The Art + Scienceof Mobile Advertising

Why Mobile

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Mobile is a mass medium today

TV audience, American Idol Results 27.5 MM

Mobile Web Audience

63 MM

Online Audience185 MM

Daily Mobile Internet Audience22MM

is 1/3 of Online today and growing fast – almost 200% growth since January 2008

= 80% of one of 2009’s top rated shows, American Idol Results

Daily mobile internet audienceMobile web audience

Source: comScore

4Source: Universal McCann/AOL July 2009

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

To fill downtime While at work While shopping While at home While commutingto work

Your audience is always on the mobile web!

Source: Universal McCann/AOL July 2009

ONE IN EVERY SEVEN MINUTES OF MEDIA CONSUMPTION IS ON MOBILE

Many opportunities to reach and engage

4 Billion global ad requests each month

30 Million consumers

Almost 10x online advertising click rates

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Mobile is more than ‘phone’

More than 11% of Quattro’s ad requests in Q2 2009 were from non-phone entertainment devices with Wi Fi capability

These devices generated over a billion global ad requests in the Quattro Wireless Network

Click rates are 24% higher than those on non-smart phones and for some devices, can range to 135% higher

Compared to web media, click rates are 5 times recently cited statistics for online display

More than 11%

over a billion

24% higher

5 times

135% higher

Source: Insight Express, July 2009 Mobile Phone Users

Significant behavior change in desirable demos: youth, moms

0%

5%

10%

15%

20%

25%

30%

35%55-64 yrs old

45-54 yrs old

25-44 yrs old

18-24 yrs old

I get more of my news from my mobile phone now than any other source

I use my mobile phone more than I use a computer to browse the Internet

The mobile Internet is my preferred way to receive information

Mobile drives more purchase intent than online

Source: Insight ExpressNote: Delta calculations based on overall exposed percentages (minus control)

Respondents: Mobile N = 47,658, Online N = 513,973

10.7

9.1

16.5

8.6

10.5

2.02.7

4.9

2.22.7

UnaidedAwareness

AidedAwareness

Ad Awareness BrandFavorability

PurchaseIntent

Mobile Norms

Online Norms

BRAND METRICSMobile versus Online

9Source: Universal McCann/AOL July 2009

Mobile advertising drives action: 1/3 influence others

0%

5%

10%

15%

20%

25%

30%

35%

40%

Taken Action Led them toshare information

Influenced apurchase decision

ACTIONS TAKEN UPON SEEING MOBILE ADVERTISEMENTS

Source: Universal McCann/AOL July 2009

Everyone is downloading apps

10 Source: Nielsen Apple iPhone: An Executive Overview

18%

34%

48%

17%

21%

62%

14%

49%

37%

20%

31%

49%

22%

31%

47%

16%

39%

45%

No Downloads DL Paid Apps DL Free Apps

Total

13-17

18-24*

25-34

35-54

55+

App Store Downloading Behavior – Free vs. Paid Downloads Q1 2009

* Denotes sample size <20

Consumer Profile: Weekly Mobile App Users

Advertising keeps me up-to-date

on products I would like

to have

53% agree

I frequently will search for more

information about a product with my

mobile

49% have requested more

information about a product with

their mobile

If I could make a purchase with a single click on my mobile, I would use it in the store and at home

63% agree

Source: Insight Express, Digital Consumer Portrait, 2009

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Your message will get more attention

1 banner ad getting 100% attention6 competing banner ads getting 16% of attention each (maybe…)

Typical web page: Typical mobile page:

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1

What can I do

What is mobile advertising?

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Sight, sound, motion and action anywhere, anytime

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InterstitialsExpandablesiPhone expandable with in-ad map

Got an app? Get ranked!

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Integrate your brand for 100% SOV and impact

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AppsMobile Web

Create a destination optimized for mobile

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… and yes B2B and C-suite as well

What results will I see

Response rates driven by targeting, goals

Quattro Wireless Q2 internal data, US

cpg

auto

s

finance

ente

rtai

nmen

t

com

munit

ies

elec

tron

ics

tele

com

other

ind.

gamin

g

news

mob

ile

trav

el

sear

chfo

od

shop

ping

wom

en

datin

g

educa

tion

0

50

100

150

200

250214

189170 164 157 155

126 124114 107

98 97 9579 72

61 5644

Index of CTR by Advertiser Category (US)

Quattro Wireless Internal Data Q2 09, US

Using mobile to launch a targeted product

OBJECTIVESDrive awareness for new Concha Y Toro line of red wines from Chile, Xplorador

Position brand as fresh, stylish choice

Educate consumers about the wines and demystify the wine/food connection

Drive to retail and restaurantBe cost-effective!

Target audience

THE MULTIPLIERSAdults 21+Enjoy sharing a glass of wine with

friends, eating outStyle leadersPredisposed to share their ‘finds’

with others

The mobile buy

Quattro Network23 targeted sites and apps and Run of Network

HispanicSocial networks (21+ targeted

based on registration)EntertainmentApplications

•All platforms

•Custom microsite

The consumer experience

The consumer experience

Success one month in…

RESULTSClick throughs as high as 6+%.

Average across campaign 2%.More than 40,000 visitors to the

mobile site29% of age-verified consumers

used retail locator – most popular section of the site

TAKEAWAYSMobile network enables broad and

targeted reachCreating a mobile-specific

experience key to successYou can use mobile for ‘niche’

products

How do I get started

The three-step success plan

1 Define your mobile objectives

2 Create your media plan

3 Measure and optimize

1. Define Objectives

Integrate mobile into your plan

Leverage mobile-specific behavior and device capabilities

2. Create your media plan

1. The Right Sites and Apps: based on insights about your audience and clearly defined mobile objectives

2. The Right Opportunities: create custom programs and integrations to effectively impact consumers

3. The Right Creative: from banners to full screen experiences and dynamic creative to ensure deeper engagement

4. The Right Destination: be sure to include a mobile optimized landing page to create a seamless consumer experience

3. Measure and OptimizeContinually optimize to increase campaign impact

Track installs, upgrades and form fills

View real-time key performance metrics

Use your wrap-up report (with site-by-site data) to increase performance across channels

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NEWS & INFO WOMEN / MEN APPLICATIONS

TEEN

JUST A SAMPLING OF OUR CHANNELS AND NETWORK PARTNERS

HISPANIC

Quattro offers thousands of sites and applications

COMMUNITY & GAMESSPORTS

ENTERTAINMENT

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Profile of Quattro Wireless, your world-class network partner

MAKES MOBILE EASY!

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2

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5 2

Has the ability to laser-target the audience most likely to respond to and share my messages

3 Provides access to the sites and applications that are best for my ads, without me having to buy from each site individually

4Provides me with full transparency on where I am buying and how each placement did, so I can learn and optimize

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Offers consultative services so that I can make the biggest impact with my campaign while getting the best return

1

Offers critical mass in the right environment to reach my target

audience on the mobile web and in application

MAKES MOBILE EASY!

RETAIL

Join our roster of successful clients

OTHER

CONSUMERPRODUCTS

TRAVEL

TECHNOLOGYAUTOSENTERTAINMENT

FORTUNE 500s

B2B

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In conclusion….

Mobile is a key ingredient in a successful marketing program1

Quattro Wireless will create maximum impact and superior results for you2