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5 MYTHS

limiting an effective mobile strategy

Rob Marston
Regional Director - Pacific
Mar 8, 2011
1
Mobile…It’s Just Like the
Desktop!
Interest is generally dispersed and
linked to the increasingly broad
usage of the device itself.

Base = Test respondents (Asia=2,658, Australia=449)


Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]
Mobile is NOT the desktop.

Creative and Call to


Action should link
to device usage.
2
Can We Talk About
What’s New?
Major brands should incorporate burst
campaigns as a vital component of
their media strategy.

Base = Control respondents (Asia=657; Australia=151)


Q4. Has a mobile ad ever…? [check all that apply]
Focus on what works, not
just what is new.

What’s the real goal?


I ONLY WANT
HYPERTARGETING
3
RESULTS: SALTO ALTO
SHOES
Targeted Buy:
• Highly targeted (women, 25 - 44,
high end devices)
• No Media “spillage”
• Less than 10% of the clicks

Supporting Broad Buy:


• Broad based campaign
•Use of post-click Ad ROI tracking
technology (AdROIt™)
•10x increase in clicks vs. targeted
buy
Targeting Is a Guideline,
Not the Goal.

Leverage Analytics to
Drive Reach &
Efficiency.
4
CONSUMERS ARE NOT
READY.
75% of Australians are already
embracing the value of mobile
advertising.
 10 pts. Vs. U.S.
4 pts. vs. Asia

4 pts. vs. U.S.


 1 pts. vs. Asia

Base = Total respondents (Asia=3,350, Australia=604)


Q3. How comfortable are you with mobile advertising?
12
Australians are the most
receptive to mobile ads,
globally. Consumers Are
Ready.

Are You?
5
I PREFER TO WAIT
MOBILE INTERNET CASE STUDY: JAPAN
MONTHLY PAGE VIEWS (MM)
Mobile is NOT the Future; It
is Now.

Stick your neck out


For $50 of FREE In-Network spend, please
visit:
www.inmobi.com/adtechsydney

Enter Promotion Code: adtechsydney

Visit us on Stand 12 at the exhibition


Thank You.

Rob Marston
Regional Director - Pacific
rob.marston@inmobi.com
www.inmobi.com