This session will feature three major leading mobile marketing organizations revealing insights and live demonstrations of what works in mobile marketing. From building brand awareness to attracting leads and booking sales, this panel will show real market programs that deliver ROI.

1. Mobile Media & The Travel Industry
Consumer Behavior
Common Industry Use Cases
Mobile Search & Display Media
Amtrak Case Study

2. Microsoft Mobile Advertising
Targetable, Premium Content at Scale
bl i l
Display & Search Application/Video New Ad Products
Reaching over 54% the Mobile Internet
Source: Nielsen Mobile, Dec 2009
2

3. Booking Travel Via Mobile is On the Rise
Mobile Internet users are actively engaged in Among mobile Internet users, what are the typical
behaviors for Travel related purchases?
travel activities1
• 27% use their mobile phone once a week
or more to make travel arrangements 39%
• 17% have booked travel reservations in
the past 12 months 2 26%
• 4 in 10 are more likely to shop at stores
offering digital travel coupons 12%
Feature rich devices continue to drive travel
related purchases to mobile - smartphone growth
up 63% year-over-year (comScore, Aug 2009)
Clicked on mobile Very comfortable Will shop at retail
travel ad making mobile outlets offering
travel purchases digital travel
coupons
Sources: 1 ROI Research, Inc. & Microsoft “Future of Mobile”, November 2009
3 2 Precegrabber.com "Mobile Internet Shopping Trends", August 2009

4. Mobile Appeals to both Business and Leisure Travelers
4 Source: Forrester, 2009

5. Popular Mobile Solutions for Travel
Mobile Media can Drive Results for Most Major Travel Verticals
Hotel Reservations Airline Check-in /Loyalty “Perishable” Promos
Mobile Airport Check-In Summer Cruise
$200 OFF
Book a Room & get an FREE UPGRADE!
Extra Night FREE
Waikoloa Beach Marriott
Get Extra Night FREE Flight Ch k i
Fli ht Check-in on your phone
h Sunny Getaways
Compare Rates Flight Status Destinations
Special Offers Special Offers Special Offers
Reservations Reservations Reservations
Hotel Locator Check-in Photo Gallery
5 Graphics FPO

6. Demo Device
Targeting Targeting
3rd Party
Impression
Tracking
Mobile Display Media
Familiar Targeting and
Campaign Options
Frequency Day Part
Capping Targeting
Geo Carrier
Targeting Targeting
Behavioral
Targeting
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7. Mobile Behavioral Targeting
Some Travel-Related Mobile BT Segments
S T l R l t d M bil S t
o Airfare Seekers • Florida Travelers
• Asia Travelers • Hawaii Travelers
• Austr & S.Pac Travlrs o Hotel Seekers
Business Travelers
Business Travelers • Las Vegas Travelers
Las Vegas Travelers
• California Travelers • Los Angeles Travelers
o Car Rental Seekers • Mexico Travelers
• Caribbean Travelers • New York City Travelers
o Cruise Seekers • Romance Travelers
• Europe Travelers • South America Travelers
Family Travelers • Winter Dest Travelers
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8. Building Mobile Behavioral Targets
How D
H Does Mi
Microsoft Fi d A di
ft Find Audience?
?
By blending information from some of the following unique data sources:
PC Web Network PC Web Keyword Microsoft
Profile Data
Site Visits Search Network Data
• Hotmail Newsletters
• Hotmail Featured Letter Offers
• Xbox Live Subscription Data
• Microsoft Office
• Microsoft Office Live
• Microsoft TechNet
• And Others
8 No personally identifiable information is tracked or stored by Microsoft in the behavioral targeting process.

9. Mobile Search Keywords for Travel
m.bing.com Bing mobile app Top 30 Keyword List
hotels airline tickets
continental airlines cheap flights
cheap hotels new york city
holiday inn dallas
las vegas seattle
expedia hotels american airline
extended stay reservation
orlando texas
los angeles miami
priceline hotels airlines
new york motels
choice hotels marriott hotels
cheap airline tickets california
chicago hilton hotels
Top 3 KWs: hotels, continental hotel california doubletree hotel
airlines, cheap
hotels
9 Graphics FPO Note: See Top 500 Keyword List for Travel File

10. 10 Graphics FPO

11. Amtrak’s Mobile Strategy for Acela
Location, Device, High-Performing Media
, , g g
Reach business travelers in the
Media
N.E. Corridor to drive high CTR
Challenge and mobile bookings
DMA: Boston, NY, Philadelphia and Washington D.C.
Microsoft’s
Mobile Media Device: All Smartphones
e ce S a tp o es
Solution Geo-Targeted Media:
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12. Amtrak’s Mobile Strategy for Acela
Location, Device, High-Performing Media
, , g g
Results CTR North of 2.5% for on Verizon Wireless On-Deck
To Date Nearly 1% avg. CTR for all placements
Weather targeted mobile media, especially On-Deck
Preliminary
with Verizon, provides a contextually relevant, ad
Insights
I i ht friendly environment
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13. On Track for the future of mobile
Amtrak’s Targeting Outlook
Reach Consumers based Advertising based on Reaching a user during a
on mobile web behavior users exact location weather storm or traffic
congestion to advocate Acela
ti t d t A l
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