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Marketing On The Go Harnessing The Latest Tech Advancements To Reach Mobile Users

Interactive Marketing Virtual Conference and Trade Show

Hot Button Panel 1


Featured Speakers

Brian Morrissey

Nicholas Covey

Kevin Perkins

Digital Editor Adweek

Marketing Analytics & Development Manager Nielsen Wireless & Nielsen Games

CEO Greenlight Wireless

Interactive Marketing Virtual Conference and Trade Show

Hot Button Panel 1


Brian Morrissey Digital Editor Adweek


The Next Frontier •

2.6 billion mobile phone subscribers worldwide; 4 billion by 2010 (iSuppli)

89% of major brands plan to market on mobile phones next year (Airwide Solutions, 2/06)

52% see mobile occupying 5-25% of their marketing budget by 2011 (Airwide Solutions, 2/06)

Market forecast to hit $14 billion in 2011. (eMarketer)


Current Landscape • • •

Market: $1.5 billion spent worldwide on mobile ad programs in 2006 (eMarketer) Formats: Most programs are texting, banner ads Consumer adoption: Phones still used mostly for calling 9 percent use phones for e-mail,15 percent use search (Harris Interactive, 6/07) Consumer wariness: 19 percent trust mobile advertising, lowest of all media formats (Nielsen survey, 4/08); majority found all forms of mobile advertising “not acceptable at all” (Harris Interactive, 06/07)


Developments


Internet giants make their moves •

Yahoo: started mobile ad network in March

AOL: purchased mobile ad network Third Screen Media in May

Microsoft: bought ScreenTonic in May

Google: Here comes the GPhone?


Carriers vs Internet giants • Carriers control access to their networks • Invested billions in setting up networks; now see advertising as key to their future. • Handset makers like Nokia want to add services; paid $8 billion for NavTeq


Formats-Search • Carriers • Search Engines • Geo-targeting:Nokia and Navteq


Formats-Display/Video • Networks: AdMob, Third Screen, Yahoo • Video ads: MobiTV


Formats-Applications • Special K diet tips • Nokia city maps in London


Advertising and the Mobile Consumer – Research from Nielsen Mobile Adweek Technology Virtual Tradeshow

October 16, 2007

Confidential


Nielsen’s Strategic Acquisition of Telephia • Telephia has been the leading provider of consumer research to the mobile industry since 1998. •

Serving over 100 telecom and media clients

Broad portfolio of technology based measurement tools

• Nielsen acquired Telephia in August. We are rapidly integrating. •

Integrate existing data and build new products together

Provide integrated client service and analytics

• Together, Nielsen and Telephia will allow the mobile media business to develop faster – provide the essential measurement infrastructure •

Market research - provide the consumer data that media companies and operators need to make programming, pricing, and promotion decisions

Audience measurement - support a scalable mobile advertising marketplace by providing data required for targeted advertising

• We will coordinate mobile media measurement with other Nielsen products – holistic, consistent view of media consumption

Confidential


Nielsen mobile advertising research addresses each mobile media vehicle available to advertisers Product

Methodology

Key Metrics

Telephia survey of ~4,000 active mobile internet users

Top websites, reach, unique audience, demographic profiling and segmentation

Largest sample of internet/IM users per month

Monthly online (Mobile Internet & IM)

Survey of 1,000+ active mobile video users per quarter

Top channels and programs, availability, reach, demographics, daypart, session length, consumer preferences, satisfaction

Only source for such a detailed report due to unparalleled sample sizes

Quarterly PPT

Mobile Audio, Applications, Game, Premium SMS Reports

Direct measurement from bills of ~40,000 wireless lines per month

Top titles (games, ringtones, fulltrack music, client apps, short codes), downloads, purchases, revenue share, price paid, new vs. repeat subscriptions, demographics

Only source for bill-based data that delivers accurate title-level detail and revenue performance

Mobile Advertising Report

Survey of ~20,000 mobile content users per quarter

Mobile advertising recall, responses, attitudes and preferences

Largest sample of mobile content users

Mobile Internet & IM Report

Mobile Video Report

Confidential

Competitive Advantage

Delivery

Monthly Online (Games, Audio) Quarterly XL (Apps, PSMS)

Quarterly PPT


Text messaging continues to be most popular service; mobile internet is up to 77 million subs Mobile Content Subscribers (millions) Q2 2006 – Q2 2007, National

YOY growth 250 221

216

232

227

237

10%

200

34% 166 150

148

144 128

124 100

97

63 50

0

Source: Telephia bill panel and survey analysis. Extrapolation from CTIA and Telephia mobile universe estimates.

63 55 45

42 30

73 68

77 74

54

54

131%

77

22%

59

97%

T o t a l US S ubs T e xt M e s s a ging Int e rne t D o wnlo a d M ult im e dia M e s s a ging

5

6

7

8

12

Q2 2006

Q3 2006

Q4 2006

Q1 2007

Q2 2007

Note: Includes prepaid, postpaid, and all carriers. Does not include off-bill.

* Trend Break. Classification Updated

Confidential

140%

V ide o


Audience size of audio and games downloaders are reaching critical mass Mobile Downloaders (in millions) Q106-Q107, US

70

YOY growth 59 * 97%

60 54

54

50 45 * 40

30

30 25

26

27

27

17

19 18

20 14 10

16 9 *

32

28%

21

50%

17

N/A 13 * 225%

8

A pps P re m ium S M S

0

Source: Telephia bill panel and survey analysis. Extrapolation from CTIA and Telephia mobile universe estimates

Note: Includes prepaid, postpaid, and all carriers. Does not include off-bill.

A udio Games

9

4 Q2 2006

T o t a l D o wnlo a de rs

Q3 2006

Q4 2006

* Trend Break. Classification Updated

Confidential

Q1 2007

Q2 2007


How do consumer attitudes towards mobile advertising differ by media vehicle? I believe that advertising on my mobile device is unacceptable

67%

68%

64%

64%

54%

59%

60%

62% Agree Disagree

All Data Users

SMS

MMS

WAP

Video

Game

Audio

All Data Users

12%

SMS

14%

17%

MMS

WAP

Source: Q1 07 TAM Survey

32%

Video

26%

26%

27%

32%

All Data Users

SMS

MMS

WAP

45%

34%

31%

35%

Audio

App

Agree Disagree

App

I don’t mind advertising on my mobile phone so long as it is relevant to my interests

12%

I would be willing to have advertising on my mobile device in exchange for something

19%

17%

24%

Game

Audio

App

Agree Disagree

Video

Game

I expect to see more advertising on my mobile phone

15%

14%

15%

23%

All Data Users

SMS

MMS

WAP

T1980: How strongly do you agree or disagree with the following statements?

Confidential

36%

Video

19%

15%

Game

Audio

27%

App

Agree Disagree


How do typical audience profiles differ from one mobile media vehicle to another? Demographic Profile of Mobile Content Users Q2 2007, US

4% 3%

5% 4%

5% 4%

13%

15%

6%

5%

5%

7%

5% 4%

6%

6%

4%

6%

15%

15%

9% 16%

16%

Other Key Demos

Gender Age

15%

14%

Income Location

16%

18%

18% 20%

21%

Employment 19%

27%

Education

HH Size Etc.

70% 61%

58%

58%

54%

53%

54%

45%

Other/Decline A sian/P ac B lack/A f A m Hispanic White

All Mobile Subs

Text Picture Mobile Internet Video/Mobile TV Messenging/SMS Messaging/MMS

Ringtone dow nloads

Gam e dow nloads

Application dow nloads

Source: Q2 2007 TABS Survey and Mobile Video Report

Confidential

18


Mobile Internet

Confidential


Who has the highest overall reach and frequency on the mobile web? Top Mobile Internet Websites by Active Reach

Top Mobile Internet Websites by Sessions (M)

July 2007

July 2007

216.9 34.3%

20.4% 19.9% 19.4%

110.8 15.1%

Confidential

30.3

21.6

21.6

Comcast Mail

30.6

Google Maps

49.8

CNN

The Weather Channel

Gmail

AOL Mail

MSN Hotmail

Yahoo! Mail

51.7

ESPN

9.8%

MapQuest

Google Maps

CNN

74.0

Google Search

76.8 11.8% 11.5% 11.2%

ESPN

AOL Mail

Gmail

MSN Hotmail

Google Search

The Weather Channel

Yahoo! Mail

13.0%


Mobile Video

Confidential


Which mobile TV programs have the highest reach potential? Access – Most Available Video Channels

Access Reach* – Video Channels

Current Mobile Video Users who Identified their Mobile Video Service (N=1,006)

Current Mobile Video Users who Identified their Mobile Video Service (N=1,006)

FOX Sports

96%

FOX News

Weather Channel

96%

Weather Channel

ABC News Now

86% 81%

NBC Mobile Comedy Time

78%

ESPN3GTV

76%

38% 34% 33%

Comedy Central NBC Mobile

32%

ESPN

31%

FOX Sports

30%

Fashion TV

72%

Discovery

30%

Mic Hip Hop

72%

MSNBC

29%

CNN to Go

29% 29%

iFilm

59%

MAXX SPORTS

57%

ABC News Now

Toon World TV

57%

MTV

28% 28%

Shift Alternative

53%

ESPN3GTV

Chaos Extreme

53%

Fuse

TLC

53%

You tube

V40

53%

HBO Mobile

24%

Oxygen Network

53%

NFL Network

24%

IGN Mobile

53%

PrimeTime TV

23%

Animal Planet

53%

CNBC

23%

CNET

53%

FOX Mobile

23%

CSPAN

53%

Music Choice

23%

Source: Q1 2007 Mobile Video Survey

M860 Series: Which of the following channels or branded content have you watched on your mobile phone in the past 30 days?

27% 25%

Detailed Demographics by Video Content Available

Mobile Video Channel Subscribers *Notes – Access indicates the percent of Current Mobile Video users with access to a particular brand or = Among Cingular Video, MobiTV, channel. SprintTV, VCAST and Alltel TV Access Reach indicates that among those with access to a brand or channel, the percent who have watched Subscribers said channel in the last 30 days. In addition, only channels and brands with an Access base of 30 or greater were considered for ranking. Confidential


Mobile Text Campaigns

Confidential


Are text campaigns big?

Revenue Share by Premium SMS Category

Transaction Share by Premium SMS Category

Q2 2007

Q2 2007

Unknown, 7% Chat, 1%

Unknown, 7% Chat, 6%

Campaign, 16% Storefront, 40%

Storefront, 77%

Campaign, 47%

Source: Telephia Audience Metrics – Mobile Premium SMS Report

Confidential


How have different campaigns reached different audiences? Top PSMS Campaigns by Participants (000) Q2 2007

2,138

1,813

1,317, 62%

1,435, 79%

821, 38% 378, 21% NBC - Deal Or No Deal

Fox - Am erican Idol Challenge

428

406

380

315, 74%

269, 66%

211, 56%

204

113, 26%

136, 34%

169, 44%

132, 65% 72, 35%

Fox - My Gam es Fever

CBS

New Motion bid4prizes

Confidential

NBC - 1 vs. 100

Female M ale


Additional Mobile Advertising Metrics

Confidential


Ad Effectiveness: Know which types of ads have the highest recall Ad Recall Among Data Users

Top Ads Recalled Among Ad Viewers

Q1 2007

Q1 2007

E-mail Sent to Phone

21%

30% 24%

WAP Banner Ad Sponsored Wallpaper

21% 19%

Ringtone Ad Sponsored App/Game

18%

Ad While Playing Game

79%

17%

Ad w/ Phone Functions

14%

Sponsored Faceplate

Viewed Ad Did Not View Ad

11%

Mobile TV Ad

7%

Music/Streaming Radio Ad

7%

Source: Q1 07 TAM Survey

Confidential


Ad Effectiveness: Understand how subscribers are interacting with advertisers Ad Recall and Response Among Data Users

Top Responses Among Ad Viewers

Q1 2007

Q1 2007

29%

Sent SMS

11%

22%

Sent Email

10%

21%

Sent MMS

20%

Visited WAP Site

79%

Click to Call

18%

Entered Sweepstakes

18%

Made a Purchase Via Phone Made a Purchase Via Store Used Mobile Coupon

Viewed Ad, Did Not Respond Viewed Ad, Responded Did Not View Ad

Requested Mobile Coupon

Source: Q1 07 TAM Survey

Confidential

15% 13% 12% 11%


Ad Effectiveness: Optimize ad strategies by knowing why subscribers don’t respond to ads Ad Recall and Response Among Data Users

Top Reasons for No Response

Q1 2007

Q1 2007

I wasnt interested in the product advertised

11% 10%

53%

35%

I never respond to any advertising

I was too busy at the time

24%

I am concerned about privacy or security

17%

79% I didnt understand how to respond

8%

My phone data connection is too slow

7%

Other

7%

Viewed Ad, Did Not Respond Viewed Ad, Responded Did Not View Ad

Source: Q1 07 TAM Survey

Confidential


Thank You To learn more about the integrated Nielsen Mobile, contact

Nicholas Covey Nielsen Mobile (312) 385-6718 nicholas.covey@nielsen.com

Confidential


Understanding Mobile Advertising Presented By Kevin Perkins CEO Greenlight Wireless for Nielsen

Š Greenlight Wireless 2007 • Slide #31


Where’s Mobile Advertising? Bigger?? $11B Farther out?

?

Smaller?

$600MM 2007

2011

• With over 2 billion phone users worldwide, the Mobile Search and Advertising industry is poised to reach $11 billion by year 2011* Sources: Informa Telecoms & Media, Datacomm Research, Piper Jaffray

© Greenlight Wireless 2007 • Slide #32


Publishers Face Challenges With Mobile Web • Publishers need to create efficient mobile content dynamically • Users want quick, transactional access to relevant content • Devices are extremely diverse and not standardized • Content is consumed on a much smaller display © Greenlight Greenlight WirelessWireless • All Rights Reserved • Slide #33


Facts About Mobile Advertising • Many new “made-for-mobile” ad companies have emerged, yet their ad supply is scarce and untargeted (run-of-site) • Made-for-mobile ads average about $0.02 - $0.04 cost-perclick (CPC), before revenue sharing

• Made-for-mobile banner ads monetize even worse: publishers average $1 - $3 CPM (cost per thousand impressions) © Greenlight Greenlight WirelessWireless • All Rights Reserved • Slide #34

Examples of “made-for-mobile” ads


Mobile Advertising Specifications

Courtesy: Mobile Marketing Association

Greenlight Wireless


What To Watch Out For • Costly, over-reaching campaigns – What are you really getting? – Where there’s mystery, there’s margin!

• Metrics hype – “We served _______ ads this month.”

• Low revenue-per-impression/click – Distribution is key – Rev share needs to be factored in

© Greenlight Wireless 2007 • Slide #36


What Are Keys To Adoption? • User Experience – Must Be Easy: to use, access, and react

• Push vs. Pull – Users need to initiate

• Relevant* – If your offer is relevant to a user, then the stigma of “advertising” is not a factor © Greenlight Wireless 2007 • Slide #37

Why won’t you do what I want?!!


Campaign Fits and Starts • Branding Example – Carl’s Jr.’s “Hot Buns” ringtone • Leveraged existing creatives • No carrier involvement; straightto-end-user via website • Viral, Free

Courtesy: CarlsJr.com

• SMS Voting In Media – American Idol – Privacy concerns

• M-Commerce

Courtesy: ATT.com

– Emergence of mobile coupon companies – Not a technical issue; it’s the supply chain Courtesy: Cellfire.com Greenlight Wireless


What Kind Of Mobile Advertising Shows The Most Promise? • Local Search = “I need to find now.” • Click-to-Call = “I need to act now.” • Social Networks = “I need you now.”

Mobile users want transactional information that puts them at the epicenter of their actions Courtesy: Pepperdine.edu

© Greenlight Wireless 2007 • Slide #39


Getting Started  Find a good cost-per-click provider that has transparency to where your ads are distributed  Look for a technology or platform that can leverage your existing marketing efforts

 Don’t waste money on channels that don’t convert  Get metrics  Ask around, do some homework; don’t be afraid to run many trials until your result is accomplished © Greenlight Wireless 2007 • Slide #40


Greenlight Wireless Kevin Perkins, CEO 22651 Lambert Street, Suite 106 Lake Forest, CA 92630 O: +1-949-421-1551 www.greenlightwireless.net

©Greenlight Greenlight Wireless Wireless 2007 • Slide #41


Q & A Panel

Brian Morrissey

Nicholas Covey

Kevin Perkins

Digital Editor Adweek

Marketing Analytics & Development Manager Nielsen Wireless & Nielsen Games

CEO Greenlight Wireless

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