This document discusses the growth of mobile advertising and how businesses can leverage mobile marketing. It notes that mobile usage and smartphone adoption are growing rapidly as mobile devices take on more functions. The document advocates developing mobile-optimized websites and content to engage customers on the go. It also promotes the use of interactive ad formats and location-based marketing to create deeper brand engagement through mobile channels.

1. Mobile Advertising Exploiting mobile as a mainstream media

2. AGENCY ADVERTISING Digital design & build Digital loyalty Digital experiential Mobile marketing Ad serving Media sales Rich media formats Creative build What do we do? TECHNOLOGY Mobile web and apps Corporate solutions Interactivity & messaging mCommerce Converged, end to end, mobile solutions

4. Mobile is evolving.... From humble beginnings:

5. We used to do this....

6. ...now we do this

7. Usage is growing and evolving "The mobile phone is the single most valuable device in people's lives…..It is becoming a device you use for virtually everything." Jeffrey Cole, director of the Centre for Digital Future

8. It’s a camera, TV, magazine, news room, sports centre, map...............

9. More than just a call or text used by kids.... Source; Australian Interactive Media Industry Association (AIMIA)

10. ....much more.... We are currently in the midst of the 5th major technology cycle of the past half a century (Mainframe era of the 60s, mini-computer era of the 70s and desktop Internet era of the 80s) The current cycle is the era of the mobile Internet. Source: Mary Meeker, Morgan Stanley AUSTRALIAN MOBILE INTERNET USAGE HITS RECORD LEVELS NEILSEN SEPT 2010 MOBILE INTERNET USAGE HAS DOUBLED IN AUSTRALIA OVER THE LAST 12 MONTHS ADNEWS SEPT 2010

12. iPhone / iTouch fastest growing gadgets in history (10 bn downloads to date)

13. Smartphones will surpass standard phones (iPhone / Android currently 25% ) by 2011

14. But even SMS usage still growing

15. A whopping 244% increase in Android devices since April, with an astounding 672% increase in page-views

16. Android sales (US) overtaken iPhone & Blackberry for the first time

17. Adoption of new devices hitting record levels: 3G hitting adoption curve ‘sweet spot’

18. AUS mobile ad market predicted to grow to $250m by 2013Source; Australian Interactive Media Industry Association (AIMIA)

19. Mobile Web Trends Today there is an average of 6.5 times the mobile web usage, globally, compared to 2 years ago * AdMob May 2010 Mobile Metrics Report

20. Mobile Web Trends By 2013, mobile phones will overtake PCs as the most common Web access device worldwide ~ Gartner 2010

21. Web Usage by Handset Majority of mobile traffic to your site may not be on an iPhone…. Are you neglecting your audience? * AdMob May 2010 Mobile Metrics Report

24. Android and other devices are on the rise

25. Need to cater for wider array of mobile platforms as part of an effective mobile strategy

26. Creating / targeting mobile web sites only for the few devices that dominate market means intentionally locking out vast majority of all Web-enabled handsets & users from your content, services & advertising

27. 25% of your customers get a great mobile experience, but what about everyone else?

29. Simplify Mobile! ONE MOBILE STRATEGY, ONE SOLUTION

32. Many companies are in a game of catch-up with the consumer

33. Consumers are way more mobile than many advertisers

34. Everyone owns one - and it is always with them!

36. Key Messages: Forget the tech

37. Market your site / App

38. Strategy: Mobile is not an add on

39. Not only about Apps

41. You are being ‘invited’ into peoples lives: Be useful, relevant or entertaining

42. It bridges the gap between passive viewer and consumer

43. It is a valuable component of a truly integrated campaign

44. And can compliment more traditional campaigns

45. It can play an increasingly important role in brand loyalty & retention

46. Mobile can play a cost effective role for all marketing requirements: Branding, conveying information and driving response

47. Mobile may well be the only way to reach many consumersIt needn’t be hard: Easy, cost effective solutions do exist And they work.....

48. Mobile Advertising works...

49. Some key mobile marketing benefits Increased intimacy A mobile phone is with your customers and prospects wherever they are: At the shops, in their car, at an event. As a result, a strong connection is fostered between users and their mobile phone. In addition, mobile devices reach people at any time of day or night, furthering a sense of an intimate communication. Higher sense of urgency Mobile messaging is immediate. When customers hear that ringtone, they pay attention. Because customers’ phones are almost always with them, the likelihood is high that mobile users will read your message and respond.

50. Some key mobile marketing benefits Increased relevancy Mobile campaigns can be executed with very high relevancy. When messages are received at just the right time and contain the exact information the recipient is seeking, it creates an ultimate sense of relevancy that consumers appreciate. And for retailers, mobile marketing is especially effective Mobiles are portable, reaching customers when they are out and about and ready to buy. If you have multiple locations, you may be able to entice customers for a quick peek at your sale or to try a new menu item. You can elicit an immediate CTA, even if the customer is not in front of a TV or computer. Offering coupons, with incentives based on what the customer has requested / purchased in the past, makes things much more effective.

51. 31 Site Creation- Mobile Retail Designed specifically for use on mobile devices: The first mobile site from a major UK high street retailerCustomers on the move can now shop on a site developed specifically to enable them to search, browse and buy easily from any web-enabled mobile phone or deviceThe site’s sync’s with the main M&S website so customers can log into their regular web-account and manage their shopping basket from their mobile-no need to download app or software, users simply type www.marksandspencer.com into their phone’s internet browserCustomers can find over 24,000 products & almost all of the functionality from the main M&S website Dave Hughes, Director of M&S Direct: “This is a major step forward in mobile retailing...hundreds of thousands of customers are already shopping with us on their mobile phones and market data is telling us that this will soon be millions.

52. Mobile Advertising Landscape On-deck Banner Inventory Off-deck Sponsorship Banners Deep takeover Creative Text links Apps Mobile Web Handset profiling Lifestyle context Video pre-roll Branded Utility Feature profiling Handset profiling Branded content Brand-led app Takeovers Platform targeting Site placement Search SMS Alert sponsorship Operator schemes

54. Respondents were responsive: 50%+ had “engaged” with mobile ad within past 30 days (e.g click, visit website), and 18% had made a purchase as a result of seeing a mobile ad

55. Industry reports typical CTR between 2-4%: 10 x that of traditional online

56. Better tech & innovation (Such as our Mpression Platform) means rich media formats emerging

57. These are attracting brand advertisers seeking to use mobile as a means of engaging and interacting with their target consumer

58. New formats offer great functionality (Click to call / Purchase) as well as eye catching creative capabilities (Such as video)

60. Rich Media Formats Rich overlay format

61. Dynamic feeds Dynamic ad insertion Mpression can insert / update ads in real-time, enabling airlines to advertise last-minute deals, bookmakers to update their odds, or any brand to target consumers with relevant, real-time offers / promotions. Facilitated through the dynamic feed built into Mpression Specific artist: User tags Rihanna track Dynamic banner wth ‘Rihanna playing at The O2’ is shown Links through to Rihanna ticket promo / win gig tickets etc`

62. Click for video

63. Video pre roll Combine engagement & interactivity through high definition video

64. Interstitials Full-screen advertisements that appear when the user clicks on a link, in-between the page they were on, and the page they were heading to. As such, they have much greater impact than a traditional banner ad, due to the size and the context of the ad

65. Event mobile

67. 80% of interactions undertaken because consumers simply want more information*

69. It can also compliment other media designed to attract consumers on the move

70. Push v Pull (Pull is very effective as the user is receptive and in control)

73. Utilizes data & APS functionality

75. Our iSlide format, for example, has multiple calls to action:

76. Touch to call - Touching the link initiates a call to the brand

77. Touch to app - Touching link takes user directly through to App Store to download the app being advertised (Our ad serving platform Mpression can track post-click downloads, enabling advertisers to closely monitor ROI)

78. Touch to video - Brings up video clip which movie company might use to show trailer

79. Touch to location - Pulls up a map showing the user their current location & highlights advertiser brand's closest retail outlets

80. Touch to AR - Brings up AR display, showing user where brand's nearest outlets are. When device is laid down flat, display is converted to map view

81. Daily Capping :Campaigns can be setup to run to a certain daily allocation of impressions or clicks

83. Great Call to Action; Win £10KCase study – Lynx

86. Site Included a range of content:

87. Watch Videos

91. They allow for more impactful creative formats and bespoke campaigns; that set them apart from their competitors

92. Sponsorships also create a subtle endorsement of the advertiser brand by the trusted publisher site

94. Advertisers need to follow consumers

95. Advertisers can use mobile to deliver response, convey additional product information and create a deeper brand dialogue

96. All using the latest stand out creative formats

97. With full campaign tracking and accountability

98. Via the preferred device of a generation

100. Thank-you Peter Birch General Manager 4th Screen Advertising (Part of Mobile Embrace) Email: peter.birch@mobileembrace.com Tel: 02 9360 3385