You'll learn: - What the latest research tells us about consumer behavior and how they relate to their favorite brands. The crucial components of a successful mobile campaign How rich media campaigns can blend realtime A/B testing and personalization for stunning results. How to go beyond impressions, clicks and engagement to measure – and maximize – your customer's lifetime value.

1. The Largest Independent Mobile Ad Network
What Savvy Brand Marketers Must Know About Mobile
January 17, 2013

2. Mat Harris
Director of Products, InMobi
@matharris
mat@inmobi.com

3. I. Mobile Brand Advertising
II. Mobile Rich Media
 Advertisers Love Rich Media
AGENDA 


Where it Works
Common Features
Understand the Unique Challenges
 Building Creatives – Best Practices
 Measuring Engagement
III. Personalization
I. Q&A

4. Mobile Brand Advertising

5. 21% 34% 38% 57%
59%
Mobile and TV are the channels with the most impact on
purchase decisions
 Time Spent on mobile devices in the US has surpassed time spent on TV
InMobi
 72% of Americans use mobile while watching TV
InMobi
 Dual screening is 1.7 times more effective for brand awareness/ brand recall than TV alone
Nielson

6. Device use patterns reflect their inherent competitive
advantages
During a typical day, at what times do you usually use your device?
60%
Smartphone Tablet PC
50%
40%
30%
20%
10%
0%
6am - 9am - Noon - 3pm - 5:59 6pm - 9pm - Midnight - 3am -
8:59am 11:59am 2:59pm pm 8:59pm 11:59pm 2:59am 5:59am
Source: Mobext & InMobi Connected Device Research

7. Penetration of Mobile Connected Devices Continues to Increase
25% of
53% 21%
Smartphone
Smartphone Tablet
Owners also
Penetration Penetration
own a Tablet
Source: comScore Mobilens

8. 67% of mobile data users mostly or only use mobile to access the web
Source: InMobi Mobile Media Consumption

9. Use tablet while
59% watching TV
Share tablet with
45% family members
Use tablet for over an
35% hour a day

10. Mobile Rich Media

11. Today, over 50% of all mobile brand campaign buys
include rich media
Advertisers love rich media:
• Engaging brand experiences
• Cutting edge features
• Consistently higher CTRs vs. static ads
• Detailed analytics, measurement of real
engagement objectives

12. Engaging Brand Experiences
DOVE
HAIR SOLUTION
Brand Awareness
APAC REGIONAL WINNER
BRONZE GLOBAL WINNER
2012
Video Play Lead Gen Click to Share
Coupon Link to Site Game

13. Rich media works across Android & iOS

14. Use advanced smartphone & tablet features

15. Understand the unique challenges of rich media
• Ad server fragmentation
– Ad servers each require specific code to render ads, called an “SDK”. Rich media ads must conform
to each ad server on which a given campaign will run
• Mobile site fragmentation
– Mobile sites employ HTML/JS/CSS just like non-mobile sites. But site developers often deploy their
own site’s code in a non-standard way
– Ads built for one site can often require some tweaking to render properly on another property
• Device/OS fragmentation
– Thousands of different Android configurations
– Dozens of different screen dimensions
15

16. Ad creative best practices
• Keep your value proposition clear
– Key message must be delivered to users quickly
– Make the call-to-action easy to read & understand
• Limit the clutter
– Limited real estate within mobile creative. Keep copy clear and
concise
• Don’t overdo the graphics
– Keep graphic size small to ensure quicker load times
• Leverage rich-only capabilities
– Integrate mobile-specific functionality (i.e. shake, tilt, swipe)
– Drive deeper user engagement (focus on the experience)
16

17. Measuring Engagement

18. Personalized Advertising

19. Mobile is unique in its capacity for
relevant dynamic personalization
GEO-TARGETING
DAY-PARTING
CUSTOMIZED SHOPPING

20. Context and location-based experiences drive ROI
MCDONALDS
MCCAFE FRAPPÉ
Store Locator Link to Site Click to Share
Weather

21. Mobile is ideal for personalization
• Mobile is the MOST personal PC
• POS in your hand
• Location-aware
• Many data dimensions
• Highly relevant, actionable messaging
• External variables
• Dynamic feeds
21

22. Q&A