For the first time on this forum, the agency & their clients are coming together to share & discuss their insights and learning on what it takes to grab a chunk of the Mobile advertiser’s budget - like from Unilever. How to get advertisers in China to shift their ¥¥ from traditional media or even from other digital media towards Mobile media which is your media, your platform. What has our China Mobile marketing experience taught us - we’d like to share in this forum and discuss in the company of great minds of Mobile advertisers in China. This will shed light on different aspects ranging from creativity to measurement to innovation. Nishtha Mehta, consulting partner, head of mobile capability for PHD China and David Porter, media director for Unilever North Asia come together to discuss this. The research findings here have been supported by the world federation of advertisers (WFA).

1. INSIDE THE OF
IN CHINA
What is mobilizing them, and how to
get them to spend with you
David Porter
Media Director, North Asia
Nishtha Mehta
Consulting Partner

2. 2013
Yesterday

3. Fit to brand
Simpler

4. •2014
Today

5. Complex
Fit to consumer

6. 104 mins 74 mins
100 mins
Out of 5.8 hours
daily media consumptions
Opportunity is bigger
e. 550+ mm
Mobile internet user
430+ mm
Desktop internet user
270+ mm
Laptop internet user
Source:
CNNIC, July 2014
Decision Fuel, Jan 2014

7. 7
MOBILE
Source - Mat t Turck (@mattturck) and ShivonzZills (@shivonz)
MOBILE
ECOSYSTEM
CONFUSING
AND CHAOTIC

8. 8
SOCIAL
SOCIAL
LANDSCAPE
MORE CONFUSING
AND CHAOTIC
Source - Mat t Turck (@mattturck) and ShivonzZills (@shivonz)

9. 9
Source - LUMA Partners LLC 2014
DATA
DATA
LANDSCAPE
EVEN MORE
CONFUSING
AND CHAOTIC

10. 10
MOBILE SOCIAL DATA
MOBILE, SOCIAL,
DATA
MISSION
IMPOSSIBLE?
Source - Mat t Turck (@mattturck) and ShivonzZills (@shivonz) | / LUMA Partners LLC 2014

11. What do you really want?
How can we help you better?
11
How do I navigate this madness?
How do I find my big bets?
Marketers Agencies, Publishers

12. In partnership with
Inside the minds of Mobile Marketers
What is mobilizing them ?
21 key China mobile marketers surveyed
End July 2014

13. Today
52%
marketers
investing
less than
11%
In next 12 months
72%
marketers
want to
significantly
increase
Mobile
spends -
% of my
digital
spends
Q: What % of your total China interactive marketing budget is dedicated to mobile marketing (2014)?
Source: WFA survey, PHD China & OMD China clients, July 2014
48%
marketers
investing
more than
11%

14. 14
Mobile a priority; well integrated
Strategic vision; tactical use
No strategic vision; test and learn
What’s my
China Approach?
20%
35%
45%
Global
4%
57%
39%
Q: Which of the following sentences best describes how your company approaches mobile marketing?
Source: WFA survey, PHD China & OMD China clients, July 2014

15. 15
ENHANCE
EXISTING
CAMPAIGNS
Enhance existing campaigns
Why do I
invest in
Mobile
vs other
media ?
74%
INCREASE
CONSUMER
ENGAGEMENT &
DIALOGUE
CREATE 74%
EXCITEMENT WITH
INNOVATIVE
TACTICS 68% PROVIDE BETTER
DRIVE
AUDIENCE
STRONGER
TARGETING
RESPONSE
Place, Time 63% (coupons
47%
ENHANCED MY click to call)
CUSTOMER
RELATIONSHIP
STRATEGY63% Q: Which are the MAIN REASONS you invest in mobile
vs other media? (tick all that apply)
Source: WFA survey, PHD China & OMD China clients, July 2014

16. China Global
2D/QR codes on packs, OOH…
Paid Search
Social media mobile adv
Mobile social content or
engagement tactics
Mobile Video
Mobile web landing page
with promotions
84%
79%
68%
68%
53%
53%
88%
88%
83%
79%
75%
63%
Mobile Display
Paid Search
Mobile Video
Social media mobile adv
Mobile Apps
Mobile optimized site
Mobile Display 47%
1.
2.
3.
4.
5.
6.
7.
1.
2.
3.
4.
5.
6.
Where do
I invest in
Mobile ?
8. Mobile Apps 47%
7. Rich Media
Mobile web landing page
8. with promotions
50%
29%
Q: Which of the following have you used within your marketing communications in the past 12 months (tick all that apply)
Source: WFA survey, PHD China & OMD China clients, July 2014

17. 17
67%
56%
56%
50%
50%
33%
Difficulty to measure impact
Transparency of ad, content delivery
Lack of best practices
Complexity to plan and execute
Not enough proof it works
Finding the right talent
1.
2.
3.
4.
5.
6.
Biggest
challenge
preventing
me
Q: Which of the following are the biggest challenges preventing you from investing more in mobile marketing? (tick all that apply)
Source: WFA survey, PHD China & OMD China clients, July 2014

18. What needs
to change in
the next 12
months?
Q: If you plan to re-focus your agency support in relation to mobile marketing in the next 12 months, what changes are you likely to make?
Source: WFA survey, PHD China & OMD China clients, July 2014

19. Changes in need?
Simplification
Multiple specialists collaborating
19
Marketers
Where do I Invest?
Channel/format selection
Big bets, Integrate
Role Mobile plays?
People centric strategies
Innovate, CRM, Always On
What’s my Approach?
Clear strategic vision
Roadmap, Test & Learn
Address my biggest challenges?
Measurement, Transparency, Best Practices
Test-Learn-Measure-Repeat
Investment!
Allocation
ROI

20. PEOPLE PARTNERSHIPS INTEGRATION
20
What are we doing to mobilize our brands? Investing heavily into

21. Thank You
David Porter Nishtha Mehta