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An introduction toAn introduction to

“when 70% of your target customers would be happy to interact with your brand via their mobile, why are you not engaging with them?”

“when 70% of your target customers would be happy to interact with your brand via their mobile, why are you not engaging with them?”

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HighlightsHighlights

With Mobile Advertising we have achieved:

• 32% of phones downloading 26 second retail campaign video.• Call back rates of 6.8% on text messages sent out.• 71% consciously opting in to receive campaign message.

With Mobile Advertising we have achieved:

• 32% of phones downloading 26 second retail campaign video.• Call back rates of 6.8% on text messages sent out.• 71% consciously opting in to receive campaign message.

Unparalleled targeting opportunitiesExcellent ROI measurements

Reaching new audiences in new ways

Unparalleled targeting opportunitiesExcellent ROI measurements

Reaching new audiences in new ways

…as the ad says DON’T MISS THE BOAT!…as the ad says DON’T MISS THE BOAT!

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Technologicalmotivations usage patterns attitudes about technology fundamental values lifestyle perspective standard of living

Technologicalmotivations usage patterns attitudes about technology fundamental values lifestyle perspective standard of living

GeographicRegion of the world or country, Country sizeMetropolitan Cities, small cities, towns. Urban, Semi-urban, Rural. Climate - Hot, Cold, Humid, Rainy.

GeographicRegion of the world or country, Country sizeMetropolitan Cities, small cities, towns. Urban, Semi-urban, Rural. Climate - Hot, Cold, Humid, Rainy.

Demographicage genderfamily size family life cycle education Primary, High School, Secondary, College, Universities. income occupation socioeconomic status religion nationality/racelanguage

Demographicage genderfamily size family life cycle education Primary, High School, Secondary, College, Universities. income occupation socioeconomic status religion nationality/racelanguage

Psychographicpersonality lifestyle value attitude

Psychographicpersonality lifestyle value attitude

Behavioralbenefit sought product usage ratebrand loyalty product end usereadiness to buy - stage buying center profitability income status

Behavioralbenefit sought product usage ratebrand loyalty product end usereadiness to buy - stage buying center profitability income status

Market segmentation and reachMarket segmentation and reach

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Mobile is uniquely positioned to re-define advertising:Mobile is uniquely positioned to re-define advertising:

From being informativeto achieving target audience interaction

and ultimately client transaction

From being informativeto achieving target audience interaction

and ultimately client transaction

GeographicGeographic

BehavioralBehavioral

Mobile has already surpassed all others channels as the media which can reach all.Mobile has already surpassed all others channels as the media which can reach all.

DemographicDemographic

TechnologicalTechnological

Market segmentation and reachMarket segmentation and reach

PsychographicPsychographic

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UK advertising spend

Source: WARC, GroupM Forecasts

£million

Mobile hardly registers – so far !!!

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Mobile as share of Rev. spend

Source: IAB

2009:Projected Mobile AdSpend1.3% of Internet spend

2009:Projected Mobile AdSpend1.3% of Internet spend

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Relevance and immediacyRelevance and immediacy

100k “take-away”seekers100k “take-away”seekers

A few examples of targeted mobile reach per month:A few examples of targeted mobile reach per month:

200k requestson Health and Fitness

200k requestson Health and Fitness

50k women needing a hair-dresser

50k women needing a hair-dresser

180k Airport Leisure travellers180k Airport Leisure travellers

500k Mall visitors500k Mall visitors

500kuniversity students

500kuniversity students

800k Youth(11-19 Years)800k Youth(11-19 Years)

300k Airport business travellers300k Airport business travellers

2 millionparents2 millionparents

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Capitalize on un-used memory spaceCapitalize on un-used memory space

New levels of engagement New levels of engagement

Competitions with Mobile Interaction and votingCompetitions with Mobile Interaction and voting

Exposure through in-game and in-application branding Exposure through in-game and in-application branding

From information to interaction From information to interaction

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The iPhone phenomenon

Source: Apple Q3 Results, Gfk

Apple sold 7.1 million iPhones globally last quarterAn est. 3 million iPhones have been sold in UK, i.e. 4.5% of installed base.

Which application strategy would be right for your client?

iPhone, Symbian, Java, PalmAndroid, Windows Mobile

Which advertising model is right and what can be achieved?

CPM, CPC, CPA, CPR

30% of all new phones sold in UK are now Touch Screen based.

THESE SCREENS WILL BE FILLED!

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90% of phones in UK are not iPhones

Highly skewed to iPhone base, 428 million ads delivered to Mobiles from the AdMob* service in August ’09 in UK alone.

Source: AdMob Mobile Metrics, MMA

Of the other 60+ million phones in UK.- 83% of phones have BlueTooth technology- 98% can send and receive an SMS- 18 million accessed Mobile Internet during Dec’08.- increasing no. with screens 3”+ and built-in GPS.

Of the 6 million monthly page impression on the Mobile portal of Tesco Mobile, average age is 36, 60% are female and 69% are happy to click on advertising banners.

Of the 6 million monthly page impression on the Mobile portal of Tesco Mobile, average age is 36, 60% are female and 69% are happy to click on advertising banners.

(AdMob acquired by Google in Nov.’09)(AdMob acquired by Google in Nov.’09)

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Volume

Age

Technology awareness

Income Specific ?

Bluetooth SMS

Applications

Off Portal

On Portal

Mapping client objectives

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• manages all aspect of the mobile implementation. Streamlined, easy, limited resources - maximum impact.• manages all aspect of the mobile implementation. Streamlined, easy, limited resources - maximum impact.

• delivers new reach to customers through new channelswith unique effectiveness and ROI.• delivers new reach to customers through new channelswith unique effectiveness and ROI.• chooses optimal route to customer, whether applicationbased (iPhone, Android and other), CPM or CPCall advertising banners.• chooses optimal route to customer, whether applicationbased (iPhone, Android and other), CPM or CPCall advertising banners.

So whether the objective of the brief is to:- Increase sales- Bring new revenue streams- Increase footfall - Increase loyalty- Increase brand visibility/exposure- Improve / change brand perception

Eagle View Media can deliver

So whether the objective of the brief is to:- Increase sales- Bring new revenue streams- Increase footfall - Increase loyalty- Increase brand visibility/exposure- Improve / change brand perception

Eagle View Media can deliver

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Notes to team:

For a shorter, introductory session or as a part of a pro-active mailer,the first part should be OK to work through – enough to get attention.

Part 2 is more about the vehicles that could be used to drive thesepreviously indicated reach-figures, obviously being cautious of not giving too much away.

Notes to team:

For a shorter, introductory session or as a part of a pro-active mailer,the first part should be OK to work through – enough to get attention.

Part 2 is more about the vehicles that could be used to drive thesepreviously indicated reach-figures, obviously being cautious of not giving too much away.

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On Portal:

Benefits: Banner exposure on Network’s pre-loaded portalsReach/Coverage: Everyone with Mobile Internet access, 18 million users per monthCost per 1000 impressions: £5.00 to £10.00 (TBC)Click through Rates: 1.5% to 3% (TBC)Planning schedule: approx. 3 weeks (TBC)

Benefits: Banner exposure on Network’s pre-loaded portalsReach/Coverage: Everyone with Mobile Internet access, 18 million users per monthCost per 1000 impressions: £5.00 to £10.00 (TBC)Click through Rates: 1.5% to 3% (TBC)Planning schedule: approx. 3 weeks (TBC)

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Deliverable: Brand exposure at targeted sitesBenefits: Targeted as interestReach/Coverage: Mobile Internet access users Cost per 1000 impressions: £0.05 to £1.00 (TBC)Click through Rates: 1.5% to 3% (TBC)Planning schedule: approx. 3 weeks (TBC)

Deliverable: Brand exposure at targeted sitesBenefits: Targeted as interestReach/Coverage: Mobile Internet access users Cost per 1000 impressions: £0.05 to £1.00 (TBC)Click through Rates: 1.5% to 3% (TBC)Planning schedule: approx. 3 weeks (TBC)

Off Portal (Direct-To-Consumer):

Serving your ads on Mobile Web pages.Serving your ads on Mobile Web pages.

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Benefits: Deliver branded content and vouchers directly to MobileReach/Coverage: 2 million per week within BlueTooth networksAcceptance rates: 10% to 60% (TBC)Cost per down-load: £0.25 - £0.75 (TBC)Planning schedule: approx. 3 weeks (TBC)

Benefits: Deliver branded content and vouchers directly to MobileReach/Coverage: 2 million per week within BlueTooth networksAcceptance rates: 10% to 60% (TBC)Cost per down-load: £0.25 - £0.75 (TBC)Planning schedule: approx. 3 weeks (TBC)

Proximity Marketing:

Potentially reaching 2 million commuters/shoppers per week through established Networks

or

Arrange direct in-store interaction for own retailnetwork or single site campaigns

Direct campaign delivery to mobile phones via BlueTooth technologyDirect campaign delivery to mobile phones via BlueTooth technology

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Reach/Coverage: All phones with Mobile Internet accessCost per 1000 impressions: £0.05 to £1.00 (TBC)Click through Rates: 1.5% to 3% (TBC)Planning schedule: approx. 3 weeks (TBC)Application development: £2,000 to £25,000

Reach/Coverage: All phones with Mobile Internet accessCost per 1000 impressions: £0.05 to £1.00 (TBC)Click through Rates: 1.5% to 3% (TBC)Planning schedule: approx. 3 weeks (TBC)Application development: £2,000 to £25,000

Applications:

Place banners / branding within games and applications

or

Development of relevant applications

Place banners / branding within games and applications

or

Development of relevant applications

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Reach/Coverage: All phonesCost per 1000 impressions: £0.05 to £1.00 (TBC)Click through Rates: 1.5% to 7% (TBC)Planning schedule: approx. 3 weeks (TBC)

Reach/Coverage: All phonesCost per 1000 impressions: £0.05 to £1.00 (TBC)Click through Rates: 1.5% to 7% (TBC)Planning schedule: approx. 3 weeks (TBC)

SMS:

CategorizedPre-conditionedLocation specific

CategorizedPre-conditionedLocation specific

3 MONTH SUMMER MEMBERSHIPAT xxxxx xxxxx. CALL 08448484523

From 118118

Fitness First, 168 High Street, GU1 3YU; 08457404404

Deliver call to action message as integral partof 118118’s 60 million annual messages.Deliver call to action message as integral partof 118118’s 60 million annual messages.

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• manages all aspect of the mobile implementation. Streamlined, easy, limited resources - maximum impact.• manages all aspect of the mobile implementation. Streamlined, easy, limited resources - maximum impact.

• delivers new reach to customers through new channelswith unique effectiveness and ROI.• delivers new reach to customers through new channelswith unique effectiveness and ROI.• chooses optimal route to customer, whether applicationbased (iPhone, Android and other), CPM or CPCall advertising banners.• chooses optimal route to customer, whether applicationbased (iPhone, Android and other), CPM or CPCall advertising banners.

So whether the objective of the brief is to:- Increase sales- Bring new revenue streams- Increase footfall - Increase loyalty- Increase brand visibility/exposure- Improve / change brand perception

Eagle View Media can deliver

So whether the objective of the brief is to:- Increase sales- Bring new revenue streams- Increase footfall - Increase loyalty- Increase brand visibility/exposure- Improve / change brand perception

Eagle View Media can deliver

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