Mobilize

Time to Mobilize

April 30, 2010

#Mobilize

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Today’s Speakers

Larry WeberChairman

Digital Influence Group andRacepoint Group

@thelarryweber

Moderator

Bob WalczakCEO

Ringleader Digital

@RLDCEO

Emily GreenCEO

Yankee Group

@emilynaglegreen

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About Us

Full service digital agency that is social media at its core

A global public relations agency that helps clients harness the power of both traditional and social media to build and protect reputation and drive business

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Introducing Larry Weber

Chairman

@thelarryweber

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Mobile = Web Anywhere, Anytime

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100 million iPhone Apps

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Mobile Social Networking

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Location-Based Services

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Mobile Couponing

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Mobile Banking and Trading

Bank of America E*TRADE

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Introducing Emily Green

Emily GreenCEO

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Revenue from mobile app downloads will pass $11B in 2014

Apple owners & AT&T subs download the most apps

Games, search, and social apps the most popular

Banking, shopping, and location-based apps make a strong showing

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Meanwhile, mobile websites underperform their potential

• Besides mobile apps, mobile sites hold great promise for serving consumers

• Yankee Group’s scoring methodology finds Google and MLB at top of the table… while mobile carriers are among the weakest

• Best sites follow these precepts:• Detect device types• Fold in mobile user context• Prioritize mobile info• Follow mobile standards• Were done by mobile designers

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Nike et. al.: So-called apps with fleeting value

Many of today’s branded apps hearken back to 1996 and www.ragu.com

To maintain mindshare, novelty factor must be replaced by thoughtful lasting value

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Anywhere Consumers require Anywhere thinking by brands

How is your brand already embedded in buyers’ lives?

Mobile platform is not just a screen & keys

It’s a way to embody that integration GPS accelerometer camera voice

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Introducing Bob Walczak

Bob WalczakCEO

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Current mobile advertising market challenges

• Less than 60% of devices support third-party cookies

• Fragmented market standards make it very hard to buy, track, target mobile advertising effectively and efficiently.

• Fragmented device capabilities and standards (older versions of phones do not support the same functionality)

• Buy side creative optimization, targeting and tracking is limited

• No campaign frequency control…i.e. Ad Networks rep the same inventory leading to ad fatigue on uniques

• Non-standardized rich media delivery

• Java enabled devices vs. non-enabled

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Major digital market verticals – how does mobile fit in?

Ad NetworksPublisher Buy Side Analytics

Rich Media ExchangeDSP

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Measurement, Targeting, Data Enrichment… Enablement

Reach #Unique views / campaign

Frequency #Ad exposures to a unique viewer

ROI Return on investment on ad spend

Rich Media Rich advertising experience

Exchange Marketplace bringing advertisers & publishers together via real-time bidding

Behavioral Psychographic & demographic user profile for enhanced targeting

Audience Interest-based groups defined by behavioral, contextual and demographic data

Personalization Semantic web 3.0 pull based advertising defined by intelligent agents

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Questions from the Audience

Feel free to type in your questions for Larry, Emily and Bob

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Additional Resources

1. To share the recording of this webinar

www.racepointgroup.com/digital/resources.cfmwww.digitalinfluencegroup.com

2. Other questions, contact:Jackie Lustig at jlustig@w2groupinc.com