1. Wireless Ads - Six Steps 1.Determining Wireless Ad objectives 2.Developing a Wireless Strategy 3.Considering Types of Wireless Ads 4.Producing Wireless Ads 5.Placing Wireless Ads 6.Measuring the Success of the Wireless Campaign Copyright 2001.

2. 1. Determining objectives Consider the audience –More people are using wireless devices –These people are “on the go” professionals Consider ad content –content sponsorship –opt-in coupons –directories Consider benefits –high response rates –branding –developing loyalty –reaching a high-growth market sector –targeting high-income professionals –obtaining registrations –driving traffic to internet sites –generating new revenue streams Also Consider: How will you measure success?

3. 2. Developing a Strategy Security. Wireless devices are easily hacked or stolen. What methods can your company take to insure that the data provided to and from the wireless client is secure? Privacy. Like internet advertising, wireless advertising must also be "opt-in" and provide a measure of privacy to wireless ad recipients. Develop and publish your privacy statement for your wireless audience, and give them an opportunity to "opt out". How will you protect the privacy of your audience? How will you protect a client's personal information (name, address, phone number, email address, credit card numbers, etc.)? What measures will you take to ensure Security and Privacy?

4. Standards. Currently, there is no universal standard for building & deploying wireless applications. The most noteworthy specifications are WML (Wireless Markup Language) & WAP (Wireless Application Protocol). Also, there is no worldwide standard for wireless networks. Technologies. Many types of wireless devices have been adopted by the masses. Three of the most popular devices include: 1) pagers with SMS (Short Messaging Service) 2) PDAs (Personal Digital Assistants) and 3) Wireless phones. 2. Developing a Strategy Which Standards & Technologies will your company support? (cont.)

5. 3. Types of Wireless Ads Text Ads. Low bandwidth, small message size for speedy download. Text Plus Image. Many wireless devices are not full color. A simple black and white logo can be used for brand reinforcement or supporting the text message. (Simplest) Quick and effective. windwire.com

6. Click-Through Links. An ad can be "clicked through" to a site designed for wireless browsers. Call-Through Links. A customer can connect to a toll-free number. Effective for direct sales or special offers. 3. Types of Wireless Ads Click Throughs & Call Throughs. windwire.com (Linked)

7. Timed Interstitials. Ad can be viewed while waiting for another page to load. Usually for branding or impression. Interactive Ads. Click on the ad to find more info about products & services without linking to a full-blown wireless site. (More Complex) 3. Types of Wireless Ads Multimedia is possible, but slower. windwire.com

8. 4. Producing Wireless Ads Produce the ad that meets your objectives and technology requirements. You may need to hire a firm that includes the services of a copy writer, artist, WAP or WML programmer and ad placement specialist. If you have a click- through or linked ad, you may also need to program a special WAP or WML site. You may also want to program a part of your website to start a wireless subscription list. Agency or In-House?

9. You may also elect to provide your own wireless content, depending on your company's wireless advertising strategy. Wireless subscribers may "opt in" at your company website. 5. Placing Wireless Ads Wireless content providers can place your ad within their feeds. Popular content feeds include access to: –email –news –entertainment –stocks –weather –sports Your ad here... Your ad here... Your ad here...

10. Your wireless content provider will give you a report on the number of impressions your ad received. If one of your success measures is "click- throughs", you should also use the web log analysis tool that is in place at your site. If one of your measures is "call-throughs" or "calls to sales", you should have a special phone number. Employ in-store surveys if one of your ad objectives is to increase visits to a real-world store or to lead to real- world purchases. 6. Measuring success Did you get effective results?