Integrating Mobile into a Broader Advertising Campaign

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

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

GLOBALLY, CONSUMERS ARE SPENDING LESS TIME WITH MASS MEDIA…

Such as print, analog TV and radio

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… 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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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

Integrating Mobile into a Broader Advertising Campaign

Technology

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