1. The document discusses mobile marketing and innovation at a company called 5thfinger. It provides examples of how to drive ROI beyond traditional banner ads, such as click-to-call, branded content downloads, and SMS alerts. 2. Case studies are presented that show mobile ads can have 6x higher ROI than PC ads. Networks like AdMob and Google Mobile Search were shown to have high response and repeat visit rates. 3. Opportunities in rich mobile banners and in-banner search are highlighted as untapped areas for mobile marketing.

1. 1. Whatto Do
How We Case
Beyond
The Studies
think banner &
(Driving
about New
2. Mobility Planning ROI)
Opps
mobile
3. Innovation @ 5th
4. Example: Mobile
Elements
http://www.flickr.com/photos/11266609@N00/2872069583/
Presenter: Steen Andersson Co-Founder & Vice President 5thfinger
© 5th Finger 2009

2. This is a
mobile phone.
5thfinger
© 5th Finger 2009

3. This is
mobility.
5thfinger
© 5th Finger 2009

4. mobility
is a range of
BEHAVIORS
5thfinger
© 5th Finger 2009

5. Our job is helping brands engage consumers living on the
go.
5thfinger
© 5th Finger 2009

6. By tapping into context.
5thfinger
© 5th Finger 2009

7. Exploiting
functionality.
5thfinger
© 5th Finger 2009

8. Creating
utility.
5thfinger
© 5th Finger 2009

9. Most people think about mobile like
this.
An idea.
Voice
Brand
SMS Apps An idea.
An idea.
Mobile
An idea.
Web
5thfinger
© 5th Finger 2009

10. Most people think about mobile
An idea.
Voice
AS Brand
SMS Apps An idea.
An idea.
TECHNOLOGY Mobile
An idea.
Web
. 5thfinger
© 5th Finger 2009

11. Some people think about mobile like
this.
TV
Ideas.
Ideas.
OOH Print
Mobile
Ideas. Ideas.
Online
5thfinger
© 5th Finger 2009

12. Some people think about mobile
TV
Ideas.
Ideas.
AS OOH Print
Mobile
Ideas. Ideas.
CONNECTION. Online
5thfinger
© 5th Finger 2009

13. We think about mobile like this.
People
The
Brand Media
Idea
Technolog
y
5thfinger
© 5th Finger 2009

14. We think about mobile
People
A The
Brand Media
Idea
S Technology
5thfinger
© 5th Finger 2009

15. So where do I start?
5thfinger
© 5th Finger 2009

16. Know your mobile Ad Networks…
High Traffic
Volume
Direct Response
Branding
(Long Tail of Publishers)
(Premier)
Chart: North American Ad Network
Lower Traffic Volume
Inventory Mix (Source 5th Finger)
5thfinger
© 5th Finger 2009

17. 1. What We Do Beyond
The
banner
(Driving
2. Mobility Planning ROI)
3. Innovation @ 5th
4. Example: Mobile
Elements
http://www.flickr.com/photos/11266609@N00/2872069583/
Presenter: Steen Andersson Co-Founder & Vice President 5thfinger
© 5th Finger 2009

18. Beyond the Banner (Driving ROI)
Click to Call
Branded Content Downloads
SMS Alerts
WAP Coupons
Videos (Trailers, etc)
E-commerce
Sales Promotion Sweepstakes
SMS Coupons/Vouchers
Download Mobile Wallpapers
5thfinger
© 5th Finger 2009

19. 1. What We Do Case
Studies
&
New
2. Mobility Planning Opps
3. Innovation @ 5th
4. Example: Mobile
Elements
http://www.flickr.com/photos/11266609@N00/2872069583/
Presenter: Steen Andersson Co-Founder & Vice President 5thfinger
© 5th Finger 2009

20. MSN MOBILE
Key Learnings –
• For PC vs Mobile Ads - 6x ROI performance from Mobile
Ads
• More complex calls to action (Sweeps) can reduce
response
• Admob performed 10x better than the worst performing
ad network (Sprint)
• Traffic from Google Mobile Search and Millenial Media
had the highest repeat visit rate to MSN Mobile
5thfinger
© 5th Finger 2009

21. LANDROVER
Moving from
PC to Mobile...
5thfinger
© 5th Finger 2009

22. Untapped Opportunities…
5thfinger
© 5th Finger 2009

23. Rich Mobile Banners
5thfinger
© 5th Finger 2009

24. In Banner Search
5thfinger
© 5th Finger 2009

25. The wrap…
Send to Friend’s
Your
Send to Friend’s
Your
name Name
Friend’s
a Mobile
Your
name Name
Friend’s
a Mobile Mobile #
#
Friend: Mobile #
#
Friend:
1. Understand
the players
2. Drive ROI
Beyond the
Banner
3. Think about how
much online budget
to allocate
5thfinger
© 5th Finger 2009

26. Steen Andersson
Co-Founder
steen.andersson@5thfinger.com
New York Office San Francisco Office Sydney Office
5thfinger
+1 646 578 8202 +1 415 294 2040 +61 2 8307 7888
© 5th Finger 2009