1. Trends in Mobile advertising and
Mobile commerce
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Leif Eliasson
Market Unit Leader Northern&Eastern Europe
TradeDoubler

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3. 3G subscriptions on the rise
3G Subscribers
Rank Country (Mln) 3G Penetration 3G Subscription YoY growth
1 USA 179 56% 26%
2 Japan 117 97% 10%
3 Korea 43 85% 10%
4 China 40 4% 172%
5 Italy 40 47% 22%
6 UK 39 51% 35%
7 Germany 33 32% 24%
8 Spain 30 53% 23%
9 Brazil 28 13% 79%
10 Indoneisa 27 12% 40%
11 Poland 26 54% 24%
12 France 25 39% 29%
13 India 23 3% 1050%
14 Australia 20 71% 22%
15 Russia 15 7% 59%
EU9 average: 49% 27%
Source: KPBCB 2011 3

4. Content
4

5. Balance your mobile marketing mix
Mobile Advertising 2011 2015 Rel
Formats trend
Mobile search & map 46% 34%
In-app advertising 24% 26%
Display advertising 24% 29%
Audio/video 3% 10%
SMS/MMS/IM 3% 1%
Source: Gartner, Forecast: Mobile Advertising, Worldwide, 2011-2015

6. Mobile commerce trends
SOCIAL
LBS
Location based services
NFC
Near Field
Communication

7. M-commerce trends
Estimated Wester European
 Market value in Western m-commerce 2010 – 2015 ($bn)
Europe estimated to
$20.6 billion by 2015 -> 58%
CAGR
 8% of retailers in EU have
transactional mobile site/app
today. Another 33% expect to
start within the
coming 12 months

8. US is leading the way
Source: KPBCB 2011 8

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10. What’s happening with mobile in the
TradeDoubler Network?

11. Strong interest in Mobile Commerce
among our top Clients

12. Rapid growth of mobile in TD network
Strong growth of traffic from mobile devices
 around 450 million impressions
from mobile devices in October
 In the Nordics & UK over 7% of all
traffic generated from mobile devices
and growing fast
8%
7%
6%
5%
4%
3%
2%
1%
0%
Apr-11
Aug-11
Jul-11
Mar-11
Feb-11
Sep-11
May-11
Jun-11
Jan-11
Oct-11

13. mCommerce starting to become a factor
Split based on Number of sales
Computers &
10.51% Electronics
Fashion
16.47% 17.35%
Media &
Entertainment
15.26% Shopping &
Retail
Travel
33.61%  ...approx. 35 000 mobile sales (excl.
Other
music) went through our network in
6.80% October generating sales of around 7
million Euro
Other: Health & Beauty, Home & Garden, Telecom &
Utilities, Sports & Recreation, etc.

14. TradeDoubler Network mobile
traffic by device, Oct-11
Other, 2
0%
Iphone,
35%
Android
, 24%
Ipad, 21
%

15. Mobile affiliation - examples
Identification of
over 1 billion songs
per year
Over $100 million in
digital music
purchase

16. Mobile affiliation - examples
Vouchercloud
Over 1.7 million
app downloads

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