Presence in MotionIntegrating Mobile Marketing into Your 360° Campaigns

WelcomeHolly BrownSVP, Managing Director, MRM Seattle

MRM Worldwide3Advertising & Direct, Online & Mobile MarketingWeb Development,Emerging & Social MediaStrategy & PlanningMeasurement & Analytics Customer & PartnerRelationship ManagementDatabase ManagementSearch Engine Marketing & OptimizationTechnology Architecture & DevelopmentInteractive DesignMotion Graphics &Flash DevelopmentApplication & Client-side DevelopmentContent Management Solutions

Unifying Approach to Marketing in an Evolving Digital WorldHelp our clients build their brands by creating and distributing measured programs and platforms that attract, engage, acquire, and retain customers by building Customer UtilityTM4

Digital Immersion LabTo share knowledgeTo partnerTo invite you to our table5

The Mobile LandscapeMichael Weaver VP, Business Development, Mobile Discipline Lead, MRM Seattle

There is a huge, engaged, and passionate audience7Over 1 trillion text messages in 2008 Estimated 50 million active mobile web users 1 in 5 people would rather lose their wedding ring than cell phone60% of all people take their mobile phone with them to bed

So where are the ads?Three things that have traditionally “held up” mobile advertising1. Audience and consistency of platform2. Speed of network and experience3. Advertising technology, e.g., targeting, measurement, scalabilty8

The markets are coming togetherCarriers have adopted advertising and embraced partnersOrganizations like the MMA and the IAB have instituted standards Advertisers are driving the market as they see the most engaged and targetable audience is in mobileData and metrics have allowed mobile to become an integral part of 360° marketing plans9

The advertising technology is hereAd networks exist now for Search, Remnant, Premium, and Text advertising with global reach and targetingHandset detection and cross carrier platforms are commonplace Location-based and GPS technology has allowed for innovative solutionsIntegration into major ad serving and data measurement portals is readily availableCarriers are enthusiastically embracing creative advertising experiences10

There is a lot to consider:It is still easy to get lost in the technology and complexity of the market11

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Case StudiesNiles X. LichtensteinDirector, Mobile Strategy and Integration, Ansible Mobile

14CONFIDENTIAL AND PROPRIETARY INFORMATION OF ANSIBLEMRM-Ansible Drive Engagement for DynamicsMobile Alignment and StrategyMedia Planning and BuyingMobile Creative and ProductionOptimization, Tracking & ReportingResearched BDM and ITDM Mobile BehaviorExplored targeting layers to drive trial and engagement w/ DynamicsExtended online assets, rethought for the small screenExecuted a buy that aligned with online, SMS sponsorship, business widgets, and searchIncluded efficiency elements to exceed digital goals10x higher Click-through rate than onlineCost efficient awareness driverHigh conversion rate for e-mail and video end actionsBecause of lengthy registration process – not the best registration toolUtilized video, e-mail capture and case study content to drive engagement

Researched BDM and ITDM Mobile Behavior

Explored targeting layers to drive trial and engagement w/ Dynamics

Extended online assets, rethought for the small screen

Executed a buy that aligned with online, SMS sponsorship, business widgets, and search

Included efficiency elements to exceed digital goals

10x higher Click-through rate than online

Cost efficient awareness driver

High conversion rate for e-mail and video end actions

Because of lengthy registration process – not the best registration tool

Utilized video, e-mail capture and case study content to drive engagement

15CONFIDENTIAL AND PROPRIETARY INFORMATION OF ANSIBLETimberland Lifestyle iPhone ApplicationMobile Alignment and StrategyMedia Planning and BuyingMobile Creative and ProductionOptimization, Tracking & ReportingDeveloped comprehensive Media strategyAdvised on cutting edge app and game analyticsLet media agency plan and buyResearched iPhone behavior across key segments and geosDeveloped mobile iPhone App and Game strategy to position Timberland as life style brandDesigned and built RIM app to extend audience reach Developed mobile site to capture non-iPhone AudienceCreated Dynamic mobile game to increase brand presence and complement appAdvised on retail cross promotion (in store)Developed reporting metrics and cadence

Developed comprehensive Media strategy

Advised on cutting edge app and game analytics

Let media agency plan and buy

Researched iPhone behavior across key segments and geos

Developed mobile iPhone App and Game strategy to position Timberland as life style brand

Designed and built RIM app to extend audience reach

Developed mobile site to capture non-iPhone Audience

Created Dynamic mobile game to increase brand presence and complement app

Advised on retail cross promotion (in store)

Developed reporting metrics and cadence

BabyCenter: Translating Online to MobileObjectivesStrengthen brand awareness and increase customer engagementSolutionsUS Hispanics & US EnglishPregnancy Tips, Mobile Website, Mobile ClubPregnancy Content via IVRResultsAlerts average growth per month: 263%94% of users that register for alerts remain93% of users that joined the mobile club remain registered9% of web users register for mobile alerts

Strengthen brand awareness and increase customer engagement

US Hispanics & US English

Pregnancy Tips, Mobile Website, Mobile Club

Pregnancy Content via IVR

Alerts average growth per month: 263%

94% of users that register for alerts remain

93% of users that joined the mobile club remain registered

9% of web users register for mobile alerts

CONFIDENTIAL AND PROPRIETARY INFORMATION OF ANSIBLE17Mobile and Traditional MediaTrialDownload

Mobile at EventsVerizon Green ScreensOffice Real Life Tools StadiumEventGuides(Concept Only)18

Verizon Green Screens

EventGuides(Concept Only)

Mobile in StepsUnderstand how your audience is using their mobile deviceConsider your business objectives and big campaign ideasEvaluate your online, creative assets and media mixUnderstand metrics and trackingRunIntegrate into online IA for increased global scalabilityFully integrate mobile into CRM strategyFully integrate analytics and tracking systemsCreate mobile applications/ utilities for partners & internallyWalkCreate branded utilities and applications for specific phonesIntegrate across multiple media channelsCreate unique product sitesMake all engagement experiences mobile i.e. eventsMake mobile an official budget itemCrawlExtend one campaign across one or two media spaces (e.g. print and mobile)Establish basic Mobile Web Presence for vanity URLsDevelop one mobile tool or utility (SMS or Mobile web based)Initiate tracking/ analytics process19

Integrate into online IA for increased global scalability

Fully integrate mobile into CRM strategy

Fully integrate analytics and tracking systems

Create mobile applications/ utilities for partners & internally

Create branded utilities and applications for specific phones

Integrate across multiple media channels

Create unique product sites

Make all engagement experiences mobile i.e. events

Make mobile an official budget item

Extend one campaign across one or two media spaces (e.g. print and mobile)

Establish basic Mobile Web Presence for vanity URLs

Develop one mobile tool or utility (SMS or Mobile web based)

Initiate tracking/ analytics process

Panel DiscussionModerators:Michael Weaver, MRM SeattleNiles X. Lichtenstein, Ansible MobilePanelists:Mark Donovan, SVP, Mobile + Sr. Analyst, comScoreAnnette Tonti, CEO, MoFuseBrian Morel, Strategic Account Director, Yahoo! MobileKen Willner, CEO, Zumobi

comScore MobileLeader in digital marketing intelligenceFounded in 1999—publicly traded since 2007 (SCOR)HQ in Reston, VA with offices in NY, Chicago, SF, Seattle, London, TokyoA List clients in advertising, CPG, pharma, finance, telecoms, and media In 2008 acquired M:Metrics, the leading mobile metrics firmFounded in 2004—offices in Seattle, SF, London, coverage of US and EU5Mobile products built on five years of continuous researchMonthly reporting linking technology, demographics, and mobile usage and behaviorContinuous behavioral measurement of metered panel of smartphone ownersDaily tracking of mobile display advertisingMeasuring mobile ad effectivenessMobile media planning tool available September ’09Unique ability to link mobile + online behavior for cross-media profilingWe help clients understand—and profit—from the mobile revolution. Who is this guy?What . . .. . . interests him?. . . does he buy?. . . does he do with his phone?

Annette Tonti, CEOMoFuse takes the time and expense out of building and managing mobile web sites.Platforms: MoFuse for Business™ and MoFuse for Blogs™Network: 28,000+ mobile sitesKey Clients: Marchex, Mashable, Seattle Sounders, The State Department, Newser, Xconomy, Atlanta Falcons

Yahoo! Mobile Overview» Yahoo! is a leading Web brand on the mobile Internet in the U.S. reaching more than 35 million unique users per month* » More than 80 operator partnerships globally» OEM Partnerships (Apple, RIM, HTC, Nokia, Samsung, LG, Motorola, Sony Ericcson) » Display advertising available across 23 territories» Search marketing live in the U.S., UK, Germany and Japan Brian MorelStrategic Account Director, Mobilebmorel@yahoo-inc.com310.907.3390*Source: M:Metrics / comScore, June 2009

Zumobi is a market leader in the publishing of highly immersive, branded mobile applications for next generation Smartphones (aka “Superphones” such as iPhone, Android, Palm Pre, next-gen BlackBerry, etc.).Zumobi’s portfolio of mobile applications comprises The Zumobi Network, which facilitates user discovery and provides innovative ways for top-tier brands and media properties to connect and engage with their consumers.The Zumobi Network is monetized through in-application advertising and sponsorship, branded content, and premium downloads.Additionally, Zumobi captures and reports a very granular set of metrics on traffic, engagement, and user behavior across the Network.Zumobi has published mobile applications and developed brand sponsorships in partnership with leading consumer and media brands including American Idol, Pepsi, The Today Show, Best Buy, REI, Xbox 360, msnbc.com, adidas, The Sporting News, Lenovo, and Intel, among others.

Contact UsKeep the conversation going! #MRMSeattleMRM WorldwideHolly Brown | holly.brown@mrmworldwide.com | Twitter: hollyabrownMichael Weaver | michael.weaver@mrmworldwide.com | Twitter: michaelweaverBrian Ladyman | brian.ladyman@mrmworldwide.com | Twitter: brianladymanPanel DiscussionNiles X. Lichtenstein, Ansible Mobile| nlichtenstein@ansiblemobile.comMark Donovan, comScore | mdonovan@comscore.comAnnette Tonti, MoFuse | annette@mofuse.comBrian Morel, Yahoo! Mobile | bmorel@yahoo-inc.comKen Willner, Zumobi | Ken.Willner@zumobi.comwww.MRMSeattle.comMRM SeattleMRMSeattle