The Art + Scienceof Mobile Advertising

Why Mobile

3Mobile is a mass medium todayMobile web audienceDaily mobile internet audience is 1/3 of Online today and growing fast – almost 200% growth since January 2008 = 80% of one of 2009’s top rated shows, American Idol ResultsTV audience, American Idol Results 27.5 MMOnline Audience185 MMDaily Mobile Internet Audience22MMMobile Web Audience63 MMSource: comScore

4Source: Universal McCann/AOL July 2009 Your audience is always on the mobile web!ONE IN EVERY SEVEN MINUTES OF MEDIA CONSUMPTION IS ON MOBILESource: Universal McCann/AOL July 2009

Many opportunities to reach and engage 4 Billion global ad requests each month30 Million consumersAlmost10x online advertising click rates

6Mobile is more than ‘phone’More than 11%of Quattro’s ad requests in Q2 2009 were from non-phone entertainment devices with WiFi capabilityMore than 11%over a billionThese devices generatedover a billionglobal ad requests in the Quattro Wireless Network24% higherClick rates are24% higherthan those on non-smart phones and for some devices, can range to135% higher135% higherCompared to web media, click rates are5 timesrecently cited statistics for online display 5 times

Significant behavior change in desirable demos: youth, momsI get more of my news from my mobile phone now than any other sourceI use my mobile phone more than I use a computer to browse the InternetThe mobile Internet is my preferred way to receive informationSource: Insight Express, July 2009 Mobile Phone Users

Mobile drives more purchase intent than onlineBRAND METRICSMobile versus OnlineSource: Insight ExpressNote: Delta calculations based on overall exposed percentages (minus control)Respondents: Mobile N = 47,658, Online N = 513,973

9Mobile advertising drives action: 1/3 influence othersACTIONS TAKEN UPON SEEING MOBILE ADVERTISEMENTSSource: Universal McCann/AOL July 2009 Source: Universal McCann/AOL July 2009

Everyone is downloading appsApp Store Downloading Behavior – Free vs. Paid Downloads Q1 200910Source: Nielsen Apple iPhone: An Executive Overview* Denotes sample size <20

Consumer Profile: Weekly Mobile App UsersIf I could make a purchase with a single click on my mobile, I would use it in the store and at homeI frequently will search for more information about a product with my mobileAdvertising keeps me up-to-date on products I would like to have63% agree53% agree49% have requested more information about a product with their mobileSource: Insight Express, Digital Consumer Portrait, 2009

12Your message will get more attention1234561Typical web page:Typical mobile page:1 banner ad getting 100% attention6 competing banner ads getting 16% of attention each (maybe…)

What can I do

What is mobile advertising?14

15Sight, sound, motion and action anywhere, anytimeInterstitialsiPhone expandable with in-ad mapExpandables

Got an app? Get ranked!16

17Integrate your brand for 100% SOV and impactAppsMobile Web

Create a destination optimized for mobile

19… and yes B2B and C-suite as well

What results will I see

Response rates driven by targeting, goalsQuattro Wireless Q2 internal data, USQuattro Wireless Internal Data Q2 09, US

Using mobile to launch a targeted product OBJECTIVESDrive awareness for new Concha Y Toro line of red wines from Chile, XploradorPosition brand as fresh, stylish choiceEducate consumers about the wines and demystify the wine/food connectionDrive to retail and restaurantBe cost-effective!

Drive awareness for new Concha Y Toro line of red wines from Chile, Xplorador

Position brand as fresh, stylish choice

Educate consumers about the wines and demystify the wine/food connection

Drive to retail and restaurant

Be cost-effective!

Target audienceTHE MULTIPLIERSAdults 21+Enjoy sharing a glass of wine with friends, eating outStyle leadersPredisposed to share their ‘finds’ with others

Adults 21+

Enjoy sharing a glass of wine with friends, eating out

Style leaders

Predisposed to share their ‘finds’ with others

The mobile buyQuattro Network23 targeted sites and apps and Run of NetworkHispanicSocial networks (21+ targeted based on registration)EntertainmentApplicationsAll platformsCustom microsite

23 targeted sites and apps and Run of Network

Hispanic

Social networks (21+ targeted based on registration)

Entertainment

Applications

All platforms

Custom microsite

The consumer experience

The consumer experience

Success one month in…RESULTSClick throughs as high as 6+%. Average across campaign 2%.More than 40,000 visitors to the mobile site29% of age-verified consumers used retail locator – most popular section of the siteTAKEAWAYSMobile network enables broad and targeted reachCreating a mobile-specific experience key to successYou can use mobile for ‘niche’ products

Click throughs as high as 6+%. Average across campaign 2%.

More than 40,000 visitors to the mobile site

29% of age-verified consumers used retail locator – most popular section of the site

Mobile network enables broad and targeted reach

Creating a mobile-specific experience key to success

You can use mobile for ‘niche’ products

How do I get started

The three-step success plan1Define your mobile objectives2Create your media plan3Measure and optimize

1. Define ObjectivesIntegrate mobile into your planLeverage mobile-specific behavior and device capabilities

2. Create your media planThe Right Sites and Apps: based on insights about your audience and clearly defined mobile objectivesThe Right Opportunities: create custom programs and integrations to effectively impact consumersThe Right Creative: from banners to full screen experiences and dynamic creative to ensure deeper engagementThe Right Destination: be sure to include a mobile optimized landing page to create a seamless consumer experience

3. Measure and OptimizeContinually optimize to increase campaign impactTrack installs, upgrades and form fillsView real-time key performance metrics Use your wrap-up report (with site-by-site data) to increase performance across channels

Quattro offers thousands of sites and applicationsJUST A SAMPLING OF OUR CHANNELS AND NETWORK PARTNERSNEWS & INFOWOMEN / MENAPPLICATIONSSPORTSCOMMUNITY & GAMESHISPANICTEENENTERTAINMENT 3333

34Profile of Quattro Wireless, your world-class network partnerOffers critical massin the right environmentto reach my target audience on the mobile web and in application11Offers consultative servicesso that I can make the biggest impact with my campaign while getting the best returnHas the ability to laser-targetthe audience most likely to respond to and share my messages2525MAKES MOBILE EASY!MAKES MOBILE EASY!3434Provides me with full transparencyon where I am buying and how each placement did, so I can learn and optimizeProvides accessto the sites and applications that are best for my ads, without me having to buy from each site individually

Join our roster of successful clientsCONSUMERPRODUCTSTRAVELTECHNOLOGYAUTOSENTERTAINMENTOTHERRETAILFORTUNE 500sB2B

36In conclusion….12Mobile is a key ingredient in a successful marketing programQuattro Wireless will create maximum impact and superior results for you