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Private & Confidential – Copyright Addictive Ltd 2011!
HOW DO WE MAKE 

MOBILE VIDEO 

EFFECTIVE?!
!
Private & Confidential – Copyright Addictive Ltd 2011!
$50bn Globally – Threat or Opportunity?!
!
Private & Confidential – Copyright Addictive Ltd 2011!
!
Private & Confidential – Copyright Addictive Ltd 2011!
!
Private & Confidential – Copyright Addictive Ltd 2011!
!
Private & Confidential – Copyright Addictive Ltd 2011!
!
Private & Confidential – Copyright Addictive Ltd 2011!
!
Private & Confidential – Copyright Addictive Ltd 2011!
!
Private & Confidential – Copyright Addictive Ltd 2011!
!
Private & Confidential – Copyright Addictive Ltd 2011!
!
Private & Confidential – Copyright Addictive Ltd 2011!
• First brand to use ringtones as a marketing
tool
• Built 50K permission based database of
engaged customers
• Drove the lowest cost per sale of any channel
!
Private & Confidential – Copyright Addictive Ltd 2011!
Data generation – Howard’s Home!
•  35k visits!
•  37k downloads!
•  13k ring tones!
•  13k viewing TV ad!
•  9k played Howard's
game!
•  Cost per visit 1.07!
•  Cost per download
1.02!
!
Private & Confidential – Copyright Addictive Ltd 2011!
Integration is more than
matching luggage!
!
Private & Confidential – Copyright Addictive Ltd 2011!
!
Private & Confidential – Copyright Addictive Ltd 2011!
!
Private & Confidential – Copyright Addictive Ltd 2011!
Encourage targeting driven
creative!
Action!
Context!
Location!
Data! Big Idea!
!
Private & Confidential – Copyright Addictive Ltd 2011!
!
Private & Confidential – Copyright Addictive Ltd 2011!
simon@addictivemobile.com!
mobilefix@addictivemobile.com!
@addictivemobile!
It’s time to!
experiment!

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