How does the mobile channel fit in to a brands overall marketing strategy? Very carefully. Even with supersaturated penetration in the Irish Market marketing to people on their mobiles has yet to be effectively leveraged as a discreet advertising component. Some thoughts on how that can be remedied. Presented to agencies and clients at the Mobile Marketing Conference in Dublin September 2008.

2. “ Mobile advertising has been
over-hyped in the short-term but
under-hyped in the medium
to long term”
Sir Martin Sorrell
CEO WPP Group

3. “ T next big wave in advertising
he
is the mobile internet”
Eric Schmidt
CEO Google

4. The Importance of Being Mobile
Source : Nokia Research Center

5. People Lust Love Their Mobiles
2x as many people would keep their mobile over their TV
78% of people have their mobiles on at all times
63% would refuse to lend their phone to a friend for the day
26 hours - average time to report a lost wallet
68 minutes - average time to report a lost mobile
Source : BBDO, W ire le s s W orks : Exploring Ne w Brand Conne c tions , 2008

6. One Screen to Rule Them All
TV Personal Mobile Internet
households computers subscribers users
1.5B 900M 3.3B 1.3B
Source : International Telecommunication Union, 2008

7. Perfectly Practical Protocols
For Portable Promotions
Permission
Privacy
Preference

8. What Is This Mobile Strategy
of Which You Speak?
Deliver brand engagements
Build customer acquisition
Drive user activation

9. Case Study: Walkers Crisps

10. Ireland Mobile Penetration
Mobile Penetration Q2 04 - Q2 08
140%
5%
120% 3% 4% 5%
100%
80%
60%
111%112%114%112%114%114%115%
96% 94% 100%102%103%103%106%
40% 89% 88% 94%
Subscribers % of Population
20%
0%
Q2 04 3 04 4 04 1 05 2 05 3 05 4 05 1 06 2 06 3 06 4 06 1 07 2 07 3 07 4 07 1 08 2 08
Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q
Source : The Commission for Communications Regulations, Quarte rly Ke y Data Re port, S e pte mbe r 2008

11. Ireland Mobile Usage
Voice, SMS and MMS Volumes Q2 06 - Q2 08
3,000,000 40,000
2,849,278
35,000
2,500,000 2,208,290
30,000
MMS Volumes (000s)
2,450,731
2,000,000 1,732,087
25,000
1,892,277
1,500,000 20,000
1,388,330 15,000
1,000,000 10,610
8,012 10,000
7,728
Voice, SMS Volumes (000s)
500,000
5,000
0 0
Q2 06 Q3 06 Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08
Minutes SMS MMS
Source : The Commission for Communications Regulations, Quarte rly Ke y Data Re port, S e pte mbe r 2008

12. Ireland Mobile Internet
Broadband Subscriptions By Platform
1,200,000
222,330
186,038
1,000,000
127,530
88,413
800,000
45,000
600,000
400,000
823,357
797,478
Number of Subscribers 750,433
697,040
200,000 644,063
594,521
511,025
431,398
367,605
0
Q2 06 Q3 06 Q4 06 Q1 07 Q2 07Q3 07 Q4 07 Q1 08 Q2 08
Fixed Mobile
Source : The Commission for Communications Regulations, Quarte rly Ke y Data Re port, S e pte mbe r 2008

13. Western Europe Mobile Content
Local News 53% 5% 24%
Product Info 59% 5% 15%
Weather 39% 9% 29%
Tech News 53% 3% 15%
Lifestyle 53% 2% 12%
Intl News 50% 2% 14%
Health News 52% 2% 9%
Sports 30% 6% 21%
Entertainment 37% 5% 12%
Business 34% 2% 10%
Stocks 22% 2% 10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
PC Mobile Both
Source : Online Publishers Association, Going Mobile : An Inte rnational S tudy of Conte nt Us e and Adv e rtis ing on the Mobile W e b, Marc h 2007

14. “ You have no way to interrupt
because they can choose
what they can do”
Andrew Robertson
CEO BBDO

15. Media Fracture
1965
You could reach 80% of the population
with 3 :60 second spots on TV
2008
You would need 120 prime time
commercials to reach that many people
Source : BBDO, W ire le s s W orks : Exploring Ne w Brand Conne c tions , 2008
Ima ges : http://flickr.com/photos/trekkyandy/178492203/, http://flickr.com/photos/sigalakos/2869118255/

16. Case Study: Barack Obama

17. Media, What ’s It Good For?
IN T E R A C T IV E
PC Mobile
Outdoor
A N O N YM O U S P E R S O N AL
TV
Radio
DM
Print
S T A T IC

18. The 7 th Wave of Mass Media
{
Print
Recordings
Cinema
Radio
TV
Internet
Mobile

19. Mobile Convergence

20. Case Study: Nike

21. What ’s the Deal With This Whole
Mobile Thing Anyway?
Mobile Pros Mobile Cons
Personal User experience
Always there Intrusive
Always on Platform diversity
Built in payment mechanism Network costs
“Prosumption” Measurability shortcomings
Personalized
Social/Contagious

22. Want Some Ads With That Mobile?
Highly interested
Moderately interested
Source : Mobile Marketing Association, Mobile Marke ting Attitude and Us ag e S tudy , 2008

23. Case Study: Blyk

24. The Mobile Platform Ecosystem

25. The Mobile Metrics Ecosystem

26. Measure Once ,
Cut a Whole Bunch of Times
Mea surability Issues Measura bility Solutions
Client-side scripting Network cooperation
Cookies Link redirection
HTTP referral data HTTP header analysis
Caching issues Unique image beacons
Access point clarity Hand raising

27. “ I know that half of my
advertising dollars are wasted…
I just don’ t know which half”
John Wanamaker
The father of modern advertising

28. Thanks !
Mark Congiusta
Head of Interactive
Irish International BBDO/Proximity
mark.co@iibbdo.com
Twitter/Skype: interactivemark