Mobile advertising is growing rapidly and is projected to surpass desktop internet advertising within 5 years. The iPhone saw the fastest adoption of any technology and drives over 60% of mobile advertising in the UK. Mobile advertising allows for highly targeted and location-based ads, driving app downloads and commerce. Case studies showed mobile ads increasing movie intentions by 31% and helping a paint company's app rise significantly in rankings.

1. June 2010 Mobile Advertising

2. Mobile Advertising Revolution Mobile will be bigger than desktop Internet within 5 years. iPhone the fastest Internet tech adoption ever. Over 19 billion ad requests from mobiles worldwide. Over 60% of all mobile advertising in UK is served through iPhone. If Skype were a ‘carrier’ it would be the largest in the world. Convergence driving innovation. Mobile and convergent technology revolutionising commerce.

3. Mobile bigger than desktop

4. iPhone/Touch fastest Internet adoption

5. Global Perspective: Ad Market

6. Global Perspective: OS and Handsets

7. UK Perspective: OS and Handsets

8. Evolution of Mobile Advertising

9. 2010: The New Revolution Shop Savvy Priceline Location based Services Transparent Pricing Time-sensitive discounts Gilt Shazam Instant Gratification Priceline Shop Savvy

10. A Client Perspective “ iAd will revolutionise mobile advertising. With iAd, we have been able to create some powerful and compelling ads ever. It is the perfect mobile format to reach and engage with our customers.” Rob Master, Media Director, Unilever

11. Advertising Opportunities In-App Advertising Display Advertising In-App advertising to launch in UK, September 2010 Display advertising available in UK

12. Advertising Formats

13. Purchase Path

14. Interactive Ad Units: Interstitial

15. Advertising : Served by Relevance e.g. Temperature triggers ad copy * *unlike the example shown although imagine a Coke ad served on a hot day and it makes more sense.

16. Case Study: VW Targeted high net worth individuals across Germany through mobile CTR of 1.7% 25,000 warm prospects delivered to VW site

17. Case Study: Sherwin Williams Challenge to get app to standout on App Store Targeted potential customers of paint products Used mobile advertising to drive uptake of their app The app is an innovative way of selecting a paint colour and driving purchase

18. Colour matching through to Commerce

19. Mobile Advertising drove downloads

20. Sherwin Williams: Results 11.9 million advertising impressions. 129,000 clicks. 1.08% click through rate. Daily downloads increased over > 500%. Increased app ranking from 70 to 18 in App Store.

21. Case Study: Wolfman Movie goers were served with interactive mobile ad units Increased intention to view the movie by 31% versus those not exposed to ads

22. Mobile Advertising: Summary Significant numbers of UK population with iPhone/Android phones. Advertising can be used to drive awareness or direct response. Highly targeted with potential to geo-target (local). Ad serving can be tracked to other attributes such as weather e.g. soft drinks and ice cream. Potential to cross-market to apps that help to drive commerce. A highly complementary and effective advertising channel.

23. Contact For further information contact Rob Forshaw, CEO, Grand Union and 6am, UK [email_address]