Monica Ho, Vice President of Marketing at xAd, presents on mobile marketing at SIMposium 2012.

1. Mobile:
Your Customers Are There.
Why Aren’t You?
SIMposium
Monica Ho, VP of Marketing - xAd
June 14, 2012
© 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute

2. Vice President of Marketing, xAd
Monica Ho At the helm of our New York City operations,
Monica is responsible for developing and
leading xAd’s marketing functions, as well as
overseeing the company’s communications
and strategically positioning it in the mobile-
local marketplace.
Monica’s tenure in the industry includes 12-
plus years of local marketing and advertising,
including a solid foundation in online
advertising, sales, strategy and account
management. Prior to xAd, she served as
Senior Vice President of Marketing and
Strategy at TMP Directional Marketing, where
she helped launch a digital-marketing division
called 15miles.

3. Who is xAd?
The largest mobile ad network for locally targeted search and display
Reach:
– Over a billion local ad requests served per month with access to over 10 billion
targeted impressions
– Largest local-app reach of any other network
– Over 3 Million local advertisers
Rapid Growth: 300% increase in network traffic from 2011
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4. Discussion Topics
The Mobile Opportunity
Mobile Marketing Best Practices
Mobile Marketing In Action
– LaQuinta Hotels
– Allstate Insurance
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5. Media Time Spend vs. Ad Spend
US adults now spend more time on mobile devices each
50% day then they do with print media.
45% 43% Ad Spend
40% 38%
Time Spent
35%
30% 29%
25% 24%
20%
16%
15% 12%
11% 10%
10%
5% 4%
1%
0%
TV Print Online Radio Mobile
Source: eMarketer, December 2011; Flurry Analytics
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6. Digital Ad Spend Forecast
Local Digital Ad Spend – Stationary vs. Mobile
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7. Mobile’s Big Take-Over
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8. Mobile is Inherently Local
65% of Mobile Ad Spend to be Local by 2016.
$9.0 US Mobile Ad Spend
(National vs. Local)
$8.0
$7.0
Local
$6.0
National
US $ Billions
$5.0
$5.0 65%
$3.9
$4.0
$2.9
$3.0 $2.1
$2.0 $1.3
$0.8 $2.4 $2.7
$1.0 $1.8 $2.1
$1.0 $1.3
$-
2011 2012 2013 2014 2015 2016
Source: BIA/Kelsey – Local Mobile Forecast, 2012
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9. The Mobile Tipping Point
Today, over 50% of the U.S. Population owns a Smartphone
device. This is projected to be 90% by 2015.
3000
Global Internet Device Sales
2500
2014 Tablets to represent nearly 50% of PC
sales
Tablets
2000 2013 Mobile Internet access projected to
surpass desktop access
millions
1500
2011 Smartphone's exceed sales
of personal computers
1000
Smartphones
500
Personal Computers
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012E 2013E 2014E 2015E 2016E
Source: Google/Ipsos Study 2011, Google Survey – Holiday Shoppers 2012, Business Insider – The Future of Mobile; February 2012
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10. Smartphone vs. Feature Phone
Smartphone penetration is currently at 50%
As Smartphone penetration increases, so will the amount
of time a consumer spends with their phone.
Smartphone Feature Phone
% who use the mobile
87% 36%
Internet
% who go online via
68% 28%
device daily
% who prefer going
25% 10%
online via the device
Source: The Pew Research Center Internet & American Life Project, Spring Survey 2011
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11. Keep It Simple Local Stupid
90% of mobile consumers have conducted a
local search via their device
9 out of 10 are searching because they have an
immediate need
Consumers are searching for businesses within 5
miles of their existing location
Mobile searchers are closer to the
buying decision:
– Mobile – 70% transact within the hour
– Desktop – 70% transact within a month
Sources: The Mobile Movement Study, Google / Ipsos OTX MediaCT, April 2011; Jiwire January 2012, Bing 2010
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12. Mobile Ads Perform
Palm Sized Advertising. Business Sized Results
Search
Desktop Mobile xAd Mobile Local
Search Search Search
(Average CTR) (Average CTR) (Average CTR)
0.5% 2.9% 5% - 8%
Display
Desktop Mobile xAd Locally Targeted
Banner Banner Banners
(Average CTR) (Average CTR) (Average CTR)
0.09% 0.17% - 0.67% 0.72% +
Sources:
Google – March 2011, The Search Agency Campaign data – May 2011, xAd Advertiser performance
InsightExpress Cross-Platform Comparison Stats, June 2011; Mobiclix Index ,Sept. 2010; xAd campaign data
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13. 5 Mobile Marketing Best Practices
every marketer should know
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14. “L”isten
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15. “L”isten
Conduct a search for your business in mobile
– Are you coming up in top search results?
– Are you visible in the top search applications etc
MOBILE-LOCAL SEARCH ACCESS
Application
50%
In Browser
50%
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16. “L”isten
Analyze your competition
– What’s working? What’s not?
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17. “L”isten
Leverage your website analytics
– How much of your current website traffic is coming from mobile?
– What are the most visited mobile pages?
– What devices are being used etc.
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18. “L”abel
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19. “L”abel
Label what success looks like
– What type of customer would you reach?
– What do you want this customer to do / accomplish?
– Does this type of action make sense for the platform?
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20. “L”ayout
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21. “L”ayout
Layout creative specifically for mobile
– What has worked for desktop, will not work for mobile.
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22. A Bad Mobile Site Can Cost You.
6 out of 10 consumers expect the website experience to
be the same if not better on mobile devices. If not….
61% Are unlikely to return to the site
40% Would visit a competitors site
20% Would have a negative perception of
the business
Source: Compuware, Why The Mobile Web is Disappointing End Users, March 2011 and Proprietary │ Do Not Distribute
© 2012 xAd, Inc │ Confidential

23. “L”everage
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24. “L”everage adMob
Leverage the Millennial
Media
right partners
– Does the site / ad JumpTap
network reach the
right audience?
– What targeting
options do they
have?
• Not all networks are
created equal
CALL
MAP
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25. “L”earn
Test
Track
Repeat
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26. “L”earn
Looking Beyond The Mobile Click
Mobile local searchers have immediate needs and they don’t
waste anytime fulfilling them with the majority making a phone
call or finding directions to visit the business.
OTHER MAPS &
Secondary Action Rates
6% DIRECTIONS
36%
CALLS
58%
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27. Mobile Marketing In Action
+ Valuable Lessons Learned
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28. LaQuinta Hotels
Goal: Increase online reservations via Mobile
Strategy:
– Locally targeted ads appeared in (3) target markets across 5
Mobile Ad Networks
Results:
– Zero reservations were completed during the campaign
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29. LaQuinta Hotels
Initial test was then followed up with a secondary test on xAd’s network
which utilized dynamic display creative + localized landing page
Results:
– Both the original banner and xAd dynamic creative were shown to produce calls
– xAd dynamic display ad had a click to call rate of 0.72%
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30. Starwood's Use of Click-to-Call
“One of the things we’ve noticed in
mobile is that we can convert a lot better
if we drive consumers to a call center with
a click- to-call experience rather than a
click-to-book experience.”
• Tracked calls and map/directions
lookups to determine ROI
• Click to Call driving majority of mobile
bookings. In addition:
- Mobile booking growth of 20% month
on month
- 200% increase in mobile traffic
Source: Starwood interview, emarketer 4/12; Google, Razorfish 2012
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31. Allstate Insurance
Goal: Generate calls and business listing visits to local agents via
mobile
Strategy:
– Locally targeted mobile display AND search ads appeared in
local markets for 193 local agents.
Results:
– Campaign has driven calls in both search and display
– Search: 35% Click-to-call rate
– Display 0.6% Click-to-call rate
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32. Allstate Insurance
Unexpected Result:
– In addition to driving calls to local agents the display campaign
provided additional value based on the frequency of secondary
actions
Description
3%
Calls
12%
More
Information
24%
Allstate Campaign
Secondary Action
Breakdown
Map/Directions
61%
Source: xAd Network - Allstate Display Campaign, April-May2012
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33. Lessons Learned
Performance can not be measured on the click alone
What you want the campaign to do --- may not be what
the mobile consumer wants to do
Creative + Targeting does matter
If you don’t start to test…you will never learn
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34. Questions
Monica Ho
VP, Marketing
Monica.Ho@xad.com
P : 646.831.2168
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