Speakers:

(sponsored by Admob)

• Danielle Rollo
  • Message as marketing versus advertising
    • Marketing- mCRM
    • SMS– 160 characters, links etc.
    • Ubiquity of SMS
    • Bringing interactivity to offline media
    • Advertising
    • high attention level
    • contextual targeting
    • fully engaged users
    • Mobile Search- Medio search engine for mobile
    • major growth opportunity
    • gateway to content
    • search as utility– location based search
      •  relevance=response
    • CPC model
    • Highest payout for search is for DUI’s (hmmmm)
• Mark Donovan
  • Secular trend called digital convergence, our lives are turning into ones and zeros
  • 219 million mobile phone users in the us (over 13)
  • 3 MM 3G phones in the US
  • Suggests that we are not behind, suggests we are different
  • Mobile web 20% YoY
  • 101 MM people sent text messages last year
  • 13% of people that received a text ad responded
  • Mobile as conversation starter
  • Of 101 people that sent a text 9 MM sent a short code promoted by advertising
  • 29% of mobile ads are about selling mobile content
• Mickey Alam Khan
• Rebecca Barnett
  • 34 MM actively using the mobile web
  • 20% increase over 2006
  • Disconnect between media buyers and creative
  • CPM’s from 7-40 dollars
  • CPC’s range from 15 to 50 cents
  • creative must be heavily considered for this medium
  • challenge for analytics because you cannot cookie users
  • Downloadable Content
  • ringtones, games, wallpaper, applications
  • You can deliver a richer media experience
  • high frequency of use
  • challenge– fragmentation, limit of users
  • CPM’s 20-50 dollars
• Tony Nethercutt
  • Addressable media
  • The media turns into something you have with you
  • Extending the campaign to mobile– stay consistent with your brand
  • Challenges– reach, fragmentation, costs
  • Snack sized content
  • Carriers similar to ISP’s in the early days

Tags: mobile, mma, admob, mobile web