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1 Mobile Advertising 2012 Duncan Fisher

2 Importance of mobile Rising volumes, expected to surpass desktop by end 2013 Multi-device path to conversion miss mobile out and you could be missing the penultimate conversion steps Bridges the gap between online and offline worlds. NFC technology likely to become mainstream in next year or two Multi-screen trends synergy between mobile and TV advertising. Also a fast response tool for customers viewing ads anywhere. The constant companion 4/27/2012 1

3 Rise of smartphone 4/27/2012 2

4 Smartphone Usage User Behaviour EU5 UK Used Smartphone 45.2% 52.6% Used App 39.2% 49.8% Used Browser 39.2% 50.6% Played Games 28.1% 35.4% Send Text 84.5% 91.8% Listened to Music 27.5% 27.4% Used Social network site 26.4% 38.0% Comscore MobileLens Jan /27/2012 3

5 Operating systems iphone over 71% of all mobile traffic Android % share in decline in Q % 4/27/2012 4

6 Advertising Trends Source: IAB March 2012 Online Mobile ad spend up 157% YoY 203 million in /27/2012 5

7 Tablet growth Over 3 million Tablet owners in UK Top past times shopping, entertainment & gaming Higher AOVs 4/27/2012 6

8 Four screen approach 4/27/2012 7

9 Response to other media 4/27/2012 8

10 Display activity 60 million in % of mobile adspend 186% growth YoY 4/27/2012 9

11 Paid search data Smartphone at 12.1% March 2012 Tablet at 6.1% March % of mobile ad spend on paid search /27/

12 Sector Insight Gaming: Q1 Avg. CPC CPC Strong presence = high CTRs Clicks 43% cheaper on mobile 0.00 Desktop Tablet Mobile 4/27/

13 Sector Insight Impact of TV Impact of major events 4/27/

14 Best Practices Research; keywords, time of day / day of week trends, competitors USPs Segment campaigns for Desktop, Smartphone and Tablet Write mobile specific ads with mobile specific extensions Send traffic to optimised landing pages Test, measure and refine 4/27/

15 Compelling ad copy Write Mobile Specific Ads Headlines Display URLs Mobile specific USPs Mobile Specific Calls to Action 4/27/

16 Site best practices Superb Google resource for checking mobile website performance at: 4/27/

17 Mobile projections FirstPartner UK Mobile Ad Spend 2012 to ,400 1, m 1, m millions m 449m 727m Messaging Mobile Content Search Display copyright FirstPartner /27/

18 2012 focus Further device releases to drive market Advertisers to spend up to 30% search budgets on Mobile & Tablet by end of 2012 Mobile &Tablet site optimisation a priority NFC technology to change the way people use mobile 4/27/

19 Thank You Duncan Fisher

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