ValueClick Europe Mobile Advertising and Performance Marketing

1
ValueClick EuropeMobile Advertisingand
Performance Marketing
Carl White, CEO ValueClick Europe 10 April 2008
2
(No Transcript)
3
Commission Junction Nordic advertisers
4
Multi-channel marketing
5
October 1999
6
Mobile advertising has a history of hype

• The portal wars may well be over in the
  wired world but the virgin landscape of the
  wireless world is still open to prospectors
  staking a claim. The mobile operators,
  traditional ISPs and a rash of wireless ISP
  start-ups are all feverishly eyeing the bookmark
  page on your WAP phone and dreaming of the
  millions of dollars the m-commerce market is
  expected to deliver. The unintuitive nature of
  current WAP phones mean that first mover
  advantage is more powerful than ever.
• 
  ZDnet April 2000

7
Get ready for mobile advertising?
8
Penetration and usage
80.9
70.8
79.5
66.5
Japan
Korea
Source Online Publishers Association. March 2007
9
Mobile internet increases overall web use
24
24.9
63.1
66
12
10
USA
Germany
EU
France
Italy
Spain
Global
Japan
Korea
UK
Source Online Publishers Association. March 2007
10
Mobile services act as an adjunct to most
advertisers core web offering
11
The PriceRunner experience

• Founded in Sweden in 1999
• Acquired by Value Click Inc. 2004
• PriceRunner operates in UK, US, Sweden, France,
  Germany, Austria and Denmark
• We are a truly impartial price comparison site,
  and the only impartial one in the UK
• We empower consumers to find the best deals
• UK lead with the mobile launch first in July 2007

12
Our UK mobile service launched in July 2007
13
Clear consumer benefits

• Easy to use
• Quick to download
• Minimising usage costs through pre setting
  navigation
• Empowers consumers to research price and product
  information where they may need it most
• Complimentary to our core web site rather than a
  replacement
• Will change shoppers behaviour

14
June 2007
15
UK - July 2007
16
So was PriceRunner on mobile a success?

• 000s of downloads not millions
• Small revenues from click to call
• Some modest direct response to retailer call
  centres
• Enhancement of retailer and advertiser
  relationships
• Interesting practice for the world of the small
  screen
• Significant increase in website natural traffic

17
The internet is still the main media channel that
motivates mobile application usage and mobile web
purchases
Source Online Publishers Association. March 2007
18
Mobile advertising is certainly a growth area
Source eMarketer. Mobile Brand Advertising,
October 2007
19
Blurring of the boundaries
20
Not many payment gateway options
21
Local search important
22
New content and behaviour
23
New business models
24
Drivers

• Affordable Data Usage
• Behaviour...will Consumers start using mobile as
  an taking action channel?
• Content providers to develop/adapt services that
  make sense for the user
• Devices that are multifunctional and measure
  performance

25
Creative execution the stark truth

• Until an advertiser can commission a
  creative that they know will work for 90 of end
  users without hassle then mobile is going to
  remain a sideshow.  Sure youve all these fancy
  solutions that can target handsets etc.... we
  could easily target ads in traditional online
  advertising to only users on PCs with a screen
  resolution of 1200x800 running Firefox 2 or above
  ...... but we dont have to!
• Donal
  Kane, Technology Director, ValueClick

26
Likely future developments

• Google Android
• OHA
• iphone- enterprise solutions
• Qik- potential for new types of social networks
• Blyk- potential for new business models
• Other social media opportunities
• Monetisation of social media though networks
• Opt-in behavioural targeting opportunities
• Mobile might become just another platform

27
Thank You

• Questions?