1. The Mobile Necessity Anh Ta IPG Emerging Media Lab July 7th, 2010

2. “They have internet on computers now?” – Homer Simpson

3. Convergence

4. Users

5. Reach

6. Advertisers Mobile advertising has 5x better ROI than online advertising Mobile coupons are redeemed at a 5% to 20% rate, compared with about 1% for print coupons Mobile offers additional data: Handset Carrier Geo-targets

7. Channels

8. Useful or Fun

9. Audience 89% Households <$100k Households ≥$100k Walmart Moms Affluent Moms

10. Handset Targeting Smartphones make up only 9% of subscribers

11. Usage

12. Recommendations Mobile coupons SMS short codes Mobile banners Mobile WAP website

13. Conclusion Superior targeting metrics means better ROI. Mobile content is a “Trade” proposition – has to have utility or entertainment value to build trust. Consumers are multi-screen audiences on the move. Mobile marketing is essential and requires a long-term strategy.

14. References “Three Screen Report.” Nielsen, 1st Quarter, 2010. http://blog.nielsen.com/nielsenwire/online_mobile/what-consumers-watch-nielsens-q1-2010-three-screen-report/ “To Mobile or Not to Mobile.” Nielsen, September 15, 2009. http://en-us.nielsen.com/content/nielsen/en_us/report_forms/webinar_to_mobile.html “Go Mobile, Grow …” IBM Institute for Business Value, 2008. http://www-935.ibm.com/services/us/gbs/bus/pdf/gbe03051-usen-03_gomobile.pdf “The State of Mobile: US Webinar.” comScore, June 8, 2010. http://www2.comscore.com “Target puts mobile coupons on costumers’ cellphones.” USA Today, March 11, 2010. http://www.usatoday.com/money/industries/retail/2010-03-09-targetcoupons09_ST_N.htm ‘Walmart Moms: Economically Squeezed & “Up-for-Grabs” This November.’ Momentum Analysis, June 22, 2010. http://www.politico.com/static/PPM136_100621_walmart_presentation.html “Mobile Marketer’s Classic Guide to Mobile Advertising.” Mobile Marketer, August 14, 2009. http://www.mobilemarketer.com/cms/lib/1617.pdf “New InsightExpress Research Reveals Impact of Mobile Advertising.” InsightExpress, February 4th, 2010. http://www.insightexpress.com/release.asp?aid=445