Mobile AdvertisingMumbai

16 Jan 2009

Arun BhatiHead SDP Solutions

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Print

Web

Mobile

TV

outdoor

Radio

SMS/MMS

Mobile TV and Video

WAP/mobile web

Idle time

MobileSearch

Applications/downloads

Ringback Adv.

STBPortals

InteractiveServices

EPG

DynamicLive Adv.

Search

Games

VODServices

New Media Enabling ad inventory across multiple platforms

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Networked Advertising

Networked advertising creates new revenue streams for network operators and media players, being integrated into different services such as TV-, music-, and gaming, or stand alone as e.g. coupons.

For advertisers, networked advertising brings new opportunities to get visibility in new channels – to reach the relevant audience in an efficient way.

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Why Mobile Advertising

Mobile is highly personalized device, not a shared one

A lot more subscriber information is available Enablers are able to capture and learn more

based on user behavior, predictive co-relation and configurable rules

Low ARPU and high growth potential - Sponsored Call

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How are we doing today…

To see your compatibility with your spouse / partner, please send sms <your name> <your spouse name> and Love to 5XYXY

Answer on SMS -> Your search ends here, it can not get better than this and you make a perfect couple.

Inserted Ad -> To Download hot bikini babes on your phone go to http://www.hotbikinibabes.com

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The networked advertising industry

Advertising inventory Advertising buyersOrchestrate assets

Enable advertising Inventory

1

Orchestration

AdIndustry

Orchestrate assets

2

Orchestration

AdIndustry

3

Advertising buyers

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Mob-Ad Enabler for Cross-platform distribution

PodcastWeb TVHTMLIPTVWAPSMS

Distribution

User data feedback

MMSMobile TV

Advertising enabling platform

Interaction

Carry the brand across platforms

Easy to useValuable offer to

the consumer

Content Partners

Advertisers/Agencies

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Advertising functionality 1(2)Examples of advertising functionality

Clickable, interactive and targeted ads

Contextual, user group specific and / or location based

Interstitials’pop ups’

Show targeted advertisment while downloading games etc.

Jump pages

Questionnaire Mobile Site Call-Center

SMS / MMS Download Coupon

Examples of what happens when clicking on an ad

Mobile Portal targeted ads

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Advertising functionality 2(2)Examples of advertising functionality

MMS alerts enhanced with contextual advertising

e.g. sponsored result lists:’brought to you by...’

mmmmss

The soccer results are sponsored by:

Sponsored alerts

Avoid rights issues with broadcast TV

Switch ON client

Format Switch OFF

Mobile TV slide show

When the business models are there – Ericsson is ready

oys „R“ us DVD now on Mai

Banners Ticker / Scroll bar

Interactive Advertising

Mobile TV on screen advertising

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How to do it in a better way

Use of customer profile and user behavior for targeted ad-campaigns

Example -> The best time to sell me a concert show ticket is when I am watching a concert singer program or downloading a ring tone. Hence a ticker on my Mobile phone can inspire me to click on it and buy concert show ticket

Growth is in Rural areas and some of them can not afford handsets and also voice call rates.

Will he/she opt for it?

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Some Examples

NRK – Mobile TV advertising trial

Turner/CNN mobile – Ad revenue supported portal

3 UK – User generated Content Ad sponsorship

Vodafone Spain/UK – Video advertising incorporated into Ericsson Mobile TV solution. Integration with Yahoo UK ad systems for subsidised video shows

Dymler Chrysler – Ericsson providing messagingconnectivity

Top right corner for field-mark, customer or partner logotypes. See Best practice for example.

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