Dynamic Logic’s

Mobile Overview
 At the Forefront of Digital and Emerging Media

Helping clients to build and grow their brands in a digital world

• 10 years digital expertise

• 6,000+ campaigns measured across 27 digital platforms
• 250+ CrossMedia Research™ studies
• 300+ online creative pre-tests conducted through LinkSelect for Digital studies
• 300+ filters in MarketNorms, the world's largest online normative attitudinal
database
• Specialty practices for mobile, gaming & social media

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Key Themes in Mobile
Mobile Penetration
Mobile penetration grew faster
Internet Penetration
and larger than Internet
penetration.
1997
World Economic Forum
As of Dec. 2008, there
were 270M wireless
subscribers in the
U.S., 87% of the
population.
CTIA
23% of mobile users
access the internet on
their phones.
eMarketer based on
The Kelsey Group
13.4M Americans
watch video on their
mobile phones via
mobile Web,
subscription-based,
downloads and
applications.
Nielsen A2/M2 Three
Screen Report,
Q1/09
Worldwide smartphone sales
totaled 32.2M units in the first
Smartphone users
quarter, a 29.3% increase from
are clicking on ads
one year earlier.
(53%), requesting
more information or a Gartner
coupon (35%) making
purchases via their
2007 handsets (24%), and U.S. smartphone
81% use them while users spend an
shopping. average of 4 hours
and 38 minutes
Universal McCann per month browsing
the mobile Web.
M:Metrics
The Mobile Marketing
Among the audience of 63.2M Globally, there are twice
Association claims
people who accessed news and as many active users of
that mobile
information on their mobile devices SMS as are active users
marketing budgets
in January 2009, 22.4M (35%) did of email.
will jump 26% this
so daily; more than double the size
year, despite the fact
of the audience last year. Experian
that overall
marketing spend will comScore
fall 7%.
In the U.S., approximately
1 Trillion SMS messages
were sent in 2008.
While the mobile
medium will still CTIA
snare just 1.8% of
There are 2.7 billion
total marketing
mobile phones in use
budgets, total spend
globally. From Jan. 2001
will grow from $1.7
to Dec. 2010, global 17.5% of U.S.
billion this year to
mobile phone penetration households are
$2.16 billion in
grew from 13% of the wireless-only.
2010, according to
population to 70%.
new research from CTIA
the MMA.
Experian
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 The Mobile Advertising Landscape Consists
of Many Players…

Mobile
Advertising

Publishers Operators Networks Agencies Advertisers

MSN, Yahoo, AT&T, Verizon, AdMob, Specialized vs. Entertainment,

Weather, CNN, Sprint, T- Jumptap, Integrated Pharma, Auto,
ESPN Mobile Quattro, 4Info shops CPG

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 …and it requires quite a bit of work for delivery

Agency Carrier
Carrier Carrier
Carrier
ADVERTISER
ADVERTISER Agency (Portal) (Network)
(Portal) (Network)

Ad
Ad Content
Content
Network Enabler (Handset)
(Handset) CONSUMER
Network Enabler CONSUMER

AdServer
Server Content
Content
Ad Publisher
Publisher

ADVERTISING MEDIA DELIVERY

Source: IAB 5
 We have completed 50+ studies

Beta solutions in
Mobile development
Search LBS

Mobile Mobile
Web Gaming
MOBILE
ADVERTISING
OPTIONS
SMS Apps

Our experience IVR Mobile

in the area Video

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 AdIndex for Mobile Methodology

Control Exposed
Group Group

n=300 n=300

Control Cell fielded one week prior to campaign Test Cell collected during campaign. Banner
launch. Banner invite included on WAP page invite residing in same area as advertisement
inviting respondents to participate in survey. invites respondents to participate in survey.

Both groups surveyed about attitudes toward brand; since only statistical difference between two
groups is exposure to the banner, we can attribute differences between them to the advertising.

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 Case Study: New Line Cinema’s
“The Golden Compass” Film Release
RESEARCH: GOAL:
• Measure overall branding effects of the Greystripe mobile campaign To engage movie-goers,
• Explore the Greystripe mobile ad network’s ability to engage and and raise Awareness &
connect with movie-goers Purchase Intent

Client Takeaway:

• Higher Awareness: Significant increases in Mobile Brand Impact

awareness of and interest in film — users
exposed to the ads exhibited a +19.3 Control Exposed
percentage-point increase in awareness of
the film’s title. 67%
61% 53%
• Increased Interest: Ad exposure resulted in 43%
42%
a +9.5 percentage-point increase in interest 33%
29%
in seeing the film among overall
+19.3*Δ +59.7*Δ +9.5*Δ +4.4Δ
respondents.
7%

Aided Movie Mobile Ad Movie Interest Movie-Going Intent

Awareness Awareness

Source: Dynamic Logic, December 2007; n=768 respondents

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 Mobile Advertising Compared to Online Display Advertising (Last 3
years)

Online
Mobile

Percent of People Impacted

Source: Dynamic Logic MarketNorms for Online, last 3 years through Q4/08, N=2,380 campaigns, n=3,889,602 respondents;
AdIndex for Mobile Norms through Q2/2009, N=48 campaigns, n=46,691 respondents
Delta (Δ)=Exposed-Control
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 Mobile Advertising Compared to Early
Online & Video Norms
Early Online Norms (2000-2002)
Early Video Norms (2002-2004)
Mobile

Percent of People Impacted

Source: Dynamic Logic’s MarketNorms; Online (2000-2002). N=616 campaigns; Online Video MarketNorms (2002-2004), N=34 campaigns;
AdIndex for Mobile Norms through Q2/2009, N=48 campaigns, n=46,691 respondents
Delta (Δ)=Exposed-Control
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 Mobile Advertising by Category Involvement
High Involvement
Medium Involvement
Low Involvement

Percent of People Impacted

AdIndex for Mobile Norms through Q2/2009,
High N=15 campaigns; Medium N=14 campaigns; Low N=19 campaigns
Delta (Δ)=Exposed-Control
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 Mobile Advertising: CPG & Financial Services Categories

Overall Norms
Financial Services Averages
CPG Averages

Percent of People Impacted

AdIndex for Mobile Norms through Q2/2009,
Overall N=48 campaigns; CPG N=10 campaigns; Financial Services N=11 campaigns
Delta (Δ)=Exposed-Control
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 Online vs. Mobile – Best Ads

Online Best
Mobile Best

Percent of People Impacted

AdIndex for Mobile Norms through Q2/2009,

Overall N=48 campaigns; CPG N=10 campaigns; Financial Services N=11 campaigns
Delta (Δ)=Exposed-Control
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 Online vs. Mobile – Worst Ads

Online Worst
Mobile Worst

Percent of People Impacted

AdIndex for Mobile Norms through Q2/2009,

Overall N=48 campaigns; CPG N=10 campaigns; Financial Services N=11 campaigns
Delta (Δ)=Exposed-Control
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Key Mobile Insights

• On average, WAP campaigns are currently outperforming online campaigns across

both awareness and persuasion metrics

• While novelty may be at play, mobile ads still tend to outperform what was seen from
online banner ads in their early days

• Mobile ads are performing more similarly to what was seen in the early days of online
video

• Advertising on WAP sites work to build brands regardless of the involvement level of the
category being advertised

• Both high and low involvement category campaigns tend to yield a similar delta for
Purchase Intent/Consideration (on average, approx. 5 percentage point increase)

• Campaigns for low involvement categories appear to be especially effective at

attracting viewers’ attention. This may be related to the ability to include product images
included in the ads

• High involvement campaigns tend to be more successful at communicating the

advertising’s message than low and medium involvement categories

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 What's next in Mobile Research?

Does mobile help accelerate sales conversion?

Conversion Index for Mobile (% of people that said they

were going to buy vs. people that actually bought)

Our research has shown that among people that state they are
intending to buy a product vs. those that actually buy (that
algorithm) doesn't change that often for a category. By measuring
this for your category, we can calibrate your results to the category.

What is the incremental impact of adding

mobile to my media plan?

Mobile CrossMedia (Offline and Online)

CrossMedia for Mobile from Dynamic Logic is a unique and

industry first solution that can quantify exposure across multiple
mobile platforms regardless of what technology solution, ad Courtesy of Apple
network, publisher or carrier is being used.
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Dynamic Logic’s
Mobile Overview