlain

44. About us

45. Mobile Brand Filter – How to leverage mobile differently

47. Mediative.ca