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11/10/2010 1
World’s Largest Independent
Mobile Ad Network
5 MOBILE MYTHS & TIPS
Anne Frisbie, VP & Managing Director, North America
November 2010
11/10/2010 2
1. Just Like Desktop!
2. Can We Talk About What’s New?
3. Only Want Hyper-Targeting.
4. Consumers Aren’t Ready.
5. I’ll Wait till …
MOBILE5MYTHS & TIPS
11/10/2010 3
1MOBILE…IT’S JUST LIKE THE DESKTOP!
25%22%
20%18% 18%
Call Content Viral Purchase Search
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
UNIQUE WAYS TO ENGAGE CONSUMERS … IT’S
MOBILE, ENTERTAINING, SOCIAL, AND A PHONE.
31%24% 22% 20% 22%
Call Content Viral Purchase Search
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]
19% 19% 19% 16% 13%
Call Content Viral Purchase Search
Mobile Ads Consumers Would Click On
Male
Female
MEN AND WOMEN ARE ENGAGED ON MOBILE DIFFERENTLY
5
11/10/2010 6
MOBILE IS NOT THE DESKTOP.
BROAD CREATIVE AND
CALLS TO ACTION SHOULD
LINK TO DEVICE USAGE.
11/10/2010 7
2CAN WE TALK ABOUT WHAT’S NEW?
Go to www.InMobi.com/research to download
IPHONE IS GREAT, BUT IT REPRESENTS A MINORITY
JAMI LAWRENCE, ASSOCIATE
DIRECTOR MOBILE
MARKETING AT PUBLICIS
MODEM, SEPTEMBER 14,
2010
“IT’S NOT EFFICIENT FOR ME TO
RECOMMEND SOMETHING LIKE
IAD WHEN I’M TRYING TO PULL
MAXIMUM REACH FOR MY
CLIENTS…”
21%
22%
24%
25%
27%
29%
30%
35%
47%
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
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
9
11/10/2010 10
FOCUS ON WHAT WORKS, NOT JUST
WHAT IS NEW. WHAT’S THE
REAL GOAL?
11/10/2010 11
3I ONLY WANT HYPERTARGETING
CASE STUDY: SALTO ALTO SHOES
OBJECTIVES
• PROMOTE THE SALTO ALTO BRAND AMONG
TARGET AUDIENCE (WOMEN AGES 25-44,
AFFLUENT, INTO FASHION)
• ENCOURAGE SALES OF THEIR DESIGNER SHOES
• GENERATE LEADS FOR CRM MARKETING
SOLUTION
• INMOBI RAN THE CAMPAIGN TARGETING
EXCLUSIVELY THE AUDIENCE THAT THE BRAND
WAS LOOKING FOR
• WE COMPLIMENTED THE TARGETED BUY 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 TARGET WHICH WAS A 400+
INDEX VERSUS MARKET INCIDENCE
RESULTS: SALTO ALTO SHOES
Where the incidence of this target in Australia is just 9%
11/10/2010 14
TARGETING IS A GUIDELINE, NOT
THE GOAL. LEVERAGE
ANALYTICS TO DRIVE REACH
& EFFICIENCY.
11/10/2010 15
4CONSUMERS ARE NOT READY.
38%
25%
16%
10%12%
very comfortable somewhat comfortale
no opinion somewhat comfortable
not comfortable
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?
16
71%53%
14%
18%
16%29%
Male Female
Top 2 Box Neutral Bottom 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
73%62%
51%
11%16%
20%
15% 22% 29%
Under 25 25 - 44 45+
Top 2 Box Neutral Bottom 2 Box
WHILE ALL DEMOS ARE POSITIVE, MALES
AND YOUTH ARE MOST RECEPTIVE
17
11/10/2010 18
CONSUMERS ARE READY. ARE
YOU?
11/10/2010 19
5I PREFER TO WAIT
11/10/2010 20
MO
NT
HLY
PA
GE
VIE
WS
(M
M)
MOBILE INTERNET CASE STUDY: JAPAN
• WITHIN ONLY 3 YEARS, MOBILE WEB BECOME PRIMARY CHANNEL
• PC WEB USAGE DECLINED & NOT JUST IN TERMS OF SHARE
11/10/2010 21
Last year consumers spent just under $10 billion on mobile apps globally, and Jupiter predicts this to triple to $32 billion in 2015.
Money 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
“In the last twelve months, customers around the world
have ordered more than US $1 billion of products from Amazon
using a mobile device," – Jeff Bezos, founder and CEO of Amazon.com (July 2010).
11/10/2010 22
MOBILE IS NOT THE FUTURE; IT IS
NOW. MAINTAIN JOB SECURITY.
