Keen to brush up on your mobile advertising lingo? This session will give you a back to basics overview of the mobile advertising ecosystem whilst leaving you excited and inspired about the opportunities mobile marketing has to offer. Focussing on the ever evolving ways in which companies and consumers communicate and purchase goods, we will look at how exactly mobile advertising is evolving and how it can be used to really elevate your brand. Using recent research on mobile media consumption and tablet usage, we will explore how innovative HTML5 rich media ad formats respond to the increased demand for targeted, personalised brand experiences. Finally we will highlight mobile advertising and rich media best practices in relation to how consumers are currently using their phones. You'll also learn how to: Produce a personalised, targeted, customer-specific mobile campaign Integrate mobile alongside your traditional marketing channels with a focus on "multi screening" Tailor your mobile marketing strategy to reflect current consumer media consumption trends Dispel the widely held myths about mobile adverts with a focus on rich media immersive experiences Can't make the call? Sign up anyway and we'll be sure to send you the recording. About the presenter: Zee Ahmad, Head of Business Development, InMobi UK Zee is InMobi’s Head of Business Development for the UK. He leads the UK’s supply side strategy, developing InMobi’s publisher portfolio, product mix and third party partnerships. Prior to joining InMobi Zee was the UK Sales Lead for Navteq Media Solutions, Nokia’s location based mobile ad network. He has over 10 years experience in digital and mobile advertising.

1. The Insider Track to Mobile
Marketing
Zee Ahmad
Head of Business
Development, UK
James Rogers
UK Agency Sales Manager

2. EME
North America
124m 124m
APAC
246m
JAPAN
Latin America Africa 16m
22m 35m
578M mobile consumers 93.4B impressions per month 165 countries
Our Network
Reaches 40% of mobile internet users, 200 times a month, through 26,000+ sites and apps

3. Simplifying Mobile Advertising
Mobile Analytics & Publisher
Mobile Reach Mobile Creative Monetization
Research
Largest Independent Leading HTML5 Universal Analytics & Publisher Monetization &
Mobile Ad Network Ad Creation Platform Research Solutions Mediation Platform

4. Mobile Myths

5. Mobile is
the same
as online

6. 32%
Media Usage
Spending
71% While watching TV time with
family
28% In the bathroom
In the UK, mobile we 39% Commuting 67% Lying in bed
time is “me” time; it is
usually a personal
rather than a shared 28%
media experience Social
event
64% Waiting for something 36% Shopping
| Base: All Respondents, n=999

7. Brand Advertisers and Agencies can build immersive ad
solutions utilising the innate features of the devices

8. Mobile is
Not a Focus
Channel

9. UK Media Consumption
Mobile share has
overtaken traditional
desktop/laptop media
consumption.
InMobi & On Device Research, Mobile Media Consumption Research, Wave 2: Q2 2012 N= 954

10. This offers a great
opportunity to further engage
with users through content
and brand re-messaging
Source: InMobi May 2012;

11. Mobile Ads
are Not
Engaging

12. Standard vs Mobile Banner Clickthrough
Rate by Region
1.60% 14
Difference(1X)
1.40% 12
1.20%
10
1.00%
8
CTR
0.80%
6
0.60%
4
0.40%
0.20% 2
0.00% 0
Asia-Pacific Europe, Latin North
Middle East America America
and Africa
Standard Banner Mobile Banner Difference (1X)
Source: eMarketer H1 2012
Mobile Banners Out-Preformed their Online Counterparts

13. Advertising Mobile Display and Online Display
Effectiveness Advertising's Effect on Brand Metrics
20
18
16
Average Delta Above Control
14
12
Mobile out-preformed in the 10
average change per metric
8
6
than the control groups 4
2
0
Ad awareness Message Aided brand Purchase Brand
association awareness intent favorability
Mobile Online
Source: Dynamic Logic, Q1 2012 USA

14. Macy’s Winter Collection Campaign
Increases Purchase Intent 134% Objective
‣ Brand Awareness &
Engagement
‣ Promote Macy’s Winter
Collection and holiday
promotions on iPad
Solution
‣ Rich-media ad unit featuring:
‣ Branded Video
‣ Interactive Product Catalogue
‣ Store Locator,
‣ Social Media Features
Results
Best Mobile ‣ Increased purchase intent 134%
discover tomorrow, today
TM
Campaign of 2011

15. I can’t reach
my target
audience

16. Advanced Targeting
Connects brands to their target audience by…
CONTENT GEO TARGETING
DEVICE/
CARRIER
DEMOGRAPHICS
BEHAVIORAL
RETARGETING
CONTEXT

17. Mobile ads
are Just for
Application
Developers

18. UKH1 2012 Sector Mobile Market Shares
60%
50%
50%
40%
32%
30%
18%
20%
10%
0%
Film and Other Games
Music
Source: Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC)
Some Industries are Adapting Quicker than Others

19. How well do you feel you understand mobile advertising
In 2012 overall 24%
on a scale from 1 to 10?
42% 48% 50% 50% Top 5
understanding stayed 1%
2%
5% 2%
3%
2%
3%
3%
3%
box %
the same, however, 14% 12%
5%
12%
9% 6% 10 Expert
However, there is still 8%
21%
19%
9
room for improvement
25% 8
16%
26%
19% 7
15%
22% 17% 6
What single thing would the mobile advertising industry need to do in
18%
order for you to increase your spend on mobile? 16% 20%
5
18%
22% 14% 12% 4
12%
13% 3
14% 12% 11%
12%
7% 2
8% 8% 5%
4% 4% 2% 3%
0
2008 2009 2010 2011 2012 1 No
results results results results results understanding
Source: IAB Snapshot Research
Base: 2008 (115) ; 2009 (106) ; 2010 (160); 2011 (406); 2012 (353)

21. Contextual
Advertising
Individual Personal
Experiences
with Mobile Device
Device learns user
patterns and is aware
of its surroundings
Bespoke,
personalized
Information about ads are targeted
the user pinged back at the user
to the ad server… based off the
assimilated context

22. Rich Media Examples

24. Simplifying Mobile
Zee Ahmad
Head of Business Development, UK
www.inmobi.com