2. What do Germans think of advertising? Advertisinghelps me choosewhat to buy = 54%
3. How do Germans view mobile advertising? =39% positiveattitude towardsadvertisingon the mobile phone = 32% 16 - 44 42% 49% 62% = 37% = 40% = 34%
4. What does 39% mean in comparison to other media? Television Radio Press Cinema 79% 82% 76% 62% Outdoor Direct mail Internet Mobile 53% 73% 39% 65% = 32% = 59% = 34% = 74% = 68% = 77% = 58% = 70% What is your attitude towards the following media (% positive)?
5. Which attitude drivers change their attitude? What is your attitude towards mobile advertisingif …?
6. Are there differences between demographics? What is your attitude towards mobile advertisingif …?
7. What types of incentives are most wanted? 5 Brand messages a day = 5 Whichincentive do youfind most appealing?
8. Ifincentivizedhow does mobile compare to other media? Television Radio Press Cinema 79% 82% 76% 62% Outdoor Direct mail Internet Mobile 53% 73% 71% 65% = 70% = 59% = 34% = 74% = 68% = 77% = 58% = 70% Wouldyougrantpermissionfor mobile advertisingifincentivized?
9. Who are making mobile advertising happen? Infrastructure suppliers Ad serving Application parties Consumers Advertisers Media agencies Sales houses Operators
15. What do advertisers want? > Advertisers want less ‘waste’ of theiradvertisingexpenditure > > Advertisers want reach Advertisers want to target > Advertisers want to interactwiththeircustomers > Ultimaltelyadvertisers want sales and conversion > Advertisers want to be in touch withtheircustomers: anytime, anyplace, anywhere