Mobile Advertising

Models

6th Annual Global Mobility Roundtable 2007 – Los Angeles

June 1, 2007

A Meteor Worldwide Company

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About Pliq

• Original Content Creation

• Re-purposed Content• Production Resources

Mobile Marketing

Mobile Content Delivery

Content Production

Branded Entertainment

• Product Integration• Celebrity Seeding• Events/Sponsorship• Corporate Alliances

Mobile

White Flower Entertainment

• A Meteor Worldwide company Core competency in Branded

Entertainment Original content creation capability

via White Flower entertainment

• Founded in 2006• Headquartered in Los Angeles,

CA • Pliq Services

Mobile Marketing Services “Pliq Flicks” – original brand-

sponsored mobile episodes

• Established partnerships with top Hollywood content

• Deep marketing agency and brand company relationships

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U.S. Wireless Market Overview

Source: Moors & Cabot, Pliq Analysis

• ~ 200 million U.S. mobile subscribers

• Penetration rate nearing 75%• Carriers looking to differentiate

themselves via the introduction of Value Added Services (VAS)

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Future

Enhanced 3G3G (Today)Low Speed

Today

Text Messages

Pictures MultiMedia

Analog Analog-Digital Digital Only

Location sensitive marketing

“Credit Card with an

antenna”

Clips Streaming Interactive

Ringtones Download Streaming

Dual-Mode Wifi+DigitalVoice

SMS/MMS

LBS/mCommerce

Video

Ringtones/Music/Gaming

Data Access

•Services are being deployed more frequently…

•Services evolve over time …

•Services are proliferating…

Mobile Value Added Services

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Mobile Video – Accelerators vs. Brake Factors

Accelerators Brake Factors

Innovative business models required!!

3G & 4G Networks

Short Codes

Subsidized Content

Content Variety

Ease of Payment

Smart Handsets

Pricing

Ease of Use

Interoperability

User Awareness

Handset Presentation

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Mobile Video Business Models

Consumers pay a recurring fee for access to video content

Consumers pay on a per download basis

Advertising is combined with video contentFree to consumers

Mobile Advertising

Subscription

On Demand

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U.S. Mobile Video Consumer Needs

Consumers are interested in viewing

mobile video…

No(56%)

Yes(44%)

Types of mobile videos consumers

are interested in viewing

8%

10%

10%

10%

10%

11%

11%

13%

14%

16%

19%

21%

21%

23%

27%

38%

0% 10% 20% 30% 40% 50%

Short Animated Clips

Game Shows

Adult Entertainment

Movie Trailers

Reality TV Shows

Talk Shows

Science Fiction

Documentaries

Sports Highlights

TV Dramas

Live Sports

News Clips

Comedy Shows

Movies

Local Traffic Updates

Local Weather Updates

% of Cell Phone UsersSource: Jupiter Research; Pliq analysis

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U.S. Mobile Video Consumer Needs (cont.)

Source: Jupiter Research; Pliq analysis

Yes(44%

Mobile services consumers are

currently paying for

…But consumers are not willing

to pay for mobile video

Yes(19%)

No(81%)

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The Advertiser Revolt

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Virtually Unlimited Carrier Controlled

Any Content vs. The Walled Garden

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Industry Validation Of Mobile Advertising Business Model

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Industry Validation Of Mobile Advertising Business Model (cont.)

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What Is Brand Sponsored Content?

• Content integrated or associated with a Brands marketing message

• Brands associate with entertaining content via: Product integration Banner ads Video Ads

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Value of Brand Sponsored Mobile Content

Engage consumers with brands marketing message using entertaining content Create direct relationships with consumers allowing brands to subsequently direct market to those consumers Additional info on brand’s products and services is easily accessible to consumers Connect with consumers via their most personal device, the mobile phone

Mobile content is free Easily share mobile videos with friends

For Brands

For Consumers

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Case Study - Toyota & Fox

• Created a series of mobisodes based on the hit drama “Prison Break” called “Prison Break: Proof of Innocence”

• Each mobisode starts with a 10-second marketing message showcasing the Yaris and select mobisodes integrated the Yaris into the story line

• Series is comprised of 26 two-minute mobisodes and is distributed through the Sprint Network

16© 2006 Pliq – All Rights Reserved

Pliq Flicks

Short FilmsSneak Peaks & Behind-the-Scene

Arts/Entertainment Review

Sports Programming

Stand-UpComedy

Teenage Soap / Drama

Original Content• Soaps & Telenovelas for

Teens and young women• Food/Cooking shows for

women• Comedies (stand-up and

short features) for young men

• Dramas (action, mystery) for young menRepurposed Content

• Animated features for young men

• Fashion/beauty/hair for young women

• “Back stories” from films/TV shows for all demographics

• Longer form add-ons for all demographics

• Art/entertainment for all demographics

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• “Everybody’s (traditional media companies) basically putting their toe in the water. We’re all aware how hugely significant this (mobile video) is going to become both culturally and financially in the next couple of years.”

- Leslie Moonves, CEO, CBS Corporation

• “Watching video on cell phones could eventually easily surpass demand for games, ringtones and wallpapers and reach 100% of the population.”

- Rob Hyatt, Executive Director of Mobile Content, Cingular

• “The Days of doing a TV spot and reaching everybody are dwindling. The mobile phone is very personal, and it’s always with you.”

- Jon Raj, Visa, New Media Chief

Sanjay Pothen

5700 Wilshire Boulevard

Suite 285

Los Angeles, CA 90036

(323) 954-1881 (T)

(323) 933-8810 (F)

www.pliq.com

s.pothen@pliq.com