www.flickr.com/photos/35798967@N08/3307330817 THE GLOBAL AUTHORITY ON MOBILE MARKETING

1. What We Do 2. Mobility Planning 3. Innovation @ 5th 4. Example: Mobile Elements Ad networks & Targeting Creative & Post Click Case Study http://www.flickr.com/photos/11266609@N00/2872069583/ Presenter: Steen Andersson Co-Founder & Vice President

Slow Networks 3G

Under Powered Handsets

But finally…

Better Networks & Better Handsets

Tapping into context.

so, as an advertiser, what are the critical things you need to know about mobile?

Know your mobile Ad Networks… Direct Response (Long Tail of Publishers) Branding (Premier) High Traffic Volume Lower Traffic Volume Chart: North American Ad Network Inventory Mix (Source 5 th Finger)

so once you've chosen your networks, how does one go about targeting?

what about the latest banner formats?

OUT ON DVD & BLURAY RIGHT NOW! Click to Purchase (Amazon)

Click to Purchase (iPhone)

© 5th Finger 2009 Interactive & Video Banners

how do we drive ROI post click ?

SMS Coupons/Vouchers Click to Call Branded Content Downloads SMS Alerts WAP Coupons Sales Promotion Sweepstakes Download Mobile Wallpapers Videos (Trailers, etc) E-commerce Beyond the Banner (Driving ROI)

Click to Call “ Hello, welcome to Verizon…” Call to 188-332-4307 Duration 4s

Store Locator COFFEEHOUSE LOCATOR Enter your zip-code: SUBMIT COFFEEHOUSE LOCATOR

Retail Coupons/Vouchers Check out our new summer styles. Visit your local SGH and give them the code “SGH008” to receive 10% your next purchase of $100 or more. Get the latest styles! Enter your phone number here to receive coupons and more: GO CLICK HERE

Lead Capture Your name Register for a test drive: Your Mobile # SUBMIT Thank you for your interest. We will be in touch soon.

CRM & Loyalty TY 4 signing up 4 Victoria’s Secret text messages. Reply “Y” to get up to 4 msg/month. UR now on the VS mobile list! Look for exclusive offers, event coverage & new product info. Subscribe for Victoria’s Secret Mobile Alerts Enter your phone number here: GO

Sweepstakes THX. You’ve been entered in the draw. Winner drawn on 12/31. Std msg rates apply. Win a new iPhone 3G phone!* Click Here to Enter Or text WIN to 95294 *Winner drawn on 12/31/2008 . Enter your Name and Mobile # to enter: Your Name Mobile # SUBMIT

Why mobile works for Land Rover…

Extending Reach… PC Home 119,876,000 Mobile: 38,083,000 Source: Nielsen Mobile TotalWeb Report Q1 2008 Mobile Web provides an average of 14% lift in audience over the Home PC Audience

Larger % of page real estate vs PC

High Click Through Rate (CTR): 1.5% aver On average, for the InsightExpress® studies ran for last 12 mths, mobile provided 5X lift (in brand metrics) over that of Internet ad campaigns

LAND ROVER Moving from PC to Mobile...

LAND ROVER Moving from PC to Mobile... $1.6M digital media budget goes to mobile…

www.flickr.com/photos/35798967@N08/3307330817 THE GLOBAL AUTHORITY ON MOBILE MARKETING