This is a presentation done at DMEXCO in Cologne Germany on Sept 20, 2011. Focus is on understanding where Internet marketing and advertising missed the mark and what Mobile needs to think about on it's way to building a superior marketing and media channel.

1. How Does Mobile Marketing Not Make the Same Mistakes the Internet Did Based on the Experience of One Man Who Was There for the Birth of the Internet and is Tasked at present with leading Mobile Marketing Industry DMEXCO – Cologne, Germany September 2011 Greg Stuart, Global CEO How Does Mobile Marketing Not Make the Same Mistakes the Internet Did

2. Experienced Perspective Agency Media & GM; CMO; Digital Media Senior Exec and CEO in 3 businesses now 4 New York City Agencies GM at Y&R - Interactive (1994) Sony Online Ventures &AOL Cars.com (Tribune) Flycast Ad Network (dot.com IPO) IAB (‘01 to ’06 or $6B to $17B) Investor in 15 Digital Media businesses Over $750,000,000 in transactions in 4 years Co-Author of WHAT STICKS 2 Agency CMO Seller Investor

3. Meant to be a Clarion Call for Marketers to Change

5. 5 But change and constant improvement is HARD

6. 6 But that’s the channel I want Mobile to be and the MMA is out to build; with your help

7. Good News: Marketers Have a Different View This Time Around “If your plans don’t include Mobile then your plans are not finished.” Wendy Clark SVP Integrated Marketing Coca Cola 7

8. 8 What Did Internet Get Wrong? Too Hard to Buy/ Measurement More Aggressive Stop the Bad Stuff/Privacy Lack of Ownership on Marketing Effectiveness

9. 1. Too Hard to Buy/ Execute / Measurement

10. slide title A Network Sounded Good

11. slide title But Then We Created Specialists for Each Detail Ugh!

12. slide title UGH! Now What?

14. Conan O’Brien’s View of the Future

15. Internet Revolutionized Ad Measurement Internet Television Magazines Advertising Research Foundation’s Media Measurement Spiral

16. However, Internet Measurement is Very Flawed and Isn’t Fixing Itself Audited ad technology showed that the average major publisher site 40% of ads measured as a impression NEVER APPEAREDIN A VIEWABLE AREA of the screen 16

17. For Example 17

18. It Gets Worse And for some networks 94%of ads measured as a impression NEVER APPEAREDIN A VIEWABLE AREA of the screen 18

19. Fewer ad units (but more impactful) Better ‘AUDITED’ measurement Powerful creative tools App Store distribution Optimize media planning tools Simplify the multitude of Handset issues Trusted and consistent analytics & reporting Data in and out of handsets Global regulatory environments Global standards and implications Mobile payments standardized Fast turn around for messaging (short code) Data on market and consumer penetration And so on Mobile - Easier to Buy Better Channel 19 Mobile requires vigilance-avoid status quo, seek constant improvement

20. 2. Aggressively Stop the Bad Stuff / Consumer Trust

21. Bad Interviewing Prep “Yes, you are the Pop-Up Association” 2002

22. Internet Bad Stuff Pop Ups SPAM Malware Drive by Downloads Non Uninstallable Downloads Trap Doors Security Breeches Privacy Violations Technology to Stop Bad Stuff Pop Up Blockers Ad Blocking AG action on Malware Regulatory Action Public sentiment Etc…. Bad Actions Kill Categories

23. slide title What’s Good for One is Not Always Good for All

24. Privacy Guidelines for Mobile Apps To be out Sept/Oct Cramming Consumer Best Practices – Messaging Premium SMS in U.S. is challenge Impending Commerce fraud Customer management of fraud Handset and dataset security Virus’ on handset Offensive ads Use of targeting data Location based issues Mobile – Stopping Bad Stuff Better Channel We HAVE to be better here cause mobile so much more personal 24

25. 3. Lack of Ownership on Marketing Effectiveness

26. Across Every Measure – Mobile Performs 26

28. $1 Billion Ad Spending Researched 1.1 Million EU & U.S. Consumers Surveyed

29. MEDIA Companies can REALLYImpact Ad Effectiveness +0% to INFINITY increase in Ad Effectiveness Insights from the What Sticks’ Research Low High Cut out International impressions 18% to 43% Manage Frequency 50% to 70% Capitalize on Time of Day/DoW 10% to 15% Ad Size does matter 20% to 54% Page Placement really matters 6% to 350% Creative is “mission critical” 0% to 400% Total Gain Possible: 0% 2910%

30. First, must get Cross Media Cost Effectiveness Creative effectiveness insight Message effectiveness Landing page optimization Better reporting and analytics tools Train & certify the industry Rich Media standards Standardized Ad Effectiveness tools Better algorithms More Mobile - Effectiveness Better Channel 30

31. A final example… …How big an impact can getting this right make?

32. slide title Ford F-150 Case Study “Most Important Car Launch in Ford’s History.”Bill Ford

33. But Does It Impact Sales? Ford Media Mix * Cost of Portal Home Page Take-Over ad in study: $500,000 Cost of Portal Home Page Take-Over ad today: $2,500,000 Priceless! Traditional Media (TV, Magazines) $ $$$ Equal to +$1,350,000,000in U.S. Truck sales Equal to $750,000,000 inU.S. Truck sales * Approx. $200 Million Budget

34. So, the Goal of the MMA is…

35. 35 …To build the best marketing channel with the best educated players that the world’s marketers have ever had Bar none!

36. 36 How Does The Industry (MMA) Do That? We work with you and the industry: Set the standards that create industry and company efficiency that gives mobile true competitive advantage versus the other channels Protect the medium from non-valuable government intervention or individual company caused harm/disrespect Make sure that everyone, not just marketers, playing a role in making the mobile marketing channel work harder are better and know how to market better.

37. In Short, Mobile Will Have… 37 Better Standards/Processes Better Protected/Brand Better Effectiveness/ Participants

38. MMA Forum London 4th/5th October 1. Gain inspiration from 14 Global Brands RSA Group, Unilever, Coca-Cola, NHL, The Weather Channel, JetBlue, Lactalis, Mahou, BBC, Economist, Dorling Kindersley, Debenhams, BMO Group, Marks & Spencer 2. Learn from industry leaders in China, Japan, Indonesia, India, Turkey, South Africa, Pakistan, & USA 3. Plus take advantage of unparalleled networking opportunities Register at http://forum.mmaglobal.com/london

39. www.mmaglobal.com greg@mmaglobal.com +1 631 702 0682 com www.gregstuart.com www.gregstuartspeaker.com Mansavesdog.wordpress.com www.twitter.com/gregstuart Schönen Dank www.facebook.com/stuartnyc www.veoh.com/users/gregstuart www.linkedin.com/in/gregstuart