WiZE Mobile, Independent Mobile Broadcasting Station Double engagement,Boost ROI

1. mobileTv :
Doubles Engagement, Boosts ROI
Increase Your Media Marketing ROI
for Businesses and Executives

2. Highlights
• MobileTv outperforms in the news, sports, music and finance sections
• Rollover user-initiated mobileTv performs best, followed by auto-
initiated video; click user-initiated performs worst.
• Weekdays from 9am to 5pm is users’ preferred time to watch In-
Banner and Floating mobileTv ads.
• An increase of mobileTv length by five seconds reduces Video Fully
Played rate by 2.8%, on average.

3. mobileTv Best Practices
In-Stream
General • Short online content videos should have short In-Stream ads,
while full shows and movies can have longer In-Stream ads.
• In-Stream ads have a very high Video Fully Played Rate, and
therefore the main point of the ad can be presented at the end.
• In-Stream is a sound-on environment. Ads can rely on sound
as a part of the brand experience.
• In-Stream ads especially increase upper funnel attributes
such as unaided brand awareness and online ad awareness.

4. mobileTv Best Practices
In-Banner and Floating
General • Typically, In-Banner and Floating video ads’ experience is
comprised of two stages: First, advertisers need to draw
users’ attention to the video; then, users should be drawn to
play, turn sound on, or engage with the silent video.
• Combining interactive features and placing users in the
middle of the experience may increase Dwell Rate and Dwell
Time.
• In-Banner and Floating ads positively impact especially
lower funnel image and persuasion metrics such as brand
favorability and intent to purchase.
• Weekdays from 9am to 5pm, during office hours, is users’
preferred time to watch In-Banner and Floating video ads.

5. mobileTv Best Practices
In-Banner and Floating
Expandable • Add a “teaser” video on the pre-expanded ad or a clear call
Banners to action. The “teaser” video can be lightweight and invite the
user to engage.
• Use Expandable Banners for video campaigns that require
ample space for the brand, as they expand after a user
interaction, such as a click or a rollover.
• Expandable Banners are a good fit for campaigns with
longer marketing messages, as they maintain attention for
longer.

6. mobileTv Best Practices
In-Banner and Floating
Polite Banners • Can be used with user-initiated and auto-initiated video.
• In the auto-initiated case, the video in Polite Banner is
exposed to the user at first glance, but without sound.
• If sound is turned off by default, use a clear “sound on” call
to action and make sure that the point is clear without sound
Floating Ads • Can be used with repurposed TV ads in implementations
• Exceptional in gaining users’ attention.
• Typically maintain attention for a short duration of time.

7.  Executive Summary
 The evolution of mobileTv
 Impression growth
 Online video capabilities
Table of contents  mobileTv and branding
 Online video measurement
 Comparing results
 mobileTv best practices
 mobileTv and formats
 mobileTv and section/environement
 mobileTv by hour of day
 Initiation methods
 Call to action
 mobileTv length
 Regional differences
 Summary

8. Executive Summary
Adding video to your online campaign can significantly improve
your marketing results. Marketers are responding in kind with a
larger slice of their advertising budgets.
What makes online video advertising so successful? What can
make your video campaign even better?
Online video advertising can be delivered in many forms.
Browsers, desktop applications, mobile phones, portable
players, IPTV devices and even outdoor billboards deliver
online video advertising.
In this research we will focus on three formats – In-Banner,
Floating and In-Stream video advertising.

9. Doubles Engagement, Boosts ROI
Online video advertising spending is projected to
quadruple in the next four years. In addition, at the same
period, video impressions have climbed 60% faster than
Rich Media Impressions. This overwhelming growth is
facilitated by the strong branding powers of online video,
the increase in time spent online and the displacement of
TV viewing with video viewing across other devices.
Online video advertising spending in the
US is projected to grow from $1.1 billion in
2009 to $4.1 billion in 2013 – quadrupling
in four years

10. Beyond TV’s Second Fiddle
In 1895 the Lumière brothers played one of the first videos in history.
The film, lasting only 50 seconds, showed a train arriving to the train
station at La Ciotat, a serene town in southern France. When the film
was first publically shown, the audience was so overwhelmed by the
moving image of a life-size train advancing directly towards them that
they rushed to the back of the room, trying to avoid being run over.
Nearly 115 years later, audiences respond more mildly to moving
pictures; nevertheless, video has remained one of the most engaging
forms of media. Studies in the field of Psychology have shown that the
combination of senses creates greater retention and brand recall. It has
been estimated that people retain only 10% of what they read, 20% of
what they hear, and 30% of what they see. When these senses are
combined, however, retention takes a dramatic leap forward. Those
same estimates say that when someone hears and sees, retention
jumps to 50%. Delivering video online provides another benefit –
interactivity and touch. Stimulating retention by combining interactivity
has shown to increase retention to 70% and in some cases up to 90%

11. Enhanced capabilities
The level of advertiser control over users’ attention is highly dependent
on the environment. Cinema is an example of an environment with
relatively high control over users’ attention. Users are in a dark room,
with loud sound, and are unable to leave or speak to each other.
TV and In-Stream are examples of intermediate control. In live TV and
In-Stream, users cannot skip the commercial, but they can leave the
room, read the newspaper, or engage in a conversation. With
Newspapers, In-Banner and Floating ads, advertisers have a relatively
low control over users’ attention. Users focus on the publisher’s content,
and it is the advertiser’s job to allure their attention from the content to
the ads.
At present, online advertising still tends to use ads with linear
stories such as repurposed TV ads; these do not take advantage of
the full interactive capabilities of online video. It took TV
advertising decades to evolve to the levels of sophistication that it
currently has. The evolution of online video advertising is
happening much faster with new and more effective features
being developed every year.

12. mobileTv and Branding
A Millward Brown and Dynamic Logic survey has found that only 21%
of the people watching DVR playback and 30% of people watching TV
airtime pay attention to commercials, compared to 46% of people
watching In- Stream video ads online
Using video, marketers can quickly convey sophisticated ideas,
tell a coherent story and persuade customers to identify with
their brand message. Video ads on TV were the enablers of
the creation of big powerful brands that customers are willing
to pay a premium for. Now, as video is moving online, online
video advertising will help them to stay. Online also changes
branding, as consumers no longer take advertisers messages
at face value. The power of online video stems from its ability
to provide more information to users in an interactive
manner.

13. Adding a Flare to your Campaign
One of the engines behind the growth of online
video advertising is its success in retaining users’
attention for a longer period of time and in leaving a
lasting impact. Advertisers should avoid looking at
online advertising as a purely direct marketing tool,
judging success with direct marketing measurement
such as clicks. This approach misses much of what
online video advertising is all about – conveying
branding messages.
Users need almost three more exposures of ads from campaigns without
video to accumulate the same Dwell Time gained from campaigns based
solely on video.

14. Aligning the format with the message
Research by the Interactive Advertising Bureau (IAB) suggests that In-
Stream Videos have higher effect on upper funnel attributes such as
unaided brand awareness and online ad awareness. In-Banner and Floating
ads are more successful in positively impacting lower funnel image and
persuasion metrics such as brand favorability and intent to purchase
Tell me how!
Online video advertising delivers a wealth of creative possibilities
to craft an ad, the most important of which is interactivity – placing
the user in the center of the ad. Advertisers can choose not only
multiple ad formats, but also the ad’s length, initiation method,
turning the sound on or off, and whether to place a call to action.
Many of the creative choices are also affected by users’ viewing
habits such as the environment and the time of day in which the
ad is watched.

15. Video and the section/ environment
It is possible to transform a successful TV campaign directly to the
Web. mobileTv is a floating ad that plays video spots besides the
publishers’ content. Typically, the video is auto-initiated and is played
with the sound turned slightly on, to attract users’ attention. Once the
video has finished playing, the floating ad collapses, leaving a
reminder.
mobileTv helps advertisers to stretch their investment in the
production of TV ads to the web easily and with great results.
mobileTv ads tend to be long for advertising – 30 seconds; still their
fully played rate is similar to the average. Therefore, this format
provides a great platform for longer and more complex marketing
messages.

16. Primetime at the office
For In-Banner and Floating video ads, users’ viewing habits
are very different from those of TV advertising. A large
portion of TV ads are watched in the evening, during TV
primetime while cuddling on the living room couch. Online
video ads are mostly watched at the office during working
hours and in the evening, at home.
The fact that a large portion of video ads are watched at the office also
puts some constraints on the manner in which they are delivered.
Depending on the country, culture and online environment, advertisers
may want to refrain from delivering auto-initiated and rollover user-
initiated ads with sound turned on by default, to avoid rubbing office
etiquette the wrong way. When crafting their messages, advertisers and
agencies should remember that their audience might be hard pressed
at the office as opposed to relaxed at home.

17. You didn’t call, they didn’t play
If there is one golden rule of success in user-
initiated video, and in online advertising at
large, it is to use a crystal clear call to action.
In user-initiated video, a call to action
should entice users to play the video, or
expand the adds. While it may sound
obvious to many, some advertisers choose
to keep the space for their marketing
message, rather than to use a call to action.
This line of thinking may not be prudent.

18. Regional differences
Research by the IAB indicates that different lengths are
appropriate to different marketing objectives. Shorter videos
of 5 seconds may work for simple communication, but have
the weakest levels of breakthrough and are the most difficult
to understand.
The IAB suggests that longer videos are more effective. 15-
second videos have the highest brand association, are
easiest to understand, obtain the highest engagement and
are the most cost effective. They are most appropriate for
simple messaging and for a pre-roll in In-Stream. Thirty
second ads are the most persuasive; they allow for complex
communication and work well as user-initiated video.

19. What’s next?
Video is expected to be one of the major drivers of online advertising in the next few
years. At current levels of spending, online video advertising has plenty of room to grow.
Even with projected growth of 40% annually, online video ads will amount to only 10% of
total online advertising spending by 2012.
Advertisers have gained experience in the art of TV advertising for decades, until they
were able to bring it to its current effectiveness frontier. If current growth rates persist
beyond 2012, WiZE Mobile Research and many other industry analysts estimate that
online video advertising is going to become a staple of every branding campaign – similar
to what TV is now. This may have a disruptive effect on marketers and advertisers who
are caught unprepared.
Online video advertising has a steep learning curve. The unique attributes of online video
advertising, such as the different time and surroundings in which it is watched, the
choice of ad length, the variety of ad formats and creative features suggests that the
mere repurposing of a successful TV spot may not guarantee success online.
Marketers and advertisers who will not have a strong online branding capability using
online video advertising may risk jeopardizing their brand’s health. In a few years, when
online video ascends to be advertising’s branding engine, sufficient experience in running
online video campaigns may be the difference between a blockbuster and a flop.

20. “mobileTv.my Proximity
Marketing: your targeted
message at the precise time
and place”

21. Definitions of Proximity marketing on the Web:
Proximity marketing is the localized wireless distribution of advertising content /
tailored advertising associated with a particular place. ...
en.wikipedia.org/wiki/Proximity_marketing

23. WiZE Mobile solution supported
Device
Nokia N78 Nokia 6110 HTC-Pro Motorola Q9h
Nokia E65 Navigator S621(Same as T- (CDMA)
Nokia N95 8GB Nokia 5320 Mobile Dash) Motorola Q9m
Nokia N95 Nokia 5700 HTC S740 Motorola Q
Nokia N73 Nokia E50 HTC Touch Cruise Norman (same as
Nokia N81 Nokia E66 P3650 Moto Q 9h(GSM))
Nokia 6120 Classic BlackJack II HTC Touch Palm Treo 700w
Nokia E51 Samsung SGH-i780 Diamond Palm Treo 750
Nokia N81 8GB T-Mobile Shadow HTC Touch P3452 Palm Treo Pro
Nokia E71 T-Mobile Wing HTC TyTN II P4551 Samsung SGH-i607
Nokia N96 Motorola Q BlackJack I
Nokia N82 Motorola Q9c Samsung SGH-i617

24. WiZE Mobile solution supported
Country
Kuwait Russia Argentina Finland
Malaysia Saudi Arabia Australia France
Mexico Singapore Austria Germany
Netherlands South Africa Belgium Greece
Norway South Korea Brazil Hong Kong
Panama Spain Canada India
Peru Sweden China Indonesia
Philippines Switzerland Columbia Ireland
Poland Taiwan Costa Rica Israel
Portugal Turkey Czech Republic Italy
Romania UK Denmark Japan
United States of United Arab
America Emirates

25. Why become a mobileTv.my Partner?
What do we offer our partners?....
As a mobileTv.my Partner you will enjoy:
1- Small start-up entry fee. You will never have to
purchase equipment, we will provide all the
equipment you need. Benefit: Low risk, no
complications, and a very healthy income
projection.
2- Create a network of top quality Proximity
Marketing channels and make a constant residual
profit on all that advertising space. Benefit: Time,
Money, personal & professional satisfaction.
3- Have mobileTv.my manage all of your clients’
campaigns’ details so you can focus on selling the
advertising space and on creating new channels.
Benefit: Time and Money

26. Why become a mobileTv.my Partner?
Why use mobileTv.my Proximity Marketing?....
- Because only by using Proximity
Marketing a brand may:
Deliver content of value to consumers
1- At the precise moment
2- At the right venue
3- With no cost to the consumer
4- and place it on consumers’ preferred
platform of communication: Their
handsets.

27. Why become a mobileTv.my Partner?
Why use mobileTv.my Proximity Marketing? …more reasons…
 Differentiating factor for brands and businesses.
 Repeated impact of the brand over a long time.
 Viral and Extensive: Users will see the content
several times, interact with it (if applicable), show it
around, resend to colleagues and peers, etc.
 Non invasive: Users appreciate this and they relate
this gesture positively with the brand.
 Track able detailed results: Online and in real time.
 Environmentally friendly: The technology used is
harmless, does not consume paper or other material
resources, and does not produce residues
 Benefits: Real commercial results for your clients,
which translates into residual, low maintenance,
high income for you, and into repeated business.

28. mobileTv.my MARKETPLACE
CSCs : Common short codes. Are being used effectively to create a dialog with
mobile users. Voting, polling, requests for feedback, sweepstakes, and contests
all require interactivity with the consumer and the brand.
CPM: Cost per Thousand. The CPM model refers to advertising bought on the
basis of impressions. Advertisers pay a predetermined price for a thousand
impressions.
CPC: Cost per Click. Advertisers pay for a click, irrespective of the impressions.
Commonly found in search advertising. Also referred to as PPC (Pay per Click)
advertising.
CPL: Cost per Lead. Advertisers pay for customer leads, irrespective of clicks or
impressions. Fastest growing segment in online advertising
CRM - Calculate the value. Exactly how will CRM benefit your business?
Strive to answer this question in terms of measurable ROI (return on
investment) and how CRM helps your employees use customer data more
effectively.

29. mobileTv.my MARKETPLACE
1. Traditional -These are the 30 second (or less) spots typically seen on television today.
2. Long-Form -These may vary from 60 seconds to 2 minutes and can take the form of
traditional advertising, infomercials or advertainment.
3. Preview Spots -A 30 second (or shorter) spot to preview. The content of long form
advertising. viewers to click-through.
4. Direct Response and Per Inquiry -The viewer is encouraged to respond to the add to
purchase merchandise/services or to get additional information.
5. Banner Ads - As described above, the viewer encounters several menus when
choosing a mini-channel and then choosing a program. These menus will include banner
ads that the viewer can .click-through. with his/her mobile to get additional information.
6. Companion web sites - Ads will offer the viewer the ability to spontaneously access
the sponsor's web.
7. Classifieds - The mini-channels can offer its viewers the opportunity to advertise in an
interactive classified section.

30. Contact
Questions? Next steps?
Maha
Business Development
maha@mobiletv.my
http://mobiletv.my
012 6580089