June 11, 2009

MOBILE 101 LUNCH ‘N’ LEARN: The Most Seen Screen

Introduction

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BRIEF HISTORY OF MOBILE

• Early 90’s mobile phone providers began offering customization to users

– Device covers, ringtones, wallpapers

• As customization became widely popular, mobile providers began charging customers for these assets

• Mobile providers began pushing large collections of ringtones, banners, wallpapers, etc. via offline media

• With the advancement of digital media, mobile companies developed ways to offer ad-supported mobile content to consumers

– SMS, applications, banners, and more

• Today, mobile phones are practically portable PCs (as opposed to traditional telephones) and thus have much of the same advertising potential as other forms of digital media

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Dr. Martin Cooper of Motorola, made the first US analogue mobile phone call on a larger prototype model in 1973.

THE CONVERGED DEVICE

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“Always with you”

WHY MOBILE?

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Who is Using Mobile?

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MASS REACH

• US is going mobile…― 305 million people in the US― 267 million mobile phone

subscribers― 115 million subscribe to

mobile web― 49.7 million actively use the

mobile web each month

• Worldwide, there are 4.3 billion mobile phone subscribers

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Source: Nielsen Mobile, May 2008

MONTHLY MOBILE INTERNET UNIQUE AUDIENCE

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Data is in millions

28.1% YTY Increase in Mobile Unique Audience

28.1% YTY Increase in Mobile Unique Audience

Source: Nielsen Mobile, May 2008

Jan2009

Feb2009

EXPECTED GROWTH OF MOBILE INTERNET USERS

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By 2013, there will be 134 million+ 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

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

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53.0% IncreaseYTY (US)

53.0% IncreaseYTY (US)

Source: comScore m:metrics, December 2008

US MOBILE INTERNET USER PROFILE

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Source: Nielsen Mobile, May 2008

Key FactsDemographically 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

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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

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2009 AdMob, Inc. Confidential & Proprietary

% Growth Among Top Internet Categories from 2008 to 2009

MOBILE PROVIDES LIFT IN KEY METRICS

• Over 3 times more powerful than online for raising purchase intent, brand favorability and ad awareness

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Source: Dynamic Logic AdIndex July 08Source: Dynamic Logic AdIndex July 08

2.6

5.6

23.9

3.0

12.2

1.7

5.4

1.5

4.76.9

Aided BrandAwareness

Ad Awareness Message Association

BrandFavorability

Purchase intent

Mobile Opportunities

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OPPORTUNITIES OVERVIEW

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• Mobile works at a very personal level, allowing brands to develop an on- going dialogue with their customers to build brand loyalty

• Used for either branding or direct response– Branding: full-screen interstitials, expandables, mobile video with pre-,

mid-, post-roll or live event production, and original branded content in branded channels

– DR: mobile clubs, loyalty programs, mobile CRM, contests, sweepstakes, on-pack, retail POS, hook-ins to supply chain management system on retail level

• Integration of traditional and digital media– Mobile marketing campaigns can be optimized and uniquely measured

(via SMS) across all media formats – TV, print, OOH, online, mobile, etc.

MOBILE OPPORTUNITIES

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• Internet Banners• Internet Textlinks• Internet Pre-Roll Video• SMS/MMS• 3rd Party Application Sponsorships• Search• Proximity/Location-Based

• Lead Generation > CRM• m-Commerce• Proprietary Applications• Downloads• Bookmarks• Device Customization• Couponing

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SMS Reply Click to WAP Voice Reply Click to Video Click to App

INTERNET BANNERS/TEXTLINKS/PRE-ROLL VIDEO

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• Similarly to online advertising, purchase banners, textlinks, or pre-roll video to run across publishers’ mobile sites

• Buying done at the site/publisher and network levels

SMS/MMS

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• SMS (Short Message Service): common term for the sending of "short" (160 characters or fewer, including spaces) text messages to mobile phones

• MMS (Multimedia Messaging Service): can include not just text, but also sound, images and video

• Allows advertisers to:– Promote the brand and create an opportunity to interact with the audience – Evaluate the effectiveness of campaigns through response rates – Get instant response at points of interest and collect valuable customer data

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SMS/MMS (cont.)

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• SMS/MMS can also be integrated with other forms of digital media such as console gaming

3RD PARTY APPLICATION SPONSORSHIPS

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• Reach a captivated audience of mobile consumers within trusted applications

• Can choose applications and devices

SEARCH

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• 5.2 million US mobile search users• Expected to grow to 56.3 million by 2013

Source: eMarketer, April 2009Source: eMarketer, April 2009

PROXIMITY MARKETING

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• Bluetooth: global standard for wirelessly connecting devices such as mobile phones, computers, cars, MP3 players and more

– When consumers walk by kiosks, enter shopping centers, or attend events, marketers can push branded video games, mp3s, in-store specials and promotions (content is sent directly to mobile phone)

• Location-Based Services (LBS): utilize the geographical position of the mobile device

– Location based maps of user’s current location, routing services to provide directions

– Real time information about traffic conditions

– Identification of particular points of interest based on user preferences

PROXIMITY MARKETING (cont.)

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• Interactive POS/POI: interactive screen on store front showing a 3D ‘virtual reality store’ and product promotions– Users can find out more about particular products, their

functionality and their price– Can text a short code on their mobile to receive a discount

voucher for any product promotions, to redeem when the shop reopens

LEAD GENERATION > CRM

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• Lead Generation– Capture user data through sign-ups,

requests for information, sweepstakes entries

Email addresses, phone numbers, names, etc.

• Ability to implement mobile CRM once the leads are captured– Mobile customer relationship management is a combination of

processes, and strategies implemented by an organization that unifies its customer interaction and provides a mechanism for tracking customer information

Identify target groups within the customer base according to selected criteria or demographics

Send mobile campaign-related material (e.g. information on special offers) to selected recipients

Track, store, and analyze campaign statistics, including tracking responses and analyzing trends

M-COMMERCE

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• Ability to conduct financial transactions using mobile devices

• Currently, mobile content purchase and delivery mainly consists of the sale of ringtones, wallpapers, and games for mobile phones

• Nokia is working to develop phones that will allow consumers to pay for items (or pay each other) via text messages or other cell phone applications, similar to Exxon Mobile’s Speedpass where consumers can “swipe ‘n’ go”

PROPRIETARY APPLICATIONS

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• Software programs that are downloaded, installed and perform specific tasks on a mobile device

– (Multi)media and entertainment – Games– Social networking– Productivity– Utilities– Education and reference

DOWNLOADS

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• Ringtones• Wallpaper• Music• Games• Videos

BOOKMARKS

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• Advertisers buy a link to their brand’s mobile site on select handsets

• Unique inventory• Can be purchased by device and/or country• Long lead times

DEVICE CUSTOMIZATION

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• Allows companies to brand a device/handset and packaging

• Has not yet made it to the US, but is prominent in Brazil

COUPONING

• Lack of infrastructure is currently holding back growth of mobile coupons in Western Europe and North America

– Coupons delivered and redeemed via mobile phones are forecast to be used by 200 million mobile subscribers globally by 2013

• As well as increased redemption rates, mobile coupons have a number of advantages over their paper cousins including:

– Real-time offers– Geo-targeting– Time-of-day redemption tracking– Stimulate impulse purchases– Cost efficiency

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Opportunities to Integrate Mobile with Traditional Media

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INTEGRATION ACROSS MEDIA

• Integrating mobile with traditional media allows for measurability and tracking of offline media

– Print ads have the opportunity to incorporate SMS text messing into their advertising message

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OUT OF HOME

• Brands have opportunity to engage consumers through SMS text messaging as they pass out of home messages

• Incorporate an SMS short code to message for consumers to receive updates, coupons, etc.

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ON-AIR

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• SMS programs work by prompting viewers to send their votes and opinions to their favorite shows via text messaging, and is especially popular with the youth demographic

• SMS TV is increasing program viewership and loyalty

ON-PACKAGE

• The most straightforward form of mobile marketing is on–package marketing, the imprinting of short codes and keywords directly on packaged goods

• Consumers text these keywords to short codes to receive rebates, enter contests or simply interact with the brand

– Large volume on–package promotions have produced response rates ranging from 8-20%

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VENUE

• Brands/Venues can foster engagement and interaction with consumers while attending various events using SMS/MMS

– Attendees can send personal messages to a short code (promoted at the venue) which will then be displayed on the jumbotron or LED screen

– At sporting events, send fans text alerts about player injuries and breaking news, or allow them to vote for their favorite players and highlights

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Targeting, Tracking, and Reporting

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TARGETING

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Behaviors:Categories of high-

propensity Individuals. Based on mobile web browsing activity &

premium mobile content purchase

Content Categories:Search & Directories

News & FinanceEntertainment

Mobile CommunicationsPremium Content & Downloads

SportsWeather

Demographics:Age

GenderHH IncomeGeographyEducation

Presence of Children

EthnicityMarital Status

Dayparts:Time of Day Day of Week

TARGETING (cont.)

• Geographic– Zip code, DMA, state, country– Location-based targeting

Target users based on their exact location and serve them ads for restaurants, attractions, stores, etc. in their nearby vicinity

• Device Targeting– Target based on type of device as well

as mobile carrier Ex. Target only iPhone users

• Custom Targeting– Many publishers can work with

advertisers to provide a combination of traditional targeting options

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TRACKING AND REPORTING

• Mobile publishers have the ability to track and report on a number of key digital metrics

– Impressions, clicks, conversions/ROI, click-to-calls, SMS replies, and other types of user engagement

– WAP/mobile site activity can also be measured and analyzed

• 3rd party tracking and reporting is possible with some (but not all) publishers

– Allows us to pixel creative, which will track in our system and provide us with immediate access to campaign data

– If 3rd party tracking is not feasible, we are unable to include mobile in path-to-conversion measurement and reporting

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• Ability to track mobile campaigns allows on-going optimization

– At the site, placement, and creative levels– Based on typical metrics such as CTRs, CRs,

CPCs, etc.

Mobile is no longer an “emerging media”…

…it is here.

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