Mobile World CongressMichael Roth
Chairman & CEO IPGMobile World Congress Chairman & CEO, IPGFebruary 15, 2010
1 // About IPG1 // About IPG
2 // The Mobile Opportunity
3 // Mobile Now a Part of Every Campaign3 // Mobile Now a Part of Every Campaign
Global holding company – one of the world’s largestGlobal holding company – one of the world s largest providers of advertising and marketing services
4,000+ clients | 80+ operating units | 100+ countries, | p g |$6+ billion revenues | 41,000 employees
Major Operating BrandsMajor Operating Brands
Premier global network, industry’s largest provider of integrated marketing campaigns
Modern global agency model bi bili i hcombines accountability with
creativity under single P&L
Hi h l id i hi h hHigh‐value ideas in high‐growth markets
Major Operating BrandsMajor Operating Brands
Two global media networks and a spectrum of media companiesp p
Best‐in‐class marketing services providers, including public relations,providers, including public relations, experiential & sports marketing
Exceptional digital specialists
World Class Marketing ClientsWorld Class Marketing Clients
1 // About IPG1 // About IPG
2 // The Mobile Opportunity
GLOBALLY, CONSUMERS ARE SPENDING LESS TIME WITH MASS MEDIA…
Such as print, analog TV and radio
9
… AND MORE WITH TARGETED AND INTERACTIVE PLATFORMS
Such as gaming, digital TV, mobile and social media
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TODAY, MARKETING MEANS A PERSONAL PURCHASE JOURNEY…
SOCIAL OPINION
Experience & Influence / consumer generated
PODCASTS
BRANDEDENTERTAINMENT
VODSOCIALNETWORKING
VIRTUALWORLDS
OPINIONSITES
WORD OFMOUTH
DVR
WEBSITEGAMING
PODCASTSWIDGETS SMS
SEARCHBLOGS
ONLINESEEDING
MOBILE
NETWORK TV
Purchase
NEWSPAPERSWEB VIDEORETAIL
RADIOMAGAZINES
MASSTRANSIT
WEBPORTALS
IN‐THEATER
TRANSITCABLE TV
BILLBOARDS
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Persuasion / marketer generated
WHICH REQUIRES A COMPLEMENTARY MEDIA MIX• Traditional advertising→ Unrivalled emotional impact
→ Massive scale and reach
→ Measurement a challenge
• Digital marketing→ Interactive engagement→ Interactive engagement
→ Where consumers spend time today
→ Highly measurable→ Highly measurable
• Mobile campaigns→ All that digital does…
→ PLUS deliver the right message, at the right moment, and with geo targeting at the right PLACE
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geo‐targeting, at the right PLACE
MOBILE – READY FOR PRIME TIME
• It’s the remote control… for lifef f
• Supremely personal device that’s always on
• Yet 5 billion mobile subscribers on earth!
First opportunity for advertisers to reach consumers on a massive scale with aconsumers on a massive scale with a targeted message, on a trusted device
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AND MOBILE MARKETING IS GROWING FAST
Global mobile advertising spending & growth, 2009‐2016
35.0%
40.0%
7,000.0
8,000.0 Millions and % growth
20 0%
25.0%
30.0%
4 000 0
5,000.0
6,000.0
10.0%
15.0%
20.0%
2,000.0
3,000.0
4,000.0
0.0%
5.0%
0.0
1,000.0
09A
10E
11E
12E
13E
14E
15E
16E
200
201
201
201
201
201
201
201
Millions (constant USD), left axis Year over year % change (right axis)
Source: Magna Global
CAPITALIZING ON THE RISING TIDEOF MOBILE MARKETINGIntegrating mobile into all advertising means those of us in this room, as well as the consumer, can win…
operators
… but it requires collaboration, trust and innovation
agenciesmarketers
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1 // About IPG1 // About IPG
2 // The Mobile Opportunity
3 // Mobile Now a Part of Every Campaign3 // Mobile Now a Part of Every Campaign
MOBILE WILL BE THE CONNECTIVE TISSUE
• Increasingly has the ability to link together all media experiences for the consumer
• Bridges the physical and digital worlds• Bridges the physical and digital worlds
• Key component of all integrated campaigns
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“PRICELESS” CAMPAIGN: THE BILLION DOLLAR IDEA
There are some things money can't buy. “
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For everything else, there's MasterCard. ”
MARKETING THAT BECOMES A UTILITY
• People are demanding of their p gmobile experiences
• You’ve only got one shot with them
• Wemust deliver the “super useful”• We must deliver the super useful
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Small Screen CanSmall Screen Can Deliver Giant ResultsDeliver Giant Results
Thank YouMichael Roth
Chairman & CEO IPGThank You Chairman & CEO, IPGFebruary 15, 2010