1. An introduction to “ when 70% of your target customers would be happy to interact with your brand via their mobile, why are you not engaging with them?” Media

3. Technological motivations usage patterns attitudes about technology fundamental values lifestyle perspective standard of living Geographic Region of the world or country, Country size Metropolitan Cities, small cities, towns. Urban, Semi-urban, Rural. Climate - Hot, Cold, Humid, Rainy. Demographic age gender family size family life cycle education Primary, High School, Secondary, College, Universities. income occupation socioeconomic status religion nationality/race language Psychographic personality lifestyle value attitude Behavioral benefit sought product usage rate brand loyalty product end use readiness to buy - stage buying center profitability income status Market segmentation and reach

4. Geographic Behavioral Mobile has already surpassed all others channels as the media which can reach all. Demographic Technological Market segmentation and reach Psychographic Mobile is uniquely positioned to re-define advertising: From being informative to achieving target audience interaction and ultimately client transaction

5. UK advertising spend Source: WARC, GroupM Forecasts £million Mobile hardly registers – so far !!!

6. Mobile as share of Rev. spend Source: IAB 2009: Projected Mobile AdSpend 1.3% of Internet spend

7. Relevance and immediacy 100k “take-away” seekers A few examples of targeted mobile reach per month : 200k requests on Health and Fitness 50k women needing a hair-dresser 180k Airport Leisure travellers 500k Mall visitors 500k university students 800k Youth (11-19 Years) 300k Airport business travellers 2 million parents

8. New levels of engagement Exposure through in-game and in-application branding From information to interaction Capitalize on un-used memory space Competitions with Mobile Interaction and voting

9. The iPhone phenomenon Source: Apple Q3 Results, Gfk Apple sold 7.1 million iPhones globally last quarter An est. 3 million iPhones have been sold in UK, i.e. 4.5% of installed base. Which application strategy would be right for your client? iPhone, Symbian, Java, Palm Android, Windows Mobile Which advertising model is right and what can be achieved? CPM, CPC, CPA, CPR 30% of all new phones sold in UK are now Touch Screen based . THESE SCREENS WILL BE FILLED!

11. Volume Age Technology awareness Income Specific ? Bluetooth SMS Applications Off Portal On Portal Mapping client objectives

13. Notes to team: For a shorter, introductory session or as a part of a pro-active mailer, the first part should be OK to work through – enough to get attention. Part 2 is more about the vehicles that could be used to drive these previously indicated reach-figures, obviously being cautious of not giving too much away.

14. On Portal: Benefits: Banner exposure on Network’s pre-loaded portals Reach/Coverage: Everyone with Mobile Internet access, 18 million users per month Cost per 1000 impressions: £5.00 to £10.00 (TBC) Click through Rates: 1.5% to 3% (TBC) Planning schedule: approx. 3 weeks (TBC)

15. Deliverable: Brand exposure at targeted sites Benefits: Targeted as interest Reach/Coverage: Mobile Internet access users Cost per 1000 impressions: £0.05 to £1.00 (TBC) Click through Rates: 1.5% to 3% (TBC) Planning schedule: approx. 3 weeks (TBC) Off Portal (Direct-To-Consumer): Serving your ads on Mobile Web pages.

16. Benefits: Deliver branded content and vouchers directly to Mobile Reach/Coverage: 2 million per week within BlueTooth networks Acceptance rates: 10% to 60% (TBC) Cost per down-load: £0.25 - £0.75 (TBC) Planning schedule: approx. 3 weeks (TBC) Proximity Marketing: Potentially reaching 2 million commuters/ shoppers per week through established Networks or Arrange direct in-store interaction for own retail network or single site campaigns Direct campaign delivery to mobile phones via BlueTooth technology

17. Reach/Coverage: All phones with Mobile Internet access Cost per 1000 impressions: £0.05 to £1.00 (TBC) Click through Rates: 1.5% to 3% (TBC) Planning schedule: approx. 3 weeks (TBC) Application development: £2,000 to £25,000 Applications: Place banners / branding within games and applications or Development of relevant applications

18. Reach/Coverage: All phones Cost per 1000 impressions: £0.05 to £1.00 (TBC) Click through Rates: 1.5% to 7% (TBC) Planning schedule: approx. 3 weeks (TBC) SMS: Categorized Pre-conditioned Location specific 3 MONTH SUMMER MEMBERSHIP AT xxxxx xxxxx. CALL 08448484523 From 118118 Fitness First, 168 High Street, GU1 3YU; 08457404404 Deliver call to action message as integral part of 118118’s 60 million annual messages.