Ad:tech SF 2009 ADSPACE Mobile Advertising

5thfinger© 5th Finger 2009

www.flickr.com/photos/35798967@N08/3307330817

THE GLOBAL AUTHORITY ON MOBILE MARKETING

© 5th Finger 2009

1. What We Do

2. Mobility Planning

3. Innovation @ 5th

4. Example: Mobile Elements

Ad networks

& Targetin

g

Creative &

Post Click

Case Study

http://www.flickr.com/photos/11266609@N00/2872069583/

Presenter: Steen Andersson Co-Founder & Vice President

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Slow Networks3G

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Under Powered

Handsets

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But finally…

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Better Networks

&

Better Handsets

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Tapping into context.

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so, as an advertiser, what are the critical things you need to know about mobile?

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Know your mobile Ad Networks…

Direct Response(Long Tail of Publishers)

Branding(Premier)

High TrafficVolume

Lower Traffic VolumeChart: North American Ad NetworkInventory Mix (Source 5th Finger)

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so once you've chosen your networks, how does one go about targeting?

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what about the latest banner formats?

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OUT ON DVD & BLURAY RIGHT NOW!

Click to Purchase (Amazon)

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Click to Purchase (iPhone)

5thfinger© 5th Finger 2009© 5th Finger 2009

Interactive & Video Banners

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how do we drive ROI post click?

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SMS Coupons/Vouchers

Click to Call

Branded Content Downloads

SMS Alerts

WAP Coupons

Sales Promotion Sweepstakes

Download Mobile Wallpapers

Videos (Trailers, etc)

E-commerce

Beyond the Banner (Driving ROI)

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5thfinger© 5th Finger 2009

“Hello, welcome to Verizon…”

Call to 188-332-4307

Duration 4s

Click to Call

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COFFEEHOUSELOCATOR

Enter your zip-code:

SUBMIT

COFFEEHOUSELOCATOR

Store Locator

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Check out our new summer styles. Visit your local SGH and give them the code “SGH008” to receive 10% your next purchase of $100 or more.

Get the latest styles!Enter your phone number here to receive coupons and more:

GO

CLICK HERE

Retail Coupons/Vouchers

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Your name

Register for a test drive:

Your Mobile #

SUBMITThank you for your interest. We will be in touch soon.

Lead Capture

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TY 4 signing up 4 Victoria’s Secret text messages. Reply “Y” to get up to 4 msg/month.

UR now on the VS mobile list! Look for exclusive offers, event coverage & new product info.

Subscribe for Victoria’s Secret Mobile AlertsEnter your phone number here:

GO

CRM & Loyalty

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Win a new iPhone 3G phone!*

Click Here to EnterOr text WIN to 95294

*Winner drawn on

12/31/2008.

Enter your Name and Mobile # to enter:

Your Name

Mobile #

SUBMIT

THX. You’ve been entered in the draw. Winner drawn on 12/31. Std msg rates apply.

Sweepstakes

© 5th Finger 2009

Why mobile works for Land Rover…

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PC Home 119,876,000 Mobile:

38,083,000

Source: Nielsen Mobile TotalWeb Report Q1 2008

Mobile Web provides

an average of 14% lift in audience over the Home PC Audience

Extending Reach…

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Larger % of page

real estate vs PC

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High Click Through Rate (CTR): 1.5% aver

On average, for the InsightExpress® studies ran for last 12 mths, mobile provided 5X lift (in brand metrics) over that of Internet ad campaigns

5thfinger© 5th Finger 2009

LAND ROVER

Moving from PC to Mobile...

5thfinger© 5th Finger 2009

LAND ROVER

Moving from PC to Mobile...

$1.6M digital media budget goes to mobile…

5thfinger© 5th Finger 2009

www.flickr.com/photos/35798967@N08/3307330817

THE GLOBAL AUTHORITY ON MOBILE MARKETING