Alcatel-Lucent and Media Motion are sponsoring mobile advertising research in the UK to help the industry develop the potential of mobile advertising. They see mobile advertising as a massive business opportunity but recognize challenges around reach, moving budgets from experimental to core, ineffective online ad translation, and lack of relevance and value for consumers. They have solutions around dynamic preference management, engaging ad formats, meeting agency needs, and campaign management tools to address these challenges and plan to provide updates on their mobile advertising platform launch.

1. Pepsi
Mobile Advertising
Research UK
‘A word from the sponsors’
ALU & Media Motion

2. why are we here?

3. why we’re involved in this research
• We’re passionate about mobile advertising
• We want to help the industry develop the potential of
mobile advertising
• We’re working with one of the largest media &
advertising groups to understand the issues media
agencies, mobile network operators and consumers face
in delivering & engaging with mobile advertising
• Sponsoring this research study is part of that journey

4. who are we?

5. Alcatel-Lucent is
• Present in 130 countries, revenues of €16.98 billion,
headquartered in Paris
• We build the networks & applications for telcos to deliver
content & entertainment over mobile, online and IPTV to
their subscribers
• We firmly believe the MNO is the owner of a new highly
accountable & responsive advertising media
• We were particularly interested in this research because
it considered the MNO in the media value chain
R&D PROFILE
Budget: €2.5 billion
Active Patents Held: More than 26,000
Patents Awarded in 2008: More than 2,700
Nobel Prizes Won: 6

6. we see a potential
for mobile advertising to be a
massive business opportunity

7. We believe
• Mobile Operator inventory will make up the majority of
future mobile media - because it is accountable, track-
able and can demonstrate advertisers and publishers ROI
• We can create ability for MNO to deliver cost effective,
engaging & accountable mobile media
• The key to mobile advertising success is not based on
technology, but around a meaningful experience for the
consumer – built around preference, consent and
relevance
• The mobile media owners must deliver engagement and
scale to meet the demands of the media agencies

8. the challenges.

9. We know
• Mobile media currently lacks reach
• Mobile ad budget needs to shift from experimental to being
at the heart of the media mix
• Online methodology for advertising does not translate well
to mobile advertising
• The mobile operator is missing out on the opportunity to
create real innovation in ad inventory
• Mobile media lacks relevance and value for the consumer
and brand

10. what is our solution…

11. …here’s a sneak peek.

12. We have
• Deep working relationships within media industry
• Ability to create and add inventory to mobile operators’
media portfolio
• Ability to increase inventory value through permission
and dynamic preference management
• Innovative and engaging advertising formats
• Ability to meet the requirements of mobile advertising
media inventory for the global media agencies
• Powerful and intuitive access to media booking
• Full campaign management

13. Over the next months we will be able to update
you in person on our progress.
Keep an eye out for our launch…

14. Until then, come and say hello
Simon Holland / Commercial Business Lead
+44 7787512945
Richard Fraser / Business Strategy
+32 478 955 347

15. Pepsi
ALU & Media Motion