Presentation delivered at the inaugural Asbury Park Press information forum held June 3rd

1. Mobile Marketing
How to engage with an audience on the go

2. What is “Mobile”?

4. Any kind of mobile phone, smart phone,
cell phone, or other mobile device

5. Mobile Growth

6. Mobile Growth
• 75% of adults and 60% of
teens are mobile phone users
25%
75%

7. Mobile Growth
• 75% of adults and 60% of
teens are mobile phone users
• 68% of people 18-34 use SMS
(73% 18-24 and 50% overall)

8. Mobile Growth
• 75% of adults and 60% of
teens are mobile phone users
• 68% of people 18-34 use SMS
(73% 18-24 and 50% overall)
• Smartphone penetration (e.g.
Blackberry, iPhone) is nearing
50% of the market

9. Mobile Growth
• 75% of adults and 60% of
teens are mobile phone users
• 68% of people 18-34 use SMS
(73% 18-24 and 50% overall)
• Smartphone penetration (e.g.
Blackberry, iPhone) is nearing
50% of the market
• Among teens, mobile phone is
the most important electronic
device; higher than the TV

11. “Mobile will be a larger business than the PC-Web”
—Eric Schmidt, Google CEO

12. But how do you
advertise on a phone?

13. Mobile Advertising
Vehicles

14. Mobile Advertising
Vehicles
• Mobile
Optimized
Websites
• aka Mobile Web
Advertising

15. Mobile Advertising
Vehicles

16. Mobile Advertising
Vehicles
• Text Message
Advertising
Indianapolis-IN
Conseco loess $400M
in Q4; survival is at
issue http://
m.indystar.com/
*Get Kroger coupons.
Text GROCERY to
22888. • aka SMS (Short
Message Service)

17. Mobile Advertising
Vehicles

18. Mobile Advertising
Vehicles
Emerging Platforms

19. Mobile Advertising
Vehicles
Emerging Platforms
• Podcasts

20. Mobile Advertising
Vehicles
Emerging Platforms
• Podcasts
• In-Game

21. Mobile Advertising
Vehicles
Emerging Platforms
• Podcasts
• In-Game
• Bluetooth and LBS

22. Mobile Advertising
Vehicles
Emerging Platforms
• Podcasts
• In-Game
• Bluetooth and LBS
• GPS

23. Mobile Advertising
Vehicles
Emerging Platforms
• Podcasts
• In-Game
• Bluetooth and LBS
• GPS
• Native Apps

24. Surge in Awareness
38%
of US mobile phone owners recall seeing advertising
on their cell phones in the first quarter of 2009
59%
of Smartphone users recalled seeing mobile
advertising
Source: Brightkite & GfK Technology

25. #1 Recalled Ad Format
• iPhone = Banner Ads • Other Smartphones = SMS

26. 5 Easy Things
you can do to market your
brand via mobile

27. 1. Create a mobile version of your
website
(try Mofuse or Mippin if you have a
valid RSS feed)

28. 1. Create a mobile version of your
website
(try Mofuse or Mippin if you have a
valid RSS feed)

29. 2. Use Google’s Mobile-Site Generator to
mobilize your site immediately
(http://www.google.com/gwt/n)

30. 2. Use Google’s Mobile-Site Generator to
mobilize your site immediately
(http://www.google.com/gwt/n)

31. 3. Create a Text-Alert System for deals,
specials, and other alerts
(http://open.4info.net/)

32. 3. Create a Text-Alert System for deals,
specials, and other alerts
(http://open.4info.net/)

34. 4. Promote your mobile site!
Sponsor other mobile sites and apps that
your target audience already uses

35. 4. Promote your mobile site!
Sponsor other mobile sites and apps that
your target audience already uses

36. 5. Make sure all your mobile marketing is
targeted and trackable

37. 5. Make sure all your mobile marketing is
targeted and trackable
• Target by:

38. 5. Make sure all your mobile marketing is
targeted and trackable
• Target by:
• Geography

39. 5. Make sure all your mobile marketing is
targeted and trackable
• Target by:
• Geography
• Age, Gender

40. 5. Make sure all your mobile marketing is
targeted and trackable
• Target by:
• Geography
• Age, Gender
• Phone Type

41. 5. Make sure all your mobile marketing is
targeted and trackable
• Target by:
• Geography
• Age, Gender
• Phone Type
• Track by:

42. 5. Make sure all your mobile marketing is
targeted and trackable
• Target by:
• Geography
• Age, Gender
• Phone Type
• Track by:
• Click-through

43. 5. Make sure all your mobile marketing is
targeted and trackable
• Target by:
• Geography
• Age, Gender
• Phone Type
• Track by:
• Click-through
• Phone calls

44. 5. Make sure all your mobile marketing is
targeted and trackable
• Target by:
• Geography
• Age, Gender
• Phone Type
• Track by:
• Click-through
• Phone calls
• SMS responses

45. Know the Limitations

46. Know the Limitations
• The screen is smaller
• There’s no mouse
• There’s no printer
• The keyboard is limited
• Bandwidth may be restricted
• Megabytes sometimes cost money

47. But Also Know the
Numerous Capabilities ...

48. But Also Know the
Numerous Capabilities ...
• It’s a phone • It’s a
• It’s a camera micropayment
• It’s a video device
camera • It sends email
• It sends text • It’s a music player
messages • It’s a video player
• It’s location- • It’s a calendar
aware • It’s a browser

49. Typical Mobile Website
Campaign

50. Typical Mobile Website
Campaign

51. Rich-Media Ads
also work on Mobile Sites

52. Rich-Media Ads
also work on Mobile Sites

53. Google AdWords
http://services.google.com/adwords/mobile_ads

54. Mobile Web Advertising
Best Practices

55. Mobile Web Advertising
Best Practices
Best Response Methods:
• Link to advertiser WAP site
• Click-to-call
• Click to find store location

56. How do you get to
mobile-friendly websites?

57. How do you get to
mobile-friendly websites?

58. Mobile Web
Traffic
DailyRecord MyCentralJersey
TheDailyJournal CourierPostOnline

59. Mobile Web
Traffic
40,000
30,000
20,000
10,000
Nov 2008
Dec 2008
Jan 2009
Feb 2009 0
Mar 2009
Apr 2009
DailyRecord MyCentralJersey
TheDailyJournal CourierPostOnline

60. Mobile Web
Traffic
APP.com

61. Mobile Web
Traffic
240,000
180,000
120,000
60,000
Nov 2008
Dec 2008
Jan 2009
Feb 2009 0
Mar 2009
Apr 2009
APP.com

62. Breaking News
Text Alerts

63. What is “texting”?

64. What is “texting”?
• Short for text messaging, it means
sending quot;shortquot; (160 character)
text messages from mobile phones
using the Short Message Service
(SMS)

65. What is “texting”?
• Short for text messaging, it means
sending quot;shortquot; (160 character)
text messages from mobile phones Meet me at the movie
theater at 9:30. I
using the Short Message Service already picked up the
tickets.
(SMS)

66. What is “texting”?
• Short for text messaging, it means
sending quot;shortquot; (160 character)
text messages from mobile phones Meet me at the movie
theater at 9:30. I
using the Short Message Service already picked up the
tickets.
(SMS)
• Nearly all cell phones have the
ability to text — the lowest
common denominator of mobile
marketing

67. Text Message
Marketplace
Data Usage Among Mobile Phone Customers

68. Text Message
Marketplace
Data Usage Among Mobile Phone Customers
Text messaging or SMS Wireless internet Video or Mobile TV
89%
81%
73%
68%
26% 26% 24%
17%
10%
3% 3% 5%
Ages Ages Ages Total Ages Ages Ages Total Ages Ages Ages Total
18-24 25-36 37-55 18-24 25-36 37-55 18-24 25-36 37-55
*Source: Telephia’s “Mobile Data Services Report,” Q1 2008 (July)

69. Text Message
Marketplace

70. Text Message
Marketplace
• Following the trend started in Europe ...

71. Text Message
Marketplace
• Following the trend started in Europe ...

72. SMS Alerts Growth
APP
Courier-Post
MyCentralJersey
Daily Record
The Daily Journal

73. SMS Alerts Growth
150,000
112,500
75,000
37,500
August ‘08
October ‘08 0
December ‘08
APP February ’09
Courier-Post
MyCentralJersey
Daily Record
The Daily Journal

74. How Gannett’s breaking news
text alerts work

75. How Gannett’s breaking news
text alerts work

76. How Gannett’s breaking news
text alerts work

77. How Gannett’s breaking news
text alerts work
COURIER-POST
You will receive alerts
for COURIER-POST
powered by 4INFO.
Text STOP to stop or
HELP for help. Std/
other charges may
apply

78. More than just
news headlines ...

79. More than just
news headlines ...

80. More than just
news headlines ...
Publishers Advertisers
4INFO Content
From: 44636
weather sports stocks Top 7th:
and more… CUBS: 2
REDS: 1
Partner Content
*NFL updates?
Reply COORS
and more… and more…

81. 1-to-1 Ad/Edit Ratio

82. 1-to-1 Ad/Edit Ratio
COURIER-POST COURIER-POST COURIER-POST
Cops: Man kills ex- McCains make N.J. Woman fatally stabbed
girlfriend, turns gun on campaign stops. in Pennsauken.
self in Millville. *Get that look with JCP *Free ADT $1000 GE
*Don’t get thirsty this Back to school Home Security System.
summer, get Gatorade, Reply PROTECT3
Reply G2

83. Text Ad Responses

84. Text Ad Responses
• Interactivity, Click-to-Call, Click-to-Locate, and more

85. Text Ad Responses
• Interactivity, Click-to-Call, Click-to-Locate, and more

86. Text Alerts Marketing
Best Practices

87. Text Alerts Marketing
Best Practices
• Offer incentives for users to respond—
discounts, coupons, sweepstakes

88. Text Alerts Marketing
Best Practices
• Offer incentives for users to respond—
discounts, coupons, sweepstakes
• Use 4Info inventory to broaden campaign reach
(635,000 subscribers)

89. Text Alerts Marketing
Best Practices
• Offer incentives for users to respond—
discounts, coupons, sweepstakes
• Use 4Info inventory to broaden campaign reach
(635,000 subscribers)
• Use 1-800 telephone number, response text, or
links to mobile site to track campaign ROI

90. Text Alerts Marketing
Best Practices
• Offer incentives for users to respond—
discounts, coupons, sweepstakes
• Use 4Info inventory to broaden campaign reach
(635,000 subscribers)
• Use 1-800 telephone number, response text, or
links to mobile site to track campaign ROI
• Keep ad copy fresh — rotate 4 different 40-
character short ads

91. Three-Pronged SMS
Sponsorship Package

92. Three-Pronged SMS
Sponsorship Package
• Print Bug
• Online Signup Widget
• Text Alerts

93. Three-Pronged SMS
Sponsorship Package
• Print Bug
• Online Signup Widget
• Text Alerts

94. Three-Pronged SMS
Sponsorship Package
• Print Bug
• Online Signup Widget
• Text Alerts

95. Three-Pronged SMS
Sponsorship Package
• Print Bug
• Online Signup Widget
• Text Alerts

96. Case Study: Kroger

97. Case Study: Kroger
• Sponsorship of IndyStar’s mobile offerings to drive traffic to SMS
based coupons, which can be redeemed at checkout

98. Case Study: Kroger
• Sponsorship of IndyStar’s mobile offerings to drive traffic to SMS
based coupons, which can be redeemed at checkout
Indianapolis-IN
Conseco loess $400M
in Q4; survival is at
issue http://
m.indystar.com/
*Get Kroger coupons. Text
GROCERY to 22888.

99. Case Study: Papa John’s

100. Case Study: Papa John’s
• Louisville sold Papa John’s SMS inventory across the
whole network to help promote text-alert specials,
coupons, and mobile ordering

101. Case Study: Papa John’s
• Louisville sold Papa John’s SMS inventory across the
whole network to help promote text-alert specials,
coupons, and mobile ordering
• Average daily click-through rate up to .33%
COURIER JOURNAL
Ride that Bird wins
Kentucky Derby http://
m.courier-journal.com/
*Specialty pizza only
$8.99! Reply
PAPAJOHNS

102. Case Study: Jiffy Lube

103. Case Study: Jiffy Lube
• Key takeaway: all facets of the campaign are
TRACKABLE and tied back to MOBILE

104. Case Study: Jiffy Lube
• Key takeaway: all facets of the campaign are
TRACKABLE and tied back to MOBILE

105. Case Study: Jiffy Lube
• Key takeaway: all facets of the campaign are
TRACKABLE and tied back to MOBILE

106. Case Study: Jiffy Lube
• Key takeaway: all facets of the campaign are
TRACKABLE and tied back to MOBILE

107. Case Study: Jiffy Lube
• Key takeaway: all facets of the campaign are
TRACKABLE and tied back to MOBILE

108. Ted Mann
Digital Development Director, Gannett NJ
tcmann@gannett.com
914-419-1432

109. Questions