Sprout's Ben Williams outlines the history of advertising, concluding with an overview of the current rich media mobile era

1. The Largest Independent Mobile Ad Network
The Past, Present and Future of Mobile
Advertising and Innovation
Ben Williams, Head of Business Development
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2. History of Advertising
2000 BC - Egyptians invented outdoor
advertising
750 BC – Greece’s “Ladies of the Night”
create the 1st sonic logo
1472 – First Print Ad in England to
announce a prayer book for sale
1661 – the first branding is developed
for Dentifrice Tooth Gel
1776 – Political ads appear encouraging
American Revolution Enlistment
Source: INFOLINKS History-of-Advertising
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3. 1863 – Automobiles give riser to Billboard
advertising
1873 – First product placement when
transport/shipping companies appear in
novels
1882 – First electric sign lit in Times Square
1892 – Start of direct marketing with a
Sear’s postcard mail-out
1902 – First celebrity endorsement
Source: INFOLINKS History-of-Advertising
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4. 1911 – “Sex Sells” first used at a
marketing tactic
1950s – Contests and giveaways become
popular
1955 – Psychologists start working to
make advertising more effective
1957– Birth of the longest running TV ad
Jingle
1963 – modern age of advertising ushered
in as: “The consumer isn’t a moron; she is
your wife”
Source: INFOLINKS History-of-Advertising
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5. 1994 – First banner ads from AT&T,
Sprint, MCI and Volvo
1994 – PPC keyword advertising debuts
and is widely mocked
1997 – First mobile ad is launched. A
Finnish News provider offers free news
via SMS, sponsored by advertising
1995-2000 – Billions invested in online
ads…
Source: INFOLINKS History-of-Advertising
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6. Technology Penetration
Years to reach 50
million market
Audience
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7. Where is Mobile Headed?
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8. Mobile and Internet
Mobile and
web are
becoming
more
synonymous
as internet
access from
mobile
devices
expands
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9. Challenges to Mobile Marketing
Challenges Impeding Mobile Marketing Effectiveness
According to Marketers Worldwide, June 2011 (% of
respondents)
Questions about the tangible business
contribution of mobile marketing
A coherent mobile marketing strategy
The vast number of mobile devices and
operating systems
0% 10% 20% 30% 40% 50% 60%
Source: Aberdeen Group, "Metric-Driven Mobile Marketing”, Aug 2011
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10. Cross-Media Ad Effectiveness
Mobile and Online Advertising's Effect on Brand Metrics in the US,
Nov 2007-Dec 2011
30
178%
25
20
200%
15 267% 200% 100% 167%
10
5
0
Ad awareness Message Purchase intent Unaided Aided Brand
association awareness awareness favorability
Mobile Norms Online Norms
In an April 2012 Nielsen study
When compared to TV alone, advertising on TV, iPad and iPhone increased brand recall by 617%,
likelihood to recommend by 160% and purchase intent by 72%
Source: InsightExpress, "Mobile Advertising Effectiveness Norms," Feb 2012 10

11. InMobi UK Media Consumption
The average UK mobile
web user consumes 9
hours of media daily.
Mobile devices represent
28% of this time.
Mobile share has
overtaken both TV and
Online Media
Source: InMobi & On Device Research, Mobile Media Consumption Research Feb 2012
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12. 71%
of UK consumers multi-task while watching TV
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13. Mobile is Part of Daily Life
Globally, mobile web time is “me” time: it’s usually a personal rather
than a shared media experience
15% 14% in a
22% Spending Shopping meeting
19% In the or class
time with
bathroom
family
67% Lying in bed
39% While watching
TV
47% Waiting 15% social
event
for something
25% Commuting
Sample size: n =11,040
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14. Device Day-Part
Multi-Screen Time
Source: /Mobext May 2012
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15. Tablets Top Media Access Devices
Source: /Mobext May 2012
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16. the Impact of Mobile
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17. Leading Mobile Website Categories
High daily Visited by UK Smartphone Users, Oct
2011 (% change vs. same period of
web access prior year)
among 100.00%
smartphone 90.00%
80.00%
users is 70.00%
helping push 60.00%
mobile 50.00%
shopping 40.00%
into the 30.00%
mainstream 20.00%
10.00%
0.00%
Online retail Auction Shopping Classifieds Automotive Travel
sites guides services service
Source: comScore Inc., Jan 17, 2012 17

18. Source: /Mobext May 2012
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19. Shopping and Devices
Source: /Mobext May 2012
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20. Smartphone vs Tablet Purchases
Products Purchased Frequently via Smartphone vs. Tablet According to US
Mobile Wi-Fi Users, Q3 2011
Electronics
Retail (nonelectronics)
Entertainment
Entertainment
Travel
Food/beverage
0% 10% 20% 30% 40% 50% 60%
Tablet Smartphone
Source: JiWire, "Mobile Audience Insights Report: Q3 2011,." Dec 6, 2011 20

21. Levi’s - Interacting with the Brand
Consumers can
interact with the
products and brands
and how they are
relevant to them as
well as be driven to
a specific call to
action – making a
purchase
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22. Mobile Advertising has Evolved
Banner ads
Rich media
SMS ads
Rich media
Text
News
Games
Dynamic
2 Data 3 Multimedia &
ads
Movies
Ads
1Voice 4 Touchscreen
& Sensors
Content
Technology
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23. Personalized Targeting
Demographics Geo-location Industry Segment Time of Day
OS, Device, Carrier Interests User Journey Context
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24. AUDIENCE Centric
advertising
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25. Personalized User Experience
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26. MEASURING BRAND ENGAGEMENT
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27. As the Mobile Current and Expected Prevalent Business
Models According to Media and Entertainment
Executives Worldwide, 2011 (% of respondents)
Market Matures,
so does
Ad supported
Consumer Subscription
Usage and On demand
Preferences Merchandising/physical sales
Licensing
Paid vs. Ad-Supported App Preferences of US
Smartphone Owners, Nov 2011 (% of respondents) Freemium
Don't
download
apps Affiliate
16%
Prefer paid Other
apps
12%
Prefer free
apps Brokerage
72%
0% 10% 20% 30% 40% 50%
Next two years Current
Source: Pontiflex survey conducted by Harris Interactive, Dec 13, 2011 27
Source: Accenture, "Media and Entertainment High Performance Study 2011July 12, 2011

28. Expansion of Mobile Advertising
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29. Real Time Optimisation
Application of Site
Serves the Ad
Application or Site
requests an Ad
Ad Server Pinged Information about the
for ad, user user pinged back to the
information ad Server
received
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30. Real-time Personalized Dynamic Ads
In Ad Purchases
CALL TO
REACH DATA & TECH CREATIVES
ACTIONS
DYNAMIC ADS
View Product
Variants
Influence commerce
Drive Commerce
Transactional
Efficiency
View detailed
Product Info
Drive commerce Improve
Discoverability
Social
Sharing
BUY NOW ON
WALMART
SOCIAL PASSIVE
DRIVE TRAFFIC
COMMUNICATION SHOPPERS
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31. Leverage Dual Screen Behavior
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32. 22%
Social Media
(e.g. Facebook,
The Entertainment Twitter etc.)
and, in particular, 19%
Entertainment
the Gaming (music, videos
etc.)
markets contribute
to a large 18%
Play Games
proportion of daily
14% General Info
mobile activities (Search, Sports,
News etc.)
12% E-mail
7% Local Search
8% Shopping
Sample size: n =10,699
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Source: InMobi & On Device Research, Mobile Media Consumption Research Feb 2012

33. Ford - Gamefication of Experiences
Gamefication of
Experience:
Creating a in-ad
gaming experience to
drive user
engagement and
brand awareness
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34. Samurai Blood – Full App Experience
Game preview in Ad
Taking Freemium to the next level
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35. Rapid Growth of Mobile
Continued development of
Usage Behaviours
Shift from a Check-in to a
Check-out mindset
Customer focused usage of
Data and Analytics
Evolution of Mobile
Advertising
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36. Thank you
Ben Williams, EMEA Head of Business Development
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