The presentation intends to give an overwiew on Mobile marketing Ecosystem and its two main areas Mobile Marketing and Mobile Advertising. A variety of possible Tools is presented along real-life case studies from Europe.

1. The Mobile Marketing and Mobile
Advertising Toolkit
November 12, 2008, Romania New Media Conference
Dr. Alexander Trommen
CMO

2. AGENDA
• Mobile Marketing Ecosystem
• Mobile Marketing Cases
• Mobile Advertising Cases
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3. Every age has an innovative media channel…
...which will be discovered by marketeers immediately:
First Radio… …then TV… …today the mobile
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4. Can you feel it yet?
* Share of mobile marketing and mobile advertising billing of total billings of Mindshare
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5. Mobile Advertising can be compared to the very beginning of
online advertising in 1998
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6. Mobile Marketing is projected to have 1.6% of total global
Ad spend by 2012
• Global advertising grows from 2006 to 2010 • In 2006, mobile advertising was around
5.7 % per year. $0.8billion.
• Online and mobile advertising grow from
• According to the STL report, there is
2006 to 2010 19.9 % per year.
• The forecast to 2012 for online advertising is potential for the mobile advertising market to
$54billion, that’s a period growth of 84% and grow rapidly. By 2012, mobile advertising will
10% of global ad spend. be $5billion - $13.5billion, that’s a period
growth of 467% and 1,6% of global ad
spend.
Source: Swisscom
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7. In Europe alone the search and display revenues are projected to
reach 1.3 billion € in 2012
Source Vodafone Media Solutions, Data drom Jupiter Research M-Marketing & Advertising Model 11/2007
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8. Overview of the value chain and the retained percentages
Advertising Media Sales Service
Advertisers Publishers Consumers
Agencies Agencies Enablers
Pays 100%
GROSS ad rate
Retains ~25%
of GROSS ad rate
Retains 15~20%
of GROSS ad rate
Receives 55- 60%
of GROSS ad rate
Shares 25- 30%
with Content
Provider
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9. The huge market potential attracts a lot of investments into
the sector
- Nokia acquires Enpocket (September)
- Media holding company Publicis acquires Phonevalley, a mobile marketing agency
(September)
- Search specialist Medio Systems buys Suhari, a small mobile marketing start-up
(August)
- Yahoo! buys Actionality, an in-games ad specialist (August)
- Interpublic Group (agency conglomerate) creates mobile specialist JV Ansible with
Veltic, a mobile ad platform provider (July)
- Media communications and marketing group Aegis acquires Marvellous Mobile, a
mobile media agency/platform provider (June)
- AOL acquires ScreenTonic (May)
- MSN acquires Third Screen Media (May)
- Buongiorno acquires Flytxt (May)
- WWP (global ad agency) invests in mobile search specialist JumpTap (February)
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10. Mobile Marketing and Mobile Advertising are different
Products / What does it Need
Market Customers Players
Service need? relationship to
• Mobile display ads • Recurring business • Advertiser • Ad server • Online advertising • Google
• Mobile text links • Standard business • Agencies • Standardisation of company • Double Click
• Mobile TV* • Big player in mobile • Media agencies adv tools • Big ad sales • Yahoo
• Video ads search • Personalisation & companies
Mobile • Mobile search • Near at the online targeting • Content provider • AdInfuse
Advertising market • Performance • Operators • Admob
measuring • Big publishers • Smaato
(scaleable) • 2/3 of expected • Ad-funded content • add2phone
European M- • Role of marketer • MINICK
Advertising/ • Ad sales • Agencies
Marketing Market in • Scales effects • Media planer
2010
• On pack promotions • Campaign for a • Advertiser • Creative concept • Creative agencies • Minick
• Push- and pull SMS shorter time -> non • (Agencies) • Good design • Advertiser • Rhythm Media
• Push- and pull MMS recurring • Consulting • 12snap
• Custom apps • Service / Consultant • Neue Digitale
Mobile • WAP-pages (brands, business
Marketing special campaigns) • More direct marketing
(project • Couponing
driven) • Ticketing • 1/3 of expected
European M-
Advertising/ Marketing
Market in 2010
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11. AGENDA
• Mobile Marketing Ecosystem
• Mobile Marketing Cases
• Mobile Advertising Cases
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12. Web Registrations for Mobile Content
Audi
Mobile content as a tool to
generate addresses
Bases for permission based
marketing
Connection of online und
mobile
Content adapted to the actual
technical conditions
Generated +100.000 contacts
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13. SMS Projections for Events
Events
‚Hello World‘: laser projection of
SMS messages from all over the
world on selected famous
buildings world-wide, e.g. the
UNO headquarters in NY
LIVE 8: opportunity to express
one‘s support per SMS, more
than 1 mio. SMS received
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14. MMS Back-Channel and Competition at POS
Batman
In cinemas all over Germany, flyers
with perforated masks were
distributed
Users with camera phones could take
pictures with the Batman mask and
send them via MMS to a short code
Senders participated automatically in
the lottery
Photos could be viewed online on a
micro site
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15. Cutom-made Mobile Flirt Application & Mobile Portal
AXE BCWW
Especially developed multi-
player flirt game
Users create their profiles and
can flirt with other users
Flirt partner evaluates the
performance and gives points
Flirt queen and king were
calculated this way and crowned
on stage at the VIVA Comet
award
Supported on TV by MTV and
VIVA, VJs as testimonials
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16. SMS to „call-back“
Pirates of the Caribbean
Integrated raffle campaign in
cooperation with Pro7
Promotion of the interactive
AudioCard in a 20sec TV
commercial
Participant receives an
unheralded mystery call of
Captain Sparrow
Mechanism of the lottery is
explained, participation directly
via the key pad
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17. On-pack Promotions via QR / 2D Codes
Soneq
Linkage of beverage and music:
music download on every bottle
Take a picture of the 2D-Code
with the mobile phone, send the
photo via MMS to a dedicated
short code and activate the
download on the phone
Cooperation with Warner Music,
promotion with TV commercials
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18. In QR Codes are Mostly Used to Make Print or Outdoor
Advertising Interactive
Example Japan
Example Germany
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19. QR Codes are Almost Ubiquitous in Japan
The barcodes contain nutrition information, etc.
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20. AGENDA
• Mobile Marketing Ecosystem
• Mobile Marketing Cases
• Mobile Advertising Cases
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21. In Germany Alone Over 100 Portals Already Build Their
Business on Mobile Advertising
Source: Vodafone Media Solutions
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22. The Usage of the Mobile Internet Is Still Low Compared to
the Web
Source: Vodafone Media Solutions, Data Status End of 2007
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23. Automatic Webpage Adaptation to Mobile by Browsers
Leads to an Unsatisfying User Experience
Source: VDZ Akademie 2008 presented by Sevenval
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24. Vodafone Media Solutions Advertising Types
Source: Vodafone Media Solutions 2008
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25. Campaign-focused Mobile Portal
Adidas Worldcup 2006
Global mobile marketing
campaign for the World Cup 2006
Content download, free life
ticker, information about the
games and players, possibility to
win tickets
Supported by TV commercials,
partnerships with MTV and Xbox
360
+ 1.000.000 visits
Source: www.MINICK.net © 2008 I 25

26. Mobile portal with Nightlife Guide
Smirnoff
Pocket guide to help consumers
make the most of their nights
out
Features, such as a pocket
bartender, are developed
specifically for consumers on the
move
Integrated nightlife guide incl.
navigation for UK, Canada, India
In UK the mobile site reaches
about one-third the traffic of the
website
Source: AKQA © 2008 I 26

27. Conclusion
Marketing on cellphones consists of 2 areas Mobile Marketing and Mobile Advertising
Mobile Marketing is the creative part where individualised solutions are key to be
successful
Mobile Advertising is a highly standardised and scalable business
Mobile Advertising will see faster growth and larger revenues in the future
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28. Stay in touch
Dr. Alexander Trommen
Mail: alexander.trommen@googlemail.com
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