In mobi mobile-squared-anne

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World’s Largest IndependentMobile Ad Network

5 MOBILE MYTHS & T Anne Frisbie, VP & Managing Director, North America

October 2010

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1. Mobile… It’s Just Like Desktop!

2. I Only Want Hyper-Targeting.

3. Can We Talk About What’s New?

4. Consumers Are Not Ready.

5. No Thanks, I Prefer To Wait.

MOBILE5MYTHS

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1MOBILE…IT’S JUST LIKE THE DESKTOP!

Call Content Viral Purchase Search

25%22%

20%18% 18%

Mobile Ads Consumers Would Click On

U.S. Total

Base = Test respondents (n=2,145)

Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]4

CONSUMER INTEREST IS LINKED CLOSELY TO THE CONVENIENCE OF THE DEVICE.

Call Content Viral Purchase Search

31%24% 22% 20% 22%

Base = Test respondents (Male=2,011; Female=882)

Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]

Call Content Viral Purchase Search

19% 19% 19% 16% 13%

Mobile Ads Consumers Would Click On

Male

Female

MEN AND WOMEN ARE ENGAGED ON MOBILE DIFFERENTLY

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MOBILE IS NOT THE DESKTOP.

BROAD CREATIVE AND CALLS TO ACTION SHOULD LINK TO DEVICE USAGE.

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2CAN WE TALK ABOUT WHAT’S NEW?

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IAD IS GREAT, BUT LET’S NOT GET CARRIED AWAY

“IT’S A REALLY SMALL AUDIENCE—FROM A SCALE PERSPECTIVE NOT REALLY THERE,” SHE SAID. “FOR IAD TO MAKE SENSE, YOU HAVE TO BE A CLIENT TARGETING AN APPLE TECHY AUDIENCE, BECAUSE ALL OF THE OTHER PLATFORMS ARE LEFT OUT…

“IT’S NOT EFFICIENT FOR ME TO RECOMMEND SOMETHING LIKE IAD WHEN I’M TRYING TO PULL MAXIMUM REACH FOR MY CLIENTS…”

“IT’S REALLY A PR MOVE.”

JAMI LAWRENCE COMMENTS FROM PUBLICIS MODERN IN NEW YORK – 14 SEPTEMBER 2010

Go to www.InMobi.com/research to download

IPHONE REPRESENTS A MINORITY OF THE MARKET

Reminded you of something important

Been relevant to who you are or what you are doing

Saved you time

Saved you money

Helped you find something nearby

Given you somethingfor free

Entertained you

Helped you learn more about something

Introduced you to something new

21%

22%

24%

25%

27%

29%

30%

35%

47%

Benefit of Mobile Advertisements Seen in the Past

U.S. Total

Base = Control respondents (n=1,506)

Q4. Has a mobile ad ever…? [check all that apply]

ALL STAGES OF THE FUNNEL ARE REPRESENTED;AWARENESS IS THE #1 CONSUMER BENEFIT

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FOCUS ON WHAT WORKS, NOT

JUST WHAT IS NEW. SCALE AND REACH WORK.

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3I ONLY WANT HYPERTARGETING

CASE STUDY: SALTO ALTO SHOES

OBJECTIVES• PROMOTE THE BRAND SALTO ALTO AMONG WOMEN AGES 25-44 , AFFLUENT, INTO FASHION

• ENCOURAGE SALES OF THEIR DESIGNER SHOES

• LEAD GENERATION FOR CRM MARKETING

SOLUTION• INMOBI RAN THE CAMPAIGN TARGETING EXCLUSIVELY THE AUDIENCE THAT THE BRAND WAS LOOKING FOR

• WE COMPLIMENTED THE SPEND WITH A BROAD BASED NETWORK BUY

TARGETED BUY:• HIGHLY TARGETED (WOMEN, 25 - 44, HIGH END DEVICES)• NO MEDIA “SPILLAGE”• LESS THAN 10% OF THE CLICKS

SUPPORTING BROAD BUY:• BROAD BASED CAMPAIGN•USE OF POST-CLICK AD ROI TRACKING TECHNOLOGY (ADROIT™)•10X INCREASE IN CLICKS VS. TARGETED BUY• 35% WITHIN TARGETWHICH WAS A 400+ INDEX VERSUS MARKET INCIDENCE

RESULTS: SALTO ALTO SHOES

Where the incidence of this target in Australia is just 9%

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DiscoveredCustomers

Targeted Run of

Network

1. MAINTAIN TARGETED REACH

2. DISCOVER NEW SEGMENTS

BENEFITS: TWO OPTIONS

Broad Run of Network

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TARGETING IS A GUIDELINE,

NOT THE GOAL. RETAIN THE VALUE OF MOBILE ADVERTISING.

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5CONSUMERS ARE NOT READY YET.

very com-fortable

somewhat com-fortale

no opinion somewhat com-fortable

not comfortable

38%

25%

16%

10%12%

Level of Comfort with Mobile Advertising

NEARLY TWO-THIRDS OF US CONSUMERS ARE COMFORTABLE WITH MOBILE ADS.

Base = Total respondents (n=4,399)

Q3. How comfortable are you with mobile advertising? 18

Male Female

71%53%

14%

18%

16%29%

Top 2 Box NeutralBottom 2 Box

Base = Total respondents (Male=3,194; Female=1,205; Under 25=2,327; 25-44=1,662; 45+=410)

Q3. How comfortable are you with mobile advertising?

Level of Comfort with Mobile Advertising

Under 25 25 - 44 45+

73%62%

51%

11%16%

20%

15% 22% 29%

Top 2 Box NeutralBottom 2 Box

WHILE ALL DEMOS ARE POSITIVE, MALES AND YOUTH ARE MOST RECEPTIVE

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CONSUMERS APPRECIATE A REAL EXCHANGE OF VALUE.

TOP TIER BRANDS OFFER VALUE IN THE MOBILE CHANNEL.

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6NO THANKS. I PREFER TO WAIT.

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MO

NT

HLY

PA

GE

VIE

WS

(M

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MOBILE INTERNET CASE STUDY: JAPAN

• PC WEB USAGE DECLINES AS MOBILE WEB GROWS • MOBILE WILL BECOME THE PRIMARY CHANNEL IN THE EU AND US

DESKTOP CANNIBALIZATION WILL HAPPEN QUICKLY

• CONSUMERS ACCESS FACEBOOK BY PHONE 25% MORE OFTEN THAN BY COMPUTER

• MOBILE USERS BROWSE LONGER (8 HOURS PER MONTH VS. JUST UNDER 7 HOURS )

Product: MMM (Mobile) + Media Metrics (PC)

Data: January 2010

Mobile Internet PC Internet0%

10%

20%

30%

40%

50%

60%

70%

80%

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

33%

75%

43.3

34.7

Facebook Mobile vs PC Internet

% Reach Average Visits per Visitor

% R

each

Aver

age

Visit

s per

Visi

tor

Mobile Internet PC Internet0.0

100.0

200.0

300.0

400.0

500.0

600.0

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

486.7419.5

45.2

32.4

Facebook Mobile vs PC Internet

Average Minutes per Visit Average Minutes per Usage Day

Aver

age

Min

utes

per

Visi

t

Aver

age

Min

utes

per

Usa

ge D

ay

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2404/11/2023

Last year consumers spent just under $10 billion on mobile apps globally, and Jupiter predicts this to triple to $32 billion in 2015.

Dollars spent on apps will exceed music industry sales ($20 billion) by 2012.

$300 billion predicted to be spent in 2015 on the sale of digital and physical goods via mobile phones with over $200 billion of that on digital goods. – Jupiter Research

MOBILE COMMERCE IS ALREADY HERE

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Users were invited to use the iPhones GPS functionality to locate their nearest dealer.

This data enabled AKQA to directly trace purchases of the GTI Mark VI directly back to the app.

VOLKSWAGON APP GENERATES $4 MILLION IN CAR SALES

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UNDERSTAND MOBILE AND LEVERAGE IT’S REVOLUTIONARY

TECHNOLOGY. MAINTAIN JOB SECURITY.

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Thank You.

Anne Frisbie,VP & Managing Director, North America

anne.frisbie@inmobi.com