March 7, 2012

MOBILE MONETIZATION Current State and Future Trends

@polarmobile

Stephen Henrik Audience Development The Globe and Mail @stephenhenrik

Presenters

Kunal Gupta CEO Polar Mobile @kunalfrompolar

1 | Framework for the mobile media business 2 | Current state of mobile monetization

- Mobile Monetization programs 3 | Trends to Watch

- New Monetization Opportunities to plan for 4 | Case Studies 5 | Your unanswered questions

Goals of this Webinar

Mobile Media Framework

REACH ENGAGEMENT MONETIZATION

1 | Advertising 2 | Content subscription and purchase 3 | Marketing toward your existing business

Current state of mobile monetization

The current state of mobile ad units

IAB new Rising Stars formats

Projection: US Mobile Ad Spend

US Print vs. Online Ad Spending, 2011-2016 in $Billions

•  The money is already here to justify investment, but more coming

•  Educating digital and integrated sales teams is a key investment

•  Renewed focus on creative + context (recognizing that the opportunity is different on a mobile device than anywhere else)

What does this mean for mobile?

Case Study: Globe TIFF App

Selling an event-specific content app to advertisers is an exciting new opportunity

Opportunities for new ad sales

•  Multi-platform product launches •  Niche content apps •  New device or platform launch •  Creating exclusive offers

•  Apple Newsstand •  Other OEM systems •  Traditional Subscription Fulfilment

Content Subscription and Purchase

Subscriptions take a front seat

Amount Willing to Pay for Media Subscriptions All Connected Device Owners (n=11,955)

The hidden vacuum in mobile monetization

•  Building your digital presence to drive traffic to your primary desktop, print or live destinations

•  Maple Leafs example mobile > desktop

Marketing your existing business

MOBILE DESKTOP >

It’s all about screens!

Smart TVs

What’s next for ads

•  Location targeting •  Video pre-roll •  Micro-sites •  Merchandising •  User targeting across platforms

Future monetization opportunities

1 | Merchandising goods against content 2 | Advertising to the connected consumer 3 | The influence of Subscriptions will grow

Thank you

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