Roadshow asia InMobi

The Role of Technology In Mobile Advertising

Emmanuel Allix VP, MD Asia Pacific

May 2010"

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1.  A Simple Explanation#

2.  Advice and Avoidance#

3.  ???#

Todayʼs 3Goals #

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C H A P T E R1#!"#$%&'(

P e r f o r m a n c e "

PRINT"

RADIO"

SEARCH"

TV#Media Comparison #

I M PA C T #C R E A T I V E #

WEB"

MOBILE#2005"

MOBILE#2010(

10x newspapers.#Over 2x TV.#Nearly 3x the Web.#

Global Mobile Device Sales "

P e r f o r m a n c e "

PRINT"

RADIO"

SEARCH"

TV#MOBILE#2015(

Media Comparison #

I M PA C T #C R E A T I V E #

MOBILE#2005"

MOBILE#2010(

WEB"WEB"

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CHAPTER 2#)*+$(,+-.#(,%/"0.(12.3"+0(

Media planning is an indirect science.#

Most media are a one-to-many approach.#

Mobile is a one-to-one advertising technology.#

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Millions of targeting options exist.#

The network effect is about scale and data.#

C O N S U M E R T A R G E T S #


Target who we know for sure."

The network effect is about scale and data.#


Track feedback and obtain more data."


We start with computer science.#


Then combine computer science with applied mathematics.#



Model consumers likely to fit the target."


Scale, computer science, and applied mathematics equals…#




More feedback and more data…"

Mobile Customer Discovery.#





More feedback and more data…"

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CHAPTER 3#9+$+?(9+$+?(+58(,%&.(9+$+(

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THE $6b BIRTH OF THE INDUSTRY: 2005 to 2009#Push based SMS & text. Mainly content players. Marginal creative impact.#

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Search Ads"Local Ads"Rotating Ads"Expandable Ads"Full Screen Ads"Video Ads"

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Search Ads Local Ads Rotating Ads Expandable Ads Full Screen Ads Video Ads

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The mobile advertising"Past and present"

Said another way…#

The mobile advertising"Present and future"

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THE $40b#MOBILE#AD LIFE#CYCLE:#2010#to 2013#Maturing technology. Engaging creative. Combined with data.#

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CHAPTER 4#<7&(1.0>F@.+&5"5;(G.$H%&-(

Ad networks look like four disconnected feature sets today.#

Your customer expertise, our technology.#

#."

Protecting the consumer experience is key.#

Successfully serving ~ 5,000 ads per second globally #InMobi: Smart decisions in < 10 milliseconds # Them: Slow, Rule-based, Unscalable #

Male#Age 28#

Sports#

Data#

iPhone#

Data#

Data#

Data#

Data#

Singapore#

Male ?#

Age 25 to 34 ?#

iPhone User?#

Sports?#

Singapore?#

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CHAPTER 5#4*+00.5;.#(<I.&3%:.(

Fragmentation challenges media planning.#

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Locate Store"

Comment"

Watch Review"

Download"

Mobile increasingly offers control and easier workflow.#

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M O B I L E #

INTERNET#

S E A R C H #

T V #

R A D I O #

P R I N T #

R E A C H # I M PA C T #C R E A T I V E # V I R A L # P E R F O R M A N C E #

G O O D # O K # B A D #

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Targeting Is A Guideline, Not A Rule. Retain the Value of Mobile.#

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Traditional Media#

InMobi#

Sales & Targeted Reach#

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We find customers you didnʼt know you had. #

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We Learn On Our Dime, Not Yours. CPC (Not CPM) Means No Excuses.#

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How It Works "

Measurement is improving.#

Real time, automated, 24/7 reporting.#

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Mobile generates millions of targeting, creative, and measurement options. No Dumb Beacons.#

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Targeting change" Data feedback loop introduced"

ROI Optimization: The Creative"AdRoit™ achieved ~40% reduction in CPA.#C

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CHAPTER 6#W%7&(D7$7&.(

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2.  Advice#

3.  ???#

Todayʼs 3Goals #

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2.  Advice#

3.  Career Counseling#

Todayʼs 3Goals #

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The first mobile enthusiast - John Wanamaker.#

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”!

John Wanamaker#1838 -1922#

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Understand Mobile and Leverage itʼs Revolutionary Technology. Job Security.#

Make John proud. Be one of the people that knows which half.#

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The one-stop shop to over 100 million users in APAC#

The largest mobile ad network in Asia with #5.2 billion ad impressions per month#

Roadshow asia InMobi

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