platform a mobile july 2008
TRANSCRIPT
Third Screen MediaMobile Advertising Opportunities
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Agenda
Mobile Market Overview
Mobile Web Advertising Executions
Platform-A Mobile Solution TSM Network AOL Mobile Carrier On-Deck Advertising
Verizon Wireless & Virgin Mobile USA
Measurement and Results
Mobile Services
Mobile Market Overview
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Audiences are on the move... follow them
Pressure on established channels (TV, newspapers) Viewer/subscriber declines Advertiser consolidation Media proliferation
Rapid growth of emerging digital channels Internet Search Mobile
Consumers’ evolving media consumption habits Media meshing Time shifting Social networking User-generated content Always-on
growing at 3% per year
growing at 25+% per year
Mobile Offers A New Medium to Reach Targeted Audiences
The Mobile Market = Growth
Sources – Nielsen Mobile April 2008
Today there are…
• 248MM Mobile Phones in Service
83% Total Penetration
• 234MM Data/WAP Phones (Mobile Web)
• 230MM SMS/MMS Phones (Text/Picture Message)
• 134MM Java/Brew Phones (Games/Applications)
• 116MM Video Phones
The fastest growing media channel…
• Early participation by Fortune 500 brands
• A familiar and tech-savvy audience with
phones in hand
Phones-in-Service (U.S.)
0
50,000
100,000
150,000
200,000
250,000
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Total U.S. Phones Data Capable Phones
MMS Capable Phones Video Capable Phones
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Mobile’s 4 Media Types
40.4MM Users(WAP)
Mobile Web Advertising
184.4MM Users(Text/Picture Messaging)
SMS / MMS
11.2MM Users(Streaming/Pre-Roll)
Video
20.8MM Users(Java/Brew)
Downloadable Applications
Message: 1
Source: Nielsen Mobile Q1 2008 & April 2008
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Average Uniques (Millions)US MOBILE QUARTERLY WAP CONSUMPTION TREND
Mobile Internet (WAP): The Fastest Growing Mass Media Channel
Source: Nielsen Mobile May 2008
Mobile Web Advertising Executions
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Mobile Web Advertising Executions
Banner Ads with Text Call-to-Action Proven Marketing Model Engaging and effective
Ad executions Click to WAP site or Click to Landing Page
Data capture (SMS, email, other) Click-to-call Click-to-video Store locator Coupons Contests/Sweepstakes Trivia, Surveys, Tune-in and more…
Campaign Averages CTR : Average 2%-4% CPM: Average $25 CPC: Average $1.50
Retail: FedEx Kinko’s (Click to Landing Page)
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Retail: Office Depot (Click to WAP)
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Retail: JC Penney Creative (Click to WAP with Video)
Platform-A Mobile Solution
Platform-A Mobile Solution – The Three Pillars
*Source: Nielsen Mobile – Mobile Internet report April 2008
World’s Premier Advertising Network 1 Billion US impressions per month 20 million+ unique US users (including AOL Mobile) More than 280 publishers Ad opportunities: Run of Network, Channels, Premium Sites Cross Carrier Campaigns
Leading US Mobile Web Portal 40+ million US impressions per month 11.2 million+ unique US users Ad Opportunities: Run of, Main Page, Properties
(MapQuest, CityGuide, Moviefone, TMZ, etc.)
TSM Network, AOL Mobile & Carrier On-Deck
combine to reach over 50% of the mobile Web audience in North America*
Largest Carrier On-Deck Mobile Web Reach 200+ million US impressions per month 13.8 million Mobile Web current subscribers Ad Opportunities:
Verizon Wireless: Home portal, Category pages, Article pages
Virgin Mobile USA: Homepage, Category pages, Article pages, Sugar Mama, SMS blasts
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TSM|Network Publisher Overview
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AOL Mobile
Leading mobile Internet portal, #1 in the US for mobile messaging and mobile mapping
11.2MM+ unique mobile users per month Billions of mobile messages per month Mobile MapQuest is the #1 mobile mapping application in US*
Description/Audience Demographics AOL WAP Portal with Search, AOL and AIM Mail, MapQuest,
CityGuide, Moviefone, Weather, News, Money & Finance, Sports, myAOL Favorites feed reader, Entertainment, AOL Pictures, Horoscope and AIM Pages
Gender: 53% M / 47% F** Age:
13-17: 11.3% 18-24: 39.7% 25-34: 22% 35-44: 14.2% 45-54: 8.8% 55-64: 3.1% 65+: 0.9%*
http://wap.aol.com
Build a global audience that can be reached anywhere, anytime, on any device.
*Source: comScore U.S. Media Matrix February 2008**Source: M:Metrics March 2008
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The Core of Any Mobile Web Campaign Must Be On-Deck in the US
Unparalleled Mobile Reach Top 4 US carriers account for 79% of the subscribers and approximately
95% of the wireless data revenues Verizon Wireless is the largest carrier (based on overall revenues and data
revenues) Virgin Mobile is the premier pre-paid carrier in the US On-deck accounts for 70-80% of traffic vs. off-deck
Quality Customer Relationships Loyal customers: Industry-leading low churn rate for 10 consecutive quarters More Verizon Wireless users would recommend Verizon Wireless to friends,
relatives and business associates than any other carrier
Unique Targeting Only a wireless carrier has the ability to track user data No “cookie” technology available off-deck Verizon Wireless can target by Age, Gender, Zip Code and HHI
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Bank of America
Verizon Wireless: “VZW Today” Portal, Category Pages, Article Pages
Co-Branded Ads
Verizon Wireless Mobile Web
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Virgin Mobile USA
Service Premier prepaid carrier in US Approximately 5MM subscribers Largest MVNO in US 55% are data users (mobile Web)
Demographic info 58% Female Skewed to youth market – median age 23 73% under 35 63% college-educated or currently enrolled 14% enrolled or completed graduate school
Measurement and Results
Targeting
Geographic location (by DMA)
Demographic
Content category
On/Off-deck
Device types and browser
Carrier and handset
Day of week
Time of day
Campaign frequency control
Audience-Based targetingTargeting Capabilities
Average Retail Results
Category/ Placement CTR
TSM Business & Finance 0.71%
TSM Shopping 3.80%
TSM Weather 1.26%
TSM Travel 0.71%
TSM Weather 1.98%
TSM Entertainment 1.78%
TSM News 1.14%
TSM Games 3.23%
Virgin Mobile - ROS 3.22%
Verizon - ROS 1.47%
AOL 2.35%Average 1.97%
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TSM Mobile Media: Campaign Insights and Measurement
Campaign Metrics Reporting
Impressions Delivery Status Click-through Data Collection and Management
(emails, polls, addresses)
Brand Metrics Brand Studies through DL or IE measure
campaign effectiveness using a control-exposed methodology:
Brand Awareness Purchase Intent Product Attributes Message Association Usability Demographics, etc.
A customized questionnaire is fielded directly from the mobile phone
TSM mobile media campaigns are fully accountable…
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Sample Proposal
Mobile Services
TSM partners with Cielo Group for end-to-end mobile solutions:
Mobile WAP Site Build
Text Message Discovery
TSM partners with Cielo Group for end-to-end mobile solutions:
Mobile Web: The time to engage is now
Reach 40MM U.S. Mobile Web users 24% YOY growth
Engaging and Interactive Consumers engage with content, and with brands advertising on mobile Utilize Click to Calls to Drive Response Drive Sign Ups for Text Campaigns Develop Coupon Campaigns Educate and Entertain Your Customers with Video Capture Email Opt-In Addresses for lasting customer connections and re-marketing
opportunities
Measurable Customer interactions are measured (impressions, click through, click to call, email or
phone number opt-ins, conversions)
Effective Average 2%-4% click through rates Brand Recall and Product Association on par with television (IAG)
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Contact Info
Brian SlittDirector, Sales – Third Screen Media
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