Nicky Iapino discusses the growth of mobile internet and performance marketing. Research shows mobile internet is growing faster than desktop internet ever did. A case study is presented showing how driving mobile traffic to a Vodafone call center converted users to customers. Mobile advertising revenues in Western Europe are predicted to grow over 100% annually through 2013. The document advocates that all marketers should be thinking about mobile opportunities.

1. 2010 – the year for Mobile! A4expo Europe, Munich 2010 Nicky Iapino – Digital marketing consultant

3. UK affiliate market

4. The Mobile Internet – why does this time feel different

5. Research on mobile growth

6. How iPhone is changing the way we interact with mobile

7. Performance marketing on mobile!

8. Brief case study and theory

10. Commission Junction – US network. Launched the European operation

11. COO role with UK affiliates – merged this business with Webgravity

12. Launched affilinet – established a niche business model “quality over quantity” Took over as AdLINK UK Group MD in 2007

13. Worked with some of the top UK advertisers – Barclaycard, Vodafone, eBay, O2, M&S in a total of over 500 programs

14. Real passion for Performance marketing

15. One time award presented at the a4u awards in 2008 for Excellence in the sector

16. Currently working on a project for BBC.CO.UK

18. “Where will affiliate/performance growth come from next year”? “Will it be mobile”?!?!

20. It’s BIGGER based on opportunity

21. It’s global, and every region brings something to the party based on it’s mobile connectivity/ wants/ needs/ income level

22. The US has grabbed the leadership after ignoring mobile for more than a decade – thanks to the likes of Google, Apple, Amazon – including a lot of start-up’s and Silicon Valley is hotting up again

25. Computing growth drivers over time, 1960 – 2020More than Just Phones SmartphoneKindleTabletMP3Cell phone / PDACar Electronics GPS, ABS, A/VMobile VideoHome EntertainmentGamesWireless Home Appliances Source: ITU, Mark Lipacis, Morgan Stanley Research

28. Daily usage breakdown, % of Time Spent on Each Activity:Average US cell phone user iPhone User 40 minutes per day 60 Minutes Per DaySource: iSuppli ConsumerTrak survey, 10/08, Morgan Stanley Research

30. Mobile display ad revenues will grow from 14 million Euros in 2008 to 1.1 billion Euros in 2013, a 138.3 % CAGR

31. Western Europe leads the United States in adoption and monetization of mobile local media, primarily due to the greater number of mobile handsets in the region — 499 million in 2008, compared with 266 million in the United States

32. In addition to more mobile subscribers, the rapid proliferation of smartphones is helping drive growth in mobile advertising

33. The number of smartphones in Western Europe will grow at a 35.7 % CAGR during the forecast period, from 32 million in 2008 to 149 million in 2013Source: THE KELSEY GROUP’S ANNUAL FORECAST; WESTERN EUROPE MOBILE SEARCH AND DISPLAY 2008 – 2013

38. Wired Internet advertising market growth by component in % Note: Western Europe including Austria, Belgium, Denmark, Finland, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland and UK jjjj Source: PriceWatersCoopers LLP, Wilkofsky Gruen Associates

39. Mary Meeker Managing Director Morgan Stanley "Talking mobile“

40. “How iPhone is changing the way we interact with mobile” Ringtones - "the only revenue for a long time"!

41. How I use my iPhone

42. How I use my iPhone

44. Some CPA trials had been done already, but due to lack of understanding on the Advertiser’s part, these trials have failed!

45. Mobile is important, but a learning process has to take place – a change in payment model for example – cost per call and cost per lead models??

46. Even with CPC and CPL there are very few Advertisers with m-commerce sites/apps, so this will take time and work to build. But an Advertiser doesn’t necessarily need a full m-commerce page to engage customers

47. There are no budget or commercial barriers – pay for performance

48. A re-education of the market and understanding of engagement needs to be realized

50. Traffic methods used:

51. Mobile Advertising networks

52. Paid search

53. Handset specific targeting

54. Built mobile pages on behalf of Vodafone that were user friendly for all type handsets and that would drive a clear call to action (example included overleaf)

56. News Flash!!!! Apple patents “iTravel”, a mobile booking and ticketless check-in App for iPhone!! Apple has filed a patent for a travel app called iTravel that books flights, hotels and car reservations, as well as providing ticketless check-in using Near Field Communications (NFC), a short-range wireless technology. Apple has already indicated its interest in the ticketing space by filing a patent for "Concert Ticket +", an event ticketing system linked to iTunes. But this is the first indication that the company is actively looking to target the travel vertical. Mobile Times

58. Mobile is ramping faster than the Internet ever did

59. Performance on the Internet represents around 10% of online advertising spend, mobile will follow this trend as a minimum

60. Tests have shown mobile converts traffic to customers “Mobile performance ad revenues will grow from 1,4 million Euros in 2008 to >110 million Euros in 2013, a 138.3 % CAGR in Western Europe”

61. Thank you! Nicky Iapino – Digital marketing consultant E-mail : niapino@gmail.com Mobile : +44 (0) 7841 143 243 Skype : belfastnicky Twitter : belfastnicky LinkedIn : http://uk.linkedin.com/pub/nicky-iapino/2/50/3a3