MobileChris Falkiner &

Peter Farfaras

Connect with your audience using mobile mediaPresentation to AegisPeter Farfaras, Chris Falkiner

1 Is this the year? • The evolution of Mobile• Reach your consumers everywhere

2 How do we get there?• The mobile media-plan roadmap• Formats, Features, Capabilities

Who controls the future?• Summary

3

Mobile

The Dreaded Angry Emoticon

Is this the Year?

We are living in a connected world. Consumers use of mobile is far outpacing brands and agencies adoption.

So…IS THIS THE YEAR OF MOBILE?

Mobile: First Always On Mass Medium

Mobile: Device Penetration in Canada

Converged Mobile Device Market, Canada – Q2 & Q3 2009R.I.M. & Apple shipped approx. 82% of smartphones to partners

61.1%20.7%

7.5%3.1%

2.2%

4.5%

0.9%

Converged Mobile Devices 1.65-million

Mobile Phones 5.01-million

RIM

Apple

Palm

HTC

Samsung

Nokia

32.7%

Source: IDC’s Canadian Mobile Phone Tracker, November 2010.

Messaging

Chat

VoIPCalls

PlayGames

Wall postsStatus updates

A unified communications + multimedia creation tool residing in your pocket

Mobile: The Swiss Army Knife of Media

Connectivity

Presence

Mobile is the glue

81% use their mobile phones to research products and services they are

considering.

65% commuting

80% at home

81% shopping

82% at work

95% other

downtime

Source : Morgan Stanley 2010

Mobile: Internet Usage To

Outpace Desktop by 2014

The evolution of media consumption

Audiences are fragmented…Today, advertisers are challenged to:

• Drive measurable results and positive ROI

• Efficiently extend reach while maintaining a premium brand environment

• Understand the rapidly-changing mobile media landscape

Considerations

Where do we start?How do we get there?

Integrated multi-screen campaigns

Expertise in media and technology

Big vision for connected experiences

Investing in making vision a reality

Inception Strategy Selection Execution

Roadmap of the Mobile Media Plan

How do we get thereWhere do we start?

Connection

The most relevant ways and places for advertisers to engage their target audiences.

Results

Achieving and exceeding advertiser objectives, delivering ROI

Innovation

Differentiated and game changing ad opportunities and new ways to capture and employ insights.

Enable your clients to target mobile audiences with innovative, highly relevant, results-driven mobile ad experiences

It’s Easy

Types of Mobile Campaigns

Mobile Advertising Mobile MKTG Services

Mobile Content Mobile Commerce

On-Device Offline Response

• Video and Music

• Personalization

• Mobile Websites

• Branded Apps

• CRM

• Coupons

• Promotions

• Events

• eCommerce

• Operator billing

• SMS / P2P

• NFC

Types of Mobile Campaigns

Branding

Awareness

Direct Response

Data Capture

Click to Call

Traffic Driver

What you can do in the Mobile space Video In App BannersRich Media

Mobile Audience Targeting

Leverage available technology…To reach your target audience

Geo Targetin

g

Behavioral

Targeting

Device Targeting

Carrier Targeting

Demo Targetin

g

Frequency

Capping

3rd Party Impression

Tracking

Day Part Targetin

g

Mobile Web vs Apps

Do both - Mobile Web First

Mobile Web100% of devices

Optimized to the highest common denominator

You can publish when you wantWebkit

Content from mobile web is searchable

Easier to market (through mobile banners)

AppsRicher experience

Native phone features (GPS, camera & voice)

OfflineIntegration with other

services

QR / MTag

2D & 3D Mobile QR/Tagging

Canadian awareness of Mobile tagging (2D/3D QR codes)

Key Takeaways

What if a flyer could be interactive?

Mobile: Enriching the Brand Experience

How to Guide & How to videoStore LocatorCoupon

• It’s up to all of us!

Is this the year for Mobile?

Thank you!

27

Appendix

29

Coupons/Promo CodePost Click Solutions

29

Data Capture

30

Store LocatorPost Click Solutions

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