The document presents insights from mobile advertising research in Germany, highlighting that 39% of respondents view mobile advertising positively compared to other media. It discusses the attitudes of various demographics towards mobile advertising and what incentives would make them more receptive. Additionally, the document outlines the roles of different stakeholders in the mobile advertising ecosystem and the desire of advertisers to effectively reach and interact with consumers.

1. MOBILE ADVERTISING RESEARCH GERMANYDMEXCO - September 24 2009 - CologneTarik Fawzi

2. What do Germans think of advertising?Advertisinghelps me choosewhat to buy= 54%

3. How do Germans view mobile advertising?=39%positiveattitude towardsadvertisingon the mobile phone = 32%16 - 4442%49%62%= 37%= 40%= 34%

4. What does 39% mean in comparison to other media?Television RadioPressCinema79%82%76%62%OutdoorDirect mailInternetMobile53%73%39%65%= 32%= 59%= 34%= 74%= 68%= 77%= 58%= 70%What is your attitude towards the following media (% positive)?

5. Which attitude drivers change their attitude?What is your attitude towards mobile advertisingif …?

6. Are there differences between demographics?What is your attitude towards mobile advertisingif …?

7. What types of incentives are most wanted?5Brand messages a day= 5Whichincentive do youfind most appealing?

8. Ifincentivizedhow does mobile compare to other media?Television RadioPressCinema79%82%76%62%OutdoorDirect mailInternetMobile53%73%71%65%= 70%= 59%= 34%= 74%= 68%= 77%= 58%= 70%Wouldyougrantpermissionfor mobile advertisingifincentivized?

9. Who are making mobile advertising happen?InfrastructuresuppliersAd servingApplicationpartiesConsumersAdvertisersMedia agenciesSaleshousesOperators

10. (Mobile) advertising is about bringing the advertiser and consumer together ConsumersAdvertisersWhy mobile?Personal

11. Portable

12. Always on

13. Interactive

14. Viral>

15. What do advertisers want?>Advertisers want less ‘waste’ of theiradvertisingexpenditure>>Advertisers want reachAdvertisers want to target >Advertisers want to interactwiththeircustomers>Ultimaltelyadvertisers want sales and conversion>Advertisers want to be in touch withtheircustomers: anytime, anyplace, anywhere