Home Screen Publishing: Mobile Advertising Done Right

MOBILE ADVERTISING DONE RIGHT
MP SCREEN SHOT OF CHOICE
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Home Screen Publishing
Targeted content directly to your customers home screen
The Home Screen: Feature & Smart Phones. Endless Possibilities.

Top carriers use Mobile Posse to let their customers receive their choice of interactive content at preset times in the day. Brands can use several placements to drive engagement and results. No broadband needed. No waiting on screen loads. No tiny mobile web banners. Verizon Wireless, Metro PCS, U.S. Cellular, Cricket and other carriers, rely on Mobile Posse to power their consumer mobile publishing solutions.
The Mobile Posse Experience

Idle Screen Banner
Phone Desktop
Message Screen
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The home screen every user lives on
and we own it. Deals & content find you. No searching involved. Zero taps.
Fully graphical, highly Interactive advertising.

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Copyright 2011 Mobile Posse, Inc. All Rights Reserved
MOBILE ADVERTISING DONE RIGHTRIGHT MOBILE ADVERTISING DONE
Mobile Posse Sponsored Content

Weather Screen
Idle Screen Banner
Framing Your Message with Content

Your customer uses their phone to navigate their lives. By coupling your ad into this experience, you speak their language to everyones benefit.
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The Active Home Screen Overview

DELIVERY
Direct to Phone Screen Multi-Screen Creative
FORMAT
Full color graphic
ENGAGEMENT
100% view Home Screen Banners 20+% Total Engagement Home Screen Banners + Full Screen Ad
AUDIENCE
9+MM Opt-in Users Feature & Smart Phones 100% Opt-in 1BN Impressions Monthly Nationwide Reach Full Demo and Geographic Time and Date Specific Content Sponsorship Behavioral Survey Results
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CALLS TO ACTION
Branding coupled with: Coupons Click to Call, SMS, WAP, Launch
TARGETING
GROWTH
Q4 2011 ~ 20MM Q2 2012 ~ 60MM
PARTNERS:
Reach Your Audience

Our platform continuously captures information from our users starting on day one. Mobile Posse uses this information to offer a pinpoint targeting experience unlike any other network.
Surveys & Polls

Instantly capture what your audience cares about the most Minimum Sample Size 140,000-150,000 Respondents Ask up to 4 questions with individual creative
EX.
Content Verticals
Our audience craves content. Match your brand with content users are already engaging with on a daily basis
Full Demo
For a completely relevant experience, our audience provides their AGE, GENDER and ZIP
Retargeting
Target creative based on user interest Instantly display creative based on survey results Use captured data to individually target unique creative based on previous survey or campaign results
Language
Spanish language ads are sent only to a device where the subscriber has set their language preference to Spanish
Copyright 2011 Mobile Posse Inc. All Rights Reserved
Mobile Engagement Comparison

Superior Click-Thru-Rate Provides Superior Engagement
Engaged Reach 350K 225K 62.5K 250K 167K
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Provider Mobile Posse Network A Network B Mobi Publisher A Mobile Apps
Category Idle Screen Mobile Web Mobile Web Mobile Web In-application
Reach 7M 90M 25M 25M 25M
CTR 5%+ .25% .25% 1% .67%
CASE STUDY > SURVEY> Drive In Store Visits

Goals
Branding/informational campaign promoting Memorial Day Sale event Educates, informs users about Ace Memorial Day Sale on Banner, Offer Screen Summarizes selected sale offer on seasonal item on Offer Screen
Success Factors
Timely message (sales event) Variety in promoted items/messaging Special pricing encourages near-term purchase
RESULTS
18% average CTR Post campaign user survey discovered a 30% lift in store visits among exposed users Survey also discovered a 40% lift in store visits among users exposed to both Ace Hardware creative units
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Additional Industry Coverage: MobileMarketer.com

Copyright 2011 Mobile Posse Inc. All Rights Reserved 8
CASE STUDY: Wawa

Wawa Weather Sponsorship Success Factors
Branding/informational campaign promoting the new $3 Breakfast Shorti Educates, informs users about the new product offering on Banner, Offer Screen Drive users to Wawa Mobile Site Timely message Click-to-WAP functionality Geo-targeted to Wawa DMA Multi-screen Creative
RESULTS

29.7% Average Daily Engagement Rate Over course of campaign 100% of target audience interacted with creative On average, 7% of daily users reached the Wawa mobile site Delivered 106,000 Philadelphia area consumers to Wawas mobile site in the month of December, 2010
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Advertiser Campaigns: Branding

Dairy Queen/Space 150

Success Factors
Timely message/delivery (5PM) Clarity of messaging & creative Emphasis on value resonates with customer base
Educates, informs users about DQ Sweet Deals on Banner, Offer Screen Summarizes Sweet Deals offer on final screen Agency provided planning and creative
Features
Banner Ad - Phones
receive Ad as Banner and in Recent Offer Menu Offer Detail 22% CTR Offer Summary 61% of previous screen
RESULTS

Effective complement to traditional media campaign 54% of all unique users viewed the ad through the Banner or Recent Offer Menu
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Other recent advertisers: Copyright 2011 Mobile Posse Inc. All Rights Reserved 10
CASE STUDY > MTV Survey

Goals Success Factors
150,000+ Respondents Discover MTV viewers Capture user interest to High Engagement Among Audience retarget relevant creative Multi-Screen Creative Target 18 to 34 Year Olds
RESULTS
88% of users planned to watch the 2011 VMAs 141,258 of 150,000 respondents completed the survey
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Recent Mobile Posse Advertisers
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Mobile Posses Top 10 Markets

1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0
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Mobile Posse Reaches More of Miami & Dallas Than Local Media
Our Miami audience is nearly double that of the Miami Herald and Miamis No.1 radio station WLYF-FM combined
1000000 900000 800000 700000 600000 500000 400000 300000 200000 100000 0 MP Audience Miami Herald* WLYF-FM **
Our Dallas audience is nearly double that of the Dallas Morning News and double that Dallas No.1 radio station KHKS-FM
800000 700000 600000 500000 400000 300000 200000 100000 0 MP Audience Dallas Morning News* KHKS-FM**
*Source: Audit Bureau of Circulation ** Source: Arbitron

Copyright 2011 Mobile Posse Inc. All Rights Reserved 14
Mobile Posse Out Delivers L.A. & NYC Media

Our L.A. audience is nearly double that of the Los Angeles Times and L.A.s No. 1 radio station KIIS-FM
1200000 1000000 800000 600000 400000 200000 0 MP Audience Los Angeles Times* KIIS-FM**
Our NYC audience is approximately 170% more than that of the New York Daily News and the New York Post
1000000 900000 800000 700000 600000 500000 400000 300000 200000 100000 0 MP Audience New York Daily New York Post* WLTW-FM** News*

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Mobile Posse Out Delivers L.A. & NYC Media

Our L.A. audience is nearly double that of the Los Angeles Times and L.A.s No. 1 radio station KIIS-FM
1200000 1000000 800000 600000 400000 200000 0 MP Audience Los Angeles Times* KIIS-FM**
Our NYC audience is approximately 170% more than that of the New York Daily News and the New York Post
1000000 900000 800000 700000 600000 500000 400000 300000 200000 100000 0 MP Audience New York Daily New York Post* WLTW-FM** News*

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Network Reach
Current: 10 million active users Forecast: 20 Million by June 2012

50 Million by Dec 2012 100 Million by Dec 2013
Growth:30,000 50,000 per day
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Selective Targeting Trade Area Selects

Targeted to Users within ZIPCODE Targeted to Trade Areas around Store Location X Mile selects
Demographic Selects
Cross Tab Demographic Selections HH Inc 50K+ and Hispanic Age 25-44 Female Smartphone User Feature Phone User Extensive Survey Capabilities also exist within the program
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THANK YOU
Tom Barnhart tom@363sg.com Army Perry army@363sg.com Logan Hernandez logan@363sg.com

ATL Office 3737 Main St Atlanta GA 30337 404-767-4030
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Home Screen Publishing: Mobile Advertising Done Right

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MOBILE ADVERTISING DONE RIGHT

MP SCREEN SHOT OF CHOICE