Steve Smith

• It is a marathon not a sprint
• We are still in the compuserve days
• Apple has reached number 3 “smartphone” manufacturer in the worlds
• Mobile Wars are here
• How does this effect marketing?
• Are the entries by the giants making it easier for media planners?
• How can TV exploit mobile?
• What is this open platform all about—Google?

8:45am: Metrics Wake-up Call: Evan Neufeld, VP Consulting and Senior Analyst, M:Metrics

• Mobile is and extension of something that has been happening for a long time
• • Death of mass marketing
  • Multi Mobile consumption
  • 360 campaigns
  • Decreased impact of advertising overall
  • • Over messaging
  • Era of consumer control
• 215 MM cell phone users in the US
• Mobile devices are convergent devices disrupting multiple sectors
• • Bridges the gap between what you do and where you do
  • They are not just about voice anymore
• 80% of adults in the US have mobile phones
• 45% of US adults sent text messages
• 7.4% of US adults got news via mobile browser
• Mobile 2.0
• • People who sent video via MMS up 51% YoY
  • Watched TV up 19% YoY
  • Ringbacks 40% up YoY
  • Sent Photos 49% up YoY
• 34MM users in the US access the web via mobile browser regularly
• • Those who do, do it often
• Mobile content mirrors content on the web
• • Weather
  • Search
  • News
• Google, Yahoo, Live, Go.com, Myspace some of the top mobile players
• 1 in 5 phones now play music
• 50% of US phones have cameras
• What is driving us forward, holding us back
• • Pricing
  • • iPhone vs. Blackberry
  • Devices
  • Bandwidth
  • Subsidization
  • • Advertising
• 58% of consumers have a data plan
• 84% of iPhone users versus 11.8% of regular market access news via phone
• It is not about the iPhone, but about services and features
• Test messaging is the best reach vehicle for advertisers
• SMS advertising
• • 13% responded
  • 5% bought

9:00am: Introduction by Steve Smith, MediaPost Columnist and Emcee

9:15am: Keynote: Enter the Giants: The Impact Media and Tech Companies Will Have on the Mobile Marketing World?
The biggest impact companies like Nokia will have on the market is by creating a mobile advertising ecosystem that is more flexible and open so all parties, including brands, agencies, publishers and operators will all have a piece of the still-developing mobile advertising pie.

Jeremy Wright, Ad Business Global Director of Brand Solutions, Nokia

·        7^th year feeling, “is it just taking off now”

·        The sense of community felt real (about PC—the third screen) but it was virtual

o       Welcome to the fourth screen

·        Where will mobile take us?

o       3.3b mobile phones double the number of TV’s and PC’s

o       Advertising Forecast

§         2011 $531 B

·        Key Growth Drivers

o       Reach

o       Personal

o       Cost

o       Commerce

o       Subsidization will help drive traffic which will in turn drive activity

·        The convergence box

·        We need to resist the tendency to think of the mobile phone as a small version of the PC

·        Acting on impulse as on of the value propositions of mobile advertising

o       “it’s essential for brands”

·        What do consumers want from mobile

o       They want it all

o       Great services at low or no cost

§         Advertising can help make that happen

·        It has to be relevant

·        It has to be respectful, make sure the user has control

·        Use the wealth of data that mobile provides

o       Locations, place, context, time

·        Advertising stops being advertising when it is really relevant, it becomes content

·        Searches are different on a mobile device

·        22% response rates on average for the Nokia site noki.mobi

·        Why isn’t mobile advertising bigger today?

o       Fragmentation

o       Defining and measurable ROI

o       Engaging consumers post click

·        Best practices

o       Relevance

o       Snack sized content

o       Capture impulses

o       Instant Reward

o       Exploit Unique Features

·        The real value is integration with other media

9:45am: A Conversation Between David Verklin and Bob DeSena
David Verklin, CEO, Aegis Media Americas
Bob Desena, Managing Director, North America, iO Global Limited

·        To young people mobile phones are fashions statements, virtual hangouts etc.

·        Mobile is the next big thing—Verklin

·        Young people, when asked what they would give up first, the PC or the phone,  many responded, “stupid question”

·        Mobile as portable interactivity

o       Net Biscuit

§         Purpose built mobile web sites

·        Location to keywords making search the killer app

·        Adding transaction and action to information

·        What do we have to do to know down the barriers in order to create integrated plans?

·        The immediate plan of the future is a mosaic

o       Media Mix

o       The media plan of today and tomorrow has many components

o       Mobile should be a piece of every campaign in the future

·        Advertising to the interested

·        One of the barriers is the fact that many agencies do not have ample database skills

·        Data is the new creative—Verklin

·        We are seeing the resurgence of the full service agency—Verklin

·        6 companies to watch– Verklin

o       Net Biscuit

o       Admob

o       Veritalk (lets not forget the voice segment of mobile marketing)

o       Shoptext (very enthusiastic about mobile as payment device)

o       Three Jam (allows consumer to do 1 to many marketing)

o       Myxer

·        The crackle of change is in the air

·        Check Out PayGo in New Zealand—Cannes Lion Media Campaign winner

·        In mobile you have to pay attention to other markets—Verklin

·        Lower hanging fruit technologies are still ringtones etc.

·        The biggest issue is TV surrogates

o       2/3 of all spending on TV

o       Today it is about 50%

o       The money is going to things that look like TV

§         Broadband

§         Electronic out of home

§         The more mobile can feel like TV, the more money their will be

·        Engagement=Time

·        Gaining 100% composition by corralling audience from one place to another

·        This year we lay the tracks, 2009 will be the big year for mobile