15th of April 2013

Ben Bickford

Bionic

Zac Jacobs

Millipede

Alex Young Medibank

Tash Bickley

Business Aware

#MoMoMEL

iPhone App Online Dashboard

What is Referron?

Referron is a combination of an iPhone application and an online

dashboard.

Your friends, customers and partners can use the Referron App to

send you a referral. You’ll receive a notification within the app on

your phone and see the new referral details both in the app and on

the dashboard.

Referron Offer

10 Free Referrals for More Business

Valued at $50 for the first 5 registrants.

1. Register on their iPhone app.

2. Send me an email for an invite.

zacjacobs@gmail.com

3. I’ll invite you in.

76% Australians access the internet through mobile

devices, a staggering growth of 208% since 2010.

32% do through smartphones only while

9% do through tablets only and

35% do though both Source:MagnaGlobal

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%

2010

2013

2015

Smartphones

Tablets

0.00

200.00

400.00

600.00

800.00

1000.00

1200.00

Millions of Subscribers

Millions of Subscribers

Source: Informa

Eugene Holenstein – Big Mobile

Katie Birch – Big Mobile

Erik Hallander – VisualJazz/Isobar

Eugene Holenstein Big Mobile

Katie Birch Big Mobile

Big Mobile Our Credentials & Philosophy

• Mobile Solutions Specialist

• Australia, NZ, Indonesia & Singapore

• Premium Publisher Network

• Fastest Growing Media Sector

• Making to Responding

• Big Audience, Big Advent, Big Results

The Story So Far... The culminating factors driving Mobile advertising in Australia

• Smartphone Penetration & Data Costs

• Changing Media Consumption Patterns

• Publishers & Performance Networks

• Tracking, Accountability & ROI

• Big Brands on Mobile

Source: *Nielsen Telstra Media Smartphone Index Study 2012. Nielsen’s ‘The Mobile Consumer – A Global Snapshot’, February 2013.

Mobile Expenditure Phenomenal growth expectations

• $42.7m in FY11-12

• $82m in CY12

• 220% growth in FY12-13

• <1% of digital ad spend in FY11-12

Consumer Trends Communication Opportunities

• Discovery

• Google, Email, Social

• Photos & Video

• Convenience, Ease of Use

• Functional or Fun

• Professionals, Affluent & Ambitious Families and Financial Extended Families

Audience Research Nielsen, AIMIA, AMCA, Millward Brown, Frost & Sullivan

Source: Nielsen Telstra Media Smartphone Index Study 2012

Media Trends Advertising Opportunities

• Standard, Expandables & MRECs

• More Publishers & DSPs

• Social TV

• Multi-tasking

• Video growing

• New Business Models

Agency Perspective How agencies are planning Mobile media

Source: Nielsen Telstra Media Smartphone Index Study 2012

Attitudes & Activities Media Objectives

Day & Time Target Audience

Creative Trends Relevant and Valuable

• When, Where & What

• Rich Media

• Social Integration

• Innovations & Media Firsts

• Location, Data Capture & Reminders

Creative Trends Creativity is key : Adnews Article 19th March 2013

“It’s not what data you have access to but what you do with it” “Creativity is the crucial variable in the process of turning knowledge into value”

Jonathan Mildenhall VP of Global Advertising Strategy and Creative Excellence Coca-Cola Company

Sony Entertainment – MiB3 Creating a fun, lead generation focused banner for the movie industry

The Brief

• Drive Awareness

• Create Excitement

• Drive Ticket Sales

Our Solution

• We created ‘The Big Movie Widget ‘

• Premium Publisher Entertainment & Gaming

• Premium Publisher Advanced Demo Targeting The Results

• An exceptional engagement rate from within the Expandable banner of 39.65%

• Additional to be shared across the

Expandable Benchmarks What consumers are interacting with on Mobile currently

NB. Big Mobile Expandable banner averages i.e. All engagements are post the first click to expand.

Future Opportunities Advertising Opportunities

Erik Hallander VisualJazz/Isobar

Advertising in Mobile apps Two sides of the coin in under 12 minutes

Erik Hallander Interactive Director (Executive minister of the future)

Mobile web advertising

Advertising in apps vs

Facilitating ads in apps

Advertising in apps

Facilitating ads in apps

Facilitating ads

“Can ads create sufficient revenue?” - Yes, but it’s complicated.

Also, bear in mind that a revenue driven by advertising means a delay on the return. Ads take time to generate significant income.

Platform, genre and reasons to return play significant roles in an overall success story.

Facilitating ads

“How much $$$ ?” - Shrouded in intense mystery :)

Compare your product to similar ones that have public post-mortems or success based case studies.

Most ad networks pay per impression, with a bonus for clicks. Type of ads play a part as well.

Facilitating ads

“How should I set it up?” - Familiarize yourself with the networks

AdMob mediation is a very powerful tool to get the best possible ad serving platform.

Subject to post-launch analysis and optimization for best possible outcome.

Advertising in apps

Creating ads

“Do mobile ads work?” - Yes, and very well too.

Localized advertising brings back focus on context, an area that’s greatly underestimated.

The unique link between ‘click’ and download mean mobile ads have a greater measure of cost-per-action.

Creating ads

“Business as usual?” - Not quite.

Localization, ads disguised as games, coupons and information relevant to context work well.

The same old banner ethos forced on a mobile screen doesn’t.

Creating ads

“Am I getting a good ROI?” - One of the best in the game.

Currently, the average cost for a smartphone ad is significantly lower than its web counterpart (by a factor of almost 4!) (wall street journal)

Several significant studies have noted that smartphone users tend to notice ads a lot more than in other media.

“There’s a digital-divide issue here. People who can afford only one screen or internet connection are choosing the phone. If you want to reach them at all, you have to reach them on mobile.” - Josh Clark – ‘Nielsen is wrong on mobile’

One minute to spruik

• Your latest project

• Your search for a mobile job

• Your search for a mobile person

Ben Bickford – Bionic Zac Jacobs – Millipede Alex Young – Medibank Private Tash Bickley – BusinessAware

15th of April 2013