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F-XC A N GE F-XC A N GE
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Unleashing the power of mobile advertising
Amanda Brook,
General Manager, Mobiles and Strategic Marketing
Sensis Pty Ltd

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Australia’ leading information resource
s
Making complex lives simpler by
helping you find, buy and sell

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Sensis: committed to mobile innovation and growth
© Copyright Sensis Pty Ltd March 2008

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Online media has promised a lot… has it delivered?
Which, if any, of the following barriers did your company have to address to use or to
consider using digital-advertising vehicles?
Insufficient metrics to measure impact 52%
Insufficient capabilities to handle internally 41%
Hard time convincing management 33%
Limited reach of digital tools 24%
Insufficient capabilities at agency 18%
Not enough high quality inventory available for purchase 12%
Brand risk 11%
Too labour intensive 9%
0% 10% 20% 30% 40% 50% 60%
Personalised, interactive, accountable
Source: How companies are marketing online: A McKinsey Global Survey, McKinsey Quarterly, September 2007 © Copyright Sensis Pty Ltd March 2008

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Mobiles: A vital role in advertising’ future
s
The wait is over
No medium like mobile
The ‘
great enabler’
© Copyright Sensis Pty Ltd March 2008

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The wait is over
aggregated unique visitors
Sensis mobile services
Sep Oct Nov Dec Jan Feb Mar
Usage and advertiser interest are accelerating
© Copyright Sensis Pty Ltd March 2008
Source: Omniture, Sep 07 –Mar 08. Aggregated unique visitors to Sensis mobile sites –Sensis Mobile, Yellow™ Mobile, Whereis® Mobile, Trading Post® Mobile.

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Always with you
The first mainstream ‘
always with you’medium
© Copyright Sensis Pty Ltd March 2008

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F-XC A N GE F-XC A N GE
PD PD
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Personalisation
State* Gender* Age* Income*
LONDON!
10% OFF 35, high disposable income,
IBIZA!
* Usage – CLUB PASS 25, live at home
Consumer
3G
browsing
audience
based on
HINTERLAND!
billing &
post code
FREE SPA VISIT 25-54, suburban families
BigPond
mobile
portal home
page, 7
March 2008 PRAGUE!
Accipiter Ad B&B UPGRADE 45, high income, inner urban
Manager © Copyright Sensis Pty Ltd March 2008

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F-XC A N GE F-XC A N GE
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Location-enabled
Engagement can happen on the move
© Copyright Sensis Pty Ltd March 2008

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One-click
Makes taking the next step simple
© Copyright Sensis Pty Ltd March 2008

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Near field communications
M-commerce or in store
© Copyright Sensis Pty Ltd March 2008

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New enhancements and services
Send to mobile:
• Contact details
• Maps
• Business information
© Copyright Sensis Pty Ltd March 2008

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A mobile click through is very high value
Wallpaper
Percentage converted to*:
Product
Goal or CR*
service Send Click Wall
Video
info 2 call paper
High
Awareness
value 49% 26% 62% 12%
and trial
consumer
Video
Launch Leisure 33% 37% 38% 25%
Branding
and Utility 38% 47% 53%
education
Forms
Click to call *Sensis campaign tracking data © Copyright Sensis Pty Ltd March 2008

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Building bridges:
•From physical to digital
•From advertising to point of sale
© Copyright Sensis Pty Ltd March 2008

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F-XC A N GE F-XC A N GE
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Multi-channelling is the future for advertisers…
… But what about users?
The Yellow™ network: national
print* and total network reach
10
Average monthly unique users (Millions: aged 14+)
9
8
7
6
5
4
3
2
1
0
Yellow™ print* monthly references Yellow™ print*, voice, online network
monthly references (n/i mobile, sat
nav)
Source: Roy Morgan Single Source Australia: Jan to Dec 07, base Australians 14+. * Advertising in all metro, regional and local directories. © Copyright Sensis Pty Ltd March 2008

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F-XC A N GE F-XC A N GE
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A bridge between the physical and digital worlds
One click from
and back again!
physical to digital…
© Copyright Sensis Pty Ltd March 2008

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F-XC A N GE F-XC A N GE
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Scenario slide
© Copyright Sensis Pty Ltd March 2008

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F-XC A N GE F-XC A N GE
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DJ

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F-XC A N GE F-XC A N GE
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© Copyright Sensis Pty Ltd March 2008

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F-XC A N GE F-XC A N GE
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© Copyright Sensis Pty Ltd March 2008

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F-XC A N GE F-XC A N GE
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© Copyright Sensis Pty Ltd March 2008

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F-XC A N GE F-XC A N GE
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Mobiles: A vital role in advertising’ future
s
The wait is over
No medium like mobile
The ‘
great enabler’
© Copyright Sensis Pty Ltd March 2008

23. H H
F-XC A N GE F-XC A N GE
PD PD
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Questions?