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MOBILE 101 LUNCH ‘N’ LEARN: The Most Seen Screen June 11, 2009
[object Object]
BRIEF HISTORY OF MOBILE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Dr. Martin Cooper of Motorola, made the first US analogue mobile phone call on a larger prototype model in 1973.
THE CONVERGED DEVICE “ Always with you”
WHY MOBILE?
[object Object]
MASS REACH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Nielsen Mobile, May 2008
MONTHLY MOBILE INTERNET UNIQUE AUDIENCE Data is in millions 28.1% YTY Increase in Mobile Unique Audience Source: Nielsen Mobile, May 2008 Jan 2009 Feb 2009
EXPECTED GROWTH OF MOBILE INTERNET USERS By 2013, there will be 134 million+ mobile internet users Worldwide SMS volumes are expected to grow from 2.6 trillion in 2007 to 5.5 trillion in 2013
STRONG ADOPTION OF UNLIMITED DATA PLANS 53.0% Increase YTY (US) Source: comScore m:metrics, December 2008
US MOBILE INTERNET USER PROFILE Source: Nielsen Mobile, May 2008 Key Facts Demographically diverse:  Approximately 50/50 split between those above age 35 and those under 35 Slight male skew:  56% are male; 44% female.  The male skew is consistent with findings across markets (i.e. Europe, Brazil, India, Russia) Not just for high HH income:  24% have HH income > $100k+; 26% have HH income < $50k
CONSUMER MOBILE ACTIVITIES BY AGE  P13+ Text Get Maps Check  Weather Read News  13-17 18-24 25-34 35-44 45-54 Email Picture  Message 58% 80% 84% 74% 64% 50% 18% 20% 26% 28% 21% 13% 29% 48% 51% 41% 29% 20% 6% 6% 8% 9% 7% 4% 9% 9% 13% 14% 12% 7% 8% 6% 10% 13% 11% 7% 55-64 33% 9% 14% 3% 6% 6% 65+ 50% 3% 6% 1% 2% 1% Source: comScore m:metrics, September 2008
MOBILE GROWTH AMONG CONTENT CATEGORIES 2009 AdMob, Inc. Confidential & Proprietary % Growth Among Top Internet Categories from 2008 to 2009
MOBILE PROVIDES LIFT IN KEY METRICS ,[object Object],Source: Dynamic Logic AdIndex July 08 2.6 5.6 23.9 3.0 12.2 1.7 5.4 1.5 4.7 6.9 Aided Brand Awareness Ad Awareness Message Association Brand Favorability Purchase intent
[object Object]
OPPORTUNITIES OVERVIEW ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MOBILE OPPORTUNITIES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],COOL TOOLS Watch Cool Tools on DIY Network. *Reply Y for show reminder App Name:  ESPN X GAMES Version: 1.0 Size: 10630 SMS Reply Click to WAP Voice Reply Click to Video Click to App
INTERNET BANNERS/TEXTLINKS/PRE-ROLL VIDEO ,[object Object],[object Object]
SMS/MMS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],From: 44636 From: 44636 NFL NE:38 NYG:35 F 12/29 * Premium rum needs to be enjoyed! Reply  Don Q Don Q quality comes  from aging that takes 2-3 years. This makes the flavor of Don Q rum shine. Find out more by visiting http://m.DonQ.com
SMS/MMS (cont.) ,[object Object]
3 RD  PARTY APPLICATION SPONSORSHIPS ,[object Object],[object Object]
SEARCH ,[object Object],[object Object],Source: eMarketer, April 2009
PROXIMITY MARKETING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PROXIMITY MARKETING (cont.) ,[object Object],[object Object],[object Object]
LEAD GENERATION > CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
M-COMMERCE ,[object Object],[object Object],[object Object]
PROPRIETARY APPLICATIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
DOWNLOADS ,[object Object],[object Object],[object Object],[object Object],[object Object]
BOOKMARKS ,[object Object],[object Object],[object Object],[object Object]
DEVICE CUSTOMIZATION ,[object Object],[object Object]
COUPONING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
INTEGRATION ACROSS MEDIA ,[object Object],[object Object],Live NFL scores on your cell phone! Send a text message to  44636  (4INFO) with  EXPRESS TEAM NAME  (EXPRESS JETS) to sign  up for team scores & news.
OUT OF HOME ,[object Object],[object Object]
ON-AIR ,[object Object],[object Object]
ON-PACKAGE ,[object Object],[object Object],[object Object]
VENUE ,[object Object],[object Object],[object Object]
[object Object]
TARGETING Behaviors: Categories of high-propensity Individuals.  Based on mobile web browsing activity & premium mobile content purchase ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TARGETING (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TRACKING AND REPORTING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
?

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Mobile Marketing 101

  • 1. MOBILE 101 LUNCH ‘N’ LEARN: The Most Seen Screen June 11, 2009
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  • 4. THE CONVERGED DEVICE “ Always with you”
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  • 8. MONTHLY MOBILE INTERNET UNIQUE AUDIENCE Data is in millions 28.1% YTY Increase in Mobile Unique Audience Source: Nielsen Mobile, May 2008 Jan 2009 Feb 2009
  • 9. EXPECTED GROWTH OF MOBILE INTERNET USERS By 2013, there will be 134 million+ mobile internet users Worldwide SMS volumes are expected to grow from 2.6 trillion in 2007 to 5.5 trillion in 2013
  • 10. STRONG ADOPTION OF UNLIMITED DATA PLANS 53.0% Increase YTY (US) Source: comScore m:metrics, December 2008
  • 11. US MOBILE INTERNET USER PROFILE Source: Nielsen Mobile, May 2008 Key Facts Demographically diverse: Approximately 50/50 split between those above age 35 and those under 35 Slight male skew: 56% are male; 44% female. The male skew is consistent with findings across markets (i.e. Europe, Brazil, India, Russia) Not just for high HH income: 24% have HH income > $100k+; 26% have HH income < $50k
  • 12. CONSUMER MOBILE ACTIVITIES BY AGE P13+ Text Get Maps Check Weather Read News 13-17 18-24 25-34 35-44 45-54 Email Picture Message 58% 80% 84% 74% 64% 50% 18% 20% 26% 28% 21% 13% 29% 48% 51% 41% 29% 20% 6% 6% 8% 9% 7% 4% 9% 9% 13% 14% 12% 7% 8% 6% 10% 13% 11% 7% 55-64 33% 9% 14% 3% 6% 6% 65+ 50% 3% 6% 1% 2% 1% Source: comScore m:metrics, September 2008
  • 13. MOBILE GROWTH AMONG CONTENT CATEGORIES 2009 AdMob, Inc. Confidential & Proprietary % Growth Among Top Internet Categories from 2008 to 2009
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