Mobile advertising is an effective marketing channel as it can reach many Australians who use mobile phones and devices. It allows for targeted advertising to specific audiences based on parameters like location, interests and demographics. Mobile advertising campaigns can be measured through sophisticated reporting on metrics like banner impressions, click-throughs, calls, downloads and competition entries. Several example campaigns are discussed that successfully used mobile channels like banner ads and SMS to drive brand awareness, engagement and direct responses for companies in various industries. The document advocates that mobile advertising should be integrated into marketing mixes as consumers increasingly use mobile devices.

1. Integrating Mobile Advertising into the Marketing Mix Thomas Arthur, GM Sensis Digital Marketing Services

2. Advertising that’s always on

3. Key considerations for mobile campaigns Why mobile advertising? How is it being done?

4. Mobile advertising innovation Consumer mobile advertising content Sensis mobile advertising business

6. Why Mobile Advertising?

7. Reach 8.55 million Australians currently use a mobile phone connected to a 3G network Source: ACMA Communications Report 2007-2008

8. Reach More than 4.4 million are Telstra 3G and NextG TM network mobile customers

9. Reach users each month 2.3 million The MediaSmart mobile ad network has MediaSmart allows advertisers to take advantage of BigPond’s Mobile Portal which also includes the Sensis mobile and 3 rd party network. Source: Omniture Report (Jan – Mar 2009)

10. Audience Targeting Targeting parameter options can include:

11. Audience Targeting Bright Futures 35, Pyrmont Conscious Consumers 36, Clovelly Mortgaged Aspirations 35, Dundas Studied Wealth 55, Rose Bay

14. How it’s being done

20. "TV will never be a serious competitor for radio because people must sit and keep their eyes glued on a screen; the average American family hasn’t time for it." - New York Times, 1939 Don’t make the same mistake with mobile advertising For more details SMS* ‘cebit’ to 0415 268 766 *standard SMS charges apply or Visit our mobile site http://adsites.com.au/1/4555