From Ronie Bürgin, head of mobile at web2com (Publigroupe), specialized in consulting, planning and implementation of cross-media campaigns. Ronie will describe how mobile as an ad-channel fits into media-plans today and in the future and how it compares with other online/offline ad-channels. http://www.web2com.com/

1. Mobile Advertising today and in future
Zürich | 20.04.2010

2. web2com AG within PubliGroupe:
Part of the segment Digital & Marketing Services

3. How does PubliGroupe/web2com fit into the Mobile
Advertising value chain?
We do not have any explicit activities for Mobile Advertising at the moment.
However we do not under estimate the value of this additional Advertising media
and stay prepared:
Opportunistic
Observation
Trials
We are looking forward to start explicit activity in Central Europe in the near
future

4. Where does the Mobile Channel fit into media
campaigns today?
Today's Mobile Internet in Switzerland is driven by the iPhone Ecosystem and
is positioned as a single advertising channel:
Mobile Advertising for iPhone apps is well established and grows fast
Almost all Publisher of larger Online Sites offer their own Mobile Site, iPhone
App's and dedictated Mobile Advertising formats
Aside mainly companies present in the mobile business directly already
explored Mobile Advertising
First Publishers started to migrate their iPhone apps into other manufacturer's
download platforms (e.g. OVI)
Mobile Advertising has not become a frequent advertising media for regular
campaigns yet and is still used occasionally.

5. Why doesn't the Mobile Channel fit into media
campaigns today?
Major reasons that Mobile Advertising outside the iPhone Ecosystem does
not take off:
Limited reach creates doubts
Lack of metrics implicates risks
Lack of mobile sites builds an obstacle
High CPM pricing builds a significant inhibition threshold
To build knowledge on the Advertiser's side about values of Mobile Advertising
and to offer an easy entrance is key for future development

6. Where does the Mobile Channel fit into media
campaigns in future?
The big player's new smart phones and download platforms in combination with the
operators flat rate pricing models are pushing the Mobile Internet significantly:
Google's, Microsoft's and Nokia's smart phone Ecosystem competes with the
iPhone one and strengthen browsing apps as gateway to the Mobile Internet
Publisher are forced to build and launch apps for the other ecosystems as well
The seamless interplay of mobile phones and Mobile Internet becomes
commodity for the massmarket
A new user experience replaces the poor surf image of the Mobile Internet
Due to a massiv growth of usage Mobile Advertising will become a frequent
advertising media and extension for any kind of regular campaigns soon

7. Why does the Mobile Channel fit into media
campaigns in future?
Dialog Marketing as today's major driver for the growth within the Online
Advertising market creates a new value for Mobile Advertising:
Unlimited reach
Interaction and performance as new metrics
Mobile sites and apps as sales channel
CPx price models
The current trends in Online Advertising position the Mobile Channel as
new Advertising media ideally

8. Differences between Mobile and Online advertising?
Even Online and Mobile advertising show a lot of similarties there are major
differences between the two media:
Display limitation
Device recognition
Format regulation
The differences and the fact that Mobile Advertising is a new media generates a
5-10 times higher clickrate for Mobile than for Online!

9. Thank you
Zürich | 20.04.2010