Classic Guide To Mobile Advertising

CONTENTS
PAGE PAGE

3 INTRODUCTION: Mobile on a gallop, stealing budgets from traditional media 35 Legal screenshots for interactive, integrated campaigns
By Giselle Tsirulnik By Susan Tillotson Bunch

5 Why invest in mobile marketing? 37 How to deliver one message to multiple platforms
By R. Cass Baker By Martin Hayward

7 Basic principles of mobile marketing 39 Five ways to increase engagement, sales and loyalty with mobile
By Stephen Upstone By Jack Philbin

10 Stop talking and listen: Two-way communication of mobile 41 Three best-practice tips for evaluating mobile ad performance
By Shuli Lowy By Bill Dinan

12 How to craft a mobile advertising campaign 43 Mobile marketing for the small- to medium-sized business
By Alison Gensheimer By Jennifer McCoy

15 Live it to sell it 45 Case study: Mobile display advertising for B2B engagement
By Judy Hamilton By Marc Keating

17 Text message marketing: Who’s opting in? 47 The power of mobile bar codes
By Derek Johnson By Laura Marriott

18 Mobile strategy should employ multiple means of engagement 49 Digital advertising convergence: Is it further away than ever before?
By Je Hasen By Dale Carr

20 Converting a mobile impression into a click 50 Overcoming mobile’s growing pains
By Lindsay Woodworth By Joe Laszlo

22 Maximizing pay-per-call proﬁts 51 Distinguishing marketing from spamming
By Earl Brown By Shuli Lowy

24 Mobile audience micro targeting in the real world 52 Will HTML5 help battle fragmentation in 2012?
By Greg Stewart By Matevz Klanjsek

26 8 tips for successful mobile app promotion 54 Tips for an e ective mobile video advertising strategy
By Micah Adler By Matthew Ellsworth

28 Mobile bifucrates into two distinct advertising practices 56 Is Wi-Fi a mobile media channel?
By Harry Kargman By Gregor Isbister

31 Mobile advertising: Why it’s got to be rich 57 To app or not to app: That is the question
By Elena Perez By Dave Schwartz

33 Case study: Discovery Channel’s Storm Chasers 59 Consumers eager for hyper-relevant location-triggered messages
By sta reports By Patrick Moorhead

Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING PAGE 2

INTRODUCTION

Mobile on a gallop, stealing budgets from traditional media

M obile advertising works when used as part of a cross-
media campaign and dialogue. According to Berg In-
sight, mobile will account for 15.2 percent of global online ad
this guide together. Their insight and expertise is what made
this possible.

spend in 2016. The total value of the global mobile marketing These expert bylined articles o er tips on how to run and
and advertising market will grow from $3.4 billion in 2010 at measure mobile ad campaigns, targeting and location, SMS
a compound annual growth rate of 37 percent to $22.4 billion campaigns and database building, integration with print and
in 2016. stores, HTML5, iPad ads, site design, search engine optimi-
zation, paid search, in-application ads, social media, content
Mobile advertising matured drastically in 2011, with more so- creation and the e ectiveness of mobile coupons.
phisticated ad units and campaign executions. This matura-
tion has made consumers more open to mobile ads. According Also included are analytical pieces as well as thought leader-
to Nielsen’s State of the Media: Consumer Usage Report, 51 ship on the privacy debate and legal boundaries that should
percent of consumers say that they are OK with advertising not be crossed, buying mobile media, augmented reality, in-
on their devices if it means they can access content for free. ternational di erences and similarities, display ads and mobile
video advertising.
Already big brands such as The Coca-Cola Co., Starbucks,
Target and Home Depot have embraced mobile advertising, Thank you to sta reporter Rimma Kats for layout and art
proving that when it is done right, the channel can produce direction. Also, a big thank-you to editor in chief Mickey Alam
astounding results. Khan for his help and supervision during the production of
this guide.
For 2012 expect to see more integration of social into mo-
bile ads and marketing programs. Also, location will be a key Thank you also to ad sales director Jodie Solomon for convinc-
aspect of mobile marketing and advertising strategy. Larger ing others to invest in this guide and others before it.
budgets will lead to higher ﬁll rates for publishers.
Feel free to email a link to this large document rather than
With that we present the industry with the Classic Guide to forwarding the entire ﬁle. The passion is obvious in the copy
Mobile Advertising to help understand the value of mobile and the subject.
and its context in advertising and marketing. This document
presents how-to articles, case studies, trend pieces and com-
mon misconceptions to industry members with the goal of
educating readers on this fast-paced subchannel of mobile.
Giselle Tsirulnik
Thank you to all of the companies that participated in putting Deputy Managing Editor
Mickey Alam Khan Chantal Tode Lauren Johnson 401 Broadway, Suite 1408
Editor in Chief Associate Editor Editorial Assistant New York, NY 10013
mickey@ chantal@ lauren@ Tel: 212-334-6305
napean.com mobilemarketer.com mobilemarketer.com Fax: 212-334-6339
Email: news@mobilemarketer.com
Website: www.MobileMarketer.com

For newsletter subscriptions:
http://www.mobilemarketer.com/
Giselle Tsirulnik Rimma Kats Jodie Solomon newsletter.php
Deputy Managing Editor Staff Reporter Director, Ad Sales
giselle@ rimma@ ads@ For advertising:
mobilemarketer.com mobilemarketer.com mobilemarketer.com http://www.mobilemarketer.com/cms/
general/1.html

For reprints:
reprints@mobilemarketer.com

Mobile Marketer covers news and analysis of mobile marketing, media and commerce. The Napean franchise comprises Mobile Marketer, MobileMarketer.com, the Mobile Marketer
Daily newsletter, MobileMarketingDaily.com, MobileCommerceDaily.com, MCommerceDaily.com, the Mobile Commerce Daily newsletter, MobileNewsLeader.com, Classic Guides,
webinars, Mobile FirstLook, the Mobile Marketing Summit and the Mcommerce Summit and awards. ©2012 Napean LLC. All rights reserved. No part of this publication may be reproduced without permission.


Your customers have gone mobile ...
are you going with them?

Bigger, Faster, Better than the Web
The web revolution created the next generation of Companies are now allowing employees to bring
giants — companies like Google, Amazon, and eBay their own devices into the workplace — a concept
went from nothing to multi-billion dollar market that would have been unheard of just a year ago
caps in less than a decade. Today, mobile is helping — and new mobile-based ventures are receiving
fuel a new generation of giants — companies like staggering amounts of money from Silicon Valley
Facebook, Groupon, and Zynga have reached venture capital firms.
multi-billion dollar valuations in half the time of
their predecessors … and all without an IPO. Companies now have a window of opportunity
to think about how mobile can transform their
The mobile revolution will be like its web business as radically as the web did. By making
predecessor with two important exceptions: mobile a part of their overall digital strategy,
companies can transform their relationships with
Mobile will be more transformative than the their customers in even greater ways than they did
web … because mobile devices are always with the web.
with your customer.

Mobile is going to evolve at a much faster pace
MOBILE
… because we’ve learned a lot from the web.
In fact, mobile shipments outpaced desktop/
laptop shipments last year. The race is on.

The initial e ects of this mobile revolution are
already being felt. The iPad single-handedly killed
WEB
the netbook market. Apple’s massive success with
the iPhone and iPad has presented a significant
threat to established mobile giants like RIM, Nokia,
Microsoft, and Motorola.

How does a company create a mobile strategy
that will get them into the mobile market quickly,
and provide a scalable plan for the future?

Find out in “4 Steps to Creating a Mobile Strategy”

Download at appcelerator.com/white-paper-4-steps

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Why invest in mobile marketing?
By R. Cass Baker

F
or global brands today, it is less about questioning dress it while on the go. It may be scheduling an im-
whether to invest in mobile marketing. Now it is a mediate home service request, signing up for a new
matter of how and how much. credit card before a big vacation or even shopping
for a car.
Perhaps most importantly, it is a question of why to in-
vest in mobile marketing. Through mobile devices, consumers can quickly assess
the information they need to make a decision, making
In the beginning, mobile marketing was about brand them even more determined to buy right now.
building and consumer engagement. It was about
bright, shiny, interactive marketing designed to en- If you can deliver the right mobile experience at the
gender loyalty, awareness and brand promise. And it right time — and in the context of a broadly integrated
was about showing innovation and life in an emerging marketing campaign — you win.
advertising channel.
Connecting the dots
Today, it is about much more. It has to be. When the rubber hits the road, most brands find it dif-
ficult to connect the dots between mobile engagement
Mobile’s growth and mobile sales.
According to the Interactive Advertising Bureau’s Oc-
tober 2011 “State of Mobile Measurement” report, The reality is that revenue through mobile marketing has
the growth in mobile advertising spend and consum- very little to do with mobile marketing in its own right,
er usage requires sound measurement and reliable and everything to do with understanding your consum-
methodologies to understand audience behavior and ers and the purchase experiences they desire.
ad e ectiveness.
Increasingly, today’s consumers are turning to mobile at
As with any other marketing investment, C-level execu- pivotal points in a sales process.
tives expect a measurable, high-value ROI in the form
of new revenue and profits. It is no longer good enough Success depends on guiding the consumer through a
to o er applications or mobile games, and to justify the seamless, end-to-end experience — from initial mobile
investment in the form of fans. impression through to Web sites and call centers — to
create targeted, data-rich experiences that drive high-
So why invest in mobile marketing? value, high-margin purchases.

Invest in mobile If you can craft the right experience from start to fin-
While consumers are busier than ever, they also are more ish, the mobile channel is incredibly measurable, proven
heavily engaged. and successful.

They are on their mobile devices day and night. And one Without question, mobile can play a pivotal role in driv-
thing is clear – when they are researching a specific ing significant, incremental revenue to your business this
product or service from these devices, they are ready year. Success depends on tying its impact all the way
to buy. through to the ultimate outcome — sales.

Consumers research a brand on mobile because they R. Cass Baker is executive vice president of Leapfrog Online,
have an urgent need, and they are looking to ad- Evanston, IL. Reach him at cbaker@leapfrogonline.com.


Basic principles of mobile marketing
By Stephen Upstone

T
o make mobile marketing programs achieve maxi- While there is no one-size-fits-all solution, there is
mum impact and long-term value, it is essential a basic framework and set of guidelines that can be
to move beyond one-o initiatives and create a applied across the majority of mobile marketing ini-
holistic strategy for targeting customers. tiatives to drive results. Whether you are a brand,
agency, wireless carrier or publisher, the following
This is done using robust mobile platforms that incorpo- strategic approach will set you on course to achieve
rate a full range of tactics. maximum results:

The first step is to identify your business objective: is it Reach – mobile reach means establishing the first point
to raise your brand’s profile or build loyalty and prevent of mobile interaction, such as a banner ad on a mobile
customer churn? Web site or QR code on a billboard and the call to action
that drives the mobile user to click.
After identifying the objective, the next step is to ex-
amine your audience. Understanding your audience and By carefully choosing publishers and media targeted
how they interact with their mobile device will help you to the audience you wish to engage, you cost-e -
develop a campaign that delivers value to the consumer ciently maximize reach and the opportunity to get
and drives financial success. your message in front of as many target customers


paigns can deliver participa-
tion rates of more than 30
percent with numerous inter-
actions per consumer, result-
ing in a high level of active
consumer engagement with
the brand every day.

For example, Argos, a large
British ecommerce site, took
the decision to develop a new
mobile channel in order to
create a flexible way for its
customers to interact with it.

Developing mobile services
such as Text and Take Home
has generated new revenues.

as possible. In 2009 alone, Argos’ mobile channel delivered more than
$100 million of incremental revenue and the service has
Engage – once the consumer has responded to a call to generated over 100 percent year-over-year growth of
action, you are now ready to engage and convert them the user base.
into a profitable relationship.
For another example, National Geographic lever-
This interaction can be a mobile site, landing page or aged mobile and social media to promote “The
mobile application. Last Lions” film and increase contributions to its
Big Cats Initiative.
Providing customers with something interesting, timely
and relevant like coupons, social media promotions and Engaged consumers visited a mobile Web site, entered a
rewards, will help create the engagement that is neces- sweepstakes, and posted on social media sites, increas-
sary to make the campaign successful. ing both ticket sales and donations.

Analyze – measuring the success of your ongoing The campaign boasted nearly a 50 percent click-
campaign will help you adjust your strategy as your through-rate.
campaign progresses, so make sure you have a strong
technology platform that enables this capability. There is no doubt that mobile marketing campaigns can
deliver great results, when deployed in the right way.
One of the strengths of mobile is that it is highly mea-
surable, making it easy to track how quickly you are con- The trick is to know your audience, develop a compelling
verting customers and how much this is costing. user experience with engaging creative and content, and
analyse to optimize media placement, creative, call to
Developing a robust mobile marketing strategy can de- action, and ultimately, results.
liver extremely compelling results.
Stephen Upstone is vice president of sales at Velti,
Well-run, large-scale SMS promotions and loyalty cam- London. Reach him at supstone@velti.com.

Open Rich Media Platform for Mobile

Check out the latest rich media
examples created with miSpot, or
go to m.goldspotmedia.com on
your mobile browser.

Stop talking and listen: Two-way communication of mobile
By Shuli Lowy

F
or many companies, mobile marketing simply means
capturing as many phone numbers as possible and
pushing out marketing messages to their database.

While lists of phone numbers may be useful points of
contact, each phone number belongs to a unique per-
son with speciﬁc interests, income levels, preferences,
prejudices and wishes.

Marketers often lose sight of the people behind the end-
less pile of numbers. They overlook the unique opportu-
nity mobile provides for going beyond the numbers and
getting to know something about the users.
their opinion will feel better serviced. When possible, use
Unlike a commercial, newspaper ad, or billboard in which unique coupon codes for each consumer. This will enable
there is no room for a two way communication, mobile you to track their purchases and thereby predict what
marketing has the ability to spur a dialogue between a their future purchases may be.
consumer and a company.
Instead of receiving a cookie-cutter mobile coupon
This is inﬁnitely more valuable since it creates a personal promising a 10 percent discount, imagine a consumer
connection between the mobile user and the brand and getting a text that reads:
helps marketers optimize their messages by ensuring the
content caters to the characteristics of each individual “Samantha, we just got in beige heels that go perfectly
end-user. with the green dress you bought. We’re putting them
aside for you in size 8.5.”
Here are a few ways to spur a two-way communica-
tion with your consumers: Without doubt, the latter option would be considerably
more e ective at driving sales.
Use your mobile campaigns to take polls. Ask consumers
to text in their favorite athlete, dish on a menu, article If you listen to the voice of consumers’ mobile activity,
of clothing, or anything else connected to your business. you can respond to them in the appropriate language.
Increasing the multi-directional communication allows
This information will allow you to learn more about your companies to build personal connections with each con-
consumers and may also provide interesting insights into sumer and target their messages appropriately—ensuring
how you run your business. each message is relevant and desirable to the end-user.

Allow consumers to text comments about your product Wise marketers realize that the goal of mobile marketing
or service to your customer service department. This will is not just to acquire contacts, but rather to build rela-
make it more convenient for individuals to provide feed- tionships and long-term value.
back on their purchase experience and for your company
to improve its products accordingly. Shuli Lowy is Beverly Hills, CA-based manager of client
services and marketing Manager at Ping Mobile. Reach
Additionally, consumers who have the chance to voice her at shuli.lowy@pingmobile.com.


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How to craft a mobile advertising campaign
By Alison Gensheimer

M
obile advertising is no longer a niche technology The steps to get there are simple and often overlooked.
market where only large brands with the ability
to carve out a percentage of their digital media Step one
budgets dominate. Start with the end in mind.

Today mobile media has a budget of its own. It is not When we began as marketers and media buyers, we did
just about the media. Platform advancements have taken little without a clearly deﬁned goal.
one-time static and dull banners and turned them into
valuable engaging experiences. However, innovative technologies made it more di cult
to measure, so we all started throwing things at the wall
In short the mobile advertising industry is a lot more just to see what would stick.
complex today. Therefore it is imperative that a mobile
advertiser has a complete and ﬂexible plan when ap- Not anymore.
proaching their mobile strategy.
Advancements in targeting and end-to-end reporting en-
A successful mobile advertising campaign is a combina- able us once again to have a goal. Goals can be as simple
tion of goals, statistics, creativity and an intuitive knowl- as generating clicks or as complex as in-store visits.
edge of the mobile consumer.


You should try drawing the full mobile advertising user
experience on a piece of paper and handing it to anyone
sitting next to you.

Do not stop there. Once the ad is in QA ask you coworker
or friend to test it. You will learn a lot about how the
average user engages by simply asking.

Once live, check your reporting regularly to see if us-
ers are participating they way you hoped. If not then
change it.

Step four
Either way, a clearly deﬁned goal is essential to proving Be creative and do not be afraid to try something new.
the value of your mobile advertising plan. We were only able to arrive at this moment because
those before us succeed and failed. They put themselves
Step two out there.
Understand and respect the consumer.
To quote Steve Jobs, “Be hungry, be foolish.”
As more devices enter the mainstream, the more con-
sumers are bombarded with advertisements. Also be ready, it may not work. But what you have gained
is something greater. You now know something that no
You likely have a great brand, one that you are very one else knows, that it did not work.
proud of, but just because your brand is great does not
naturally mean that consumers will give up their time Finally, pick the right mobile advertising partner. The
and energy to engage with it. right partner is hard to ﬁnd.

The formula is simple. O er consumers value in a quick First and foremost they will be interested in tracking as
engaging manner. much of the user experience as possible.

Two clicks and they are in. No reporting, no go.

Step three Additionally, they will challenge you to think through
Consider the complete user experience, not just the your goals, target, placement and end-to-end
media advertisement. The advertisement is just user experience.
the beginning.
Lastly, the right partner does not stop working for
Think through where the user entered the ad. What did you when the campaign goes live – that is the
they give up to engage with your brand? What will they easy part.
do next?
They work throughout the entire campaign, op-
We are operating on one of the most highly timizing and suggesting changes that achieve
interruptible channels – phone calls, text messages, a your goals.
tunnel – all these things can take your consumer out of
the mobile advertising experience. Alison Gensheimer is director of customer development at
Velti, San Francisco. Reach her at agensheimer@velti.com.

Live it to sell it
By Judy Hamilton

W
ith the rapid adoption of smartphones by con-
sumers, the pressure on traditional marketers
to go mobile is mounting.

Unfortunately, many marketers have succumbed to the
shiny object syndrome and a lot of throw-it-out-there
campaigns have been created just so their brand can be
viewed as leading-edge.

This lack of strategy has turned mobile consumers o
and hurt mobile marketing e orts in general before
marketers even really got started.

The good news is that marketers are now taking a
step in the right direction to solve this by seeking help
from agencies and developers that have experience
with mobile.
The bad news is that the conversation between mar-
keter and mobile professional often seems to focus
on which smartphone to develop for or disputing mo-
bile Web versus native app or QR code versus near
ﬁeld communication.

These are important options to consider, but there is a
fundamental step that is being missed.

Understand the smartphone user
As a brand marketer, have you actually experienced what
your mobile customer does?

In other words, do you own a smartphone?

The number of marketers moving into mobile who an-
swer “no” to this question might shock you.

Why is this important? It is like trying to market a new
high-performance sports car when you have never actu-
ally driven a car.

Marketers must take the time to understand what their
customers want at that critical moment in time when
they opt-in to engage with a brand. Equally important is
determining how you can reward customers for partici-


pating in this highly coveted one-to-one medium.

With mobile marketing, you must always put yourself in
the head of the customer who will be asking, “What is
in it for me?”

No agency or developer knows your product or your cus-
tomers better than you do.

But, do you know what your customers want when they
are out and about, smartphone in hand?

The only way to really figure this out is to get mobile
yourself and become your own perfect mobile customer.

If you experience what your customer does on a daily
basis, you will not only see where your product can be
truly useful to them, but also the potential for alliances them all about your beer.
with other complementary brands that can extend your
reach and increase your ROI. However, a more valuable solution for your customers
would be to list all the pubs in the area that carry your
For example, say you are a marketer for a microbrewery beer and use geo-location to show them where the clos-
and you want to place an outdoor ad highlighting your est one is that is currently serving it up.
latest craft ale. You could simply provide a link on your
ad that takes your customers to a mobile site that tells Even better, you could partner with each of the local
pubs and post a QR code coupon that when scanned of-
fers customers 10 percent o of a bucket of wings for
every friend they bring with them.

Marketers who o er rewards and benefits to their mobile
customers, not only make a sale, they make satisfied cus-
tomers who are more than likely to do it again.

To really understand today’s mobile smartphone custom-
ers, marketers have to walk a mile in their customers’
shoes – literally.

What you will find at the end of your long walk is that
all you really want is to find the closest tall, cold one and
maybe get a deal on a snack if you bring your friends.

In other words, you have to live it to sell it.

Judy Hamilton is founder/CEO of TerraTap Technologies
Inc., New Westminster, British Columbia, Canada. Reach
her at judyh@shaw.ca.


Text message marketing: Who’s opting in?
By Derek Johnson

W
hen you look at a recent Pew Internet study segment having the
on Americans and SMS usage, it is no surprise highest past participa-
that 18-24 year olds send and receive a ton of tion rate in a text mes-
text messages. sage campaign, it was
actually the 25-34 age
On average 18-24-year-olds are sending and receiving segment with an aver-
almost 110 text messages per day. It is no surprise either age 58 percent partici-
that as you look at text messaging with each older age pation rate.
segment, there is a significant drop in usage when com-
pared to the 18-24-year olds. The 18-24-year-old
segment came in sec-
How big of a drop? Well 18-24-year-olds send more ond at a significantly lower 42 percent participation rate.
than double the text messages as 25-34-year-olds and
23-times the amount of text messages as users who are The second key di erence we found was that gender
65 or older. played a predominate factor in the likelihood of having
participated in a text message marketing campaign.
Most would assume that with higher text message us-
age within the youngest age segment, there would also While the Pew Internet study found that text message
be a higher percentage of participation in text message usage by both males and females varied by only two per-
marketing campaigns. centage points, 40.9 percent and 42 percent respectively,
our survey results indicated there was a much greater
This assumption that age segments that send more text di erence in their past participation in a text messag-
messages are more likely to have participated in a text ing campaign. It was found that 39 percent of females
messaging campaign is incorrect. reported to have participated in a text messaging cam-
paign, while males were 9 percentage points higher, at
In August 2011, Tatango released a report based o a 48 percent.
survey of 500 U.S. consumers, which explored this con-
cept. In the report, we detailed two key di erences be- Most interesting was that in the 55-plus age segment,
tween text message usage and the likelihood of having the di erence between male and female participation
participated in a text message marketing campaign. in a text messaging campaign was nearly 20 points,
40 percent and 21 percent respectively.
The first di erence we found was that while there was
a rough correlation between sending and receiving text So what can we learn from this study? I think the
messages and having participated in a text messaging most important takeaway is to not discount text mes-
campaign, the di erences between younger and older sage marketing as only something that will appeal to a
age segments were not nearly as recognizable. younger customer.

While the biggest gap in text message usage be- While the older age segments may not be sending as
tween age categories was a staggering 23-times, many text messages as the younger generation, older
past participation in a text messaging campaign pro- age segments are not to be forgotten when planning and
duced less than a two-times di erence between executing your text message marketing campaign.
age segments.
Derek Johnson is the CEO of Tatango.com, Seattle. Reach
It was also found that instead of the 18-24-year-old him at derek@tatango.com.

Mobile strategy should employ multiple means of engagement
By Je Hasen

C
TIA reports that mobile phone penetration
in the United States is greater than 96 per-
cent with more than 300 million current wire-
less subscribers, 72.5 million of which are using
smartphones (comScore).

Now let us consider the large number of operating sys-
tems – iOS, Android, Microsoft’s Mango, BlackBerry –
and the ever-increasing di erent devices in use.

Savvy brands understand that we are each individu-
als when it comes to our mobile devices. Leading
brands such as Macy’s, MillerCoors and Ford under-
stand this concept, and provide multiple options for
mobile engagement.

This has led to a number of successful mobile marketing
and advertising programs.

Macy’s multichannel approach
In spring 2011, Macy’s launched its Backstage Pass pro-
gram, which engages shoppers in-store via multiple calls
to action to use a mobile device.

Recognizing that not
all its shoppers have
QR code readers, the
iconic department
store added a short
code to in-store Shoppers can even enter a sweepstakes to win Macy’s
signage, giving con- gift cards.
sumers a choice and
ensuring that no one The program has gained wide acclaim and interaction,
is left out. sparking Macy’s to implement a second video series for
the fall shopping season. Click here to watch the video.
When the QR code is
scanned, or the short code is texted shoppers are for- MillerCoors scores with sports fans
warded to a backstage look at a video from the designer MillerCoors, the second largest beer company in
of their choice including Kenneth Cole, Sean “Diddy” America, recognizes that beer and sports go hand
Combs, Tommy Hilﬁger, Michael Kors, Rachel Roy, Jes- in hand.
sica Simpson and Martha Stewart.
The company designated nearly 75 percent of its ad
The videos o er design suggestions, style tips and more. spend to sporting events in 2010.

The brand’s goal was to include mobile calls to action in
its national print, radio and TV advertisements to give
potential customers an opportunity to interact with the
car brand on a personal level.

The ﬁrst phase of FordDirect’s program included add-
ing short codes to its national ads for the Ford Year
End event.

The car company was able to generate more than 1,000
leads across 38 regional dealer groups and achieve a
12.5 percent conversion rate.

In 2011, Ford is projected to spend $1.3 billion on ad-
vertising, primarily targeted at creating leads that turn
into sales.

As part of that e ort, FordDirect has now expanded its
mobile marketing program to include all of its print and
TV advertisements. The program has achieved a 15.4 per-
cent lead conversion rate.

The success of these programs has led to an expand-
ed program which includes QR codes among other
However, MillerCoors recognizes that there is a substan- mobile channels.
tial opportunity to take these advertisements to the next
level. By adding a mobile element to its advertisements, Give the customers
MillerCoors is able to connect with customers and build what they want
lasting relationships. With a myriad of ways
for people to consume
MillerCoors tapped Hipcricket to run a cross-media mar- mobile content on a host
keting campaign, leveraging traditional mobile elements, of mobile devices, why
to help increase awareness of the Coors Light brand dur- should a brand’s mo-
ing Super Bowl XLV and the Miller Lite brand during the bile playbook only have
2011 NCAA tournament. one play?

These campaigns included QR codes, mobile Web sites, By choosing to implement only a QR code or only
SMS and contesting. an iPhone app, for example, brands are exclud-
ing a large portion of their potential customers.
The campaigns resulted in over 159,000 interactions
from 86,000 mobile participants and over 60 percent of However, by implementing a mobile strategy that em-
which fell into one of MillerCoors’ key demographics – ploys multiple means of engagement, brands give the
the 21-34 age range. customer choices in interaction – and this has proven to
be a very successful strategy.
FordDirect focuses on leads
FordDirect, a joint venture between Ford Motor Co. and Je Hasen is chief marketing o cer at Hipcricket, Kirk-
its dealers, implemented its ﬁrst mobile program in 2010. land, WA. Reach him at jhasen@hipcricket.com.

Converting a mobile impression into a click
By Lindsay Woodworth

A
great mobile advertising campaign is just not a
well-designed ad banner, QR code or SMS dis-
played to a targeted audience. A great mobile
campaign is one that converts an impression to a click
and a click to an engaged customer.

Many companies are missing the mark in mobile. Too
many mobile advertisements and QR scans take users to
a desktop-sized Web site instead of a mobile site.

Mobile landing pages and mobile microsites provide a
mobile-friendly and hyper-focused experience that is
designed to accomplish the singular goal of your adver-
tising e orts – conversion.

Mobile landing pages provide the critical next step in
an advertising message and can easily be leveraged
even if an advertiser does not have an existing company
mobile site.

A shockingly high 63 percent of marketers are not mea-
suring or do not know the return on investment of their
mobile campaigns, according to a King Fish Media study
conducted in May 2011. ing time at an airport – calls to action must be appropri-
ate for the mobile user.
A mobile landing page created in support of a mobile
advertising campaign also o ers an extended level of There needs to be a measurable response beyond general
valuable metrics for the advertiser. branding information.

So how can mobile advertisers best leverage mobile Here are a few examples:
landing pages?

Similar to online advertising, start by connecting the
campaign messaging and design of the mobile advertise-
ment to its landing page.

Once you have converted an impression to an engaged
viewer, an e ective headline that can be read in three
seconds or less and an obvious call-to-action come
into play.

Considering the characteristics of an anytime, anywhere To achieve success with mobile advertising, advertisers
mobile audience – on the soccer ﬁeld, in a store, or kill- need to map out the entire mobile user experience.


That determines the best approach to copy, creative, de- 4. Do not use Flash or fancy JavaScript. Not all phones
sign and technology. support it.

Here are a few best practices for mobile landing pages Mobile engagement
and common pitfalls to avoid. 1. Take advantage of the mobile channel’s unique fea-
tures such as click-to-call, interactive maps and loca-
Messaging and copy tion-based promotions.
1. Keep copy very concise and put the most important
information at the top. When you think you have cut 2. Provide a link to your main Web site to allow viewers
down on copy, cut some more. the option of using the site they already know. This is
also a common request for tablet users.
2. Make it obvious what you want your viewers to do.
Development
Design 1. Minimize the load time. It does not matter how in-
1. Create ﬁnger-friendly buttons and well-spaced links triguing your content is if it takes too long to load. You
to eliminate the possibility of frustrating viewers that hit risk a negative brand impression and lost page views.
the wrong link.
2. Keep page titles short allowing viewers to know what
2. Keep the design clean and make sure graphics are page they are on. Mobile browsers and bookmarks typi-
readable even when sized down. If viewers have to scroll, cally display between 25-40 characters.
make them scroll down, never across.
Lindsay Woodworth is director of market-
3. Maintain a consistent brand look so consumers feel ing at 2ergo Americas, Arlington, VA. Reach her
comfortable interacting with you via the mobile channel. at lindsay.woodworth@2ergo.com.


Maximizing pay-per-call profits
By Earl Brown

A
s pay-per-call marketing professionals we must The standard qualifying window eliminates the
deliver more than just prospects on the phone. We need to delay call response with a filter intercept,
also need to provide our advertiser clients with but caller’s interests and innate skepticism must
the advice and expertise needed to help them wring out be considered.
maximum value from their calls.
The most likely setup is calls are answered live by the
Call tracking and call management are obviously im- advertiser’s sales team during business hours with
portant features, but there are many other elements a overflow and after-hours calls going to a call center
successful pay-per-call campaign needs to evaluate or voicemail.
and prioritize.
Telephone technology captures caller ID and contact in-
Every component must be weighed to determine formation even if the caller hangs up without leaving a
the contribution each makes to the campaign’s message. Is it OK to call them back? Probably OK if a call
overall success. back notice is included in a pre-recorded message.

Objective: The first thing to look at is the campaign’s
objectives. What is the advertiser’s goal? Sales? Promo-
tion? Information? Branding? Lead generation?

Each aspect needs to be carefully analyzed in order
to provide the advertiser with the most interested,
qualified prospects.

Product: Is it unique? Complicated? Specialized? Does it
take experienced sales people to handle prospects’ ques-
tions or can call center agents do the job?

The beauty of the pay-per-call model is the ability to
take general-interest calls and walk prospects down the
purchase path through the research and shopping stages
to the purchase point, but you can bet the caller has
questions that need specific answers.

Call source: What’s the caller responding to? A mobile
display ad or video? SMS message? Publisher’s skyscrap-
er? Web form? Yellow Pages? Breakout microsite?

Advertising encourages prospects to call for information,
and pay per call provides the one thing advertiser’s prize
above all else – customer engagement.

Response: How are calls answered? Advertiser’s sales
team? IVR? Call center?


ence and is being replaced by direct-
response CPA.

As this trend grows, the e ectiveness
of every ad, listing, click and impression
will be scrutinized thoroughly.

A click to a Web site pales in compari-
son to the value of a telephone inquiry
by a motivated prospect.

Performance and accountability
Advertisers do not want impressions or
clicks. They want clients and customers.

Performance and accountability is now
the name of the game.

The current interest shown by Google,
Commission Junction and Linkshare
to name a few, proves that PPCall
is here to stay, and the demand by
advertisers to buy calls is evidence
that this new marketing model is
gaining traction.

Advertisers also are beginning to real-
ize that unlike most other forms of CPA
marketing, PPCall is easy to understand,
quick to learn and tough to game.

And, that the 40 percent average PPCall
conversion rate is ten times better than
the 4 percent average conversion rate of
a liate marketing.

They are obviously interested in the product or they Mobile is the ideal platform for generating, tracking and
would not have called in the first place. delivering PPCalls.

There are a lot of other aspects a successful pay-per-call Chief marketing o cers need to know how to maximize
campaign must consider: their PPCall ROI, which they can do by targeting, filter-
ing and appealing to their market.
Audience profiling, creative production, IVR greeting,
mobile video, pricing, fraud, tracking, recording, data This helps to better allocate their media budgets.
portal, analytics and account management.
Earl Brown is CEO of ValueLeads, Santa Barbara, CA.
PPC, CPM and similar advertising is losing influ- Reach him at ebrown@valueleads.com.

Mobile audience micro targeting in the real world
By Gregg Stewart

W
ith global mobile advertising spend projected er, remains extremely challenging today due to the
to reach $20 billion in 2015 (Gartner Research, technological fragmentation that exists at the de-
June 2011) it is hard not to be excited about vice, operating system and browser levels of the
mobile marketing. mobile ecosystem.

The global proliferation of smartphones and tablets, the In addition, for reasons related to technical complex-
emergence of HTML5 as a mobile browser standard and ity and consumer privacy concerns, the sophisticated
innovations such as location-based services, direct mo- ad serving systems that enable direct demographic,
bile payments, and augmented reality promise to revolu- behavioral and contextual targeting and retargeting in
tionize how retailers, brands and marketers engage and the world of online display advertising have not yet been
interact with consumers. fully developed in the mobile ecosystem.

One-to-one marketing For online marketers used to operating in the traditional
Mobile may well be the medium that for the first time desktop display environment, the complexities of the
enables marketers to consistently deliver one-to-one current mobile ecosystem can seem daunting.
messages that engage, delight and inspire consumers to
immediate action. However, opportunistic mobile marketers have devel-
oped innovative data-driven approaches to audience
The development and broad-based deployment of targeting that exploit this complexity to gain improved
such engaging mobile-optimized content, howev- campaign performance.

One such approach is progressive targeting.

Progressive targeting
While traditional online marketing relies on buy-
ing tra c from sites with demographics that
match those of target users and that consequently
are expected to convert well, progressive target-
ing is a structured analytic approach to mobile
marketing that empirically and precisely identi-
fies which segments convert well and which ones
do not.

Within progressive targeting, a “segment” is de-
fined as a multi-variate combination of click
stream data elements and, in general, the more
complex the data available, the more precise the
micro-targeting.

With such an approach, the fragmentation
of the mobile ecosystem becomes a power-
ful enabler of enhanced audience targeting and
campaign optimization.


are not.

These learnings can be im-
mediately fed back into the
media buying targeting sys-
tems, with a clear and im-
mediate positive impact on
campaign performance.

The most sophisticated mo-
bile campaigns integrate
click stream data such as
lead quality, sales and life-
time value from the adver-
tiser’s customer relationship
management system.

Depending on the advertiser,
o er and campaign, these
variables could indicate an
app download or installa-
tion, a call to a sales cen-
ter, a Web site login, use of a
free trial service, upgrade to a
premium service, a purchase
or any other consumer ac-
tion that the advertiser is able
Segmentation is accomplished by visualization to track through a Web site, app or
of the click stream data from one or a series of call center.
test campaigns.
Such tracking enables highly-optimized targeting of seg-
A simple yet e ective click stream data set would inte- ments that are most likely to convert on the o er, even
grate data elements from both the ad network and the for long tail campaigns.
mobile media buyer’s systems.
Although fragmentation in the mobile ecosystem con-
Click stream data from a mobile ad network typi- tinues to be a challenge for retailers, brands and mar-
cally includes timestamp, handset, carrier, encoded keters, it is possible to take advantage of the resulting
publisher or site identiﬁer and category, channel or complexity to improve audience targeting and overall
keyword designation. campaign performance.

Click stream data from a mobile media buyer’s platform Progressive targeting based on visualization of multi-
typically includes campaign name, creative identiﬁer and variate click stream data is one such proven approach.
links to the campaign hierarchy.
Gregg Stewart is vice president of new media platforms at
Visualization of the click stream data will clearly iden- Neverblue, Vancouver, British Columbia, Canada. Reach
tify segments that are out-performing and those that him at gregg.stewart@neverblue.com.

8 tips for successful mobile app promotion
By Micah Adler

C
onsumers have an insatiable appetite for down- or sheer “wow” factors that can equal the power of a
loading the hottest new applications that reside top ranking.
among the half a million crowding the app stores.
The challenges of app promotion are complex and can
As a mobile marketer, this spells both challenge and op- easily consume large chunks of your marketing budget.
portunity. Those 500,000-plus apps are competing with But they do not have to.
yours for users. How can you ensure that they will ﬁnd
and download yours? The following eight simple and proven best practices can
help you improve your mobile app marketing results and
The solution is in loyal user acquisition. achieve your business goals.

Loyal users are those who take an action, such as an in- With app ad copy, less is more. Unlike traditional ad copy,
app purchase or registration. And the key to attracting mobile real estate is limited.
loyal users is app store visibility.
Keep your ad text short, punchy and straight to the point,
There is no amount of buzz, PR, one-o ad campaigns and make your call to action immediate and valuable.

Write your landing page for mobile consumption. When
composing your app store landing page, do not focus on
how it will look on the desktop, but rather how it will
look on mobile devices, since this is where the majority
of app download decision-making will occur.

Drive downloads through your title. When creating your
app’s title, look beyond your brand and also consider
terms of app store search results and conversion of users
who arrive on your app store landing page. For example,
if you have a photography-oriented app, speak to the
functionality of the app in its title by referencing a fea-
ture such as “picture color.”

This way you are just as likely to appear in the
app store search results for a user looking for a
“photography” solution.

Work with as many tra c sources as possible. Using just
one tra c source like a mobile ad network, real-time
bidding platform or incentive based program can limit
your results.

It is better to work with as many tra c sources as pos-
sible. This will enable you to reach your largest potential
audience, realize the lowest-possible acquisition cost,


and also protect your app from audience saturation. users. You should be actively targeting organic users be-
cause they are the most likely to become your loyal users.
Focus on loyal users. Loyal users are most critical to your
business success. Consider di erentiated or alternative categories. Your
app probably fits into a number of categories and, while
However you cannot rely solely on your tra c sources to your gut instinct may be to place it in one of the most
deliver them. It requires your initiative. popular categories, you may fare better in an alternative
category with a higher ranking opportunity.
To get loyal users we recommend the following:
For example, it might be better to rank fifth in a smaller
your success metrics and goals category as opposed to 25th in Games.

Know which tra c sources drive loyal users. Based on
loyal users your definition of a loyal user, you need to understand
how many loyal users you are generating from each ad
network and tra c source, and at what cost.
Drive and track downloads from organic users. Organic
users are those who actively seek and download your app Measure and recalibrate to get the mix right.
without any paid marketing influence.
Micah Adler is CEO of Fiksu, Boston. Reach him
They have a much higher lifetime value than ad-driven at micah@fiksu.com.


Mobile bifucrates into two distinct advertising practices
By Harry Kargman

T
he current mobile advertising landscape has bifur- of success. The context of where the ad appears is less
cated into two separate and distinct advertising relevant, if relevant at all.
practices. The ﬁrst is the direct response opportu-
nity where advertisers are looking for reach and conver- The challenge of this model from a publisher per-
sion based upon pre-deﬁned metrics. spective is that it creates a race to the so-called bot-
tom from a pricing perspective – commoditizing the
This practice is less concerned with the quality and con- value of tra c, in general, since the price per click
text of where the ads run and more concerned with per- from a adult site, blog, social networking site or ama-
formance – getting the lowest pricing on a cost-per-click teur Web site, has the same value as that of a well-
(CPC) basis or numeric conversion on acquisition metrics known, professionally edited, nationally recognized site
such as downloads of a particular application from the or app.
iTunes app store.
The context of where the ad appears is only as relevant
Reach and conversion in so far as the performance.
In the performance game, the advertising serves as a
means unto an end, meaning the goal is a click to a site A site or app is only rated upon a conversion metric
or downloads of an app, and they are the sole metrics against one another.


For those advertisers looking to achieve a very spe- ported across most mobile-optimized sites and apps.
cific goal, where brand-safe context is irrelevant,
this approach is best served by negotiating the Therefore, advertisers and marketers can easily create,
lowest CPCs possible while measuring campaign manage and measure these campaigns and produce them
performance rigorously. in scale.

The downside of this approach is that it does not However, the challenge with this simplistic approach is
take into account potential brand dilution or even making the e ectiveness of the creative, or lack thereof,
harm since CPC campaigns tend to run on bottom- work from a campaign objective standpoint – a.k.a a
basement sites. high engagement rate.

While many smaller advertisers who buy keywords or A standard display banner on a rich HMTL5 or xHTML
choose performance campaigns may not want to pay a site or within a iPhone or Android app will be lost in the
premium to assure transparency in site relevance and content surrounding it.
context, those brands which spent years and untold re-
sources to create and build their brands should be very If the campaign is measured for e ectiveness via metrics
careful when buying in this way as performance cam- such as click-through rate, it is natural that the rate will
paigns do not come with transparency. be suppressed – if the content is more attractive than
the ad.
Context and placement
The second approach is a display advertising opportunity Therefore, there needs to be innovation to this approach
where context and placement of the advertisement on a where the display advertising and branding objectives
site or app is considered a critically important compo- are met by having the advertising creative be supported
nent in the overall campaign objective. by the content around it.

While other metrics such as click-through rate are In essence, the advertising needs to be considered as
measured to determine e ectiveness of the cre- interesting, or more engaging than that of the content
ative, this approach at its core recognizes that con- surrounding it.
text and placement of an ad does indeed influence
consumer perceptions. Beyond the banner
Given this challenge, there are a number of mobile rich
One of the initial and guiding principles in the buying media advertising units that have recently come to mar-
decision is to situate the advertising in content that will ket from companies such as Medialets, Crisp, Vdopia,
reflect well on the brand and brand objectives. Phluant, Sprout and Celtra.

The challenge in this approach is determining if These units provide a relatively easy way for brand ad-
the creative – in many cases, the banners – have vertisers to run e ective display campaigns that gener-
the level of e ectiveness from an influence and ate consumer interest and awareness with higher click-
engagement perspective. through rates.

The advantage of standard mobile banners both on site These rich media units are less standard than those of
and in app is that they are easy to produce, tra c and banners and require more thought from a creative stand-
report on. point. However, they generate greater returns to the
brand advertiser.
The mobile industry has created Mobile Marketing As-
sociation industry-standard banner sizes that are sup- This is a great first step in the augmentation of the


advertising experience. tegrate into the content where the result is fresh
and compelling.
The second logical step – potentially leap, if you will – is
to create context sensitive rich integrations within the The industry should focus on driving engagement and
sites and apps themselves. participation while creating real value for the consumer
to participate and interact with the advertising.
A banner campaign or even rich media campaign will
have di culty competing with well-executed, contextu- The next level is to go beyond the banner by rallying
ally relevant content integrations where the advertising around a few key easy-to-create and reproduce content
is integrated into the content itself. integrations that advertisers can conﬁdently buy and
measure producing real value with overall engagement.
The concept is simple: to build advertiser-sponsored rel-
evant content extensions into the very fabric of the site Standardization of these few rich mobile content inte-
or apps. The advertising surrounds the content and in grations should be the aspiration and goal for 2012 for
some cases becomes the content. the publishing industry.

The objective of the publisher community should be Harry Kargman is founder/CEO of Kargo, New York. Reach
to create standard ways in which advertisers can in- him at harry@kargo.com.


Mobile advertising: Why it’s got to be rich
By Elena Perez

S
martphones and tablets have propelled us into By incorporating video content and image galleries
the future, where rich information and entertain- directly into creative ad units, brands give users more
ment leap o our screens, draw us in by ﬁngertips options for response.
so deeply that we crash blindly into one another while
walking down the street. The integration of Facebook and Twitter take advantage
of mobile consumers’ social media habits and extend the
For marketers, mobile’s growth represents an excep- connection between consumer and brand beyond the life
tionally personal environment in which to connect with of the campaign.
consumers and an exceptionally fertile ground to deliver
meaningful display advertising. Nielsen recently reported that 53 percent of social net-
workers follow brands and 40 percent are accessing via
Gives them what they want mobile devices.
The ability to touch, shake and spin a device adds a
new dimension of interaction that device owners love Forms for data collection, store locators, click-to-call
to explore. buttons and shopping carts directly in an ad unit drive
users further down the purchase funnel.
The portability of the device raises the bar for the kind of
media consumers expect on the go. Preserve the integrity of user experience
Tour target audience is engaging with an application or
This new mix of interaction and expectation opens the mobile Web site because they are interested in the con-
door to truly meaningful engagement. tent or information provided. Anything that disrupts that


the cost and e ort of your simple
static ad.

Measurement and delivering
ROI
Mobile rich media is 100
percent measurable.

Whether delivered to app or
mobile Web site, every one of
the interactions that are built
into a creative can be mea-
sured to give you complete in-
sight into the performance of
your campaign.

Measure the time spent en-
gaging with creative, track the
number of users who share your
brand message, how many times
a form was ﬁlled out and how far
down the funnel your creative
experience can undermine a brand’s investment. leads consumers.

Rich ads allow brands to engage without breaking conti- Rich media o ers more than just a click-through, it tells
nuity of experience, enabling consumers to watch prod- a comprehensive story of the ad unit’s success and pro-
uct demos, scroll through product specs, virtually drive a vides valuable insight for your next steps.
car and share a brand message with their closest friends
without asking them to a new environment. Mobile rich media has evolved quickly
In just a short period of time, mobile rich media has
The recent Polo Ralph Lauren sponsorship of The New evolved from an opportunity fueled by cutting-edge nov-
York Times’ iPad app made it possible to access an in- elty to one that o ers a full spectrum of creative pos-
depth catalog, complete with live video and an in-ad sibilities that meet the needs of di erent brands, indus-
unit shopping cart without leaving the app, providing a tries and – importantly – deadlines.
more seamless experience that fosters a better percep-
tion of both the publisher and brand. Now that you can use mobile rich media to deliver seam-
less experiences that rise to the expectations set by the
The self-contained experience of mobile rich media pro- dynamic devices on which they run – without getting
vides another important beneﬁt. cut on the bleeding edge - perhaps the next person who
blindly crashes into you while walking down the street
By enabling brands to lead users all the way down the will be locked into a deep and meaningful engagement
funnel to lead generation or even purchase, mobile rich with your brand.
media becomes a viable alternative to developing, pro-
moting and maintaining a mobile app or mobile-opti- Elena Perez is director of marketing at Medialets, New
mized landing page, both of which incrementally a ect York. Reach her at elena.perez@medialets.com.


Case study: Discovery Channel’s Storm Chasers
By sta reports

M
any verticals have embraced mobile advertising,
but entertainment in particular has seen early
and consistent success in tapping into the cre-
ativity and impact of the mobile environment.

The Discovery Channel is notable among entertainment’s
mobile innovators, with standout work including the
mobile rich media campaign supporting Season 4 of the
popular series, Storm Chasers.

“We wanted to create a campaign that captured the ex-
citement and spirit of Storm Chasers,” said Sal Cande-
la, mobile director of
PHD. “We knew from
previous experience
that Medialets could
deliver a memorable
and immersive cam-
paign that met the
campaign’s goals.”

Campaign goals
The mobile component the target audience.
was part of a broader
mix designed to drive PHD and Medialets had previously collaborated on
tune-in for the cable a number of rich media campaigns, including the
program, targeting campaign for HBO’s True Blood.
adults 25-54 who are
receptive to media Mobile rich media creative was chosen to give consum-
content that involves ers a ﬁrst-person point-of-view of a storm.
sports, character-
driven human-interest The creative execution initiated as banner that expanded
stories and hands-on when the user taps anywhere in app.
technology fun.
The expansion launches a tornado that takes over the
Execution app screen, speakers and even vibrates.
The Discovery Chan-
nel worked with me- Then, the tornado wipes away everything in its on-screen
dia agency PHD. PHD path and cracks the iPhone screen.
enlisted Medialets to
create, deliver and As the tornado faded away, the user is prompted to
measure a rich media tap-to-watch the full screen Storm Chasers season
campaign that reached 4 trailer.

The trailer then plays inside the app to avoid disrupting the Several of the brand attributes associated with Storm
user experience. Chasers also grew; “is fascinating” grew 16 per-
cent and “is a program I’m excited about” grew
Results 19 percent.
The immersive Storm Chasers creative delivered more
than 5 million impressions across multiple apps. It
was well received by users, generating instant buzz
on Twitter and coverage in industry trades such as
Mobile Marketer.

The campaign was also recognized by the MOBI Awards,
OMMA Awards and IAB MIXX Awards.

The engagement rate for the campaign averaged 17 per-
cent, exponentially higher than online rich media’s low,
single-digit benchmarks.

An Insight Express study was also conducted, giving ad-
ditional insight into the campaigns success.

More than 60 percent of those exposed to the
mobile campaign had a favorable opinion of
Storm Chasers and would be willing to watch
the program.

In fact, after exposure to the mobile campaign, intent to
view grew by 28 percent.

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