Mobile Monday had the honor of receiving Russell Buckley as a speaker during MoMo #6: Marketing & Advertising.

1. Mobile Monday Amsterdam

2. Who is AdMob?
• World's largest and highest quality
mobile advertising marketplace
• Size and Scope:
26+ Billion ads / 160+ countries
• Global Page Views:
2.6 Billion / month
• Mobile Ad Solutions:
CPC Text, Text&Image & CPM
Graphical
• Partnerships:
4500+ mobile sites
• Self-serve and full-serve

3. What Can Mobile Advertising Do for You?
• Brands and Advertisers:
• Target consumers via their mobiles
• Mobile Website Owners:
• Promote your mobile websites
• Operators and Publishers:
• Monetise your mobile web properties
• Mobile Content Owners:
• Use the phone as a marketing channel

4. Mobile Ads in Context
Mobile Advertising Mobile Marketing
• Banner Ads - Text • Text messages - SMS
- Graphical • Picture/video Messages - MMS
• Shortcodes
Search Engine
• Bluetooth
• Pre / Post Roll Video Ads
• Idle Screen
Location Based
• In – Game ads
For more information MMA & IAB
2005-2007 AdMob, Inc. Confidential & Proprietary
2005-2007 AdMob, Inc. Confidential & Proprietary

5. Text Link and Banner Advertising
Text Link ads - CPC Banner ads - CPM
Request free Navy video
Request free Navy video
AD: Watch Ford video on your N80
Try the new MSN Mobile Now
Get Showtimes & Tickets
Is your phone an Autobot?
Locate a Ford Dealer
Shadowrun on X360 & PC
2005-2007 AdMob, Inc. Confidential & Proprietary

6. Who is Advertising?
Mobile Content Retail & Services Movies, TV & Games Internet Consumer Products
Financial
2005-2007 AdMob, Inc. Confidential & Proprietary

7. Breakdown by Country

8. Breakdown by Country

9. Breakdown by Country

10. AdMob Mobile Analytics – Campaign Optimization
AdMob built the first Analytics suite for the Mobile Web to
enable Advertisers to track campaign performance and
optimize landing pages.
• Post-click tracking
• Site usage / User behavior
• Unique Visitor details
• Define events  Track conversion
• Measure ROI
Use Cases:
• Determine which ads perform best and lead to conversions
• Understand customers’ usage of your mobile landing page
2005-2008 AdMob, Inc. Confidential & Proprietary

11. Case Study: MTV Europe Music Awards
Goal To drive traffic to the MTV Europe Music Awards (EMA)
2007 mobile site. News & competitions plus free downloads
including images, videos and EMA mobile game. Also the
chance to nominate and vote for their favourite artists.
Campaign MTV ran targeted text link ads on the AdMob network to
reach global audience. Ads changed often switching to live
stories on the night giving added reasons to click through.
Result AdMob mobile ad campaign increased visitors 300%
from the previous year & increased downloads 400%
MTV EMA Mobile Site Key campaign results
CPC Text Ads
300% increase in
Live gossip now from the MTV EMA’s traffic!
Free video downloads – MTV EMA’s
400% increase in
downloads!
2005-2007 AdMob, Inc. Confidential & Proprietary

12. Land Rover Case Study
Goal Increase excitement about Range Rover Sport among target
audience & Drive traffic to retailers to schedule test drives
Result AdMob’s targeting solution allowed Land Rover to reach the
affluent male demographic and engage them through a custom
landing page delivering on both DR & Brand goals.
23% of those who clicked-thru to the landing page responded to at
least one call to action. 88% watched the video, 3% used click-2-call,
and 9% entered their zip code using the dealer locator module.
CPM Banner Ad
Landing Page Activity Qualified Leads
• Click-2-video: 88% 50% of calls
lasted >30 sec.
CPC Text Ad • Click-2-call: 3%
• Dealer locator: 9% 20% lasted >1
minute
2005-2007 AdMob, Inc. Confidential & Proprietary

13. Adidas Case Study
Goal Adidas estimated all marketing efforts in print, TV, and online,
would drive 500,000 unique visits to their mobile portal
Result AdMob Marketplace alone delivered over 180,000 visits and
over 4 million advertising impressions.
With a CTR well above 3%, expectations for mobile marketing
were exceeded.
40% of
leads at
4% of
budget
2005-2007 AdMob, Inc. Confidential & Proprietary

14. Coca-Cola Case Study
Goal Coca-Cola wanted to leverage web video assets for a global
mobile ad.
Result Coca-Cola reached users in 125 countries with 1.31%
click-thru rate and a 130% ratio of plays to clicks.
AdMob drove successful Mobile Video ad program using text /
banner ads, AdMob landing pages, and industry first Click-to-
Video capabilities.
1.31%
CTR and
>130%
play rate!
2005-2007 AdMob, Inc. Confidential & Proprietary

15. Mobile Media users attractive for advertisers
Data from fusion of mobile usage into TGI media planning tools
‘Word of Mouth Champions’ I’m tempted to buy products I’ve seen advertised
Profile % Agree: I’m
Mobile phone
tempted to buy
Champions
products I’ve
seen
TV/Video/Audio Mobile 33%
Equipment
media*
Champions
Alcohol Champions Magazines 29%
Cinema 29%
Food Champions Internet 28%
Newspapers 26%
Radio 26%
Clothes Champions
TV 26%
Outdoor 26%
0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0%
Mobile Media* profile % Internet profile % Magazines profile% TV profile%
Source: TGI M:Metrics 2008 – Base: All GB adults (aged 15+)

16. Advertising is 1st or 2nd most influencing factor when choosing…
Adults 15+ Mobile Media Internet profile Mobile % more
profile % profile % % likely than
internet
Bank/Building 5.4 8.1 5.3 53
Society Current
Account
Bank/B.Society 4.5 6.4 4.5 42
savings accounts
Credit/debit cards 2.7 3.6 2.6 38
TV set 4.3 6.3 4.1 54
Most recent car 2.6 3.8 2.7 41
Supermarket for 5.9 8.6 5.5 56
main shop
• The TGI M:Metrics: Mobile is attracting a unique audience. Nearly a third of the
Sun’s mobile audience are not readers of the newspaper, nor visitors to the
website.

17. Russell Buckley
Managing Director, Europe
russell@admob.com
www.admob.com