Who "comes and goes" on mobile? Nowadays, just about everyone. In fact, mobile reaches the Hispanic, Asian, and African-American communities more than PC, TV, or print. Are you blindly missing your audience as a content developer or brand on mobile web and apps? How do you get these audiences to "tumble for you"? In this webcast, Phil Miano, Vice President of Sales and Marketing at Collider Media, Inc., helps you understand how you can learn more about your audience, where to find them, and how to dialogue with them in order to impact your own mobile growth.

1. Culture Club: "They Come and Go" on Mobile
Who "comes and goes" on mobile? Nowadays, just about everyone. In fact,
mobile reaches the Hispanic, Asian, and African-American communities more
than PC, TV, or print.
During this webcast, Phil Miano, Vice President of Sales and Marketing at Collider
Media, Inc., helps you understand the current diversity of mobile audiences and
offers insight on how to bridge that cultural divide. Specifically, Phil’s webcast
covers:
What are the complexities of developing content and marketing to various
ethnic groups?
How do you message to your target audience to impact usage and grow
audience?
What are some examples of successful culturally diverse mobile campaigns?
What are the common mistakes people make trying to tailor to these unique
demographics?
How does better targeting lead to better revenue?

2. AMA Webcast:
Culture Club: "They Come and Go" on
Mobile
Presenter:
Phil Miano, Vice President of Sales and Marketing, Collider Media, Inc.
Moderator:
Alli Libb, American Marketing Association
Sponsored by:
The audio portion of today’s presentation is available via broadcast audio.
You can also dial in to hear audio:
Participants (US & Canada, Toll Free): 800.945.9434
International Participants: +1 212.231.2910

3. Deciphering Marketing
Research Online:
Technology, Techniques
and Tools
June 21, 2012
A Half Day Online Forum
Learn more at marketingpower.com/RESEARCHVX

4. Housekeeping Items
Recording and Slides
Attendees will be provided with a recording of today’s presentation and a
PDF of the slide deck
Twitter
Please reference hash tag: #AMAAquent, when tweeting about this
webinar

6. Today’s Presenter
Phil Miano
Vice President of Sales and Marketing,
Collider Media, Inc.
•Digital advertising veteran
•Helps advertising agencies, brands and mobile
companies from around the world exceed their
mobile marketing and research objectives
•Previously served as the National Sales Director of
Mobile Advertising for AOL

7. Targeting intelligence for mobile
Culture Club: They Come and Go on Mobile
Phil Miano
phil@collidermedia.com
7

8. Agenda
Culture Club: “They Come and Go on Mobile”
Welcome/Intro
• Why Mobile, Why Now?
• Mobile Options
Mobile Marketplace: Ethnic Diversity
• Hispanic
• African American
• Asian
• Age and Gender
Reaching Mobile Audiences
• How to Reach Audiences Effectively
• Diversity Challenges and Opportunities
•How to Mobile Clients Stay
Summary/Q&A
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9. Why Mobile, Why Now?
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10. Mobile Opportunity
The Huge Mobile Opportunity:
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11. Mobile Opportunity
The Huge Mobile Opportunity:
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12. Mobile Options
12

13. Mobile Options
Mobile Formats:
13

14. Mobile Options
Trends:
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15. Information
Making the right mobile choice for the right audience
Ad is presented at the end Ad is shown on Ad is shown on ad-supported
of an opt-in text alert ad-supported Apps mobile websites
15

16. Mobile Market: Ethnic Diversity
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17. Ethnic Diversity
Ethnic Diversity
Campaigns should be tailored to each user group's preferences as
Hispanics, African-Americans, and Asians use the Internet and their
phones differently.
Don’t make the mistake of using a broad, one-size-fits-all
approach for narrowcast mediums in mobile
Reference: http://www.prweekus.com/multiethnic-communities-and-mobile-marketing/article/214134/
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18. Ethnic Diversity
Hispanic:
According to the Pew Hispanic Center:
• 85% of native-born Latinos older than 16 years of age use
the Internet
• 78% of native-born Latinos ages 25 to 34 who have
Internet access use social networking sites such as Twitter,
YouTube, and Facebook.Latinos are more likely than the
average US household to have cell phones with Internet and
video capabilities, according to Nielsen.
• Latinos also write more texts than any other race or
ethnicity, sending 943 texts per month. The national average
is 740.
Reference: http://www.prweekus.com/multiethnic-communities-and-mobile-marketing/article/214134/
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19. THE FAVORITE DESTINATION.
Ethnic Diversity
Hispanic:
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20. Ethnic Diversity
African American
• African-Americans use more mobile voice minutes per month
(1,261) than any other group
• 33% of African-Americans choose app-based smart phones with
Web-enabled operating systems.
Reference: http://www.prweekus.com/multiethnic-communities-and-mobile-marketing/article/214134/
20

21. THE FAVORITE DESTINATION.
Ethnic Diversity
African American:
Reference: http
://blog.nielsen.com/nielsenwire/online_mobile/infographic-the-digital-black-consumer-and-m
21

22. Ethnic Diversity
Asian:
• At 36%, Asians and
Pacific Islanders prefer
Apple's iPhone to all other
operating systems – more
than anyone else
• Asian Americans lead
smartphone adoption with
67.3 percent using a
smartphone as their primary
mobile handset.
22

23. THE FAVORITE DESTINATION.
Age
Age
Age:
Source: Nielsen: http://blog.kelseygroup.com/index.php/2012/03/06/smartphone-usage-rising-among-mobile-users-across-age-and-income/
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24. THE FAVORITE DESTINATION.
Gender
Gender:
% of Male / Female Smartphone Owners that DO
(Question asked: How often do you perform each of the following activities on your smartphone? And the % displayed represents the sum of those not
responding “Never”)
Male Smartphone Owners Female Smartphone Owners
(n = 251) (n = 284)
Send text messages 92% 98%
Access social networking sites 68% 79%
Play games 66% 76%
Share photos/videos 65% 73%
Conduct financial transactions 48% 60%
Shop online 48% 54%
Watch streaming content 42% 35%
Make dinner reservations 29% 24%
Reference: http://blog.compete.com/2011/11/29/the-male-vs-female-debate-goes-mobile/
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25. Reaching Mobile Audiences
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26. Overview
About Collider Targeted Advertising
Collider’s technology unlocks the power of intelligent, profile-based
targeting to find the right consumer with the right message
Collider’s unique technology enables user level ad targeting across mobile
web sites, applications, video or any IP delivered Impression.
Collider Media is a data driven, ad decision engine, which safely allows 1st
party data to be matched with multiple verified 3rd party data sources.
Collider Media eliminates wasted impressions by reaching only verified
profiled users.
Collider Media enables advertisers to reach “hard to find” audience targets
effectively.
Collider technology interacts seamlessly with mobile ad-servers, exchanges,
mediation partners and networks.
26

27. Title
Currently, Available Mobile Attributes are Hardly Useful
for Effective Targeting
Location
Content
Carrier
Device Type
Time of Day
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28. Title
Collider “Connects the Dots” in Order to Create
Intelligent Profiles that Deliver ROI
Shopping College Grad Austin, Texas
for a Car
Male
Multilingual
No kids in HH
18 -35 yrs old
Single HH Income: $50k
Hispanic
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29. Categorical
Collider Standard Targeting
Target Categories:
Demographic
Age Gender HH Income Occupation
Education Kids in HH Marital Status Zip + 4
Psychographic
Life Change - First-time parent - Personal Finance info - Activities and hobbies - Health Focus
Trips and Travel- Ethnic Background - Likelihood to buy Life Insurance - Types of credit Card
Purchasing Activity - Generations in HH - Vehicle Make - Yr. Vehicles - Lifestyle Vehicle
Classification - Non Auto vehicle owner - Vehicle Value
Likelihood to buy different car types - Number of Vehicles
Market value of home - Amount of home loan - Home loan use type - Ratio loan to home value
Home lot ft2 - Type home loan - Home loan Transaction Type - Home purchase cost –
Home loan Interest Rate - Political Affiliation - Congressional District
29

30. Targeting intelligence for mobile
Thank You!
30

31. Questions and Answers
How to Submit Questions
• Submit questions using the chat box located on the left-hand side of
your screen.
• Submit questions via Twitter by referencing the hash tag #AMAquent
Additional Questions?
Contact our speaker at: phil@collidermedia.com
General AMA Questions can be sent to: alibb@ama.org

32. Thank You for your Participation!
Additional Questions?
Contact our speaker at: phil@collidermedia.com
General AMA Questions can be sent to: alibb@ama.org
Recording and slides
A presentation recording and slide deck will be sent to you
Twitter
Please reference hash tag: #AMAquent, when tweeting about this webinar
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