Ad Mob Digiday Mobile

Mobile Advertising Test Campaigns

March 12, 2009

2009 AdMob, Inc. Confidential & Proprietary

Why Mobile?


Mobile vs. Online

3

Delta calculations based on overall exposed percentages (minus control)

Mobile campaign deltas significantly outperform Online campaign deltas across all metrics

Why AdMob?



US SCALE LEADER>49% US mobile web reach, >40% reach of iPhone users

PREMIUM CONTENTTop Mobile Sites

INNOVATIVE AD UNITSiPhone Rich-Media

SOPHISTICATED TARGETINGDevice, Operator, Demographics

DEEP EXPERIENCEHundreds of successful brand campaigns

TURNKEY SOLUTIONCreative, Delivery, Reporting makes it easy

AdMob Advertiser Base: The best brands in mobile


ConsumerProducts

Movies, TV& Games

Retail

Travel Internet

Financial

Autos

Internet

http://images.google.com/imgres?imgurl=http://www.fourfourfourltd.com/images/DISNEY%20LOGO%20COLOR.jpg&imgrefurl=http://articulo.mercadolibre.com.pe/MPE-3071372-set-de-edredon-mickey-mouse-_JM&h=796&w=1724&sz=145&tbnid=i1cHkDFEQMP8QM:&tbnh=69&tbnw=150&prev=/images?q=disney+logo&um=1&start=1&sa=X&oi=images&ct=image&cd=1

http://images.google.com/imgres?imgurl=http://content.answers.com/main/content/wp/en/a/a9/Sundance_Channel.jpg&imgrefurl=http://www.answers.com/topic/sundance-channel&h=52&w=132&sz=4&hl=en&start=3&um=1&tbnid=MQpo0kyfii-eaM:&tbnh=36&tbnw=92&prev=/images?q=sundance+channel+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB&sa=N

http://images.google.com/imgres?imgurl=http://www.dashermagic.com/Pics/coke%20logo.jpg&imgrefurl=http://www.dashermagic.com/Corporate.aspx&h=558&w=552&sz=41&tbnid=fgI9IkDvkZiRVM:&tbnh=133&tbnw=132&prev=/images?q=coke+logo&um=1&start=1&sa=X&oi=images&ct=image&cd=1

http://images.google.com/imgres?imgurl=http://www.femenino.info/wp-content/uploads/nike-logo.gif&imgrefurl=http://www.femenino.info/24-07-2007/actualidad/coca-cola-nike-adidas-tienen-sus-fanaticos-en-la-web-20&h=1106&w=1768&sz=68&hl=en&start=4&um=1&tbnid=os-_yNQ8q9Nj6M:&tbnh=94&tbnw=150&prev=/images?q=nike+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

http://images.google.com/imgres?imgurl=http://www.coca-colaindia.com/images/brands/diet-coke/diet-coke-logo.gif&imgrefurl=http://www.coca-colaindia.com/diet-coke/&h=81&w=136&sz=4&hl=en&start=14&um=1&tbnid=WxCrRjcEi7dN5M:&tbnh=55&tbnw=92&prev=/images?q=diet+coke+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB&sa=N

http://images.google.com/imgres?imgurl=http://www.kellogg.northwestern.edu/student/club/hispanic/Pictures/target_logo.jpg&imgrefurl=http://www.kellogg.northwestern.edu/student/club/hispanic/Companies.htm&h=306&w=250&sz=40&tbnid=2QzPVK66XyTmxM:&tbnh=117&tbnw=96&prev=/images?q=target+logo&um=1&start=3&sa=X&oi=images&ct=image&cd=3

http://www.sienainc.com/jcp/index.html

http://images.google.com/imgres?imgurl=http://www.autohomelife.net/images/progressive_logo_blue.gif&imgrefurl=http://www.autohomelife.net/about.htm&h=72&w=240&sz=2&hl=en&start=1&sig2=teP-Z2bC2iCpRuX97bjgWQ&um=1&tbnid=LNWfDNpda44BCM:&tbnh=33&tbnw=110&ei=4uD2Rs7BCoTggQOo-tHWDA&prev=/images?q=progressive+logo&svnum=10&um=1&hl=en

http://images.google.com/imgres?imgurl=http://www.cathy-sells-homes.com/images/CountrywideLogo.jpg&imgrefurl=http://www.cathy-sells-homes.com/Table%20of%20Contents/Mortgage%20Services.htm&h=368&w=1733&sz=40&hl=en&start=1&tbnid=ePmZN93W4ZXejM:&tbnh=32&tbnw=150&prev=/images?q=countrywide+logo&gbv=2&svnum=10&hl=en

http://images.google.com/imgres?imgurl=http://dltb.com/images/Allstate_logo_2.gif&imgrefurl=http://www.dltb.com/sources.html&h=299&w=980&sz=16&hl=en&start=4&um=1&tbnid=-mOJOPXkcN73YM:&tbnh=45&tbnw=149&prev=/images?q=allstate+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

http://images.google.com/imgres?imgurl=http://www.gaglesheating.com/images/amex.jpg&imgrefurl=http://www.gaglesheating.com/contactus.html&h=1248&w=1263&sz=244&hl=en&start=7&um=1&tbnid=-3f8Bqoz2cd1hM:&tbnh=148&tbnw=150&prev=/images?q=amex&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB&sa=N

http://images.google.com/imgres?imgurl=http://www.ziapainting.com/yahoo_site_admin/assets/images/paypal_logo.11241504_std.jpg&imgrefurl=http://www.ziapainting.com/home&h=235&w=600&sz=19&hl=en&start=3&um=1&tbnid=in9uYkNORZfjxM:&tbnh=53&tbnw=135&prev=/images?q=paypal+logo&svnum=10&um=1&hl=en&rls=com.microsoft:en-us

http://images.google.com/imgres?imgurl=http://www.kdheks.gov/kdsi/images/ARD/LOGO%20-%20FORD%20Color.jpg&imgrefurl=http://www.kdheks.gov/kdsi/ard_toolkit.html&h=267&w=639&sz=153&hl=en&start=1&tbnid=WKqiMw2Qj_p78M:&tbnh=57&tbnw=137&prev=/images?q=ford+logo&gbv=2&svnum=10&hl=en

http://images.google.com/imgres?imgurl=http://www.autocity.com/i/logos/logo2_cadillac.jpg&imgrefurl=http://www.autocity.com/reportajes/marcas/Cadillac/XLR-V-03-2005/index.html?cod=4024&h=70&w=75&sz=4&hl=en&start=8&sig2=NeokEJ3kEW-fhY9POE4iag&um=1&tbnid=jGk7a2LDIOb2JM:&tbnh=66&tbnw=71&ei=M-D2RqiGLaHaggPszaDiDA&prev=/images?q=cadilac+logo&svnum=10&um=1&hl=en&sa=N

http://images.google.com/imgres?imgurl=http://www.autokorbel.hu/Dateien/porsche%20logo.jpg&imgrefurl=http://carversation.com/2008/02/15/321/&h=1937&w=1678&sz=436&hl=en&start=1&um=1&tbnid=lC2y1PeN5Uw1OM:&tbnh=150&tbnw=130&prev=/images?q=porsche+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

http://images.google.com/imgres?imgurl=http://blog.wired.com/cars/images/2007/03/30/toyota_logo_2005.jpg&imgrefurl=http://blog.wired.com/cars/2007/03/toyota_developi.html&h=301&w=350&sz=14&hl=en&start=6&um=1&tbnid=Z7mfeoRPIPZdeM:&tbnh=103&tbnw=120&prev=/images?q=toyota+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB&sa=N

http://images.google.com/imgres?imgurl=http://www.cartype.com/images/thumbs/1/Jaguar_logo1.jpg&imgrefurl=http://www.cartype.com/page.cfm?id=628&alph=ALL&h=293&w=530&sz=21&hl=en&start=3&um=1&tbnid=Q_RshdniA9z0TM:&tbnh=73&tbnw=132&prev=/images?q=jaguar+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

Reach your Audience in our Network of Top Sites & Apps


Sample Premium Sites: 49% Reach of US Mobile Web Users

Innovative Mobile Content

Top iPhone Apps Sports

Entertainment

News Weather

http://www.mobilegamefaqs.com/newsimgs/CellufunLogo.jpg

http://images.google.com/imgres?imgurl=http://www.masternewmedia.org/images/fotochatter_logo.gif&imgrefurl=http://www.masternewmedia.org/it/2007/01/28/photo_sharing_nuovi_strumenti_per.htm&h=40&w=200&sz=6&hl=en&start=1&um=1&tbnid=rTxB_Yc7O99TJM:&tbnh=21&tbnw=104&prev=/images?q=fotochatter+logo&svnum=10&um=1&hl=en&sa=N

http://images.google.com/imgres?imgurl=http://www.lemobilium.com/images/logo.png&imgrefurl=http://www.lemobilium.com/&h=133&w=248&sz=17&hl=en&start=3&um=1&tbnid=9aUYVAVXRpetMM:&tbnh=60&tbnw=111&prev=/images?q=mobilium+logo&svnum=10&um=1&hl=en

http://images.google.com/imgres?imgurl=http://www.tiny-tube.com/static/images/logo.gif&imgrefurl=http://www.tiny-tube.com/static/archive.html&h=50&w=200&sz=2&hl=en&start=10&um=1&tbnid=_Czhc7ipTZPrZM:&tbnh=26&tbnw=104&prev=/images?q=tiny+tube+logo&svnum=10&um=1&hl=en

http://images.google.com/imgres?imgurl=http://images.crunchbase.com/fileupload/company_logo/1047_mocospace_logo.jpg&imgrefurl=http://www.crunchbase.com/company/mocospace&h=37&w=200&sz=7&hl=en&start=1&um=1&tbnid=Ir1Zck9eC1Y-xM:&tbnh=19&tbnw=104&prev=/images?q=mocospace+logo&svnum=10&um=1&hl=en&rls=com.microsoft:en-us&sa=N

http://images.google.com/imgres?imgurl=http://cdn.myxertones.com/images/myxer-logo-header.gif&imgrefurl=http://www.myxertones.com/explore/tag/Send%20this%20ringtone%20to%20my%20mobile%20phone%20with%20MyxerTo/&h=93&w=240&sz=8&hl=en&start=2&um=1&tbnid=dv1cbPYoCBjVoM:&tbnh=43&tbnw=110&prev=/images?q=myxer+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

http://gameday.kargo.com/?KSID=0bc9b6c28372969a4f3d02610651a06e

http://images.google.com/imgres?imgurl=http://jobs.gamasutra.com/Media/Accounts/178/EA%20Mobile%20logoHORZrgb%20(2).gif&imgrefurl=http://jobs.gamasutra.com/jobseekerx/ViewCompanyProfile.asp?CompanyProfileID=2229&h=105&w=200&sz=5&hl=en&start=1&um=1&tbnid=pDf5bz2h3KC9WM:&tbnh=55&tbnw=104&prev=/images?q=ea+mobile+logo&svnum=10&um=1&hl=en&rls=com.microsoft:en-us

http://images.google.com/imgres?imgurl=http://www.gabelopez.com/images/news/tv_guide_logo.jpg.gif&imgrefurl=http://www.gabelopez.com/news/index.html&h=170&w=225&sz=30&hl=en&start=3&um=1&tbnid=9ai4UHNHzMzzcM:&tbnh=82&tbnw=108&prev=/images?q=tv+guide+logo&svnum=10&um=1&hl=en&rls=com.microsoft:en-us&sa=N

http://images.google.com/imgres?imgurl=http://www.transformersfans.com/wp-content/uploads/hollywood-logo-short.gif&imgrefurl=http://www.transformersfans.com/the-movie/cast-crew/interview-with-ilm-on-the-making-of-transformers-via-hollywoodcom/&h=176&w=640&sz=30&hl=en&start=1&um=1&tbnid=HDMpVhYSgn2gCM:&tbnh=38&tbnw=137&prev=/images?q=hollywood.com+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB&sa=N

http://images.google.com/imgres?imgurl=http://covers.magazine-agent.com/images/image.aspx?i=ML2335.gif&h=80&imgrefurl=http://www.magazine-agent.mag-sub.info/gamepro/magazine&h=80&w=275&sz=7&hl=en&start=2&um=1&tbnid=FbxxQ2KBbFRrKM:&tbnh=33&tbnw=114&prev=/images?q=gamepro+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

http://runway.kargo.com/

http://images.google.com/imgres?imgurl=http://www.cinema-source.com/images/MovieTicketsLogo.gif&imgrefurl=http://www.cinema-source.com/cinemasource/movietickets.htm&h=66&w=140&sz=4&hl=en&start=4&um=1&tbnid=UlN46hwO9kHB9M:&tbnh=44&tbnw=93&prev=/images?q=movietickets.com+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB&sa=N

http://images.google.com/imgres?imgurl=http://www.zoefoods.com/images/2006/logo_shape_mag.gif&imgrefurl=http://www.zoefoods.com/&usg=__cNoiv4QoAv8QhXGMbLzVWG3VNDQ=&h=56&w=120&sz=5&hl=en&start=2&um=1&tbnid=Nfl9izhcLjZfGM:&tbnh=41&tbnw=88&prev=/images?q=shape+magazine+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB_en-US&sa=X

http://images.google.com/imgres?imgurl=http://www.srds.com/mediakits/us_weekly/images/UsWeekly_logo.gif&imgrefurl=http://www.srds.com/mediakits/us_weekly/demographics.html&usg=__DjyZTPkVZM1uZNxG9FluY45AaTQ=&h=155&w=200&sz=14&hl=en&start=1&um=1&tbnid=W5O7hAR5tE1RIM:&tbnh=81&tbnw=104&prev=/images?q=US+weekly+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB_en-US

http://images.google.com/imgres?imgurl=http://www.jossip.com/wp/docs/2007/12/x17logo.jpg&imgrefurl=http://www.jossip.com/tag/x17/&usg=__0Yild39r56z-VEReTJ8I4RTBGGk=&h=120&w=200&sz=6&hl=en&start=2&um=1&tbnid=YY9H2mZeD2ZObM:&tbnh=62&tbnw=104&prev=/images?q=X17+logo+gossip&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB_en-US&sa=N

http://redcarpet.kargo.com/

http://images.google.com/imgres?imgurl=http://blog.wired.com/games/images/2007/12/04/cnet_logo182.jpg&imgrefurl=http://blog.wired.com/games/2007/12/04/index.html&h=174&w=182&sz=9&hl=en&start=11&um=1&tbnid=N9xtYbwD64AMPM:&tbnh=97&tbnw=101&prev=/images?q=%22cnet%22+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

http://images.google.com/imgres?imgurl=http://krang.motortrend.com/oftheyear/car/MT_logo_wj.jpg&imgrefurl=http://www.motortrend.com/oftheyear/car/2007_car_of_the_year_media/index.html&usg=___Xeeb3_kQK5Tu1GhRhUcRycb0sc=&h=610&w=3000&sz=126&hl=en&start=1&um=1&tbnid=fnzhs9cBA2dKqM:&tbnh=31&tbnw=150&prev=/images?q=motor+trend+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB_en-US

http://images.google.com/imgres?imgurl=http://www.chestercounty.com/cc_images/gifs/accuweather_logo2.gif&imgrefurl=http://www.chestercounty.com/cc_weather.htm&h=48&w=285&sz=9&hl=en&start=13&um=1&tbnid=Iw5A6QmkGZtw2M:&tbnh=19&tbnw=115&prev=/images?q=accuweather+logo&svnum=10&um=1&hl=en&sa=N

1 Day Mobile Test Campaigns


Details for 1 Day Campaigns

• Three Brands that had never tried mobile advertising:– Honey Bunches of Oats: Ogilvy– Splenda: J3– Tylenol: Deutsch

• AdMob Provided:– Creative Consultation– Mobile-specific Asset Creation– $1500 each to fund media for 1 day – Comprehensive Reporting

Honey Bunches of Oats One Day Test Campaign Case Study


Honey Bunches of Oats Creative: iPhone Ads

Honey Bunches of Oats

Honey Bunches of Oats

Honey Bunches of Oats Creative: WAP Banners

Find your flavor!

Find your flavor!

Find your flavor!

Find your flavor!

Find your flavor! Find your flavor!

Honey Bunches of Oats Creative: Mobile Landing Page

Mobile Landing page cont.

Honey Bunches of Oats Results

©2009 AdMob, Inc. Confidential & Proprietary

• >4,600 users to the mobile site• >600,000 impressions• Overall eCPM was $2.45• Overall cost per visitor was only $0.32!• >202 Video Views!

Tylenol One Day Test Campaign Case Study


Tylenol Mobile Creative: iPhone Ads

Feel Better

R2 3/9

Animated canvas

Prevent a headache

Prevent a headache

Tylenol Mobile Creative: WAP Banners

Click for Free Tips from Tylenol




Click for Free Tips from Tylenol Click for Free Tips from Tylenol

R2 3/9

Tylenol Mobile Creative: Mobile Landing Page

R2 3/9

Tylenol Results

2005-2007 AdMob, Inc. Confidential & Proprietary

• >5,000 users to the mobile site• >630,000 impressions• Overall eCPM was $2.37• Overall cost per visitor was only $0.30!

Splenda One Day Test Campaign Case Study


Splenda Mobile Creative: iPhone Ads

Splenda Mobile Creative: WAP Banners

Splenda Mobile Creative: Mobile Landing Page


Splenda Results


• >4,500 users to the mobile site• >714,000 impressions• Overall eCPM was $2.10• Overall cost per visitor was only $0.33!

1 Day Mobile Test Campaign Summary

• Extend existing campaigns to mobile

• Strong performance across all 3 brands

• Easy to get started with a simple campaign


[email protected]

Tony Nethercutt, VP SalesAdMob


Technology

Ad Mob Digiday Mobile