This document discusses myths about mobile advertising and provides data to counter them. It argues that mobile is not like desktop advertising and requires tailored creative. While new platforms like iAd are promising, their reach is still limited. The document also shows that targeting is valuable but should not be the sole goal, as broad campaigns can discover new audiences. Consumer comfort with mobile ads is high, especially among males and youth. Finally, it notes that mobile commerce is growing rapidly and waiting to adopt mobile strategies risks losing customers to competitors.

1. 10/29/20101World’s Largest IndependentMobile Ad Network5 Mobile Myths & T Anne Frisbie, VP & Managing Director, North AmericaOctober 2010

2. 10/29/20102MOBILE5MYTHSMobile… It’s Just Like Desktop!I Only Want Hyper-Targeting.Can We Talk About What’s New?Consumers Are Not Ready.No Thanks, I Prefer To Wait.

3. 10/29/201031Mobile…It’s Just Like the Desktop!

4. Consumer Interest is Linked Closely to the Convenience of the Device.Base = Test respondents (n=2,145)Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]4

5. Men and Women are Engaged on Mobile Differently Mobile Ads Consumers Would Click OnMaleFemaleBase = Test respondents (Male=2,011; Female=882)Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]5

6. 10/29/20106Mobile is NOT the desktop. Broad Creative and Calls to Action should link to device usage.

7. 10/29/201072Can We Talk About What’s New?

8. 10/29/20108iAd Is Great, But Let’s Not Get Carried AwayJami Lawrence comments from Publicis Modern in New York – 14 September 2010“It’s a really small audience—from a scale perspective not really there,” she said. “For iAd to make sense, you have to be a client targeting an Apple techy audience, because all of the other platforms are left out…“It’s not efficient for me to recommend something like iAd when I’m trying to pull maximum reach for my clients…”“It’s really a PR move.”

9. iPhoneRepresents a Minority of the MarketGo to www.InMobi.com/research to download

10. All Stages of the Funnel are Represented;Awareness is the #1 Consumer BenefitBase = Control respondents (n=1,506)Q4. Has a mobile ad ever…? [check all that apply]10

11. 10/29/201011Focus on what works, not just what is new. Scale and Reach Work.

12. 10/29/2010123I ONLY WANT HYPERTARGETING

13. Case Study: Salto Alto Shoes ObjectivesPromote the brand Salto Alto among women ages 25-44 , affluent, into fashion

14. Encourage sales of their designer shoes

15. Lead generation for CRM marketingSolutionInMobi ran the campaign targeting exclusively the audience that the brand was looking for

16. We complimented the spend with a broad based network buyResults: Salto Alto Shoes Targeted Buy: Highly targeted (women, 25 - 44, high end devices)

17. No Media “spillage”

18. Less than 10% of the clicksSupporting Broad Buy: Broad based campaign

19. Use of post-click Ad ROI tracking technology (AdROIt™)

20. 10x increase in clicks vs. targeted buy

21. 35% within targetwhich was a 400+ index versus market incidenceWhere the incidence of this target in Australia is just 9%

22. 10/29/201015Benefits: Two OptionsMAINTAIN TARGETED REACH DISCOVER NEW SEGMENTSDiscoveredCustomersBroad Run of NetworkTargeted Run of Network

23. 10/29/201016Targeting Is A Guideline, Not the Goal. Retain the Value of Mobile Advertising.

24. 10/29/2010175Consumers Are Not Ready Yet.

25. Nearly Two-thirds of US Consumers are Comfortable with Mobile Ads.Base = Total respondents (n=4,399)Q3. How comfortable are you with mobile advertising? 18

26. While All Demos are Positive, Males and Youth are Most ReceptiveLevel of Comfort with Mobile AdvertisingBase = Total respondents (Male=3,194; Female=1,205; Under 25=2,327; 25-44=1,662; 45+=410)Q3. How comfortable are you with mobile advertising? 19

27. 10/29/201020Consumers appreciate a real exchange of value. Top Tier Brands Offer Value in The Mobile Channel.