Location targeting - Putting mobile advertising on the map, Mandeep Mason, Navteq

Why Location? The widespread integration of GPS into mobile phones has (finally) unlocked the door for Location Based Advertising • 240 million GPS enabled handsets shipped in 2009 alone • GPS is the most desired handset function in Western Europe • 94% of consumer purchases are still made at brick and mortar locations • Mobile Mapping Usage UK is growing 86% year on year Mobile Maps Users (000) Feb-2009 Feb-2010 % Change EU5 12,530 21,099 68% UK 3,070 5,700 86% Germany 2,159 3,870 79% Spain 1,830 3,132 71% France 2,272 3,518 55% Italy 3,198 4,879 53% Sources: Strategy Analytics ComScore © 2009 NAVTEQ. All rights reserved. © 2009 NAVTEQ. All rights reserved. Javelin Strategy and Research 15

In application advertising • Nokia is seeing over 1.7m downloads a day through Ovi Store. • On average, each registered user has downloaded almost (12) items from Store since the launch of the service. • New users are up in Jan more than 100% month- on-month from Dec. • Shazam, the music identification service, was being downloaded in 123 countries shortly after launch • Supported by 100 separate Nokia devices • Active users from more than 180 countries © 2009 NAVTEQ. All rights reserved.

Case study | Nike targets football fans Pan-European mobile display campaign on Nokia.mobi Average 7% CTR, 33% on some sites More than 200,000 Nike T90 Football Games downloaded © 2009 NAVTEQ. All rights reserved.

Mobile internet usage is still growing 14,000,000 13,000,000 12,000,000 11,000,000 10,000,000 9,000,000 8,000,000 7,000,000 6,000,000 MAY JUL SEP NOV JAN MAR MAY JUL SEP NOV JAN MAR MAY JUL SEP NOV JAN MAR MAY JUL SEP NOV 2006 2006 2006 2006 2007 2007 2007 2007 2007 2007 2008 2008 2008 2008 2008 2008 2009 2009 2009 2009 2009 2009 Source: Comscore 3 month rolling average © 2009 NAVTEQ. All rights reserved.

Nokia research: Mobile internet usage patterns Where are you when you access internet on your mobile phone? Currently Using 69% At home At work While travelling While socialising 53% 46% 76% 31% What sort of time of the day do you typically access internet on your mobile phone? Before Early Late Early Late Breakfast Lunch Afternoon In bed breakfast morning morning evening evening 42% 40% 35% 39% Weekday 31% 28% 39% 38% 37% Weekend 26% 32% 26% 23% 13% 12% 19% 11% 11% Question: B12, B13 n = 1,874 Nokia Corporation/ Kadence UK Ltd: Quantitative Scoping, Sep 2009 © 2009 NAVTEQ. All rights reserved. 21

Nokia research: Ad funding content services 13% 12% 9% More 8% positive than In general how do you feel general about having adverts help opinion fund a mobile service? 2% Rejecters 0% 18% 82% Less General -1% -1% positive Acceptance than Maps Mobile Maps Maps Video Personal general 82% on Downloading on turn by Watching Mobile opinion Screen Route turn Email Walk Maps IM Accepters turn by turn Drive Question: G1 n = 385, G2 n = 144, G3 n = 190, G4 n = 198, G5 n = 84, G6 n = 238, G7 n = 152, G8 n = 145, G9 n = 145 Nokia Corporation/ Kadence UK Ltd: Quantitative Scoping, Sep 2009 © 2009 NAVTEQ. All rights reserved. 22

Overall Acceptability Of Ads Very Acceptable 72% Somewhat Acceptable say the ads are acceptable Neither Acceptable Nor Unacceptable Somewhat Unacceptable Very Unacceptable Base: Total (757) Q1. The ads shown on your Garmin nuvi® device are in exchange for the free lifetime traffic service included with your device. Generally, how acceptable is it to you to have the ads show up on your device? © 2009 NAVTEQ. All rights reserved. 23

NAVTEQ Direct Access Enhances your Location Experience Direct Access is a program dedicated to ensure accurate and comprehensive inclusion of POI locations in the NOVOTEL LONDON NAVTEQ® Map 53 Southwark Bridge Road, London Direct Access locations are distributed to hundreds of our mapping customers Our maps are viewed more than 100 million times a day © 2009 NAVTEQ. All rights reserved.

Our Extensive Reach In Dash Vehicle Virtually every major auto manufacturer and system vendor use NAVTEQ® maps in their products. Portable Navigation Devices (PND) The foremost PND manufacturers in the world choose NAVTEQ. Wireless The leading global wireless brands choose NAVTEQ maps to help power their location-enabled devices. © 2009 NAVTEQ. All rights reserved.

POI Search – Example on Portable Navigation Device 79% of navigation owners look up a POI (Point of Interest) at least once a month*. *NAVTEQ Research, November 2007 © 2009 NAVTEQ. All rights reserved.

€ Location Based Advertising is a powerful mobile advertising service which combines proximity, contextual and demographic targeting with location-based advertising engagement. © 2009 NAVTEQ. All rights reserved.

NAVTEQ LocationPoint™ – McDonald’s Case Study “...with NAVTEQ’s LocationPoint We can contextualise our promotions Promote the €1 and bring customers to the door...” cheeseburger and drive Tomi Wirtanen, Head of Marketing, McDonald’s Finland traffic to the nearest store Click-to-Map functionality was most • Average 7% CTR used >> location • 39% Map engagement information was from campaign page important to the users • Capped to 5 mile radius © 2009 NAVTEQ. All rights reserved.

LBA Online – maps.ovi.com 300x250 example • Inventory now available at detail container spot • Millions of unique users per month and growing • Creative specs: 300x250 © 2009 NAVTEQ. All rights reserved. 51

Good advertising moves people. Great advertising moves with them. Twitter: @navteqmedia Mandeep Mason Deputy Sales Director, EMEA mandeep.mason@navteq.com 07791 460624 © 2009 NAVTEQ. All rights reserved.

Location targeting - Putting mobile advertising on the map, Mandeep Mason, Navteq

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