Mobile Chris Falkiner & Peter Farfaras

Connect with your audience using mobile media Presentation to Aegis Peter Farfaras, Chris Falkiner

1 2 3 Mobile Is this the year? How do we get there? The evolution of Mobile Reach your consumers everywhere 2 How do we get there? The mobile media-plan roadmap Formats, Features, Capabilities Who controls the future? Summary 3

The Dreaded Angry Emoticon

Is this the Year? We are living in a connected world. Consumers use of mobile is far outpacing brands and agencies adoption. So…IS THIS THE YEAR OF MOBILE?

Mobile: First Always On Mass Medium Emphasis on Shopping

Mobile: Device Penetration in Canada Converged Mobile Device Market, Canada – Q2 & Q3 2009 R.I.M. & Apple shipped approx. 82% of smartphones to partners RIM Apple Palm HTC Samsung Nokia 32.7% Mobile Phones 5.01-million Converged Mobile Devices 1.65-million Source: IDC’s Canadian Mobile Phone Tracker, November 2010.

Mobile: The Swiss Army Knife of Media Presence A unified communications + multimedia creation tool residing in your pocket Messaging Chat VoIP Calls Play Games Wall posts Status updates Connectivity Consumers – outpacing media Unified communications First mass media More valuable experience Activities on the device: Browse, communications, email, search, instant messaging

Mobile is the glue 81% use their mobile phones to research products and services they are considering. 95% other downtime 82% at work 80% at home 81% shopping 65% commuting Mobile is the Swiss army knife of Mediaplan Stay connected, stay entertained, stay informed # of people using for Information Shopping companion This ties into the day in the life. they’re using the mobile phone…focus on Shopping

Mobile: Internet Usage To Outpace Desktop by 2014 The next generation Mobile outpacing desktop – 5 year Graph (provided by Chris Validation of why mobile will outpace desktop (transition from kids images on previous slide – to be dropped in) Source : Morgan Stanley 2010

The evolution of media consumption Audiences are fragmented…Today, advertisers are challenged to: Drive measurable results and positive ROI Efficiently extend reach while maintaining a premium brand environment Understand the rapidly- changing mobile media landscape

4/6/2017 11:37 AM Considerations © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Roadmap of the Mobile Media Plan Where do we start? How do we get there? Roadmap of the Mobile Media Plan Inception Strategy Selection Execution We’ll help you get there. Marketers have the opportunity to gain a competitive advantage by entering emerging media today. While there are challenges, there are some marketing partners who are beginning to address and overcome these challenges. Marketers should seek out media partners who are able to deliver integrated multi-screen campaigns using today’s technology, and who are positioned to deliver on the full promise of multi-screen marketing. While consumers’ media consumption may be more fragmented as a result of changes in the media landscape, there are some media and technology companies who are addressing this fragmentation, and who are able to provide multiscreen marketing solutions to advertisers today. As media technologies advance, ultimately, marketers will require a consistent connection with individual consumers throughout their media days and across multiple screens – thereby building brand affinity and engaging consumers with the right message at the right time in the right place. Media companies and many technology companies are actively building toward the vision of fully-connected media experiences for consumers and for advertisers. Some are beginning to make the vision real. There are a handful that have the infrastructure to build toward the fully-connected vision – most of these have expertise in media or technology to inform their progression. In order to take full advantage of early learning in an emerging media space that offers early-adopters significant share-of-voice, marketers should look for media and technology partners who are able to: Deliver integrated multi-screen campaigns using today’s technology Who have expertise in media and technology Who have a big vision for connected experiences across all media and all screens for both consumers and advertisers Who are investing to make this vision a reality Big vision for connected experiences Investing in making vision a reality Expertise in media and technology Integrated multi-screen campaigns

How do we get there Where do we start? Enable your clients to target mobile audiences with innovative, highly relevant, results-driven mobile ad experiences Innovation Differentiated and game changing ad opportunities and new ways to capture and employ insights. Connection The most relevant ways and places for advertisers to engage their target audiences. Results Achieving and exceeding advertiser objectives, delivering ROI

4/6/2017 11:37 AM It’s Easy © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Types of Mobile Campaigns Mobile Advertising Mobile MKTG Services CRM Coupons Promotions Events On-Device Offline Response Mobile Content Mobile Commerce eCommerce Operator billing SMS / P2P NFC Video and Music Personalization Mobile Websites Branded Apps

Types of Mobile Campaigns Branding Awareness Direct Response Data Capture Click to Call Traffic Driver

What you can do in the Mobile space Rich Media In App Video Banners mobile methods possible/available What you can do in this space Leverage banners Rich mobile QR/Mtag WAP vs App

Mobile Audience Targeting Demo Targeting Device Targeting 3rd Party Impression Tracking Leverage available technology… To reach your target audience Frequency Capping Day Part Targeting Geo Targeting Carrier Targeting Behavioral Targeting

Mobile Web vs Apps 4/6/2017 11:37 AM © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Do both - Mobile Web First 100% of devices Optimized to the highest common denominator You can publish when you want Webkit Content from mobile web is searchable Easier to market (through mobile banners) Apps Richer experience Native phone features (GPS, camera & voice) Offline Integration with other services Data capture – via WAP vs App Bottom line is you need $ to tell people it exists Don’t create and not tell

4/6/2017 11:37 AM QR / MTag © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

2D & 3D Mobile QR/Tagging Canadian awareness of Mobile tagging (2D/3D QR codes) A recent retail shopper journey study by Carat and Microsoft Advertising found that 14% of Canadians have used their mobile phone at a retail location to inform their purchase

4/6/2017 11:37 AM Key Takeaways © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Mobile: Enriching the Brand Experience What if a flyer could be interactive? Coupon Store Locator How to Guide & How to video NEED to call out how this device can help bring value to people. Rona example – How to video’s Close out session with that – Voiceover Examples of a flyer on the mobile phone Why send out flyers when you can dynamically change it based on location, what users have opted in and chose what they want to buy.

Is this the year for Mobile? It’s up to all of us! PCs are becoming TVs. High-speed Internet connections enable a TV-like media experience on the PC screen Mobile phones are becoming PCs. The proliferation of 3G networks and the evolution of handset technologies (touch, etc.) deliver a PC-Web browsing experience on the go TVs are becoming empowered by PCs. The TV experience is becoming connected through consoles that go beyond gaming to become the home’s central platform for entertainment.

Thank you!

4/6/2017 11:37 AM Appendix © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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