1. the evolution of
mobile advertising.
from 1994 to 2012
march 2012
@nihalmehta

3. mobile is putting nearly
everything within “the arms
reach of desire”along the
customer’s journey.

4. why mobile?
can you
imagine living
without it?

5. 91% of Americans have their
phone within reach 24/7

6. the rest of the world can’t
 7 billion people
 5.9 billion mobile
subscriptions
• 3+ billion unique
• 2/3 are feature phones

7. smartphones> PCs

8. phones > toothbrushes
5.9 billion 4.2 billion

9. the drivers for growth
convergence
economy
marketing
opportunities
speed
handsets
data tariffs
industry promotion
consumer behavior

10. more than a phone…
mobile is a cornerstone to the daily
lives to the vast majority.

11. consumer channel choice
is about convenience&need
mobile is an access point

12. the convergence of media
TV Radio Recordings Comms. Print Cinema Internet
Source: Ahonen (2007)

13. paths of mobile advertising
Source: comScore (Feb. 2010)

14. SMS
the first SMS was sent in 1994
Text-to-vote

15. WAP
the first mobile
banner was seen in
WAP in 2002

16. june29, 2007
the day the
world changed

17. mobile web
the mobile banner got better.

18. mobile rich media
the mobile banner got richer (rich media).
mobile rich media achieves 2.5 times higher interaction than standard banners

19. but 60% of clicks on
mobile banners are..
ACCIDENTAL!

20. bluetooth

21. QR

22. advertising platforms are still NOT taking advantage of
the major pillars of mobile:
1. real-time
2. location
3. context
so what does the future hold?

23. “mobile 3.0”
1.0: 2.0: 3.0:
2004-2008 2008-2012 2012 
First mobile display ad Growth of mediation Real-time bidding
networks and supply-side exchanges
platforms Focus shifts to multiple
Focus on feature
phones Focus shifts to form factors
smartphones Brands become mobile
Departmental brand
dollars Component of digital content publishers
spend for brands Direct response for
Direct response for
content subscriptions Direct response for digital goods purchases
via carrier billing downloads via App
Store Targeted inventory
Lack of inventory is Growing Abundance
defining limitation of inventory

24. NFC

25. facebook

26. geo (carrier SMS)

27. inaudible

28. video

29. rewards

30. cross-platform

32. intent
1,000,000,000MENTIONS OF INTENT FROM
100,000,000UNIQUE USERS

33. Products
Intent Retargeting
Targets consumers with mobile and web
display advertising based on explicit and
implicit, check-ins and relative sentiment
Direct Response
Enables marketers to respond to
consumers in real-time with relevant offers
that drive transactions

34. Case Study: Entertainment
Intent Retargeting Product Delivery: .95%
Campaign Objectives
Drive awareness of artist CD release to existing and new fans
Execution
Respond to targeted consumer mentions of the artist and
excitement for the new album
Results
LocalResponse delivered a .95% CTR – almost 2x our
platform average

35. Case Study: QSR
Intent Retargeting Product Delivery: .86%
Campaign Objectives
Promote awareness of new product and branded game tie-in from QSR brand
Execution
Respond to consumer check-ins at QSR retail locations nationwide with messaging to promote the
new product and associated online game
Target and respond to users that make positive mention of healthy living and express interest in an
active lifestyle
Results
LocalResponse’s Check-In Retargeting banner product garnered a .86% CTR, with Rich Media
placements clicking above a 1% CTR

36. Case Study: Auto
Direct Response Product Delivery: 58%
Campaign Objectives
Co-opt consumers that check-in at competitive sponsored events
Drive consumer engagement on client’s mobile website
Increase brand’s following on Twitter
Execution
Respond to targeted consumer check-ins and mentions in Real-time with an invitation to client’s
events in the surrounding area
Results
LocalResponsedelivered a 22% CTR
Client saw a 10% increase in Twitter followers over a 3-day campaign
Users Interacted with the LocalResponse dynamic ad unit resulted in a 58% conversion rate for
client’s mobile site

37. Case Study: Retail
Direct Response & Intent Retargeting Product Delivery: 330%
Campaign Objectives
Drive awareness of the new film-inspired clothing line at selected retail locations
Utilize the viral nature of Twitter to turn consumers into word-of-mouth marketers for client
Execution
Respond to targeted consumer check-ins at client’s retail locations
Target and respond to mention of the film and the clothing line inspired by the film with details about the launch of the
clothing line
Results
On our Direct Response product, 33% of targeted users who clicked through to the LocalResponse custom landing page
also then engaged with the client’s mobile site
At a 330% CTR, the Direct Response portion of the campaign performed over 16x the platform average of 20%
The Intent Targeting portion of the campaign performed above platform average at a 0.73% CTR on banner ads served

38. Case Study: Travel
Direct Response Product Delivery: 47%
Campaign Objectives
Create awareness and exposure of the brand and limited-time sweepstakes
Utilize the viral nature of Twitter to encourage users to re-tweet ads to turn consumers into word-of-mouth
marketers, generating additional scale and earned media for the campaign
Execution
Respond to targeted consumer check-ins at select, relevant venues nationwide
Target and respond to users that make mention of Entertainment/Travel client and/or the holidays
Encourage customers of Entertainment/Travel client to enter sweepstakes to win an exclusive prize
Results
LocalResponse delivered a 47% CTR on our Direct Response product; 40% of people who clicked through to the
LocalResponse custom landing page via Twitter entered the sweepstakes
LocalResonse’s Intent Retargeting banner product garnered a .64% CTR across iOS, Android and Blackberry platforms

39. shift in accountability value chain from CPM (mobile
banners)  CPC (mobile/local)  CPA (driving people to
purchase)  CPT (actual transaction)

40. global mobile ad spend
is expected to balloon to
$6 billion in 2012, up
from $3.3 billion last year.

41. grazie!