This document discusses opportunities in the mobile internet market and provides best practices for mobile advertising and search. It finds that some major websites have adapted well to mobile, while many retailers have not. Mobile internet usage is growing rapidly and surpassing fixed internet access. The document outlines different mobile ad formats and the importance of local search and click-to-call buttons on mobile. It provides market statistics on the UK mobile advertising market and case studies of successful mobile implementations by Directgov and M&S.

1. CONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARY
The Mobile Internet: There’s a bandwagon, so why not jump on it?
1st December 2010
Jo Garcia - Velti
1

2. CONFIDENTIAL & PROPRIETARY
1 Snapshot of the market -
Brands

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Are YOU ready for it?
Some web giants
have adapted well to
mobile

4. CONFIDENTIAL & PROPRIETARY
No.

5. CONFIDENTIAL & PROPRIETARY
But then – who is?
Total Unique
Visitors
Site
rendered for
mobile
Amazon Sites 787,202 YES
Home Retail Group 161,362 No
Play.com Sites 145,169 No
Dixons Stores Group 54,750 No
Wal-Mart 49,871 No
John Lewis Partnership 47,077 No
HMV 40,866 No
Arcadia Group Limited 37,371 No
GAME Group PLC 37,155 No
Marks & Spencer 36,671 YES
NEXT Group 30,769 No
Boots Plc 27,718 No
IKEA 26,433 No
Comet 23,745 No

6. CONFIDENTIAL & PROPRIETARY
Mobile Design

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2 Snapshot of the market -
Audience

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Mobile web set to overtake fixed internet
Source: Morgan Stanley 2010

9. CONFIDENTIAL & PROPRIETARY
UK Mobile Marketplace – Ad Expenditure
 2009 £36.7m
 Mobile Display
Advertising £17.4m
 Paid for search on
Mobile Internet £20.2m
 2008 £28.6m
 Mobile Display
Advertising £14.2m
 Paid for search on
Mobile Internet £14.4m
IAB & PwC research
 Top 5 display ad categories:
 Entertainment & Media - 61.5%
 Telecoms - 14.7%
 Finance - 8.1%
 Consumer Goods - 3.2%
 Government, social & political -2.7%

10. CONFIDENTIAL & PROPRIETARY
Mobile Search
1
2
3
Mobile search has increased 500% in 2 years
PPC campaigns offer better value than desktop
Targeting is more precise on mobile4
51% of mobile browsers use search

11. CONFIDENTIAL & PROPRIETARY
Mobile minutes spent online in UK

12. CONFIDENTIAL & PROPRIETARY
A growing audience - increased daily usage
18.9m
monthly
Source: GSMA MMM, Appetite survey
heavy users
7.6m
(40%)
light
6.4m (34%)
medium
4.9m (26%)

13. CONFIDENTIAL & PROPRIETARY
Increased engagement opportunities
Mobile
Internet
Usage
5
< 5 minutes
23%
5 minutes
77%
Appetite survey

14. CONFIDENTIAL & PROPRIETARY
Increased engagement opportunities
77%
TV & PC 5
17%
PC+MOB
29%
TV+MOB
Appetite survey
22%
TV+PC+MOB

15. CONFIDENTIAL & PROPRIETARY
3 Snapshot of the market –
Best practice in mobile
advertising

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Ad Formats - static
BANNER
EDITORIAL INTEGRATION
TENANCY LINK

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Ad Formats – pre-roll

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Ad Formats - Expandables

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Ad Formats – In-app

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Ad Formats - Dynamic

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Ad Formats - Creative

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4 Snapshot of the market –
Best practice in mobile
search

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Mobile Search is Different...
ABC Restaurant
Fine dining for any occasion.
Fresh, organic ingredients.
www.abcfood.co.uk
ABC Restaurant
Fine dining for any occasion.
Call us now to reserve a table!
020 7031 1000
ad slots ad slots

24. CONFIDENTIAL & PROPRIETARY
Local drive to Mobile Search
Walk into
a store
Get driving
directions
33% of all search queries have local
intent
15% of iPhone applications are local
Series 1,
2007,
18.9
Series 1,
2008,
61.3
Series 1,
2009, 134
Series 1,
2010,
215.3
Series 1,
2011, 329
Series 1,
2012, 486
Users of mobile-local
services (millions)

25. CONFIDENTIAL & PROPRIETARY
Unique Feature – Click to Call
restaurant
Paolo’s Italian Restaurant
www.paolositalian.co.uk Fine dining for any
occasion. Featuring organic and fresh
ingredients.
01342 945547- 20 London Road, East Grinstead,
West Sussex, RH19 2TA
Sussex restaurant reviews
Find the perfect restaurant. Hours,
reviews, directions & more. Book a table
and read …
restaurant
Advertisers who use click-to-call get a 5-10% increase in
CTRs
CTC provides a safety net and doesn’t cannibalize URL clicks

26. CONFIDENTIAL & PROPRIETARY
Unique Feature – Click to Download
Promote Apps with mobile search:
Link directly to the download page for
Apple App Store and Android Market

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5 Case studies

28. CONFIDENTIAL & PROPRIETARY
Directgov

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Banners

30. CONFIDENTIAL & PROPRIETARY
M&S
30
M&S m-site 1.2m visitors and
13,000 orders since launch
10million page views and 13,000 orders
from the site
One single order of £,3280 – 2 sofas!

31. CONFIDENTIAL & PROPRIETARY
Less of the bandwagon – Let’s make our bed!
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