Please join us for this free webinar featuring eMarketer Principal Analyst Noah Elkin as he discusses the key trends emerging in mobile ad spending and addresses what marketers can expect to see in the year ahead.

1. Presented by: Noah Elkin Principal Analyst #eMwebinar @noahelkin O C T O B E R 2 7, 2 0 1 1 Mobile Advertising and Marketing— Key Trends and Benchmarks Sponsored by:

3. Setting the Stage: Smart Device and Mobile Web Adoption

4. Smartphone adoption remains the driving force behind the expanding mobile advertising market

5. US smartphone ownership is growing more quickly among recent phone buyers Twitter: #eMwebinar @noahelkin

6. Market momentum is solidly in Android’s favor…

7. … in what is fast becoming a two-horse race

8. Driven by the US market, demand for tablets continues to be feverish

9. Mobile and web are becoming more synonymous… Twitter: #eMwebinar @noahelkin

10. … as internet access from mobile devices expands

11. High-value activities predominate among smartphone owners

12. Tablet users likewise display a prevalence for engaging with web media and content

13. Marketer Approaches to Mobile Marketing: Evolution, Not Revolution

14. Mobile advertising is now more the norm than the exception Twitter: #eMwebinar @noahelkin

15. Marketers see mobile as a key mechanism for engaging their audience at every stage of the purchase funnel

16. Marketers employ a range of mobile tactics to achieve their goals…

17. … including a variety of ad formats

18. Android is catching up but iOS devices still generate more marketer interest Twitter: #eMwebinar @noahelkin

19. Bigger companies allocate more dollars for mobile

20. Average expected change in mobile marketing budgets in 2011 35% Source: Jumptap/DIGIDAY “Mobile State of the Industry Survey,” Sept 2011

21. More marketers are taking an integrated approach to mobile

22. But the extent of integration varies by industry

23. Marketers cite a common set of benefits and challenges with mobile advertising

24. Mobile Advertising Outlook: Spending Growth Ahead

25. eMarketer’s latest forecast is higher for 2011 and beyond

26. Growth in mobile advertising is strong across the board…

27. … but search and display are emerging as the dominant mobile ad formats Twitter: #eMwebinar @noahelkin

28. More marketers are trying to capitalize on local intent

29. Shift in spending shares reflects changing marketer priorities

30. Growth in mobile search has other strategic and tactical implications

31. Increased focus on display and rich media is evident in marketer surveys

32. Smart devices account for the majority of mobile display ad requests

33. Tablet users consume the largest share of mobile video ads Twitter: #eMwebinar @noahelkin

34. Ad effectiveness is an important driver behind mobile display ad adoption

35. Consumer Outlook: Awareness and Engagement on the Rise

36. Smartphone owners are more likely than feature phone users to see and respond to mobile ads

37. Tablet users have a generally positive attitude toward ads

38. Awareness of mobile ads is highest among younger smartphone users Twitter: #eMwebinar @noahelkin

39. Smartphone users are most likely to notice search and in-app display ads

40. Mobile ads are leading to consumer engagement

41. Ads that connect with users during specific activities correlate with higher engagement rates

42. Other mobile marketing approaches can also drive engagement and conversion

43. Bottom line: Mobile can play a key role at every stage of the purchase funnel

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50. Mobile Advertising and Marketing— Key Trends and Benchmarks Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 or [email_address] Presented by: Noah Elkin Principal Analyst, eMarketer, Inc. Twitter Hashtag: #eMwebinar Sponsored by :