Reaching the On-the-Go Patient With Mobile Advertising

Agenda

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• Mobile Has Arrived

• The Value of Mobile Advertising

• Mobile Advertising Case Studies

• AT&T Mobile Display and YP.com

• Other Mobile Marketing

Mobile Has Arrived

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Besides our wallet and our

car keys, it’s the one

device we never leave

home without

Mobile Has Arrived

Technology paves the way…

• There are 5.3 billion mobile subscribers (that's 77 percent of the world population). 1

• Mobile marketing budgets to rise 124% from 2010 to 2011, roughly 4% of overall marketing budgets2

• Revising its estimates upward for 2011 and onward, eMarketer projects that mobile ad spend for 2011 will total $1.23 billion. The figure represents a 65% increase over 2010.

4 1. Mobilhinking, July 2011 2. E-Marketer, October, 2011

Mobile Has Arrived

Mobile Ad Spending Projection

5 eMarketer, October 2011

Mobile Has Arrived

Smartphone Penetration by Age Group

6 Nielsen Research, Nov 2011

Mobile Has Arrived

Most Mobile Initiatives are Customer Focused

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Forrester Research, Mobile Channel Strategy, June 2011

Base: 58 global eBusiness managers who have a mobile strategy in place

Mobile Has Arrived

8 Source: E-Marketer, January 2011

Mobile for Healthcare to Triple…

Mobile Has Arrived

Smartphones Pave the Way to Mobile Health

9 1. research2guidance, Dec, 2010

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Mobile Has Arrived

Mobile Apps for Healthcare Professionals

Memorial Hermann Healthcare System An iPhone and state-of-the-art medical app like AirStrip OB lets Memorial Hermann’s physicians keep a finger on patients’ pulses even when they can’t be at their bedsides.

Doylestown Hospital An app lets doctors get access to patients’ vital stats, medical reference applications, and breaking health alerts to provide collaborative and efficient patient care.

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Mobile Has Arrived

Mobile Apps for Healthcare Consumers

Baltimore’s Harbor Hospital is using location-based mobile technology in its new mobile communication initiative. A landing page allows mobile users to quickly find Harbor Hospital and get directions from their mobile location. AskMyOBGYN is a consumer app that allows women to ask an OBGYN questions about their health.

Welldoc produces an app that lets diabetic patients manage their diabetes.

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Mobile Has Arrived

What are Mobile Banner Ads?

Graphical mobile Internet ads that when “tapped” will take you to the client’s website.

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VALUE OF MOBILE ADVERTISING

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Why Mobile Display Advertising?

• Increase traffic to your hospital or foundation website

• Launch new healthcare service lines or building additions

• Announce new physicians to the staff

• Increase recognition of your healthcare brand

• Announce periodic promotions such as health fairs

• Reach out-of-town visitors looking for healthcare

Value of Mobile Advertising

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• Print media with 2D Codes

• Mobile media with click-thru (display, video, etc)

• Mobile media with GPS triggered offer

• SMS Alerts

• Mobile Website

• Mobile Media

• 2D Codes

• Mobile Website

• IVR/Click-2-Call

• Mobile Commerce

• SMS Alerts

• Downloads

• Applications

Value of Mobile Advertising

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SMS: 63%

Search: 24%

Display: 13%

2008 Total Market: $160 Million

SMS: 9%

Search: 73%

Display: 18%

2014 Total Market: $4 Billion

$0.0

$0.5

$1.0

$1.5

$2.0

$2.5

Projected U.S. Mobile Advertising Revenue By Type (Billions)

Source: Kelsey Group, June 2011

Value of Mobile Advertising

Mobile Ad Spending up Nearly 80% in 2010 to $790 Million

Value of Mobile Advertising

Mobile Drives Advertising Effectiveness

17 eMarketer, October 2011

Value of Mobile Advertising

Smartphones are shopping companions. Smartphones users….

18 Google Study: The Mobile Movement: Understanding Smartphone Users, April, 2011

Browse

81% browse the internet

Search

77% use search websites

Act

74% make a purchase

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MOBILE ADVERTISING CASE STUDIES

Mobile Advertising Case Studies

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1 million impressions

144% increase in bookings

Mobile Advertising Case Studies

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Mobile Advertising Case Studies

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Tens-of-thousands of opts-ins for 31 locations in 14 months

Mobile Advertising Case Studies

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Mobile Advertising Case Studies

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• 30%-35% higher response

• 5-10% lower cost per click

Mobile Advertising Case Studies

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Most successful SMS donation program ever recorded

Mobile Advertising Case Studies

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• Double redemption rates

• 60% reduction in cost

Mobile Advertising Case Studies

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• Data on 98,000 toilets worldwide

• Ranked 8th in the “travel” section in August 2009

• Featured in mainstream TV shows

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AT&T MOBILE DISPLAY AND YPMOBILE

From the YPmobile app

Free app preloaded on most AT&T devices, or requires download for other network devices

Pre-loaded or downloaded on over 40M devices

Through the web

All web-enabled phones can access YPmobile on the mobile web through their browser: m.yp.com or yp.com

YP.com Mobile - Access made easy

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Mobile Products

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Mobile Premier Listing (MPL) Mobile Display

YPmobile Premier Listing

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• Limited Inventory Ad Unit

• Unique pre-determined placement on YPmobile. Appears ABOVE organic search results

• Advertiser placed in 1 of 3 rotations. Up to 2 Mobile Premier Listings and one PPC will be rotated in the sponsored slot in equal proportion.

• Click on Listing directs to MIP

• Additional value: May appear on MIPS of free listings on YPmobile

Receives additional priority in mobile distribution

• Guidelines Sold in all geographies

Only 2 available per Cat/Geo combo

12 month subscription only

Advertiser limited to 1 per Cat/MZ per listing

“Apple, the Apple logo, iPhone, and iPod touch are trademarks of Apple Inc., registered in the U.S. and other countries.”.

Mobile Display

Mobile Banner Ads on ATT Portals:

ATT.net/MEdia Net

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Banner Ads on YP.com mobile

20.7 M Unique visitors 1 Ad per page

1.7M Unique visitors 15M avg monthly impressions

ATT.net/MEdia Net

• ATT.net/MEdia Net is the web browser for all AT&T web enabled mobile phones (excludes iPhone)

#1 carrier mobile web portal - 1/3 of all mobile users

170 million monthly mobile impressions

20 million unique monthly visitors

40 content partners – The Weather Channel, CNN, MLB, and more

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ATT.net/MEdia Net

• Top-of-page display ads on ATT.net/MEdia Net Placement on Home Page and select

categories:

- Homepage - Entertainment

- News - Finance

- Sports - Weather/Travel

Geo-Targeting: nationwide, metro, Zip-codes and verticals

Demographic and contextual targeting

4 banner sizes to fit most phones

Monthly reporting showing impressions & click through rate

Static graphic with actionable content

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ATT.net/MEdia Net

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Hyper-Targeted Display

• Content Page (shopping, music, healthcare, etc)

• Phone Type (make and model)

• Day-parting

• Geo-targeting

• Mobile Use/Purchases

• Expiring Contract

mo

bile

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xt

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mo

grap

hic

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• Age

• Gender

• Occupation

• Children in HH

• Spoken Language

• Homeowner/Renter

• Credit Card Holder

• Ethnicity

• Marital Status

• HH Income

AT&T’s exclusive data from our subscriber customer base enables hyper-targeting

YP.com Mobile

An extension of YP.com

Top 100 mobile web site with over 2 million monthly unique visitors

Pre-loaded on over 40 million AT&T phones

18 million local listings, 1.5 million consumer deals/coupons, and 9 million consumer reviews

2 million unique visitors, 8 million searches

125% year-over-year growth (2010)

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YP.com Mobile

YP.com on various devices

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2 million unique visitors

YP.com Mobile

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YP.com Mobile

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YP.com Mobile Extensive Distribution Network Both large and small publishers are on the YPmobile Network

Smaller publishers, like above distribute platform specific listings

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YP.com Mobile

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OTHER MOBILE MARKETING

Other Mobile Marketing

SMS texting

Advertisers send marketing messages (coupons and sales offers) directly into the hands of consumers via text messages.

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Other Mobile Marketing

SMS texting – Who Texts?

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Age Group Average Number of Monthly Calls*

Average Number of Monthly Text Messages*

All Subscribers 204 357

Ages 12 & Under 137 428

Ages 13 – 17 231 1,742

Ages 18 – 24 265 790

Ages 25 - 34 239 331

Ages 35 – 44 223 236

Ages 45 – 54 193 128

Ages 55 – 64 145 38

Ages 65+ 99 14

Prime Healthcare Patients

* Note: Data includes U.S. wireless subscribers only. Source: The Nielsen Company (January 1, 2008 to June 30, 2008

Nielsen tracks billing activity through an opt-in panel of more than 50,000 personally liable, postpaid U.S. mobile lines across the top four carries: AT&T, Spring Nextel, T-Mobile and Verizon Wireless

Other Mobile Marketing

Mobile Enhanced SEM Have you made mobile enhancements to your SEM program?

Search terms are shorter

Majority of searches are local

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Who We Are

More than 100 years of lead generation experience coupled with the power of AT&T

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Who We Are

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Follow-up or Questions

Allan Beam Account Director, Healthcare 937-297-2613 Allan.Beam@berrynetwork.com

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