DMA 2009 Presentation by Acxiom's Mark Ogne. Titled, "The State of Mobile Marketing and Its Role in the Multichannel Mix," this session was part of Acxiom's Global Marketing Performance Series.

1. The State of Mobile Marketing and Its
Role in the Multichannel Mix
Matthew Valleskey, Neustar
Josh Herman, Acxiom
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2. 2
Evolution of “Computing”:
Mainframe
1960s
Mini
1970s
Personal
1980s
Laptop
1990s
Mobile
Now
Computing continues to become smaller, more connected and more
personal.

3. 3
Marketing today is no longer about reaching the masses..its using mass
media to engage individuals one-on-one
Today’s mobile phones can do much more then just make phone calls.
This includes text messaging, the mobile web, streaming media and mobile
apps. These features are becoming viable media channels as they carry
both content and advertising.
Mobile offers many of the same media attributes as Interactive and has unique
attributes that make it a powerful platform to connect one on one with
consumers:
• Personal user experience, allowing access to richer consumer data
• Portable pocketable platform, always up to date content & services
• Ubiquitous always with the customer, promise of location marketing
• Trackable user activity is highly measurable
Mobile: personal, portable and ubiquitous

4. Market: Mobility Extends and Builds Internet Strengths
Mobile: Fastest Growing Advertising Medium, 300% Growth (2008 -2013)
Marketing & Advertising Spend ($Billions)
Informa 2009, Carat Interactive 2008, Kelsey Group 2009,
PWC, Wilkofsky Gruen Assoc, 2009
9 More ubiquitous (expect greater than 100%
penetration within 5 years in many regions)
9 More personal (functionality encourages
customization – as personal as a wallet); worth
premium relative to traditional media
9 More available (mobility IS the Internet in most of
the world)
9 More response (higher click throughs) (getting 3-
5% click through rates vs. .2%-.4% on internet)
• Overall spend remains fairly stable
while percentage allocations to media
change
• Internet growing from 10% share to
15% share
• New media provides more effective
ROI (conversion) which is direct
response value
Strengths of Mobile vs. Personal Computer
• Mobile can integrate easily with all
traditional media
• No other medium has the reach or
response potential of the mobile device
(More mobile devices than TV and Computers
combined)
• Over 270 million mobile subscriber in US
alone

5. How Brands/Direct Marketers Benefit
As Mobile Channel Evolves, Advertisers Use Personalization Power To Drive Customer Loyalties
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Evolution of Media & Marketing Value Chain
Print
Radio
TV
Internet
Mobile
Grab attention with greater context/relevancy
Increase interest with user simplicity,
immediacy & ease
Enhance desire by tuned content, more
qualified offer with Metadata
Ease of payment and POS tie ins for
Prospect to takes action on the offer
Ease of address book/community tie ins
promote viral return for brand
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Awareness
Interest
Desire
Action
Loyalty
Mobility has the potential to improve
advertiser reach & ROI with targeted
and personalized campaigns, reducing
time between customer “awareness”
and “sale”
Mobility has the potential to improve
advertiser reach & ROI with targeted
and personalized campaigns, reducing
time between customer “awareness”
and “sale”

6. Worlds Collide – Mobile + Advertisers & Marketers
• Traditional mobile
players are looking for
new revenue streams
• Advertisers want to
reach the mobile
subscriber
– One to one situation
– Personalized content
– Anywhere in context
– On demand
• This intersection
represents a unique
opportunity
• New medium has
entered the
marketplace

7. Who are the players in Mobile Marketing
• Wireless Carriers
• Connection Aggregators
• Application Providers
• Traditional media
companies and agencies
• Mobile ad networks
• Content providers

8. Mobile Media Value Chain:
Media Planning/Buying
Advertising Enablers
Publishers
Mobile Operators
Devices
Consumers
Advertisers
Creative Agencies
Campaign
Development
Mobile
Delivery

9. 9
Mobile Media
Engagement:
Abbreviated
Dialing
Codes
Downloadable
Content/
Mobile Apps
Mobile
Web
Sites
Mobile
Search
Banner
Advertising
Messaging
2D Barcodes
Mobile
Email

10. 10
• In the US, 75% of wireless users engage
in text messaging, and 100% of devices
are SMS capable.
• 73% of college students in the US use
text messaging daily.
• Worldwide, there are more than twice as
many SMS users as there are e-mail
users.
• As of June 2007, over 8 billion text
messages are sent every month – and
that number has grown by 300% over the
last two years.
• Over the next 3 years, Gartner forecasts a
compound annual growth rate of over
33% in SMS volume in the US.
Messaging & Common Short Codes:
Short Message Service (SMS or texting) is the most widely used messaging
vehicle available for mobile marketing.

11. 11
Benefits:
• Broad device capability – nearly 100% of mobile devices are SMS enabled.
• High attention level – users rarely delete messages without opening and reading
• Push SMS offers contextual targeting based on content subscribed.
• Message resides on the phone and is available immediately (no wait to load).
• Allows marketer to reach opted-in audiences wherever they are.
• Interactive capabilities can engage users
• Parallel to direct mail / marketing
Challenges:
• Reach limited to opt-ins
• Non-graphical text format. Multi-media messaging capability has less penetration,
but is growing. Carriers are adding more resources.
• Long provisioning times
Pre-requisites:
• Short code (e.g. PIZZA/74992)
• Aggregator to handle delivery across networks
• Mechanism for user acquisition (SMS ad network, tv contest, print advertisements,
outdoor advertising, etc.)
Messaging:

12. How data flows from a Common Short Code
Application and/or
Content Provider
Aggregator
Mobile
Subscriber
Carriers
(18 participating)
(c) 2008 NeuStar, Inc. Confidential and Proprietary

13. 13
Mobile Web:
• More than 83MM US wireless
customers subscribe to the mobile
web.
• More than 32 million US wireless
subscribers regularly go on-line
with their cell phones.
• The number of mobile web users
increased >20% CAGR.
• CTRs range from .75% to 3%
(reflective of creative messaging
and call to action)
Marketing via display ads on mobile web pages. Ads can be banners or text
links.

14. DMA Education © 2009 Direct Marketing Association, Inc.
14

15. 15
Mobile Web:
Benefits:
• Interactive and richer visual experience.
• Proven viability for brand and direct response campaigns
• Broad reach and use.
• Leverages many assets from existing Interactive campaigns.
• Viable means to reach to target consumers
• Leverage the unique capabilities of the mobile medium to engage consumers:
– Click-to-Mobile Web Site
– Click-to-Call
– Click-to-Locate
– Click-to-Download
– Click-to-Buy
Challenges:
• Fragmented buying experience.
• Mobile web site to support campaign goals.
• Limited text-entry capabilities.
• New creative formats and assets. Best practices still emerging.

16. 16
Downloadable Content:
• The introduction of devices like the
iPhone, Google Phone, and Android
based phones have accelerated the
mobile application space
• Over 50,000 downloadable apps available
• Over 1B apps have been downloaded on
IPhone alone.
• Growth will continue as new phones hit
the market and unlimited data plans
increase.
* Source: January 2007 M:Metrics
Any content that the user downloads to their device. Includes songs,
ringtones, themes, wallpapers and applications.

17. 17
Downloadable Applications and Content:
Benefits:
• Relatively inexpensive for certain types of content
• Brand can benefit from perception of offering mobile content (I.e. being trendy)
• Can communicate offer across multiple mediums
• Great method to drive online users to branded mobile experience
Challenges:
• Market penetration is only slightly over 10%
• Frequency of app usage diminishes after first use
• Not a great use for direct immediate direct response
• Need to have data plan to download
Development Time and Cost:
• Varies based on the type of downloadable content you plan to offer
Best Practices:
• Content most commonly delivered via WAP
• Need to understand specific carrier environments when delivering content

18. RESOURCES
www.usshortcodes.com
www.mmaglobal.com
www.ctia.org
www.mobilemarketer.com
Matthew Valleskey
571-434-5397
matthew.valleskey@neustar.biz
www.neustar.biz

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20. The global interactive marketing services company
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21. November 4, 2009
Live reception in New York City & via webinar
High Performance Marketing & Advertising
Stan Rapp, Engauge
Tim Suther, Acxiom
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