This document discusses common myths about mobile advertising and the reality. It summarizes: 1) Mobile advertising has potential but is still developing, driven by smartphone growth. It is becoming an integral part of media mixes. 2) Smartphone capabilities allow for new rich advertising experiences beyond limited small screens, using touch, location, video, sensors. 3) Mobile advertising reaches a wide audience beyond just teens and young adults. 4) While the US and Europe are ahead, Israel is developing a substantial mobile advertising market. 5) Advertising occurs not just on phones but other portable devices like tablets and media players.

2. Myth #1:
Mobile Advertising is a big
promise…but it still doesn’t
happen much at the moment

3. The smartphone becomes a
prefferred channel to enter the web

4. The users are there: mobile web browsing
and app usage is soaring

5. The SamrtPhone boom is the major catalyst
For mobile media budgets to grow
And the advertising &
media market acts
accordingly…

6. Mobile ad requests are already large scale

7. Many predictions of market size
It’s the trend that matters

8. The fastest growing digital media channel
"Mobile advertising
obviously has a lot of
potential and power.
There's a lot of debate
about whether it will
take off – we think it
will, driven by iPhone
and Android
development.,"
Sir Martin Sorrell
WPP chairman
DECEMBER 09

9. Myth vs. Reality #1
 Mobile media becomes an integral part of the media mix
say
Mark Read, chief executive
of WPP Digital. "The
absolute revenues now are
tiny, but you can see how
these things are starting to
fit together.''

10. Myth #2:
A small screen=limited UX=
limited advertising experience

12. A new era of advertising
The closest to consumer form
Of advertising ever

13. New capabilities of this media platform triggers a
whole new set of advertising capabilities
TOUCH
LBS - GPS
VIDEO
ACCELOMETER – Motion Detection
REAL TIME

14. VW CC 2010 iPhone campaign
CLASSIC touchVERTISING

15. DOCKER’S first shakable ad campaign
ACCELOMETER
http://www.youtube.com/watch?v=NwnuwGhcpRU&feature

16. iAD Nissan Leaf campaign
“Meet the Future”
http://www.youtube.com/watch?v=a-_xa_m7MXU

17. McDonald’s location based campaign
OVI MAPS
The landing page supplied driving and
walking directions
Results:
• 7%CTR
•39% of the users who clicked through to
the landing page, clicked on the button for
directions to the nearest store

18. Devices with integral GPS
•Enable brands to meet specific needs
related to time and space
•A great opportunity for the retail sector

19. Mobile Video touchVERTISING - UbiSoft
• Interactive video pre roll
• 3 sorts of call to action:
1. Mobile web page
2. App download page in the apple app store
3. Amazon Mobile > Direct Purchase
• 5.4% CTR .

20. ShupherSal video campaign

21. Mobile Real time touchVERTISING - VOLVO
• This campaign incorporates twitter
updates in real time on the display
banner

22. Myth vs. Reality #2
 Mobile: an upgraded adv.
Experience when done right
 The challenge is educating the
creative teams to understand and
utilize the smart phone capabilities

23. Myth #3:
mobile advertising fits only
teens and young adults

24. Smart Phone Demographics
ADMOB January 2010

25. Myth vs. Reality #3
 Mobile advertising, specifically
in Smart phones, fits a wide target
audience

26. Myth #4:
mobile advertising is kicking WW,
but not yet in Israel

27. A sample of advertisers in ‫מפרסמים לדוגמא‬
POSITIVE MOBILE ‫ ב‬PositiveMobile network
‫4 חודשים אחרונים‬

28. A sample of advertisers in ‫מפרסמים לדוגמא‬
POSITIVE MOBILE ‫ ב‬PositiveMobile network
‫4 חודשים אחרונים‬

29. Positive Mobile shows positive
inventory growth

30. Myth vs. Reality #4
 Israel is a bit behind US and European markets, but a
substantial market is already evolving

31. Myth#5:
mobile advertising is
In mobile phones

32. The share of of ad requests from mobile
devices which are not phones is on the rise
17%
blue graph: ,Sony PSP ,iPod Touch
Nintendo Dsi

33. Like these iPad campaigns…

34. Myth vs. Reality #5
 Advertising in Mobile/portable devices

35. Thank You
Tzahi Stein
tzahi@positivemobile.co.il
9 72-54-2245600