Mobile Advertising

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• Mobile Advertising

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Agenda

• Mobile Ad Market
• American Gangster Case Study
• American Gangster WAP Site
• Massive In-Game Artwork
• Formats and Measurement
• ninemsn Mobilise
• Questions

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Mobile Ad Market

• Mobile penetration
• 3 billion mobile handsets in the world
• Over 50 of internet access will be via the
  mobile by 2010
• Size of the mobile advertising market
• 1.4 billion worldwide in 2007 - Expected to
  reach 14.4 billion worldwide by 2011
• Mobile Internet
• Within 3 years, more than 50 of all internet
  access in Australia with be via the mobile phone.
• Faster (connection) 3G broadband on your
  mobile) - 6million 3G phone by the start of 2008
• Cheaper (data) - Worst data plan (1,500 per
  gigabyte), Best data plan (100 per gigabyte)
• Better (mobile phones) - iPhone and Nokia
  Nseries
• More (content) - Mobilise, ninemsn mobile ad
  funded content portal and Brands begin to make
  key content available

AAP Air-Wide Solutions Strategy
Analytics Market Research
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Case Study

• Results
• Average click through rate 6
• Just over 29,000 unique visitors to the mobile
  site
• Just over 59,000 trailer streams across ninemsn
  TV and Street TV on Vodafone Mobiles
• Just over 1,000 requests for the mobile site via
  the billboard SMS keyword mechanic
• Brand recall for this campaign on Vodafone, from
  a sample of 1,600 people was 39

• Objectives
• Build awareness and hype on the streets with a
  mobile campaign
• Connect with American Gangsters core audience
  via their mobile (M 16-39)
• Ramp up the distribution of trailers to a
  relevant and engaged audience via the mobile
  phone

• Campaign Overview
• Through above the line media consumers were
  requested to text Gangster to a premium number
  to receive exclusive American Gangster trailers /
  prizes / content
• Consumers were able to view the trailer for free
  through 5th Fingers extensive relations with the
  Telco's 5th were able to, within the mobile
  site, request which Telco they were on and direct
  them to watch the trailer for free on their
  carriers on deck property
• Alongside the mobile site we ran American
  Gangster trailers within relevant Vodafone Live
  TV channels. This achieved high engagement
  hitting a receptive audience in their downtime
  waiting for a bus / on the train

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American Gangster WAP Site
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Massive In-Game
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• We either tailor the hard coded button for
  advertisers or run a branded medium rectangle
  throughout the campaign

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Mobilise Homepage Online

• Launched July 2007
• Supported by
• banner ads across ninemsn
• a major marketing campaign from mid November
• Discovery driven by Go Mobile
• Includes all leading ninemsn brands products
• Sold on 100 sponsorship
• Like to nine msn homepage on the mobile

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Mobilise Homepage on Mobile
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Formats Measurement

• Functionality
• Click to call
• Click to competition
• Click to survey
• Click to mini site
• Click to sample
• Click to download
• Click to voucher
• Click to SMS interaction

• Measurement
• Page impressions
• Session duration
• Frequently visited pages
• Click throughs
• Time of access
• Carrier
• If WAP site, type of handset

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Thank you Any Questions?