Presentation Dmexco AS 24092009 0.2

MOBILE ADVERTISING RESEARCH GERMANY
DMEXCO - September 24 2009 - Cologne
Tarik Fawzi

What do Germans think of advertising?
Advertisinghelps me choosewhat to buy
= 54%

How do Germans view mobile advertising?
=39%
positiveattitude towardsadvertisingon the mobile phone
= 32%
16 - 44
42%
49%
62%
= 37%
= 40%
= 34%

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)?

Which attitude drivers change their attitude?
What is your attitude towards mobile advertisingif …?

Are there differences between demographics?
What is your attitude towards mobile advertisingif …?

What types of incentives are most wanted?
5
Brand messages a day
= 5
Whichincentive do youfind most appealing?

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?

Who are making mobile advertising happen?
Infrastructure
suppliers
Ad
serving
Application
parties
Consumers
Advertisers
Media agencies
Sales
houses
Operators

(Mobile) advertising is about bringing the advertiser and consumer together
Consumers
Advertisers
Why mobile?
Personal
Portable
Always on
Interactive
Viral
>

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

Makingit happen: everybody wants a piece of the mobile advertising cake
Which part will the operators take?
Ad
serving
Application
parties
Operators
Infrastructure
suppliers
Media agencies
Sales
houses
Purchase
Adviser
Medium choice
Cross media
Integration
Platforms
Hosting
Sales
Inventory
CPM/CPA
Gatekeeper
Customer
base
Contact
Customer
intelligence
Innovation
Solutions
Focus
Partner/
Outsourcing
Operations
Planning
Delivery
Interfacing
Cross mobile

Some players fulfill multiple roles in the value chain
to avoid too many chains and to simplify mobile advertising life
Ad
serving
Application
parties
Operators
Infrastructure
suppliers
Media agencies
Sales
houses
Purchase
Adviser
Medium choice
Cross media
Integration
Platforms
Hosting
Sales
Inventory
CPM/CPA
Gatekeeper
Customer
base
Contact
Customer
intelligence
Innovation
Solutions
Focus
Partner/
Outsourcing
Operations
Planning
Delivery
Interfacing
Cross mobile
Media Selling
Campaign Managmt
Inventory Innovation& Aggregation
Hosted Platform
Media Partners

Mobile advertising is notjustone channel
+
Voice
USSD
SMS
Voicemail
notification
Reach
Missed call
notification
Voicemail
Prepaid
notification
Mobile
portals
Applications
Bluetooth
Search engine
Gaming
TV
Idle Screen
MMS
Video calling
-
-
+
Frequency
Branding & direct response channels

STORYLINE
ÆNEAS STRATEGY
Tarik Fawzi
www.aeneasstrategy.nl
www.mobileadvertisingresearch.com
tarik@aeneasstrategy.nl
+31 6 5311 5971

Presentation Dmexco AS 24092009 0.2

by Aeneas Strategy Consulting & Management on Sep 23, 2009

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