1. Mobile
Chris Falkiner &
Peter Farfaras

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

3. 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

4. The Dreaded Angry Emoticon

5. 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?

6. Mobile: First Always On Mass Medium
Emphasis on Shopping

7. Mobile: Device Penetration in Canada
Converged Mobile Device Market, Canada – Q2 & Q 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.

8. 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, , search, instant messaging

9. 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

10. 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

11. 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

12. 4/6/ :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.

13. 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

14. 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

15. 4/6/ :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.

16. 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

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

18. 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

19. 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

20. 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.

21. 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

22. 4/6/ :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.

23. 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

24. 4/6/ :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.

25. 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.

26. 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.

27. Thank you!

28. 4/6/ :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.

29. Post Click Solutions
Coupons/Promo Code
Data Capture 2 29

30. Post Click Solutions
Store Locator
Click to Download App 4