Mobile

Advertising
Chetan Sharma, Joe
Herzog, and Victor
Melfi

John Wiley & Sons, Feb 2008.

Mobile Advertising - Table of Contents
From Cautious Optimism to Contextual Nirvana

Chapters

1. A Brief History of Advertising

2. A Perspective from the World of Web Advertising
3. A Five Points Framework
4. Introduction to Mobile Advertising
5. Challenges And Accelerators for Mobile Advertising
6. Mobile Advertising Models
7. Case Studies from Around the World
8. Technology: The Lifeblood of Digital Advertising
9. Mobile Advertising - What Comes Next?
10. Perspectives
11. Conclusions and Recommendations

Chapter Details

1. A Brief History of Advertising

a. Advertising as a market
i. The Agra
ii. Markets are Made
b. The History of Advertising
i. A short history of media advertising
ii. Advertising becomes a business model
iii. Advertising as a formal, dynamic industry
iv. Beyond print: media becomes ‘virtual’
v. Other Emerging new Media
vi. Database direct marketing: the emergence of
engagement
vii. They dynamic evolution of competing media
viii. Newspapers Inform
ix. Magazines Entertain
x. Radio Sings
xi. TV seems to have it all; competition heats up
xii. How Media Competes
c. The Basic Concepts and Media History
i. Summary: Basic Concepts and Media History
© Copyright 2008. All Rights Reserved. Chetan Sharma, Joe Herzog, Victor Melfi. Confidential & Proprietary
Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market. To be published by John Wiley
 ii. The Good News
iii. The Bad News
iv. Ready….Aim….Fire?

2. A Digital Revolution
a. Old Media Models Flipped Upside Down
b. The Mosaic age
i. Early Web Experiences
ii. Mobile Data During the Early Web Era
iii. Data: The seeds of Disruption are planted
c. The Dot.com shake down
i. Mobile Gets it Own Mini Shake Down
d. Building a Hundred Billion Dollar Advertising Empire at Five
Cents a Click
e. This History in Pictures
f. Imploding Attention Spans on Old Media
g. Television is a wheel with digital spokes
h. Software Officially Invades Advertising
i. Another Day, Another Billion Dollar Acquisition
i. Upside Down Media Control
j. And the Winner Is ….

3. A Five-Points Framework
a. The Challenge of Advertising Measurement
b. The New Long Tail of Digital Advertising
i. Reaching the Previously Unreachable
c. Tomorrows Advertising Metrics
i. Reach
ii. Targeting
1. Frequency Management
iii. Engagement
1. User Experience
2. Duration
3. View-Through Rates
© Copyright 2008. All Rights Reserved. Chetan Sharma, Joe Herzog, Victor Melfi. Confidential & Proprietary
Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market. To be published by John Wiley
 4. Permissions
5. Leveraging Other Mediums
iv. Viral Effects
v. Transactions
1. Post click conversions
2. Offline sales lift
3. Brand impact lift
d. Comparing Mobile to Other Media
i. What is Possible in Mobile Today?
e. Comparison Within Mobile Channels
f. The Five Points Framework for Designing & Measuring Mobile
Campaigns
i. Campaign Design
ii. Increasing Advertising Return Using the Five Points Framework
g. Measuring Advertising Accountability

4. Introduction to Mobile Advertising

a. What Is New and Different About Mobile Media?
b. You Can’t Milk a Calf
c. A Mobile Consumers Perspective
i. Mobile Makes Old Media Interactive
1. Interactive TV is Not What TV executives Planned in 1993
2. Mobile makes Billboard Interactive
3. Mobile makes Old Media more Measurable
ii. The Brand in Your Hand
iii. Mobile Search is Not Quite a Consumer On-Ramp
iv. Location Based Targeting...Whoops, we Missed…Again!
v. Where am I Going? What is Nearby?
d. Peeking Ahead to Advanced Mobile Media Experiences
i. Free Media Snacks, with Ad Strings Attached
ii. We Interrupt this Idle Screen for an Ad
iii. While you wait, we bring you an interstitial
iv. User Generated Truth in Advertising

© Copyright 2008. All Rights Reserved. Chetan Sharma, Joe Herzog, Victor Melfi. Confidential & Proprietary
Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market. To be published by John Wiley
 e. Basis Mobile Advertising Value Chains
i. Comparing Industry Value Chains
f. Sizing the Market
i. How Big is the Market?
ii. Japanese Mobile Advertising Market

5. Challenges And Accelerators for Mobile Advertising

a. Growing mobile campaigns from $50,000 to $1 million and more

i. Complexity is Everywhere
ii. My Silo is Bigger than yours!
iii. Many Point Solutions in Many Silos
b. Mobile Was Once a Flea Market
i. Digital Distribution Stuck in an Old Physical World
ii. Opening up the Gardens, While Keeping the Weeds Out
c. A Hundred Thousand Short Codes? Not Yet!
d. Push vs Pull
i. Push Based Advertising
ii. Pull Based Advertising
iii. Push and Mobile Advertising
e. Built In, Not Bolted On, Metrics
i. A Unified Front for Mobile Metrics
f. Where are the Mobile Ad Models?
g. Mobile Ad Accelerating Forces
h. The Pressure Is On
i. Reaching Generation C, the New Mediagrazers
j. Filtering, the Mobile Way
i. New Mobile Operator Value Creation
ii. Mobile Targeting and Audience Fragmentation
iii. Respecting Consumer Privacy

6. Mobile Advertising Models

a. Say’s Law; Supply Drives Demand
© Copyright 2008. All Rights Reserved. Chetan Sharma, Joe Herzog, Victor Melfi. Confidential & Proprietary
Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market. To be published by John Wiley
 b. Flat rate data plans, the price is right, but…
c. Mobile media models are ‘omnia omnibus ubique’
i. Brand Advertising
ii. Interactive Advertising
iii. Targeted Search Advertising
iv. That Magical Second Act
d. Measurement: A Problem for the Millennium
i. Television
ii. Radio
iii. Print
iv. Traditional Media Measurement Issues
v. Can Mobile Measurement Solve Legacy Issues?
e. Internet Models Move to Mobile
f. Is Your ISP an Advertising Sales Firm?
i. A Joint Venture Approach
ii. Create the Whole Thing
iii. Abstract the Value and Get Out of the Way
g. Comparing Ad Rates Across Industries
i. Mobile CPMs
ii. Click-through Rates (CTRs)
h. $60 mobile CPM’s, Tomorrows Reality?
i. Is There a New Cost per Engagement Model?
j. There are Too Many Pigs at the Trough
k. What an Approaching Avalanche Sounds Like

7. Case Studies from around the world

a. User Experience: Zumobi

b. On Premise Solutions: Enpocket and Feeva
c. Off Deck: Admob
d. Voice Solutions: BeVocal and Vodacom
e. Measuring the Impact: Lenovo
f. Complementing other mediums: HipCricket
g. Mobile Advertising in the Fast-Growing markets: China and
India
h. Local Search Using Location: NearbyNow
© Copyright 2008. All Rights Reserved. Chetan Sharma, Joe Herzog, Victor Melfi. Confidential & Proprietary
Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market. To be published by John Wiley
 i. Code-based Advertising: Northwest Airlines
j. Mobile Video: Rhythm New Media
k. Bluetooth-based advertising: Bluecasting
l. Advertising based on NFC: NTT DoCoMo
m. Grocery Store Advertising: Modiv Media
n. The New Currency: FREE
o. Idle Screen Advertising: Mobile Posse
p. B2B Mobile Advertising: Vodafone
q. Other Campaigns

8. Technology - The lifeblood of digital advertising

a. Technology empowering Advertising

b. The genesis of silo’d approach
i. Pros and Cons
c. Integrated solution offering
ii. Challenges
d. Giving user the control
e. Trust-Based Privacy Framework
i. Are you Listening to Your Customers?
ii. User-Controlled Trust Framework
iii. Cache and Carry
iv. Context Awareness
v. You say Idle, I say Active
f. Analytics driven unified framework
i. Pay attention to What I Do, Not What I Say
ii. Integrated mobile data platform
iii. Understanding the customer
g. Segmentation
h. Yield Management
i. A Word about Frequency Management

9. What Comes Next?

a. A Day in the Mobile Life of . . .

i. A 18 Year Old in 2012
b. An Always On Real Time Era
i. Connected Devices Everywhere
ii. The Impact of Alternate Devices
c. Mobile is, after all, a Voice Interface
d. The Interactive Mobile Web
e. Convergence: From an Advertising Vantage Point
i. The Arrival of Ambient Advertising
ii. Ad Stitching in Real-Time
iii. So, what’s holding us back?
© Copyright 2008. All Rights Reserved. Chetan Sharma, Joe Herzog, Victor Melfi. Confidential & Proprietary
Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market. To be published by John Wiley
 iv. Rapid Revolutions in the Open World
v. At a Snail’s Pace in the Closed World
vi. Evolution or Revolution: Which Will it Be?
f. Operators versus Online Entrants - Who Wins?
i. Dumb Pipes Equal Huge Value
ii. Organizational Cultural Issues May be the Deciding
Factor
iii. The Forecast calls for a 95% chance of Revolution
g. The Business of Mobile Advertising

10. Perspectives

a) Opportunity for Mobile Advertising - Richard Saggers, Head of

Mobile Advertising, Vodafone and EMEA Chairman, MMA
b) Marketing Needs Innovation, Can Mobile Help? - Syl Saller,
Global Innovation Director, Diageo
c) Constraining Youths in the Mobile Gateways - Ian Stewart, SVP,
MTV Networks International
d) Mobile is the Connective Tissue to Other Media - Joe Doran,
GM, Microsoft Advertiser and Publisher Solutions Group
e) Mobile Advertising in India - Mahesh Prasad, President,
Reliance Infocomm
f) Delivering the Right Ad at the Right Time - Marianne Marck,
VP, Walt Disney Internet Group
g) Global Mobile Advertising Market Development & the (integral)
Role of Guidelines - Laura Marriott, President, MMA
h) The Future of Advertising Is in Consumer’s Pocket - Marco
Boerries, EVP, Connected Life, Yahoo!
i) Reaching Consumers with Highly Targeted Interactive Mobile
Advertising - Omar Javaid, VP MediaFLO, Qualcomm
j) The Coming Age of Mobile Innovation - Harry Santamaki, VP
Multimedia, Media Industry, Nokia
k) Mobile: Advertising’s 1st Screen - Maria Mandel, Executive
Director, Ogilvy
l) Brand Advertising is Likely to Dominate Mobile Advertising -
Ujjal Kohli, CEO, Rhythm New Media
m) Mobile Advertising Measurement - One Sport at Time -
Kanishka Agarwal, VP, Nielsen Mobile

11. Conclusions and Recommendations

© Copyright 2008. All Rights Reserved. Chetan Sharma, Joe Herzog, Victor Melfi. Confidential & Proprietary
Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market. To be published by John Wiley
 a) The Pilgrimage to Contextual Nirvana
b) Keep Things in Perspective
i. Understand the Business, Not Just the Technology
c) Chant User Experience Mantra All The Time
i. Give Consumers Control
ii. Respect Consumer Privacy
iii. Remove Major Consumer Friction
iv. Focus On The Most Critical 1% in the Market
d) Agencies: Embrace Digital
e) Open Up, Standardize, and Create an Industry
i. Present a Unified Front
ii. Visualize Three Screens
iii. Educate, Evangelize, and Standardize
f) Prepare for Data Everywhere: from Gigabytes to Yottabytes
i. Standardize around Mobile Metrics
g) Choose your Market Wisely
h) Watch Your Kids, They are The Market
i) The Final Word

© Copyright 2008. All Rights Reserved. Chetan Sharma, Joe Herzog, Victor Melfi. Confidential & Proprietary
Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market. To be published by John Wiley