Mobile Marketing 101

MOBILE 101 LUNCH ‘N’ LEARN: The Most Seen Screen June 11, 2009

BRIEF HISTORY OF MOBILE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Dr. Martin Cooper of Motorola, made the first US analogue mobile phone call on a larger prototype model in 1973.

THE CONVERGED DEVICE “ Always with you”

MASS REACH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Nielsen Mobile, May 2008

MONTHLY MOBILE INTERNET UNIQUE AUDIENCE Data is in millions 28.1% YTY Increase in Mobile Unique Audience Source: Nielsen Mobile, May 2008 Jan 2009 Feb 2009

EXPECTED GROWTH OF MOBILE INTERNET USERS By 2013, there will be 134 million+ mobile internet users Worldwide SMS volumes are expected to grow from 2.6 trillion in 2007 to 5.5 trillion in 2013

STRONG ADOPTION OF UNLIMITED DATA PLANS 53.0% Increase YTY (US) Source: comScore m:metrics, December 2008

US MOBILE INTERNET USER PROFILE Source: Nielsen Mobile, May 2008 Key Facts Demographically diverse: Approximately 50/50 split between those above age 35 and those under 35 Slight male skew: 56% are male; 44% female. The male skew is consistent with findings across markets (i.e. Europe, Brazil, India, Russia) Not just for high HH income: 24% have HH income > $100k+; 26% have HH income < $50k

CONSUMER MOBILE ACTIVITIES BY AGE P13+ Text Get Maps Check Weather Read News 13-17 18-24 25-34 35-44 45-54 Email Picture Message 58% 80% 84% 74% 64% 50% 18% 20% 26% 28% 21% 13% 29% 48% 51% 41% 29% 20% 6% 6% 8% 9% 7% 4% 9% 9% 13% 14% 12% 7% 8% 6% 10% 13% 11% 7% 55-64 33% 9% 14% 3% 6% 6% 65+ 50% 3% 6% 1% 2% 1% Source: comScore m:metrics, September 2008

MOBILE GROWTH AMONG CONTENT CATEGORIES 2009 AdMob, Inc. Confidential & Proprietary % Growth Among Top Internet Categories from 2008 to 2009

MOBILE PROVIDES LIFT IN KEY METRICS ,[object Object],Source: Dynamic Logic AdIndex July 08 2.6 5.6 23.9 3.0 12.2 1.7 5.4 1.5 4.7 6.9 Aided Brand Awareness Ad Awareness Message Association Brand Favorability Purchase intent

OPPORTUNITIES OVERVIEW ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MOBILE OPPORTUNITIES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],COOL TOOLS Watch Cool Tools on DIY Network. *Reply Y for show reminder App Name: ESPN X GAMES Version: 1.0 Size: 10630 SMS Reply Click to WAP Voice Reply Click to Video Click to App

INTERNET BANNERS/TEXTLINKS/PRE-ROLL VIDEO ,[object Object],[object Object]

SMS/MMS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],From: 44636 From: 44636 NFL NE:38 NYG:35 F 12/29 * Premium rum needs to be enjoyed! Reply Don Q Don Q quality comes from aging that takes 2-3 years. This makes the flavor of Don Q rum shine. Find out more by visiting http://m.DonQ.com

SMS/MMS (cont.) ,[object Object]

3 RD PARTY APPLICATION SPONSORSHIPS ,[object Object],[object Object]

SEARCH ,[object Object],[object Object],Source: eMarketer, April 2009

PROXIMITY MARKETING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PROXIMITY MARKETING (cont.) ,[object Object],[object Object],[object Object]

LEAD GENERATION > CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

M-COMMERCE ,[object Object],[object Object],[object Object]

PROPRIETARY APPLICATIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

DOWNLOADS ,[object Object],[object Object],[object Object],[object Object],[object Object]

BOOKMARKS ,[object Object],[object Object],[object Object],[object Object]

DEVICE CUSTOMIZATION ,[object Object],[object Object]

COUPONING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

INTEGRATION ACROSS MEDIA ,[object Object],[object Object],Live NFL scores on your cell phone! Send a text message to 44636 (4INFO) with EXPRESS TEAM NAME (EXPRESS JETS) to sign up for team scores & news.

OUT OF HOME ,[object Object],[object Object]

ON-AIR ,[object Object],[object Object]

ON-PACKAGE ,[object Object],[object Object],[object Object]

VENUE ,[object Object],[object Object],[object Object]

TARGETING Behaviors: Categories of high-propensity Individuals. Based on mobile web browsing activity & premium mobile content purchase ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

TARGETING (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

TRACKING AND REPORTING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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