Myth #1: Mobile Advertising is
a big promise…but it still doesn’t happen much at the moment

The smartphone becomes a prefferred
channel to enter the web

The users are there: mobile
web browsing and app usage is soaring

The SamrtPhone boom is the
major catalyst For mobile media budgets to grow And the advertising & media market acts accordingly…

Mobile ad requests are already
large scale

Many predictions of market size
It’s the trend that matters

The fastest growing digital media
channel "Mobile advertising obviously has a lot of potential and power. There's a lot of debate about whether it will take off – we think it will, driven by iPhone and Android development.," Sir Martin Sorrell WPP chairman DECEMBER 09

Myth vs. Reality #1 
Mobile media becomes an integral part of the media mix say Mark Read, chief executive of WPP Digital. "The absolute revenues now are tiny, but you can see how these things are starting to fit together.''

Myth #2: A small screen=limited
UX= limited advertising experience

A new era of advertising
The closest to consumer form Of advertising ever

New capabilities of this media
platform triggers a whole new set of advertising capabilities TOUCH LBS - GPS VIDEO ACCELOMETER – Motion Detection REAL TIME

VW CC 2010 iPhone campaign
CLASSIC touchVERTISING

DOCKER’S first shakable ad campaign
ACCELOMETER http://www.youtube.com/watch?v=NwnuwGhcpRU&feature

iAD Nissan Leaf campaign “Meet
the Future” http://www.youtube.com/watch?v=a-_xa_m7MXU

McDonald’s location based campaign OVI
MAPS The landing page supplied driving and walking directions Results: • 7%CTR •39% of the users who clicked through to the landing page, clicked on the button for directions to the nearest store

Devices with integral GPS •Enable
brands to meet specific needs related to time and space •A great opportunity for the retail sector

Mobile Video touchVERTISING - UbiSoft
• Interactive video pre roll • 3 sorts of call to action: 1. Mobile web page 2. App download page in the apple app store 3. Amazon Mobile > Direct Purchase • 5.4% CTR .

ShupherSal video campaign

Mobile Real time touchVERTISING -
VOLVO • This campaign incorporates twitter updates in real time on the display banner

Myth vs. Reality #2 
Mobile: an upgraded adv. Experience when done right  The challenge is educating the creative teams to understand and utilize the smart phone capabilities

Myth #3: mobile advertising fits
only teens and young adults

Smart Phone Demographics ADMOB January
2010

Myth vs. Reality #3 
Mobile advertising, specifically in Smart phones, fits a wide target audience

Myth #4: mobile advertising is
kicking WW, but not yet in Israel

A sample of advertisers in
‫מפרסמים לדוגמא‬ POSITIVE MOBILE ‫ ב‬PositiveMobile network ‫4 חודשים אחרונים‬

A sample of advertisers in
‫מפרסמים לדוגמא‬ POSITIVE MOBILE ‫ ב‬PositiveMobile network ‫4 חודשים אחרונים‬

Positive Mobile shows positive inventory
growth

Myth vs. Reality #4 
Israel is a bit behind US and European markets, but a substantial market is already evolving

Myth#5: mobile advertising is In
mobile phones

The share of of ad
requests from mobile devices which are not phones is on the rise 17% blue graph: ,Sony PSP ,iPod Touch Nintendo Dsi

Like these iPad campaigns…

Myth vs. Reality #5 
Advertising in Mobile/portable devices

Thank You Tzahi Stein tzahi@positivemobile.co.il
9 72-54-2245600