5 MYTHS

limiting an effective mobile strategy

Rob MarstonRegional Director - Pacific

Mar 8, 2011

1Mobile…It’s Just Like the Desktop!

Base = Test respondents (Asia=2,658, Australia=449)

Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]

Interest is generally dispersed and linked to the increasingly broad usage of the device itself.

Mobile is NOT the desktop.

Creative and Call to Action should link to device usage.

2Can We Talk About What’s New?

Base = Control respondents (Asia=657; Australia=151)

Q4. Has a mobile ad ever…? [check all that apply]

Major brands should incorporate burst campaigns as a vital component of their media strategy.

Focus on what works, not just what is new.

What’s the real goal?

3I ONLY WANT HYPERTARGETING

Targeted Buy:

• Highly targeted (women, 25 - 44, high end devices)

• No Media “spillage”

• Less than 10% of the clicks

Supporting Broad Buy:

• Broad based campaign

•Use of post-click Ad ROI tracking technology (AdROIt™)

•10x increase in clicks vs. targeted buy

RESULTS: SALTO ALTO SHOES

Targeting Is a Guideline, Not the Goal.

Leverage Analytics to Drive Reach & Efficiency.

4CONSUMERS ARE NOT READY.

75% of Australians are already embracing the value of mobile advertising.

Base = Total respondents (Asia=3,350, Australia=604)Q3. How comfortable are you with mobile advertising?

12

10 pts. Vs. U.S. 4 pts. vs. Asia

4 pts. vs. U.S.1 pts. vs. Asia

Australians are the most receptive to

mobile ads, globally. Consumers Are Ready.

Are You?

5I PREFER TO WAIT

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MOBILE INTERNET CASE STUDY: JAPAN

Mobile is NOT the Future; It is Now.

Stick your neck out

For $50 of FREE In-Network spend, please visit:

www.inmobi.com/adtechsydney

Enter Promotion Code: adtechsydney

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Thank You.

Rob MarstonRegional Director - Pacificrob.marston@inmobi.com

www.inmobi.com