Tony Nethercutt tony@admob.

com

EAST Brian Murphy brian@admob.com

CENTRAL Rob Sprungman rob@admob.com
WEST Matt Shaw matt@admob.com
Agenda

The Growth of Mobile

AdMob Overview
Mobile Media Buying
Campaign Strategies
Landing Page Examples
Case Studies

2005-2007 AdMob, Inc. Confidential & Proprietary

Why Mobile Advertising?

• 40.0 Million Mobile Web Users (US)

• 40% Year over Year Growth
•Provides interactive marketing environment
•Highly Engaging: CTRs 10x PC Internet
•Research Shows Strong Brand Recall
•Mobile works as direct response

2005-2007 AdMob, Inc. Confidential & Proprietary

TheExamples
Growth of Mobile

2005-2007 AdMob, Inc. Confidential & Proprietary

US Mobile Data Usage

The US is going mobile

301 Million People in the US

248 Million Wireless Subscribers

87 Million Subscribe to Mobile Web

40 Million Actively Use the Mobile Web each Month

2005-2007 AdMob, Inc. Confidential & Proprietary

Active Mobile Internet Users Continue to Grow

US Unique Mobile Internet Users (millions)

40.0

28.6

2005-2007 AdMob, Inc. Confidential & Proprietary

Strong Adoption of Unlimited Data Plans

Mobile Subscribers with Unlimited Data Plans, US

+ 35%

2005-2008 AdMob, Inc. Confidential & Proprietary

Mobile Web Usage is Widespread

Gender Representation Age Distribution

Mobile Internet Users by Gender Mobile Internet Users by Age

13-17 18-24 25-34 35-44 45-54 55-64+ Total

Male 2.8% 14.4% 18% 13.2% 7.1% 3.8% 59.3% 40 Million

Mobile Web
Female 3.1% 9.6% 11.7% 8.5% 5.2% 2.6% 40.7%
Users / US
Total 5.9% 24% 29.7% 21.7% 12.3% 6.4% 100%

2005-2007 AdMob, Inc. Confidential & Proprietary

Browsing Growth Shows “Lifestyle” Users

+ 49%

+ 50%

+ 39%

+ 90%

Mobile Subscribers

2005-2008 AdMob, Inc. Confidential & Proprietary

Mobile advertising is highly engaging
Ad Recall and Response Among Data Users

23% 29%

2007

2005-2007 AdMob, Inc. Confidential & Proprietary

 Examples
AdMob

2005-2007 AdMob, Inc. Confidential & Proprietary

Why AdMob?

• Size and Scope Leader

25 Billion ads served/ 160+ countries

• Scale
1.4 Billion US impressions / month
2.9 Billion / month worldwide)

• Mobile Ad Solution
CPC Text & CPM Graphical Banners

• Mobile Ad Strategies
Extend your Campaign to Mobile Web
Site, Creative, Media Plan, Optimization

• Partnerships
Premium Publishers and over 4,500 sites

2005-2007 AdMob, Inc. Confidential & Proprietary

AdMob Advertiser Base
Mobile Content Retail & Services Movies, TV & Games Internet Autos

Financial Consumer Products

2005-2007 AdMob, Inc. Confidential & Proprietary

 The AdMob Network: Sample Publishers
Sample Premium Sites

2005-2007 AdMob, Inc. Confidential & Proprietary

 The AdMob Network: Sample Publishers
Sample Premium Sites

Fun For Mobile

Innovative Mobile Content

2005-2007 AdMob, Inc. Confidential & Proprietary

AdMob Monthly Page Views

2005-2007 AdMob, Inc. Confidential & Proprietary

The AdMob Platform
Advertisers & Agencies

Publishers & Carriers

2005-2007 AdMob, Inc. Confidential & Proprietary
CPM Banner Solution

Full Service Campaign Management with Sophisticated Targeting and Reporting

This is the new Jaguar

This is the new Jaguar – Watch Video

Taptap.net/demo

Click here to take our poll! Free Wallpapers! Click to see the 911

2005-2007 AdMob, Inc. Confidential & Proprietary

CPC Text Ad Solution

Robust Self Serve Marketplace drives > 2.5 Billion ads served per month
Roust Self Serve Marketplace drives > 1.5 Billion ads served per month

AD: Watch Ford video on N80

AD: Watch Ford video on your N80

2005-2007 AdMob, Inc. Confidential & Proprietary

AdMob Service: Optimization & Reporting

Cutting-edge optimization technology & world class service

Optimization

•Ongoing campaign
monitoring and optimization
•Frequency Capping:
• Keeps ads fresh
• Maintains CTR Reporting
•Comprehensive
reporting on all
campaign components
•Breakdown of key
statistics including:
•Impressions
•Clicks
•CTR

2005-2007 AdMob, Inc. Confidential & Proprietary

Mobile Media Buying
AdMob Targeting
AdMob’s network includes major media and the best of the mobile web

Select AdMob Publishers

2005-2007 AdMob, Inc. Confidential & Proprietary

Sample Female Targeted Proposal
Mobile Landing Page
Advertiser: Covergirl
Product: Fruit Spritzers Line
Budget: $90,000
Dates Aug-Sep, 2007

2005-2007 AdMob, Inc. Confidential & Proprietary

Use your existing tools to buy mobile
DART

AdMob uses both Atlas & Mediavisor and

accepts click tags and 1x1 pixel tags

2005-2007 AdMob, Inc. Confidential & Proprietary

Mobile Advertising Works: Brand Studies
U.S. Mobile Persuasion Metric Deltas: 2007

% Brand Uplift

AdMob partners with Insight Express & Dynamic Logic to measure brand impact

25
ExamplesStrategy Examples
Campaign
Campaign Strategies

Brand Direct Lead

Campaign Strategy
Focus Response Generation

Click to Branded or Informational Landing Page

Click to Call

Click to Play Video

Click to Listen to Personal Message

Click to Capture Personal Information

Click to Download a Promotional Ring tone,

Wallpaper or Game

2005-2007 AdMob, Inc. Confidential & Proprietary

 Build a Mobile Landing Page
If you don’t have a mobile landing page for your campaign, AdMob
can help you build one that achieves your campaign goals

2005-2008 AdMob, Inc. Confidential & Proprietary

Branded Landing Page & Click-to-Video

Gallery Movie Trailer

CPM Banner Ad Branded Landing Page

2005-2007 AdMob, Inc. Confidential & Proprietary

AdMob Entertainment Campaigns

2005-2007 AdMob, Inc. Confidential & Proprietary

Click-to-Video: Coca Cola

CPM Banner Ad Branded Landing Page Handset Video Player

Video: Coca Cola C2V Experience demo

2005-2007 AdMob, Inc. Confidential & Proprietary

Capture Personal Information: adidas Superstar

Phone Number Capture

CPM Banner Ad Branded Landing Page

2005-2007 AdMob, Inc. Confidential & Proprietary

 Click-to-Call & Information Capture: DIRECTV

CPM Banner Ad

Click-to-Call

CPC Text Ad
Data Collection

Mobile Landing Page

2005-2007 AdMob, Inc. Confidential & Proprietary

LandRover

Goal: LEAD GEN

WAP Site
iPhone Site

2005-2007 AdMob, Inc. Confidential & Proprietary

Jaguar

La Land

Jaguarxf.mobi

2005-2007 AdMob, Inc. Confidential & Proprietary

 Examples
Network Demographics & Targeting

2005-2007 AdMob, Inc. Confidential & Proprietary

AdMob + MMetrics Primary Research
AdMob conducted the first on-phone primary demographic research study to power our targeting

Methodology Results

Metrics provided design, sampling, benchmarking, analysis 3500 responses.

an ads across network targeting US users. Even spread across day op 25 sites = average of 120 responses

sers were delivered survey pages developed and hosted by MMetrics nly using data for sites with > 30

urvey Questions: Age, Gender, Race & Ethnicity, HHI & Education responses

2005-2007 AdMob, Inc.

2005-2007
Confidential
AdMob,& Proprietary
Inc. Confidential & Proprietary
AdMob Network Demographics
AdMob Network delivers broad demographic distribution

Ethnicity Gender Age

* Note: Hispanic Origin has overlap with other “ethnicities”.

2005-2007 AdMob, Inc.

2005-2007
Confidential
AdMob,& Proprietary
Inc. Confidential & Proprietary
Targeting: Age / Gender Bundles

A13-17 M13-17 F13-17

A18-24

M18-34 F18-24

A18-34

A18-49 M18-49 F18-34

2005-2007 AdMob, Inc. Confidential & Proprietary

Targeting: Sample Demographic Bundles

Biz Traveler Sports Fanatics

Male Male
18-49 18-49
$100K+

College Students Technophiles

Male & Female Male
18-24 18-34
Some College $75K+

Digital natives Urban Influencers

All genders Male & Female
13-24 18-34
HS & College African American & Hispanic

2005-2007 AdMob, Inc. Confidential & Proprietary

AdMob Channel Demographics - Sports, News & Info

• Leading content sites from across different media Sample Sites

• 164 Million Impressions / Month US

• Age: Overindexed 25-34 and 35-44.
• Gender: Skews dramatically Male
• Education: Overindexed on College Students
• HHI: Overindexed on high HHI

Age Users Gender Users Ethnicity Users Education Users Income Users
13-17 1% Male 92% White 54% HS 19% < $25k 16%
18-24 21% Female 8% AA / Black 24% Some College 39% $25k - $50k 29%
25-34 41% Asian 5% Assc Deg 9% $50k - $75k 20%
35-44 26% Other 16% Bach Deg 23% $75k - $100k 12%
45-54 9% Hispanic Users Grad Deg 10% $100k+ 22%
55+ 2% Yes 14%
No 86%

Demographic
Profiles 2005-2007 AdMob, Inc. Confidential & Proprietary
AdMob Channel Demographics - Communities
Sample Sites
• Innovative mobile-specific content
• ~290 Million Impressions / Month US
• Age: Heavily Overindexed 13-17. Overindexed 13-34.
• Gender: Balanced Male / Female
• Race / Ethnicity: Heavy African American & Hispanic

Age Users Gender Users Ethnicity Users Education Users Income Users
13-17 12% Male 52% White 42% HS 54% < $25k 59%
18-24 35% Female 48% AA / Black 31% Some College 33% $25k - $50k 27%
25-34 34% Asian 3% Assc Deg 5% $50k - $75k 9%
35-44 14% Other 23% Bach Deg 4% $75k - $100k 3%
45-54 5% Hispanic Users Grad Deg 4% $100k+ 2%
55+ 1% Yes 24%
No 76%

2005-2007 AdMob, Inc. Confidential & Proprietary

AdMob Channel Demographics - Downloads
Sample Sites
• Mobile content
• ~673 Million Impressions / Month US
• Age: Heavily Overindexed 13-17. Overindexed 13-34.
• Gender: Skews Female
• Race / Ethnicity: Heavy African American

Age Users Gender Users Ethnicity Users Education Users Income Users
13-17 11% Male 46% White 33% HS 50% < $25k 54%
18-24 32% Female 54% AA / Black 41% Some College 34% $25k - $50k 31%
25-34 35% Asian 4% Assc Deg 7% $50k - $75k 9%
35-44 14% Other 23% Bach Deg 5% $75k - $100k 2%
45-54 6% Hispanic Users Grad Deg 5% $100k+ 3%
55+ 1% Yes 22%
No 78%

2005-2007 AdMob, Inc. Confidential & Proprietary

AdMob Channel Demographics - Entertainment
Sample Sites
• Blend of popular interactive & engaging sites
• 50 million impressions / month
• Age: Skews Young, Overindexed 25-34 & 18-24
• Gender: Skews Male

Age Users Gender Users Education Users Income Users

13-17 9% Male 58% HS 46% < $25k 50%
18-24 30% Female 42% Some College 34% $25k - $50k 30%
25-34 36% Assc Deg 7% $50k - $75k 8%
35-44 16% Bach Deg 6% $75k - $100k 5%
45-54 7% Grad Deg 6% $100k+ 6%
55+ 1%

2005-2007 AdMob, Inc. Confidential & Proprietary

AdMob Platform Targeting Capabilities

Rich
Rich Targeting to Meet
Targeting to MeetAdvertiser
AdvertiserNeeds
Needs

• Country Market
• Carrier
• Device Manufacturer
• Device Platform
• Device Capabilities
• Content Channel

2005-2007 AdMob, Inc. Confidential & Proprietary

Case Studies
 Land Rover Case Study
Goal Increase excitement about Range Rover Sport among target
audience & Drive traffic to retailers to schedule test drives

Result AdMob’s targeting solution allowed Land Rover to reach the

affluent male demographic and engage them through a custom
landing page delivering on both DR & Brand goals.

23% of those who clicked-thru to the landing page responded to at

least one call to action. 88% watched the video, 3% used click-2-call,
and 9% entered their zip code using the dealer locator module.
CPM Banner Ad
Landing Page Activity Qualified Leads

• Click-2-video: 88% 50% of calls

lasted >30 sec.
CPC Text Ad • Click-2-call: 3%
• Dealer locator: 9% 20% lasted >1
minute

2005-2007 AdMob, Inc. Confidential & Proprietary

adidas “Basketball is a Brotherhood” Case Study
Goal To extend “Basketball is a Brotherhood” campaign to mobile for lead
generation, brand engagement, and product discovery

Result AdMob designed highly engaging campaign employing functionality

well-suited for mobile: Click-2-Call pro basketball player Kevin Garnett
(KG) & get KG to record a custom voicemail, video, pages for players’
shoes
Mobile advertising = most efficient source of driving opt-ins

Click-2-Call Kevin
Garnett (KG)
functionality
Mobile out
performed TV,
Online, & In-store
campaigns for
High % were efficiently driving
repeat callers
opt-ins

2005-2007 AdMob, Inc. Confidential & Proprietary

Coca-Cola Case Study
Goal Coca-Cola wanted to leverage web video assets for a global
mobile ad.

Result Coca-Cola reached users in 125 countries with 1.31%

click-thru rate and a 130% ratio of plays to clicks.

AdMob drove successful Mobile Video ad program using text /

banner ads, AdMob landing pages, and industry first Click-to-
Video capabilities.
Video: Coca Cola C2V Experience demo

1.31%
CTR and
>130%
play rate!

2005-2007 AdMob, Inc. Confidential & Proprietary

Case Study: MTV Europe Music Awards
Goal To promote the MTV Europe Music Awards (EMA) 2007 by
driving traffic to MTV’s highly engaging mobile site including
games, gossip, pictures and video
Result MTV ran targeted text link ads on the AdMob network to
reach European mobile users, changing the copy often to
give people new reasons to click through to their mobile site
AdMob mobile ad campaign increased visitors 300%
from the previous year & increased downloads 400%
MTV EMA Mobile Site Key campaign results

300% increase in
CPC Text Ads
traffic!
Live gossip now from the MTV EMA’s
Free video downloads – MTV EMA’s 400% increase in
downloads!

2005-2007 AdMob, Inc. Confidential & Proprietary

Case Study: Terminix click-2-call Lead Generation
Goal Performance based lead generation campaign that achieves two goals:
2.Generate leads: Get consumers to call to schedule an inspection
3.Promote the Terminix brand in the world’s largest mobile ad network
Solution Text link and banner ads were placed throughout AdMob’s publisher
network. The custom mobile landing page included Click-2-Call
functionality enabling customers to immediately connect to Terminix’s call
center and set up a home pest inspection.
Results AdMob is now the single largest call generating partner for the
Terminix brand (compared to both online and offline partners).

Custom Mobile Landing Page Click-2-Call campaign results

CPC Text Ads

•Percent of total calls answered
Pests? FREE Terminix® Home Analysis •Percent of total unique calls
Pest Problem? FREE Terminix® visit!
•Most popular call times
FREE evaluation from Terminix®
•Most popular day for calling
CPM Banner Ad •Most popular week
•Most popular originating state

2005-2007 AdMob, Inc. Confidential & Proprietary

Summary
AdMob Delivers Mobile Advertising

•Mobile advertising is here now

•Category leader in terms of reach and ease

•Targeted Scale: 2.9 Billion ads per month

•Strength in content: CBS New and Sports, Accuweather,

Hollywood.com, MovieTickets.com, & 4,500+ innovative sites

•Strategy, Media, Sites, Optimization

2005-2007 AdMob, Inc. Confidential & Proprietary

 trymobile@admob.com

Tony Nethercutt tony@admob.com

EAST Brian Murphy brian@admob.com

CENTRAL Rob Sprungman rob@admob.com
WEST Matt Shaw matt@admob.com